Conversations about the potentials of social connection, and how technology and crowds are changing how we communicate across media and business.

In this episode:

  • David shares examples of companies and organizations gaining a competitive advantage from communicating in real-time with social media.
  • Find out why David rejects the question of ROI in social media marketing.
  • Check out David’s observations on the biggest mistakes companies make in social media marketing.
  • Hear about David’s research on how being more socially connected and available impacts shareholder value.
  • Get the best advice around on beginning a social media policy in your company, and how to manage the three main internal social roadblocks: legal, PR, and HR.

LISTEN:



    Real Time Marketing & PREpisode 5: Resources and Further Reading

    - “Eloqua joins the party” CEO Joe Payne’s blog post about Market2Lead acquisition.

    - Real Time Marketing & PR, David Meerman Scott

    LISTEN:


    Episode 4: Key Points

    Gary, Ian, and Mike discuss a new wave of media participation, using the example of Hatsune Miku – a “virtual idol” in Japan whose creativity and success is created by users, including user-generated performance and songs.

    • Miku’s concert, with a live audience and band, features a a virtual hologram character of Hatsune Miku. “She’s singing, she’s dancing, she’s flirting with the audience, and she doesn’t exist.”
    • As much as we think of the power of media residing inside the object, with this virtual idol, we can see that the power also arises from the users, consumers and fans around it.
    • It’s not the record companies or major producers who made this idol famous, but rather the collective excitement and engagement and participation of  fans who have made this a phenomenon.
    • Participation is becoming increasingly popular. It’s no longer a one-way dialogue. Fans and consumers are becoming integrated into brands.
    • Overall, a trans-media acceleration is revealing new potentials for participation as a source of creativity.

    Episode 4: Resources and further reading

    HATSUNE MIKU – VIRTUAL IDOL


    VOCALOID SOFTWARE

    Create your own Chucks

    CREATE YOUR OWN CHUCKS

    WORLD LENS – IPHONE APP

    WILL.I.AM HOLOGRAM ON ANDERSON COOPER

    Hip-Hop Japan: Rap and the Paths of Cultural Globalization

    Hip-Hop Japan: Rap and the Paths of Cultural Globalization (Ian Condry)

     

    Music in this episode is from Boston-based reggae, hip-hop, and latin music group, Crewshall.

    LISTEN:


    Episode 3: Key Points

    Gary, Ian, and Mike discuss companies working and reacting to markets in real-time, similar to live performance events.

    • There’s an energy and positive force in social connection, a soul, that animates all kinds of relationships through social media and extended through our social world as well.
    • It takes a very aligned company to operate in real time.
    • Japanese rap music is a remarkable example of the power of real time connections. Young rappers created an authentic rap culture in Japan by finding ways to build energy through their performances. This authenticity came out of communication and conversation, and the power of live performance.
    • The feedback loop that takes place in a live event between the audience and the artist helps the artist understand when and how to move forward.
    • This live model is what companies need to consider, being able to react in real-time, like a performer on stage that reacts to audience feedback.
    • Happiness, connection, and authenticity come from the ties that bind us together, and make a conversation and a live performance better models for thinking about what culture is and how it evolves.

    Episode 3: Resources and further reading

    Hip-Hop Japan: Rap and the Paths of Cultural Globalization

    Hip-Hop Japan: Rap and the Paths of Cultural Globalization (Ian Condry)



    Zappos CEO Tony Hsieh speaking at Google in Mountain View to talk about his book – Delivering Happiness: A Path to Profits, Passion, and Purpose.  The talk explains how an emphasis on an empowered corporate culture can lead to unprecedented success.

    Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now (David Meerman Scott)

    LISTEN:


    Episode 2: Key Points

    Gary, Ian, and Mike discuss the flow of information through a socially connected world.

    • Information that flows through our networks does so via three degrees of separation – not six.
    • Within these three degrees of connection, influence is predictable and measurable.
    • The three degrees of influence present the greatest, untapped potential for marketers.
    • There is a cloud of information, the crowd of people who can help affect movement, but a connection of trust and authenticity is needed to activate the potential.
    • Every company is facing the issue of communicating socially. Corporations like to feel that they’re in control. However, changing media creates fear, but the emotion should be excitement about the opportunity to serve and delight customers.

    Episode 2: Resources and further reading


    Zappos CEO Tony Hsieh speaking at Google in Mountain View to talk about his book – Delivering Happiness: A Path to Profits, Passion, and Purpose.  The talk explains how an emphasis on an empowered corporate culture can lead to unprecedented success.

    Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives- How Your Friends’ Friends’ Friends Affect Everything You Feel, Think, and Do
    (Nicholas A. Christakis, James H. Fowler )’

    FastCompany Expert Blog
    Twelpforce: Marketing That Isn’t Marketing
    May 17, 2010


    LISTEN:


    Episode 1: Key Points

    Gary, Ian, and Mike discuss the social movements that are happening in business and across media.

    • Media used to be something we consumed, now it’s something we participate in.
    • The power of word of mouth has been amplified, and that conversation has gone global.
    • Customers are conversing every day about brands. At the same time, companies are releasing control and are finding a way to participate fluidly in that dialogue.
    • Consumer markets talk about how products will make customers feel, the I, or subjective. In business, the purpose is about ROI, the it, or objective. We’ve talked in objective and subjective terms. Now with social communication, we are talking about the we, the collective sharing energy that moves markets.
    • We’re seeing ideas, businesses, and cultures that move across media forms. Japanese pop culture companies are great examples.

    Episode 1: Resources and further reading

    Hip-Hop Japan: Rap and the Paths of Cultural Globalization

    Hip-Hop Japan: Rap and the Paths of Cultural Globalization (Ian Condry)

    Connected: The Surprising Power of Our Social Networks and How They Shape Our Lives- How Your Friends’ Friends’ Friends Affect Everything You Feel, Think, and Do
    (Nicholas A. Christakis, James H. Fowler )



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