Social Media Marketing Approaches

Posted by Jeffrey Blake on Thursday, January 28, 2010 Under: Social Media

Web Strategy Matrix: Social Marketing Approaches, Shotgun vs Laser

Shotgun Laser

Description Hiring multiple agencies to conduct social campaigns Building a deeper relationship with a core group of influencers

Similar to Interactive Advertising, “Fishing” Influencer Relations, ‘Friending”

Benefits Efficient way to get started, identify hot spots to pursue. Deeper relationships with core influencers who may spread word of mouth, and become brand evangelists.

Risks Brand burnout on community, risk of appearing disingenuous Spending more resources on a smaller few reduces chances of spread.

Costs Inexpensive. In this case, it was 15k X 8 agencies, for a total of 120k. Costly. Relationship marketing estimated 50-100k in agency costs. Loaning 100 economy cars at 15k each around 1.5 million.

Takeaway Ideal for the company that doesn’t understand social marketing and is willing to test on their own customers. Ideal for company that’s ready to invest time, people and money on relationships.

	Shotgun	Laser
Description	Hiring multiple agencies to conduct social campaigns	Building a deeper relationship with a core group of influencers
Similar to	Interactive Advertising, “Fishing”	Influencer Relations, ‘Friending”
Benefits	Efficient way to get started, identify hot spots to pursue.	Deeper relationships with core influencers who may spread word of mouth, and become brand evangelists.
Risks	Brand burnout on community, risk of appearing disingenuous	Spending more resources on a smaller few reduces chances of spread.
Costs	Inexpensive. In this case, it was 15k X 8 agencies, for a total of 120k.	Costly. Relationship marketing estimated 50-100k in agency costs. Loaning 100 economy cars at 15k each around 1.5 million.
Takeaway	Ideal for the company that doesn’t understand social marketing and is willing to test on their own customers.	Ideal for company that’s ready to invest time, people and money on relationships.