December 2009 Archives
Nothing breaks a topic down like the "For Dummies" series. All in it has sold more than 150 million books educating the world on the most basic elements of everything from The Internet to eBay to wine to divorce. It would stand to reason that the most recent in the series "Social Media Marketing For Dummies" holds no challenges for today's sophisticated marketer. But sophisticated the book is. It dispenses quickly with the basics of "social influence marketing" and immediately moves on to the most challenging issues on social media such as mobile, authenticity finding a social voice for your company, and even how to energize and manage a social media effort internally.The reason for the book's depth comes directly from its author. As the VP & Global Social Media Lead with Razorfish he has been on the social media beat for big clients, small clients, and marketers that need research to plan and measure the newest platform. Rather than tell his audience of marketers what they already know, Singh took the opportunity to write a book for "dummies" to set out a complete vision of how social media can be executed. It just went into its second printing last week, and we caught up with Singh on that occasion.
Shiv Singh, VP-global social media lead at Publicis Groupe's Razorfish, believes it's getting much harder to separate offline from digital and that the silos between the two need to come down. "Digital can learn a hell of a lot from traditional and still needs to," Mr. Singh said. "Consumers don't say to themselves, 'This is a traditional moment and tomorrow I'm going to wake up and have a digital moment.' So it's about time we get beyond that ourselves."You can read responses to a few of the questions asked in this Ad Age piece. The luncheon was wonderful and I was humbled and thankful for being included in the group of Media Mavens.
Mr. Singh said digital marketers should take heed of the work taking place in the offline word-of-mouth sector and how the relationship between marketer and influencer is developed and how their influence is measured. "What's going to happen next in social is that we will get a lot more rigorous and technical about how we identify, nurture and measure the impact of online influencers on the customer," he said. "And rather than thinking in terms of audiences we will be thinking in terms of audiences and the impact influencers can have on those audiences."
The moms do not hawk the diaper pail in any explicit way; instead they help create an atmosphere of trust and usefulness through their tips for nursery maintenance, thus helping the brand connect emotionally to moms in a gentler way. The social influencers (the mommy bloggers) aren't asked to endorse the product or go spend money somewhere and report back the findings (a common blogger outreach tactic that I discuss in my book).