"Earning the Right to Ask a Favor" - Bookselling in a New Media Marketplace #socialmediamarketing

In a recent post, re Social Media Marketing

I used the term "earning the right to ask a favor" as related to the "new selling process" ... because there is an expected exchange of value in the new media -  in regard to social media interaction & communication.

Trust relationships are enabled much faster and information given or shared demands greater accountability because of easier verification - and because the conversations occur "in public".

The "give and give" nature of the "social media conversation" makes the "asking" a mutually beneficial transaction.

I have continued to ponder those words and the ongoing conversations that are focused on Social Media Marketing...

My comments today in one of those conversations...
re Social Media as a "new tool" - and, as related to comparison with traditional media and usage that engages and produces a tangible, measureable result...

IT simply IS right now...and, we are all trying to figure it out.. and, make the best use of IT as we go... using best practices from "traditional approaches", integration with "traditional promotional media vehicles" - where it applies, innovating where it doesn't, and all learning as we go... while there are definitely no hard fast rules, on HOW TO best utilize Social Media tools for marketing success, we are certainly learning many NOT TO's/DONT' DO'S in the process...

"For the long term, the value for marketing on social networking sites may be simply the ability to reach niche groups via advertising."

How to Use Social Networking Sites for Marketing and PR - NYTimes.com

What is the new marketplace?

• Social Media Networks -Online Interaction
• Blog Publishing 
• Niche Grouping - Niche Marketing
• Direct Online Selling

What NOT TO DO - in the new marketplace

"Bullhorn Marketing"

Unfortunately, this happens way too often...
Some jump right into the "free online platforms" and begin to "shout out" information... assuming that everyone is just going to be so excited & interested in their product, book, money making group, etc. - simply because they put it out there...

that is in fact the fastest way to get tuned out... and, is what most of us feel is so invasive about "traditional marketing"

that is...marketing "shouting at us"
from billboards, on the radio, magazines,
newspapers, direct mail,
and into our living rooms via the TV...
...none of us as a general rule, like to get "shouted at"...

So, how DOES one "earn the right to ask a favor..."
in the new media environment...?

1. ask questions,
2. engage in conversations,
3. get to know people... their interests, concerns, & needs, etc.
4. be genuinely interested
5. don't just “tell at people...”
6. develop real, meaningful relationships
7. "give &  give" rather "give & take"
8. provide helpful solutions as a natural by-product of meaningful social relationships...

What is currently working for you?
What things do you prefer
- about traditional promotional vehicles?
What are some new opportunities
- with emerging media
- that were not previously available?
How are you integrating
- new social media technologies
- into a broader
promotional & marketing
planning process?

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