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8 Rules for the Social Web by Wild Orange Media


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Navigating the social web can be tricky. Here are eight little rules that can help organisations thrive online.

Published in: Business, News & Politics
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8 Rules for the Social Web by Wild Orange Media

  2. 2. DON’T BLAZE A PATH eing a pioneer is a minority sport. Not everyone can be first to carve a new path because, by definition, most of the world is made up of followers. There are times, rare times, when a first-mover advantage can reap rewards. But more often the prizes go to those who intelligently follow the barely worn path. They win because they can do it better than the pioneers even dreamed possible. No question, being first carries immense appeal; it’s exciting, bold, and sometimes necessary. But it’s rarely essential. Fastfollowers get to great places too.
  3. 3. BE HUMAN ome people will try to convince you that good marketing these days is all about technology and metrics. They’ll talk excitedly about apps, APIs, and Apples. They have KPIs for everything, and a scorecard to prove it. Having a basic grasp of what’s hot and what’s not is important, but understanding the reasons why human beings do what we do is generally more insightful. Marketing done well is neither art nor science, it’s both. And the only facet of technology that marketers need to understand deeply is the bit that their audience interacts with directly. The widgets and code inside are no more than a means to an end. Raw technology that doesn’t awaken a human heart can never lead to a successful marketing campaign.
  4. 4. BUILD FOR TOMORROW he financial markets may demand monthly and quarterly reporting but that doesn’t mean our marketing and sales plans must be equally short-sighted. It can take months, sometimes years, to build and nurture human relationships. So it follows that creating consumer affinity with your brand may take just as long. Great marketers build their legacy for the long term, not just for the next pay cheque. They understand that playing the long game is the only way to create brands that consumers won’t want to live without.
  5. 5. REBUILD PERPETUALLY he emergence of the social web and armies of empowered, vocal consumers has left many businesses trying to come to terms with their rapid fall from power. The days when marketers controlled the media agenda have gone forever, burned irretrievably in a technology-fuelled flash fire. We now live in an age of enlightened, well-informed customers, with voices as loud as any expensive advertising campaign. But you’re not alone; most organisations are facing up to the same startling realisation. How you go about rebuilding though is as unique as the organisation you dream of creating.
  6. 6. BE FARSIGHTED ove them or loathe them, no-one can disagree that wind farms generate sustainable energy that a growing population desperately needs. Your business needs to be similarly long-sighted, setting out plans today that will serve the generations to come. Without a vision that extends your brand beyond your short time in office you’re in danger of laying the foundations for a future that never happens.
  7. 7. BE REAL e all like to think that we’re a bit special. We won’t ever need that lifeboat, that’s for mere mortals. But we’re each as vulnerable and needy as the next person. The only fool we’re fooling is ourselves. The same goes on the social web; start pretending you’re something you’re not and consumers will sniff out your inauthenticity in an instant. So begin by accepting who you really are and being proud of what you’re actually good at.
  8. 8. BE PREPARED n a digital world, news spreads faster than the speed of thought. So the worst time to start planning for a crisis is the moment when disaster strikes. Every organisation has a responsibility to plan today for the unthinkable tomorrow. That means building active communities of friends and followers, nurturing influencers and knowing who will be there, right by your side, when you need them most.
  9. 9. GROW AFRESH he tree doesn’t give up growing leaves when Autumn steals its canopy. And neither should we resign ourselves to failure just because something we try doesn’t quite work out. With every attempt we learn and grow stronger. The marketing rulebooks have long been torn up. We are the authors of tomorrow’s triumphs. We decide how to regrow and we will never give up.
  10. 10. WORK WITH EXPERIENCE t Wild Orange Media we believe that every organisation can benefit from becoming more socially-connected in our digital world. The value companies create appears more quickly when employees, customers and partners are empowered to exchange ideas and innovate. And with new social technologies making this way of working more cost-efficient and accessible than ever few companies can afford to ignore the greatest communications power shift in generations. We combine classical marketing skills with a deep understanding of the ways society is shifting as consumers embrace technology and the social web. We can help you cut sales and marketing costs and build sustainable competitive advantage in an increasingly digital world. Our strategic marketing experts offer staff training, oneto-one coaching and executive speaking — all custom built for your distinctive business and industry challenges. We're here to help you make sense of the impact that new technology, the social web and a growing population of digitally-literate consumers are having on your business. Let’s get started. Get in touch to find out more.
  11. 11. Smarter marketing for a digital world contact Allister Frost, Managing Director +44 208 123 5539 TM © 2012 All rights reserved