Are we in a marketing revolution?
Mark W. Schaefer explains how a brand can succeed using social media
- Duration 12:01
- Date Mar 30, 2012
Mark W. Schaefer explains how a brand can succeed using social media
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-- with us on Friday wrapping up the work -- and we're talking about social media and so many of us now rely on social media not only to.
Tell our friends what's going on in our lives or to find out what.
Our friends -- founding members are up to but it really has begun to take cold and a whole new way.
In the business world and company is big in small.
From all walks of the business world are.
Are turning to social media as a way to increase.
Their brands to straight.
And it's I mean that's.
That is is becoming more more comments that we want to talk about this right now with the man who knows about this as well as anyone mark -- is the author of a brand new book.
That's just out called return on influence.
And there is the cover right there it is the number one marketing book.
On on their own.
Bookstore shelves right now you can find mark on Twitter app market W -- SCH.
A EF BR and you call this this is a revolution.
It is a rental -- well.
It two ways really.
First in the first part of the book I look at how is power and influence different now compared to what we're used to in the offline world.
And we've got these.
Powerful tools now we've got high speed Internet and we've got these free easy to use publishing.
Platforms and -- Twitter blogs FaceBook.
So that -- ability for people have an opinion to have a voice this couldn't -- happened three years ago.
So now everybody has opinion everybody has the opportunity to have influence and the second thing that's of interest and really part of the revolution.
Is that companies like clout KL OUT -- peer index opinions as the number of different companies doing this now.
They're actually trying to measure this to quantify.
How people create buzz on the Internet and they're giving people numbers you have a number I had a number.
Which drives people crazy I have no clout just could not absolutely you probably have more than you -- -- cut cut cut but then.
Grins and cut and companies as you can imagine are all over this because they want to tap into these powerful.
Word of mouth influencers how would you ever find these people before.
Very very difficult.
Do you get for -- you we talk about clout behind somebody gain clout I would somebody become one of these sort of influence peddlers so that they would Begin to sort of rise we hear about celebrities for example there are paid.
-- endorsements for -- products yeah.
All that's part of the change now that's really part of the thing that's so exciting because just even a few years ago like five years ago let's say -- only people that.
We're really rated on their influence where celebrities movie stars and athletes they have these these scores are Q scores but now.
Influence has been democratize it we all have a chance.
And really to do that.
That the real key is to be able to create or aggregate content that moves through the Internet that shared that's Baas rate.
So you have an opinion to have an idea you have content that moves through -- system whether it's offline you're creating buzz or online you're creating buzz.
The thing is they can kinda measure this now.
Could you if you read an article or we have a clip of this today.
We can see does -- move.
Through your audience there's -- move.
Through the audience of your audience and and then did people react to to they click the link you can measure that.
Do they comment on this but the bottom the little video you can measure that.
As a you can kind of see what is the buzz being created and quantify it so it's very very interesting time exciting time for business who were.
Big businesses I imagine it's a little bit easier obviously there's going to be brand recognition.
That sort of guilty the end when you talk about some of the biggest companies out there but what -- for small business owners and I'm sure we've got a lot of them.
Who are who are out there and and we're watching this into us right now they've got a small business they're trying to grow their brand they're trying to grow their business.
How can they use social media to do that.
You know what I mean I think honestly I think there's more of an opportunity for small business -- for -- larger businesses.
Well I mean because I think small businesses are more able to connect to people on a local level.
-- mean power social media is to get personal to get -- local to be reactive to opportunities out there.
And so many big companies I find are conditioned to advertise.
To broadcast to put something on TV of the newspaper and wait for something happened.
But the real power is to listen to connect with people on FaceBook Twitter these other platforms and see how we can help them how we can connect to -- to them how we can meet there underserved needs and I think small businesses.
Have a better ability do that to do that generally the big business.
So let's say your small let's say -- you have a small.
Company that you run out of your house that you make bird feeders and have you.
Can -- your bird feeders anywhere in the world and what would a strategy that you would advise a small business person like that in order to Begin.
To build buzz around his bird feeder business and I didn't mean for all of the liberation of it.
You know what I'm talking.
They have buzz for the -- -- an hour bus -- the man behind -- you guys -- about.
Is this is I teach at record university and I teach a lot of small business people as well as business they get executives.
The thing that I emphasize all the time.
Is it's got to start with your strategy what he's trying to do they try to increase awareness to try to you know create -- sales.
Start with your strategy.
Don't get all caught up in the hype hype.
Oh my gosh we don't have a FaceBook page because this can be difficult and takes a lot of time.
I think the number one thing to do is surround yourself with people who care about you find that people with some predisposition to be interest in.
They love birds there you know their passion about burst through lots of places to find those people go there be there connect to them don't get caught up.
In FaceBook likes Twitter followers and -- accounts find the people who really passionate about what you do and then.
Give them something that will make them wanna connect with you don't want to talk to some something valuable maybe.
-- new ideas about how to place your bird feeder and a special place or create a formal people can share their ideas in their love of of -- so you have to create value.
It's no different really.
Offline and online were building relationships were building trust.
And somehow people seem to forget that.
When it comes to social media -- like technology we have this digital divide between us and our customers but we really don't.
It's -- taxes and an amazing time to be human and to connect with people -- -- really authentic way.
Did the book just to mention it again it's called return on influence.
Mark W -- has written this book you know the other thing that we haven't discussed is that.
This -- pretty.
You know for for someone who's a small business owner who might not have a any advertising budget available to him or her.
You know you're not talk about having to go to you -- -- buying a 32.
Spot on a television or on the radio or you have that first you've got to produce the spot -- cost money then you've got to by the time.
To -- the spot.
All you need is is access to the Internet.
To employ some of these techniques that you talk has.
Very true -- you know want to emphasize that although it's it's free.
And using their quotes there.
You know it does take time.
And for small business owner that maybe more important than money but to give me an example -- got this friend that.
Runs this he's does marketing for a company that services printers.
Up in New England as though he created this contest called destroy your printer because most people hate their printers anyway -- right.
So anybody can make a video now you can do it on your Smartphone.
So they sent in all these videos.
All these in the -- have to spend a -- people just banging -- well the winner of the first winner was blown up by dynamite.
The second winner I don't even know how to explain it there was it was a picture of a car launches offering up over a printer.
And that was the winner this year but the thing was it that -- -- it didn't cost him any money he he asserted some creativity.
He didn't even create the content in this case the videos were all collected and it created a lot of buzz about his business and eventually led to new sales.
I wanna go back to point you made at the beginning mark and having to do with the sort of this attempt to measure.
Howell powerful or how impact full you know some of this is you know we have we have them.
And media company did Nielsen Co.
Our viewers -- viewers who watch television programs and they measure radio.
Show's audience as well all of that you know is taken into account.
But I've never fully gotten the sense that it's very accurate and a lot of this is you know -- don't measure us very small sample.
And and then extrapolate the numbers and so all of a sudden you're looking -- really what amounts to the best guess.
You know put people's careers.
Either rise or fall based on how many ratings in the Nielsen Co.
says you you have.
I'm wondering if because of the way technology works if he's measuring devices on line when it comes to the Internet.
Might actually be much more accurate just because of the way that you contract someone's use on on.
Computer well that's that's really great question and there's a lot of controversy around that because right now.
These measurement tools -- kind of in the silent movie stage they haven't been around.
Very long and they're kind of crude.
And one of the reasons it's so controversial is because I think people have this personal loathing.
Around this idea of being raided what do you mean you're giving me a score on my influence and yet.
You know really all these companies are doing it Facebook's doing it Google's doing that they're collecting all this data.
I mean the key is the future of marketing is really going to be about Mac.
About statistics and algorithms and I think it's it's this is a development that probably would make George Orwell quote.
-- even you know be the amount of information these companies know about this is stunning.
And increasingly accurate so it has a long way to go but.
I think this is really the future of where -- going to go make it personal make it local -- the information you need about companies and brands in the moment when you need it.
Tell people real quickly why they should go -- get return on influence what's what's that the key take away from the book that's gonna help folks out there who.
-- the time to go well you don't first brought here at this.
Tying Mitchell this is the first business -- that features both Marilyn Monroe and Peewee Herman so it's it's fun to read I mean is not a drive business book.
There's a lot of fun stories in here.
And I think it's it's such an amazing trend it's something so important.
That every business any person trying to establish a personal -- on the unit they need to understand this they need to know.
Where this is going and this is the first book of its kind this covered this so that's why I think people should take a look at it.
Mark W shape -- is the author of the book return on influence.
You find him on Twitter at mark W.
Schieffer SC -- yet you are what do you what's your of course that record but he teach I teach a class in digital marketing and social media marketing.
-- -- in one myself start right go directors but could grow the south Jersey thanks mark very very interesting that's not pleasure thanks for having me absolutely good luck with the book.
-- let's change gears right now we're gonna talk about.
Some and it's taking place at the school district in the state of Connecticut.
This is -- school district that is.