Do you want to succeed at social media or social media marketing? There is a difference—a huge difference. It’s the difference between using social media tools and adopting social media philosophy; the difference between sparking posts about your marketing and posts about your product or service; and the difference between marketers who focus externally on how the brand is broadcast versus internally on how the brand is realized.
So do you want to succeed at social media or social media marketing? The answer is the former, but many marketers focus on the latter. I’d like to make this difference more real by sharing two examples—the first in the entertainment industry and the second my own experiences in a mall this weekend.
Snakes on a Plane (SoaP) is the entertainment industry’s greatest pre-release social media success story to date. The Guardian called it, “Perhaps the most internet-hyped film of all time.” Fans produced their own T-shirts, posters, trailers, novelty songs, and parodies. Producers organized a contest to select a fan's music for use in the movie. The filmmakers added shooting days in order to implement changes suggested by fans on the Internet (including Samuel Jackson’s famous and unprintable-on-this-blog line about “m&f%*#f+!@ing snakes”).
Rollin Ford has one of the toughest CIO jobs on the planet. He leads a global IT team in one of the world’s largest companies by revenue and employees, a company that has earned a reputation for leadership in supply chain that has allowed it to dominate its markets. Yet Wal-Mart is constantly under pressure to maintain its leadership position. In the US, Target has become a fierce competitor, while in the UK, Tesco may have overtaken Wal-Mart in supply-chain leadership, with Tesco's move into the US watched closely by Wal-Mart.
Earlier this year, Ford sat on a CIO panel discussing IT’s role in innovation. His thoughts on innovation also touched on strategy and alignment. He suggested that innovation starts with the customer, then leads into a business strategy, and then it gets enabled by technology. However, he acknowledges, “there are very few secrets out there.” Ford suggests that the only competitive advantage over time is the speed at which your organization can implement and leverage innovative ideas: “Your organization has to embrace change and new technologies, and that becomes your model. It’s about getting from A to B and doing it quicker than everybody else.”