I had a call with a client today. They are a huge, global company, and we have been doing brand tracking & analysis for them for several years.
They have a newly formed social media team, and I had a call with them today. I thought their questions (and my answers) might be relevant to others as well. Here is my follow-up email:
It was great to talk to you and your team just now. You have a big (and exciting) job ahead; here are my thoughts.
- Social media is about human scale engagement – not technology
- SM is about relationships, not campaigns. Plan accordingly
- SM cuts across silos. It will involve marketing, product, customer service and legal (at least). Doing it well will require C level approval AND support.
- Success in SM requires putting the community’s motivations first. This is very hard for most companies to grasp. It is not about selling something, but about getting people to love you so they will do more business with you. A subtle, but important distinction. Put the community’s motivations first.
- Successful SM will connect to something people are already passionate about. Figure out what it is first.
I could go on, but you get the idea 😉
Links & Info
Here are our decks on slideshare:
You already read Groundswell – which I think is a really good book on this subject – here is my review of Groundswell.
Chris Brogan: A good Blog on social media marketing – pretty PR focused.
Jeremiah Owyang – analyst for Forrester has good coverage of SM but heavy on tools: Web Stratgy by Jeremiah
Take a look at the results the CS3 launch was a HUGE success for Adobe (and their agency – Goodby).
Call me if you have any questions or would like to discuss further –