Where is our industry going? #SocialMedia

13 07 2010

When Michael Fruchter left for Pierson Grant in mid 09′, I thought “wow…. great opportunity good for him.” When a bit later late 09′, Wayne Sutton joined Twine Interactive (and may have left since), I started to think that things where changing and thought I’d better write a blog about this. I didn’t. Now Valeria Maltoni is moving to Powered and I’m thinking “geez, we’re morphing.” But into what? Remember the golden goose who laid the golden eggs? Are they migrating? Or is our industry slowly dying as companies ‘buy up’ the golden geese for the golden eggs?

In 3 years, our own practice Extanz, has evolved tremendously based on a core principle of the Higher Purpose (Got A Higher Purpose?, Trust 2.0 … Get Used To It, Twitter did it again, it’s about the people). Our industry has come to value ROI way more than it used to. At the heart of it, a culture of control has taken over. Companies had never encountered such a powerful force from such a small part of their customer base. They were used to sending one message, making one thing. Build it and of course, the people will come. But then the people started talking amongst themselves. Started dreaming, writing, building things themselves. They unleashed their own creativity and collectivity. Suddenly, we have a conversation being demanded. The market expect conversational brands. Agencies, once the meaning makers, now seek conversational expertise. They sense the talkative ones and just like the old days, the seek to control them. If you can just get hold of the speaker……then everyone will listen right?

Or will they?

And in the meantime, what of their conversational partners. What of the nature of conversation? What of the higher purpose of social media? Are we just media now?

@YannR @Extanz

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Your Government 2.0 has arrived – U Ready?

21 01 2009

Lately,  the blogosphere has been speculating  if Mr Obama would ‘follow through’ the social media groundswell movement his campaign had started with his government.  Today was a good sign. From having his Blackberry taken away for security reasons (then given back to him), the “twitterverse” has kept debating. The HOPE is: “we don’t want the traditional way”, it’s a time for change, right? Will the new Oval Office still use  its new way after blowing through the roof of every social media form? Check out these stats from during the campaign: Twitter (165,000 followers), Facebook (close to 4,000,000 fans), MySpace (1,100,985 friends), Blogging, YouTube … etc.

Well, in the hour after the inauguration, we had the spark of an answer, the new WhiteHouse.Gov site is now up and features a blog on the front page 🙂 – This will make those of us who think that blogging is the mothership of social media smile widely! There is no better way to engage and distribute your content today than through a [useful] blog. The Government is doing it , don’t be left behind! This is now the most cost effective way to reach out and spread the word about your brand’s higher purpose. Every blog is a natural SEO (Search Engine Optimization) method of increasing your relevancy.  RSS will distribute the mail (blog) for free and at the speed of light.

Along those lines (of doing the right thing), I had a brief interaction with @georgegsmithjr from Crocs recently – Wayne Sutton was interviewing George Smith at Crocs about their young voyage through Social Media. I think that many companies could certainly learn from their humble approach to social media [read more here] – They are tiptoeing into it,  their blog is buried on their site [unlike the new White House one on the front page] and feeding their blog to their brand fans in Facebook is not there yet, but they are definitely trying, kudos to them!  I speak to many marketing folks who are simply afraid of any ‘interaction’ with real people.  It’s funny how people can just become robots when they enter the work environment.  Crocs is definitely trying the right way, the human way. It’s time to engage, now that we have all that sociable leadership in the White House.

Today was another huge spike for the ‘people’s voice’ with Twitter experiencing moments of  5X more tweets per second than the normal daily rate. It’s always a good reminder that Twitter is now mainstream. Your customers and the most viral of them are on it 🙂 Be there. Even if you or your company are not blogging, try yourself out with micro-blogging — it is a good place to start. I also highly recommend you use TweetDeck (Desktop Application) if you are going to use Twitter. Tweetdeck is way more efficient than using Twitter by itself.

Blogging, yes we can…

Cheers!

@yannr