Is Social Media THE ANSWER when traditional marketing “sucks”?

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Five incredibly talented and deeply entrenched social media THOUGHT LEADERS fielded questions about “How to get the word out” and win more business now that there’s so much FREE stuff out there.

THE VENUE: Grand Hyatt in San Francisco

THE SPONSOR: San Francisco chapter of the American Marketing Association

THE “WHY”: To discuss whether or not today’s marketing and PR “sucks,” and, if so, What To Do About It.


THE PANEL OF NOTABLES
:

Moderator & Alltop creator: Guy Kawasaki

The Silicon Valley Blogger: Louis Gray

French entrepreneur: Loic Le Meur

Community builder: Renee Blodgett

LinkedIn Sales VP: Steve Patrizi

Super Tweeter Guy Kawasaki
Super Tweeter Guy Kawasaki

QUESTIONS POSED TO PANEL MEMBERS:

  • What would you do if you had a great product in a niche and zero dollars in marketing?

  • What would you now do if you now had $10,000 in marketing? How would you put it to use?

  • What is the role of agencies in today’s environment? Should companies simply do their own marketing?


Headlines from the discussion:

PR NEEDS A NEW NAME

NO TRUST IS OBSTACLE FOR PR & ADVERTISING

CROWDSOURCING IS THE NEW INFLUENCER

KNOW WHAT YOU WANT TO BE

BECOME AN EXPERT IN A UNIQUE NICHE

“TRUTH IN MARKETING”: [Who’d a thunk?]

EVERYONE IN YOUR COMPANY WILL BE FINDABLE

BE YOUR OWN MOUTHPIECE

PR AGENCIES ARE PASSÈ

Selected clips from the discussion

Silicon Valley blogger Louis Gray
Silicon Valley blogger Louis Gray

“For marketing on a shoestring: Tap into personal network for word of mouth. Leverage the people who are your biggest fans.”

Seesmic founder: Loic Le Meur

Seesmic founder: Loic Le Meur

“The problem with old styles of marketing is No Trust. What I trust are my friends telling me about products they like.”


“Twenty years ago there were 20 influencers. Today there are 6,000.”

“When you engage with customers on Twitter, you can learn what problems need to be resolved.”


“Social Media Marketing: Find the fight people in the right places and offer the right message.”

Steve Patrizi and Renee Blodgett round out the panel of experts

Steve Patrizi and Renee Blodgett round out the panel of experts

“Online Social Media: No difference between personal and professional.”

“Professionally distributed news releases may only be necessary with major launches.”

“Break out of old marketing by teaching your people to LISTEN and then to RESPOND.”

“The speed of innovation is directly related to the speed at which we are sharing information.”

“Rules are different for social media platforms: MySpace is like your neighborhood bar. Facebook is the backyard BBQ. LinkedIn is your office. You’ll need to act accordingly.”

WHAT DID THE ATTENDEES HAVE TO SAY?

Bill Sanders, VP Real Branding, SFAMA Exec Board

Mark Evans, SFAMA President

Marketing is going through a revolution. The SFAMA is here to embrace this change and help bring together all the moving parts. — Mark


Julia Francis - Ubiquity PR, Wendy Fisher - Moxie Mtkg, Sharon Lee - Shamiko Design, Kelly Connelly - Kelly Connelly Design

Julia Francis - Ubiquity PR, Wendy Fisher - Moxie Mtkg, Sharon Lee - Shamiko Design, Kelly Connelly - Kelly Connelly Design

MARKETING AND PR “SUCK”? — People will always need them, suck or not. It depends on the approach for them “not to suck”: Change the name of PR to a more friendly and real term like SOCIAL CONNECT, for instance. — Sharon


Bill Bralye says SM is excellent augmentation to traditional marketing

Bill Bralye

After listening to the panel, I want to devote more time identifying best practices used by companies that are effectively widening their marketing tactics by adding social media to the mix. — Bill


Deb Kockos believes Twitter et al are more tools for the toolkit

Deb Kockos

I can tell you that most people do not spend their day online exposed to ads or blogs about certain products. Most of the world doesn’t even know what Web 2.0 means. When referencing a conversation on LinkedIn during a recent presentation, the audience looked at me like I was nuts. No one even knew about LinkedIn. We’re definitely in the early adopter stage here. — Deb


John Meyer - UC Berkeley, Laura Dantes - Engagement Strategies

John Meyer - UC Berkeley, Laura Dantes - Engagement Strategies

We do need to filter the Hype and remember basic marketing principles. As Renee put it, “What is the problem we are trying to solve?” Focus on strategy, messaging, and reaching the right stakeholder groups using multiple channels. I don’t believe the zero budget Twitter solution is sustainable. — Laura


Cory O'Brien said the panel reconfirmed his opinion that marketing has changed dramatically

Cory O'Brien

Marketing and PR don’t suck. They’re just changing rapidly, and the companies that can’t keep up with the changing environment are using marketing and PR methods that “suck.” Social media has closed the gap between the company and the consumer, and there’s a level of speed, honesty, and transparency that is required to play in this field that many companies are not yet comfortable with. — Cory

FOR THOSE WHO’D LIKE TO VIEW GUY’S QUESTIONS AND THE PANEL RESPONSES AND DISCUSSION:

Here are links to several short YouTube videos:

Do Marketing & PR suck? Guy Kawasaki introduces panel.
Louis Gray says BE YOUR OWN MOUTHPIECE
Loic Le Meur says problem with ads is LACK OF TRUST
Renee Blodgett advises companies to ask What They Want to Be
Steve Patrizi says that companies still need ads
Guy Kawasaki asks panel How to Market with $10,000
Renee Blodgett has tip to spike video views
QUICKY: Not much can be done with $10K
Louis Gray says, YES, $10K can fund successful marketing plan
Are PR agencies still necessary and relevant?
Steve Patrizi: Companies will continue to need help getting the word out
PR needs a New Name, according to Loic
TRUTH IN MARKETING: Who would have thought of those 3 words together?
What if your customers are not on Twitter?

San Francisco AMA members: Please add your comments below, and everyone else “out there”: DO YOU THINK TODAY’S TRADITIONAL MARKETING SUCKS, and WHAT SHOULD BE DONE ABOUT IT?

Can’t get enough of thought leaders in panel discussions? Here’s my report on Steve Rubel, Michael Brito, Richard Brewer-Hay, and Angela LoSasso discussing “Beyond the Hype: Roadmap for Social Media”

Next post: HOW TO CONVINCE YOUR BOSS TO GO SOCIAL

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Posted by Shari Weiss   @   31 August 2009
Tags : , , , , , , , , , , , , , , , , , , , , , , , ,
Comments
Aug 31, 2009
6:20 pm
#1 ImNikos :

This is a great post Shari. It’s really interesting to have included the attendees’ opinion. See you on the next event!

Sep 1, 2009
10:51 am

Social media is here to stay and smart companies will realize and use that to their advantage. Ignoring the conversation will only cause damage to your brand. It was great to hear people deeply involved in SM and hear how they leveraged the medium in real campaigns.

Author Sep 1, 2009
11:26 am
#3 admin :

Brian, it is indeed HUGELY exciting to be on the forefront of a dramatic change to the way we do business — and the way we live. Personally, I believe it is all for the good. When people realize that they can no longer hide “selfish and, even, malevolent” intentions, then the entire environment will become healthier. What better way for all of us to thrive? BTW, here’s the pic of you and Lotika: http://tinyurl.com/lv5hpo

Sep 12, 2009
12:15 am
#4 Harry To :

Hey Professor Weiss! I like your blog. It is very informative. The best part is reading the “Convince your boss to GO SOCIAL” blog. Getting your boss to use social networking helps with the bonding process. The part where you wrote “Hon­esty and gen­eros­ity cost lit­tle, but reap Huge Rewards.” is the best tip on the blog in my opinion.

-Harry To

Author Sep 12, 2009
9:25 am

Yes, Harry, this IS a big lesson for today’s [and tomorrow’s] business leaders: to do business with HEART will pave the way to a brighter future for us all.

Sep 12, 2009
2:58 pm
#6 maurice moore :

Subject: How to convince your boss to get into social media

I found the many reasons why your boss or a company should enter into social media are very convincing and make a lot of sense. If a company wants to know more about how to reach its customers than what better place to get close to them than with a twitter or facebook account?

Author Sep 12, 2009
3:04 pm

Maurice, although many companies are hearing more and more about the benefits of social media, too many are afraid to even “get their feet wet.”

Sep 12, 2009
3:12 pm
#8 Yuet :

Hi!
I like this post and the discussion. It is interesting to me. I want to be one of the attendee 🙂

Oct 10, 2009
8:53 am
#9 Trang Nguyen :

your blog has a lot of information about the social media. Those things are really interesting. You should give us the opportunity to discuss more about this topic in the next class 😀

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