Browsing: Social Media

Communities Create Viral Marketing

On 21 Mar 2007, In Social Media, Viral Marketing, by Michael Brito, 17 Comments

I attended a session at the New Communications Forum a few weeks ago called “Viral Marketing – It’s the message, not the Media” facilitated by Susan Getgood and a few others. Susan’s message intrigued me ...

Can Social Media Kill a Brand?

On 23 Feb 2007, In Social Media, by Michael Brito, 10 Comments

I recently came across this great article written by Kalena Jordan, titled Social Media: The Instant Brand Killer. She cites a few examples of big brands like Microsoft and how Social Media “brought them down to ...

Measuring Social Media

On 03 Feb 2007, In Social Media, Social Media Optimization, by Michael Brito, 10 Comments

Over the last couple of months, there has been a allot of buzz around Social Media Optimization (the New Rules of SMO, the Five Pillars of Social Media Marketing and Treating Social Media Optimization as another ...

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Michael Brito discusses the latest in social business and the social customer.

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Communities Create Viral Marketing
March 21, 2007, 17
Can Social Media Kill a Brand?
February 23, 2007, 10
Measuring Social Media
February 3, 2007, 10

Communities Create Viral Marketing
March 21, 2007, 17
Can Social Media Kill a Brand?
February 23, 2007, 10
Measuring Social Media
February 3, 2007, 10

David Dallaire:

On the surface, all good stuff, but I'm not clear on what your definition of "Social Business", as it seems to be interchangeable with "Social Media" the way you are using it here. My understanding is that it is very different and goes much deeper than the standard definition of "Social Media". Anything you can offer to expand on that difference would be appreciated!
Lotus Marketing:

Yeah the whole marketing industrie is changing a lot. Everything is going Inbound Marketing nowadays. It's hard to keep up sometime.
Social Media Marketing:

I really appreciate the work from you Micheal. I also agree with Nick, Social Media indeed needs time and right marketing tactics, in order to be successful. Any ways thank you so much for sharing your opinion and experience with us.
Rich Reader:

Thanks for your speedy consideration of my initial concerns. As I review your post, I see other points of order and concern as we work toward a deeper understanding of the outlook and a variety of possible outcomes. While I agree with you that there are 75 million millenials, is it true that everyone in a particular age cohort is (or will become) a member of the job market? Historical data would not support that assumption. "Expected to hit the job market" remains an overstatement. Indeed, half of enterprises do provide social tools to their workforce for the purpose of knowledge capture, information gap closure, collaboration, and real-time communication. Yet, the training, support, and guidance that most employees need to obtain great performance from such tools is still resource-constrained. You are correct in observing that the new generation prefers decisions by consensus, yet the actual socialization of businesses has a long way to go before most will agree that the consensus process is thoroughly supported by their leadership (C-suite) and authorities (HR, Finance, and Legal). Brandon Russell's survey into the definition of the millenial stands up well for a moment, but it crumbles when he opens his view of the role between heroics and respect. He asserts that the millenial is defined by a hero "archetype" that places a deep trust in authority. Millenials neither adhere to, nor behave as, nor claim to identify with this definition. Mr. Russell might have done a better job elaborating on this fantasy. Regardless of how he might reposition his framing of the millenial soul, ask yourself "What millenial hero fits this mold?" Both Joseph Campbell and Karl Jung would have called "the hero's deep respect for authority" a non-sequitur. "The Heroes Journey" is made from stronger stuff. Examine the millennial hero archetypes represented by Luke Skywalker, Harry Potter, or the Mutant Ninja Turtles. They feared authority, and put on the happy face as a survival mechanism. The visible gestures of respect that they showed to the figures of authority bought them the time and resources needed to defeat the leadership that they distrusted. While I will be interested in reading the sources of Mr. Russell's hero definition, I see that others have made their own efforts in this subject. At the Comic Con San Diego in 2009, Daniel Debowy describes the Millenial Generation Hero as one who avoids traditional conflict with the prior generation as the route to advancing real change. http://www.liheliso.org/2009/08/09/millennial-generation-hero-interview-with-daniel-debowy-m-d-ph-d/ However, avoiding traditional conflict is only a feigned trust in authority, an immediate tactic to postpone battle until one is better equipped to and confident in one's ability to defeat one's opponent or former authority at the moment of one's choosing. Kinda Machiavellian. Kinda Ninja or Art of War. Ask any millenial: who the authorities are that they put the most trust in. They will tell you that authorities are more likely to be the villains who they distrust. . how they feel being labelled or defined with the "Hero" archetype, and you may be surprised by how the conversation turns back onto the labeller or the person defining the term. For a contemporary discussion of who the Millenial archetype is, look at the Marvelous Millennial Wine Marketing Circus at Sebastiani on May 17th, 2012 (or one of the same meetings elsewhere in California that week). The panel will discuss with the community the hopes, the dreams and the expectations of the Millenials. A good deal of discussion is taking place in anticipation of this event. Questions are being asked about the extent to which businesses are going to entertain, amuse, show a fun time to, be likable towards, stimulate the creativity of, cultivate the emotional level of engagement with, and be provocative toward the socially-connected millenial customer. The panel (as well as a most thoroughly engaged audience) will grapple with how millenials influence the customer relationship space of enterprises through their immediate interactions with each other in the tribal/online/IRL communities where they are most socially active. It's already apparent that the B2C approaches which are more empathetic with the millenials (among those businesses progressing in their paths toward becoming social businesses) are gaining mindshare as well as marketshare with the millenials. Such brands that connect with the Milennial mindset are not trusted authorities, but rather are viewed by those connected consumers as partners or welcomed participants in their communities. For a closer view, see Mutineer Magazine's blog: http://www.mutineermagazine.com/blog/2012/04/the-big-top-comes-to-town-mutineer-magazines-marvelous-millennial-wine-marketing-circus-is-coming-to-a-town-near-you/
Michael Brito:

Wow, well thank you! : )