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!
It 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.
Anns 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.
Thòisich 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.