Last year at SxSW, I told Richard at Dell that I thought the time of Brand You was over and the time of Product You had begun. What I meant was that brand is an interpretation of the “specs,” whereas product was the actuality. My point was that to build a career on concrete we have to build on the values and traits that are truly and always our own.
Now I’m thinking of traditional marking — the Four Ps: Product, Price, Place, Promotion — and in social media I’d add People.
In social media marketing, the view has shifted campaigns are about people not products. So lets start with the people.
People
It used to be these beings were outside a company. They were studied, feared, occasionally consulted, targeted, but considered “other” than the enterprise. Called buyers, customers, clients, eyeballs, users, and some terms less dignified, their value was often best understood by how they showed up on the bottom line. Many companies actually spoke of “customer proofing” their products, because they thought of their buying public as not too nimble or clever.
Now it’s people that we want to attract, connected and engage. It’s people who provide our best ideas and our most interesting content.
Product
It used to be that the product was what drove campaigns and the brand. Just putting a cool product in front of people hardly attract any more. Creatively featuring it, hardly makes enough single to get a mention if more interesting, informative, or intriguing conversations are nearby.
Now the product sits alongside to the ideas and actions the product enables or represents. Those ideas and actions are what connect people in conversations to form communities of fiercely loyal fans. The connection to has to be meaningful … the conversation has to be both intelligent and worth our time.
Price
The price was once derived solely from the cost of delivering a quality product into the people’s hands. Now the price is value. Value is based on the experience of being able to participate in the community, being able to meet with folks who can answer questions and who share the stardards and values the product represents.
Place
Place used to be where the product was offered — the footprint and location in relation to of ther products of the same ilk and kind. Now place is more about where people find the product helping other people and how we help customers find a place for the product in their lives.
Few of us need much more than we already have. What we’re looking for are things that give us more time and make our lives more efficient and meaningful.
Promotion
Promotion has turned inside out. It’s about showing and attracting, not telling and pushing.
Make a product that connects people with meaning and value that fits easily in their lives and they’ll it irresistble — so irresistible that they’ll tell their friends about it.
That’s social marketing.
How do you make your social marketing irresistible? What’s irresistible to you?
–ME “Liz” Strauss
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Brian Clark Liz StraussBrian Solis Kali Evans-Raoul KD Paine Geoff Nelson and Chris Aarons Denise Wakeman Wendy Piersall and David Bullock Stephen Smith and Michael Martine Glenda Watson Hyatt, Karen Putz, and Stephen Hopson
Saul Colt and Terry Starbucker Glenda Watson Hyatt, Karen Putz, and Stephen Hopson
The value — priceless.
