The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.
Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.
While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.
benhamin
· 11 months ago
Nice comment... thank you. I guess the main thing here is the fact that 'social media' is really just recognition that the web is social - always has been, always will be... it's just that now its hit the mainstream rather than being relegated to the (so called) geeks, nerds...
Facebook is like a training ground for the masses to learn 'basic' web publishing skills... then they go forth an conquer Twitter, Wordpress etc....
Dominant for sure.
mrtruffle
· 11 months ago
Case studies are a hard one. It's chicken and egg for startups.
benhamin
· 11 months ago
We got a few eggs with our startup... so that's helped. :)
Jye Smith
· 11 months ago
Great post, Ben.
benhamin
· 11 months ago
Cheers Jye, thanks for reading...
Philip Buxton
· 10 months ago
Hi Ben,
Thanks for your thoughts on the list.
I think the idea of 4 is to cope with the amount of agencies 'moving in' to social media. A heritage of excellence is what I'm talking about since social media, like most other 'new' online disciplines is ripe for exploitation by those looking for a quick buck. A proven record in performing in other online fields suggests, yes, the emotional stuff like passion and professionalism should be taken care of, but so should basic marketing skills - understanding consumers, understanding online, and understanding clients, for example.
Cheers,
Phil
benhamin
· 10 months ago
hey Phil,
Thanks for the comment (and the list!), and your right, the marketing fundamentals need to be covered too. However I think the big thing is not to be trapped by them - I value process and diligence - but new thinking comes from breaking some of these models. After all our audience is moving at twice the speed we are... so we need to think different [and fast] so having an inherent knowledge gives you that. I think the big opportunity is training the digital savvy in offline media to really 'connect the dots' it seems the other way round is far more of a challenge...
I guess the killer 'model' or 'process' has yet to be cracked, but lets keep having a go.
All Comments
Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.
While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.
Facebook is like a training ground for the masses to learn 'basic' web publishing skills... then they go forth an conquer Twitter, Wordpress etc....
Dominant for sure.
Thanks for your thoughts on the list.
I think the idea of 4 is to cope with the amount of agencies 'moving in' to social media. A heritage of excellence is what I'm talking about since social media, like most other 'new' online disciplines is ripe for exploitation by those looking for a quick buck. A proven record in performing in other online fields suggests, yes, the emotional stuff like passion and professionalism should be taken care of, but so should basic marketing skills - understanding consumers, understanding online, and understanding clients, for example.
Cheers,
Phil
Thanks for the comment (and the list!), and your right, the marketing fundamentals need to be covered too. However I think the big thing is not to be trapped by them - I value process and diligence - but new thinking comes from breaking some of these models. After all our audience is moving at twice the speed we are... so we need to think different [and fast] so having an inherent knowledge gives you that. I think the big opportunity is training the digital savvy in offline media to really 'connect the dots' it seems the other way round is far more of a challenge...
I guess the killer 'model' or 'process' has yet to be cracked, but lets keep having a go.