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About Mark Smiciklas

Mark Smiciklas

Mark Smiciklas is a Digital Strategist, author and President of Intersection Consulting; a Vancouver based digital marketing agency that teaches organizations how to leverage the dynamics of the web to achieve business goals. Mark is also the managing editor at Solopreneur.ca and is an established marketing and social media practitioner recognized for his visual thinking and practical strategic approach. You can connect with him on Google+.

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

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  • http://mytwittertoolbox.com David Perdew

    These are excellent points, but the one that sticks out the most is the consistent brand message across departments. We've all been in situations in traditional companies where HR doesn't know what marketing's doing, and neither does the head office. Social media transcends departments, because they don't exist in the environment they're participating in.

    Therefore, it's paramount that a company (especially larger ones) have a consistent strategy that's communicated company-wide to put their “best face forward” and not alienate or confuse any segments of their target market.

    • http://twitter.com/intersection1 Mark Smiciklas

      Thanks for the comment David. I agree that communicating social media goals (or the purpose of any other initiative for that matter) is critical, particularly where front line staff are disconnected from leadership teams. Keeping as many people in the loop when it comes to organizational objectives contributes to the development of a consistent brand message.

  • http://twitter.com/flashpreviews anthony

    Very Very nice, I think that your are 100 percent correct, the strategy has to continue offline as well in order for it to work. As David Mention the consistent brand message across departments is the key point.

    Thank you for a very relevant post!

    • http://twitter.com/intersection1 Mark Smiciklas

      Thanks Anthony – Great point about integrating online and offline.

  • hbflynn

    Great article… your points about department integration are a bit more complex IMO though. It comes down to the dollars. Retailers are infamous for having separate digital and store groups. More and more retailers are finally coming around to the one customer theory but this is a much more complex issue for large, national retailers who traditionally have siloed budgets. Who pays for ad buys/social programs, etc that use a digital medium to drive in-store sales. It comes down to who has more juice within their organization. In some companies it is the ecomm teams in others it is the merchant groups. Most marketing is centralized and then distributed to the local store managers, selecting from a corporate approved message. The successful retailers are the ones who can get past this in-fighting. In effect treat the customer as a person and not a channel.

    • http://twitter.com/intersection1 Mark Smiciklas

      Thanks for dropping by and for offering up some excellent insight regarding the integration challenges faced by retailers. Interesting comments about “in-fighting”. I have also noticed that a lack of cooperation between marketing and operations creates some huge hurdles when it comes to social media integration – this can include training of in-store staff, delivering on the last mile of an in-store promotion (i.e. redemption) or even around the development of content that involves in-store staff.

  • http://www.jayninelessons.com Jerry Nihen

    The model you provide is awesome. This is a great article. I agree with David, the consistent branding across the board is the most important point you make.

    • http://twitter.com/intersection1 Mark Smiciklas

      Thanks Jerry!

  • http://twitter.com/TweetMyJOBS_EU TweetMyJOBS Europe

    Thanks Mark for the great blog post. The model given could be greatly expanded adding the Branding using social recruitment

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  • Bart

    Another nice model by Mark, very transparant! Where to place this model in the Social Media models landscape? (http://www.socialmediamodels.net)

  • Elizabeth York

    Great article about the social media model, for more tips on using social media marketing for retailers check out this interview with Clay McDaniel: http://venpop.com/2011/interview-with-clay-mcdaniel/

  • Amir farzad

    This model is amazing. I want to  use it in my DBA thesis. Dear Mark please give me a clue if there is an academic background for this model so that I can use it. Amirfarzadfarzad@yahoo.com

    • http://twitter.com/intersection1 Mark Smiciklas

      Hi Amir – feel free to use the model with proper attribution. FYI – there is no academic background to this model…it’s based on my experience working with retailers.

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