does social media marketing work for food and beverage brands?


the social media marketing worth it well
I’m not going to tell you now you’re gonna have to watch the video to find
out howdy I’m Giovanni I’d be the first one to advocate for social media as part
of the marketing strategy for a business I’ve been working on and talking about
digital word-of-mouth strategies and tactics and social media for years now
clearly social media has meant a radical change in the way people communicate
with each other and with brands that said even though social media has been
integrated into the marketing strategies of brands for years we still have
structural problems both of the strategic level on the enterprise and at
the brand for brands the strategic data which demonstrates spectacular growth
with social media penetration and the related media hype which is created from
all this data gives birth to pure ignorance now stay with me here there’s
a number of factors that have created this situation on the one hand there’s a
conflict regarding that results obtained from the data in an unhealthy obsession
with trying to prove the social media works if the data is so good well it’s
got to count for something right and sure data plays an important role
actually a very important role but there are several data and analytics brands
who did not have clear real or relevant results
forget about reconciling the data between the providers these proprietary
social data experts pop up on an almost weekly basis with their own blackbox
algorithms and formulas for measuring the value of different user activities
on social media still social media continues to gain importance when it
comes to a healthy omni-channel marketing approach and as much as I
absolutely hate Facebook from a personal and a professional point of view I’m not
suggesting that it’s going to be replaced well at least not for now by
any of those other channels and with all this and I already feel like I’m
starting to ramble but all this means is that there are people who think that
social media is overvalued and what we’re gonna have to decide if we agree
with them or if we’ve got some empirical data that shows otherwise it’s not
unfair for them to ask that so I’m working on different videos which delve
into the role of social media for businesses brands and individuals the
evolution of media and digital world and the correct way to put together a
strategy for 2020 so one main thread that I plan on leaving through all these
videos is a phrase used by photographers which is the sin of subjectivity and
will to that later but as I release these I
hope that they’ll create dialogue in the digital marketing space after I get them
all out I’ll use them as a basis for a presentation that I can start giving at
conferences to understand the concept and try to find solutions we first have
to understand the problems of social media strategies with brands a huge
issue we have when trying to decide if social media comes with comparing the
results of the most successful Instagram campaign a TV ad the number of fans of
the most important brands in our space maybe with fans to celebrities into ours
you’re most likely not a celebrity you’re not at the top of your industry
and very few of us have the budget to launch a national campaign on Instagram
or TV so you need to cut that out so into this question what is social
media for you social media can be a tool to communicate between people between
people and brand it can be an amazing customer service tool but often success
based statistics hide a very different reality
we may see data showing growth but what we’re seeing does not truly tell us very
much related to customer health a growth of 20% is fine but if you see point 5
percent growth the impact on your market looks kind of unremarkable
this doesn’t mean growth focus brands will pull out of social media if they
don’t see growth brands are on social media because they’re afraid of not
being there why well it’s because the competition’s there and if the
competition’s there were we have to be there social media has not only evolved
into a mature channel for marketing customer service and PR but for
advertising as well and now we’re starting to witness the migration of
cells directly into the social media ecosystem when I’m talking to others
about social media I hear both peers and clients speak less of conversation and
engagement and more about creating social ads campaigns creating content
for organic optimization and growth and conversion optimization now brands still
spend a very small percentage of their marketing budget on social media but the
hype machine in advertising and marketing is still fully focused on it
there’s often an imbalance in brand expectations versus what companies
invest in these social platforms which leads to disappointment when brands
unrealistic expectations can’t possibly be met there’s no media channel where we’re on
the fence about social media it’s all systems go full throttle hike when it
comes to social media still all media can be consumed through the internet all
media created 20 30 and 40 years ago can be consumed on any device with tablets
you can read magazines you can listen to the radio on your phone you can watch TV
on the computer all media is digital now some are born digital others have become
digital and well some like newspapers are dying a very slow painful death
trying their hardest to become digital there’s no question that we should all
be doing digital marketing today marketing means living in a digital
world what does this mean for executives in charge of branding and marketing each
year we have to define budgets from scratch we can no longer rely on the
previous year’s budget for any kind of meaningful guidance you have to start
with an open mind your budgets will be more effective and more realistic if you
don’t make assumptions based upon elements that you may take for granted
based upon past behavior this goes both ways also treat all media with the same
criterion if your digital first don’t favor digital just because and vice
versa spread out your spend you can find some
surprising wins in TV and radio if you’re creative spend some time sourcing
the right digital marketing partner explain what your needs are and what
solutions you expect he may get some pushback but anyone who knows what
they’re doing in digital is not going to be afraid to give you the truth whenever
you need to hear it then don’t assume that this means that they can’t achieve
your objective just ask them for some suggestions and look for creative ways
for you to reach your goals together you can include a results-based bonus
plan as part of their compensation I had a client do this with me a couple of
years ago and I honestly I balked at it at first but it also kicked me into gear
and we hit all of our targets three months out of it create a deal where you
can budget a bonus payout to the individuals on your marketing team if
their objectives are achieved now don’t get all slimy and assume this is a
cost-cutting measure the people working on your brand marketing deserve to be
paid fairly they don’t share the rewards of being an owner or a shareholder so
they shouldn’t bear the risky this is a bonus above and beyond their
normal payment as an incentive to do better work and to reach your goals more
quickly you have to do some math to figure out what works for you though for the agency you choose to work with it
boils down to five basic questions who is my audience what is the positioning
of my brand and how should this affect the way we do things how much budget do
I have one of the verifiable tangible goals for the campaign and when did the
goals need to be met in order for the campaign to be considered a success I recommend the following no separate
digital budgets from the overall marketing budget note social media
marketing specialists but omni-channel digital marketers for a digital world it
is absolutely critical that the people handling your social media have a clear
understanding of the rest of the marketing advertising and sales cycles
so they understand their place in the whole sales funnel for the whole brand
stop using the term traditional to refer to media is Facebook a platform or is it
media could Facebook be considered traditional today ask somebody who’s
under 21 but who cares all consumers eyeballs are the same whether they’re
looking at a screen that’s connected to a cable box a modem or a cell tower use
correct data don’t compare apples to pears and if you don’t know which data
is correct start with the data reporting solution that is the closest to the
source like Google Analytics Facebook insight Instagram and Twitter and
Pinterest all have their own analytics platforms YouTube analytics I know that
those aren’t as fancy and fun as a dashboard but you know that that’s pure
data coming from the source and that’s where you need to be looking stop
talking about the death of newspapers TV and radio these are still viable
marketing channels they serve their purpose and you can get fantastic deals
on inventory these days learn about different tools agencies use as well as
your own in-house staff I’m always skeptical and I ask everyone if the tool
they’re using is the tool that they need and no one seems to has an answer
because they don’t use the same tools which means that no one’s talking the
same language whenever they’re talking about your data
and lastly integrate your internal communications
channels is a single entity whenever it’s possible one of the most repeatedly
dysfunctional failures of brand marketing teams I see is the complete
ignorance of what the other team’s responsible for PR and marketing and
digital and product and advertising in cells are doing on a regular basis
forget about having goals that align and make sure that everyone’s rowing in the
same direction if you want to be successful and social you need to fix
this how could you expect to get value out of social media if the people
running it aren’t intimately aware of what the other department goals are when
you can’t and you won’t anyway is social media marketing worth it I think it is
on several levels and I know from experience why it is I just need to pull
the data now to prove it I want to know what you think please leave me a comment
with any questions or critiques I check those daily and will be quick to get you
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much for watching I’m truly grateful that you took the time and I’ll see you
in the next video

1 thought on “does social media marketing work for food and beverage brands?

  1. I was very surprised to hear you say NOT to base this year's budget on last year's spend. Very interesting. Thanks for your your insights.

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