RBM: Your Marketing Message is now a Conversation - Elliott Easterling

Recently Facebook migrated its messaging platform to a threading model Before this change each message you sent to another party would create a new entry in your mailbox This produced an inbox experience that was cluttered and hard to navigate Treating messages as threads of a conversation is one of the features that gave the iPhone its mass appeal and one that Facebook was smart to adopt Facebook also combined its chat features with its messaging platform to make it one integrated product Now if you send someone a chat message and he or she doesn39t respond the chat messages is deposited to your inbox In essence all communication becomes one contiguous thread over time The idea of a standalone message starts to lose resonance For those who are socially engaged the overall conversation starts to take on meaning unto itself and it starts to develop its own value It is the sum of its parts and it reflects larger trends that need to be addressed by social marketingThis change brought about by innovators like Apple and Facebook is a paradigm shift away from the mailcarrier model to a more social web Traditional mail is sent as individual dislocated units I cut my teeth on datadriven marketing at Digital Impact now Axciom Digital In those days we were using data points to target consumers and send them highly tailored direct response emails We measured response and success in terms of open rates and clicksWatch it Live Social TVamp160Summit will be streamed live at MediaBizBloggerscom today at 9am PDTToday39s social marketing models require that brands think of messaging differently It requires that they move away from a push marketing mindset which is appropriate for other CRM channels and focus on conversational marketing The value of a socially targeted message is much more multidimensional Like push marketing targeting and segmentation can get you a long way to having your message resonate with your audience But in the social sphere the message39s value is also based on the conversation that it creates Successful social messaging creates conversational threads and also spawns new conversational threads Retweeting is a newly invented standard for messaging successIn the social sphere the message is also valuable in its ability to create public recognition and 11 connections with fans and followers A brand39s interaction with its constituents is one of the most valuable brandbuilding tools it has at its disposal Because these interactions can be both highly public and tailored to the needs of constituents they create goodwill that is hard to reproduce in other marketing channelsThe social web has introduced a new level of complexity for marketing messaging The required standards for developing communication strategies have never been so high We are proud to help some of the most demanding brands develop just these programs with resounding successElliott Easterling is CoFounder ampamp Chairman of the Board at RBM Elliott can be reached at eeasterlingredbricksmediacomRead all Elliott39s MediaBizBloggers commentaries at The BrickwireCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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RBM: Your Marketing Message is now a Conversation - Elliott Easterling

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