One Way to the New Mass Market
Time 18:10
Alleluia the Mass Market is alive and well, we have rediscovered the masses. This is good news for all those companies that watched their mass market target disperse like cockroaches when you turn on the lights. Now the bad news, the path to reach them is through 1 percent of the people that participate on-line in social media – content creators, commenters, and communities. In this podcast, we chat with Jackie Huba, co-author of two books Citizen Marketer and Creating Customer Evangelists, about reaching the One Percenters as Huba calls them, and how they are the new gatekeepers to the mass market.
Huba is a keynote speaker at the NewComm Forum, a three day conference, April 20-23 in San Mateo, California, full of interesting learning about the application of social strategies in business, non-profit, and government, and as always excellent networking. As a listener and reader of the Marketing Edge podcast and blog use the promo code NCFPPP to receive a $200 savings if you register by March 12.
One of the interesting parts of this conversation with Huba is when she refers to social media as the “canary in the coal mine” for many companies. Huba is on the money with this metaphor. I associate this idea to political communications, a place where rumor can become perceived as fact fast. Political communicators are indeed accustomed to this position, I was in the national political environment for a decade. The speed of information puts an enormous burden on corporate communications to be tuned in 24/7 and on the corporate communications process (by that I mean approvals and empowerment) to be efficient in reacting to unfolding events.
Enjoy this podcast and use the promo code NCFPPP when registering for the NewComm Forum. Huba’s blog along with co author Ben McConnell is the Church of the Customer an interesting read as well.
How are you approaching the One Percenters? Do you think they are gatekeepers to the mass market, or do you approach them as market segments, separate communities similar to market segments?
Re-Tweet Shout Outs
I had fun last night during #brandbowl Twitter’s conversation about ads during the Super Bowl. Thanks to stephaniethum , shashib , and tkpleslie for advancing the conversation about when we’ll have television advertising created on the fly based on social conversations. It won’t be long now I’m guessing.
Remember comments to the blog result in a food item being donated to a St. Paul, MN food shelter. Your opinions matter.
Tags: mass market, product influencers, reach mass market
This entry was posted on Monday, February 8th, 2010 at 9:24 am and is filed under marketing, social media.You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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February 8th, 2010 at 6:57 pm
Great podcast/interview of Jackie Huba, Albert!
I interact with “One Percenters” by tweeting or commenting about content they’ve created in unique/creative ways and then having a conversation with them via Twitter or email. If possible I try to add a little value with an additional insight or comment.
For instance, last week I tweeted about your interview of Stan Phelps (Purple Goldfish project) and then we had a conversation on Twitter.
http://twitter.com/KarlKasca/status/8600088484
It’s also effective to blog about the person (or their podcast, post, etc.) and then @reply or direct message them on Twitter. It’s better to @reply because that way they get more exposure…and you do too.
I did this in my blog post on “Relegance – Striving for Relevant Elegance” after your podcast on “It is a Gift to be a Relevant Marketer” and then we had a conversation on Twitter:
http://attractmorevisitorsblog.com/relegance-striving-for-relevant-elegance/.
As another example, I posted a string of tweets about a podcast of C.C. Chapman’s which I felt could help anyone/anywhere achieve success at any stage of their lives.
C.C. @replied back via Twitter saying this “totally made his morning”.
Later I blog-posted the tweets so they’d be available after they’d faded from the Twitter-stream and called it the “17-Minute Podcast Which Could Change Your Life Forever”:
http://attractmorevisitorsblog.com/17-minute-podcast-which-could-change-your-life-forever/.
Bottom line: I completely “take” and agree with Jackie Huba’s point about “One Percenters” and hope others try interacting with movers, shakers and luminaries…and see what happens.
Take care and best success,
Karl Kasca, EVP
IncreaseOnlineProfits.com
TheSolutionMovie.com
http://AttractMoreVisitorsBlog.com/
http://nmmucla.blogspot.com/ – Teaching New Media Marketing at UCLA Extension
February 9th, 2010 at 7:11 am
Twitter Comment
My blogging friends MUST learn “1%er” term! RT AlbertMaruggi New Marketing Edge podcast with @jackiehuba on … 1%ters [link to post]
– Posted using Chat Catcher
February 9th, 2010 at 11:57 am
Twitter Comment
New Marketing Edge podcast with me on the power of the One Percenters [link to post] (via @AlbertMaruggi)
– Posted using Chat Catcher
February 9th, 2010 at 1:33 pm
Twitter Comment
RT @jackiehuba: New Marketing Edge podcast with me on the power of the One Percenters [link to post] (via @AlbertMaruggi)
– Posted using Chat Catcher
February 9th, 2010 at 1:35 pm
Twitter Comment
Great speaker RT @jackiehuba New Marketing Edge podcast with me on the power of the One Percenters [link to post]
– Posted using Chat Catcher
February 9th, 2010 at 7:21 pm
You my friend Eric Larson are a mad man, 1%er you are absolutely right. Damn your eyes! You did see the movie Young Frankenstein, didn’t you or was it Frunkensteen, anyway, great catch. Now will you proof read my next post? Please.
February 9th, 2010 at 7:27 pm
Karl right on with the comments it’s Classic social respect that is mutually beneficial. Now this is a crazy notion, but I believe social media is a function of socialism. Now now, I realize some red meat conservatives will get all lathered up about the word, but back off a second.
It’s nothing more then being helpful, some do it because that’s their nature and some do it because the system rewards it. I do not judge intent, actions are all that matters and if the community benefits than so be it.
So your post adds to the conversation, gets CC Chapman on this blog, CC hope we see each other on the circuit again, and will get me to pick up a food item to donate to a St. Paul food shelter. Not bad for a few minutes work.
All the best Karl, see you online.
February 10th, 2010 at 1:08 pm
Albert, it’s definitely social respect and admiration. As well as “what goes around, comes around”, which seems to be an understated tenet of social media/networking.
But to raise the “social” aspect of social media to the level of an “ism” like “socialism”, may require some definitional humor:
World Ideologies as Explained by Reference to COWS
http://pages.infinit.net/garrick/jokes/cows.html
And sorry to hijack your blog with the likes of CC Chapman, another social media guru/god/but-never-”expert” (as true social media experts never refer to themselves that way).
But since you’re such an officer and gentleman I knew you’d take it in the spirit of “Liberty, Egality, Fraternity”, especially egality.
Take care and best success, Karl
February 10th, 2010 at 1:44 pm
Karl I will explain it over dinner at my client in San Diego, the Rayo Grill when next I am in Southern California. Thanks for the thoughtful posts. We both await Chapman’s response on this page. :>)
February 15th, 2010 at 3:31 pm
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