The transition involves a change of habits.
Going from Web 1.0 to Web 2.0 means to develop new ways of working and playing – built on the natural principles of the web – rather than adapting the web to established structures and processes. Digital technology is still moving rapidly forward. But the big wave of change is turning cultural, social and political.
- What Marketers Did … (2008)
- What Marketers Will Do … (2009)
- Spent most of their marketing effort crafting key messages and controlling the spokespeople that deliver them.
- Find your accidental spokespeople (employees and customers) and give them ways to amplify their voices.
- Assign responsibility for social media strategy to the most logical person in the communications team.
- Allow the most passionate individual within an organization from any division to lead social media efforts.
- Commission focus groups and expensive “authoritative” customer research to find out what people think.
- Implement listening programs through social media to get real time authentic knowledge that is actionable.
- Reach out to the biggest bloggers you could find, try to sell your message to them to get a mention on their site.
- Target the most relevant bloggers for your campaign, offer them something of value and build relationships.
- Measure success with traditional metrics such as impressions, clicks, brand recall, and unique views.
- Measure with customer service metrics like retention/satisfaction & social metrics like engagement.