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I admire your passion for the field you have chosen. I accept many of the basic premises from which you make your claims. I understand that in any relatively new field that statistical support will likely be short.

When we market a vehicle for sale to our consumers and miles per gallon is an issue, we must present numbers to support our claims, simply saying “it gets good mileage” is not enough information for many consumers. When presenting the features and benefits of a vehicle and we pop the trunk, it’s ok to say “it’s a big trunk” but we must be prepared to say just how big it is. In areas of opinion like appearance and ride, we do well to keep in mind that what we find as comfortable and attractive may not agree with everyone’s tastes. We must always be aware of the subjective areas of our presentation.

 If we as marketers of a vehicle begin to fall short of answers to the consumer’s questions, the one thing we can’t do is become frustrated and call into question the consumer’s intelligence by inferring that he/she is 'failing' to see the value that is obvious to us. The consumer stops listening immediately. It’s over, it’s done. The better salesperson/marketer will be patient and continue to attempt to make the value obvious to the consumer. When we fall short on answers, become frustrated with the consumer’s inability to see the value we see so clearly, we can not shortcut the process with inferred threats…..”your world as you know it will come to an end if you do not buy this vehicle”, we need to call it quits and go back to flipping burgers.

I am often slow to respond and understand the value in anything “new” these days. My not understanding does not make something bad or undesirable; it just means I have not arrived at the same conclusion as the presenter yet.

Marketers of Social, my world as I know it may well end if I do not soon see it your way, I’ll give you that. A well seasoned marketer understands that the key to his/her success (transferring my dollars to your bank) lies in her/his ability to help me understand the value. A rookie gives up and tells me I don’t get it and infers my stupidity. 

For the record, there are several vendors and consultants who are presenting fair and balanced arguments for Social that make a lot of sense to me. When they are relying on gut or assumptions in support of their claims, they say so. When numbers are available, good or bad, they present them. These vendors and consultants have my attention. They are long on patience and short on threats.

My opinion and a buck will get you a coffee most places.

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Social Media Will Account for Nearly 10% of Marketing Budgets

Posted by Marissa McNaughton


According to a survey conducted by the American Marketing Association and Duke University, social media marketing is clearly on the rise:

  • Social media spending is expected to account for 9.8% of marketing budgets over the next year (up from 5.6%)
  • Social spending is projected to climb to 18.1% of total marketing budgets in the next five years
  • B2B services companies are expected to nearly double their social spending, up to 12.2% of total budgets (from 6.9%) 

However, integrating social media strategy into overall marketing plans has a long way to go, as reported by Marketing Profs:

  • Only 10.5% of CMOs (Chief Marketing Officers) felt that social media was integrated ‘very effectively’ with firm’s marketing strategy
  • Only 6% felt that social media was integrated ‘very effectively’ with firm’s overall strategy

Survey results were based on the responses of 421 top marketers in January 2011. See the full 2011 CMO Survey here.

Charles Kim, With some reservation, I agree with your statement, "There is a reason digital marketing and traditional marketing get the lion's share of marketing budgets, and why social media (which is a small subset of digital marketing) gets just 2-4% of all marketing/advertising expenditures...the ROI isn't there." We do get carried away with one platform, especially when it's new and we can see it's potential. A good marketing strategy is, in my humble opion, multi-platform. Some pieces of this puzzle will be stronger or weaker than others but all feed the beast.

I am the client here, and I have to be the one to pitch my ideas to my boss, the dealer, so he will give me the budget to do the things I think we need to do. Sometimes it feels as if I need to oversell to do something that doesn't have an "immediate" ROI but has long-range implications for the future. Where do I get ideas and how do I refine them? Right here in venues like this with people like you all. For free.

I never run into anyone here that I think is stupid. Sometimes I disagree, or think someone is drawing the wrong conclusions, but it is through debate that consensus is formed and ideas are formulated. Thanks Thomas for being a part of that.

"My opinion and a buck will get you a coffee most places." First off, Mr. Kelly, I like that saying.


I am in Marketing and I do have my head in the Social Media game, but I could not agree with you more.  It might be my soap box, but I believe that transparency is the key to success in much of the Social Media Marketing game.  There is still quite a bit of gut feeling in this game, but in any game sometimes you have to take chances.  Being transparent about what is a gut feeling and what can be backed up with statistical claims is part of the presentation of Social Media Marketing.  It might be uncomfortable for some but it is the current reality.  So, with that I am going to take my soap box and a dollar and go get a soda.   

I don't take myself too seriously Stephanie and my opinions are just opinions. Their value is questionable at best....a buck on the otherhand, has "some" certain value.

Thank you for your comments, keep doing what you are doing, the way you are doing it and you will remain at the top of the Social Media game and continue to help inform and guide us in the right direction.


Thank you, Tom!
When our business is so focused on 30 day sales cycles, many exercise a reactive mindset. I'm not soap-boxing that being reactive is negative at all, rather there needs to be a more proactive approach and set the basis for a more balanced approach.  Social obviously is a hot topic so exploring it is both reactive and proactive.  The "what have you done for me lately" is a defense mechanism for a flawed process.  If 80% of buyers research on the Net, doesn't the 20% deserve to be reached?  I always proposed just keep adjusting the pie quarterly and stay proactive by reacting to the constant moving target.

When I started at my current position over 2 years ago I told the owner and VP that I thought social media was a growing opportunity and we should definitely stake out our claim on facebook and twitter but I also tempered that by stating that with limited resources the ROI expected from social media was going to be minimal in the near future and we should watch it closely and respond accordingly, always weighing it against getting the best bang for our buck across the entire digital marketing spectrum.


Two years later we are spending more time and money on social media but even though the ROI appears to be increasing we are still careful to not neglect any of our other important areas of online marketing, including SEO, PPC and growing our own network of websites.


I love to be on the cutting edge of all things related to digital marketing but if someone knocks on your door and tells you that you better jump on this bandwagon or you are stupid, then ya I would recommend you kick them out!


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