Is social media part of your holistic marketing strategy?

Ten years ago I headed up strategy and client services for a full service boutique ad agency where we were given the unique opportunity to respond to an interactive agency RFP (request for proposal) for a collection of brands at a leading CPG (consumer packaged goods) company,

We were David. The other contenders were Goliath. They were full-on “dot com” agencies, before the bubble burst (the first time!). We were a small team, with lots of creative and strategic smarts and a secret weapon: one of us came from a brand management background. We not only understood brand marketing and advertising, but had lived it day in and day out.

We won the business. Why? Not because we recommended solutions centered on massive online ad buys and the creation of beautiful colossal websites conceived in a vacuum and intended to be standalone works of beauty. We left that to the other folks.

Instead, we knew the client’s business. And, we understood what the role of the internet was at that time. It wasn’t the end all, be all. It wasn’t going to replace all other means of advertising. It was a touchpoint. One more place where consumers could interact with brands and an exciting new way for brands to build one-to-one, engaging relationships with their target audience.

We proposed integrated solutions where internet activity was one component of the holistic marketing plan. The perfect complement to all other efforts: run a commercial or FSI (newspaper insert) and drive consumers to the website. Give consumers an incentive such as loyalty or trial building coupons, relevant content, or a sweepstakes to provide information about themselves and CRM (consumer relationship marketing) efforts could begin. Then, complete the circle by putting learnings about the consumer back into ongoing holistic marketing and advertising plans..

Fast forward ten years. As an industry, we at the same place with Social Marketing: social media is an exciting new and relevant touchpoint that must not be regarded as a standalone entity. Instead, it provides a valuable way to engage consumers and build conversations around your brand. As such, it plays a special role as an extension of all other branded efforts and fits right into your holistic marketing plan.

Don’t be anti-social and don’t create your social media plan in a vacuum.