Kelly Borth: Why what worked in 2008 is no longer applicable in 2013

 

Kelly Borth, CEO and chief strategy officer, GreencrestThe change came fast, and it came during an economic downturn when CEOs had their heads down trying to survive. Ultimately, we recognized the change was occurring but did little or nothing to be competitive with it.

As the economy slowly recovers, you need to adapt to the times when marketing your products and services. What worked in 2008 no longer applies in 2013. It’s a new game, and the few businesses doing it right are driving conversation, engagement and loyalty — and winning new business. It is not about abandoning what worked in the past but recognizing that the rules of engagement have changed and developing new strategy.

It is no different than adapting to the marketing challenges and changes that Internet technology brought in the 1990s.

The new social movement is a force to be reckoned with, and in 2013, you need to be ready to tackle this new communication trend. To ignore it will impair survival. It is not too late to get on board, but to do so will take a companywide commitment.

The new marketing paradigm
Sure, businesses are on Facebook, YouTube and LinkedIn, and have blogs. But most businesses lack social strategy and an understanding of why they need those things. It’s time to understand how to become a social business, and shift the thinking of leadership and marketing to social conversation instead of the traditional push marketing.

The biggest shift is in pushing away from unwanted messaging filled with sales-centered value propositions to engaging in a way that mimics publishers — creating content that answers questions, adds value toward reaching objectives and encourages referral of your company as a credible reference. We need to feed the intense appetite for information by providing something great to talk about and share.

Creating a foundation
Being a social business takes a village. Engaging the entire organization is a cultural shift, and the directive for this level of change must come from the top. The CEO must lay the foundation for a social culture that encourages transparency and empowerment.

Communication used to be channeled through sales and marketing. Now we need everyone from the CEO to engineers and human resource teams contributing to the social conversation, each creating their personal brands and centers of influence.

The new game is peer-influenced community marketing. The challenge of marketing is to develop a social strategy, identifying social ambassadors within the organization at all levels, orchestrating the creation of great content companywide, educating ambassadors on the importance of their role and monitoring the conversation and results.

Mobility is a factor
According to business2community.com, 2013 will mark the first time online access is greater from mobile devices than desktop or laptop computers. An estimated 90 million consumers in the U.S. will own a tablet by 2014.

Mobility is changing the way we need to market. Communication needs to be mobile-friendly content. Companies need to shift to mobile sites and mobile advertising. Smartphone users expect to be able to do it all from their mobile device. If we cannot provide this experience, they become frustrated and disengaged.

 

It’s time to move forward
A 2012 Forrester survey of executives and IT decision makers indicated 49 percent expected to make investments in social networking solutions in 2012, and of those, 19 percent described their investment as “implemented, not expanding.”

The early adopters are in the game. The rest are asking, “How far behind are we?” That is the question you should be asking yourself.

Kelly Borth is CEO and chief strategy officer for Greencrest, a 22-year-old brand development, strategic marketing and digital media firm that turns market players into market leaders. Borth has received numerous honors for her business and community leadership. She serves on several local advisory boards and is one of 30 certified brand strategists in the United States. Reach her at (614) 885-7921, [email protected], @brandpro or visit www.greencrest.com.

 

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