#HecklersHangout Number 3 – Ric Dragon Rocks The Social Marketology
We had a lively turnout at Hecklers’ Hangout Number 3, and Ric Dragon did not disappoint. Social Marketology provides an excellent blend of historical perspective on marketing as well as the increased impact of social media in the marketing realm. I read the book prior to the Hangout, and I’m thinking “where does this guy get all of these cool facts…and how did he manage to weave them all into a cohesive book?!?” Since I do not come from a marketing background, his insight into the psychological/sociological/ethnographical studies that helped shape “marketing as we know it” provided a great primer for me. I come from a software and data architecture background, so I thoroughly enjoyed learning more about A.C. Nielsen, Robin Dunbar, and a few other marketing theorists.
Ric took us through a presentation that described the Social Pyramid Diagram, and how each social platform addresses sections of that pyramid. Here is an example for Google+ (in deference to our using their Hangout feature for our online show):
We can use tools like this Social Pyramid to best determine how we should engage, as brands, on that particular social media channel. In some cases, we can use the pyramid to determine that a social channel is not suited to advancing our brand goals.
There was some heckling around the topic of brand “Voice”. In summary, Ric affirmed it is absolutely necessary to understand both the platform and the target audience before establishing the brand voice for a particular environment. However, even if a brand changes the tonality of the voice (for example, to appeal to a particular demographic or communication style consistent with a social channel), it is imperative that the message and the vision for the brand stay consistent.
As with any social media marketing discussion, the topic of ROI came up. Some hecklers take a hard-line stance that ROI can only be measured by the impact to the bottom line – did I move the needle and put money in the bank…or did I take brand protection steps to keep from losing customers? Of course, whenever some hecklers see an Excel spreadsheet that tracks the number of Likes/Followers/Subscribers, they get a little testy because they do not view “Chasing Likes” as a strategy.
We quickly blew through the one hour as Ric was getting into a great discussion regarding micro-segmentation. You gotta love a lesson that starts out with Farm Animals!! I will give you a hint: the book does a great job of illustrating how you can take a broad marketing segment (Animal Lovers) and get a lot more specific by asking the right questions (in this case the Airedale Terrier Club of Greater Atlanta).
Two other questions I wished I had time to ask Ric:
How did you come up with the idea of applying Agile methodologies to marketing? I come from the software development background, and I’m a strong proponent of agile project management, so I think it is a creative jump to apply agile processes to marketing.
Who came up with Indiana Jones for a DragonSearch marketing persona?
I love my Vickery Girls - and now grandsons! I am blessed in that I also love my job as a VP of Enterprise Solutions for ProKarma. I appreciate the convergence of big data and data visualization in our Pulse Analytics social listening and analytics platform as well as our core software / mobile app development, business intelligence, and test automation services. I enjoy teaching and coaching, watching football and basketball, and playing tennis. I graduated UT-Austin. You can find Brian on Google+.
I love my Vickery Girls - and now grandsons! I am blessed in that I also love my job as a VP of Enterprise Solutions for ProKarma. I appreciate the convergence of big data and data visualization in our Pulse Analytics social listening and analytics platform as well as our core software / mobile app development, business intelligence, and test automation services. I enjoy teaching and coaching, watching football and basketball, and playing tennis. I graduated UT-Austin.