Stalk Marketing: How Far is Too Far?

Social Media gives brands and advertisers a new level of access to their customers. When used well it's a Win/Win. As usual, Jeremiah Oywang sums it up perfectly.

It seems easy when the situation is simple:

Customer: I really need a stainless steel waffle iron.

Waffle Iron Maker: Buy mine here.

Transaction Complete.

But, what happens when the brand wants to continue the conversation? At what point does it shift from marketing to stalkering? Yesterday Chris Schultz asked the Twittersphere their opinion on getting an unsolicited DM from a local establishment after making a purchase. The responses definitely trended toward creepy. On the other hand to quote a girlfriend "JCrew could call me at 3am and I would happily answer the phone."

So, consider this scenario...

You are browsing the interactive Anthropologie aisles, throwing embroidered cardigans in your cart willy nilly. After amassing Supermarket Sweep-style quantities of couture, you head to your cart for some editing. (Bedazzled boy shorts? Seemed practical. But, on second thought... Click. Delete.) So, you've narrowed it down to the necessities. But, alas, you must abandon your cart for whatever reason- indecisiveness, bankruptcy, kitchen fire. When you return 2 days later to seal the deal, the object of your affection is *gasp* SOLD OUT!

In this situation, would it be intrusive for the retailer to send you a head's up that there are only 3 size 2 dresses left? (Shhh, online anyone can be a size 2) What if they sent a coupon for 20% off those adorable flats languishing in e-commerce purgatory? Or a recommendation on a new blouse in stock that would look great with the slacks you bought last week? How far is too far?

And what makes some engagement tactics better than others? Is it the approach? The offer? The circumstance?

It's a whole new game, and the rule book is still being written. As a professional in social media, I occasionally find myself questioning how to use the Web 2.0 tools at my disposal to avoid overstepping the bounds. At the end of the day, I try to remain honest, offer value and ask myself how I would want to be approached. Game Plan Golden Rule.

Break Out Your Brand Bib

Open source. What an incredible idea. Collaboration and sharing of resources to reach a greater good. No more "proprietary" models and secret boy's clubs. But, in closing the gap between the information haves & have-not's, certain services are bound to become obsolete. Is advertising one of them? Gasp! Seeing as I have a new baby to support and mortgage to pay, I certainly hope not. But innovations like Federated Media are making it much too easy for companies to control their own campaigns. They let you set goals, browse relevant targeted sites, create your own web banners and track their performance. So, why do you need little ol' me? Should I pack up my Pantone chips and call it a day?

As if I'd give up that easily. Let's be honest. Anyone can post 140 characters. And setting up a blog is as easy as picking a template and clicking a mouse. But, that's not enough to build a brand. The value lies in the relationship. In not only understanding the tools at your disposal, but how your audience wants to recieve your message and why that message is important. It's about understanding what your community wants from you and including them in the conversation. In a way, it's so much easier. Your customer is telling you EXACTLY what they want. Not that merely listening is enough. The business opportunity is taking those insights and turning them into something better for them.

It's a whole new game. And it's harder to quantify or explain with pie charts and ROI. It's a whole lot messier. But, hey, I feed a toddler everyday. I am used to mess. Mess is part of the process. Grab a bib, folks. The fun is just starting.