Commercials vs. Branding
By DMK, A SlantedK Production
A task of a blogger is to surf, read and read. Yes, that was simplified. One of the writer groups I follow had an interesting conversation this week.
The bulk of the issue was the use of social networking vs. radio & promotional companies. The opinions were showing me that many individuals are not grasping some simple details of Social Media.
Two ways of classifying Social Media:
1. A platform for 24/7 commercials.
We have seen these users, have we not?
2. A platform for developing and growing your brand.
We follow these users.
“Think like a publisher, not a marketer.” – David Meerman Scott— David M Karder (@slantedk) August 8, 2012
The negative tone of Social Media in the discussion forum I will categorize under point #1.
They were missing the whole point of web 2.0, building your brand.
What is the difference, just fancy words for the same thing, no?
“Social networks aren’t about Web sites. They’re about experiences.” – Mike DiLorenzo, NHL social media marketing director— David M Karder (@slantedk) August 8, 2012
Look at point 1 as a car salesman, his focus is for you to buy the car.
His whole conversation is a pitch designed and formulated to maximize a positive sales outcome.
Lets apply point 2 as your favorite restaurant.
There are many components in play that influence your decision to spend your money with them. Good food, fair price, quality service, and personable management build something that supports returning patrons. In addition, it's a busy place because others feel the same.
Why is that?
That restaurant has worked very hard on their brand, reputation.
Since this began with a writers forum I am gonna bring the ship back around.
Comparing point 1 & 2, a writer has a new release. Which method will hold more potential to move units on a consistent basis?
1. By my book, it's a great book. Get a radio spot and score an endorsement or two.
All a positive, however, is it a lasting approach? So what if he said it was good, what do we know about him?
2. Build a foundation, grow a following and extend your reach.
Ok, nice general statement.
Growing your base, tweet, blog, Facebook, Pintrest, LinkedIn and on and on…
Point 1- Slam all the aforementioned with ad after ad.
Point 2 - Blog on a regular basis, 250 words minimum. Tweet, Facebook, interact with comments, likes, cross promote, shares and Retweets. Find circles that interest you and socialize.
Write about life, your experiences, writer POV, cooking receipts and so on. Let people know what you’re all about.
Now a step by step was not the intent of this blog, to influence how one views this great tool is.
Some numbers to back up the topic.
This week I have been working on upgrading my blog to a format that will apply all the tools out there using big block Chevy horsepower. Anyway, while working on the project, tweeting, and Facebook monitoring, my mentor had a Facebook entry delivered simultaneously as a tweet. It was not a commercial, just a statement about working on Sunday.
Yeah, yeah, what are you getting at?
Ok, good question.
He is my mentor in applying point 2.
In thirteen minutes, that entry had 26 likes.
I have been implementing the brand building project for 7 months. When I blog 5 of 7 days per week I was maintaining a 1200 visit per 30- day cycle. Since then due to other projects, I have reduced to 2-3 blogs per 7 days. The numbers reacted in same, with 650 - 725 hit average per 30-day cycle.
Is this the big time, no.
My book is in edit so I do not have sales numbers to compare to traffic, however, I can put it this way.
An author has a new book available. Every weekend he sits at a farmers market with a fine booth.
If that booth averaged 700-1200 visits per month, the potential for sales is good. It’s about having that restaurant, with a brand and reputation. It is about sustained exposure.
When you’re building a brand you are building an interest in you. Just like that restaurant, people will spread the word.
My follower count is not big; there are however, a couple followers that every now and then like what I have to say and Retweet. That action shockwaves to over 11,000 people, don’t get me started on Tribber.
It takes time, if you put in the time it does work.
The Social Network Debate. Some observations from DMK & SlantedK. slantedk.blogspot.com/2012/08/social…— David M Karder (@slantedk) August 8, 2012