Social Media For Adults: IBM, Ford Motor, Johnson & Johnson, Universal McCann, Deep Focus, and Pepsico

by Bradley Jobling on October 3, 2010

This is the second part of a two part article beginning with Social Media For Adults: Ariana Huffington of Huffington Post and Sheryl Sandberg of Facebook.

Next up from the corporate side were the marketing people:

Takeaways from this discussion were:

  • Social media has evolved beyond experimentation and should become part of the marketing program from the initial planning process.
  • Social media needs to be in the front. It doesn’t belong to HR, communications, PR, marketing, customer service or operations. Social media envelopes all of these areas.
  • Pepsi has started asking about new flavors and types of packaging on their social media platforms.
  • Bing has used Huffington Post as a contextual ads partner to help drive traffic to their site. The search option has been included directly within the advertisement banners.
  • Marketers should keep their eye on social gaming. Farmville is popular.
  • In 2011, Ford will be showcasing their new Explorer on Facebook. They’ve also created banner ads with a fake “Like” button which were really redirects to their Facebook site.
  • For the launch of the Ford Fiesta the company provided several social media ambassadors a car for a month with the only requirement that they Tweeted and blogged about the experience.
  • Advertising and media will need to be more integrated in the future due to the real-time nature of social media marketing and digital media. This goes back to the statement in the first post about this discussion that there shouldn’t be RFPs for social media content.
  • Goals for social media should be determined beforehand, i.e. CRM, customer service, or media space.

With the involvement of social media in all parts of the company, social will need to be authentic, real and personal. This personalization cannot be so specific that the customer feels their privacy has been violated, more like a category personalization, i.e. foodies. Social should connect people to other people just like them, with a mutual interest in the product or brand.

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