My audio comment was featured on yesterday's new episode of Jaffe Juice, the new marketing podcast. I highly encourage you to go to iTunes and download episode #107. You can hear my comment around minute 7, but the whole episode is quite interesting. (Download information found at Jaffe Juice #107.) If you don't have time to download it, I'll explain in this blog post. Jaffe Juice #107 centered around Sarah Robbins' challenge about taking new media (blogs, twitter, del.icio.us, Flickr, Facebook, etc.) out of the marketing "fishbowl" and making it relevant to business, Middle America, and everyone in between. She contends the following three points:
- Web 2.0 technologies are the future of human interaction, but that kind of interaction isn’t new.
- One way conversations aren’t acceptable.
- The ability for customers to reply is a required sign of respect of the people you’re talking to.
So, guys like me are the evangelists for the change to conversational marketing, but what's this mean to Grandma? Are we just preaching to the converted? How do you convince people of the power of these social media technologies who aren’t yet convinced? How do you reach people who don’t know what they’re missing?
My audio comment on Jaffe Juice provided the following two suggestions:
- Metrics (for businesses): The Cherry Coke example from Jaffe Juice #105 proved in no uncertain terms that the MySpace effort was successful. And success wasn’t just how many people saw the ad; it was really how many people interacted with the ad and made it their own. When businesses see the ROI – despite whatever skepticism you have about marketing and ROI – they will be convinced.
- Personal outreach: This doesn’t have to be overt. My blog has reached what, 100 people who have never read a blog just amongst my friends and family? And although the blog is about online marketing, they frequently find things that relate to their own lives. For instance, in a recent post about marketing to Latinos, a buddy of mine in a totally different field was able to translate what he taught the college students in his class to what I was saying about online marketing. How cool is that?
We succeed when new media is taken out of the “interwebs” and brought into a person's world by someone they know, through content they can relate to, and with a basic understand of how these technologies make their lives better (whether they realize it or not).
I end the audio comment by mentioning that what we may want to do when we're thinking about spreading all the Web 2.0 goodness to everyone else is change our focus. Instead of what I see as a push to produce - you must have a blog, you must use all these cool tools - maybe we should just encourage folks to be good audience members. We should start by teaching them why blogs are important and let them decide how they want new media to play into their lives.
I hope this makes sense. Thanks Joseph for playing my audio comment! I highly encourage the readers of this blog to check out Jaffe Juice in iTunes and on the web. Feel free to comment on your reaction to my suggestions or throw in a few of your own!