I've just spent the entire day (and two on travel) at OMMA Social, a social media conference in San Francisco (that's the good part). While these conferences are important for networking and to keep abreast of trends, especially in this fast-changing arena, it's quite clear that success here requires commitment above all.
Social media in its various forms is a part of the media fabric as consumers define them. Since media is the consumer experience, the social aspect is that its on their terms. Commitment to letting the consumer direct the experience, and providing the custom experience, leads to success.
Here are some thoughts from the conference that are worth considering:
-Death to silos! - Social media is an integrated marketing element.
-Prove it works - Are you doing this with other marketing elements? And, what is your baseline? You need to have the same standards for all of your marketing elements.
-Commit to your social database - They took the time to interact somehow. Don't make it a one-time thing and try to connect across other marketing elements
-Stop building microsites - This is actually a metaphor for how to think. Change from thinking of a campaign to thinking of a long term commitment. Consumers don't think about campaigns, they think either long term, as a relationship, or short term, as a sale. How do you want to relate to them?
Talk amongst yourselves. I hereby cede control.
Well said. I hadn't thought about the micro-sites quite that way but it makes perfect sense. I think we've all gotten good at putting up a slick landing page and expecting there will always be a percentage of people who jump when we toss a bone.
The whole thinking needs to change so that relationships have the opportunity to develop. We all need to transform from service providers to humble problem solvers ready to jump when someone tosses us a bone.
@portma
Posted by: Chris Clegg | January 27, 2010 at 09:37 AM
Couldn't agree more, the brand as humble servant to the consumer need is apt.
Posted by: Jonathan Hutter | January 27, 2010 at 09:13 PM