Saturday, March 5, 2011

Our Publisher channels

One of the things that I spent time on, late last year, was how to structure our team to get most out of social media for our brand and marketing communications. We use social media for other stuff beyond marketing (such as customer service), but I thought I'd share the marketing bit - in case other marketers are working on this.

For many years, we divided our marketing communications into two main areas - advertising and direct marketing. I now wanted us to formally acknowledge that social media activity was different, with different tasks and a slightly different mindset.

So at the beginning of this year, we split our communications into three areas and divided out responsibilities and budget among the team to give us this:
  1. Advertising
  2. Direct Marketing and
  3. Publisher channels (blogs on our website, facebook, twitter, our forum)
While it is early days, I'm happy with how it is working. When we take a brief, we look at each area and the appropriate individuals figure out how they will treat the brief with the channel they are focused on.

For example, we've found we can use social media to keep a campaign message alive longer at a relatively low cost - but requires more people time. And we may not get the reach that advertising gets.

Practically speaking, we might decide to (1) advertise on TV to get fast reach to a mass audience, (2) send an email to existing customers to let them know about the offer and (3) have a competition (connected to the offer) on our blog or facebook page for say two weeks. We know we'll get higher engaged people on our facebook page but won't get the reach of advertising or the micro-targeting of an email. So each is used for what it is good for.

While the activity is not new or different, the team structure is.

And internally we talk about what will turn up on our publisher channels or what will be advertised or communicated directly. And we know that our publisher channels are not broadcast media for repeating a sales message every day and are therefore should not be treated that way. Similarly we acknowledge that our direct marketing is not really conversational or a real dialogue with our customers (even if the ambition for DM is a dialogue), but we actually do have a bit of a chat with customers on our publisher channels.

23 comments:

Anonymous said...

Yes, you are absolutely right.now a days, social media is a great source to do a marketing in the web. its help to get attention very easily. many of them are active in social media for marketing and hope cheap essay writing service help you to get some more idea about the topic.

eonmech said...

"Nice article thanks for sharing , very informative and insightful stuff , keep updating more
linux classes in chennai |red hat linux classes in chennai


Unknown said...

Check this

Peter Floyd said...

Nowadays, you can distribute your work without making immense forthright ventures. With the assistance of internet distributing channels (e.g. Amazon's Kindle stage), distributing books should now be possible by the journalists themselves. In this , you'll figure out how to exploit web based distributing. My Blog

Unknown said...

nice post.
apple support

Unknown said...


Nice post.such a great work .For more queries related to Microsoft Outlook, you can visit these sites for more info outlook customer care keep posting.

Unknown said...

Excellant work I am glad to read your post best dating apps keep posting.

Anonymous said...

Thanks for sharing this post Agen Judi Bola Online Terpercaya . Its seems like an awesome blog i have ever seen. Coming from private living rooms Agen Judi Bola Online Terpercaya to be able to management and business dining establishments, a large number of men and women have discovered your good thing about your vacuum
Agen Judi Bola Online Terpercaya cleaner sealer. Together with critical capabilities including conserving meals via going bad in addition to locking
Agen Judi Bola Online Terpercaya throughout vitamins in addition to quality, choosing the right vacuum cleaner sealer is usually a struggle. check my
Agen Judi Bola Online Terpercaya blog

Unknown said...

Good to know information. Appreciate it. @ vascular doctor near me

Dharani M said...

I really love this blog. thanks for sharing this blog
tableau course in Marathahalli

best tableau training in Marathahalli

tableau training in Marathahalli

tableau training in Marathahalli

tableau certification in Marathahalli

tableau training institutes in Marathahalli

Online Makeup in USA said...

HELLO DEAR ! This is exceptionally useful and intriguing article.Nice to peruse your blog entry first time ever. I truly value this post. A debt of gratitude is in order for sharing this magnificent post.Online shopping in USA

Packers and movers in Chennai said...

Thanks for sharing this informetion

Dewalt Power tools said...

I am motivated by your dazzling post which I were to a great degree looking for.you have heaps of cognizance in regards to this issue

Business outsourcing company said...

HELLO DEAR...I think it is an unrivaled post. It helps tremendous measures of us. Such an expansive number of a plenitude of a commitment of thankfulness is all together for this information. WE ARE BPO Company in philippines developing your business without making any big investments. PLZ CONTACT US

satta king said...

Hello. It helps colossal measures of us. Such a wide number of a wealth of a commitment of thankfulness is all together for this information.
satta matka
satta king
satta matka result

Jhon Perker said...

Awesome post.
Antivirus Support Number

Mobile Signal Booster said...

Hi DEAR..Thanks for sharing this post.I think it is a transcendent post. Such a wide number of an abundance of a dedication of appreciation is all together for this data. We Are mobile network solution get in touch with us for 4G mobile signal booster solution
mobile signal booster thane

best pre school in punjab said...

Interesting substance which encourages me to get the in-depth information about the innovation. To know more details about the course visit this site.

Love marriage specialist in Delhi
Vashikaran specialist in Delhi
Best Astrologer in Delhi

Afnan Garden Design said...

This is exceptionally useful and intriguing article.Nice to peruse your blog entry first time ever. I truly value this post. A debt of gratitude is in order for sharing this magnificent post.

Irrigation system landscape
Wooden Gazebo & Pergola
landscape gardening
Supply of indoor and outdoor plants in landscaping/

sonia said...

nice information.
Double meaning jokes

Buy Wellness Products Online said...

"Greetings DEAR ...It was really brilliant perusing this data and I think you are completely right and I genuinely value the article post a debt of gratitude is in order for sharing... WE are Ayurvedic Herbs Online reach us for all Buy Wellness Products Online , Best Place to Buy Wellness Products
Buy Ayurvedic Herbs Online"

Anonymous said...

Awesome post.
Heart break Status

Chirag Gonsal said...

Helpful article on importance of digital marketing, which is playing great role in promoting online business like vashikaran specialist in delhi and vashikaran specialist in Mumbai The business online are growing very rapidly like you can see vashikaran specialist in Chennaiare doing decent marketing. Also check vashikaran specialist in Bangalore for more knowledge.