Comments on: Who’s to blame for the social media campaign

By: Narco hip hop

Narco hip hop — Thu, 25 Sep 2014 08:24:30 +0000

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By: Marek

Marek — Wed, 09 Dec 2009 03:48:56 +0000

Great post James.

Don’t you think like all great marketing, there should be a strategy that can then be executed with campaignable ideas?

I.e.
Step 1: create a social media strategy that dictates the long-term engagement & relationship building.
Step 2: Implement campaign executions in line with that strategy that enliven and develop further the community.

In my view, Step 1 is an activity run by the client, with the advice or strategic direction of an agency/consultancy who have a close working knowledge of the client’s brand.

Step 2, where based on the guidelines and strategic direction, client’s can brief agencies to create campaigns that integrate into the communities.

The problem is there always ends up being a struggle for the division of power and long-term control.

By: @crowdmanage

@crowdmanage — Sun, 29 Nov 2009 21:18:19 +0000

Most client-side employees are comfortable with campaigns, because they are something that they can explain to management, and use to justify budget (and their jobs).

If you are an in-house marketing exec. and you pitch hiring a firm for community engagement, then you are not going to be able to easily show a product to management.

By: James Duthie

James Duthie — Fri, 20 Nov 2009 01:48:43 +0000

@Matt – It’s hard to analyse the campaign properly without seeing the brief, but based on the executions it seems as if maximum reach is the goal. Very much old school, campaign style thinking.

By: inspiredworlds

inspiredworlds — Thu, 19 Nov 2009 02:49:17 +0000

Toyota must have seen an episode of the Apprentice where two sides pitch against each other and decided to implement it in real life =p

Are they trying to push a new model of the Yaris or generate awareness of the car? Because I’ve been following three of the campaigns (Population – best state, One Green Bean – WerewolfinYaris, and the video one) and I still don’t know what it is about.

Also, I think everyone just uses the campaign based approach because it is the easiest to implement and has ROI, and they are used to it from traditional advertising. Short burst, or pulse marketing.