Fire, Ready, Aim

One of the unfortunate consequences of social media is that too many people (digital marketers, social media strategists, companies, PR firms) are caught up in the tools of social media -- the shiny veneer. Lost is the art of the strategic approach to marketing (digital or otherwise). People seem to be dazzled by the Twitters, Flickrs, Frapprs, Dopplrs, and every other whiz-bang social media tool that removes the last vowel (where's Vanna White when you need her?).

The actual tools you choose to execute a marketing plan should be the last thing on your mind, long after you've decided what the heck you're trying to ultimately accomplish. The strategic approach behind communications has and will stand the test of time. However, too often, we've seen firms that specialize in social media get caught up in the latest and greatest sites and services, goals be damned.

We saw this with the Second Life mania. Come on, you remember that. Everyone was getting into Second Life only to realize it was just a sad and lonely virtual porn planet. I remember, at PodCamp NYC in 2007, getting into an argument with a panel of Second Life proponents, telling them that SL is not worth the investment to build an island and staff it 24/7 just to have three anonymous people stumble upon it (no offense, StumbleUpon). They said I was crazy. Tell that to my orphaned avatar.

What we need to do it get back to the basics of communications program planning. It's not that difficult, and it will make you look really smart to your clients.

1. Set your goals: Figure out what your trying to achieve: increased sales, improved image, brand exposure, closer relationship with your consumers. Whatever it is, make sure you know it.
2. Set your objectives: People often confuse goals and objectives. Goals are lofty, immeasurable things to strive for. Objectives, however, are measurable, so you should be sure your objectives contain measurable markers. For instance, "I want to increase the unique visitors to my Web site by 10% within six months," has a measurable objective with a time period identified.
3. Identify your audience: Now that you know what you want to say, you now need to determine whom you want to say it to. Knowing whom you're trying to reach is a huge help in selecting the right tools/tactics. You wouldn't use subway ads to reach stay-at-home moms, so why use Twitter to reach teens?
4. Do your research: Having a good amount of audience research to back up your plan will increase your chances for success. You need to know that a certain Web site, mobile device, service, etc. typically reaches your target audience. It's like checking the weather forecast before you travel. Only then will you know to bring a bathing suit or an umbrella. One great research tool is RapLeaf. They can use your customer e-mail database to find out what social media sites your customers belong to.
5. Determine your strategy: You know what you're going to say. You know who's going to listen. Now you need to figure out the motives and purpose behind what you're going to do. For example, your strategy may be to convince teen boys who are into gaming to sample a new first-person shooter by generating buzz on the gamer blogs. Whatever you decide for your strategic approach, stick with it. It will keep you on-target.
6. Test it out: This is a good step if you have the time and money. This can be done via focus groups, public beta testing, surveys, or even showing it to a bunch of people who have had NOTHING to do with your project. You really need that objective, unfiltered view of something that you're way too close to.
7. Tactics: Yes, this is last. Now that you're armed with a healthy amount of background work and knowledge, you're better equipped to choose the right tactic to reach your objectives. Even better, try two different tactics or creative. If one performs better, ramp that one up.

Of course, in the pitch to the client, I've always found that they are far more impressed by the fancy tactics than the stodgy strategy, but you'll succeed or fail on your strategic planning.

Image by Jasper Johns.
http://www.flickr.com/photos/nostri-imago/ / CC BY 2.0