Driving Social Media

June 9, 2010

I have recently received questions and comments, as my preceding post shows. The present contribution is also meant to meet the needs and wishes you have expressed.

First, I will re-use a post I wrote for my preceding blog. It answers a capital question: Where is the focus in “social media?” At this stage in the course, some have gathered the feeling that everything 2.0 / connected / participatory / networked is about media and technology.

Revolution 2.0 - Courrier International

Indeed, interactive rich web technology is the engine of this (r)evolution. But it needs fuel to start and a driver to take it somewhere. All right? Now the driver, just guess? Yes, you are right: YOU are right!  YOU are in the driving seat, no longer the big hats – that is you share the seat with them: companies, broadcasters, publishers, operators, … . The fuel? Content, value, data. This economy, this communication model, this advertising paradigm is based on data. The very data YOU provide when driving, when using the numerous social media platforms, when tagging, when bookmarking on Delicio.us, when commenting your purchases on eBay or Amazon or Proxis.be, when uploading your pictures or films on Youtube or Flickr,  you name it.

Now, if this is an aspect of participatory advertising that interests you – the “forget the technology, focus on the driver and the fuel”  I recomment reading a chapter of Secrets of Online Persuasion by Deborah and John-Paul Micek. They really show that the emphasis in “social media” is on the word “social”, on the people. This is the people’s media. This chapter is available for free when you download the first edition of their Twitter Handbook. Pages 9 to 17 of this handbook reproduce that chapter from their Secrets of Online Persuasion. I insist this is just an add-on for the interested reader among you!

Second, I have gathered the remaining keywords I wanted to submit to you through Twitter on a daily basis. This way may be less disrupting or… interruptive! Here we go:

(i) interruptive advertising, community, engagement, experience, online, relationships, sharing, measurement, interaction, CPM/CPC, SEO, Free, listening, one-way communication, multiway communication, caring, content creation, empowerment, context

(ii) power shift, platform, Google, search, display advertising, RSS, blogging, microblogging, email marketing, 4 Ps, Rich User Interface, AJAX, Flash, widgets, LinkedIn, outreach, tagging, paid search results, social bookmarking, 30-second TV spot, tracking, on-page/off-page optimization

(iii) Superbowl, Youtube, flogs, organic results, Netlog, Toyota, lead generation, Digg, Technorati, Google Analytics, wikis, podcasts, Facebook, IAB, Craigslist, Adserver, Metriweb/Metriprofil, crowdsourcing, Reddit, banner ads, embedded media, cloudware, Brahma

This completes the list. I won’t use any other for your exam, while you will use them as starting points only, chosing the direction in which they can take you to show a clear understanding of the paradigm shift in advertising today.

Comments? Questions? Suggestions? Post them here.

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