Social Media Muse

Infusing Social Media with Spiritual Chocolate

Posts Tagged ‘on-line marketing

On-line Marketing is not an option

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During the early days of the Internet I heard the same kind of negative noise about on-line presence as I do now about Social Media. In 1998 I worked for an Internet provider who created and hosted some of the first businesses in town and often companies were very reluctant with creating a website, they had been in business for years without it, so why would they need it now? Believe it or not but there are still companies without a website or one that has been under construction for a while (not to mention the badly designed sites.) Maybe for some very small niche markets this is possible, but knowing that a vast amount of  people around the world are living their life on-line…

I am usually not a “numbers” person, but while doing a little research about how much time people spend on the Internet and use Social Media I came upon some interesting data. Let’s start with the most current data from facebook:

  • More than 500 million active users
  • 50% of our active users log on to Facebook in any given day
  • Average user has 130 friends
  • People spend over 700 billion minutes per month on Facebook
  • There are over 900 million objects that people interact with (pages, groups, events and community pages)
  • Average user is connected to 80 community pages, groups and events
  • Average user creates 90 pieces of content each month
  • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
  • About 70% of Facebook users are outside the United States (!)

The Nielsen Company recently came out with this current Internet Time table.

New Media is focused on being found by customers. Most companies still focus on finding customers. Key in your current marketing actions is to shift to on-line marketing and the communities where “your people” spend most of their time.

Selling =OUT Communicating=IN

People know what they want, when they want it and how much they want to spend on it, so why are they selecting your product or service? When people make a decision that matters to them, they rely on the truth as they receive it from the community, not the story the marketer writes. Whatever it is that you communicate, BE AUTHENTIC and BE WHERE YOUR AUDIENCE LIKES TO BE.

“Marketing by interrupting people is not cost-effective anymore. You cannot afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to the marketers who set up a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.” —Seth Godin

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This position is a great resume builder!

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In other words: we want you to work full-time for us, create our on-line brand, and increase our revenue, but we’re not going to pay you.  Luckily most matured companies have embraced Social Media professionally and know the added value and opportunities this huge platform may provide to them. They are also aware of the fact that this is a very new, specialized, yet comprehensive trade.

A Social Media worker needs to have communication, PR, writing, (direct) marketing, branding, on-line media, Internet applications, and Social Media networks experience, besides your particular industry and market knowledge. This is the time for the Jack or Joan of all trades to flourish!

“Jack of all trades, master of none, though ofttimes better than master of one”

A Social Media Steward should possess a polymath* quality. Above all being able to handle multiple tasks, channels, and tools! If you want to reap the benefits of a consistently implemented Social Media strategy you’ll have to invest in a very broad experienced professional to execute this multi level challenge at a very high (real-time) visibility level.

*Polymath (Greek πολυμαθής, polymathēs, “having learned much”)[1] is a person whose expertise spans a significant number of different subject areas.

Written by Monique DiCarlo

August 3, 2010 at 11:05 pm

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