Weekly Social Marketing Links: May 25, 2009

Each week, the members of Powered’s marketing, business development and product teams pick a news article, blog post or research report that “speaks” to them. With that article, they need to come to our weekly staff meeting prepared to give a 120 second update on what the article was about and why they found it useful. Links are below:

Beth Lopez (Marketing)
Found the article, The One Word You Can’t Say, quite amusing given how we have always advocated the need to view social marketing as a long-term strategy. Seems that it’s starting to become a mantra at all of the social marketing events and tradeshows. Per the article, the word you can’t say is “campaign” when referring to social marketing…preferred alternatives include terms like “program,” “initiative,” or even “conversation.”

DP Rabalais (Marketing)
Great article aimed at CEO / CMO level. Do You Need a Social Media Marketer? Measurement & analystic seems to be the big reason more companies aren’t embracing social media / social marketing. Another reason we need to continue to plug our analytics/insights capabilities at Powered. To that end, I called out a paragraph from the article that drives our point home:
A recent survey of 110 of the top CMOs by recruiting firm Heidrick & Struggles in Atlanta seems to echo Schwartz’s point. The report found that social media was a relatively low priority—ranked in the bottom third. “Mostly it’s because of analytics,” said Lynne Seid, a partner at the firm. “The things that are measurable are a top priority. Most marketers see [social media] as an experiment.

Bill Fanning (Business Development)
This weeks article is titled Social Media vs. Social Responsibility, written by Reid Carr (president of Red Door Interactive). It’s an interesting look at Social Media being the great equalizer to the companies who over the years have behaved more like magicians trying to trick people into buying their product or service rather than honestly marketing and selling their products and services.
His premise is that this behavior has lead to a severe distrust with consumers and social media allows consumers to have a powerful vioce, finally balancing the power that traditional businesses and media outlets once owned. He notes that it’s our responsibility as consumers to not only support our favorite businesses by purchasing from them but also by talking about them in various social media outlets. Likewise, it’s our duty to responsibly talk about the poor experiences we’ve had with businesses.
Jay McIntosh (Business Development)
On a self-appointed hiatus this week.

Doug Wick (Business Development)
A very short article about the brand innovation behind Cereality, a café concept based on our favorite cereals. This article struck a chord because of the way that they developed the idea for Cereality, by building on the brand equity of popular cereal brands and focusing on a food category that is both ubiquitous and taps into brand passion. The approach put forth is similar to the process behind the conception of branded online communities, which tap into passion points and truly put the consumer at the center of the experience.
A salient quote from Cereality’s founder – “When you hit that zeitgeist and people are excited and find it relevant to their lives, they start a conversation and you have to be at the center of that conversation.”
Don Sedota (Product Management)
This week I picked a report written by Forrester analyst, Laura Ramos, titled Effective Customer Reference Management Anchors B2B Community Marketing Efforts, that might be helpful to our program managers in the context of setting up community customer reference strategies for our clients and/or for our own corporate marketing efforts. Hopefully validates/supplements our current strategies in both arenas.