Social media marketing is dead, long live Resonance Marketing!

23 04 2010

The last two weeks have seen the social world tip toward what the future holds. The following demonstrate to me that platforms are finally catching up with trying to solve the noise problem by moving to facilitate the resonance.  In physics, resonance is the tendency of a system to oscillate at larger amplitude at some frequencies than at others (wikipedia). When something has quality or viral value, it has a larger potential for resonance marketing and to rise above the noise.

- Facebook finally exporting ‘social code’ into everyone’s website (read more here) with their announcement of the Open Graph protocol. Jeremiah Owyang had predicted the website would become a portal between companies and customers. But brands are obviously not moving fast enough so Facebook is now allowing dead simple codes to transport the conversation from Facebook to those websites. It’s also opening up search as a default to scan conversations across the Facebook platform. On a similar note, Twitter had announced @anywhere which is now live at SXSW Interactive.

- Tumblr CEO: “We’re pretty much opposed to advertising” is also consquential as this is not the first time social platforms have refused to fall into the advertising trap. Posterous and Facebook have all held back from release ad features and focusing user adoption.

- WordPress ships 3.0, the multi-user version of its blogging platform, enabling anyone anywhere to build new media empires.

- Twitter announced ‘sponsored tweets‘ — adopted already by Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America. These tweets will nevertheless have be relevant or will be taken down if they don’t resonate (Resonance being defined here as retweets, @replies, #tag clicks, avatar clicks, links clicks, views after RT).

In other interesting news, Taggable.com was released earlier this week showing once more that “Sharing” has to be embraced by brands (personal and business branding). On another note, we see scarcity marketing taking a larger ever presence in communication strategies. The last to date was the loss of a non-released iPhone 4.0 followed by Dell’s newest phone leak

So what’s the difference between social media marketing and resonance marketing? I believe there is a lot….

Resonance Marketing Social Media Marketing… traps
Who
The core matters the most. Building trust and symbiotic relationships with brand advocates supersedes all other forms of marketing. The tribe will move mountains, not the followers. It’s a numbers game; the more the merrier. This brings dilution, not results. ‘Buying’ your presence is becoming all too common.
What
Content quality & shareability takes strategic brains and indefinite trials + passion. The brand tweet, face-tweet; therefore I am an expert.
How
The brand is a servant of its community, it learns to move in an open-social world. Self pimping becomes a major part of the brand’s social activity.
When
It’s real time, 24 hours a day and global. Professionalisation of community management is a necessity. Brand’s automation low added value content, RT-land and #FF-buddying
Where
Like a river, it sources itself across the entire spectrum of the digital & social footprint. Influencers can move. Facebook and Twitter are the only places where influence takes place. (NOT)

All in all, the social ecosystem is becoming smarter and responding to user demand.  All social platforms know that user fatigue is looming … brand or friends and noisy followers may just be too boring and resonance is the only way out to make everyone behave.

Will resonance will save us from the noise? Is resonance marking the departure from social media cowboy?

What d’ya all think?

See the followup post: http://extanz.com/2010/07/14/blue-or-red-pill-brush-strokes-of-a-resonance-marketing-framework/

@YannR

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5 Big Fat Social Media Trends

9 11 2009

Social Media is like the new West. 3 or 4 years ago we were barely calling it “new media”. Last year, I couldn’t use the word “social media” or people would look at me like I was talking French. It was a new frontier, but today, everyone has arrived. Now there are way too many people here. We need to aggregate or suffocate. Here are 5 clear trends I see developing in social media:

The Return of the King: ROI
Growth in usage is just not enough to let budgets increase without a return. Every one of our clients asks one single, but not so simple, thing. Track, measure, improve. Buzz is good, traffic is good. Conversion lies in the conversation (with the client). Brands can understand that social media is the rising star of their investment center. A rising star (social media that is) needs to become a cash cow though time or it will be come a dog.

Billboards have new highways:
Recently, Techcrunch blasted the practices of application developers on Facebook and how people are victims of a new form of infomercials, or even starting to use their own influence to advertise. Let’s go back to square one –move some eye balls and convert them into $. If you were not aware, you can advertise on Twitter. There are many services like it and if you sign up for those services, you can get paid. Joel Comm who wrote Twitter Power was just last week making clear that he is okay with it here, here and here.
All in all, billboards have new highways. Get used to it and be(a)ware.

Communities are the new News-Outlets:
Like my physics teacher in high-school said, “nothing is lost, everything transforms”. We’re losing news Twitter-Listsoutlets by the 100s but we’re also creating fan pages, online niche networks and now Twitter lists at a never recorded speed. These are the new influencers; these are the new trusted-agents. Communities, organized or informal, will dictate trends like old media used to. The Fort Hood disaster today is proving that New-Outlets can be recreated instantly. If your company doesn’t have or belong to a community, your influence is vanishing.

Quality and creativity have never been so important:
Forrester / Josh Bernoff have just released their ‘Groundswell Awards‘ – whether it is Nascar, YarnCraft, Norton or the others, I am fascinated by one thing: each of these creative programs is leveraging the power of the Common Unit of Experience (CUE) as I call it, of those ready to activate communities. Quality of intent and creativity of a social media program can only work if the CUE exists.

Personal branding and corporate brands have to work together:
Jeremiah Owyang last week blogged about social media accounts (e.g. Twitter account) and ownership quoting the Cisco CTO twitter account. It is her account, if she leaves, that digital footprint goes with her. This is a magnified case of Jeremiah’s own case when he recently left Forrester for the Altimeter Group with his own digital footprint. When working on social media project, we advocate the brand’s constituency should be a center of the engagement strategy. A brand has to look at its employees and partners as much as it looks at its customers. Grow them and they’ll grow you.

Follow me @YannR








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