Comments on: Is social media too much to learn? http://edwardboches.com/is-social-media-too-much-to-learn Marketing ideas for navigating a consumer driven world Mon, 21 May 2012 13:10:13 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Keith Perske http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2293 Keith Perske Wed, 04 Nov 2009 17:19:52 +0000 http://edwardboches.com/?p=2547#comment-2293 I’m not surprised. This is a natural reaction to the cumulative tidal wave of info about Social Media/Networking. A year ago this wasn’t even on the radar. Now it’s the cover story of mainstream mags. People know that they don’t know a lot about it and don’t even know the boundaries of all there is to know. They naturally express this as; ‘It’s too hard”. But it will sink in over time, as all new technologies do. In fact SM is taking the same vector into our lives and work as did the cell phone, black berry and laptop. It’s coming from outside the enterprise in rather than from the company’s central IT group. For that reason alone I believe it has serious legs. SM will fundimentally change the WHERE of work and likely the HOW. But it’s new and undisciplined like a child so it needs to guided and civilized to be useful in business. But it WILL be a business tool as workers are distributed physically. Trust me. I’m not surprised. This is a natural reaction to the cumulative tidal wave of info about Social Media/Networking. A year ago this wasn’t even on the radar. Now it’s the cover story of mainstream mags. People know that they don’t know a lot about it and don’t even know the boundaries of all there is to know. They naturally express this as; ‘It’s too hard”. But it will sink in over time, as all new technologies do. In fact SM is taking the same vector into our lives and work as did the cell phone, black berry and laptop. It’s coming from outside the enterprise in rather than from the company’s central IT group. For that reason alone I believe it has serious legs. SM will fundimentally change the WHERE of work and likely the HOW. But it’s new and undisciplined like a child so it needs to guided and civilized to be useful in business. But it WILL be a business tool as workers are distributed physically. Trust me.

]]> By: Brian Bresee http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2258 Brian Bresee Fri, 30 Oct 2009 17:40:31 +0000 http://edwardboches.com/?p=2547#comment-2258 I think a huge obstacle for the older generation is that the many of the guides are on social media sites themselves. The only way to really understand social media is by jumping in, and that can be a scary prospect. There's a great presentation posted on our site from Heather Lytle at HVM Solutions on how social media changes your marketing planning: http://my.brainshark.com/Social-Media-The-Old-Marketing-Game-Has-New-Rules-829551437 I think a huge obstacle for the older generation is that the many of the guides are on social media sites themselves. The only way to really understand social media is by jumping in, and that can be a scary prospect.

There’s a great presentation posted on our site from Heather Lytle at HVM Solutions on how social media changes your marketing planning:
http://my.brainshark.com/Social-Media-The-Old-Marketing-Game-Has-New-Rules-829551437

]]> By: edward boches http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2223 edward boches Fri, 30 Oct 2009 00:09:32 +0000 http://edwardboches.com/?p=2547#comment-2223 Laurence, Interesting point. Guess it does depend on the category and audience/community. But, aren't the thought leaders on Twitter? And doesn't everyone read blogs? At least one or two? And aren't all bloggers on Twitter? And don't brands need to reach influencers as well as direct consumers? And doesn't every legitimate research finding show that the growth is continuing and that more importantly word of mouth from a peer or friend or family is 200 times more effective than advertising? Given that, it seems that a marketer should be giving it a go. Even in the woods of Western Canada. Finally, if people look at reach as their primary metric, they may be missing the point. Conversation, relationships, engagement with 10 of the right people might be more valuable than reaching 1000. Let me know how things progress and what other experiences you have. I love Western Canada. One of most beautiful places I've ever been. Laurence,
Interesting point. Guess it does depend on the category and audience/community. But, aren’t the thought leaders on Twitter? And doesn’t everyone read blogs? At least one or two? And aren’t all bloggers on Twitter? And don’t brands need to reach influencers as well as direct consumers? And doesn’t every legitimate research finding show that the growth is continuing and that more importantly word of mouth from a peer or friend or family is 200 times more effective than advertising? Given that, it seems that a marketer should be giving it a go. Even in the woods of Western Canada. Finally, if people look at reach as their primary metric, they may be missing the point. Conversation, relationships, engagement with 10 of the right people might be more valuable than reaching 1000. Let me know how things progress and what other experiences you have. I love Western Canada. One of most beautiful places I’ve ever been.

]]> By: edward boches http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2222 edward boches Fri, 30 Oct 2009 00:03:56 +0000 http://edwardboches.com/?p=2547#comment-2222 No doubt you are right. But if, in fact, clients are missing the WOM opp or the chance to connect opp and instead thinking, "oh, sh&%, more to learn," then we have some teaching to do. Keep at it. No doubt you are right. But if, in fact, clients are missing the WOM opp or the chance to connect opp and instead thinking, “oh, sh&%, more to learn,” then we have some teaching to do. Keep at it.

]]> By: edward boches http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2221 edward boches Fri, 30 Oct 2009 00:02:04 +0000 http://edwardboches.com/?p=2547#comment-2221 Totally agree that it's a great B2B tool, but surprisingly a lot B2B clients are as slow to embrace as consumer brands. For me some of the best cases are Zappos, Wholefoods, Best Buy, (big brands that use it to connect with a mass audience); then Gary V., Kogi, et al. (small brands that use it instead of calling on agencies to build businesses from the ground up using technologies that enable reach, distribution and broadcasting once limited only to those with big budgets.) The next trend, or new existing trend, will be more and more small to medium size firms using inbound marketing techniques and creating their own content. They may not create content as dramatic or captivating as a great creative shop, but if you listen to consumer research, that's not what consumers want. (It may increase acceptance of intrusive advertising, but if a consumer knows what he or she wants, then just the facts, m'am.) Then, of course, it's not an either or. A smart brand needs both. You have to have your head in the sand not to know that this is where the consumer is going. And even if a CMO is new to the job, would you ever hire one who isn't as much about the new stuff as the old? I know I wouldn't. Totally agree that it’s a great B2B tool, but surprisingly a lot B2B clients are as slow to embrace as consumer brands. For me some of the best cases are Zappos, Wholefoods, Best Buy, (big brands that use it to connect with a mass audience); then Gary V., Kogi, et al. (small brands that use it instead of calling on agencies to build businesses from the ground up using technologies that enable reach, distribution and broadcasting once limited only to those with big budgets.) The next trend, or new existing trend, will be more and more small to medium size firms using inbound marketing techniques and creating their own content. They may not create content as dramatic or captivating as a great creative shop, but if you listen to consumer research, that’s not what consumers want. (It may increase acceptance of intrusive advertising, but if a consumer knows what he or she wants, then just the facts, m’am.) Then, of course, it’s not an either or. A smart brand needs both. You have to have your head in the sand not to know that this is where the consumer is going. And even if a CMO is new to the job, would you ever hire one who isn’t as much about the new stuff as the old? I know I wouldn’t.

]]> By: edward boches http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2220 edward boches Thu, 29 Oct 2009 23:52:55 +0000 http://edwardboches.com/?p=2547#comment-2220 Thanks for the props re Mullen. We are aggressively embracing all that's new, both for our own benefit and that of our clients. As for your class and the Twitter assignment, it may be a naive approach, but the fact is most faculty at any communication school have been out of the business for a while, making it even harder to stay up with what's going on. I hope that the school's are teaching this stuff in a relevant way: from strategy, to consumer trends, to understanding the technology, to creative applications and especially to how to engage the consumer as a co-creator and participant. If not it's a lost opportunity to prepare students in how to think and execute in this new post web 2.0 era. Thanks for the props re Mullen. We are aggressively embracing all that’s new, both for our own benefit and that of our clients. As for your class and the Twitter assignment, it may be a naive approach, but the fact is most faculty at any communication school have been out of the business for a while, making it even harder to stay up with what’s going on. I hope that the school’s are teaching this stuff in a relevant way: from strategy, to consumer trends, to understanding the technology, to creative applications and especially to how to engage the consumer as a co-creator and participant. If not it’s a lost opportunity to prepare students in how to think and execute in this new post web 2.0 era.

]]> By: edward boches http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2219 edward boches Thu, 29 Oct 2009 23:46:30 +0000 http://edwardboches.com/?p=2547#comment-2219 That is true. Advertising has historically been late to lots of parties, from digital to iphone apps to social media. Then when they catch on it's as if they discovered it. Seems to me that there are plenty of forward thinking agencies that are getting it, and plenty of new models that may, over time, replace the older, more tired models. Won't happen over night, but the change is accelerating faster than it ever has, at least in the time I've been in the business. That is true. Advertising has historically been late to lots of parties, from digital to iphone apps to social media. Then when they catch on it’s as if they discovered it. Seems to me that there are plenty of forward thinking agencies that are getting it, and plenty of new models that may, over time, replace the older, more tired models. Won’t happen over night, but the change is accelerating faster than it ever has, at least in the time I’ve been in the business.

]]> By: edward boches http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2218 edward boches Thu, 29 Oct 2009 23:44:11 +0000 http://edwardboches.com/?p=2547#comment-2218 Mark: Like that metaphor. I've got to believe it's only a matter of time, but it does seem odd it's taking some so long. Taking a pill is too easy, and may not work as well anymore. Mark:
Like that metaphor. I’ve got to believe it’s only a matter of time, but it does seem odd it’s taking some so long. Taking a pill is too easy, and may not work as well anymore.

]]> By: uberVU - social comments http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2216 uberVU - social comments Thu, 29 Oct 2009 16:08:24 +0000 http://edwardboches.com/?p=2547#comment-2216 <strong>Social comments and analytics for this post...</strong> This post was mentioned on Twitter by JeffreyJKingman: RT @cydperske: RT @kperske good question RT @paulbarron: Is social media too much to learn? 66% Are scared of it. http://ow.ly/xaUl... Social comments and analytics for this post…

This post was mentioned on Twitter by JeffreyJKingman: RT @cydperske: RT @kperske good question RT @paulbarron: Is social media too much to learn? 66% Are scared of it. http://ow.ly/xaUl…

]]> By: Laurence Smink http://edwardboches.com/is-social-media-too-much-to-learn/comment-page-1#comment-2215 Laurence Smink Thu, 29 Oct 2009 15:45:57 +0000 http://edwardboches.com/?p=2547#comment-2215 In my neck of the woods (Western Canada) Twitter doesn't have very high adoption rates. In my hometown of a million folks, only 6000 some users were active on Twitter last month. You could put flyers on the windshields of cars at the local mall and get better reach. That would cost about the same and take the same amount of time, without the learning curve. So I'm telling my local clients to keep their eye on Twitter, use it for kicks, react when their name comes up, but not to expect too much. Obviously there are other social media with much bigger reach and we are working with our clients to integrate those into their marketing process. We're helping our clients understand those channels, how to use them and how to streamline the process. My point is that not only is this stuff new, there's a whole lot of hype surrounding it that isn't always justified. I see your results as perfectly understandable Edward. .-= Laurence Smink´s last blog ..<a href="http://smooglerant.blogspot.com/2009/10/redemption-for-evil-greedy-banks.html" rel="nofollow">Redemption for evil, greedy banks?</a> =-. In my neck of the woods (Western Canada) Twitter doesn’t have very high adoption rates. In my hometown of a million folks, only 6000 some users were active on Twitter last month.

You could put flyers on the windshields of cars at the local mall and get better reach. That would cost about the same and take the same amount of time, without the learning curve.

So I’m telling my local clients to keep their eye on Twitter, use it for kicks, react when their name comes up, but not to expect too much.

Obviously there are other social media with much bigger reach and we are working with our clients to integrate those into their marketing process. We’re helping our clients understand those channels, how to use them and how to streamline the process.

My point is that not only is this stuff new, there’s a whole lot of hype surrounding it that isn’t always justified. I see your results as perfectly understandable Edward.
.-= Laurence Smink´s last blog ..Redemption for evil, greedy banks? =-.

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