Making Marketing More Human Through Technology
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Making Marketing More Human Through Technology

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Written for The Future of Social Media conference, I was supposed to talk about the "future" of social media technology, but the term "social media" and "marketing" together give me the jibblies, so I ...

Written for The Future of Social Media conference, I was supposed to talk about the "future" of social media technology, but the term "social media" and "marketing" together give me the jibblies, so I mixed it up a little. I try to give a preview of where I think things are going along with a couple things I'd do if I were a marketer to be more human and hopefully more effective. Warning: contains Cluetrain content.

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Making Marketing More Human Through Technology Making Marketing More Human Through Technology Presentation Transcript

  • Making Marketing More Human Through Technology Kevin Lawver Chief Architect, Music Intelligence Solutions The Future of Social Media, 2009/01/29 http://uplaya.com
  • Social • adjective - pertaining to, or characterized by friendly companionship or relations. • adjective - growing in patches or clumps • noun - a social gathering or party, esp. of or as given by an organized group
  • Media • noun - the means of communication as radio and television, newspapers, and magazines, that reach or influence people widely • noun - the material or technique with which an artist works
  • “Social Media” is a Silly Term • All media is social • All media begs commentary • The internet just makes soliciting, gathering and filtering commentary easier
  • But, that’s the name of the conference...
  • ... so I’ll play along.
  • Hi... I’m from the internet.
  • I’m here to help.
  • I live on the internet • I assume everything I create will be published and commented on. • I actively seek out my real life friends online • I expect my life to be public. • While this isn’t the norm for my generation, it is for today’s kids.
  • I expect my brands to live on the internet • But they don’t. • They come visit sometimes, but they sound just like they do on TV. I fast forward through that stuff. • If they talked to me like people, I might listen.
  • “But, you’re supposed to talk about technology!”
  • “You’re supposed to be the nerd (or boffin). We’re the real people.”
  • But, you’re probably not internet people... I am.
  • “Markets are conversations.”
  • “Markets consist of human beings...”
  • “Conversations among human beings sound human.”
  • The Cluetrain Manifesto was a prophecy, not a manifesto
  • Social Media is all about conversations
  • Following them,
  • starting them,
  • and joining them.
  • Following the Conversation
  • Get a Feed Reader! • The general public may not have grasped RSS, but you need it. • NewsGator or Google Reader • The only way to consume the flood of information the conversation generates every minute of every day.
  • Google Alerts • Still the best way to track mentions of phrases or links across the web. • To track links - “link:uplaya.com” • To track phrases - “uplaya artists” • Get the feed and add it to your feed reader
  • Twitter: The Web’s Dinner Party
  • Follow it Live • Use search.twitter.com to search for mentions of your product or brand • Add the feed to your feed reader
  • Get a client • Tweetdeck has good reply support and can follow multiple conversations • Twhirl is good for managing multiple twitter accounts and following FriendFeed as well
  • Starting a Conversation
  • Start At Home
  • Get a Blog • Yes, they’re old school, but they’re a good place to aggregate everything. • Use one of the big blog networks instead of rolling your own. • Wordpress.com is a good place to start, but Typepad and Blogger will work as well.
  • See, here’s a blog
  • Be Conversational • Don’t just issue press releases • Post about the company picnic, • funny office pictures, • success stories and reviews, • and interesting stuff. • Think of it as your company’s water cooler for the world, but more importantly, your users
  • Tumblr • Attractive way to aggregate and syndicate all of your various content • Extremely easy to use • They really “get” the new activity stream
  • Facebook Pages
  • facebook.com/ advertising/?pages • They’re free • They’re a good way to get in to facebook without investing in developing and hosting a facebook app • A good way to get feedback on your prodct or service from highly connected users
  • Facebook Apps: Caution • You may end up spending a lot of money for no reason • Success may be more expensive than failure
  • Joining existing conversations
  • Twitter • • Don’t just broadcast Be useful • • Don’t follow everyone Reply to those who talk about your product • Don’t be annoying • Offer support where • you can Don’t post just links to your blog post or to • your product Do follow those who talk about you • Don’t worry about your following/er numbers
  • “Spamming Twitter does not make you a Premier Thought Leader. It makes you an Idiot. A paper millionaire with a fistful of Enron stock. The numbers are impressive, but have no value outside of impressing people who don’t know any better.” Jeremy Tanner
  • Good Twitter Examples • @garyvee • @zappos (more on them later) • @twalk • @railsmachine • @halcyon
  • FriendFeed • Another good way to aggregate all of your content in one place • Allows people to follow everything you produce, and comment on it in one place • A good set of widgets to re-purpose content
  • Facebook Groups • Find groups that actually fit your topic • Listen first, don’t just divebomb • Comment on existing posts at first • Become a part of the community. Be on the bridge, not under it.
  • Oh yeah, those rules apply to any community
  • Someone doing it right • Zappos • Their CEO uses twitter and responds to customer feedback • They aggregate all their employee blog posts • They have radical customer service and really do have a conversation with their customers
  • Conversing With The Future
  • The Future • Reputation • Aggregation and noise reducers to the rescue! • API traps will be everywhere, and they all want to own your data • If it’s not in the activity stream, it never happened
  • Reputation • Spam and “fake” people will become a bigger and bigger problem • There will be an impartial clearing house for reputation data • Play nice now, because this data is already being collected and acted on • It’s only a matter of time before the dots get connected
  • Aggregators • FriendFeed, SocialThing or something like them will go mainstream and aggregate all your social data in one painless place • Niche search engines, conversation trackers and smarter spiders will do a better job of linking conversations and personas across networks
  • API Traps • Be careful what APIs you use in your products, because they will go away. Plan ahead and around failure • Don’t let them lock your data up. Keep a local copy of everything
  • Activity Streams • They started out annoying • They’re now indispensable • You’ll see them pop up all over • And federated so not just one company owns the stream • Keep your eye on Google
  • Conclusion
  • Be human
  • Listen...
  • then speak...
  • ...
  • and have fun!
  • Thank you!
  • ...and check out uplaya.com!
  • Questions?
  • Contact Info • kevin@uplaya.com • my blog: http://lawver.net • my company: http://uplaya.com • twitter: http://twitter.com/kplawver • flickr: http://flickr.com/photos/kplawver