Web 2.0 Rule #6: To win at Web 2.0 (and win over Web 2.0 audiences), don't think technology--think PEOPLE.

Note: This post is part of a current series for both B2Bs and B2Cs that explores 10 (Essential!) Rules That No Marketer Should Pass The "Web 2.0 Go" Without. All posts in the series are archived here. In this post we illuminate:  

Web 2.0 Rule #6: To win at Web 2.0 (and win over Web 2.0 audiences), don't think technology--think PEOPLE.

The suite of Web 2.0 (or “social media”) tools are actually quite simple. If they weren’t, the adoption rates wouldn’t be as high across mainstream audiences. People can set up a Twitter account in ten minutes or create an entire blog within a handful of hours. The tools are simple--it's the transition that's tough for marketers. 

Why so tough? Because given these two-way tools and their “human” implications, marketers need to learn entirely new ways of talking, interacting and building relationships with their markets. You see, while the tools are steeped in technological innovation, it’s a very personal medium--or as I like to say a very “human set of media." After all, these media enable people to connect across countries and continents to form dynamic communities within which members engage and further grow their communities, as well as give rise to entirely new communities.

When I’m speaking to audiences on social media or training clients on the transition to social media, I often say, "I’m not really here to teach you about technology but how your brand can become more human, it's just that technology facilitates the process." That one usually gets a few chuckles. Especially since I’m throwing around terms--like blogs, microblogs, wikis and widgets--that sound far less human (and much more alien).

But I explain that, even in this high-tech era, companies are still marketing to people... it’s just that they’re using new technologies to connect, communicate and build relationships with them. Thus, ironic as it is, these breakthrough technologies push marketers to become more “human” (and far less “techie”) than ever before. So, in order to win over Web 2.0 audiences, they'll need to score highly on the human angle, not the technology front.

I also explain that, amid all of Web 2.0's newfangled tools and other-worldly features, we need to remain VERY mindful that *people* are on the other side of them, and naturally want to be treated as such. And I clarify that while the press and industry are busy talking up the tech advancements, the true story of social media is not the technology. Nope. The real story is that, given these tools, people are actively using them to swap their ideas, feedback, preferences, passions, stories, likes and, yes, dislikes. And the reason they’re doing so is to serve the very core, very human need to connect with other humans. Thus, if a company wants to connect with people, they need to be human, too. Otherwise, just like a lifeless ad, they’re going to be ignored (or worse, mocked).

To that end, here are five key practices to keep in mind as you move your brands into more human territory through these tools:

1. Speak with people, not at them. The Social Web is truly a zillion conversations occurring across a million communities (and as covered earlier, it's best to view the Social Web as a region, not another marketing channel). You wouldn’t speak with people in a conversation like you do when talking at them through an advertisement; the very same practice applies for social media. You’re more of a “first-person marketer” so be mindful of the way you’re talking and that you’re not pushing a sales pitch, but fostering an exchange of information.
2. Switch from broadcasting messages about your brands to crafting conversations around your brands. It used to be that companies worked to connect their brands to target audiences. But with social media, marketers must now work at connecting their audiences to each other--in hopes that those connections yield discussions, recommendations and, most important, new purchases of their brands. Much as we covered in an earlier rule of making your market the star, you need to give thought to how aspects of your brands can encourage conversations, solve problems, offer entertainment and other points that are conversation-worthy (many different angles are highlighted here).
3. Cut down on the buzzwords and cut out the “corp speak.” Learning how customers actually speak can be a big learning curve, because people don’t speak in buzzwords but marketers sure do! Pay close attention to the way your target audiences speak in their comments, on their blogs, on Twitter and in their use of other Web 2.0 tools and that will give you a reality check on how to align your messages. I'm not advocating that you become less professional in your lingo and tone (especially for B2B companies)... just far more relatable to your audiences.
4. Highlight corporate personalities (not just “brand personality”). Your organization will need to decide who/whom will represent your company online as they’ll (literally) become the face and voice of your brand and should use their face and voice when speaking with customers and communities. Think about it like this: it's hard to carry on a conversation with a corporate logo, but it’s easy to talk with a person.
5. Involving and inviting customer feedback is now a 24/7 way of doing business. Involve and invite customers into your brand, not just through the customer satisfaction surveys and scheduled focus groups of yore, but through inviting their ideas on improving your brands and creating new offerings. And give special attention to creating collaborative programs where they can use your brands, or leverage your competencies, to help make their lives and work easier or better (a recent example of a collaborative B2B program where the community helped direct the initiative is right here.)

To be sure, in humanizing brands there are many components for companies to plan and assess–-like who (or whom) will be the brand’s spokesperson(s), what content in particular will be valuable to audiences, which specific program(s) will have the highest impact, which messages are key to communicate... and how to integrate those specific messages without sounding like a walking billboard in online conversations.

Phew!

Yes, it's a HUGE transition, yet it's astonishing just how much falls into place when companies accept (and practice) the very basic human premise bolstering these very “human media." So when making the transition to social media, don’t focus on technology, focus on *people* and you’ll be well on your way to connecting with those very people your brand needs to win over.

More posts providing insight and direction stemming from this rule:

• Learn about the main barriers to humanizing brands right here.
• Learn how to cut down on "buzzword bingo" right here.
• An online radio show segment focused on "Keeping the (social) conversation real" is located here.
  

Rule #7 comes your way next....

(Psst! all posts in this series are archived here)

Social Media Tips • Social Media *Extras* • Social Media Training • Contact CK

Comments

[John Spence]

CK -- you have nailed it here. It is NOT about the technology - it is about adding REAL value. It is not JUST the content - but also the INTENT. I posted a very similar point on my blog.

I am constantly approached by other professional speakers/consultant/corporate trainers who ask me for the “secret” to being successful in that business – here is my reply:

“I get dozens of speakers / trainers/ consultant asking me all the time, “How do you get so many engagements every year – and all at such good rates?” (I did about 90 sessions last year) The answer I give them is straightforward: do NOT worry at all about selling programs. Worry your ass off about being the best presenter you possibly can be. Worry yourself to death about always delivering maximum value to the client. Drive yourself crazy worrying about being incredibly well prepared and totally focused for every presentation. Have a nervous breakdown worrying that your work is so good that the client will be overjoyed they hired you. Worry about all that stuff – and you will never, ever have to worry about being busy. Your clients will keep you booked for months in advance – at whatever reasonable price you want to request. Be fantastic in the information and presentation and the rest will take care of itself. That is honestly the secret!!!”

I believe the same idea applies for having a superb blog. Cool technology with crappy content = no readers. So don’t worry about the design, the flash plug-in, the links, the RSS feeds, the tweets… UNTIL you have worried yourself crazy about only putting out honest, real and highly-valuable (as defined by your readers) content. If you have AWESOME content that drives great conversations and strongly resonates with your readers – 99% of the work is done!

To see the full blog go to: http://johnspence.com/blog/?p=21