Tag: Social Media

03
Oct

Marketing shift

Right now I’m doing what most single-task males would consider a foolish task at best. Attempting to read two books at once.

It wasn’t an intentional move – I’m not that stupid, but as the various US-based social networks and people I follow started to come alive with pre-release reviews of The Age of Context by Robert Scoble and Shel Israel, I gave in and had it delivered to my Kindle in under thirty seconds.

Dilemma: resist, finish the admittedly brilliant but decidedly paper-based Ctrl Alt Delete by Mitch Joel or sneak a peak at AoC to see what all the buzz was about?

Digital won so I’ve started a book I’m going to have to read a couple of times in succession.

The argument of context has always been something I’ve treated with the utmost respect and rigidity ever since I landed my first copywriting job at Acer. The idea that a marketing activity (product naming, event, social media strategy) can be created without context removes all trace of coherence from the message the brand wishes to convey. It’s so obvious that I’m still astounded when I see SMB’s (and some large companies) launch activities with clearly no idea of the context that activity will have to do battle in.

That’s advertising. Things get worse when you start trying to encapsulate a social media strategy into a process that doesn’t consider the context of the activity. Big mistakes are made when companies lose sight of the context but at least here they get to react to critical feedback almost in real time.

But what about the whole system of commerce and communication? As The Age of Context itself states on the very first page: “The five forces of context are everywhere. [They] are changing your experience as a shopper, a customer, a patient, a viewer or an online traveler…  They know where you are and in what direction you are headed when you carry a smartphone. They are in your car to warn you when you are too close to something else. They are in traffic lights, stores and even pills… … All five of these forces – mobile, social media, data, sensors and location – are in the hands of more people every day, and it means that every business will have to adjust course to include context in their strategies.

Mobile, social media, data, sensors and location. Now that’s a marketing shift.

01
Mar

Outreach

When you open the gate, they will come. That’s good.

It’s not all roses in the world of Social Media. Just because contacts in some of the most important social media sites are called “friends” doesn’t mean building an effective social media presence is easy.

The first thing to expect when you open a social media site is customers with issues.

The fact that you want customers to participate means it’s easy for them to make comments, both good and bad.

Good comments prove a point you’ve already made and help other visitors “believe”. Bad comments on the other hand increase the website’s credibility. How?

Because bad comments make your company more “human” and give you an opportunity to show your customers count.

The trick to transforming a negative comment into a positive dialogue is to acknowledge and address the real problems and disprove the false ones immediately and publicly.

This is where “outreach” happens.

Outreach is where you monitor the web and major social networks (Twitter and blogs primarily) for conversations about your brand that aren’t under your control and then activate measures to resolve the issues back at your home site.

By participating in external dialogues you show you’re listening, then by bringing the issue “home”, you address it publicly for a wider audience, gaining more authority and even greater trust.

Outreach then, by its very nature, is the fastest way to get your customer service division involved in your social media activities.

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