Marketing in the post-Cluetrain era
Because I am getting a great amount of email these days asking me for marketing help, I thought I should post my thoughts of what makes a good marketer in today's post-Cluetrain era rather than answering each email individually (besides, I'm expensive) ;):
- A good marketer is a Community Advocate
This means that you speak for your community to your company, not vice versa. Sounds scary, doesn't it? Well, it is. Marketing isn't the same as sales. It is the job of business development, sales, the C-suite, etc. to keep marketing on a path so that they can make money. Marketing drives forward with that purpose, but, in the end, has to advocate for the community in order to keep peace, balance and the rest of the stuff I mention below in check.
Really. Trust me on this one. Someone has to. Think of it this way. It should never be an us vs. them scenario. "How do we get more people to buy our widget?" should be "Why aren't people buying our widget? Maybe we should find out." In the end, that will sell more widgets.
- A good marketer knows today's brands aren't built in boardrooms or ad agencies or brainstorming sessions
This should be a no-brainer. It doesn't matter how much you tweak and perfect and hone and glamorize your 'brand', the community will see it the way they see it. Make it too slick and they may see you as a poser. Tie it to a revolution and they may react strongly with the call against co-optation (see AT&T). Of course, you can send a message that communicates what your vision is, what you are offering and how you would like to be perceived. It doesn't mean it will be interpreted that way.
If you try to build a 'brand' and people interpret it differently, maybe you should examine your message.
- A good marketer plans a little, but changes alot
Very much related to the previous point, 'da plan' (strategic plan, media plan, marketing plan, etc.) should always be nimble. For me, it's all about seeding. You can seed through more conventional or traditional means or you can seed through more guerilla and viral means. If something isn't working, stop, examine it, adjust it, scrap it or put more energy into it, but don't just 'stick to the plan'. If you get a tip about an event or a meeting or a new medium, give it a shot. It may just be the key to spreading the word. Spread your energy outwards.
I, personally, believe in seeding far and wide and letting things happen. If they don't I keep my eyes open for other opportunities. This used to drive clients wild, now it drives my boss wild. My strategic plans are all over the place and get more and more sparse as the years go on. Why? Because the best opportunities are rarely planned in advance. Or at least that has been my experience.
- A good marketer doesn't only respond to community needs today, but also knows what needs will arise tomorrow
Sounds a bit like a marketer needs to be an oracle, eh? Well, you do. Just because there is a 'low adoption rate' on some medium, doesn't mean you should write it off. In fact, the best way to become an oracle is to get involved with niche communities. There are two good reasons for this: a. the 'big guys' don't do it so you have less competition (Blue Ocean Strategy), and b. these niche communities are where revolutions begin. If you are part of those revolutions, you know what is coming down the pipe.
Sure, the payoff sometimes takes time, but there is much more longevity and credibility in this.
- A good marketer rewards the community members who stand behind him/her
Nobody is insignificant. I don't care if you are a big sneezer or a smaller sneezer. Michael Arrington rocks, but so does Tejas Patel or Jeremy Botter. None are affiliated to Riya directly, but all of them have supported us (and criticized us, which is just as important) from day one.
How do you reward your evangelists? Make certain they have the tools they need to keep on. Remind them how important they are to you regularly. Listen to their feedback, incorporate it, and even, if you can, bring them in to help you develop future versions of your product or service. These are community members who take time out of their busy schedules to spread the word for you...for free. That is totally kick ass. Never take it for granted.
- A good marketer gets involved in the community
I'm not just talking throwing a few dollars of sponsorship in their general direction in exchange for a banner. I'm talking about getting your hands dirty. Getting involved. Taking up the cause for yourself. Starting initiatives. Supporting initiatives. Getting to know everyone.
PLEASE don't think about it in terms of what you can get out of it. Think of it in terms of what you can give. I know that is a difficult concept for some. It's not a cash dump or a drain on the resources. There is lots you can get out of getting involved, but if you frame it that way, you aren't any better than AT&T.
- A good marketer is her/his own client
Think about it. If you wouldn't buy your crap, why would anyone else?
- A good marketer knows when to back off
Step off. Totally. I talked about this in my Evangelism 101 post. Seed. Water. Don't drown. Walk away. Let the sun shine. Let nature take its course. Like I said above, if seeding isn't working, sometimes it's best to move on. Plant elsewhere (I really should find a new metaphor). - A good marketer learns to use the tools available to them
And I'm not talking about the standard tools. Discover new ones. Learn how they work. Blogging, Flickr, Del.icio.us, Dodgeball, LinkedIn, Plazes and Flock are just a few of mine... if you are marketing locks to hardware stores, the tools will most likely be entirely different. :) Oh...and don't forget to advocate the use of those tools. I'm an evangelist for every one of my beloved social software companies.
- A good marketer never takes her/himself to seriously
Have fun with it. It's only bidness. Laugh at yourself. Laugh at your company. Admit your mistakes. Be painfully self-aware. Let go of your ego. Laugh in general. Don't try to be funny. Find humour. Let it go. It's okay.
Technorati Tags: marketing, marketing101, onlinemarketing, cluetrain
18 Comments:
This is excellent.
Mike, Techcrunch
Interesting to see you speak about community tie ins, it goes much deeper than this of course, context and purpose are glaring in their abscence.
The linear marketing process is dead. The Web has changed, you must either be in the top ten of search results or part of the users conversation.
Good work, keep going in this direction.
-Kevin Leversee
www.pandorasquared.com
I was one of the people who had sent you an email request. Thanks.
-Gabe (non-memeorandum)
I so much agree 100% with that. but don't you those are more I am just afraid that big corps with heavy business culture don't have enough inertia to run it. that's why they always try to find fresh air (maybe vainly) in subcontracters (freelance, agencies, consulting..)
great but somewhat idealistic in the sense that most clients need a lot of persuasion to get even halfway to the edges of a community let alone even listen to their customer services team. It's something to aim for though. 2 questions:
1. I've seen heaps of examples of smaller niche comapnies [generally .com types] that do what you're suggesting well but do you know of any BIG companies that do it well? for e.g. microsoft engage with their geek community but not so much with the consumer community [perhaps because it's not as vocal and frankly not as interesting].
2. Do you have to have your company on-side to be the community rep? to what extent do you have to take your colleagues with you in being the evangalist's evangalist? In other words have you any advice for someone who is in the process of dragging the horse to water? :-)
james
You have an uphill battle both ways, James. LOL.
To answer your questions: 1. I haven't seen a good example - to date - of a large company who has done this right. But hey, small is the new big. I also think that large organizations breed more paranoia: control the community, control the message, control your employees. I can't imagine working for a large company and getting away with what I say here. ;)
My company, being small and very cool, is definitely on-side. It doesn't mean they always feel comfortable with my approach. I have to constantly explain myself. I drag team members along to various events to show them what is happening. Like I started out with, it's an uphill battle both ways. It takes more to convince an employer than a member of the community that what you are doing is good.
;)
I know that doesn't help too much, but if you ever need to complain or bend my ear, drop me an email and I'd be glad to 'talk you through' your growing pains.
T.
good stuff dude...
amen to that...this should be printed out as an ethical/common-sense manifesto and pinned to office walls...
Regarding backing off. It comes down to this.
You leave nothing unsaid, there's nothing to discuss.
#1. So, it's all about selling widgets? "Why aren't people buying our widget? Maybe we should find out." In the end, that will sell more widgets."
What about finding the need of people and helping fill the need? If we are solving problems and helping folks we won't ask the "buying" questions.
#2. Perhaps you should examine your brand.
#3. "Because the best opportunities are rarely planned in advance." See #1 Opportunities are discovered as we find and discern needs and encounter problems. Too many folks have "great ideas" and attempt to shove their products down the throats of consumers before a need exists., i.e. Personal computers circa 1980.
#4. Almost seems like a contradiction to #3.
#5. It goes back to #1 again.
I take it that you are a good marketer so you are not offended by my silliness. see #10
I think I am a good marketer, so I'll take your advice on #8. I'll back off now and the the sun shine.
Actually, I really like what you had to say and it seems like you are open minded and like to have fun. I hope you don't mind my silliness on a Friday afternoon.
Thanks for sharing.
Hmmmmm....thanks Rick.
Of course I don't mind your silliness on a Friday afternoon. ;)
However, I think you may have misread where I'm coming from on a few points (clarity is not my forte). That's cool. Misunderstandings make the world go around...or at least more interesting. ;)
Glad you came by!
T.
nice post tara :)
nice post tara :)
Tara, it's not business as usual.
That's why we're giving away 39 copies of Cluetrain...as an experiment in direct response.
Since people don't read propoganda (aka brochureware) anymore, does it make sense to give away books that share your opinions?
Check it out...freebiemedia.com
Take care,
Ben
Tara, it's not business as usual.
That's why we're giving away 39 copies of Cluetrain...as an experiment in direct response.
Since people don't read propoganda (aka brochureware) anymore, does it make sense to give away books that share your opinions?
Check it out... www.freebiemedia.com
Take care,
Ben
good tips, thnx! :)
Very good. It's complimentary with Lovemarks concept by Kevin Roberts from Saatchi & Saatchi. I found you blog today from Jaffe Juice blog. Thank you very much, added to my RSS reader.
It's like reading a confession of partial evolution.
Relax the paradigms even more and you'll be there.
Example in microcosm:
Once some representatives of a local body (an agricultural/pastoral show) came to see me, as a local business person, asking for donations to fund the annual event.
For $500.00 I could get literature dispensed in show bags, a banner, mention over the P.A., listing as a sponsor in the local rag, etc., etc.
I gave them the money on the strict condition that I got none of the 'promotional' material.
This is diametrically opposed to the usual 'business' model.
We're still trapped within Cartesian mental paradigms, the 'either/or', the fragmented, alienated, unsociological, viewpoint.
As a commercial entity within the wider community (Yes, that's 'within', not 'separate from'), you are dependent for your commercial welfare upon the base community.
If that community isn't healthy (not just fiscally), how's business?
Ensure that your community is doing well, and you will also.
It's a simple process of natural progression.
In another social context, I involved the entire commercial sub-community in presenting the annual trade show.
I asked all the local design people, florists and the ilk to design and present the entire display floor and the individual business/product displays within it.
Everything was artistically presented, and the result of an open planning strategy by everybody with a product to present.
Yes, there was a manufacturer/installer of inground swimming pools there with his display, but it was integrated into a larger display that also featured the product lines of a landscape artist, a plant nursery, and an outdoor furniture manufacturer that supplied the seating for the potential cientelle to relax in, while they sampled tastings from local winemakers and coffee vendors, that had their displays there, set up in outdoor shelters (gazebos, etc), with their front counters laid out artistically and incorporating the displays done by the local florists.
Beside the fact that everything looked far better than it would have within a standard context, everybody seemed to enjoy themselves - marketers and potential clientelle.
Presentation sells.
Everybody understands this, but for some reason, they rarely employ the principle.
The business network flow on was phenomenal.
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