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Chris Brogan and Lee Odden have been teased about their striking resemblance to each other, so WebProNews decided to feed to the humor and interviewed them together. Both Lee and Chris are a lot of fun, and they are also very knowledgeable in the Internet marketing industry.
In this video from PubCon South, the two discuss social media and where it fits into marketing. Chris says that we are seeing more and more larger companies embracing social media. There are also many people using social sites because they think they can “get rich quick.” As companies determine how to effectively use social media, Chris predicts the number of “get rich quick” people will rapidly decline.
Lee agrees with Chris’s outlook and points out that companies are now discovering exactly where they are getting the most return and capitalizing in those areas. He says social media has now become a natural part of marketing.
There are however, risks involved in social marketing if companies don’t have a solid plan in place when they start their social efforts. Lee’s company, TopRank Marketing, suggests that companies construct a social media road map, which requires them to identify their audience, behaviors, and specific objectives.
After these factors are determined, companies can decide on what their social strategy is, whether it be blogging or social networks. From there, companies need to choose what tools they are going to use and decide how they will track their success. When measuring progress, Lee says it is important to measure goals in actual conversions and not simply by the number of friends or followers the company acquires.
Chris follows up on that point by explaining the importance of putting the “physical connector” back into social media. The overall marketing plan should contain traditional marketing tactics, which includes a physical side, as well as Internet marketing strategies and social media.
(1 votes, average: 5.00 out of 5)
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Great video!! Companies are trying to make more money with less personalism, and that’s not right!! Great video!!
Awesome video lee. Thank you.
Thanks Lee. it is a good video.
Thanks a lot for this amazing video.
Social media is the current fad sweeping the Internet. While it does bring you much closer to the user than other media, I’m not sure if the companies have figured out how to properly monetize this advantage.
I was wondering if anyone knew if Facebook, MySpace, YouTube and the other major social networking companies had yet to turn a profit? Last I heard, none of them had, when looking at the advertising versus cost dollars. I was wondering if anyone had any opinions on that fact? I think it does say something about Web 2.0 and social networking in general, in that its a great “tool” and enhancement to company’s overall web strategy and the Web overall. But it may not really be the driver in Web innovation and marketing like so many think. If it was, we would see more models around it that show more dramatic profitability. I think when the smoke clears, just like AJAX, and other buzzwords, it will have enhanced the Web and online world as we know it, but not really the bigger drivers, which are Web Standards, a new HTML recommendation, XML, better online search engine models, the semantic web and the technologies that drive a better Web overall.
Thanks a lot for sharing the great video! ….
Thanks Lee — It was fun!
Thanks for doing the video interview Abby – it was a pleasure.
Re: “Skittles” – we talked about that on the Super Session at Pubcon which took place right before the above video. Panlists disagreed on the effectivness of the Skittles effort to socialize their site with Twitter search results. Reem thought it was a great idea. I thought it was a good PR ploy, but that Twitter search results were not effective at reaching Skittle’s target audience.
Good video, now would you consider what Skittles did with Twitter a fail in the social media sector?