Technology & Data
- Big Data
- Tech & Innovation
How to Get Your Sales and Marketing Teams to Work in HarmonyContent Marketing for Midsized Companies: Whom to Target, What to CreateAtri Chatterjee of Act-On Software on the New Generation of MarketersMarketing Automation: What It Is and Why You Need to Know
- Social Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
A 5-step methodology to sell creative ideas with Social Media
Posted on June 25th 2012
When it comes to "creativity", some investors and clients can suddenly believe that they're facing intuitive people with beautiful and crazy tactics, but that it's not "real" marketing. This is probably the consequence of a century of client/advertising agency relationship: on one side, you had the account executives, the serious guys, who sometimes invited the funny guys aka the creatives, to pitch ideas and better entertain the decision-makers.
But this time is dead. Fun is not really enough in tense markets, and in the meantime, the traditional rational guys actively look for new ways to convince and reinsure. Using Social Media is naturally a great step forward: listening is a support activity for diverse marketing objectives (understanding a dynamic consumer journey, following communities and getting some insights related to a brand or to an interest); whereas "engaging" is one of the most sought action for companies. At the end, Social Media allows us to measure, because we now leave digital footprints anywhere.
The connection between "out of the box thinking" and "providing rational argument" can be more and more structured, thanks to creativity marketing practice. The idea is not to oppose 2 groups of people, but to apprehend an objective in a wider perspective. Social Media broke static tools; for instance, market studies are worth it if they're used as a simple snapshop, but they need to be extended with online conversations' analysis, online test groups, to better refine and "get" what really matters: cultures. Engagement programmes are fantastic dynamic compasses, but they sometimes need to be plugged in to real life, handled by people who are not all corporate marketers but great experts in their fields.
How to better sell creative ideas then? Well, we had a conversation with ESCP Europe MMK students last Friday based on this presentation:
Join the debate and let's talk about this 5-step methodology!