Ciamar a thog mi ùidh anns na meadhanan sòisealta?

douglas karr

Nuair a dh ’iarr Shel airson daoine a dh’ fhaodadh a bhith airson freagairt a thoirt seachad le Sgrùdadh SAP air na meadhanan sòisealta, I jumped at the opportunity and immediately wrote him. With Shel’s permission, he’s allowed me to post my responses on my blog. This is Part I!

Inns dhomh cuin agus ciamar a thog thu ùidh anns na meadhanan sòisealta an toiseach. Carson?

Working in Print Media for over a decade, I watched as the Internet quickly began to siphon attention and, with it, advertising from the newspaper industry. The Internet as a medium is accessible, inexpensive, and the technology is fairly simple. Even within print media, I always believed that each medium had it’s own strengths and weaknesses. Sometimes the Newspaper cha robh an àite as motha airson sanasachd.

Nuair a thàinig an eadar-lìn, bha mo cho-obraichean ga fhaicinn mar chunnart. Bha mi ga fhaicinn mar chothrom iongantach. Leum mi bàta agus ghluais mi gu Denver, Colorado a dh ’obair airson companaidh a bha a’ stiùireadh na cosgais air a bhith a ’cleachdadh an eadar-lìn. Gu mì-fhortanach, thàinig mi a-steach nuair a bha am builgean a ’spreadhadh. Ghluais mi gu Indianapolis gus a dhol a-steach don phàipear-naidheachd ionadail agus gus na h-oidhirpean margaidheachd dìreach aca a stiùireadh, a ’cleachdadh dàta gus cuimseachadh nas fheàrr air luchd-aontachaidh san amharc agus a’ putadh prògram puist dhìreach airson teachdaichean.

I tried as much as possible to get technologies such as Email Marketing into the newspaper as well, but anything “Internet” was seen as a medium to deliver content and sell advertising… not creating relationships. Anything Internet was also under the authority of the IT department so I was stepping on other peoples’ toes. When new management came in and began asking, “What is it that you do?”, I knew they were oblivious and I needed to leave.

Tro charaid agus co-obraiche, Darrin Gray, choinnich mi ri Pat Coyle agus chaidh mi a-steach don chompanaidh aca, Brandirect. Darrin was and is a master at sales and networking. Pat was and is a master at building relationships. I was the data and technology guy – finding the best technologies to increase companies’ relationships with their prospects and customers. It was a success, Darrin sold, Pat guided, and I built!

047174719X.01. SCMZZZZZZZIt was during this period that Pat and I started seeing the impact that Social Media was having. Not too ironic, we read (devoured) Shel’s book, Còmhraidhean Naked. We understood that marketing was no longer simply a ‘push’ technology, it was turning into something very, very different.

Ghluais Pat gu The Indianapolis Colts làn-ùine. Bha fios aig na Colts, air an stiùireadh le Jim Irsay, gu robh iad faisg air a ’mhòrachd agus tha mi a’ creidsinn gu robh an lèirsinn aige fios a bhith aige gum feumadh e an cothrom a ghabhail gus ceangal a dhèanamh ri luchd-leantainn fhad ‘s a bha am putadh aige chun Superbowl ann an sealladh.

Ghluais mi gu ExactTarget, Solaraiche Seirbheis Post-d, air a chuir sìos le soisgeulachd CMO agus stèidheadair Chris Baggott. Chris’ message was about the incredible value of permission-based email marketing, targeting the right message to the right people at the right time.

MyColts.netAnns an dà bhliadhna a dh ’fhalbh, bha Pat agus mise fhathast nan caraidean dlùth agus choinnich mi gu tric le cluba leabhraichean ionadail a bhios e a’ co-òrdanachadh, The Indianapolis Book Mashup. A ’chiad leabhar againn? Còmhraidhean Naked Gu dearbh!

Ghabh Pat an cothrom na Colts a phutadh gu bhith a ’togail lìonra sòisealta airson na Superbowl Champions. Shaoil ​​mi nuair a choimhead mi air MyColts.net a ’tighinn gu bith. Le clàr trang agam fhìn, a ’cur air bhog Coimhearsnachd Luchd-leasachaidh airson ExactTarget agus a bhith air àrdachadh gu Manaidsear Bathar airson ExactTarget fhad‘ s a dh ’fhàs sinn bho na ceudan de luchd-dèiligidh aonaichte gu mìltean, cha b’ urrainn dhomh coimhead ach mar a chaidh MyColts.net a chuir air bhog.

Chris Baggott and I also began meeting and talking about the medium. Chris understood the value of the medium, which (I believe) was largely influential in propelling ExactTarget to the forefront of the industry. Chris’ Post-d blog Cleachdaidhean as Fheàrr was awarded several times over the years and he was definitely recognized as a thought leader in the Email Marketing industry – thanks in part to his blog. This was when Chris started seeing an opportunity, though. Blogs were fantastic vehicles for information – but it still isn’t easy for the consumer to find the nugget of gold that bloggers were posting.

Bathar-bog CompendiumThòisich Chris a ’cur na sìol airson Bathar-bog Compendium, his new startup. Keep an eye on this company! It’s the next evolution of blogging and it’s now becoming a reality. Sometimes I feel like a father watching his child grow up as I see this company starting up – but, unfortunately, the timing wasn’t there for me to join the team.

Carson a fhuair mi grèim air na meadhanan sòisealta?

Social media levels the playing field. I believe it’s as important for business as it is for democracy. Social media provides anyone with a keyboard and internet access to have a voice. Social media provides a means for good, honest businesses to build relationships with their prospects and customers. No longer is it ‘he who can afford the most advertising’ who wins. No longer do businesses have to pay huge percentages of their budgets to print and broadcast media to be found. Now they simply have to do a great job and the word will get out.

What marketer wouldn’t want to be involved with that?

Nota taobh: Bliadhnaichean às deidh sin, tha Rionnag Indianapolis air tòiseachadh a ’faicinn an t-solais cuideachd. Aon uair ’s gu bheil e air a mhealladh leis an luchd-deasachaidh, a-nis tha susbaint air a chruthachadh le luchd-cleachdaidh a’ fàs gu bhith na phrìomh raon fàis airson a ’phàipear-naidheachd. Dèan sgrùdadh air IndyMoms mar dheagh eisimpleir.

9 Beachdan

  1. 1

    Artaigil sgoinneil, Doug. Tha mi a ’tighinn bho shaoghal a’ chlò cuideachd. Gheàrr mi m ’fhiaclan ag ionnsachadh gu clò-sgrìobhadh air CompuWriter Jr. Bha stiall film fada air an rud le clò-bhualadh a bha a’ snìomh air cuibhle am broinn an inneil. Aon uair ’s gun deach litir a thaidhpeadh, cha b’ urrainn dhut a dhol air ais agus ceartachadh a dhèanamh. Dh'fheumadh tu an loidhne ath-sgrìobhadh agus a stialladh le làimh thairis air a 'mhearachd!

    Chaidh mo sguabadh air falbh nuair a thàinig teicneòlas a-steach a rinn am pròiseas meacanaigeach gu lèir “fèin-dhraoidheachd.” Le coimpiutair agus clò-bhualadair, chaidh an saoghal fhosgladh gu cothroman gun chrìoch, a ’toirt a-steach ceartachadh seòrsa-o mus clò-bhuail thu an duilleag (smaoinich air sin).

    An uairsin thàinig an eadar-lìn agus thòisich daoine a ’conaltradh ri chèile mar nach robh riamh roimhe. Tha mi an-còmhnaidh a ’cur iongnadh orm le doimhneachd is farsaingeachd tàlant is eòlas an t-saoghail. Gu dearbh tha na sgàineadh ann cuideachd, ach tha mi a ’dìon a’ chòir aca a dhol an sàs sa chòmhradh. Tha e brosnachail a bhith beò aig àm fìor ar-a-mach.

    • 2

      Ro fhionnar! Cha do thuig mi gun tàinig thu bho chlò-bhualadh cuideachd! Bha cùl-fhiosrachadh dealain / eileagtronaigeach agam agus bha mi ag obair air taobh duilleag a ’ghnìomhachais gu ìre mhath gus am bi fios agam cò às a tha thu a’ tighinn. Bha mi ann nuair a thòisich sinn air duilleagachadh agus fèin-ghluasad bho thogail dhuilleagan gearraidh is pasgain!

      Is e gnìomhachas inntinneach a th ’annadsa cuideachd a tha stèidhichte air teicneòlas. Tha mi a ’smaoineachadh gur e mion-reic niche àm ri teachd reic agus, ged a tha e làidir an-diugh, chan eil mi a’ smaoineachadh gum mair an “Super Store” deich bliadhna eile (co-dhiù tha mi an dòchas nach bi).

      Tha an dòigh anns a bheil thu ag obair air teicneòlas aig Eòin fhiadhaich gun chrìoch tha e mìorbhuileach. Tha na franchisees agad fortanach gu bheil iad agad!

      Mòran taing!
      Doug

      • 3
        • 4

          Hi Ravi,

          Nuair a bhios mi a ’dèanamh seiminearan air Blogadh Corporra agus Corporaidean a tha ‘ga dhèanamh ceart’, is e a ’chiad chompanaidh air a bheil mi ag ainmeachadh Sun agus Jonathon Schwartz!

          Tha mi air do bhlog a leughadh roimhe seo! Tha thu a ’dèanamh obair snog agus tha sealladh inntinneach agad air mar a tha teicneòlas a’ tighinn air adhart agus ag atharrachadh ar beatha.

          Taing airson iomradh!
          Doug

  2. 5
    • 6

      Hi Ivy,

      Is e Shel is Shel Israel, ùghdar Naked Conversations - leabhar a tha mi a ’moladh gu mòr. Tha fìor mhath aig Shel blog a tha a ’leantainn air adhart a’ sgrùdadh agus a ’beachdachadh air na meadhanan sòisealta.

      Agus tha e gu math snog! Tha e gu math follaiseach, fosgailte, onarach agus ri fhaighinn tron ​​làrach aige. Tha mi a ’smaoineachadh gur e fear de na ciad ùghdaran a chuir a cheàird gu obair a’ cleachdadh am blogosphere!

      Slàinte,
      Doug

  3. 7

    Is e làraichean meadhanan sòisealta an dòigh ùr sanasachd a tha ri thighinn, tha mi a ’creidsinn. Tha e iongantach dhomh mar a tha an eadar-lìn air a thighinn air adhart thar nam bliadhnaichean agus saoil dè a tha ri thighinn. Tha margaidh lìonra sam bith nach bi a ’cleachdadh làraichean meadhanan sòisealta a’ call a-mach air cothrom mòr airson barrachd gnìomhachais.

  4. 8

    Mar sin tha thu ag ràdh gur e eadar-obrachadh luchd-cleachdaidh am prìomh adhbhar gu bheil na meadhanan sòisealta cho cudromach? A bheil thu a ’smaoineachadh gu bheil an aon chothrom aig blogaichean no gu bheil iad a’ suidheachadh an ùghdair air plèana nas àirde na an luchd-èisteachd?

    • 9

      Tha an comas luach a thoirt seachad agus ùghdarras a thogail air blog… an uairsin a roinneadh agus a bhrosnachadh tro na meadhanan sòisealta na dheagh mheasgachadh. Tha na meadhanan sòisealta dà-thaobh, a ’toirt cothrom dhut còmhradh a dhèanamh leis an luchd-èisteachd no eadhon a’ toirt cothrom dhut do choimhearsnachd fhèin a thogail. Chan eil mi cinnteach am biodh an dàrna cuid cho cumhachdach às aonais an taobh eile.

Dè do bheachd?

Tha an làrach seo a 'cleachdadh Akismet gus spama a lùghdachadh. Ionnsaich mar a thathar a 'pròiseasadh an dàta bheachdan agad.