Social Results Will Stay Small

Social Integration CMO Survey
Chart Source: CMO Survey

If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes.

Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales.

The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint.

Customers don’t care about social, in-store, mobile, content marketing, white glove treatment for influencers, or any of the other strands of spaghetti you see strewn across the marketing blogosphere wall. They don’t care about integrated multi-channel approaches either.
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4 Reasons to Integrate Marketing Now

Two rivers converge
Image by Chiri_dr

Marketers need to harness media convergence and integrate to maximize the impact of their various communications, on and offline.

Convergence has been brought about by the arrival of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it.

The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway.

Convergence creates the need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. It includes cross promotion of ideas, themes, and calls to action, including participation in social media.

A recent CMO Council study showed that only 9% of respondents believe their interactive marketing efforts are highly evolved and integrated. This online integration issue doesn’t even consider integrating marketers’ efforts in the traditional advertising, public relations and direct marketing disciplines.
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Influence: The Importance of Consistency

Consistency: a Motivational Poster
Image by jot777stan

It’s funny how much we talk about content frequency, retweet ratios, comments, etc. as key determinants of influence. What really matters in interactions with people, particularly as a content creator, is consistency.

Not that content, retweets and interactions aren’t important. They are (depending on your goals).

They’re just public and measurable, making them easily quantified. Go Klout.

From a psychological perspective, when trying to develop influence and loyalty we need consistency in those acts. We trust people that deliver reliable consistent acts, and are even lulled into trusting them without thinking about it (groupthink).
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