Before the new normal ‘stability’ is what everybody wanted and that suited marketers just fine. When you have stability you know what people are going to do. Markets are predictable and pliable. You don’t need to have a conversation to sell a widget. Just tell your market that it is great and will make them fell safe and part of a group, they will buy it.

This has changed, forever. Your market now hates stability. They want new. They want fast. They don’t care how long your company has been around. If you don’t listen to them they will drop you and move on. Markets want to be targeted. They are busy splitting themselves into millions of special interest groups. If you can’t market to those groups you will lose them

Companies and, more importantly, the marketers who work for them need to accept this change. Stop thinking “things will return to normal soon” and start preparing for a new normal that is more profitable. Move now. Your competition will be. Use the new tools that are available to gather information, learn and get ready. Social networks can be used to gather huge amounts of very rich information about what your market is doing right now – not a week ago, right now. With that information you can start to see patterns and prepare for the future better.

Those who see the fundamental change that has happened in our world and learn to embrace it will win.

This is the way it is. It’s the new normal.

UPDATE: just published on MarketingMag.com.au

MySpace is in trouble. Membership is dropping and people are leaving in droves. Some people assert that the mass exodus started when News Corp bought the social network and others say it is simply a sign of how fast fashion changes online.
The real truth is that the owners of MySpace failed to clearly understand what they had acquired. They are used to managing newspapers and TV networks and the social media space has started to look more like a threat.
So here is a simple concept, explained in more familiar terms, that could help save MySpace and help start the next big jump in social networks.
The problem with MySpace, and many other social networks for that matter, is that they are built on two assumptions: 1) that fame alone will be motivation enough for users to create content; and 2) that this is sufficient to create a successful business. The millions of MySpace pages, YouTube videos and Flickr photos have proven that while this is true, it is not enough to keep quality content streaming in that will underpin a successful business model. Think of it this way: if MySpace was a TV network, it would be a free-to-air network with bad advertising and programs created by people who will never get paid for them. Doesn’t sound like anything most of us would want to invest in.
If you want a good TV station, you need to have quality programming with a good adverting strategy and the revenues must be shared among owners, programmers and content providers. Currently, MySpace is being treated more like a community notice board than a content network. For this to change, the people generating the content need to be able to share in the advertising revenue. The more popular their MySpace page, the more they earn. A simple pay-per-click model could work.
This idea will meet resistance. Why would they give away a percentage of the advertising revenue when it is already on the decline? But if they had invested in a TV channel that was failing, they would be implementing a turnaround plan to lift the quality of content and attract more, high-value advertising.
Currently the people doing the best out of MySpace are musicians. It helps them connect with their fan base, they can sell songs and mechanise directly – thereby cutting out the record label – and it is a wonderful promotion tool. But to be successful they need to keep generating quality content on a regular basis. The way they monetise this content is through the sale of merchandise and tickets. They use it as a springboard to larger mainstream fame.
Obviously, not all people are in bands. But there is a huge pool of global talent, in every field imaginable, that is yet to be successfully tapped into. This is why I’m suggesting sharing adverting revenue with these content creators. Anybody passionate and motivated enough can develop a niche market. And they should be able to get paid for it. The big idea here is that, with a simple change in policy and little additional investment, MySpace would no longer be the place where people simply try and get famous enough to make it to TV or newspapers. It could become the destination. Just give the MySpace users a model to work with.
For all of MySpace’s faults, it is well positioned to do this. There are things it needs to improve, like restricting its customisability to improve and standardise the user experience. But it is a very simple platform. It already has access to a large online population and it can leverage the video and image networks to reduce its server requirements. Why pay for the cost of hosting video when someone is willing to do that for you? Let other social networks connect in. Stop treating your content providers as free labour and realise everyone wants to get paid for their work. Allow interest groups to connect in a better way. Market to these groups. Let them come up with ways to market to each other that you may never think of. Get smarter.
It’s time for social networks to grow up. There is a lot of money to be made if everybody learns to share. Big business needs to get behind them and stop running scared.
If you want to monetise social networks successfully, then give the people creating the content the ability and the framework to do the same.

This article gives you insights into the current trends and explains how you can make the most of them.

Image is important:

Not so long ago marketing a medical practice was simply a matter of putting a sign up and choosing a nice font. Now your customers expect more. Today a website is an essential tool for strengthening current relationships and assisting potential patients learn about what you stand for and even connect with your practice. However, simply having “a website” is not enough. A poorly executed online presence can backfire, result in disappointed users and may even damage reputations. News spreads fast in the online world! On the other hand, a considered online marketing strategy and a well-designed website is your chance to appear inviting and professional.

Before you run off and build a new website make sure you have thought about the ‚Äòimage‚Äô you are have chosen to convey. Of course ‘trust’ is a given but there are other important decisions you will need to make about your chosen persona. For instance, do you want to be seen as friendly, professional, modern or traditional? Good web agencies will help you understand your options in regards to colours, layout and language and how these link to your personality.

What is important is finding the thing that makes you different. Ask some of your patients. They may have some valuable insights that you have failed to spot.

Help people find your site:

As anyone who has searched for a ‚Äòdoctor‚Äô on Google knows the web is a very big place. In fact Google has now indexed well over 1 trillion web pages. So having a website gives you no guarantee that anyone will see it. You need to think beyond “website” if you are to get results and ensure you do not waste your budget on a solution that will become obsolete or too expensive to maintain or expand.

Fortunately, a good online marketing strategy does not need to cost the earth – in sharp contrast to traditional channels such as newspaper, radio or TV. It takes some careful planning and a little bit of time but it will be very beneficial. Much of it comes down to choosing the right partner to supply you with sound advice and solutions.

Optimising for search engines:

Part of any build phase of a new website should be Search Engine Optimisation [SEO] which is the combination of a number of strategies employed to make your website easy to find. To some extent the ease with which potential customers can find you through search engines comes down to the way the site is built. So make sure your web agency has a good understanding of this. The words you opt to use on your site will also affect search efficiency.

Search engines rank sites on original content so avoid copying text from other sites. Make your text clear and easy to skim read and ask your web development company to give you a list of commonly used key words to include: The more you use the better your results from web search activity.

Creating well optimised website text is not rocket science. Just be sure you get professional guidance before you start.

Online advertising:

There are many types of online advertising available but the most common, and by far the most cost effective, is search engine advertising. You probably have seen this form of advertising when performing a Google search. They are called “sponsored links” which have been designed with smaller businesses in mind, and can be very effective. But don’t assume this is the right choice for you.

There are many ways to run a search engine marketing campaign and getting it right can save you a lot of money. Look to partner with a company that has experience in this field and work with them to set targets and budgets.

Directories:

Online directories are a simple way of raising your profile. There are many online directories available in Australia including Sensis, Yellow Pages, AMA and other official medical directories.

Some directories are free but many charge for a listing. Before you take the plunge and pay for a listing make sure you know the profile of the directory’s viewers. If the operator of a directory can’t provide that type of information it may be a sign that it‚Äôs unlikely to work for you.
Utilising social networks:
Social Networking seems to be the buzz word of 2009. In fact, online social networking has existed for a very long time. What’s new are services such as Twitter and Facebook having recently taken off. Networking sites may come and go but what won’t go away is the desire of your customers to connect and share thoughts and information. Developing a Social Networking strategy will be worth the effort.

Depending on how you want to approach the market you may want to make this a big part of your overall plan or just a small addition. Either way it is worth remembering you can’t do everything. Blogs, Facebook, Twitter, article writing and participating in forums are all forms of social networking and it is easy to get caught up trying to influence all of them. A far better approach is to identify where the people you want to communicate are found and target a few areas that will help add to your reputation.

Understand the rules:

Doctors hold a special place in society so advertising can get tricky. The Medical Practices Act and State Medical boards will have information on rules and regulations around marketing your practice. Spending some time reading and understanding these documents will help you avoid any pitfalls.

Measuring success:

After doing your research, optimising your site and fine-tuning your online marketing strategy, you’ll want to know how successful it is. The obvious way is to look at your bottom line. But building a brand name takes time so getting some higher level data is necessary to check if you‚Äôre on the right track.

Make sure your website has an analytics device attached so you can see who visits your site and how long they spend there. This knowledge is essential in achieving success with your online efforts. Luckily Google offers site analytics for free. The information gathered will give you a greater understanding and assist in the allocation of your marketing budget to further strengthen your online marketing efforts.

Act now:

A wide range of new technologies are changing the way everyone is using the web. The global financial crisis has just added momentum to that trend as individuals and firms switch to more cost-effective and valuable ways of communicating and marketing. There is no better time to take advantage of this shift and build yourself a great online presence and strengthen your reputation.

You can read it here.

Customers are very publicly talking back and it is making the management teams of some brands very nervous.

Not so long ago the relationship that brands had with their customers was a one way street. The brand was the boss. They told their customers what they liked and how to like it. The only say the customer had was the decision to buy. This is no longer the case, customers are very publicly talking back and it is making the management teams of some brands very nervous. Web based social networking platforms give customers power never seen before. Now one voice can be heard by thousands of people. Brands need to learn to deal with this evolution, so here is a primer.

First, some background on how the internet has altered consumer behaviour. The internet, and particularly the rise of social media, has allowed people with similar interests to connect. This is abundantly obvious when one trawls through Twitter where the common social network model of simply connecting with people you know tends to give way to people connecting in groups according to interest. Indeed, people interested in any topic imaginable from all areas of the world are connecting. It’s like subject based forums on steroids. People are forming tribes.

People desperately want to be connected but, even more importantly, they want to be led.

Humans have always formed tribes. Religion, family, sports and fashion are all examples of tribal behaviour. The difference now is that any interest group can form a tribe almost instantly. Social media has allowed any fringe idea to become the basis of a tribe and a movement. People desperately want to be connected but, even more importantly, they want to be led. We are in a time of massive change. This change is driven by everybody’s desire to do things in a new way and to be heard.

Barack Obama’s recent landslide victory is a good example of this. He promised change, he communicated differently and led with integrity. He connected to his audience through social media. He started a movement, formed a tribe and then he and his followers charged to victory. What the world discovered is that you can now make an ad campaign as slick as you want but if the product is poor then it simply doesn’t matter.

So “advertising is dead” in the sense the old methods don’t work the same way they used to. Obama’s opponents didn’t fully understand the impact that social networking has had on society. They continued to use the old and trusted methods of marketing. These apparently transparent methods are diminishing in influence as social networking begins to infiltrate every media touch-point. In two recent articles I wrote for the Anthill blog I talked about how this is already happening to television and how the newspaper industry needs to change to avoid becoming irrelevant (see the end of this article for links).

Brands that don’t adapt to this reality will be left behind.

Social media is much more than a passing phase. Human civilisation is built around social interaction. It’s what the people want and this new media is only going to get bigger. It will eventually become part of everything. Individual social media companies might fade away (MySpace seems to be in that category) as better designed products come onto the market, but the world has spoken and it wants to be connected. Brands that don’t adapt to this reality will be left behind. They will become the guy at the party that nobody wants to sit next to because he just keeps talking about himself.

Tribal behaviour

Blogs have become socially and commercially influential. From what started out as individuals chatting on about their lives, blogs have become business tools and money making ventures. They influence groups, buying patterns and fashion. They are modern tribal leaders.

Now anyone with a camera or a desire to write is ‘the press’.

Not so long ago commentators speculated that blogging was simply a passing fad. What these commentators didn’t realise was that it was yet to achieve maturation and once it had it would signal big trouble for the large media organisations. Now anyone with a camera or a desire to write is ‘the press’. This pattern is being repeated for micro-blogging, a category of which Twitter is the current market leader. Some commentators question the relevance of utilising Twitter to listen to people “drone on about their lives”. But Twitter, and other micro blogs, are in the early stages of their development. They too will mature, most probably much quicker than the original blogs, and enable much bigger tribes to develop around even more specific subject matter.

The tribal leaders of these new social media can be reached and persuaded to support you, no matter what platform they decide to use. Unlike the old ‘one way’ approach however, they need to be interacted with on their own terms. Provided they have a group of true fans, they can influence hundreds of thousands of people – in a matter of hours. This is what gives them such power.

And this is what marketers in the current environment have to understand. The ‘mass-market’ model is on the decline. What is needed now is a pattern of marketing to the ‘early adopters’ – the guys at the front of the bell curve, the ones that have a true interest in what you have to offer – and form a base of evangelists that will market for you. You no longer have to aim to connect with everyone. This really leaves the field wide open for the smaller brands to break through – the ones willing to challenge.

The age of the challenger

In marketing speak a ‘challenger brand’ is code for ‘the small brand’. A challenger brand is one that is meant to be fast, flexible and innovative in its communications. But in my view the word ‘challenger’ should instead be short hand for ‘emerging leader’.

Emerging leaders challenge the status quo, they challenge themselves and they connect with others who have similar ideas – those people who need a leader to show and inspire them what to do. The market leader wants the status quo to remain just that. They want to speak and be heard in a mass market. No discussion thanks.¬† The challenger realises that, in order to create a movement there needs to be systems in place for everybody in that tribe to be heard, and they commit to leading that tribe with everything they’ve got.

Traditional advertising is not about interaction with the individual. It is predominately a one way conversation to a mass audience. But nobody likes to be forced into making decisions. This is why the traditional advertising model is beginning to fail. It relies on mass media, and this media is itself being transformed by social networks.

What can social networking do for your brand

All of this may sound a bit scary for brand managers. It’s true that it does take time and effort to build a community and to be truly effective you have to obey some rules. Even so, it is not a hard thing to do. It takes far more time and resources to build that fan base with traditional advertising. Be honest, be helpful and contribute to the community and you’ll get supporters fast.

Social networking is far more than having a Facebook profile. It is any platform that gives the end user an ability to contribute. Many companies have realised that developing an internal social media platform can aid in communication but have yet to work out how it can help shape their brand personality.

A good social media strategy accepts you can’t do everything at once. A company can employ a social platform to perform customer service, to connect directly with customers thereby humanising the brand, to obtain demographic information on individuals to improve the effectiveness of direct marketing or to harness a mass of surplus cognitive resource to generate new ideas.

You can’t do everything with social media but as long as you are focused you will be able to do much more than you may expect.

Where to start

In the coming months many companies will try to market through social networks and many will fail.

In the coming months many companies will try to market through social networks and many will fail. There are of course ways of dramatically upping the chances of success, not least of which is making sure you hire a company that knows the space well. Making sure you are across the fundamentals will help move things along quickly.

The first thing any company moving into social networking should decide is the overall goal. Knowing what you want to achieve and why you are doing it may seem obvious but is something that is easily overlooked if you rush into a project too quickly.

Like any good marketing activity you need to know how your customers think and behave. Unlike traditional advertising, marketing online is very data rich. It is possible to know exactly what your customers are looking at, how long they spend doing it and who they then talk to about the experience. Make sure you know as much of this information as is possible before you develop a strategy any further.

From there deciding what channels you wish to utilise becomes a very important choice. You should know where your target market is by this stage so deciding if Facebook, Twitter, Bebo or any other platform is right should be easy. Deciding to create your own platform is a bigger step but can be very rewarding if it is done correctly. Again, make sure you are getting good advice and a solid strategy and don’t just assume that if you make something it will get used.

Measurement is important in all areas of business and social networking is no exception. Developing good metric methods should be an early priority. Remember that it is possible to measure everything but not all information has value. Knowing what you are looking at is vital. If you are hiring a marketing firm to build you a social networking campaign it makes sense to have part of the payment tied to the performance of that campaign. If you are building a network to get staff talking to each other and your customers the quality of the content will go down if you assign KPIs to ‘platforms usage’ only.

Most importantly make sure everyone involved knows what your ‘voice’ is. It is wise to develop a policy around social networking usage but if that policy is too tight then you will lose support. This is about people. Learn that it is OK to give up control of your marketing message and become part of the conversation. Be honest, be objective and be involved. And do not leave your community. You have made a promise to these people to listen to them. If you stop participating they will abandon you in an instant!

Start leading

There is no better time to start developing social media strategies.

There is no better time to start developing social media strategies. All market segments¬† are spending a lot more time on social networks (the time spent on Facebook grew by over 500% in the year Dec ’07 to Dec ’08) and in this time of economic downturn it may be wise to attract new customers from further afield. In the not too distant future every company will have a social networking policy so getting in early will give you an edge.

If you can hold a conversation you can market in social media

Marketing in social networks is not rocket science. It may involve technology but, at its core, it is what human civilisation is built upon. If you can hold a conversation you can market in social media.

So get good advice and get moving. The world is changing and the challengers are going to come out on top. They will create movements and lead tribes. They will interact and not be afraid of change. They will know how to listen and realise the greatest power they have is to empower their customers.

If you understand that these networks have all been built because it’s what your customers want, then the challenger, the leader, can be you.

Further reading

http://anthillonline.com/marketing-wisely-in-an-economic-downturn/
http://anthillonline.com/how-social-networks-are-transforming-tv/
http://anthillonline.com/what-the-newspaper-industry-needs-to-do-to-survive/
http://www.ted.com/index.php/talks/seth_godin_on_the_tribes_we_lead.html
http://www.youtube.com/watch?v=ddO9idmax0o
http://www.youtube.com/watch?v=6a_KF7TYKVc

A recent Time magazine article:

“Microblogging platform Twitter has 32 million users, an increase from about 2 million a year ago, according to research mentioned in the Wall Street Journal. Some Internet measurement services show that figure increasing 50% to 100% month over month. While it is not clear that Twitter will become as large as social networks MySpace and Facebook or video-sharing site YouTube, the company could certainly have 50 million visitors by the end of the year.”

click here to read the full article

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Have a read of the posts below:

1. Marketing wisely in an economic downturn
2. Is Twitter the start of Web 3.0?
3. How social networks are transforming TV
4. What the newspaper industry needs to do to survive

“27 publishers with a reach of about 109 million unique visitors per month — that’s 66% of the total U.S. Internet audience — have agreed to try one of three new online ad formats sometime before July. The publishers are all members of the online publishers association (OPA).”

Read the full article here

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