Comments on: Social media? It’s not actually about selling anything…

By: Is bribery necessary for social media success? | Online Marketing Banter

Is bribery necessary for social media success? | Online Marketing Banter — Thu, 20 Aug 2009 04:12:08 +0000

[...] is exactly the opposite of a campaign approach, built upon bribery to gain attention/interest. Stephen Collins & Jonathon Crossfield have both written excellent posts from a purist perspective. And I must [...]

By: Money lenders, temple, door | acidlabs

Money lenders, temple, door | acidlabs — Sat, 18 Jul 2009 04:44:26 +0000

[...] stop thinking about using social networks to sell stuff! Rather, let’s use them to create, build and nurture powerful, connected, creative and [...]

By: Daniel Oyston

Daniel Oyston — Mon, 22 Jun 2009 12:00:34 +0000

I completely agree with the comments that social media needs to take the long term view. But why can’t it take a short view at the same time? Why does it have to be an “or” proposition instead of an “and” proposition?
They are ot mutually exclusive focuses, I feel it needs to be a 50:50 balance.
@ Dean Cording .. be still my beating heart for the man talks of marketing theory. You are right on a few points. Trib, you are too. But don’t lose sight of the fact HD would absolutely use the community to test products, float ideas and conduct research – that’s the short term view – and it is absolutely focused on sales. The long term view is they want to be part of the community and help build it.
They feed each other.
If social media doesn’t provide a benefit for a company then they will not use it. Simply contributing to a community won’t cut it. It’s about selling for the company. It’s not about selling for everyone else. Trib, surely you would agree that you blog, tweet etc because it helps build your profile and helps you get gigs? (a short term view – sure it isn’t your only one).
Think past the transaction step in a sale and think post-purchase evaluation. This is what inspired m post on my own blog on this subject tonight.
Loved the post by the way Stephen

By: inspiredworlds

inspiredworlds — Sat, 13 Jun 2009 08:32:55 +0000

it is a sad state if the biggest benefit of social media is marketing. the fact that we call it “social media marketing” already puts down that slope. for most people, the biggest direct and tangible benefit is sales. that’s what marketers, companies and budgets are driven on.

but there has to be a greater benefit for social media which u have highlighted. communities of people with common interests, collaboration, brand building, connecting with customers.

we have to get away from a campaign driven mentality and look for a longer term approach. i agree with James, its starts with baby steps and for us to educate clients and the general community of the wider benefits of social media.

By: #2 in the B&T Marketing Blog rankings | acidlabs

#2 in the B&T Marketing Blog rankings | acidlabs — Fri, 12 Jun 2009 03:09:33 +0000

[...] Partners « previous post [...]

By: Tiphereth

Tiphereth — Fri, 12 Jun 2009 01:42:39 +0000

All great points to inspire debate and passionate responses. Looking forward to Social Media Club Sydney and the live panel discussion.

By: Stephen Collins

Stephen Collins — Fri, 12 Jun 2009 01:00:36 +0000

Ben, what I’m saying is payment and attribution of benefits to organisations isn’t necessarily linked to sales. The empirical evidence and research all bear that out.

It’s certainly the case in my direct experience with clients as well as in the research I undertake.

As for my comment, it speaks to the industry as a whole. I do note, however, that there are organisations and individuals doing great work.

And, yes, I do understand social media. I have an established reputation here and overseas as someone who really does get it.

By: Ben Shepherd

Ben Shepherd — Fri, 12 Jun 2009 00:49:27 +0000

I’m not saying it can’t be of benefit – I’m asking who pays for it and how you attribute it.

Case studies are great but I’m not sure they provide the foundation you feel they do.

“My position on all this stuff is well-established.”

I don’t feel like you’ve really answered any of my points. And I stand by the comment that your sweeping statement about marketers not getting social media (I assume you do though, yes) is probably too broad and a little smug.

By: Stephen Collins

Stephen Collins — Fri, 12 Jun 2009 00:37:40 +0000

Mark, thanks for the comment and glad you agree. Yes, they are tough challenges. And with the right approach, they can be beaten.

There’s too much focus on quick results…

By: Mark Parker

Mark Parker — Fri, 12 Jun 2009 00:18:34 +0000

Stephen,
I agree with you about the need to take the long view on social media.

There’s too many “consultants” rushing into this space with promises of instant success, yet when you dig deeper into what they are saying or offering, they offer nothing in terms of strategy or proper enterprise integration/involvement. And fewer still understand the need to examine the company’s culture. How far away from openness, collaboration, or community is the culture of the organisation?

These are the tough challenges for a company to tackle.

Mark