The Importance of Listening

18 09 2009

Listen UpMajor brands and corporations are beginning to find the value in social media marketing, yet many still do not know how to begin the process. It is easy to set up a Facebook fan page, Twitter account, Flickr photo stream etc. but what exactly does this accomplish and why choose these social media sites? The main-stream buzz around social media has created almost a clarion call amongst executives to undertake social media initiatives. What many do not realize is that social media marketing must be executed with a clear strategy consisting of strong metrics, objectives, and goals. The “ease-of-use” of these technologies has really created a tremendous problem within the marketing world, in which marketers are throwing out traditional long-term planning and strategy development to jump head first into so-called “social media marketing.” One of the most critical components of social media marketing is determining how to effectively engage the target audience before even attempting to do so. This can be accomplished by listening to the conversations that are already occurring online even before building that Facebook fan page or Twitter account, a step that many marketers forgo. As marketers it is essential that we understand this critical step in social media marketing.

WHY WE LISTEN

Today, more than ever, people research products and services online before making a purchase. Social media marketing utilizes a pull strategy allowing customers to reach out to products, services, and brands, relevant to their own experiences, via the web and social media sources. Therefore, it is important organizations know how to engage their audience to provide some sort of value, in a relevant manner. Through the process of listening, organizations can find where/why the audience looks for products and services, and determine how to effectively reach them.

A VIRTUAL FOCUS GROUP

Listening to the online audience essentially serves as a virtual focus group. Conversation occurs across a wide array of social web components such as ratings/review sites, blogs, multimedia sites, wikis, and social networks. Listening reveals insight into satisfaction, brand association, brand loyalty, product ideas, product improvements, demographics, competitor activities, market opportunities etc. Once organizations have gained a deep understanding of the online audience, strategic objectives and relevant success metrics can be defined to develop a measurable social media or marketing strategy.

LISTEN BEFORE ENGAGING

Social media marketing allows organizations to establish meaningful and impactful connections with their target audience that may lead to valuable long-term relationships. Social media marketing works similar to offline conversations and business networking. A dialogue is established in which both parties exchange thoughts and ideas. The exchange allows individuals to find relevant connections, which may then lead to a valuable relationship. It is necessary for companies to begin the process with social media monitoring, to first listen to conversations already occurring online. Listening and analyzing to the on-going social communication produces valuable insights that are then used to effectively engage the target audience. 

What are your thoughts on the importance of listening in social media marketing?

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Musicians Lead by Example with Innovative Social Media Strategies

14 07 2009

I have been reading a lot of blogs and articles recently about large, well-known corporations who have undertaken social media strategies with really no idea how to utilize social tools to generate, what they consider, a profitable investment. I blame this on a sense of apathy for innovation in exchange for other tried and true business practices such as utilizing mass media and the traditional push marketing strategies. But what happens when an industry is turned upside down, not by choice, but by disruptive technology.

The Crowded Musisphere

Enter Napster of 1999, the iTunes of 2001, and now the almost unlimited number of sources for digital music distribution existing today. With the traditional business model of physical unit sales and terrestrial radio promotion dying, artists and labels are hanging on by adopting digital distribution models, social media strategies, and direct artist-to-fan connections.

Music now thrives on digital and many musicians have led the way with some excellent social media strategies. This shift from mega-distribution to do-it-yourself, has given independent musicians an opportunity to find creative ways to promote themselves as individuals and their music. It is very important for social media marketers to keep an eye on musicians and the music industry — after all we did force them to become early adopters.

Here is a short list of musicians to watch who have used and are currently using some pretty innovative strategies to sell their music:

Umprhey’s McGee:

Using Twitter For a Festival Scavenger Hunt
Innovative CD Release – Word of Mouth Genius

Amanda Palmer:

Using Twitter to Gross 19,000 in 19 hours

Zoe Keating:

Indie Cellist Explodes on Twitter

Josh Freese

$20,000 for Mini-Golf With Rock Stars – Now That’s Engagement

Anyone else to add to the list??

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