Catching up with the new marketing

This week i commented at work the fact that some blogs rival in terms of online audience with same major newspapers, with marketers needing to review their traditional media planning. On a happy coincidence, today the Wall Street Journal writes why many marketers are lagging behind consumers in terms of social media.

Jump on the Social Media Bandwagon
Illustration by Matt Hamm under a CC License

Some highlights:

Don’t just talk at consumers — work with them throughout the marketing process.
The conversations consumers have with each other, result in “some of the most interesting insights,” including gift ideas for specific occasions, such as a college graduation, and the prices consumers are willing to pay for different gifts.

Give consumers a reason to participate.
Other companies provide more-direct incentives: cash rewards or products, some of which are available only to members of the online community. Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry

Listen to — and join — the conversation outside your site.
monitor relevant online conversations among consumers and, when appropriate, look for opportunities to inject themselves into a conversation or initiate a potential collaboration.

Resist the temptation to sell, sell, sell.
When consumers are invited to participate in online communities, they expect marketers to listen and to consider their ideas. They don’t want to feel like they’re simply a captive audience for advertising, and if they do they’re likely to abandon the community.

Don’t control, let it go.
“You have to let the members drive. When community members feel controlled, told how to respond and how to act, the community shuts down.”

Like it or not, the old way of doing (push) marketing is on its final days. Or has i heard yesterday on the Campus Party panel about Advertising and social media, your homepage is now Google.

6 thoughts on “Catching up with the new marketing

  1. Pingback: Posts about social media as of January 23, 2009
  2. All good stuff,
    but on ‘your homepage is google’..I’m not sure, it sounds a lot SEO/SEM to me and social media is not about keywords and clicks ;-). I kind of think that google organize the world info works in a ‘flat’ web 1.0 word but not in a ‘hills and valleys’ web 2.0 world where communities organize themselves and most of the info need to their well being is created and consumed in them. May be there isn’t a homepage anymore. But pieces of social friendly content from companies that communities take, transform and give back to the outside world.

  3. @laurent

    Our homepage is google as in “google indexes all the conversations”. I’ve been noticing that a lot of twitter/flickr/youtube and blog content is getting on the first page of search results. And Google is not that flat (take Search Wiki or Knol or Blogspot, for the matter).

    Dell’s CEO was refering mostly to the huge amount of user generated content that’s being created on social media. Companies should start paying attention to their customers (and not thinking thei agencies are trying to sell snake oil with all this web 2.0 small talk).

  4. While I don’t think that the old way of doing things will completely disappear – they still have and will continue to have their place within the communication mix – you’re right in pointing out that marketers must be aware that the old way of doing things don’t apply anymore. Instead, it’s about integrating new approaches to marketing that extend campaigns, drive engagement, and build relationships using innovative platforms, smart ideas, and business-focused analysis.

    The sad thing is that many marketers don’t understand this. This is where educating clients and building their experience levels becomes vitally important.

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