Social media ‘here to stay’ in the marketing mix
Marketers and media owners plan to shift more resources into social media over the next 12 months, with over a half of respondents in a new survey saying “it has its place” in the marketing mix.
The new findings in the latest Mumbrella Industry Snapshot survey has revealed that over 30 per cent of those interviewed believe there will be “significantly more resource put into using social media” next year, while 48 per cent said there would be “some” shift.
Around 16 per cent said there would be “no major change in focus towards social media”.
When questioned about how integral social media was viewed as part of the overall marketing mix, 14.4 per cent of respondents said it was “essential”, while 20.5 per cent said it was “very important”.
The 6 percent who say that Twitter is a 2-3 year passing fad interest me. What do they think will replace it? Telstra is active in social media because our customers, ex-customers and potential customers interact in real time in those places. There’s nothing new about corporations accessing channels where customers do their thing. What is new is the need to be human, accessible and very real. As I’m typing this, an online game is being played on Twitter: people are tweeting a question to @Telstra. They are mainly silly questions (“will acid wash denim come back” or “what’s love got to do with it?”) and our responses are suitably playful and lighthearted. We are blessed with a great team who are happy to be themselves online but also know they are representing Telstra. This will end soon and our Twitter team will get back to helping customers – but in the meantime we’ve made a connection and humanised the brand. Vive la social media.
Kristen Boschma
Head of Online Comms and Social Media
Telstra
I’m waiting for the standard post from Trent Lloyd to appear.
See the previous Qantas article……
@Kristen Are you trying to say you have made a humanoid version of Telstra? I am thinking Bill Lumbergh is the epitome of a Telstra humanoid..
. @Tom How did you know? Bill is my hero – I love everything about him: the vanity plates on his Porsche, the way he spoke and his obsession with paperwork. What a leader. However, I think you need to add a dash of Lara Croft, a pinch of Gomer Pyle and a good glug of Super Mario to really get a handle on the type of humanoid we were trying to create.
If you could go ahead and make another comment that would be great.
Humanising Telstra..hmmm could take a while