Target Hits the Bullseye with Social Media…Wal-Mart, Not So Much
Today on socialmediatoday.com, Jim Tobin from Ignite Social Media talks about how Target got it right with their latest Facebook strategy - and how Wal-Mart got it all wrong. In his article, Tobin notes how Target tried to work with the Facebook platform by listening, instead of doing what Wal-Mart did: working on pushing a “style” component while they are a company that is known for their “practical” side. Such actually reminded me of that “Come and see the softer side of Sears” campaign...that aside, need we remind you of Wal-Mart past online efforts, such as their Fall 2007 collaboration with Edelman that resulted in the fake blog, or flog, controversy.
Maybe not knowing the medium, or the message to try and get out through the medium, hurt their efforts - and resulted in the Wal-Mart Room mate Style Match group wall ending up with postings like “Wal-Mart is toxic to communities and livelihoods.” -while Target garnered comments about people loving their stores. Sounds like, as with overall strategy, Wal-Mart might be better sticking with what they are known for - and better off by listening to their customers.
How Target Got it Right on Facebook, and How Wal-Mart Failed [socialmediatoday.com]
Back in August, we wrote a post about how Wal-mart’s latest social media marketing campaign was inherently flawed. We predicted that it would, once again, blow up in the retail giant’s face. (Note to the folks in Bentonville: Let Edelman focus on the traditional PR. Give us a call on the social media marketing stuff, k?)
Here’s what we said then, in a nutshell: This campaign won’t work because Wal-mart is talking “style” when they are known for“practical.” The campaign should focus on the utility of trying to move to a dorm. Alas, it was too late for them to listen.
But Target, on the other hand, did listen.
(Note: Check with legal, Do they owe us royalties?)
As it happens, while Wal-mart was prattling on about something they don’t understand, Target was listening! (See Listening is Social Media Step Oneon how important that is.) They began to understand the flow of the conversation among incoming freshman. They began to understand the Facebook platform and how conversations occur there. They wisely noted:
“We aren’t there so much to tell a story, but to put on a party, giving the students a platform for social interaction.” Any content provided by a marketer in such a setting “needs to work as social currency. … Whatever story there is,it’s mostly told by the users, not by the brand.”
Their Facebook page was about dorm room survival. They had practical tips, they had photos, they (gasp) let users upload their own photos in place of the once they carefully designed first.
They made the marketing very subtle and were rewarded by posts from people saying how much they love Target (See that: brand evangelists doing the marketing work for you, if you (a) deserve it and (b) give them the platform on which to do it.)
Wal-mart, on the other hand, had vicious wall posts slamming their corporate practices, for example.
“Wal-Mart is toxic to communities and livelihoods.”
There’s so much right with what Target did and so much wrong with what Wal-mart did, I could go on for days (maybe I have already), buthere’s 5 points to take away from this (different than our earlier 5 Steps to Rolling Out a Social Media Campaign):
1. Listen first. Social media marketing is cocktail party dialogue. When you enter a new group, you listen politely first.
2. Talk on your prospects’ terms. Back to the cocktail party analogy. Incoming freshman were talking about their fear of being properly prepared for dorm life. Wal-mart said, “Let’s talk style!” Target said, “Let’s talk survival.”
3. Understand the value you bring. There are a lot of people who hate Wal-mart. This doesn’t preclude Wal-mart from participating in social media, but they ignore this truth repeatedly and get slammed for it. They don’t understand the value they bring.Target, on the other hand, doesn’t have that baggage, and played their“we’re the place you can get cool, functional stuff pretty cheap” card beautifully.
4. Social media campaigns can cost a fair amount.Target budgeted $500,000 for their campaign. Facebook’s media kit talks about minimum investments of $50,000 per month. People think of social media as “free” and it can be. But you’ve still got to budget for time,at a minimum, and if you want to buy you’re way onto a media platform like Facebook or MySpace, you still need a budget of some kind.
5. ROI measurements are different, and not very evolved.Target had 7,176 members of their group by September 31. That’s great,right. If you calculate a CPM (cost per thousand) relative to members,the CPM is over $69,000. Of course, CPM is more traditionally applied to “impressions” which were no doubt hire. But the point is, the value of over 7,000 people engaging with your brand in a positive way is much, much hire than 7,000 people being exposed to an ad. The ROI calculations, however, are still being fleshed out.Kudos to Target for getting it. That will pay dividends now and in the future.
Oh, and their campaign started July. I guess they don’t owe us royalties… Dang…
Posted by Web Team on Thursday, October 11, 2007
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COMMENTS
I love Walmart. Walmart has done more good for our economy than bad. Walmart has been responsible for keeping inflation in check by providing products and services at very low cost. While everything else seems to be going up, i.e. the price of fuel, my state and federal taxes, my heating costs, the prices at Walmart have been going down. How can this be a bad thing? I think all of you people who are opposed to Walmart are idiots who have nothing better to do than to bitch and complain about a well run, well organized, professional company like Walmart.
bob in
Thursday, October 11 at 03:40 PM
I love Walmart. Walmart has done more good for our economy than bad. Walmart has been responsible for keeping inflation in check by providing products and services at very low cost. While everything else seems to be going up, i.e. the price of fuel, my state and federal taxes, my heating costs, the prices at Walmart have been going down. How can this be a bad thing? I think all of you people who are opposed to Walmart are idiots who have nothing better to do than to bitch and complain about a well run, well organized, professional company like Walmart.
bob in
Thursday, October 11 at 03:47 PM
bob go get a job there,you won’t have to worry about bills,wmart deals with commies which be the way is the biggest counterfeiter country on earth , ever wonder if any of that junk is worth it? Think about your food that comes from there in Walmart products and other companys. WE still have farmers here ,do you really need low grade food not knowing what is in it or how it is grown,cleaned if at all or what type of chemicals are used.
JOE in
Thursday, October 11 at 04:00 PM
Bob where did you go to school,you prove the trash they’re putting out. Go to your prior 10 posts you are the one with nothing to do. s i m p l e t o n .
Jack in
Thursday, October 11 at 06:57 PM
JOE,
“Think about your food that comes from there in Walmart products and other companys. WE still have farmers here ,do you really need low grade food not knowing what is in it or how it is grown,cleaned if at all or what type of chemicals are used.”
And, just WHERE did that tainted lettuce, that shut down Taco Bell for about a week, come from, HINT: it wasn’t China?
RDS in
Thursday, October 11 at 11:02 PM
I wouldn’t waste cyber-ink on bob, guys, it’s what what’s-her-name would call a “drive by comment”. I seriously doubt he is still around to respond.
If there is anyone from the over-worked, under-paid Media Team monitoring, bob’s duplication of his post on multiple threads is just as much spam as if he linked to a male enchancement product and therefore, subject to deletion.
And, just WHERE did that tainted lettuce, that shut down Taco Bell for about a week, come from...?
I will never understand the they-all-do-it-so-let’s-ignore-it school of thought.
Ken V in Texas
Friday, October 12 at 04:03 AM
RDS Sleepercell ,they were such good people S.T.F.U.
JOE in
Friday, October 12 at 06:29 AM
A Waste of Good “Cyber ink”
Bob in… on the Annoyance Scale, you rank somewhere between halitosis and hemorrhoids.
ScrewedbyWal-Mart in Anytown, America
Friday, October 12 at 08:25 AM
Screwed you can add rds to that list.
JOE in
Friday, October 12 at 09:29 AM
Screwed:That is just too funny!
ddrb in
Friday, October 12 at 11:15 AM
Ken V,
“I will never understand the they-all-do-it-so-let’s-ignore-it school of thought.”
I’m not saying “they-all-do-it-so-let’s-ignore-it”, what I am talking about, is China bashing and people saying, “Because some China products have recalls, don’t buy anything made in China, buy from America, they are safer”, then we hear about meat recalls, lettuce recalls, tire recalls, automobile recalls and now pot pie recalls, all products made here in America!! So, how can anyone say American products are safer? And, aren’t people like SDV, saying ‘Costco does it, so therefore so should Wal-Mart’, when it comes to wages? Or, how about you, who says that when Wal-Mart does some things DIFFERENT than others, they are wrong!!
RDS in
Friday, October 12 at 12:22 PM
RDS:If all things are equal,Id rather buy a product made here in America,where if there ARE issues with poisoning of any nature; LEAD PAINT,ECOLI,MERCURY,SPINACH,LETTUCE,MEAT,TIRES-AT LEAST WE HAVE THE ABILITY TO GET A HANDLE ON IT QUICKER AND HAVE LAWS IN PLACE TO PROVIDES THE CONSUMER A MODICUM OF JUSTICE AND ACCOUNTABILITY,PLUS FUTURE OVERSIGHT ..WANNA GO TO CHINA AND OVERSEE THE INSPECTIONS,KEN?
ddrb in
Friday, October 12 at 02:13 PM
ddrb,
“..WANNA GO TO CHINA AND OVERSEE THE INSPECTIONS,KEN?”
Sounds like a good job for Ken and you could be his assistant and why not take Screwedby along too, he could do a documentary on your ‘good’ work!! Bet, if you three got over there you could get things straightened out!! I’d say to take SDV along, but I’m not that mean!!
RDS in
Friday, October 12 at 07:00 PM
RDS:I certainly wouldnt put my faith to” get ‘er done” ifYou were in charge,RDS-you’d wind up with rent houses and probably working FOR Walmart!!I THINK THATS A TERRIFIC IDEA TO DO A DOC AND EXPOSE THE CORRUPTION AND SLAVE LABOR CONDITIONS!!I would have no objection to SDV,if KenTzu didn’t-you see Ken has Zen and this would be a plus for our endeavor!
ddrb in
Friday, October 12 at 07:22 PM
ddrb,
And, you guys would probably start WWIII, telling China how ‘evil’ they are!! Or, they might do to you, what they did do that other guy, what did the “Queen of Hearts” say in Alice in Wonderland, oh yeah, “Off with their heads”!!
RDS in
Saturday, October 13 at 01:02 AM
If all things are equal, I’d rather buy a product made here in America...
Let me ‘splain it to you this way, RDS. When you buy a pound of hamburger 20% of it is ‘scraps’, trimmings of fat, etc. Bad enough, right?
But it turns out that the US has a scraps deficit. 16% of the US’s annual meat imports is other countries scraps!
The difference may be real or perceived but personally I would rather eat home-grown cow lips in my burger. Same goes for food from China, Mexico, or whereever.
Should I be poisoned, let it be at the hands of my countrymen!
Ken V in Texas
Saturday, October 13 at 06:04 AM
Ken V in Texas:Cow lips,you say....well,er,thats one of the more “attractive “options used as scraps.Have you or anyone here read Fast Food Nation-WOW!!! This is an eye opener and stomach churner about meat processing and explains much about the industry deregulation and inferior methods of meat processing for anybody wondering why so many recalls.It was made into a movie,but that was an extremely pale imitation of the actual picture the book portrays of the food chain,and its broken links.It is in paperback now,and worth reading !
ddrb in
Saturday, October 13 at 09:29 AM
ddrb,
I think I see the main difference between you and me, you make an analysis of EVERYTHING you use, I on the other hand use what I feel meets my needs!! Example: If we went to buy a computer, I would look to see if it will be the right size for my needs, you would be looking to see if the speakers were assembled in Malaysia!! You remind me of people who won’t eat rice, because it looks like maggots or spagetti, because it looks like worms!! Then, you take it one step further, because YOU don’t like IT, you think others who do like IT, must be idiots!! And, to explain that you are right, you use scare tactics or conspiracy theories (the entire government is out to get you), to prove your point and back it up with articles from people who think just like you!! Millions of burgers sold at McDonalds, must prove there are Millions of idiots, because YOU don’t like them (they ‘may’ have foreign cow lips in them)!! Al Gore, promoted the use of energy efficient light bulbs, (for his Global Warming Theory), but Wal-Mart and George Bush get the blame for any downside of using them, Al Gore, gets a Pulitzer Prize and Wal-Mart and George Bush, get the ‘Rasberries’!! If people in other countries or even in the U.S. don’t make the amount of money you feel they should, you call them ‘slave labor’ (therefore too ingnorant to get a real, high paying job), and put them down for trying to feed their families, then blame that on the company that employs them, why, because you feel you are superior to everyone else, and always right, and all who disagree, are wrong and therefore must be idiots!!
RDS in
Saturday, October 13 at 12:46 PM
rds are you talking to ddrb or yourself?MIRROR MIRROR ON THE WALL .
JOE in
Saturday, October 13 at 02:32 PM
JOE in:Sounds pretty emotional for a just-the -facts, logic only,kind of guy!
ddrb in
Saturday, October 13 at 04:02 PM
RDS:"You see the difference between you and me is you make an anaysis of everything you use”......excuse me, isn’t that called PERSONAL RESPONSIBILITY like you are always harping on,how PERSONAL RESPONSIBILITY is the key to EVERYTHING???
ddrb in
Saturday, October 13 at 06:28 PM
Right Conclusion...Wrong Premise, RDS!
““Because some China products have recalls, don’t buy anything made in China, buy from America...” ~RDS
No...there are a lot more important issues or reasons NOT to buy so much from China, RDS. Did I miss it? Does China now have a democractic form of government?
How about the massive trade deficit that America has with China and other countries? Does China buy as much from the U.S. as we buy from China? Is China now valuing its currency fairly? What about all those dollars China has been buying up? What about all the human rights issues that still persist in China?
China is America’s largest “banker.” What do you thiink would happen if China called America’s debt due, RDS?
I don’t think you need to be too worried about “World War III.” China may just bury America economically.
ScrewedbyWal-Mart in Anytown, America
Saturday, October 13 at 07:25 PM
Screwedby,
“No...there are a lot more important issues or reasons NOT to buy so much from China, RDS. Did I miss it? Does China now have a democractic form of government?”
So, we should look at the form of government of the country we buy products from, right? Do all the countries we buy OIL from have democratic governments?
“Does China buy as much from the U.S. as we buy from China?”
Do ‘poor’ people buy as much as ‘wealthy’ people do? Give them a chance to catch up won’t you!! They buy more and more every year!!
“Is China now valuing its currency fairly?”
They think they are doing what’s best for their own interests, isn’t that what most countries do?
“What about all the human rights issues that still persist in China?’
How long did it take for America to end slavery, wasn’t that a human rights issue? As the old saying goes, “Rome wasn’t changed in a day”, big problems take time to change!! How long has our government been working on fixing Social Security?
“China is America’s largest “banker.” What do you thiink would happen if China called America’s debt due, RDS?
I don’t think you need to be too worried about “World War III.” China may just bury America economically.”
And, just why would they do that, wouldn’t that be like ‘cutting off their nose to spite their face’? If we are one of it’s best customers, why would they want to ruin that?
RDS in
Saturday, October 13 at 10:54 PM
Screwedby,
That should have read: “Rome wasn’t built in a day”!!
RDS in
Saturday, October 13 at 10:59 PM
For a casual look at some of the symptoms of the illness know as ‘WalMart worship’, see bob’s hymn above. Eventually the autopsy will read “Cause of Death: Economic externalizing of costs, WalMart Poverty Disorder, hostility to American labor with a deadly cocktail mixture of reputation aroma stink therapy prescribed by Dr. Edelman and the ‘war room’ propaganda quacks.”
WalMart- We can fool most people until they find out about billions in public subsidies for the WalMart/Bentonville slobs from the taxpayer suckers, bob doesn’t mind paying. So we consider him a successful ‘indoctrinated’ patron.
“The Shepherd drives the wolf from the sheep’s throat, for which the sheep thanks the shepherd as a liberator, while the wolf denounces him for the same act as a destroyer of liberty.”
Abraham Lincoln
SanDiegoView in
Tuesday, October 16 at 09:04 AM
SanDiegoView in Edelman propaganda is meant for suckers
Tuesday, October 16 at 08:15 AM
I hate Walmart. Walmart has done more bad for our economy than good. Walmart has been irresponsible for impoverishing their employees to keep products and services at very low cost. While everything else seems to be going up, i.e. the price of fuel, my state and federal taxes, my heating costs, the prices at Walmart have been going up as well. How can this be a good thing? I think all of you people who are in love with Walmart are unpatriotic fools who have no ability or desire to figure out what is really going on with a taxpayer subsidies guzzling, tax evading, poverty creating, Chinese communist supporting economic whorehouse company like Walmart. Start paying attention with a little time to serious corporate malfeasance. America.
bob in rehab
Wednesday, October 17 at 08:04 AM
I hate Walmart. Walmart has done more bad for our economy than good. Walmart has been irresponsible for impoverishing their employees to keep products and services at very low cost. While everything else seems to be going up, i.e. the price of fuel, my state and federal taxes, my heating costs, the prices at Walmart have been going up as well. How can this be a good thing? I think all of you people who are in love with Walmart are unpatriotic fools who have no ability or desire to figure out what is really going on with a taxpayer subsidies guzzling, tax evading, poverty creating, Chinese communist supporting economic whorehouse company like Walmart. Start paying attention with a little time to serious corporate malfeasance. America.
bob in rehab
Wednesday, October 17 at 08:20 AM
bob in rehab:Now,Raymond does your mother know your posting anti-wartmart propoganda?Tsk,Tsk,Mrs.Shaw will NOT be pleased!
ddrb in
Wednesday, October 17 at 10:00 AM
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