Social Media Marketing

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Comment by Shari Boultbee on July 1, 2009 at 9:17pm

After watching the video last night, I thought it was funny, but could not put my finger on what it was about it that made me go HUMMM! I think it was the idea of Marketing something that you don't really need or want and conviencing you that you do. People often refer to this style as The Used Car Salesman. That is negative marketing and I do believe if it is not dead, then it is as least laying on the ground writhing. There is no quicker way to get me out of the door then to try force your product on me. You may make the sell, but you didn't gain a customer and isn't that what it is all about. Gain the customer.
Having a wonderful product and knowing how to get that across without beating someone over the head will earn you the trust and respect and some very good relationships along the way. Our business will only grow with the respect for our integrity, quality and service. We have chosen to make it fun for all by sharing our knowledge about all things coffee while serving coffee. Stimulating the brain and the mouth. Our clients don't just pick up their coffee, they stay and share pieces of their life with us. We love it.
People will stop buying something that has no value after the excitment is gone. Look at the Pet Rock. Like Robby said, it is hard to get the thoughts out in type sometimes.

Comment by John Karamanski on July 1, 2009 at 6:42pm

And the recognition of that becomes the Humanity in us that then engages in the Service of Performance...Whatever the Service..

Comment by Duncan Alney on July 1, 2009 at 5:20pm

We're in the people business - all of us.

Comment by Robby Slaughter on July 1, 2009 at 10:55am

The American Marketing Association defines marketing "as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

Of course by that definition (which is gloriously vague), marketing will never go away. To me, to many people, and to the "consumer" in the hilarious video Dave referenced, marketing has a negative connotation as a one-way process of forcing messages and building influence.

However, Shari is not really talking about "marketing" in that sense at all. She's just talking about building relationships with people, or "being social." While everybody knows she is has a business and benefits when you buy her products, she is focusing on developing a human connection, not pushing a message through new mediums.

My opposition to "social media marketing" is really an opposition to "using social media technologies as another way to broadcast messages instead of listening." However, that's hard to type. Maybe I need better marketing. :-)

Comment by Dave Morse on June 30, 2009 at 12:04am

One more thing ... this 2 min. video is hilarious, true, and TOTALLY relevant to this discussion: "Advertiser vs. Consumer" - http://www.youtube.com/watch?v=heSudg-tfIk. LOVE THIS! (Ok, done with rapid fire posts :)

Comment by Dave Morse on June 29, 2009 at 11:09pm

In response to Robby's post "when do we stop using the word 'marketing' all together" when referring to social media: sorry, not possible - it'll never ever ever ever happen. Never ever. :-)

I do agree that the old definition of marketing doesn't fit any more - cold, impersonal, top-down, interruption-based is outdated. Influence patterns are changing - one-to-many is losing steam while individuals are gaining control. The playing field is flattening.

But ... it's too radical to suggest removing the word "marketing" from "social media". They are inextricably linked, here's why: any time a brand engages in a public way (regardless of the medium/channel), they are ultimately hoping to win you over, to influence you, to gain your affinity. This will never ever ever ever change. Never ever. :-)

Chris Brogan (who I love and recently heard speak at IMS09 in San Francisco) said, "People often ask me 'How do I sell through social media'? My response, talk about anything and everything EXCEPT your company and your stupid products'".

Bottom line: as Shari, Chris, and others have stated, marketing is simply evolving, not going away. It's about the pursuit of being genuine, open, organic, targeted and personal. It really is about relationships.

So Robby, I think it's time to change the definition of "marketing" in your mind ... not wish it away.

Comment by John Karamanski on June 29, 2009 at 6:02pm

Yes Duncan it is...Social Media Marketing seems to actually shrink the world and can make it more personel and relative to each individuals needs/wants/interests...

Comment by Duncan Alney on June 29, 2009 at 11:47am

Isn't the best marketing organic and based on real value?

Comment by Shari Boultbee on June 28, 2009 at 10:14pm

Once we get IT.It will change. Yes, Chris I agree, EVOLVE I think is the key. Keep evolving. Understanding your customers, developing a real relationship and there will be nothing to see through. Then you just got your most valuable type of marketing. "Word of Mouth"

Comment by Chris Lucas on June 28, 2009 at 9:17pm

That is a good note Duke, I agree when you come out of the gate swinging for the sale people see right through it. I am not totally bashing or against the term Social Media Marketing, but what I guess what I wanted to get at is that marketing (sorry Robby I don't EVER see marketing going away) is evolving and smart folks are going to get it. Marketing is much more than blasting messages it is about using tools like social media to connect and understand what your customers really need, how they see you, and letting them have a voice in telling your story!

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