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application videos, areallygoodejob, bendtheweb, blogher, charles heflin, digital embassy, goode job, jack humphrey, leverage technology, micropersuasion, murphy-goode, Murphy-Goode winery, social media guru, social networking, sonoma, twitter, video-cast, virginia bolt
Yesterday I became aware of an article over at BlogHer by Virginia Bolt: Oh, to be a social media guru… Virginia notices:
The Murphy-Goode Winery isn’t being quite so brilliant about the job hunt campaign as Tourism Queensland was, but think about the implications of what they are offering. They are willing to pay $10,000 a month, plus accomodations and expenses, to someone who can run a social media marketing campaign for them. They are advertising the job using the words “social media guru.” (italics agl)
She goes on to explain what a social media guru actually is and a wonderful discussion ensues. This got me to wondering… how am I doing my job and how can I improve. A social media guru is not a social networking guru. There is a difference. And thanks to these ladies, I have been reminded of this small yet impressive fact.
You see, it is all too easy to get caught up with the game of chasing your “prospects”, “customers” or in my case “readers” and “commenters”. Ideally– and if I am doing my job correctly –these people should be able to find their way to me because I am leveraging the technology available to enable conversion. What is conversion? Well in my case, people finding me where I lead them (to my “digital embassy” here at this blog)
And looking to Charles Heflin‘s take on the topic in his article The Big Social Media Mistake I find I am nodding my head in agreement: Facebook, Twitter and co. are not social market places, but network places. It is the syndicate savvy marketer who will move forward in this realm in leaps and bounds.
This is one lesson I learned (with a twist) thanks to a short twitter question I shot at Jack Humphrey (@bendtheweb) at the beginning of my GoodeLife journey last week: here is a quick video to show you how to leverage syndication.
Too bad this was not a plug for my “excellent marketing skills or my brilliant goode job efforts”… but it is an excellent example of how we can use the force of social media and syndication. As Charles notes: You cannot market in networking environments. You can syndicate and distribute content there but it can’t be promotional” — I was not out there to promote myself, Jack was networking, he and others were syndicating and distributing content and it was in no means promotional for themselves (but nice to have my name tossed about there 
).
This throws the ball back to all of the Goode Hopefuls: do you know the difference between social networking and social marketing and are you able to leverage the media and tools to your advantage? Or are you working your fingertips to the bone being a network butterfly, all a flurry and quite fragile? And the real cruncher is: How are you gonna make your talent for social marketing transparent to the Goode guys? I would love to hear from you!
You may view this video at Blip Metacafe YouTube Yahoo … etc. — one way to leverage the tech like a social marketer: one time upload to various video sites… of course, being a savvy Social Media Guru, you know how this is done?
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Love it! Now some real business-oriented and educated minds behind this chat… and nice supporting info. Andy, I alluded to the similar focus when commenting on 1WineDude’s eval of the new VinTank report… there was very lively discussion around this topic:
http://1winedude.com/index.php/2009/05/12/a-millennial-mistake/#comments
There is a totally different conversation happening over at the Think Wine Marketing Blog. I encourage you to go there and join the conversation as he does have some good points for the wine industry in general.
It is in economical tough times when we begin to pull together, mastermind, as it where to create something new, better and wonderful for all who participate: Murphy-Goode can come away as leader of this movement or can dwindle away after a 60K 6 month advertisment gig…
I sure hope the chosen “social media whiz” can pull this off!
It’s great to see Charles Heflin right on something and seeing people agreeing with him. But with the way they hyped up Pay Per Play and had thousands of users promoting the PPP site only to see it flop. I think I’ll pass on his comments.
Claire, welcome to the Goode Life.
Charles Heflin here, Charles Heflin there. I see you have a keen understanding of syndication and by default you would then understand what his point is here.
And that is the issue I wanted to pull up front: to leverage syndication. Which leads me to ask you how you are involved with Discovery Articles — how can the wine industry –in it’s attempt to embrace social networking — use syndication in creative ways to translate and implement their marketing strategy to social networks and remain authentic?
Hi Andy,
To answer a few of your questions:
How you are involved with Discovery Articles?
—I’m really close with the owner.
How can the wine industry –in it’s attempt to embrace social networking — use syndication in creative ways to translate and implement their marketing strategy to social networks and remain authentic?
—I can’t answer for the wine industry but for WHEN I WAS using Twitter I syndicated information only to people who was INTERESTED IN WHAT I PROVIDED. Never trying to sell a thing or publish content to those who wasn’t interested, to me the real value is in giving value and letting people you syndicated to determine whether or not it was worth the read or not. Got to remember people CHOOSE to follow you (Twitter) and just as fast as they follow they can unfollow just as quick.
Also, to remain authentic is to be passionate about what you do and have fun doing it. That in itself will take your marketing efforts sky high.
And about the Charles thing, I was just kidding kind of. He just left a bad taste in my mouth but if you give value expect it in return. HINT HINT! This whole marketing thing at the end of the day is you get what you put into it.
Claire,
thanks so much for finding us again and taking the time to answer a few of my questions!
I agree whole-heartedly with your statements: it is about offering value to whomever finds you.
However, you also need to be on top of the technical side — and this is how syndication can work for you (especially with twitter and feeds), because as you say, people choose to follow you or opt in to receive your feed. So knowing how to leverage syndication is key.
Here is to your online success, Claire!
A few days late on this, but a great post to devour.
Thanks for taking the time to put together the video and show the immediate power of syndication.
There you have it Dirty, is this not simply beautiful?
And loads of the Goode Hopefuls out there are awesome copywriters but do NOT get this side of the story. How can we get the word out and start pumping this campaign for Murphy-Goode?
Hi Andy,
This was really helpful. I have not been optimizing my twitter “real estate”. Your site is an amazing resource and I plan to utilize your guidance. It will also be great to connect with other Goode Hopefuls.
Thanks for your Goode work!
Natasha
Glad to be of help, Natasha! If you have any specific questions, then give me a shout (via the contact form or twitter), I would love to see if I can help you.
I have an article lined up for “pinging” within the blogs… that will be published tomorrow.
Look forward to seeing and hearing more from YOU. Have you submitted a video yet?
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