Living and breathing social media is like riding Gold Bar Rim on my mountain bike… an interesting analogy for current times. I also tend to forget that newcomers may be slightly confused or afraid about venturing into conversational marketing. You’re exposing yourself, your business, your thoughts, your ideas, you are opening up… users will come and talk to you. They already talk about you – Corporate marketing is losing control, scary. Are you seeing it as an opportunity? scary cliff? or simply struggling to understand what’s going?
Friday night, I had the pleasure of mingling at the Designers Drinks event in town. I interacted with some cool people who get it and are enthused about Social Media and have truly experienced some aspects of it; more who may have a grasp of social networking and think this is Social Media (ok, it’s part of it) and a good chunk who are in the dark. I’m slightly cutting corners here but you get the gist.
During one particular conversation with the owner of Ben & Jerry’s in town who started as a designer – Lee – comes up to me and asks: “So how does anyone make money using Social Media?”. Nice! Someone who is challenging his thinking, interested and ready to learn.
Yann: “Well” I said. “How do you get people to come and enjoy your ice cream?”
Lee: “hmm, it’s about the smell and the location.”
Yann: There you go. Social Media is about the same thing. Smell and location. Smelling something good is a particular sense that all of us have and having 100 ice cream choices is really because all of us have different tastes and affinities, needs, passions.
You’re probably wondering what smell has to do with Social Media. Think of it this way…. Content is the basis of Social Media (not social networking). Each of us has ideas, needs, aspirations, lifestyles, wants… etc. Social Media is the power of every and each one of us to decide what to read, enjoy, affiliate with, “Be fan of” on Facebook or just tell your twitter friends about that latest ice cream B&J has. We VOTE with our (C)LICKS.
We, as a Social Media Agency, are here to create the smell [‘content’] that will make a reader affiliate with the brand we represent. We are not here to pollute, nor spam, but to act as a conversation catalyst. We live in a semantic world. Content is king, relevancy is queen.
Smell = Content. People vote with clicks. Are you part of my digital footprint?
Now, Location: See… we are living (in) the Matrix – there are now 1 billion people using the internet on this planet and the new street corners are increasingly called Blogging International Airport, Google Blvd, Twitter Ave, Social Graph Street, Facebook Hwy…
Social Media is also about location. Your customers and prospects live on these streets, engaging with them and having a relationship with them is more important than ever. This is your future. Knowing how to navigate those streets is what we do, Lee. We create maps. To know where the cliff edges are but also the parks with real people.
Make sure you check out Lee too, at Ben & Jerry’s – thanks Lee for your inspiring conversation!
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