Welcome to the third episode of (R)evolution, a new series that connects you to the people, trends, and ideas defining the future of business, marketing, and media. My guest this time around is Rick Bakas (@rickbakas) of Bakas Media, previously director of social media at St. Supery Winery in Napa Valley.
Note: This is a live setting and there are a few spots where offscreen noise is a factor. Stay focused, Rick represents what’s going on in the front lines of social media marketing and his experiences are shared here for you.
Twitter is a human seismograph and it represents a transformative channel where everyday people possess the ability to affect actions. The cloud of collective consciousness that houses our thoughts, experiences, and conversations is also a data trove for experts to measure and mine serendipitous and organized behavior and events.
If a conversation takes place online and you’re not there to hear it, did it really happen?
Conversations do not fall into a black hole never to be heard again. And, there is no event horizon preventing their escape.
The social effect is more powerful than we realize. The truth is that if one voice or a chorus of voices finds the right audience, not only will businesses realize that conversations are taking place, they will find a miraculous cure for deafness. And rather than merely reacting, they’ll take the position of leading situations and opportunities.
Living in Silicon Valley, tech startups and industry giants serve as common fixtures, much in the same way movie studios and production companies adorn Hollywood. Twitter, Facebook, and YouTube are on the minds and in the conversations of leaders and entrepreneurs. And, they’re also factored into the business strategies of today and tomorrow.
On Monday, I received a short and simple message from the Twitter team, “You are invited to attend a special event at Twitter HQ tomorrow afternoon, RSVP Yes or No.”
I had just finalized my travel from San Francisco to New York and thought for a moment, that it might be worth reconsidering. The message could only mean one thing, Twitter was going to announce something new and given that they don’t usually host live conferences for just any new feature, it would carry a level of importance that would see the likes of tech’s top press and industry leaders in attendance.
Brands are flocking to social networks, some with strategies and others simply experimenting with community building. What’s clear is that the 3F’s (friends, fans, and followers) are not created equal. Those brands who examine the composition of their existing community will find that many are simply seeking access to exclusive specials and content.
While showing up to the party represents a noteworthy effort, a bona fide social media strategy this checklist does not make. Creating presences, listening to conversations tied to keywords and superfluously responding to updates and questions creates a facade of engagement that is at best trivial. And, quite frankly, without a true investment of intention, attention and conviction (I.I.A.C.), we minimize the opportunity before us as well as the thoughts, emotions, and overall potential of our communities rich with would be advocates and influencers.
We are now down to the second-to-last video where Chris Beck, founder of 26dottwo (@26dottwo) and I examine the state and future of social media.
In this segment, we outline the importance of connecting offline and online experiences. Brands must now introduce a connected series of touchpoints between traditional and new media programs to define paths and bring desired outcomes to life. However, to connect the brand strategy to the individual requires a personal approach that starts with the “First Mile” and connects in the “Last Mile.”
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.