She was our first interview on the Buzz Bin. When it came to do research for Now Is Gone, Toby Bloomberg was one of the few resources I reached out to for primary research. Her Diva Marketing Blog is always top ranked, and she is one of the kindest, most accessible blogers out there. Read her answers to questions for “Now Is Gone”in this week’s spotlight interview. And if you really like what Toby has to say, catch her at the New Media Nouveaux conference this July 13 in Tysons Corner.
BB: Suddenly many corporate marketers are approaching social media as a new way to reach their target audiences. What do you think of this?
TB: I think it’s a terrific idea. Companies who step into social media now will be perceived as innovators. The big benefit is they’ll have a head start on the “learnings� which will leap frog them over their competitors.
BB: Why are so many businesses running towards new media?
TB: The “so many� at this point is a relative term. For those organizations (non profit, for profit, government) that think they have missed the virtual boat, it is moving out of dry dock; There is no need for swimming yet but it is quickly picking up speed.
As to why the interest, organizations are realizing that many of their customers are hanging out on blogs, in mash-up communities, on video sites, on gaming sites. Just like in the traditional world of media, marketers want to have a presence where their customers are likely to be.
For marketers who are early adopters it’s cool to be seen in 3-D worlds like Second Life. Smart business people understand that new media offers multiple benefits from enhanced search engine optimization, to new tools to obtain customer feedback and additional value-add content. Where social media really shines is creating relationships which are the first steps to customer acquisition and the reinforcement of customer retention.
However, social media is more than a passive website strategy. The most beneficial aspect is the ability to engage directly with customers and other stakeholders. Social media opens the doors for businesses to listen to the unfiltered voices of their customers and to track those conversations. Social media also provides opportunities for the people within the company join in on those conversations and talk directly to customers. Taking an active role in creating a dialogue with customers about issues that they care about, at the moment in time when they care about those concerns, is the heart of new media marketing.
BB: What do you think of the terminology “target audience� versus “community?�
TB: Very interesting question. It seems to me that although the concepts are not mutually exclusive, the ideas you present are part of a process. You would first identify your target audience and understand their needs. Next would come building community as a strategy to fulfill those needs. Keep in mind that not all of your target audience will want to join your “community.� To go beyond what has become a buzz word, building community takes continuous effort and resources which reverts back to marketing planning and delivering against your brand promise.
BB: What will happen to marketers who try to exploit social networks?
TB: I’ll respond with a typical marketer’s answer, “It depends.� It depends how you define “exploit� in terms of adding benefit to the network. A good example from the healthcare blogoshere is a closed social networking community of physicians. The free community allows only physicians who can be confirmed against a data base of certified doctors to can gain access.
However, it allows paid sponsors the privilege of actively participating in the conversations that take place within the guarded walls of the community. Would you call this exploitation of a social networking community? Some would but the members must perceive value because the community is growing rapidly.
BB: What are your thoughts of the concept “participation is marketing?�
TB: I love the concept. It adds an important dimension to an expanding, complex marketing tool bag. Sometimes it’s nice to reach for a paper sales sheet with just the facts. It’s also nice to know that there is an online communication resource: a bulletin board, blog, wiki, vlog, podcast, where additional information can be found including peer-to-peer feedback and a way to engage with the people in the company too.
BB: How about the latest trend of traditional press releases evolving towards a social media releases?
TB: Since the technology is available to include mixed media, video, links, photos, etc, why not capitalize on providing robust information in one place? What tends to frustrate me is the written information is sometimes too brief. The format leaves it up to the recipient to pieces the elements of the story together. Sometimes I don’t have time or want to watch a video or listen to a podcast. Nor do I want to think too hard. I want the story to be told and then I’ll take it and modify it for my readers.
I want it all. Available links, multi media and the story pulled together along with the facts separated out.
BB: What’s the best thing a business can do if it’s considering entering the blogging or social media world?
TB: Understanding the culture. Blogging/social media is unlike any other marketing strategy I’ve seen. Since it is built on a culture that incorporates community. As with any community there are social norms that new comers must be aware of. Informal checks and balances are in-place and if you color out side of the lines the blogosphere is not shy about letting you know.
Frequently that slap on the hand is not contained within the confines of a few blog posts but is picked up by mainstream media. The impact to the goodwill of the brand or business may be significant. The most critical aspects to keep top of mind are: honesty, transparency, authenticity.
The next step, after understanding the culture, is to give social media the respect of any valid marketing strategy. Set goals and objectives that relate back to business outcomes. How to measure the success of a social media strategy may be different than those of traditional marketing, however to gain credibility we can not be afraid to overlay accountability on social media tactics.
Then build strategies that support the brand while maintaining the authenticity of the conversation.
[...] female blogger Toby Bloomberg. Here are two Q and As from Toby’s interview (Toby’s Buzz Bin interview was also featured in the book). All six Qs [...]