Do It Right The First Time

This blog is a response to chapter 4 of the groundswell textbook called “strategies for tapping the groundswell” for my MARK4474 course.

Chapter 4 discussed using the POST method as systematic framework for assembling your plan when it comes to tackling the groundswell. Simply, POST stands for people, objectives, strategy and technology (Li & Bernoff, 2011, p. 67).

I think that using the POST method is a great way for companies to create a good foundation from where they can leap off of. Many companies make the mistake of thinking that they have to do something because someone else is, or they want to do something for the wrong reasons. This can lead to failure, and cause confusion amongst your target audience. It’s always a good plan to put your best foot forward – and the POST method can help companies do that.

Here’s a quick overview of POST, and how I would look at things if I was a social media marketing specialist at AMA.

People. Who are your customers? How do you think they’ll react? What are they currently doing?

  • In chapter 3 I looked at the Social Technographics Profile of both males and females aged 35 – 44. A majority of them were joiners and spectators, with some being critics as well. I think that many people in this age group are involved in social media somehow – as many use it to keep in touch with family members. If they saw AMA was actively using the groundswell, they’d want to keep in touch with us as well.

Objectives. Set goals. Are you interested in listening? Talking? Energizing? Supporting? Embracing?

  • Because I know that a majority of my target audience are spectators, it seems logical to set AMA’s goal as talking. Talking includes, “using the groundswell to spread messages about your company (Li & Bernoff, 2011, p. 68).” They are also joiners, so I know that they will be on the social media sites AMA will talk on.

Strategy. What are the steps that need to be taken to make your goal a reality?

  • My strategy would be to get the different business units involved (travel, insurance, rewards) to make sure that they understand the objectives of the social websites we use, and also ensure that they understand why I may reject certain content suggestions. I would also make sure that everyone on my team is on the same page as well.
  • I would then ask for the business units to brief me in on their campaigns, so I can become more involved and do digital marketing and social posts that integrate with their campaigns. By doing this, I am spreading the message about what AMA is doing, and the same message is being promoted across all mediums. Because of this, our campaigns will have a higher reach and frequency.

Technology. What technology are you going to use? Blogs? Social Media? Etc?

  • I’d use social networks – the biggest one being Facebook. If people like our page, then I know that they would want to hear more from us. Twitter would be another good one, if the message is brief and works for the medium.

To wrap things up, another mistake a company can make is to ignore the groundswell. A company that doesn’t evolve with the times is not going to succeed. By using the groundswell properly after considering the four components of POST, a company can be successful in achieving their goal and in turn, improve their business.

This short video also sums it up nicely – a business is almost “irrelevant” if they don’t use social media, but even when they do – they have to use it right.

What’s your favorite example of a company using social media right? 🙂

-B.


Bibliography

Li, C., & Bernoff, J. (2011). Groundswell. Boston: Harvard Business Review Press.

MMOs are Social Media?

Hello Internet,

As a part of my Social Media Marketing Class (Mark474) at NAIT, I’ll be writing a blog each week! 🙂

This blog is in response to an article called, “Users of the world, unite! The challenges of opportunities of Social Media” by Andreas M. Kaplan and Michael Haenlein.

Something that definitely piqued my interest was the classification of virtual game worlds as social media – I guess it just never occurred to me. Now, I played World of Warcraft (WoW) from Grade 11 to my first year in college (I quit before Mists of Pandaria), and I’ve always thought of massively multiplayer online role playing games (MMORPGs) as just that – video games!

According to this Wikipedia article:

Social media is the interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.

So by this definition, MMORGs like WoW are considered social media…?

The picture below is an old one from “back in the day” with a few guild members which I guess could also be called a virtual community. We interacted with one another; we talked, we raided, we helped each other out. BAMMO! That sounds just like the definition! Case closed, MMORPGs are social media.

ImageHowever, I personally think the definition is a bit to broad.

Similarities & Differences:

I can see how a virtual social world like Second Life can be considered social media because that’s what it was meant for – socializing. But MMORPGs are just so much more than socializing – it’s about grinding levels or gear, progressing in game and reaching different achievements. Not to mention, you don’t even have to be social. Some MMORPGs, like World of Warcraft, have a tool that helps you find other people to queue with for dungeons, etc. – no socialization required.

On the other hand, if you want to be social in MMORPGs you can add friends, block people, join a guild, have a conversation… Sounds a bit like Facebook, right? (But the guild would be a “group” instead.)

Both MMORPGs and social media are also similar though, in the sense that people want to do well or achieve something. On Twitter, you want to gain more followers and popularity, on Facebook you want your status updates to get tons of likes and in MMORPGs you want to gain more skill, gear and achievements so you are seen as “better”. Everyone loves getting rewarded, and both social networking websites and MMOs deliver that. Lots of people use social media for “bragging rights”.

Another similarity between MMORPGs and social networking websites like Facebook and Twitter, is that they are very customizable. People want their profile or avatar to reflect who they are in a good light. Whether it’s having an amazing profile picture or having the best looking gear in the game, it’s essentially the same thing. People that use these mediums want to out their best face forward.

One of the main differences that I see between MMORPGs and social networking sites like Facebook and microblogs like Twitter, is that you have companies actively trying to engage you and get your attention. Maybe this is why my brain says, “NO! MMORPGs aren’t social media!” Maybe this is also a huge opportunity that is being missed by companies? … Who knows? Virtual game worlds have a high social presence and media richness, allowing for them to be a powerful medium.

As a gamer, I’m always going to think of MMORPGs as just games, but there are definitely many parallels between them and today’s popular social media platforms. This article on Mashable does a good job of explaining them! 🙂

-B.