Blog World Expo Notes: The Importance of New Media In Your Organizations Strategic Marketing Plan
This week I am going to share some of my notes that I took at Blog World Expo for the various sessions I went to. Personally the sessions were a mixed bag, but the ones that were good were full of really solid information. These are a direct translation from my notes. I will throw in some commentary in italics on things that I want to expand on and put in some links to different examples that they are using.
This session was really important because I think it set that attitude a company should take in dealing with the social web, which I think gets lost a lot with the current rush of companies running to new media outlets.
The Importance of New Media In Your Organizations Strategic Marketing Plan
Speakers: Toby Bloomberg and Marc Danzinger
social web basics
1) start the conversation
2) manage the conversationCompanies that want to use social media want to engage fans. The problem is some people aren’t fans, what happens when you hand them the microphone? The number one fear of companies is negative feedback, but wouldn’t you rather have someone saying something to your face than behind your back? These negative discussions would occur anyways in the world, if you have them in your back yard it gives you the ability to adjust. (ie: having a corporate blog with open commenting, having forums)
-need to deal with negative reaction, criticism can be just
-respond to negative push back by acknowledging their points and responding in various placements
How powerful is New Media and the social web?-Ducati motorbikes moved to an entirely viral marketing strategy
-Dell vs. Jeff Jarvis (look up as a case study)-need to have focus on content that can go out in multiple platforms
-make sure you are prepared for change: everything is going to change in 24-36 months the web evolves
-make it easy now or overhaul your backbone for a deep install that will allow you to quickly change trends-Stop using passive voice, need to use a personal voice on your corporate blog and on you various social platforms
I think the biggest lesson I learned from this is how to treat the social web. I think a lot of companies look at it as a pure promotional platform and that is why they want to get involved. But it really IS about the conversation, and in the end the benefit of being part of the conversation far outweighs being left out of it.
Related Stories
POSTED IN: Uncategorized
4 opinions for Blog World Expo Notes: The Importance of New Media In Your Organizations Strategic Marketing Plan
Trice
Nov 13, 2007 at 8:13 am
I’ll bite….First!
David Zinger
Nov 14, 2007 at 8:09 am
I appreciate your post on social media.
I wonder if there really is negative feedback. Feedback to me is not inherently postive or negative it is the intent of the person giving the feedback and what the person who receives the feedback does with it.
I like your line that the social media IS a conversation not just a promotional platform.
David
Darlene
Nov 14, 2007 at 10:54 am
Kevin and David,
Feedback to me is not about positive or negative either. It is more about what you do with what you are hearing. My personal model that I use when receiving feedback will also work for an organization.
Model: Listen to the feedback and then ask yourself, “is it true? Once I determine the feedback is true?” Then ask, “what are you willing to do about it?”
As the receiver of feedback whether as individuals or an organization, you can “CHOOSE” to do nothing with it, or you can “CHOOSE” to allow it to grow you, either way, it is up to you. I believe feedback is VERY valuable, whether you allow it to transform you or conform you, hearing it, evaluating it and applying it can only make you better.
I could go on…
Darlene
Interview Guru
http://www.interviewchatter.com
Toby
Nov 16, 2007 at 6:26 pm
Kevin - Thanks for your very kind words about the session that Marc and I conducted. And for continuing the conversation which is an important one.
Yes, social media can be leveraged to support many marketing strategies from customer service to SEO lifts to product development. However, the power of social media is in ‘roots’ .. the ability to develop real relationships with customers (and others) that cuts across time zones and cultures.
From the feedback I’ve received from companies who want to enter the social media space, it’s not so much the concept of negative comments but the idea that so many people will ‘hear’ that you messed up. It’s not a private conversation but a very public one. However, my thoughts are if one person has that concern many others probably do as well. As Darlene indicated in her comment a company can address calm the fears of many with their response.
By the way the deck from the session is posted on Diva Marketing - http://tinyurl.com/ysognt
Have an opinion? Leave a comment: