Tags: Business Planning, Digital Marketing, Objectives, Sponsorship
One of the most common questions I’m asked is, “So, how are we doing?”. They’re asking about their social media efforts. I always reply with the same response, “I don’t know, what are you trying to do?”
Then they blink at me.
It used to be enough just to be active in social media, To have a Facebook page and Twitter following and watch those numbers grow. Then innovative organizations started dabbling in Instagram, or Pinterest, or Google Plus. I remember when G+ came out and I saw a number of sports teams launch a presence there – mostly just because they could.
There’s only really two platforms that don’t require an explanation for use in Facebook and Twitter. They are pervasive and have a reach beyond the platforms themselves (both are frequently discussed in other forms of media). No one’s gonna call you out for using them. But that’s where my point is stemming from…
Why are you using any social platform? What kind of content are you posting and to what end? Do you have an app – why? Do you sponsor an app – why?
Objectives first, assets second. Objectives should be tied to an over-arching marketing plan. There’s often a rush for Business Development teams to sell, for sponsors to be in the mix, for PR companies to commit the client’s budget – but to what end?
When you start with identifying objectives the rest of the path can become clear, as long as you know what each platform can do for you – but that’s a deeper dive…
Tags: Corporate Culture, Ideas, Teams
All the greatest tools and gadgets can make things easier of course, but what it really takes is good ideas. And I feel the best ideas don’t come in isolation but from teams and groups. So the most important resource you need is people – Hands down.
Good teams can be built and they don’t just happen on their own. Teams shouldn’t be a by-product of company culture, but are what helps to produce the company culture itself. Good teams require the space (literally and conceptually) to become effective and produce results. The focus of building teams is the process to getting the ideas. Organizations need to create environments for ideas to take shape, get refined and move ahead.
And that is the key point – ideas aren’t worth much until they are turned into actions. Focus on creating teams that can function as idea generators, and then manage the process of having the ideas turned into actions and execution. Your digital execution is the technology – and we have come full circle