Mashable - The Social Media Guide - Latest Comments in Why Big Brands Struggle With Social Media

Re: Why Big Brands Struggle With Social Media

Jason Brown — Wed, 16 Sep 2009 15:16:38 -0000

Measuring success (guaranteeing results) is difficult to impossible right now.

Re: Why Big Brands Struggle With Social Media

alisonjuli23 — Sun, 13 Sep 2009 09:48:03 -0000

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Re: Why Big Brands Struggle With Social Media

Aaron Irizarry — Wed, 27 May 2009 13:03:08 -0000

Thanks for this piece very useful will be sharing it with our team

~ Aaron I

Re: Why Big Brands Struggle With Social Media

Kilima Glenn — Fri, 22 May 2009 17:28:50 -0000

I am very interested in web 2.0 and letting the internet unfold naturally. Of course big business will ad an artifical element, so let the rest of us from mid-sized companies on through to individual have equal access and impact. I think this new company, linksavvy has a good ideas about sharing the power of relationships and balancing the field.

Re: Why Big Brands Struggle With Social Media

mrktng — Tue, 05 May 2009 09:15:43 -0000

Your correct in making the analogy between marketing as push technolgy with measurable results and social networking as pull technology with no immediate results other than a long term plan for an open stream of communication. Like it!

Re: Why Big Brands Struggle With Social Media

Free Blog — Sat, 28 Feb 2009 03:43:30 -0000

Great article thanks. Business interested in social media should check this website which provides free social media and free blog or website http://pagesforeveryone.com

Re: Why Big Brands Struggle With Social Media

Sameer — Fri, 27 Feb 2009 06:52:39 -0000

Tom, I would like to differ on point #4 - "Social media needs a long term approach." I agree that Social Media marketing takes time to show the results, but if it is done in a channelized way, it can deliver ROI faster. I mean you should prioritize your requirements and then act on them in the best manner. So its like, you create a buzz and the social community propels your message through.

See how Intuit used social technologies to Propel Customer Business - http://vizedu.com/2009/02/p...

Re: Why Big Brands Struggle With Social Media

Paulette — Fri, 27 Feb 2009 01:39:19 -0000

@ Martyn Howgill-
Yes Martyn health professionals would benefit from using this tool. Could you drop me a mail. paulette[at] letche[dot] net. We could talk more on this.

Re: Why Big Brands Struggle With Social Media

Martyn Howgill — Wed, 25 Feb 2009 11:04:06 -0000

This is a fascinating dialogue. InHealth is a small non-profit institute that funds academic research into the role of medical technology innovation, so we're far from being a "big brand." Yet we think there's value in the tools of social networking as a forum to engage people in intelligent discussions about technology. We think we can gather people into a virtual dialogue about critical issues of the day â€“ innovation, costs, benefits and so forth. Many of you sound like experts in the social media space, so I wonder what you see as the critical requirements for us to succeed in igniting constructive discussion about health care reform and the value of technology.

Re: Why Big Brands Struggle With Social Media

Joey — Tue, 24 Feb 2009 02:40:57 -0000

You probably heard about it by now.

Adidas embarked on a full fledge social media marketing campaign "Me-myself-my time" for their
latest sports collection targeting woman across Asia.

A facebook calendar app was launched and users are able to input their daily activities.

Based on end-user's intensity level requirement, the app suggest some activities they can consider doing for their
"Me time"

End-user can also choose and personalise their "My Outfit" for the day from Adidas digital wardrobe.
They can also choose to share their calendar activities, publish their wardrobe and invite friends to
join in the fun.

The campaign also gives a voice for woman to share about their achievements physically
or emotionally from their "Me Time" as part of the "Comments" in facebook

The social media initiative weave in as part of their broader traditional media strategy which includes the
campaign's eye candy woman ambassadors in print ads, billboards etc.

I had tried out the app tool on facebook. Though not 100% glitch-less, I think the overall idea is great and is
appealing for consumers to want to engage and interact further with the brand.

As a consumer, I feel proud that I am a fan of the "Me Campaign" on facebook - not becos of the call for action
but for the CAUSE for action

and most importantly I think I am going to grab that Adidas yellow tank top for my jogging attire which I discover
on the facebook app

Check this link out for more details.

http://www.brandrepublic.as...

Re: Why Big Brands Struggle With Social Media

Wendy DeFeudis — Mon, 23 Feb 2009 20:53:38 -0000

Nice article and you bring up some interesting points. Unequivocally, social media offers companies new ways to tune into customers and prospects like never before. Those brands that are adopting social media tools to engage and listen to their customers are staying one step ahead of the competition . With social media, companies now have direct and easy access to their brand ambassadors, or detractors, as it may be. The social media backlash surrounding last November's Motrin ads and the recent outcry regarding Tropicana's repackaging are excellent examples of brands effectively using social media to retool their messages to satisfy customers. This is one great strength of social media. Its transparency and openness demands attention. Companies that ignore these messages and dismiss social media as just another marketing channel are missing invaluable opportunities for customer interaction and brand elevation.

Re: Why Big Brands Struggle With Social Media

Paulette Erijo — Mon, 23 Feb 2009 08:08:22 -0000

I have taken the time to read every single comment here and I'm indeed impressed with the feedback on this topic. Social media in business is here to stay. Although still at its tender age, having the "right" mix of strategies will give big brands a kick. I have seen bullish companies take up this "BIG SHOE", not realizing the scale of work involved. But that's the reason a "good" social media consultant must have a know how around the business in other to provide the right change pattern to enhance the business process. The ROI is definitely long term and every enterprise ready to ride this road should be ready for change. The voice of your customers and employees will drive the business. Top executives who are used to the traditional way of doing business would have to learn and be ready to accept change or face their competitors do better.

The web space is evolving and itâ€™s not enough to have just static websites or PR, etc. Social media bridges the gap between businesses and the customers. Enterprise social media will spring up to run daily business affairs while balancing work and play, with good segmentation between employees and customers or stakeholders, a company will benefit from being an early adopter.

Re: Why Big Brands Struggle With Social Media

Axel Schultze — Sun, 22 Feb 2009 16:12:16 -0000

Hey you "The Virtual Consulting Firm"
Here is the first step for Y O U: "LISTEN" or better said "READ". YOU are one of the reasons why people don't get it. You read the article, fly over the answer only be interested to make your mark and go off. If you would have read it - hey guess what you would have found the answer. BUT you are not interested in the answer, you are interested in making your mark - THAT IS why (at least yor) customers probably never get it.
And since you are a company and not a social person I can say you are ... and not be personal by doing that which I never would.

Have a successful week.

Re: Why Big Brands Struggle With Social Media

The Virtual Consulting Firm — Sun, 22 Feb 2009 15:11:02 -0000

Great Article, Tom! :)

Thank you for writing and sharing this will all of us! :)

So ...

How do we get the "Big Brands" and Corporations to "Get It"?

... and see that they *need* to integrate Social Media Marketing and Social Networking into their overall Marketing Strategy and Plans?

which may Create some New Jobs for those skilled and experienced in these new / Web 2.0 areas too, which would be Good! :) Right?! ;)

What do you all think?

I hope this all helps and Have a Great Day! :)

Re: Why Big Brands Struggle With Social Media

AlirezaM — Sun, 22 Feb 2009 09:24:52 -0000

thanks for the debate.

Re: Why Big Brands Struggle With Social Media

Kristina — Sun, 22 Feb 2009 09:02:08 -0000

Great post with very insightful points of view from all sides. One of the main reasons big brands struggle with social media is because this communication medium calls for transparency - - in how businesses operate, in expressing the real benefits of products/services, and in engaging in real conversations with consumers about how products/services impact their lives. A larger number of big businesses will thrive in this space once the transparency issue is tackled.

Re: Why Big Brands Struggle With Social Media

LouSagar — Sat, 21 Feb 2009 21:29:56 -0000

Look, near term big companies are getting smaller, and small companies need to get smarter, media people will soon start thinking like merchants, and merchants will create new channels for selling stuff using media..social media is a mindset...we are all learning together - FYI...someone start righting the job descriptions...cause everyone will be hiring.

Re: Why Big Brands Struggle With Social Media

Hal Web Guy — Sat, 21 Feb 2009 20:50:25 -0000

This misses the point. Corporations, especially public ones, traditionally hoard public communications through their pr group, and getting pr is no easy task. They don't yet understand how valuable it is to let just about everyone who works for them to be a spokesperson on items they feel comfortable discussing. And social media only works if its coming from a person at the coroporation, not the corporation as a whole. Until companies learn that they can and should loosen the reigns on public communication by it's employees, they will not succeed in social media.

Re: Why Big Brands Struggle With Social Media

Scott Harris — Sat, 21 Feb 2009 19:56:14 -0000

Great post on many of the issues bigger companies have with diving into Social Media landscape. I believe most resist because it is viewed as something that is hard to control and big companies are fearful of negative word of mouth that might occur, which is REALLY short sided.

I recently wrote a post about why these same executives often hesitate when it comes to anything social online. You can read more at:
http://sharris.wordpress.co...

Great post Tom, keep them coming!

Re: Why Big Brands Struggle With Social Media

Mike Dukakis — Sat, 21 Feb 2009 19:46:49 -0000

To be successful in social media, you have to be all in. People have to be involved like you're a peer of theirs, not some guy pretending to know you. COmmenting on other blogs is tedious, but they have to do it to build some trust.

Re: Why Big Brands Struggle With Social Media

Axel Schultze — Sat, 21 Feb 2009 18:23:46 -0000

@Joey - you are so cute - naive though
@Brad Szollose Not sure what planet you are from my friend
@Lena - you are so sweet :-)
@Osvaldo Sorry - I guess you don't READ or LISTEN
@Dave Nelsen - And what are you dreaming at night?
@Dave Nelsen I hate to just agree - But I just agree!
@Brian Campbell and who gives you the right to say that? U luv the little guy don't ya'.
@Mark Bradford SORRY but Social Media falls between Sales, Marketing, Support, Product Management, Operations and Finance.
See "Blame your CEO" not the economy on Social Media Today http://xeeurl.com/A0518

All together - keep dreaming. Here is the reality:
1) There are many corporations highly engaged in Social Media - you only don't see it. They eat their competitors alive. There are firms that have over 2,000 people dedicated to social media. The LAST thing they do is advertising their initiatives. You can trust me on that one ;-)
2) There are many more corporations on the other side who get eaten alive - who, like you say don't get it.
3) There are way to few consultants who have the skill, capability, bandwidth and resources to work with corporations on social media planning and engagement.
If you read Recession 2.0 http://xeeurl.com/A0470 you know what some do and others miss.

Re: Why Big Brands Struggle With Social Media

Mark Bradford — Sat, 21 Feb 2009 14:13:59 -0000

Precisely because "social media falls somewhere between marketing, PR, communications, content production and web development" is why smaller businesses can use it to be heard. Average businesses are more comfortable with blurry lines.

Re: Why Big Brands Struggle With Social Media

Brian Campbell — Sat, 21 Feb 2009 14:05:28 -0000

Social Media is primarily for the individual. I've done extensive testing and have found a higher response rate when you use a profile picture of a smiling human being.

Icons of corporations or brands are not as personal. People are using social media to connect with other people. Big Companies will figure out how to use social media, but for now it's the greatest opportunity for the little guy.

When google adwords first came out, it was like grabbing easy free money. Now companies have raised the bidding prices and it's no longer a beginners game. Social media is the "hot noew thing" so we are in the right place and time to beat the corporations.

Aloha,
Brian Campbell

Re: Why Big Brands Struggle With Social Media

Dave Nelsen — Sat, 21 Feb 2009 13:50:01 -0000

I'm not totally surprised at the various negative comments here. But at the risk of becoming a lightning rod, let me chime in on the side of businesses using social networking and social media. I run a social media company, www.talkshoe.com, that truly aspires to delight its customers (which frankly will make us more profitable â€“ there, I said it). We use Twitter (@TalkShoe), GetSatisfaction, Ning, Facebook, and of course our own service, TalkShoe, to do exactly what Tom highlights in his first point:

"Social Media â€¦ is a completely different approach to interacting with consumers and customers. â€¦ the true return on investment comes from developing communities, creating content to be shared, and talking and listening directly with consumers."

This two-way social-networking-based conversation that weâ€™ve started allows us to:

1) Deliver a better service based on actual (not assumed) customer wants and needs,

2) More quickly understand and respond to problems, deficiencies, and annoyances (our service has come a long way, but is still not easy enough to use), and

3) Learn firsthand about where our competitors are kicking our butts; meaning that weâ€™ll adjust more rapidly, meaning that we'll be around for the longer term to serve our happier customers.

My advice to consumers: Don't interact with the companies that mean nothing to you. But for the products and services you depend on, participate and you'll get better products and services in return. Seems like a reasonable investment...

Re: Why Big Brands Struggle With Social Media

Free Xbox360 — Sat, 21 Feb 2009 12:51:10 -0000

If the big brands transitioned into social media, they would increase in
business. Although you bring about good points to show how they can't do it.