I’m going to assume – from the “us” – that you’re the retailer. I think the answer varies depending on who’s asking the question. For example, if you’re someone who wants to define the strategy as a way of selling your services to the retailer, y…

In short, it’s no longer enough to merely be aware of what industry peers, competitors or other stakeholders are saying or thinking. It’s a business imperative to anticipate, if not drive, the direction of this dialogue on key market trends so as to truly underscore one’s individual and, by extension, organizational thought leadership.

Our firm is currently working with the heads of both the corporate social responsibility and security practices of BT Americas to do just that, tapping a diverse range of media beyond traditional blogging, ie. twitter, YouTube, etc. In each case, we have already documented initial ROI in the form of increased mindshare, and anticipate doing that one better as we elevate our programs to be more customer- and prospect-facing in support of BT’s core business goals.

Augie Ray, Thanks. Will take a look!

Thanks Ryan, Richard is a very smart guy.

David, thanks, I really appreciate that feedback. Also, thanks for the Celine Dion reference, it’s now stuck in my head!

Simon, you’re exactly right with the various definitions of trackable. The results of participation can be traced to sales, service, threads and action.

Sweeney 3.0, I hear what you’re saying – they’re very valid points. I think what’s evolving is how we define conversations, not marketing. As you point out, conversations are migrating towards micro-engagement and therefore the tools to communicate with each other are becoming easier to use, more pervasive, and also promote brevity.

The art of conversation and the act of listening is akin to sociologists who observe cultures before trying to immerse themselves. The approach, results and definition is different based on who we’re trying to reach…demographics & psychographics.

At the same time, how exactly do you plan to “measure”? Social media is just one piece of a very big and complex marketing/communications puzzle. Consider P&G, who is at the leading edge of social media – listening to its publics and talking with them and responding to their needs. They also invest heavily in advertising and direct mail and publicity and every other form of marketing. It is all integrated and it all works together. And by the way, what is it that you are measuring? Traffic? Conversion? Sales? Loyalty? At the end of the day, isn’t it all about Customer Conversion and Containment (sales and repeat sales)? If not, then what?

Both you and he have hit on the one key component though – it’s really not about message, spin, or cool, but about connectivity, conversations, and measurement.

Sean would prefer to put the word customer in his title. Customer experience is the game. And it’s customer conversation, too.

AMEN. It isn’t about widgets or viral marketing. Listen first. Learn what people care about, do the obvious.

No matter what you do in web 2.0 – you better listen first.

http://tinyurl.com/6aofya

TO’B

Listen and engage.

How do you define marketing? Once upon a time, hunters and gatherers grunted and traded goods without the use of Twitter. They were friends and family and neighbors and strangers. In time they learned to talk and conversation was born. In recent times, technology both aided and hindered that conversation. The world keeps growing while getting smaller, and technology keeps evolving to help us get back to where we started. But how is it going? Ask yourself, the next time you are on an elevator (standing elbow to elbow with your fellow man) and one person is plugged into an iPod and another is talking on his Bluetooth and a third is Twittering her followers, just how engaged are we in the conversations?

I am not making any judgments, just wondering out loud. If the current art of conversation (social media-style) is not marketing, then what is it?

The only problem is that what the internet calls trackable is different to what ‘traditional’ marketing calls trackable.

Digital/online advertising/PR provides reach and frequency instantly, but the ‘non-trackable’ benefits include branding, awareness and perception changes, just like all normal media. However, because online can’t track these outcomes it often sells itself short.

If you really want to know the benefits of any ad/pr campaign you should conduct consumer research to monitor the actual results… or monitor sales activity…

In my min, social media can be seen as PR management, research, branding, SEO or brand perception/changing…

Yet another classic Solis post packed with wholesome goodness for any PR or marketing person trying to understand what social media is really all about.

btw, I love your take on the tree falls in the forest quote.

The Titanic of traditional one way marketing bombardment unfortunately has a lot of steam behind it. Customer relationships, based on listening and individualized engagement, are expected by customers today (not customers of some future date as some would think). Sadly, the iceberg of consumer revolt lurks in the foggy darkness ahead for those who will choose to ignore this. (please, don’t cue the Celine Dion track

Great post Brian, as always.

David

I couldn’t agree more that Social Media is not (only) about marketing!

http://www.experiencetheblog.com/2008/04/social-media-are-you-marketing-or.html

Since I work in PR, I am constantly trying to learn and incorporate social tools into the practice with the team of people that I work with, but I like to think that I am also personally participating and investing in people and their feedback. Although, since I’m still quite new to both, I have an extremely difficult time thinking of myself as a pioneer.

The one question you posed touched a nerve for me, not only professionally, but as an individual.

You asked, “Are relationships scalable and able to demonstrate a return on investment? That’s the million dollar question.”

Since any number of activities that I engage in throughout the day that consist of posting to my blog, or Twitter, or leaving comments on other peoples’ blogs isn’t exactly billable, I need to believe that there is some kind of positive ROI out there for me, too, not just for the businesses that I suggest engage in social media.

I need to believe that none of this is time wasted.

Thanks for your insight and food for thought!