Salsa Scoop> My Day with the Marketers

My Day with the Marketers

Last week, I went to the New Media Marketing Conference offered by DMAW. My reason for going was that I wanted to see what for-profit's were doing with marketing in the days of web 2.0 goodness. Fear not, nonprofits; they're trying to figure out what we've been up to for the last few years. Most of the conference was about the basics of "new media". Should you have a blog? Answer: probably. The most rousing contribution came from CC Chapman*, who delved into just how wide the reach of digital media is for for-profit companies. People are blogging, posting, Twittering, and Facebooking about YOUR company. Angry is better than silent, so pay attention. The most interesting thing that I learned at the conference was how to measure the success of new media efforts. Here are the ingredients (and I apologize for not writing down who gave this presentation, but he was from Ogilvy.) Engagement and Reach -impressions -unique visitors -video's viewed Word of Mouth -number of mentions, posts, comments -number of tell-a-friends sent -inbound links Earned media -offline media mentions -online media mentions Search Visibility -higher search results -3rd party results Research -customer/stakeholder feedback -product sampling *I disagree with his insistence that Twitter matters. At least not for nonprofits doing the supporters-action-donations dance. If we're talking mobilization tactics al la Smart Mobs, then I could see it. I'm gonna put this one in the passing craze category. If someone would like to enlighten me, of course, this is the place to do it.


Why it Matters

Glad you got a lot out of my speech. That was the hope for it. To say that micro blogging platforms such as Twitter don't matter is very short sited. Just yesterday Google bought Jaiku which is another leading platform in this space. In real time you could communicate out and get feedback from people around the globe about your non profit. You could ask questions, gauge public interest or just keep people informed. Others could take your message and spread it to their network. For the time it takes to write a text message you are communicating out to people. It's not quite push or pull, but it is community. Is it the solution for everything? Certainly not, but it is something to keep an eye on and at least experiment with. If nothing else YOU should set up a twitter account. People get to know YOU and what YOU are about and thus find the nonprofit you are working with and connect with it. Happy to discuss further anytime. Especially if it is over coffee. :)

I'll take the bait

Fair enough--I've signed up for my own account. I'll report back on what I find! My main reasoning for thinking Twitter doesn't matter for nonprofits is that it looks to be a flood of over-stimulation. If I Twitter about my breakfast, my walk to work, and my cat, then does what I say about nptech get lost in the shuffle? If I'm "following" hundreds of people on Twitter, how do I filter through what they're writing for important stuff I care about?


The emphasis on the basics of "new media" and the question of whether having a blog is essential underscores the evolving nature of digital marketing and the need for businesses to stay current with trends and technologies. id

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