Plinius

Thursday, December 25, 2008

PL 62/08: New marketing habits

Filed under: blogging, future — plinius @ 11:17 am

marketWeb 1.0 is adaptation. Web 2.0 is reconstruction.

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.

Peter Kim has collected predictions for 2009. I like the one – by Rohit Bhargava – that compares

  1. What Marketers Did … (2008)
  2. What Marketers Will Do … (2009)

***

  1. Spent most of their marketing effort crafting key messages and controlling the spokespeople that deliver them.
  2. Find your accidental spokespeople (employees and customers) and give them ways to amplify their voices.

***

  1. Assign responsibility for social media strategy to the most logical person in the communications team.
  2. Allow the most passionate individual within an organization from any division to lead social media efforts.

***

  1. Commission focus groups and expensive “authoritative” customer research to find out what people think.
  2. Implement listening programs through social media to get real time authentic knowledge that is actionable.

***

  1. Reach out to the biggest bloggers you could find, try to sell your message to them to get a mention on their site.
  2. Target the most relevant bloggers for your campaign, offer them something of value and build relationships.

***

  1. Measure success with traditional metrics such as impressions, clicks, brand recall, and unique views.
  2. Measure with customer service metrics like retention/satisfaction & social metrics like engagement.

1 Comment »

  1. […] about Web 2.0 as of December 25, 2008 PL 62/08: New marketing habits – pliny.wordpress.com 12/25/2008 Web 1.0 is adaptation. Web 2.0 is reconstruction. The transition […]

    Pingback by Posts about Web 2.0 as of December 25, 2008 | The Lessnau Lounge — Thursday, December 25, 2008 @ 3:20 pm


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