Results Count ... everything else is conversation.: When a KISS is not a kiss

7 Lessons for all marketers in today's omni-channel world

Image Credit: Photoraidz; Freedigitalphotos.net

When people mention social media, Facebook most often comes to mind. But, there are literally hundreds of social media platforms used by consumers today. Some of the fastest growing, like Pinterest and Instagram, are highly visual media. Marketing messages often get amplified via social media in ways that aren't expected or intended. When something goes "viral" it is often on the "Twittersphere," where consumers are just as likely to rant as rave. A lesson learned by Hershey's chocolates is a valuable lesson for all marketers today: there are no separate "channels". Social media are an integral part of today's omni-channel experience, and the consumer controls the conversation … not the marketer.

Why this is important: Social media opens up all kinds of opportunities, as well as vulnerabilities. The rules and connotations of print ads no longer apply. Marketers need to be savvy and conscious of how messages are interpreted across all media.

Omni-channel is the new normal … and it includes social media!

The classic metaphor still applies: Omni-channel is like teenage sex – everyone is talking about it, but few understand what it really is or how it works in practice. In many retail posts, omni-channel just refers to multiple ways consumers shop for products, whether it be in store, online or by phone. Omni-channel certainly includes all of the places where consumers search, shop and then ultimately purchase.

The new normal of omni-channel refers to consumers' behavior, not where they buy. Social media is an integral part of how consumers research, acquire information and engage in dialog with family and friends about products, services and lifestyle. It is within social media that consumers gather research beyond the product specs. They go to trusted sources on social media for opinions. It is where they form their opinions about both products and brands.

Social platforms are "media" … but different

It's hard to remember when social media came to be in vogue. Actually, it's not that long ago that Facebook became mainstream. Some of the fastest growing platforms like Pinterest and Twitter are relatively very recent in the scheme of social media and omni-channel behavior.

So what's different? Social platforms are "media" in the sense of communicating ideas, visuals and even marketing messages. There is an art to designing good messaging and graphics that communicate directly with consumers, regardless of the medium.

But … there are two fundamental differences of social media:

Messaging and communication within social media are very cryptic, often short hand. No time or space for long messages or detailed descriptions. The visuals and graphics are often simple and iconic.
Social media is all about engaging consumers in dialog and interaction. It's their dialog, not yours. You don't control the conversation, the consumers do.

Hershey's hard lesion: When a "KISS" is not a kiss.

I picked up this story from one of my favorite sources: Morningnewsbeat.com. Kate McMahon had a great post on the saga of Hershey's new logo and how it played out with unintended consequences in the context of social media. A key learning here is that Hershey launched a new logo with little or no specific reference or messaging in social media itself.

If you look at the logo in the upper left, it is a classic logo from the days of print advertising. Hershey's name is in chocolate bar wrapper, with the iconic chocolate "KISS" as a photograph, complete with a foil wrapper and a drop shadow to give it a three dimensional effect.

Image Credit: Morningnewsbeat.com

If you look at the new Hershey logo in the bottom right, it has been modernized and simplified with no candy bar wrapper. In introducing the redesigned logo, the 120 year old giant of chocolate touted the new logo as a "fresh and modern interpretation of the beloved KISSES icon."

When a KISS is not a kiss … Milton Hershey would NOT be pleased!

I'm quite sure that the marketers at Hershey were quite pleased with their "modern interpretation" of their beloved KISSES. They probably even ran focus groups to test the idea before the unveiling. But, I'm quite sure that they did not think of testing it on social media. Nor did they have someone under 30 provide feedback on the use of the new logo in social media, or how it might be interpreted in that environment.

IF you are under 30 or a social media maven, you probably have already realized that the new "kiss" icon is exactly like the emoji (picture word) for "poo". It took only minutes for Twittersphere to light up with all kinds of reactions to the new logo:

"Is it just me, or does anyone see a steaming pile of turds …"
"Hershey, your new logo kind of stinks … "
Eater.com posted: "Sad face: Hershey's new logo literally looks like crap."

It is often said that there is no bad press. However, in these days of social media, I'm not sure that's true. I am quite sure that Hershey's marketers never intended or wanted this kind of press or brand image for their new product. Hershey certainly did not want to be labeled as a brand that "doesn't get today's customers and social media".

7 Lessons learned for all marketers in today's omni-channel world

Social media is a reality, and primary media. Consumers will talk about you and your brand in social media, whether you do or not.
If your logo looks like an emoji, consumers will declare it. If you logo or icon looks anything like an emoji, consumers will declare it de facto. If it looks like a "steaming pile", they will tell all that your logo, and your brand stinks.
If you don't know what an emoji is, hire someone under 30 who does. In fact, recruit staff with multi-media experience who are omni-channel savvy. More than 50% of future budgets will be directed toward social media. How many senior marketers are emoji and social media savvy?
If in doubt, ask. Good customers are your best friends, and they can be you worst enemies. You don't have to guess on social media. Recruit core customer panels from social media to get reactions before launching. They are far more valuable and accurate than any focus group.
Start the dialog, but stay out of the way. Remember that you can provide some inputs to engage consumers, but ultimately they control the conversation.
Listen more than you talk. Social media is all about interaction of consumers. Yes, you can message and talk about your products, but it's far more important and useful to listen for consumer feedback and trends.
Social media is an on-going dialog … not an event. In the days of traditional media, marketers launched campaigns and events in print and on TV. Social media is 24/7/365. That's the great news … and the bad news. Social media is always on - to positively engage … or rant about what stinks.