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areallygoodejob, digital marketing, facebook, myspace, right perspective, social media, social networking, video-cast
To date my focus in this blog has been on leveraging blog power and twitter mania. Some have noticed my careful avoidance of facebook and myspace… along with the lacking “drink wine x, y, z” articles. As I have yet to allow my first wine to pass these virgin lips (the powers-to-be could accomodate with a combined social media extravaganza for my 40th birthday in October *hint-hint-nudge-nudge*), I do actually have some experience with both FB and MS — all be it extremely limited. Honestly speaking: I am in NO position to teach anyone how to leverage either of these two medias in a social media marketing campaign (but I am surely looking forward to your comments here… teach me — teach me!).
With over 130-million users monthly and the Murphy-Goode gig still up for grabs, the question has changed from IF you should use MySpace or Facebook to reach your customersfriends to HOW. How can attention, affinity, and action happen best on each site? How do marketing messages spread differently between the two? How best to monitor and measure a brand’s performance on each site?
Oh, do you long for those golden days of marketing when life was so simple you actually had to leave the couch to “zap through” the commercials and all you had to do was “ask Mikey, he’ll try anything”: Life was good back then, eh? Well, as some of us hold onto the theory “a grape is a grape is a grape”, others know that there is power in the subtleties of even this one fruit which can be leveraged to create some mighty fine juice. Same holds true for the various social networks out there, so the Murphy-Goode Hopeful will be well advised to brush up on these key issues.
Thankfully there is always a great source of information to be found on the internet, so I do not have to do all the work for you! First off, hats off to the guy behind Brand Autopsy, John Moore (if you are not following him, perhaps you should reconsider your list of friends and followers?)
I want to share his second video from the post with you here because this one sentance actually stuck out so much in my mind: the difference between campaign and movement… to follow a campaign means to work really hard for a short, pre-determined time frame. Once the campaign is over, you drop everything (and loose all the contancts you made in the process). I am thinking about this issue a lot these days.
You know I have said that whoever gets the Murphy-Goode gig needs to have a longer-term perspective than the “six-month-time-frame” given in the job description: what tools are you going to leave the MG team with so that they can continue with the journey they now find themself on? And on a more personal note for the 99.9% who do not get the gig, is all that we have been learning going to –what?– disappear into digital dust once that one lucky duck swims in Sonoma wine waters?
It is my hope that we pull together as a community to support and uplift that lucky dude or dudette, have a rocking great time along side the Wine Country Lifestyle Correspondent, learn, live and laugh for the duration and all come away with a winning experience. I know for myself I have learned tons in these past three weeks alone. I would love to learn more from and with you!
So, go on over to John’s Brand Autopsy, check out his great content and have a look at the other videos he has posted out there… and come back to tell me what you learned, what was missed out on, how you use FB and MS.
Catch you in the comments!
Andy's Goode Life Blog 
Oh, and John can also be found on twitter @BrandAutopsy–are you following him? I am now!
Whew. You’re bringing up all the PhD questions that the most highly-paid marketing professionals in the world are asking…:)…how to implement an effective long-term strategy across the social networking sites of MySpace and Facebook.
It’s a given that click-through rates on the sites are worse than on the internet, in general…so simple advertising is not a very effective plan of attack.
MySpace allows for such individuality in profile page customization that some companies use their pages there as a de facto website. Facebook, on the other hand, has really piqued a lot of marketers’ interest lately with the ability to integrate into a user’s conversation and social graph via newsfeeds.
I keep talking about marketers this and marketers that, but basically anybody with a product or service that would be of use to a user on either social networking site is fundamentally a “marketer.”
I do hope the conversation is continued regardless of who is chosen for the Murphy-Goode gig. After all, social media is supposed to be social and collective, right?
Todd, how is your experience with FB and MS? I only use FB to date to keep up with my school friends–no marketing, no mircro-blogging (they don’t understand German and I have kept them mostly out of this crazy wine gig to date). With MS I had a short brush while a homeschooler lived with us 4 years ago for three months… but from the perspective of a 14 yr old–so also nothing to do with marketing or selling (even of ideas). Purely social.
I plan on keeping my eye on the whole unravelling and the process. I have been having far too good a time and learned incredibly loads of new stuff (not only wine related, but social media related). And on the other hand, we all build a community of (potentially) great supporters of this whole winery web2.0 journey… thinking back to what Paul wrote yesterday, you never know what spin-offs come from the MG gig, especially if it is successful! Who knows, perhaps we find ourselves submitting 60 vids left, right and centre in late spring 2010 for the next 5-6-7 wineries ready to take the plunge?
Electrifying!
Personally, I use FB all the time for keeping in touch with friends and family. MS was always so slow-to-load with bloated creative elements on peoples’ pages and then pure chaos with music blaring.
Professionally, MySpace was a frontrunner for our marketing eyes because it reaches more US users than FB, but I don’t think that’s any longer of an issue. MS is still used as a destination site for some brands because its creative openness while FB is used more to integrate into the conversation w/newsfeeds.
I’m curious to see what changes come down the pike on MySpace since they just had a changing of the top brass…and Fox surely isn’t going to go down without a fight so maybe it has life in it still although few of my friends use it very often.
Tahdee,
I think a lot of people would agree that MySpace is already down for the count.
The only way it can come out of this is for Fox to use their new team to create something entirely new (and not call it MySpace).
It still holds a few advantages to FB (especially if you are a band), but the traffic is gone and the perception is gone.
Social Media Marketing with Facebook and MySpace « Andy’s Goode … http://u.mavrev.com/5t2t
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I think FB is extremely effective for getting out a larger message, and more importantly having that message shared-
The percentage of links, hits, and traffic I get from FB can be crazy. (Usually far more than twitter)- most of these coming from people who have put up links back to posts.
The tough part with FB is managing and engaging in the open conversation. (This is where twitter delivers more.) They are often happening, but unless it is within your network of followers, you can’t engage.
Andy, jumping back to the MG Gig–
You asked-
“what tools are you going to leave the MG team with so that they can continue with the journey they now find themself on?”
The only tool you should be considering leaving them with is YOU (no I’m not calling anyone a tool ; ) This is a six month contract, but it should not be seen as temporary employment. The employee who is successful in this position will become indispensable. They become the online face, voice, and representation of MG.
Hardy,
“You” to leave behind… do you think this is part of MG strategy? This is a very interesting aspect (and yes, without coming out and stating it like you do, this has been on my mind: to build a brand around a person might be problematic once the 6 months are over…).
I have trouble with that answer. Let us talk about it some more. (Off to ponder some more.)
Andy-
I have trouble with the concept of creating an end plan for something that if successful (and the MG hire will be successful) is bound to grow and grow. The MG hire will be responsible for that success, and will be the communicator, the face, and messenger to the outside world.
MG has a brand, and they aren’t building a new brand around the MG hire- Rather they are using the hire to tell their story (not to change it).
Hardy,
I am thinking of the web2.0 savvyness of the people at MG. They have a few out there twittering, but essentially they can be surfing right along with the successful candidate. Perhaps not to the same degree, but this is what I was thinking of.
I was writing an extremely long answer, but I have decided to turn that over into another blog post… tomorrow.
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