Will Payovich Interview – Social Media for Business

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Social Media for Business -interview series has a panel of prominent Internet professionals from all over the world who are at the cutting edge of the latest Social Platforms. During this exciting and truly international interview series our experts reveal what are the most useful Social Media Tools and what you need to consider when you start using Social Media as part of  your marketing mix.

Will Payovich

Will Payovich is the Creative Director at Euro RSCG, Chicago USA. Will has successfully managed a wide variety of creative projects from high-end retail to highly technical industrial lubricants. He has delivered impressive results for many iconic consumer brands including, Citibank, Harley-Davidson, Western Union, Kraft, Sprint, Shell and ExxonMobil. Will’s creative leadership has produced numerous awards for the agency and he frequently serves as a judge at regional and international advertising competitions. He is also a regular contributor to trade publications on the topics creative and marketing strategy. Will keeps tabs on the industry at large with his daily blog.

Q1. What are the most important Social Media Platforms at the moment?

For advertisers, in general terms, the platforms with mass and activity. Facebook for its numbers and demographics, Twitter for its continued growth, influence and immediacy, and Foursquare which is gaining wider acceptance and popularity. Doesn’t mean any one of these aren’t the next Friendster-platforms will continue to evolve. What will help these platforms is that all are conducive to mobile as well as the desktop.

Q2. How do you see Social Media has changed the advertising communication?

It’s another channel in the marketing mix and not a silver bullet. It’s a channel that will require some trial and error and patience. And, it’s safe to assume it may not play a role at all in your advertising plan.

Q3. What Social Media Platforms would you recommend to a company that is just starting their online marketing?

It really all depends. Are you B2B? business to consumer? Product or service? Where will you find most of your prospects and customers? The reco becomes easier with a better understanding of your business and the goals you’ve set.

Q4. What are the key points to remember when a business starts using Social Media?

Research. Have a plan. It all requires effort. Test. Measure. Be nimble.

Three reasons NOT to start using Social Media:

  1. Our competition [everybody] is doing it.
  2. We don’t have a budget and social media=free marketing
  3. We live in fear of receiving the slightest negative feedback

Q5. How does Social Media Marketing differ from traditional marketing?

Traditional marketing is a monologue. Social Media Marketing is a dialogue. A conversation. Equal parts talking and listening. Marketers were used to doing all the talking have to learn to listen and leverage user-generated, (consumer-generated) content.

Q6. Do you think every company (that has a website) should have a Social Media Strategy? Why?

It seems only natural to leverage social media. As long as it’s driving traffic to your website and not cannibalizing or confusing consumers, go for it. It should all tie into your strategic online plan-and, are you seeing dividends from the time and effort you’re putting in to it.

Q7. How do you see Facebook as a Social Media Marketing tool?

Facebook is an excellent tool for those in it for the long run. Funny how many abandoned “fan pages” are out there (not a great brand builder.) Facebook is great for those that have a plan and don’t make it a playground for idle interns. And for those who want to engage consumers and can take criticism as well as praise. When done right, Facebook allows brands to strengthen bonds with consumers like never before.

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