making marketing more human through technology
DESCRIPTION
Written for The Future of Social Media conference, I was supposed to talk about the "future" of social media technology, but the term "social media" and "marketing" together give me the jibblies, so I mixed it up a little. I try to give a preview of where I think things are going along with a couple things I'd do if I were a marketer to be more human and hopefully more effective. Warning: contains Cluetrain content.TRANSCRIPT
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Making Marketing More Human Through
TechnologyKevin Lawver
Chief Architect, Music Intelligence SolutionsThe Future of Social Media, 2009/01/29
http://uplaya.com
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Social• adjective - pertaining
to, or characterized by friendly companionship or relations.
• adjective - growing in patches or clumps
• noun - a social gathering or party, esp. of or as given by an organized group
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Media
• noun - the means of communication as radio and television, newspapers, and magazines, that reach or influence people widely
• noun - the material or technique with which an artist works
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“Social Media” is a Silly Term
• All media is social
• All media begs commentary
• The internet just makes soliciting, gathering and filtering commentary easier
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But, that’s the name of the conference...
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... so I’ll play along.
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Hi... I’m from the internet.
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I’m here to help.
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I live on the internet
• I assume everything I create will be published and commented on.
• I actively seek out my real life friends online
• I expect my life to be public.
• While this isn’t the norm for my generation, it is for today’s kids.
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I expect my brands to live on the internet
• But they don’t.
• They come visit sometimes, but they sound just like they do on TV. I fast forward through that stuff.
• If they talked to me like people, I might listen.
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“But, you’re supposed to talk about technology!”
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“You’re supposed to be the nerd (or boffin).
We’re the real people.”
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But, you’re probably not internet people... I am.
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“Markets are conversations.”
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“Markets consist of human beings...”
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“Conversations among human beings sound
human.”
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The Cluetrain Manifesto was a
prophecy, not a manifesto
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Social Media is all about conversations
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Following them,
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starting them,
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and joining them.
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Following the Conversation
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Get a Feed Reader!
• The general public may not have grasped RSS, but you need it.
• NewsGator or Google Reader
• The only way to consume the flood of information the conversation generates every minute of every day.
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Google Alerts
• Still the best way to track mentions of phrases or links across the web.
• To track links - “link:uplaya.com”
• To track phrases - “uplaya artists”
• Get the feed and add it to your feed reader
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Twitter: The Web’s Dinner Party
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Follow it Live
• Use search.twitter.com to search for mentions of your product or brand
• Add the feed to your feed reader
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Get a client
• Tweetdeck has good reply support and can follow multiple conversations
• Twhirl is good for managing multiple twitter accounts and following FriendFeed as well
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Starting a Conversation
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Start At Home
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Get a Blog
• Yes, they’re old school, but they’re a good place to aggregate everything.
• Use one of the big blog networks instead of rolling your own.
• Wordpress.com is a good place to start, but Typepad and Blogger will work as well.
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See, here’s a blog
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Be Conversational• Don’t just issue press releases
• Post about the company picnic,
• funny office pictures,
• success stories and reviews,
• and interesting stuff.
• Think of it as your company’s water cooler for the world, but more importantly, your users
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Tumblr
• Attractive way to aggregate and syndicate all of your various content
• Extremely easy to use
• They really “get” the new activity stream
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Facebook Pages
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facebook.com/advertising/?pages
• They’re free
• They’re a good way to get in to facebook without investing in developing and hosting a facebook app
• A good way to get feedback on your prodct or service from highly connected users
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Facebook Apps: Caution
• You may end up spending a lot of money for no reason
• Success may be more expensive than failure
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Joining existing conversations
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Twitter• Don’t just broadcast
• Don’t follow everyone
• Don’t be annoying
• Don’t post just links to your blog post or to your product
• Don’t worry about your following/er numbers
• Be useful
• Reply to those who talk about your product
• Offer support where you can
• Do follow those who talk about you
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“Spamming Twitter does not make you a Premier Thought Leader. It makes you an Idiot. A paper millionaire with a fistful of Enron stock. The numbers are impressive, but
have no value outside of impressing people who don’t know any better.”
Jeremy Tanner
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Good Twitter Examples
• @garyvee
• @zappos (more on them later)
• @twalk
• @railsmachine
• @halcyon
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FriendFeed
• Another good way to aggregate all of your content in one place
• Allows people to follow everything you produce, and comment on it in one place
• A good set of widgets to re-purpose content
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Facebook Groups
• Find groups that actually fit your topic
• Listen first, don’t just divebomb
• Comment on existing posts at first
• Become a part of the community. Be on the bridge, not under it.
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Oh yeah, those rules apply to any community
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Someone doing it right
• Zappos
• Their CEO uses twitter and responds to customer feedback
• They aggregate all their employee blog posts
• They have radical customer service and really do have a conversation with their customers
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Conversing With The Future
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The Future
• Reputation
• Aggregation and noise reducers to the rescue!
• API traps will be everywhere, and they all want to own your data
• If it’s not in the activity stream, it never happened
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Reputation
• Spam and “fake” people will become a bigger and bigger problem
• There will be an impartial clearing house for reputation data
• Play nice now, because this data is already being collected and acted on
• It’s only a matter of time before the dots get connected
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Aggregators
• FriendFeed, SocialThing or something like them will go mainstream and aggregate all your social data in one painless place
• Niche search engines, conversation trackers and smarter spiders will do a better job of linking conversations and personas across networks
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API Traps
• Be careful what APIs you use in your products, because they will go away. Plan ahead and around failure
• Don’t let them lock your data up. Keep a local copy of everything
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Activity Streams
• They started out annoying
• They’re now indispensable
• You’ll see them pop up all over
• And federated so not just one company owns the stream
• Keep your eye on Google
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Conclusion
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Be human
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Listen...
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then speak...
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...
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and have fun!
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Thank you!
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...and check out uplaya.com!
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Questions?
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Contact Info• [email protected]
• my blog: http://lawver.net
• my company: http://uplaya.com
• twitter: http://twitter.com/kplawver
• flickr: http://flickr.com/photos/kplawver