What would you tell a Marketing Manager?
My new friend Jake the Community Guy has polled some thought leaders in his question for knowledge. He asks the following
“If you had 5 minutes with an inquisitive marketing manager, what would
you want to make sure they learned about working with fans/community?”
I talk to these Marketing folks all the time, in fact, just a few weeks ago I was one of them at Hitachi. Hers’s a few key points I would share, it’s an important message.
1) Communities have already formed, it’s up to the company to Join
2) They are not in charge, Let go to gain more
3) Learn to listen to the communities before joining.
4) Conversations over creating messages
Also, I would note there is a big distinction between fans and communities. Fans are a subset of a larger community, that may include detractors as well, and that’s important to know, identify, and engage.
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[…] If they do it right – they are in for one of the toughest but rewarding experiences of their professional career. It’s that whole “campaign vs. movement” thing. This isn’t some 3-month campaign that they can abandon and move on. This is literally rolling up your sleeves and digging in to people’s lives. It’s hard freakin’ work. But it’s so very meaningful, too. Be flexible. Not everything is going to go according to plan – and that’s a great thing. Movements are organic. They don’t follow a marketing strategy or fit on a flowchart. They are living, breathing things because they are dealing with living, breathing people. And those people will be your greatest ally – if you listen to them and let them in. To be flexible you have to realize that you aren’t in control and need to relinquish that illusion from the start. The sooner you do, the better.You are a part of the community, too. Not the director. Not the leader. And certainly not the owner. Remember that.Jeremiah Owyang […]