Tag: Seth Godin

From Little Things…

Social Media0 Comments

When you look at the numbers behind social media, it’s hard not to be swept up in the excitement.

700 million users on Facebook!
200 million on Twitter!
25 million on Google Plus in the first month!

The numbers are staggering and on the surface appear to be a compelling reason to get on board. After all, with stats like that who wouldn’t want a piece of the action? But while I believe without a doubt that every business needs to be engaging in the social web if not now then definitely within the next 2 years, they must learn to change their approach.

Think niche

As marketers, the numbers that have been drummed into us as important by mainstream media are all about impressions and reach, which is what makes the size of Facebook and Twitter so appealing. But don’t be seduced by them.

You will never, ever reach 700 million people even if you are a major brand like Coca-Cola. Social media platforms are not so much a single network as they are a collection of linked micro-networks (or nicheworks) with a shared architecture, each one brought together around different areas of interest. It doesn’t matter if a community lives on Facebook or a specialist platform for Nigerian beekeepers living in Holland, the size of the network isn’t what holds it together, it’s the strength of the connections within that community.

Hold me, thrill me

To (poorly) paraphrase Seth Godin in “We Are All Weird“, we are at the end of the age of mass, where brands can no longer hope to be all things to all people. For communicators, this means speaking to people (after all that’s what we want: conversations) as individuals, not a target market. The question becomes not how many eyeballs can we reach, but how valued a member of the community can we become (or in the case of a Facebook, how valuable the interactions we facilitate on our page). Granted, some brand can be very successful not engaging in unique conversations because they have scale (see: Coca-Cola and their 36 million Facebook followers) but for the majority who don’t have access to that kind of audience simply broadcasting will have little impact.

The secret sauce (or at least one of) to social media engagement is not to be all things to all people (that’s mass), but becoming something great to a few: your most passionate, loyal and engaged customers, and empower them to advocate on your behalf. Not to say that you should ignore the rest, but with the fragmentation and abundance of competing messages, it’s an uphill battle to win the attention of someone who may not be so hot on you. Better then to put your energy towards doing something that genuinely thrills and excites the few who do care about your brand.

"Hugh MacLeod Advertising Advice"

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Seth Godin is an app!

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Seth Godin’s blog is an essential part of my daily routine. It provides me with the inspiration and fuel to help me creatively tackle the business and marketing problems I encounter every day in my work.

Because Seth is such a prolific writer and I want to be able to access his content as it becomes available. So I subscribe to his email alerts and the RSS feed.

I also paraphrase Seth a lot. However, since my memory isn’t what it used to be I sometimes get bits wrong.

Fortunately, he’s got a free new iphone app for his blog that means I can accurately quote him instead of relying on my porous memory.

Seth Godin App

(Oh, and Happy New Year y’all!)

Seth’s original post
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Holiday Reading List 2009

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Amidst the chaos leading up to the holiday break, I thought I’d sneak in this quick post.

Aside from spending time with family and friends (not to mention spoiling my son rotten), one thing I’m really looking forward to these holidays is settling in for some R&R to rejuvenate, consolidate and build on my thinking for 2010 by catching up on some reading.

Call me old-fashioned, but while blogs and podcasts are an integral part of my daily life, there’s still no better way to really wrap your head around a topic than reading a book. To that end, here are a few I’m looking forward to sinking my teeth in these holidays:

  1. Crush It!: Why NOW Is the Time to Cash In on Your Passion by Gary Vaynerchuk
    No one is more passionate about what they do than Gary Vee. He’s the guy who turned his passion for wine into a multi-million dollar enterprise by harnessing the power of social media and engaging his community.
  2. Socialnomics: How social media transforms the way we live and do business by Erik Qualman
    Picked this up a few months back. Erik Qualman is the guy behind the Social Media Revolution video set to the tune of Fat Boy Slim’s Right Here Right Now. That video has gone on to be a staple of my presentations so I have high hopes for his books.
  3. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik
    Google’s Analytics Evangelist’s latest book on why in this new age of marketing, it’s not enough to have a gut feeling about your customers. The web has given us access to so much data and knowledge about our customers. We need to figure out how to use it.
  4. Outliers: The Story of Success by Malcolm Gladwell
    One that slipped through the cracks. I’m a huge fan of Malcolm Gladwell and I’ve been hanging out to read this for awhile. Mitch Joel calls him a rock star, and you won’t get any arguments from me.
  5. The Cluetrain Manifesto: 10th Anniversary Edition
    Another one that slipped through (albeit 10 years ago). I’ve heard so much about it but never actually got around to reading it.
  6. Escape from Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur by Pamela Slim
    Recommended by Seth Godin. Enough said.

And if you’re still looking for more to read on the digital marketing side of things, make sure you check out Six Pixels of Separation by Mitch Joel and Trust Agents by Chris Brogan and Julien Smith. I’ve just finished these and they are great primer for any marketer thinking about getting started or even those well immersed in the digital space.

Happy holidays!

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