Think about it: None of these cool new social media tools were developed with “us” (marketers) in mind. Blogs, social networks, YouTube, etc. were created for people to keep in touch with their family and friends. So it shouldn’t be a big surprise that the majority of people who first embraced widgets, Twitter and Facebook were not “us” (marketers), but our customers and a few savvy politicians.
Slowly the business community realized that those online conversations frequently impacted the perception of the brand and in turn the ring of the cash register. So up went branded MySpace pages and marketing VIPs began to Twitter and brand managers built groups on Facebook. So much of what has been created using the toys of our customers simple adds to the Marketing Noise and not to what might be important to our customers or to building relationships.
The good news is that some marketers began to recognize that social media was more than a new channel to send old messages but a powerful way to engage with our customers. Some marketers realized that through building digital relationships with our customers we could authentically influence purchase behavior, brand loyalty and WOM. They also began to understand that playing with our customers new toys meant actively listening and involvement with them in “street” conversations.
Some marketers are going a step beyond and recognizing that social media influences more than marketing. Social media impacts how business is conducted. These are the people, that will I believe, who will walk tall and ultimately change the way marketing is conducted.
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I’ve been saying that lately (think I borrowed the notion from Larry Weber), social media is not a channel, but a mindset. It’s an environment, a culture, a mileau with certain folkways, mores and unwritten rules.
Old-school promotional marketing doesn’t cut it in this space. Those who understand that will gain much credibility and traction. Those who don’t will give up… I hope… cause I’m so tired of getting “Thanks for the follow. Now, here, click my junk” type tweets.
Great thoughts Toby. Glad you’re one of those who walk the talk!
@Paul – thanks for your kind words. you are one of the people who has been “walking tall” and influencing the new direction of marketing.
as social media continues to grow ever more complex Facebook, Twitter, blogs, etc. can be dangerous if marketers use them as “toys” and the culture, or as you put it, the environment, is not understood. perhaps there should be a big sign before any marketer launches a social strategy that says “please read directions; this application is not responsible if your brand’s equity is compromised.”
Hi Toby, enjoyed the post. Will have to disagree with one point, SM is not “the new direction of marketing”, but surely “a” direction in divining voice of the customer (VOC).
@Paul – thanks for your comment. through new tech tactics/tools the voc certainly becomes more influential; discussions are heard by many often creating a snow ball effect. however, as important are the brand/business vips who are now expected to contribute to that very same discussion in those very same very public forums. in my humble opinion that changes the game. or rather brings it back to the way business was once upon a time conducted when business was interwoven with the community. if i think of social in that way, then yes, it’s not a new direction but bringing back what i call the ‘corner grocery store relationship’ into a digital relationship centric world.
Social Marketing is a way for marketers to market there message. Go where your target market is… well these days every target market is online, no matter your product or service. If companies want to stay old school and not embrace social media as an outlet for projecting there message, they will not only be old school, but they will be non-existent.
I appreciated the comment from @paul regarding the user instructions… touche!
I think the key factor mentioned is that social networking is about people interacting with people not brands interacting with people. Sounds strange but you need to have real people represent the brand online through Tritter and personal profiles on Facebok and Myspace – even take a page from Google and MSFT- Matt Cutts and Robert Scoble rose to celebrity status through blogging as real people with real ideas, problems, solutions and insight to both life and the companies they work for. And most importantly people connected directly with these guys. The most successful social media campaigns are still just people talking to people. We need to remember that.
Toby – You’re spot on once again, and as we’ve talked about, you’re one of the best in this space of human, er, social media marketing!
You brought out another thought for me here. When you think about it, marketers are mere hitchhikers – always have been. Someone picks us up for the ride (social media, print, TV – none were developed “for marketing”) and we need to play by the rules to get as far as we can. Social media is a new car, with a new driver (the consumer, more than ever before) and new (updated) rules of the road (and in the car). If we want to hitch a ride (play with toys), you’re right – we need to walk the talk (or, better still, just shutup and listen) and play by the new rules of the game!