system two

system two
start-up thinking in the enterprise

Friday, 15 May 2009

the 6 c's of social media marketing...

This is something I wrote as the first in a series of articles for our company blog / email

The C’s of social media…

Social media is hot. Everyone wants their campaigns to be social – their advertising to be viral - but what do we actually mean by social media?

Social marketing is a phenomena quite unlike any other that the web has seen. Its effects will be felt throughout our society for years to come. We as a species are rediscovering our connectedness and some would argue our humanity. The late, great Douglas Adams put it very well…

“We are natural villagers. For most of mankind's history we have lived in very small communities in which we knew everybody and everybody knew us. But gradually there grew to be far too many of us, and our communities became too large and disparate for us to be able to feel a part of them, and our technologies were unequal to the task of drawing us together. But that is changing.”

For the full text click here

This epoch busting change will affect everyone. The old media (record labels, film studios and newspapers) are already feeling its full force. Many household name brands – EMI, the New York Times, ITV and The Daily Telegraph are fighting for their very survival. Some will not make it into the second decade of this century. These businesses have felt the effect first because of the ease with which their products can be shared. But make no mistake. All businesses in this next phase of the web’s evolution will need to meet similar challenges. It is by no means too late, but it is certainly time to give social marketing some serious time and thought. Take a very simple for instance.....

Right now, it is possible, by using a technology called “facebook connect ” to see in real time, which of your friends (or your friends’ friends) have bought a particular product, and what they thought about it. Yes the technology is in its infancy, no one is using it very well – but its coming - and the effect of this single application alone will be extraordinary - think how powerful the recommendation engine is on Amazon – now image the person writing the recommendation on every ecommerce site you visit is someone you know and trust.

The age of push marketing – where we tell “consumers” what to think about our brands is coming to an end. Have a read of this excellent blog called post advertising to find out more http://www.postadvertising.com/

So it’s a “big” topic – both in terms of scope and impact What I’m going to do over the next couple of month is to introduce you to a few of the pillars of social marketing – the 6 C’s (in a Dodgeball style…). Over the coming weeks we’ll take a look at them, see how they work in practice and what they mean for brands, they are, in order of importance:

- Communities
- Conversations
- Control
- Content
- Continuity
- Context

For anyone wanting to read more widely pick up copies of - Net Gain, Small is the new big or the Cluetrain manifesto - all essential reading for marketers of all ages and creeds.

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