Going through some old “2read” bookmarks I just found that piece and I guess I have to share it.Actually Doug Firebaugh’s article starts quite disappointing: the 4 secret I’s of social media marketing… aha, checkmark, well, another avalanche of bullshit and wannabe-buzz. Not. It actually is a must read in my opinion: http://socialmediablogster.com/?p=578
Because it’s not about why social media marketing is cool and hip, but rather that marketing in general is about moving people. Or to put it in another way: change behaviours.
The 4 I’s are:
Sounds like a grind on the surface, but especially 2 and 3 are interesting.
Impact. What is impact. Impact could be “a) HOPE of solving a problem, b) A HOW TO, c) NEW POSSIBILITIES for their life, e) LITTLE KNOWN INFORMATION but applicable and highly useful information, d) A DISCOVERY”.
Call it impact, call it relevance, call it inspiration.. it is a matter of fact that it has to matter. In whatever way. However what we have here matters to me because it plays with psychological patterns and what Doug wrote could serve as sort of a framework helping to frame and organize marketing messages.Invite. This is even more important as this so called social media marketing is too much of a hype that many people take it really serious I assume. However the concept is not rocket science nor trivial: marketing is and shall be part of social interactions full stop. and therefore Invite – at least to Doug Firebaugh – means “take it offline”. And I totally agree. Digital properly combined with the real life is even more effective than the German football team at WC 90.
Moving people happens – active and passive
Doug’s concept reminded me of another idea why and how new habits, new behaviour emerges. Which is what has to happen when one wants to “move people”.
The point is that new habits only occur when passive and active interactions occur. First one has to generate interest, which is mainly a matter of messaging. But then the audience has to learn about that message, the new habit – this is an active role. The experience via trials follows the learning, but needs to be topped by (passive) reinforcement.
Social media marketing is exactly about that. Nudge people to talk about e.g. your product, then follow the conversation, take part, let them try your stuff… but always accompany your efforts by a strategic message. All this has to be organized in a certain pattern – otherwise one’s efforts soon will look very random.
Even though the 4 I’s are not as secret as the author might think, at least states, they still put some more or less common psychological knowledge into a easy-to-grasp pattern and might help us who tend to move people 😉