Social networking is as old as time. But starting and continuing a conversation isn't always second nature to digital marketers; particularly those who are used to the one-way media conversations of old.
But there are some proven strategies that have pushed brands to new levels of consumer relationship success. Anne Murray, the digital champion of one such brand, Southwest Airlines, spoke with iMedia to share her views on essential campaign components, driving demand through social media, and what resources need to be in place for a digital campaign to succeed.
Anne Murray is an industry leading brand marketer and digital champion. iMedia Connection: In your opinion, what are the three most essential components for launching a new campaign?
Anne Murray: My advice is to begin with the end result in mind and define the successful outcome you are trying to achieve. Have a clear understanding of the strategic objectives based on customer insight that are driving the need for the campaign. It is also important to have an integrated communication plan across each element of the campaign.
iMedia: During your tenure at Southwest Airlines, the company really made a name for itself in terms of digital branding. What can other brands learn about digital from Southwest's success?
Murray: The keyword here is branding.
Digital branding encompasses more than advertising. For Southwest, we looked at all aspects of our customers' interactions with us. We took the "face" of the brand online. Our customers were increasingly consuming our product online and we were fortunate to be able to be in front of the demand.
iMedia: It has been reported that 80 percent of Southwest's revenue was generated through digital channels. What was the key to driving this growth for the company online?
Murray: Our website became the central focus and call-to-action for all of our communication. Internally and externally, driving awareness for southwest.com was our mission.
iMedia: Southwest made the travel widget popular and successful, but now that they are losing popularity to microblogging and other new platforms, do you see businesses continuing to use them?
Murray: Yes, if it works for driving demand for their product. Our travel widget brought a unique offer to the customer that was exclusive to that channel.
iMedia: What are your top recommendations for running a social media campaign? Any specific tools/ techniques you find essential (or think brands should avoid)?
Murray: Determine the strategy that's driving the conversation you want to have with your customers through social media. Then evaluate what tools and techniques work for your brand socially. Don't view social media as an item on the communication checklist. You can't force the conversation.
iMedia: What is your view of Twitter and the role it will play in the future of marketing? Do you think it will lose popularity, or be replaced by a new technology?
Murray: The social space will continue to grow and evolve. It's a fascinating time to be in marketing and be a part of the evolution. New technology presents new and exciting opportunities to connect with our customers.
iMedia: What brands do you think really understand the nature of digital branding?
Murray: Brands that are willing to take risks and learn from their mistakes. Be in it for the long haul. Digital branding is running a marathon, not a 100-yard dash.
iMedia: Marketers had to do more with fewer resources this year, but in an ideal world, who are the players on a functional digital team and what are their roles?
Murray: In an ideal world, it's a cross functional team that includes all communication touchpoints collaborating on the same objectives. Breaking down the organizational silos is the key to success.
Jodi Harris is senior editor at iMedia Connection.
On Twitter? Follow iMedia Connection at @iMediaTweet.
