The vast availability of social media and its matureness is allowing us to think of Web 3.0 instead of Web 2.0. It’s time for more personal and relevant offers instead of bulk offers. Morgan Stanley asked a 15yr old intern to tell them how teenagers are using media: http://media.ft.com/cms/c3852b2e-6f9a-11de-bfc5-00144feabdc0.pdf .
A clear message: “Most teenagers enjoy and support viral marketing, as it often creates humorous and interesting content. Teenagers see adverts on websites (popups, banner ads) as extremely annoying and pointless, as they have never paid any attention to them and they are portrayed in such a negative light that no one follows them’
The next generation is expecting us to be more ’social’ and ‘personal’ with them. So no more ‘come to our website’ … instead ‘come to me and make me an offer I can’t refuse’.
This is the reason that I find the social media marketing method described on this blog: http://socialnetworkinglifestyle.com/blog/there-is-a-method-to-the-social-media-marketing-madness/ not really ’social’ as it tells marketeers to think that users still have to come to their website for the offering that is available for anyone.
A social media marketing model that I don't believe - it's NOT SOCIAL!
Social commerce / business is more about a personal dialogue with offers that are so relevant that users feel special. Web 3.0 is about using all the Web 2.0 data, messages, chatter etc. to make business run smarter (=more personal and relevant). Companies that will achieve this will get to a deeper level of communication with their relations, a domain where you’re found before you’re searched for.
To achieve this another model needs to be created, one that is aimed at long durable social relationships instead of one that is focused on conversion. After finalizing our innovation process with the innovation consultants of CIM - paid with Dutch Innovation subsidies :) - we’ve established such a model for social media marketing around our Chameleon technology:
SOCIAL media marketing is about durable relationships and relevant offerings - be found before you're searched for
Although we’re a technology company, I believe in the basic concept of marketing - creating a durable relationship. So many marketing gurus talk about higher conversion, personal branding - I believe they’re making it just to difficult for their followers. An IT statement: KISS - Keep It Simple Stupid. As a technology company we strongly feel we can deliver the tools and techniques required for this higher level of marketing.
So marketeers, just look at yourself, your family and friends - how would you like to be adressed by companies that try to sell you something off line? Does this feel familliair?
- Don’t annoy me with those standard banners, ads and leaflets!
- Why don’t they have what I want?
- Why do I have to search for it?
- Here they come again, just when I don’t need it.
Marketeers, adjust your online campaigns to something more durable and valuable - the opposite of advertizing on Google! Do you really want to be like bankers that focus on the immediate gain? What is the lesson we all want them to learn? So go and brainstorm with our team about durable relationships and trust that a better conversion will follow. Just compare Love with the red light district in Amsterdam - what do marketeers prefer? Well, if I have to believe Forrester reasearch …
According to Forrester only 6% of online marketing budget is spent into social media marketing - the only alternative to invest into durable relationship online
Disclaimer: I’m not a marketing guru, I’m just trying to use the web to improve my services to my customers - my ideas are free for anyone to use . Don’t sue me or my company if your boss doesn’t have the patience for longterm results and fires you for wanting something more durable with better longterm results.
Even after you’ve reminded him that the bankers that caused us all to lose X.000.000.000.000 Euros/Dollars. (that’s X.000 for every person on this planet - many don’t even have it)
Tags: social media marketing, social web, Web3.0
The future of social media - social business in social comfort zones
It’s definitely time to give people what they want and are comfortable with instead of trying to force them into our molds. The younger ones especially have been brought into the world with the use of technology early in their lives and have already decided what they like better. If your demographic is the teens then you definitely want to avoid the banners and pop ups. So many sites have them where the young are targeted and they try the bright web2.0 style color, textures, and styles, and wonder why their response rates are so low. Your post would be a help to any of those marketers so they’d change their strategy.
I like your mashup model and can see how it would create a viral effect.
My Cents
The Key and my favorite quote: “Social Media Marketing is about durable relationships and interactions to be “found before you’re searched for.”
Hi James,
Thnx for your cents! I personally don’t think it’s just the young generation who find ads annoying, some research lately show that about 80% of people find online ads annoying: http://tinyurl.com/mdcht8
I really appreciate you taking time to post such a decent reply.
[...] Developing new skills: i explored the possibilities of social media business with my brother and for 2010 we will launch the new company with our first social media clients. I am certain that the world will develops as we described in our chameleon vision. [...]