Marketing Japan: Does SMM Need Old Media to be Successful? No! Here’s Proof….
By Mike in Tokyo Rogers
There sure is a lot of boring stuff on Social Media these days. I was just checking out Linkedin where they had a topic of “What are for you the most common mistakes in social media marketing approach?” (sic)
What are for you most the common mistakes in social media marketing approach?
Either from client’s side or agencies’ side, what are the obvious reason why social media strategies you have seen were not working?
For me , some are:
- lack of time investment,
- Boring / irrelevant content,
- lack of clear objectives,
- Being inactive,
- Do not react when sollicitate
What are yours?
I didn’t correct his post. That’s how poorly it was written. I’m assuming that he’s missing one of the reasons that his SMM is doing poorly is because his spelling, diction and grammar are wretched…
Besides that, these good people are mainly talking about pick, Twitter and Facebook (Mixi is only in Japan). Some of the good folks actually did write intelligent comments and I usually don’t write comments on these things, but this time I made an exception. I responded:
I think everyone is missing two huge points that I see all the time and that I do believe will be, say, Twitter’s undoing within 3 years (besides 60% of all Twitter users dropping off within the first 30 days).
1) Boring writers make boring content. Get motivated, creative and funny or interesting writers. Quit forcing office clerks to do SMM (I see that all the time). If the writer is not motivated what makes anyone think the readers will enjoy the writing?
2) Quit sending out motivational and sales stuff all the time… I’d say that at least 1/2 of the junk I get on Twitter is the same as Direct Mail. Who needs it?
Another guy (obviously an old hand at advertising and marketing) wrote:
I see the market and clients every day, and the thing I can tell you is that a B to C company investing all its marketing budget and ressources in social media has 99% chances failing. (sic)
This might be true, but rather than trying to convince you or me, I gather he is trying to convince himself… This would also explain why his Social Media Marketing efforts fail. He doesn’t “get it.”
He goes on to write:
This for one simple reason, their are rules and processes in marketing and nobody will want to connect and engage with a brand you don’t know.
For this reason , I am convinced that SM works ONLY when being integrated inside a marketing plan, together with media placement, PR, promo, direct marketing and CRM. (sic)
Notice that there is not single fact or piece of evidence that he inserts into his claims. What a load of nonsense. What “rules”? What “processes”?
(I can imagine that his retort to my skepticism would be “Because I know. I’ve been in this business a long time!” Just as the captain of the Titanic, Edward Smith, was a thirty-two year veteran when they hit that ice-berg!)
I bet this is the kind of crap he tells his clients. What’s he doing on a Linkedin Social Media site besides posing as a SMM expert I don’t know. Besides that, like I said, I hope this guy doesn’t write copy. It’s terrible.
Besides his being wrong and just throwing out opinions. He obviously doesn’t know or comprehend how to use Social Media well… I suspect that, from being in a dusty old advertising company desk for so long, that he’s so used to taking client money and going out to “do” lunch while on the client’s dollar that he thinks he can do things the old way; think for a while (or tell someone else to do the thinking) and order someone else to do the Social Media part (I explained above why that’s a bad idea) and sit around like always.
Meet the new boss, same as the old boss.
I didn’t blast the guy (like he deserved), but added this as my last word:
One more thing that I think is missing – and I don’t agree that a big bucks mass media plan is necessary – I’ve done it without one.
Notes: We increased airline passengers to and from Japan for a Chinese airlines by over 270% between October 2009 and April 2010. We also increased tourism to Croatia by 300% in three years (don’t forget this was during a seriously down market – airlines lost billions in 2009) all by the internet only – with minimal mass media support (we certainly did not spend one cent on mass media!).
It seems that too many good folks are trying to do the SMM the lazy way… You do SMM to keep costs down, but SMM is, perhaps not labor intensive, but it is certainly effort intensive.
Besides SMM you need to do a Word-press blog for the client that includes SNS (Use Ruby on Rails to build – dirt cheap) and gives away killer content, has contests and prizes, and motivates people to return everyday!
Being lazy and throwing money away at the old media then doing a few Twitters doesn’t cut it anymore. (which is actually why I say Twitter is in serious trouble!)
Make a killer blog for the client (perhaps using a persona like Helga of Volkswagen – Look her up on Google). The blogs needs video (suggest U-Stream recorded to YouTube), SNS, chat, free information, excellent and compelling writing, and free giveaways all the time.
That motivates people!
Then your SMM directs people to the blog, not to some boring corporate site that is nothing more than an online company brochure (that is structured like web 1.0) .
This is effective. This s the new way. It is not easy and lazy people who think that throwing money or half-butt efforts at it need not apply.
Like I’ve said many times before, it seems that a lot of these people who claim to be experts at Social Media actually do not “do” Social Media. If you ever get anyone who claims to be an expert, first off ask for their URL’s
Hint: If they do not blog – and do not actively blog at least three times a week – I’d say it’s a 99% chance that they are blowing smoke in your face. Don’t fall for it.
Smart Social media marketers will have a rundown of what they do (excepting for invitation members only sites) as the signature of their e-mails. Here’s mine:
Lew Rockwell: http://www.lewrockwell.com/rogers/rogers-arch.html
Look for these kinds of things when investigating a potential company to help you with marketing. Be leery of companies, big or small, who claim to be experts at Social Media. The proof, as they say, is in the pudding.
Some of my readers know I will be on vacation from tomorrow, but nevertheless the BLOG calls! Tomorrow, I will place diagrams and information tomorrow morning for all of you who have mailed about bit differentiations between Japanese Katakana and Japanese Kanji versus English pertaining to my recent blog.
But, just for a teaser. Consider:
Word (translation)…………………………………Bit count
イギリス (England)……………………………..8 bits
旅行 (Travel)………………………………………..4 bits
Data on the Internet consist of bits. It is the way data is stored. This is important to know if you want to run a successful business in Japan.
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