Prior to the internet, when we talked about media we were talking about one of two things: broadcast media and communications media.
We are shifting from a campaign model of marketing to an age of “always on” conversations and content interactions
It’s not about what you want, but about what your community wants.It’s about adding value to your community and giving them a reason to follow you.You should balance self-promotion with promoting others - Chris Brogan’s 12:1 rule.If all you do is self-promote than eventually your audience is going to tire and stop following you.Climb off the corporate pedestal and engage with the members of your community at a personal level and build relationships with them.
Social media has seen people cluster less around personal relationships and more around common shared interests
Your blog is a hub for demonstrating expertise, thought leadership and a shared vision. It must be a valuable resource for your customers where they can share in your passion and discover solutions for real-world problems they face in the marketplace.
Dell responded to negative criticism in the blogosphere by opening the lines of communication.Open and honest communication and willingness to accept blame caused negative blog posts to drop from 49% to 22%.
10 million Australians are active in social networks making us the biggest users per capita in the world.Facebook now has over 500m users while Linkedin has over 80mWhile they are the dominant players in Australia, around the world there are literally hundreds of social networks – Orkut, Hi5, Bebo, RenRenSocial networks are a easy, low-commitment introduction to social media because of the variety of mechanisms to discover and connect with influencers and peers.However, marketers must rethink their approach to social networks as being less like Times Square and more like a collection of small communities.Average Facebook user has 130 connections – same as Dunbar’s number which is the theoretical cognitive limit of the number of stable social relationships we can maintain.Broadcast will not work – the secret is identifying and engaging with influencers
Ifsocial networks about the relationships between people and the things they love, then microblogs are about the conversations they are having in realtime
Connect with people
“Road to Vino” seriesUse this to build their reputation
People seek answers and directions, not messages or a sales pitch
Social media isn’t right for every company. If you’re not willing to be open, honest and transparent than don’t do it.
Let’s face it, you never really had control anyway.Corporate messages and brands have traditionally been tightly controlled by professionally trained marketing and PR people. The proliferation of social media has put the tools for publishing back in the hands of consumers.Command-and-control methods of the past are disappearing as everyone can now contribute, participate and comment on a company in blogs, forums and other social media websites.
> Twitter trends 2010<br />1.
Gulf Oil Spill2. FIFA World Cup3. Inception4. Haiti Earthquake5. Vuvuzela6. Apple iPad7. Google Android8. Justin Bieber9. Harry Potter & the Deathly Hallows10. Pulpo Paul<br />
> Guiding principles<br />Listen, listen,
listen<br />Learn from each interaction<br />If someone asks a question, answer<br />Become a consistent, valued member of their community<br />Be authentic<br />Don’t do it to be followed, but to be worth following<br />
> Great content…<br />Attracts customers<br
/>Educates buyers<br />Overcomes resistance or addresses objections<br />Establishes credibility, trust and authority<br />Tells your story<br />Builds buzz via social networks<br />Builds a base of fans and inspire customers to love you<br />
> Tips for managing your
message<br />Design your message to be compelling to a social media audience<br />Make it easy to share<br />Make it easy for others to put their own spin on it<br />Let the community help shape the message<br />