I was sitting in a meeting recently with the owner of a small marketing agency, discussing with him my service offerings and fee structure. I’m not sure of the accuracy of his calculations, but at one point, he seemed to be hesitant about what I was asking for, claiming that I was requesting nearly 1/3 of the entire marketing budget. Even to me, that seemed like a lot!
But I thought about it, and on second thought, started thinking, “Am I really asking too much?” So I did some research, and replied with the following E-mail:
I was thinking about your concern that my social media proposal asked for 30% of a marketing budget. It made me do some research to justify why a significant portion of a marketing budget should be dedicated to social media. What I found was:
- 36% of the average person’s major media consumption was devoted to internet and mobile devices (26% and 10% respectively) – eMarketer
- Social networks and blogs account for 23% of online use (37% of social media users access social media on mobile devices, and they are the 2nd most valued apps behind GPS) – Nielsen
- 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan/follower, and 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they are a fan/follower of – MediaPost
I certainly understand the question of how much of a client’s marketing resources should be devoted to social media, but statistics like these show it’s where people spend a significant amount of time, and it has value in terms of creating and communicating with loyal customers. Especially in Modesto where most clients can’t even afford to consider TV (which is the number 1 media consumption channel), it really isn’t a stretch to argue that a significant portion of a client’s marketing budget be directed to social media.
Food for thought. Have a good weekend-
Again, this isn’t to say that 30% is the number, or should be the number. The point is simply, you should direct your marketing/communications budget appropriately based on where you are most likely to reach your consumer, and while the thought of making social media a priority in your marcom budget may reflexively sound ridiculous, the numbers don’t lie.
I’ve never believed in Google+. I think a lot of it has to do with my laziness, and assuming that everybody else would be like me, and just not be interested in creating yet ANOTHER social media profile. Sure, Google has the power to make brand pages jump to the top of Google searches, but if I’m searching Lexus, why would I want to go to their Google+ page? If I’m really interested in staying connected to Lexus, Facebook, where I actually spend a good portion of my time, makes so much more sense than Google+, where I have an account, but never touch it.
So please don’t be lured in to thinking you need a Google+ page for your brand. And don’t just take my word for it. Read the following article that does a great job of explaining why Google+ does not add up.
Google+ is Dead – by Farhad Manjoo
Rich Eisen tweeted this picture of colleague, Marshall Faulk, talking with a former NFL player on the NFL Network set.
Watching the Ravens v. 49ers game last night during Thanksgiving, I noticed what a presence the advertising partners had on the NFL Network. Lexus, Kia, Sears, and Kay Jewelers all had their logos brightly lit, and positioned so they could not be missed on the set of the pre-game, halftime, and post-game shows. Great.
However, I wasn’t satisfied with that well executed “old” way of marketing, with the signs on the set, and commercials during the breaks. That shouldn’t be where the effort stops. In fact, that should just be the beginning. Let’s take this involvement to another level.
Rich Eisen, the anchor of the football roundtable has 277K+ followers on Twitter. Beyond sponsoring the game on the NFL Network (which “only” has 187K+ followers Twitter), the brands should be reaching out to Rich Eisen, and having him integrate their products into his life and Twitter feed, to give the brands even stronger and more seamless penetration into a segment of consumers.
It could be something as simple as Sears (which has just 15K+ Twitter followers) providing two suits for Rich Eisen to wear that night, having Rich Eisen take pictures in both, and then asking his followers which suit he should wear that night. It let’s you know that he is actually wearing suits from Sears, it gets you engaged with the brand as opposed to just aware of it, and it makes the Sears brand a part of life, as opposed to just a prop on a set. That’s Branded Life: The difference between advertising, and brand integration.
This site is dedicated to exploring life as it appears through the lens of social media. How people engage in social media is in essence how people share their life. As a marketer, the objective then is to find ways to weave your brand into life in a manner that makes your brand shareable. Read more…