Do you want to succeed at social media or social media marketing? There is a difference—a huge difference. It’s the difference between using social media tools and adopting social media philosophy; the difference between sparking posts about your marketing and posts about your product or service; and the difference between marketers who focus externally on how the brand is broadcast versus internally on how the brand is realized.
So do you want to succeed at social media or social media marketing? The answer is the former, but many marketers focus on the latter. I’d like to make this difference more real by sharing two examples—the first in the entertainment industry and the second my own experiences in a mall this weekend.
Snakes on a Plane (SoaP) is the entertainment industry’s greatest pre-release social media success story to date. The Guardian called it, “Perhaps the most internet-hyped film of all time.” Fans produced their own T-shirts, posters, trailers, novelty songs, and parodies. Producers organized a contest to select a fan's music for use in the movie. The filmmakers added shooting days in order to implement changes suggested by fans on the Internet (including Samuel Jackson’s famous and unprintable-on-this-blog line about “m&f%*#f+!@ing snakes”).
The inspiration for my first report, “Let Your Product Do The Talking,” was that marketers rely too much on communications to build their brand. Using consumer trends from Forrester’s Technographics Survey, I identified that while consumers are tuning out marketing messages, they are actually seeking out more product experiences.
In the future, I believe that companies will successfully build their brands by: