Time 25:21

In this podcast we highlight two major issues 1) The idea of resonance as implemented by promoted Tweets and interpreted by Brian Solis at a recent presentation in Minneapolis, and 2) We dig a bit deeper into the 9 ways marketing is being transformed in a conversation with college curriculum developer and instructor Mia Lee

We have a winner for the drawing for Brian Solis’ book Engage with my commentary in the margins where necessary – Ken Okumura of Minneapolis and a Marketing Edge listener is the winner of Engage. Solis was a guest on the Marketing Edge prior to his presentation in Minneapolis on July 27.

I attended his presentation which was thought provoking. One of his key areas for social media moving forward is the concept of resonance. It’s a word Solis combines with Relevance and Significance as a major way to determine value of social object. A social object is a piece of digital content, a tweet, a photo, etc. As companies continue to find ways to engage social commnities and platforms look for ways to garner advertising dollars, measuring the investment of time and dollars is being refined.

Measurement includes Retweets, mentions, clicks, actions, influence etc. During Solis’s presentations I tweeted this :

@WichitaCindy on Twiter asked me why. The reason for the excitement is because it’s a chance to engage and perhaps have an impact on anything, products, service, government etc. The reason for the nausea is caused by the many ways popularity and influence can be manipulated. The irony is that as consumers we revolt against advertising, even coming up with technologies to circumvent ads and now on social media those same consumers may well be part of message, and I don’t mean that in a good way. I mean just because you get a $5 coupon for a burger if you get your friends to fan a restautant doesn’t make it any less of an advertisement. In some respects we are being coopted under the guise of being social.

This is a fine line, and I hope I’m not the guy throwing sand in the social media sandbox, but the potential exists and there are plenty of tactics being used that contribute to search and klout. For more on resonance see Jeramiah Owyang of the Altimiter Group. The Solis event was produced by Jen Kane who does a wonderful job on these events.

9 Ways Marketing is Being Transformed

A while back I did a post on 9 Ways Marketing is Being Transformed. The beginnings of this post was an exchange on Twitter with WebbieGirl AKA Mia Lee instructor and program curriculum developer of digital marketing workshops. Mia developed a popular e-marketing program at the Wichita Area Technical College for social marketing.

In this podcast we get into some of the ways marketing is changing, including

1. 1. Very public behavior – privacy or not
2. 2. Ability to call bull – corporate transparency
3. 3. Everyone is a media outlet – content marketing at its best
4. 4. Consumers are marketers – How to build a community of passionate customers
5. 5. Social culture vs. social tactics – Companies will benefit by adopting their culture to the social web
6. 6. Consumers have an active role – the more you interact the better the information companies will provide
7. 7. Personal brand networks matter – Instead of direct mail lists, online networks will preform better
8. 8. Knowing how the system is gamed – the more social is quantified the more participants will try to gain an advantage, ethically or unethically.
9. 9. Product development will dominate marketing – the social web will recreate how products are researched and developed

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