Thanks for the comment (and the list!), and your right, the marketing fundamentals need to be covered too. However I think the big thing is not to be trapped by them – I value process and diligence – but new thinking comes from breaking some of these models. After all our audience is moving at twice the speed we are… so we need to think different [and fast] so having an inherent knowledge gives you that. I think the big opportunity is training the digital savvy in offline media to really 'connect the dots' it seems the other way round is far more of a challenge…

I guess the killer 'model' or 'process' has yet to be cracked, but lets keep having a go.

Thanks for your thoughts on the list.

I think the idea of 4 is to cope with the amount of agencies 'moving in' to social media. A heritage of excellence is what I'm talking about since social media, like most other 'new' online disciplines is ripe for exploitation by those looking for a quick buck. A proven record in performing in other online fields suggests, yes, the emotional stuff like passion and professionalism should be taken care of, but so should basic marketing skills – understanding consumers, understanding online, and understanding clients, for example.

Cheers,

Phil

Facebook is like a training ground for the masses to learn 'basic' web publishing skills… then they go forth an conquer Twitter, Wordpress etc….

Dominant for sure.

Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.

While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.