The Battle for You: In the Age of Digital Convergence

"Genuine intellectual curiosity is the attribute established brands need to be successful in the blogosphere."
- Geoffrey Moore

With every second that passes the world changes, something new and exciting is created or an idea is set into motion that will forever alter how human beings live their life and interact with each other. In the past sixty years a flood of, what would seem to most, irrational ideas have been used as stepping stones to create the most rational and useful technologies that we enjoy in our life. Radio started the information age, followed by television, and now the world world-wide-web; but, kindred spirits either join together or they kill each other, leaving yesterday's trend behind.

I believe the biggest complaint about television is the lack of interaction in every respect; both commercial and entertainment aspects of television have a human element missing. Human beings have a drive to be involved in everything they lay their eyes on. Internet has provided the ability for the consumer to have a say in what they see and do, the Internet is a means for people to be a part of a growing network with limitless possibilities. It was hard to see at first with the early Internet, but the possibility has always been there waiting to bloom; for a long time the Internet (WEB 1.0) was like T.V., it was just something to look at with many more channels. WEB 2.0 is a totally different ball game, we the people are the players and the umpires - It's About You!

Social Media is what the Internet is all about, a global village of people sharing ideas, information, and art. Not only individuals, business' (large and small) are working towards going interactive; through blogging and social networks the world is getting smaller and the possibilities are becoming greater. This revolution has forced television to jump on the train or be left behind; the fact is that people can meet their communication and entertainment needs from one central location. The Internet has given everyone a voice and audience to listen, companies can advertise, sell, and interact with the consumer in a way that T.V can't provide.

Today, your computer is a portal for all of your day to day media and communication tools to connect with the web. The time has come to join up with social networks and blog circles, this will increase your presence and network; whether for business or pleasure, I believe it will be worth your time to move with the Internet and not against it. Experience the world in the way that you want, at your desired pace; the Internet is no longer growing with you, transversely you're growing with the Internet. The Internet has already started anticipating your next move and remembers what you are interested in; your computer is no longer an extension of you, rather you are an extension of your computer!

How easy is it to join a social networking website?

Social Networking websites such as MySpace, Facebook, and LinkedIn are growing and some people still don't know about them. It's easy to make an account. Simply sign up and see how many of your friends are on there. Then, view their friends profiles and see how you can relate to them or find their knowledge or connections useful to you.

It's a great way to expand your social network and get to know more of your friends friends.

Everyone's on there, are you?

SMO ~ The old fashioned way

About a month ago I sat in on a Social Marketing Optimization (SMO) Training Seminar. The obvious purpose of this seminar was to teach a company's employees the importance of SMO, which is how to get involved by setting up a Stumble Upon account, becoming a regular user of Stumble Upon, writing blog entries, posting comments to blogs, etc.

The trainer took a few minutes to explain that Social Marketing or Social Media is not a new convention, in fact all of us have and continue to participate in Social Marketing activities in our everyday lives; however, this participation traditionally may not have occurred on the web, but instead in our daily contacts with friends, neighbors, co-workers, storekeepers, etc. As the trainer explained this phenomena, if you need a recommendation for a plumber you might first call your trusted next door neighbor, before searching the web for plumbers in your neighborhood.

At the time I thought that this was a clever analogy, but it came to me later that a closer analogy to the anonymity of web SMO might be the traditional Service Station proprietor.

Do you remember the old-fashioned Service Station owner? I have fond memories of a particular Service Station owner ~~ my father, Joe, who owned a Service Station from about 1955 until 1963. When my father first leased the station it was a Wilshire Service Station located at the corner of 7th and E Avenue in National City, CA.

Looking back I now realize that Joe was an original and natural social marketer. How he came to own the service station is another story, but suffice it to say the service stations, as we knew them then, offered anyone, who ventured into the station, a wealth of assistance and information. And while my father had a good number of regular customers, for the most part the daily customers were strangers to my father. And yet these strangers, not unlike today's web social group members, depended on him for more than gasoline.

If the customer needed driving directions, no Mapquest, just ask Joe or one of the service station attendants. If you needed a local or state map, they were provided by the service station at no cost! Need a suggestion for a good restaurant, again no IPhone with Google maps, just ask Joe and he might send you to the El Juan Cafe for Mexican cuisine (still in business) or Keith’s Family Restaurant (still operating) for home-made fried chicken. Looking for a particular church, Joe only had to point you across the street to St. Mary’s Catholic or just down the street to St. Matthew’s Episcopal. Need to know what was playing at the local movie theatre, Joe could tell you the current film and show times at the Bay Theater (built in 1944, the building is still there but for sale for $2.7m.)

And let’s not forget that service stations in years past did not have mini-marts, but they did offer you a clean restroom, a soda machine, they could fix a tire, tune your car and if you needed a phone, just come on in and you were given the opportunity to use the business phone. No payphone on site and certainly no cell phones.

One of my favorite memories of Joe, as a social marketer, was him serving as an impromptu employment agency. Frequently local people would stop by looking for work and if Joe didn’t have an opening, he would know which businesses in the neighborhood were looking for employees. Over the years, Joe employed many family friends, offering them part-time positions to help make ends meet. No Hot Jobs or Monster.com…just stop by and talk to Joe.

And there were even days when a complete stranger would come into the station, ask for a fill-up; however, when payment was requested suddenly they would indicate they had no money. These strangers would then barter with my father leaving a watch or something else of value promising to return later with cash to redeem their item. I don’t know, you might call this a little credit union, pawn shop, or even pay day advance.

Sometimes the service station would serve as a small used car lot. Local people would ask to park their cars with a “for sale” sign posted on the car. My father bought more than one of these used cars over the years, the most memorable being a seven+ passenger Cadillac Limousine, circa mid 1940s. (see the photo of my dad in front of the black Cadillac taken in 1960, wearing his Wilshire shirt, with my then four year old brother, Michael, sporting his own Wilshire shirt.) Could this have been the precursor for CARMAX?

I like remembering my father and his service station. He took good care of his customers and he was always willing to provide recommendations, not unlike today’s blogs, and other on-line social media and marketing vehicles.

Click here to learn more about:

the history of service stations or to enjoy photos of the Bay Theater.

SMO ... Optimize with Social Networks

Social Media Optimization uses the tools of Web 2.0: blogs, RSS feeds, social networking sites, social bookmark buttons, tagging, multimedia posts, and wikis, to target an audience, create an online presence and to develop familiarity and authority with the customer. SMO is about using these tools in conjunction with a website to spread your content far and wide, to create opportunities for others to link to your site and to establish yourself as an authority.

Social Media Optimization harnesses the power of the social network. Web 2.0 provides numerous and growing opportunities to become a participant in the on line communities. Social networking sites create new opportunities to reach potential customers and to establish a dialogue. Social Media Optimization operates in a way that is analogous to “word of mouth” advertising but is more efficient due to the tools and organization of the internet.

Developing content and posting in appropriate social forums, using the current tools to tag and make your content easy to distribute and link to is the focus of a Social Media Optimization Campaign. Building a wealth of informative posts using various media is an efficient and productive way to spread your reputation and encourage a discourse with customers.

Blogs

Blogs

What is a blog?
The term blog is short for web log. A blog is a journal which is kept on the internet and continually updated with new posts. Post generally consist of text and photo entries, posts can also include audio and video. Blogs have emerged as one of the leading venues for internet marketing.

The Importance of Blogs
Blogs provide an unprecedented ability to develop a community, build authority and extend a familiar and credible face to your internet presence. Blogs are the perfect venue to share your knowledge with your customers and potential customers. Information rich content focusing on and around your business niche will establish you as the “neighborhood specialist”. As your blog develops you will be creating a rich knowledge base for your customers to reference. A regularly updated blog with strong informative content will draw traffic, encourage search engine spidering, enhance your search engine rankings while building an ongoing relationship with your customers.