08Feb09 by Dora Smith, ABC
- Less interruption, more interaction. I was driven to several sites this week by tweets or yammerings that emphasized this point. Traditional marketing is often about interrupting. Social media provides the opportunity to interact. Check out several intriguing podcasts at PodTech Marketing Voices.
- Less one-night stands, more long-term relationships. Many companies are driving their social media efforts from within marketing. But it is much larger than that. This post by Peter Kim has some striking points that make this quite clear. He notes “once you start thinking about using social tools as campaign support, you’re thinking in terms of one-night stands with your customers, not building long-term relationships.” He points out that “marketing has too much short-term focus to employ social technologies to their full potential….we need to set our sights on a bigger goal….social technologies have the power to transform the way we live and work…the end game should be an entirely social business.”
- Less in-person, more virtual. Last year at an “in-person” event - IABC’s world conference - I saw an interesting presentation by Anders Gronstedt. He provided a mixed live and “in-world” event through Second Life. I spoke with Anders this week and heard about some other work they’ve done in virtual worlds and corporate social media training. The day after our conversation I was eagerly following the tweets and blog entries coming out of IABC’s Chapter Leadership Institute. I wasn’t attending but could follow some of the insights shared over Twitter. With travel cut backs at many companies, we’ll see more virtual meetings. And for those who do travel, they can expand conference networking online with the larger Twitterverse.
Tags: CLI, Gronstedt, IABC, Peter_Kim, Second_Life, tweets, Twitter, virtual_meetings, virtual_worlds, yammer. | Filed under: social media |
The second point is the one I couldn’t agree with more. In just the past three months, I’ve seen major vendors that have jumped all over social media, made a huge amount of bad feeling, then disappeared again.. Building “long-term relationships” and just as importantly, long term respect, is key in this game..
Toodles
Al
Thx for the comment Al. Yeah it’s interesting to see the marketing of social media-enabled tools on technology that’s been out there for some time. I appreciate the attention to “social” tools but am curious how users will use them.