Comments on: Spectrums of Social Media for Marketing

By: Direct2Dell

Direct2Dell — Mon, 20 Jul 2009 18:25:39 +0000

Are the days of CPM (cost per thousand) banner advertising dead?…

Note from Kara: Ryan Peddycord, President of Resource Nation is a frequent contributor to the Small Business…

By: Is Everything a Nail | chrisbrogan.com

Is Everything a Nail | chrisbrogan.com — Sat, 26 Jul 2008 10:01:17 +0000

[...] Spectrums of Social Media for Marketing [...]

By: C.H. Low

C.H. Low — Wed, 23 Jul 2008 19:34:42 +0000

Great visual model! I think the spectrum is also a good way to represent a road map for a journey.

Getting to the other end takes time, effort, money, resources, skills to be developed, brand comfort, our own personal emotional comfort, etc.. and ALSO POTENTIAL REWARD that commensuarate with it, of course. Otherwise why would anybody want the other end!

To try to get from one end to the other in one leap for many actually causes them not to even take the first step towards that direction and in the end they don’t even start!

I suggest people see the many possible baby steps in between if that will get them to get moving. The only way to get to the other side is to get moving!

C.H. Low, CEO, http://www.orbius.com

By: Patrick Johnson

Patrick Johnson — Wed, 23 Jul 2008 18:02:43 +0000

While I agree completely, there are some questions I would have to raise.

It looks as if we are looking at these different “spectrums” in isolation, for example a banner ad is immediate short term high cost effort compared to writing a blog which is a long term long value effort…

However what isn’t to say that you can’t effectively use a banner ad to increase blog readership or start a relationship? Same with building a face book page.

Really any marketing effort would probably benefit through an integrated approach would it not?

By: Ramiro

Ramiro — Wed, 23 Jul 2008 12:16:48 +0000

I think the problem with those that still are on the banner side of the spectrum is that the still believe in the “broadcast / blockbuster” model of marketing. They still believe we should only try to send our message to as many people as possible as many times as possible. I deeply believe we should be on the other side on the spectrum. Marketing should be now be about engaging people.
The question we should ask (by we I mean those who think marketing is about relationships) is what do we need to tell those on “the other side” to make them believe what we believe. Blogs like this are a great first step, but we need to figure out how can we convince them about the power of relationships.

By: Eight links on marketing, social media, blogging and more — MarkTzk.com

Eight links on marketing, social media, blogging and more — MarkTzk.com — Wed, 23 Jul 2008 10:48:01 +0000

[...] Online marketing: Chris Brogan takes a look at how we can define the spectrum of social media marketing efforts, from banner ads at one end to dialogue between businesses and their customers. This helps to frame [...]

By: Steve Hopkins

Steve Hopkins — Wed, 23 Jul 2008 02:54:44 +0000

@Mike Proulx I agree about the listening. I think we can often be so keen to ‘engage’ that we forget to actually listen first to create actual engaging conversations. It’s not engagement if you just say what you wanted to say anyways.

I’m from World Vision Australia, and we run the http://www.stir.org.au webpage. We have done banners, we have a huge forum with some 40k posts and have also have community campaigners from our advocacy team in the largest states in Australia, drumming up ‘on the ground support’ around global poverty alleviation.

For us, this spectrum works well, except I think there is a barrier between content marketing and relationship management. We are trying to get our selves into a position where we are talking to people online, and then moving those conversations external to the web, where the ‘real’ action lives. This has happened recently, we’re we saved ourselves some $30k by calling out for volunteers at WYD. This is where Blogging and ‘content marketing’ creates an ROI. It has taken us 2+ years to build the stir community, but we are only now seeing the returns.

By: Mike Proulx

Mike Proulx — Wed, 23 Jul 2008 00:39:56 +0000

Chris, like the conceptual layout of the spectrum. If difficulty & risk both increase as you move to the right, then I’d put “listening” towards the beginning/left of the spectrum as it’s easy for a company to get started and very low risk – are there really any risks with listening?

By: chrisbrogan

chrisbrogan — Tue, 22 Jul 2008 20:45:55 +0000

@Michelle – really interesting point. Maybe it’s too far afield. Except, is it? Wouldn’t marketers consider those things in the same spectrum, at least in digital. I mean, when considering the overall marketing strategy that is.

Hmm. Good point.

I’m really happy to see people talking about these things.

By: Michelle Greer

Michelle Greer — Tue, 22 Jul 2008 20:35:19 +0000

This is like comparing an account manager with a billboard. A billboard for the right business in the right spot can help you. It would be difficult to get more value out of it than an account manager though.

Community managers allow businesses to execute some control over a message as well as gain feedback for future use. Community managers do not just advertise; they ask questions and get a pulse on their industry. It costs more than a banner ad you get a lot more out of it.