{"id":70,"date":"2013-11-13T20:18:54","date_gmt":"2013-11-14T04:18:54","guid":{"rendered":"http:\/\/joesays.ca\/?p=70"},"modified":"2014-01-05T20:15:54","modified_gmt":"2014-01-06T04:15:54","slug":"mix-your-media-not-your-message","status":"publish","type":"post","link":"https:\/\/joesays.ca\/?p=70","title":{"rendered":"mix your media, not your message"},"content":{"rendered":"

I\u2019ve worked in marketing and communications since prehistoric times (ie: before the internet) and in that time I\u2019ve worked in just about every medium there is \u2013 print, radio, TV, film, even the remarkable Interactive CD-ROM.\u00a0 Having dabbled in them all, I recognize that every one has its own strengths and weaknesses.\u00a0 As a result, I don\u2019t tend to play favourites, but rather look at which media best suits the client\u2019s needs.\u00a0 Hence my personal communications credo: mix your media, not your message.<\/p>\n

For the past few years I\u2019ve been wrestling with how to integrate social media into my clients\u2019 marketing plans.\u00a0 I\u2019ve seen numerous presentations and waded through many proposals from so-called social media experts, most of which can be perfectly summed up in this cartoon:
\n\"cartoon\"<\/a>(This is from Tom Fishburne, a marketing consultant who communicates many of his best ideas via some very funny and painfully true toons.\u00a0 You can see more of his work at marketoonist.com.\u00a0 Used without permission but I\u2019m sure he\u2019d be okay with it.\u00a0 Now back to our story.)<\/p>\n

In other words, the message didn\u2019t matter; being in<\/em> the medium was all that mattered \u2013 a philosophy that totally conflicts with my own.<\/p>\n

Still wrestling with the dilemma, I happened to see Gary Vaynerchuk speak at a conference.\u00a0 I won\u2019t bother recapping his background, biography, etc \u2013 he does it inimitably in his presentations \u2013 but the big takeaway for me was: here, FINALLY, is a sales & marketing type who truly \u2018gets\u2019 social media.<\/p>\n

Gary\u2019s approach, in a nutshell, can be summed up in a couple of key points:
\nFirst, if you want to sell something to people, you have to go where they are spending time, and right now, they\u2019re spending time on social media, so that is where you have to be.
\nSecond, understand that social media is simply the oldest form of commercial relationship, scaled by technology to unimaginable dimensions.\u00a0 Successful businesses have always cultivated relationships with their customers; social media provides them an avenue to do so at an unprecedented scale.\u00a0 But at its core, the relationship is still the essential component.\u00a0 Gary\u2019s approach is to use the tools of social media to nurture relationships with customers on a scale that he could never achieve using conventional communications tools.<\/p>\n

He details this approach very effectively in The Thank You Economy.\u00a0 His latest book \u2013 Jab Jab Jab Right Hook \u2013 is just hitting the shelves and I have not read it yet, but given his track record I\u2019m sure it will be a worthwhile read, and in Gary\u2019s usual anti-establishmentarian mode, pretty disruptive<\/a>.<\/p>\n

If you ever get the opportunity to see Gary in person, take it.\u00a0 He\u2019s a genuinely dynamic speaker, delightfully profane, disarmingly down to earth and full of great insight.\u00a0 He\u2019s all over the web but his twitter handle is @garyvee.<\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019ve worked in marketing and communications since prehistoric times (ie: before the internet) and in that time I\u2019ve worked in just about every medium there is \u2013 print, radio, TV, film, even the remarkable Interactive CD-ROM.\u00a0 Having dabbled in them all, I recognize that every one has its own strengths and weaknesses.\u00a0 As a result,…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,3],"tags":[],"class_list":["post-70","post","type-post","status-publish","format-standard","hentry","category-filosofy-c","category-raves"],"_links":{"self":[{"href":"https:\/\/joesays.ca\/index.php?rest_route=\/wp\/v2\/posts\/70","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/joesays.ca\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/joesays.ca\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/joesays.ca\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/joesays.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=70"}],"version-history":[{"count":7,"href":"https:\/\/joesays.ca\/index.php?rest_route=\/wp\/v2\/posts\/70\/revisions"}],"predecessor-version":[{"id":122,"href":"https:\/\/joesays.ca\/index.php?rest_route=\/wp\/v2\/posts\/70\/revisions\/122"}],"wp:attachment":[{"href":"https:\/\/joesays.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=70"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/joesays.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=70"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/joesays.ca\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=70"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}