How to get your first social media campaign launched.
Many marketers know the importance of social media but have yet to convince the business to support campaigning in this area. Here is how to secure funding for your next digital campaign:
Board Level Buy-In
Just as senior executives get used to one form of digital marketing they have to evaluate the next ‘silver bullet’. The problem for business leaders is that they are often asked to sanction spending before the full results of the last digital innovation have been properly evaluated. No wonder then that each new idea is met with varying degree of scepticism. But as the world becomes more connected and more business migrates online even a mild case of innovation fatigue can be a serious threat to your company’s competitive position.
If your organisation is to improve competitiveness over the coming months then director level buy-in to your online marketing initiatives is vital. Here are two ideas which may help you win support in the boardroom.
A New Definition
Hype can be the enemy of opportunity. The current furore over social networking (Twitter, MySpace, Facebook, Delicious et al.) can obscure the very tangible benefits available to businesses that use the media effectively. To get board level buy-in we need to cut through the hype, focus on objectives and change some terminology.
Let’s face it there is nothing ‘social’ about identifying, nurturing and qualifying leads. The term; ‘Social Media Marketing’ is wholly inappropriate in a B2B environment. To be taken seriously at board level a new term and definition is required. Digital Media Marketing (in contrast to Mass Media Marketing) might be used to describe the activity. The distinctions are easy to spot. Traditional mass media (radio, television, newsprint and magazines) is used to broadcast product messages to a passive audience. Digital Media engages and encourages contribution. To really understand the power of this emerging discipline, try this definition:
Digital Media Marketing:
The use of advanced networking technologies to engage with audiences of billions.
Might get the attention of the board? Could even result in some budget being allocated from traditional mass media. The significance of ‘engagement’ and ‘billions’ cannot be understated. Effective use of these technologies changes the competitive landscape and business cannot afford to ignore the opportunities and threats digital media creates.
Get an Experienced Guide
Raising awareness without precipitating action can be frustrating. To secure budget for your initiatives the board will want to be convinced that:
1. The investment, objectives, implementation and return are clearly defined and planned: you know what success will look like.
2. The organisation and individuals you are partnering with are experienced professionals; a team that not only can provide support and guidance but also help you manage expectation and troubleshoot if things do not go exactly to plan.
Identifying an agency with a solid digital heritage, staffed by experienced digital marketers and with a raft of relevant case studies will do more than provide the board with the confidence they need to sanction investment. Agencies with a strong provenance and great client lists are often well placed to help you put together the business case that gets your initiative the backing it deserves.
In Summary
Digital marketing is evolving at pace and your board need to be engaged if your organisation is to maintain its competitive position. Using executive friendly language and engaging with organisations that can make the business case will help you secure investment and launch your first, successful social media campaigns.
Posted: July 8th, 2009 / No Comments /
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