Social Media Mistakes Of Five Big Marketers
Nothing aggravates Joseph Jaffe more than marketers who employ fakery, manipulation and heavy-handed lawyers in their social media interactions with consumers.
Jaffe lambasts Sprint, Sony, T-Mobile, Target and Starbucks in this video, presented at the Association of National Advertisers’ Integrated Marketing Conference.
Jaffe is author of the books Life After the 30-Second Spot and Join the Conversation. He also runs JaffeJuice blog that is number 26 on Ad Age’s Power 150 ranking of the top media and marketing blogs.
Joseph you reveal a painful truth in your presentation. Marketers should really understand that authenticity and ethics are needed to be part of social media and that “bribing” social influentials is definitely not the way to create loyal customers.
So my advice to marketers is: think short term but also long term. Consumer Contact Improvement (now CCI and formerly known as CRM) is not only firing promotions at digital consumers during your product launches. You also need to understand that brand equity and digital brand programming demand having an architecture and long term strategy too.
Building long term mutual beneficial relationships with consumers need: listening, brand interactions and dialogs as well. It’s like real life: no relationship holds when one partner only shouts and never listens.
Tipped by: Mindshare
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Good article! The video of Joseph Jaffe is really inspiring. I created a Dutch post on my blog with a mention of the video, scheduled for upcoming Wednesday. Of course mentioned ViralBlog.com as the source
Yes Joseph is really hitting the button here. After all the fireworks (shouting campaign) we put consumers in de dark again.
The only solution for marketers is besides all their campaigns, also start digital brand programming: listening in long term programs as well.
Cheers
Interesting posting! Definitely worth watching the video a second time.
Joseph Jaffe is indeed very inspiring! I really like the examples he shows. It looks so obvious for brands to do the right thing, but they still manage to make the same mistakes over and over again..
Awesome video! I sent it to a friend who teaches a class on social media. I’ll be sure she shows it to her students so these types of campaigns don’t happen again. I can’t believe Starbucks missed out on Winter. What a cool name. What a missed opportunity.
@Roland
Cool, send him some more links
You’re so right about Starbucks. But they have done a smart thing now, see our latest item about myStarbucks Idea
Cheers
Igor
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