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Push me or pull you?

4 02 2009

Increasing technological immunity is a real issue. First, we had no fax machine, then we thought it was cool, then we were increasingly spammed through this medium, then we dropped it like a hot potato. Then came email…and the spammers showed up there too…Now we are or will be on social networks, and, yes, you guessed it, there is a share of this span activity going on there as well e.g.  this example today on Twitter – It’s not that common but it happens — you connect with someone and bam, you’re spammed! This kind of Push Me marketing is and won’t work in the Social Media sphere. We’re about about Pull YOU marketing here.

Let’s look at some numbers. Last week I was at the Social Media Club in Denver and was really interested to hear from a larger company who entered the Social Networking space last summer. Quark has roughly 1,000,000 users [a total estimate from Jim Brown] of their software product. They are also present on Facebook (~421 fans), Twitter (~200 followers) and YouTube (~36 subscribers) and discounted other platforms. They do not blog [or not that I could see].  I have to say that I am definitely glad they are trying to use those platforms.

So I asked Jim Brown of Quark,  “are you getting more traditional marketing folks wanting to shake your hand these days?” Jim replied “yes, my budget is certainly on the increase”. Jim then spent some time discussing how SEO was part of his activity. This was, after all, the topic of the evening.

During the presentation Jim showed us how the Facebook page is packed with keywords that may attract visitors. Twitter is mostly being used as brand monitoring – Quark mostly pushes content similar to their press releases or other marketing activities. Mirroring online traditional marketing activities is something we also advocate. Jim also seem to have great customer services with product users on Twitter. Kudos.

Did I feel like being a Quark fan hearing all this? Um, not quite. Did I feel that the ‘brand’ was trying to engage and empower their users to connect with it or better :),  among themselves. It’s unfortunate, but most brands who reach a certain size live in some state of fear of reaching out.

Where are the PEOPLE, I ask myself and Quark? How is a large brand like Quark empowering users to speak for and against its product? 1,000,000 users (not confirmed) and only 421 fans on the facebook page…. hmmmm….

So, what would I hope to see?

Social media: Where is the user generated content? Where are the contests to let their fans show what they can do using their product? 1,000,000 users should have a few fans, no? How about promoting them? Show us videos, pictures of your users playing with your products… people proud to be your users will do free marketing for you, help them benefit from the groundswell.  Pissed off people are a fact of life, we all get tired of being marketed to. As such a successful company, you have to be creating the right product… so using such positive people about you will always be more powerful than.

– Social neworking: Use it properly – If I type ‘Quark’ in Facebook, I hope to find Quark there… but they are nowhere to be seen.  The second page result is ‘Designer Against Quark’ (~302 group members). I keep searching and find in Groups: ‘I use Quark all day long’ (~91 members), or ‘We love Quark Xpress’ (~58 members).  To find Quark (the official page), you have to type ‘QuarkXpress‘ – point being that putting yourself in the shoes of someone living on Facebook is a good thing to do when engaging on those platforms.

Be everywhere:  You cannot guess where your customer will hang out, so you have to try looking everywhere first, then draw some conclusions.

Think about integrated marketing in a new way: Marketers love the words ‘integrated’ marketing. It’s easier to be integrated when you push your message than when you’re trying to engage your audience. Mirroring your content and carrying your customers’ voice though is a good first step, then you have make sure that everything you do elsewhere (offline) should be replicated online. Again, change your voice there…. the people want content, not propaganda. Integrating your marketing also means to use traditional means to build your online presence. You didn’t have URLs of you business 10 years ago, you now should have you Twitter account on your collateral. You have to be there and engage.

Start a blog, not a clog 🙂 Some call corporate bloggers: “cloggers” as they just push similar content to their press releases. This doesn’t create trust, nor engagement, it just wastes your time. Blogging is about the users and your brand’s ‘higher purpose’ (soapbox :)).

I’m really glad to see large brands putting their feet in social media waters and paddling about. The next step is to engage. Get in there upto your knees at least! Remember, we’re all human (ok, most of us). As good humans, we know all about immunity. We prefer to be pulled towards you.  Attract us, don’t attack us!

Cheers

@YannR

Thanks !!sahrizvi!! (back in… for the great pull the net picture!

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