does social media marketing work for food and beverage brands?

https://youtube.com/watch?v=i5NOuxVCOrI

The social media marketing worth it well, I’m not going to tell you now. You’Re gon na 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 gon na 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 a response. Also, if you like this video, please consider subscribing subscriptions and comments are the most effective ways that bloggers can increase the discoverability on YouTube, and it also helps me create the content that you want to see. I hit my first goal for subs pretty quickly and now. I’M on a mission to get to a thousand, you can make all my dreams come true by helping me get there so go ahead and click that little subscribe button. Thank you so much for watching. I’M truly grateful that you took the time and I’ll see you in the next video

'M Giovanni

As found on YouTube