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favorable to the social media releases was with online properties Not exactly a surprise But what that indicates is that you shouldn t stick with a single kind of release or a single approach Do what makes sense for the location, channel, and people you re trying to reach Social media marketing, search engine marketing, and the like are becoming the centerpiece of many organizations marketing efforts If I had to speculate (or maybe pontificate is the right word here), marketing is up for the most comprehensive and dramatic overhaul of any of the three traditional pillars of CRM Marketing professionals are aware of this and those that aren t panicking are remodeling the way they do what they do I m only here to help I come to praise Caesar, not to bury him If you don t believe me, maybe you ll believe this statement from someone with a lot of street cred on what constitutes successful contemporary marketing Anil Dash, Six Apart s Chief Evangelist, who you met in 7, says, Ultimately, successful marketing results lead to people relating to brands as culture They will be part of a cultural, emotional and entertainment bubble You know he s right, don t you So remember, traditional isn t dead, but the old marketing logic is
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Getting on the Cluetrain Manifesto
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What does this new marketing do Most importantly, it moves from being the brand messenger of the company pushing messages at the customer to becoming the first line of conversation for the customer with the company The premise for this was established back in 2001 with the publication of the seminal, though mildly hyperbolic, The Cluetrain Manifesto: The End of Business as Usual, a joint effort by authors David Weinberger, Christopher Locke, Doc Searls, and Rick Levine This work, called just Cluetrain by its devotees, is considered one of the drivers behind the understanding of the social customer s identity I ve converted some of the central principles of the book to a table with the Cluetrain concept on the left and my notes on it on the right The gist of the book is in these particular notions, and they are fundamental to how marketers should be thinking about the social customer
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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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The Cluetrain Manifesto Principles Markets are conversations Markets consist of human beings, not demographic sectors Networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge There are no secrets The networked market knows more than companies do about their own products And whether the news is good or bad, they tell everyone Already companies that speak in the language of the pitch are no longer speaking to anyone
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Notes Human interactions drive business activities Each individual is self-interested with a personal agenda, regardless of whether or not they are in the same customer segment or micro-segment The emergence of the Web and tools to communicate via the Web and cell phones has given rise to new kinds of institutions This reflects what is now prevalent with review sites where customers provide better, honest reviews for all to see They are the users of the products, where the company doesn t necessarily eat its own dog food Especially if the company makes dog food The pitch is like marketing collateral that is aimed at pushing a product It s in the metaphor of the company, not the customer
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Most marketing programs are based on the Transparency is the new norm Opacity is the fear that the market might see what s really tradition Spinning something (public relations) is going on in the company the perfect example of this problem Mask a problem by the way you speak of it Markets do not want to talk to flacks and Customers are interested in conversations that are hucksters They want to participate in the honest and revealing with real people whether in conversations going on behind the corporate person or online wall We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge We will not settle for the 4-color brochure, for websites chock-a-block with eye candy but lacking any substance Let customers know what s actually happening Be transparent in ways that provide knowledge to customers that they can use They re immune to collateral because they know it just pushes product not value
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We ve got some ideas for you too; some new There is no question that customers are willing to tools we need, some better service Stuff we d pay a premium for something they want Think be willing to pay for Got a minute Starbucks, extended warranties on large expensive items, Amazon Prime Ask them what they want and they will pay the premiums if you provide it for them We want you to take 50 million of us as seriously as you take one reporter from the Wall Street Journal While traditional media are still and will continue to be important, there is something to be said for the wisdom of the crowd and its purchasing power
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