Just watched this cool video that explains how you tie in Twitter/Facebook/YouTube/etc together to form a cohesive marketing strategy. Hope you enjoy it:
What do you think? Do you agree?
Thursday, December 18, 2008
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In some ways, the video does make me wary of the new definition of social marketing that is occurring, partly because part of my job deals heavily with people with very limited access to technology due to class issues. These people live in remote communities with no library - they sometimes lack phones. Yet there are ideas that need to be marketed do them through a form of social entrepreneurship. It is done, however, in exactly the same way - by building trust networks through relationship forming with friends.
ReplyDeleteIn a way, this folds into the use of language and culture. This is a cohesive marketing strategy only in a first world country for those from the same cultural background who use the same language. While that may not be able to be overcome, and may not necessarially be a problem at all, it's worth recognising that if you aren't from a similar enough background, it may not work.
There was an excellent metaphor in use, and I agree on pictures and imagery and decorations on blogs, however one needs to remember Fitz's Law as well as information saturation and 'skip style' reading. Put a lot of images on your blog, and you're going to create a lot of background noise. Things need to be partitioned in order to give emphasis to desired elements.
Also, I am a little disturbed that he goes into 'you're speaking martian' when talking about how women socialise when discussing chatting as a metaphor for online communication. He said he would love to know - seriously, why not ask! Do some research, check it out if you're serious!
The longer he goes on, the more he addresses a specifically masculine audience, and it is unfortunately needless and rather offputting. Social marketing is about people, not a particular gender. Ironically, women have traditionally been denigrated for having conversational and soft skills in business (networking) when real business people need to be 'tough'. Now they're being set aside because they don't do it the way 'normal' is, where normal is masculine rather than the way humans just naturally operate. Unfortunately, this is hardly the first time I've come across throw away comments like this in discussion of digital cultures and marketing.
I agree with you about Women. Women are natural social networkers, and I think in the new economy, we will see more and more successful women getting into the "mom"/coach role in business. About time I say!
ReplyDeleteThanks for your comment.