In the October issue of the Marketing Mag, Tim Barnes (Head of Marketing, Sony Ericsson) shares some insight into the digital and social media strategy for Sony Ericsson, in particular he talks about the importance of Facebook. This comment sums up where Tim is coming from:
“In some ways, it’s hard to imagine life as a marketer before Facebook. Two-way dialogue with customers is no longer a pipedream; it’s an every-day reality. As a channel, Facebook enables us to do a great number of things that weren’t previously possible.”
He also talks about Facebook offering more flexibility and responsiveness in a localised market, enabling the establishment of a local identity and voice for the brand. Some of the applications Sony Ericsson has made in relation to social media are:
- Learning from customers and fans
- Support and service channel
- Co-marketing programs with partners, looking for opportunities to cross-pollinate communities and create awareness for new products and services to mutually benefit those involved
- Integration through owned media channels (e.g. Facebook ‘like’ button across the brand’s website
Barnes suggests that no one has mastered Facebook as a marketing channel and that online communities are living and breathing entities in which change is the only constant. His suggests that the ‘social layer within the marketing mix’ is emerging as a real battleground for brands. He concludes by saying “At Sony Ericsson, we will be watching and participating in the constant evolution of the social media space.”
Given that Sony Ericsson is a strong brand within the technology and communications sector, it couldn’t afford not to stay at the forefront of social media marketing. Things in this market are quickly evolving. There is a real danger of being left behind.
However, there are so many organisations and entities in which change is slow and infrequent. I am sure there is a real tension in government agencies, institutions and NGOs where decisions are made over extended periods, where there is a need to meet reporting standards and where detailed investigations are required before action and progress can be made. I feel that it will be here in these sorts of industries and organisations where we see social media strategies being at least one step behind. To make social media marketing work in these environments there needs to be a fundamental shift, a change of culture and a desire to embrace the competitive advantages that social media can offer.
I feel that there will be a continual push uphill for those wanting to use social media in situations deep in bureaucracy and covered in red tape. How long do you think it will take for social media to simply be part of the marketing channels available as opposed to seeing it as the great unknown?
Amity, your last statements are so true! Some places just won't go there yet, and if they have, the crazy amount of time spent to get there and the wasted money by sitting in meetings are scary. This strategy needs to be adopted, as you say, you need it or you will fall behind. Sometimes its a matter of making a risky decision and within that decision you can actually reap great rewards and minimise the risk (by employing the right person etc).
ReplyDeleteGreat work!
Ross