Todd Glassberg – A Front Porch Perspective?
Over the past three years, I have been studying how people utilize marketing. In its simplistic explanation, “Marketing is the process which creates, communicates, delivers the value to the customer, and maintains the relationship with the customers. It generates the strategy that underlies the sales techniques, business communication and business developments. It is the core process through which organization, companies and local businesses build strong customer relationships and create value for their customers and themselves”.
Now that you have read a general explanation of Marketing, you may be saying; I know that, so why are so many of you not doing what it takes to extract the value of what lays before you. Every person, business entity or charitable organization has their own prism that they look through. Marketing is truly all in how we define it.
We can think of marketing the way most of us do which puts us in the box of making cold calls, knocking on doors, going to numerous networking groups, sending out mail, speaking, the list goes on and on of what we have known. Todd Glassberg’s simple definition of marketing is: “letting your audience know what you do”. From this simple idea, it’s up to you how you want to market. Please remember that Marketing is about value, creativity and stretching the box. You have complete freedom in “how”.
Here’s the bottom line!
No Marketing = No Clients = No Money = No Business!
There is no cookie cutter Marketing Principal, Marketing can and must be done YOUR WAY! You get to have FUN! and be extremely creative. In fact, give yourself permission to market YOUR WAY and change the formula above to:
Market YOUR Way = Greater Confidence = Attracts more clients =
A THRIVING BUSINESS!
* Please Remember Marketing Tools have greater reach than you see.
DON”T LEAVE VALUE ON THE TABLE.
Now, let’s broaden your definition and Guess What…your definition will be different from each person you meet. We are all unique. Though we have been trained to have a Sheepeople mentality, we still view the world through our own prism. We choose different business paths; wear different clothes; drive different cars; have different viewpoints—our marketing approach should be just as unique?
Before we start, I would like to highlight a tool that is becoming the fastest most recognized social marketing platform in the world. When you meet people they don’t say call me , they say FACEBOOK ME.
Over the past few years, Facebook has gone from a college photo-sharing site to a burgeoning business- networking platform for self-promotion, advertising and multimedia interaction. The founders of Facebook are constantly adding new apps and add-ons, Facebook users can send each other a virtual gift, create and host events, advertise their businesses through social ads, and more. When Charlie Gibson hosted the debate for the 2008 presidential candidates along with Facebook, the little networking site became a powerhouse in the online-marketing community.
Why has the model grown so fast, why is FACEBOOK such a valuable company. Why are they growing at a pace never seen before. Don’t jump on the simple answer , think for a second, No, it’s not because they were new and fresh. It is because they did not leave any VALUE on the table. Let’s look at what they offer from a user perspective and then i will fill you in on how that helped them Monetize and Capitalize their infrastructure.
Facebook is the largest of the social networks (it boasts more than 800 million active users), Facebook has become a favorite destination for people, businesses, and organizations to connect and share information because of its easy-to-use interface and interactive features
This social marketing platform collects users, they offer them a place to communicate, play games, research like minded interests, etc.
Now read that definition again, Facebook is a destination for people, businesses, and organizations to connect and share information because of its easy-to-use interface and interactive features. A destination, people come to the Facebook portal to play, read, research and belong. That is what the user gets.
What does Facebook get for providing you such a comprehensive platform ? Facebook receives visits, clicks and content. So why does that make them valuable, how are they extracting value from your activities.?
Facebook data is potentially more valuable than the data collected by other massively popular sites, like Google. That’s because Facebook collects a rich set of personally identifiable information (PII) from its user profiles. The data contains not only the user’s demographic data, but also data about their online and offline likes and dislikes–and those of their friends. The personal and social detail of Facebook’s data could give marketers unprecedented power to find new customers.
A Facebook profile may contain your age, sex and location information. It might also know that you are an avid runner who attended a wine-tasting party last Tuesday night. It might even know for example, that you recently visited the Websites of MSNBC.com and MoveOn.org. A marketer such as Coca-Cola or Saturn or Nike, could compare this combination of demographic and preference data, and determine your similarity to people who have already bought their products.
But there’s more. Facebook also collects and makes “public” the list of people who are your Facebook friends. If a marketer is looking to reach people who have a good chance of going out and buying their product, they might naturally want to focus on people whose friends have already purchased that product.
This type of social marketing is a much more granular and effective way of targeting potential customers than relying on the traditional demographics approach (for example, “42-year-old men in New Jersey often buy Ford trucks”). The tastes and buying habits of your circle of friends, in other words, are much better predictors of what you are likely to buy, than are your age, sex, and location data.
Now before you get worried , I recently read a quote from Facebook spokesperson Johnny Thaw : “I want to emphasize that Facebook doesn’t share any personal user information with advertisers. Facebook’s ad targeting is done entirely anonymously. If advertisers select demographic targeting for their ads, Facebook automatically matches those ads to the appropriate audience. Advertisers only receive anonymous data reports. So we don’t and have no plans to ‘sell or license big chunks of its social graph to large Web marketers.'”
I have focused my examples on Facebook , but let us not forget Google+ is closing in on 500 million users and that tied in with your current search habits, is making them a viable competitor. Keywords, Meta Tags, SEO are all the buzz words in the world today surrounding this newer technologically phenomenon.
Now I want to express Todd Glassberg’s Front Porch Perspective ; Facebbok, Google+ are vitual social communities. They are not real communities, they do not focus on the hyper local communities that we live in. The hyper local communities we live in have the same assets that Facebook and Google+ has, but people are more hesitant to Monetize their available social connections for the greater good of the local community. This I find hard to understand.
A local example:
A local Charity who is connected with 50,000 supporters, is hesistant to build a Social Networking Program, that will allow for the sharing of News and Information, Presentation of Advertisers pertaining to products and Services needed by the constituants, and the creation of a content management system that will provide a greater SEO Footprint and save them money in their advertising campaigns as well as created a socially responsible charitable network.Their upfront costs $ 0.00
Projected Additional Contributions after Monetization: $ 250,000 after expenses.
However as a point of great social marketing, I must mention Abunda Life, Abunda Life Church and their nutritional supplementation services Abundanet. This organization has combined the three aspects of the organization , to provide great content and connectivity to deliver their message.
So I leave you my readers with this thought , Why do we not utilize proven methedologies to support our Real Life Community Needs?