I can’t help it. I continue to be in awe of the Social Media Revolution. I just reviewed the well-known video that is based on Erik Qualman’s Socialnomics (http://youtu.be/x0EnhXn5boM), and the statistics continue to amaze me.
No doubt about it, social media is indeed here to stay. But then I also have to keep another article in mind that I read lately, which says that – according to Gartner – the social media phenomenon has led to another trend: Social Media Fatigue. People are getting “bored” with social media. And also, I have to think, exhausted. With all of the Facebook and Twitter and YouTube conversations and media out there, as a consumer, I sometimes feel completely overwhelmed. And according to research, I don’t think that I’m alone.
So as marketers, what does that mean for us? We all know that our businesses need to leverage social media as part of a comprehensive marketing plan in order to compete in today’s marketplace. But as Qualman says, the trick is to do it well. And for me, that means doing some meaningful that people find value in, that ultimately drives sales/profits. Consumers can find that value in humor or in true-to-life stories or in many other ways, but the meaning and value has to be there. Because when it’s meaningful, then that increases brand loyalty. And brand loyalty brings sales and profits.
The Old Spice Responses Campaign (http://www.youtube.com/watch?v=fD1WqPGn5Ag) is an example of what I’m talking about. Love it or hate, there’s no denying that it was effective. Not only did it create conversations and get plenty of attention, but it also resulted in a huge increase in sales – last I heard, sales were up 107%. Old Spice was able to create value through humor, and they allowed consumers to take part in the campaign in exciting new ways. It’s a great example of what a company can do when they’re willing to think differently. Certainly, this approach isn’t for every brand, but it’s amazing that Old Spice was able to leverage social media in such an impactful way. It’s something that we as marketers must strive for. As the Qualman video says, “The ROI of social media is that your business will still exist in 5 years.” If Old Spice continues to evolve and to leverage social media effectively as part of a comprehensive marketing campaign, I have no doubt that their brand will still be around in 2016. Will yours?