Peer Factor

In his epoch-defining book, The Long Tail, WIRED editor-in-chief Chris Anderson explores the statistically rooted theory of the same name. He suggests, “Our culture and economy are increasingly shifting away from a focus on relatively small number of hits (mainstream products and markets) at the head of the demand curve, and moving toward a high number of niches in the tail.” He romances this theory in the context of dominant market forces, including the diminishing physical requirements of distribution and the proliferation of individual content producers empowered by the Internet and new media technologies. His clarifying point is critical,“The Long Tail starts with a million niches, but it isn’t meaningful until those niches are populated with people who want them.” Ay, there’s the rub.

The Democratization of Production and Distribution.

Everything really comes down to the basic economic concept of demand and supply. The difference now is that the cost of reaching niches is reducing dramatically -– thus driving the democratization of production and distribution. In his addendum chapter, Anderson addresses the “the Long Tail of marketing.” The premise of this chapter is that the fragmentation of markets is requiring the fragmentation of marketing. More important, as I have proposed in earlier posts, the user-driven Web is turning the paradigm of traditional marketing communication on its ear.

“(With) individuals trusted more—institutions trusted less—the most effective messaging comes from peers. Nothing beats word of mouth, and as we’ve seen, the Web is the greatest word-of-mouth amplifier the world has ever seen.”

Understanding the Dynamic of Influence.

The integration of the multimedia Web and mobile technologies has forged a brave, new frontier. The medium is really no longer about the message. It’s about the relationship. Therefore, businesses and institutions must shift focus away from managing the message and move toward relating with the influencers. This means leveraging personal affiliations, relationships, and their voices. It also means listening and monitoring through resources, such as:

TechnoratI
Google Trends
Social Networks

The hyperlink is, indeed, the new response device. Traditional metrics, such as audience size and readership are becoming increasingly stale and even irrelevant. Now, response is measured in real-time interactivity—clicks and click-thrus. Action. Anderson says “The hyperlink is the ultimate act of generosity online.” Placing a hyperlink in content signifies tacit endorsement of the associated content and simultaneously gives the author a new brand of authority—the power to refer.

The Power of the Peer.

Given this new focus on the influencer, we as fundraisers could not be in a better place. The development “sweet spot” has arrived. We know that that people give to people, not institutions. And now, the cultural evolution of communication is giving our volunteer fundraisers more power and influence than ever before.

We just need to find the right tools to make them the most successful “askers”— and us the most effective “impresarios” of generosity. Let us know what you think. Ask a question, or leave a comment. Tell us know what you are doing to lake advantage of this rare moment in history.

Elaine Gantz Wright writes about social media that matters. Find her at elgantz@ yahoo.com

Listening Lessons

ElaineGantzWright’s blog is for people interested in using the Web and online marketing to drive social change. Elaine covers social media for nonprofits, philanthropy trends, online giving, cause marketing, random life musings, and more. Find out more at SocialFuse.

“To listen well is as powerful a means of influence as to talk well, and is as essential to all true conversation.”
-Chinese Proverb

ear
I attended a meeting of social media aficionados last week—the Dallas Social Media Club. It was a vibrant group of new-media-savvy folks with cutting-edge interests and razor-sharp wits. I loved the energy in the room and the combination of slightly smug awareness and wide-eyed curiosity about what might replace Twitter as the next techno-networking phenomenon. Officially, “the Social Media Club Dallas focuses on social media practitioners in corporate, agency, and PR roles—primarily interested in how the medium to large enterprises are leveraging social media to reach, engage, and most important, drive revenue.”

Interestingly, but not surprisingly, Thursday evening’s confab consisted primarily of “vendor” types—as the speaker, Chris Vary, VP of Weber Shandwick’s Digital Division, noted when he conducted a quick poll of the room. I think this strongly indicates that the social media charge is still led by the practitioner-evangelists, and that most businesses, small to large to small (including nonprofits), have still not seen the proverbial light. On a practical level, they have not figured out how to integrate it into everyday operations.

As I have posited in past posts, I believe this is because it is more than a change of media. It is a change of mentality. That’s a tougher paradigm to shift. Clay Shirky is one our most articulate voices around the gestalt of this communication transformation, yet it’s still a bit slippery.

As I interact with nonprofits and small businesses, I struggle to identify ways to provide high-value impact. So many complain that they have set up their various social platform accounts on Facebook, Twitter, and Linked In, but they sit dormant—like throwing a party and no one attends. Still, nonprofits and for-profits are tentative about investing—staff time, budgets, mindshare to the care and feeding of these communities without tangible proof of ROI. I was amazed when the PR big wheels at Weber Shandwick had to cajole their Fortune 10 client— General Motors, to commit to social media. It took three years. They had to construct some sort of elaborate expense metaphor quantifying projected Google pay-per-click costs.

So, more and more, I’m thinking it is really all about listening. I’m not too keen on the concept of “active listening,” because I think that is redundant and a little cheesy, as my teenage sons say. “Passive listening” is simply not paying attention in my book. (That reminds me of some relationships I’ve had.) That said, I think businesses should first approach social media as a listening tool, as opposed to a communications tool—an ear as opposed to a mouth. I think that helps marketers diminish some of the execution-related tension. All of the social media gurus—from Beth Kanter to Seth Godin, recommend starting with listening. However, I’m now thinking this should be the fundamental objective—allowing other opportunities to blossom.

Really, social media is a gift to market research professionals—a way to gather real-time and real customer feedback inexpensively. Then, the way we respond can dramatically enhance, strength, and embellish our brands in this new context of conversation. Crafting the response becomes the artistry. We can provide customer service, build relationships, or even soothe the ruffled feathers of cranky influencers/bloggers. This must be authentic, customer-validating, spin-free conversation.

Chris Vary talked about the new PR being the “virtual newsroom.” He is definitely on to something. We as public relations and communications professionals must me become more like monitors than marketers. Great places to start include: (Begin with the free ones.)

Technorati
Google Alerts
Social Mention
Delicious
Twitter
Radian 6

RSS feed rules:

Your feed dashboard becomes your roadmap. Set up Google Reader, iGoogle, or Bloglines to track—organization names, names of key leaders/board members, other players in your space, industry terms, your URLs, possible controversial subjects, etc. Get creative with keywords. And as Beth Kanter advises, involve the entire operation in the process. Here’s Beth’s great presentation:

Move social media out of the silo of the communications department. Empower all of your employees as listeners. Then, your social media strategy looks more like a training initiative for your various constituents and stakeholders. Brainstorm keywords, learn how to respond effectively, and handle red-flag issues. This is where social media gets organic, integrated, and exponential in impact.

Are you listening?