Un-Marketing
Brian Solis wrote a great post today that every marketer should read. He articulates a very important change that is taking place, “Now, we’re entering an entirely new paradigm for cultivating relationships with customers as well as the people who may one day become customers.” I completely agree.
Please check out the full article, “Will The Real Social Media Expert Please Stand Up?”
In it, Brian describes a change that is taking place from traditional marketing where we speak through relatively impersonal top down messages to one where we have real conversations with people.
He says:
“We’re starting to figure out that we need to humanize our story. We’re realizing that we would never speak to our friends and family through messages, so why should we speak “at” the very people we want to reach and befriend. We’re opening our ears and our minds to acknowledge that we can no longer push our thoughts at people in order to earn resonance; we have to listen, talk, listen, assess, and contribute value.”
And,
“Instead of top down communications and focusing on the influence and control of messages and perception, we’re learning that those influential groups of people are now our peers and therefore require respect, honesty, and support in order for us to earn their trust – and hopefully their business and enthusiasm along the way.”
So how does a marketer go about this? Brian also provides very practical advice including:
“Observe the online communities where your company and brands (or those of your competitors) are actively discussed and figure out how to participate in those conversations as if you were approaching someone in real life whom you greatly respect. Perhaps the most valuable piece of advice I can share is to pay attention to the culture of each community and how people communicate and interact with each other. This will reveal how best to embrace the opportunity and reach out to people though a through a new form of “un” marketing.
And,
“- Start by participating as a person, not as a marketer.
- Talk like a person, not as a sales person or message factory.
- Be helpful and bring value to the conversation.
During this entire process, you’re contributing to the personality and the perception of the brand you represent.”
This advice is right on the bull’s-eye and exactly the type of marketing that I believe in. At what point did we forget that it has always been about people and relationships, about adding value? I’m glad this movement is under way.
April 9th, 2008 - Posted in Online Listening, Influence, Conversation, Social Media | |
on January 12th, 2009 at 6:23 pm
Really it is nice to read and thanks to share it.