8 Rules for the Social Web by Wild Orange Media

8 RULES FOR

THE SOCIAL WEB

DON’T BLAZE A PATH

eing a pioneer is a minority sport. Noteveryone can be first to carve a newpath because, by definition, most of the

world is made up of followers. There aretimes, rare times, when a first-moveradvantage can reap rewards. But moreoften the prizes go to those who intelligentlyfollow the barely worn path. They winbecause they can do it better than thepioneers even dreamed possible. Noquestion, being first carries immenseappeal; it’s exciting, bold, and sometimesnecessary. But it’s rarely essential. Fast-followers get to great places too.

ome people will try to convince youthat good marketing these days is allabout technology and metrics. They’ll

talk excitedly about apps, APIs, and Apples.They have KPIs for everything, and ascorecard to prove it. Having a basic graspof what’s hot and what’s not is important,but understanding the reasons why humanbeings do what we do is generally moreinsightful. Marketing done well is neither artnor science, it’s both. And the only facet oftechnology that marketers need tounderstand deeply is the bit that theiraudience interacts with directly. Thewidgets and code inside are no more than ameans to an end. Raw technology thatdoesn’t awaken a human heart can neverlead to a successful marketing campaign.

BE HUMAN

BUILD FOR TOMORROW

he financial markets may demandmonthly and quarterly reporting but

that doesn’t mean our marketing andsales plans must be equally short-sighted. Itcan take months, sometimes years, to buildand nurture human relationships. So itfollows that creating consumer affinity withyour brand may take just as long. Greatmarketers build their legacy for the longterm, not just for the next pay cheque. Theyunderstand that playing the long game isthe only way to create brands thatconsumers won’t want to live without.

REBUILD PERPETUALLY

he emergence of the social web andarmies of empowered, vocal consumers

has left many businesses trying to come toterms with their rapid fall from power. Thedays when marketers controlled the mediaagenda have gone forever, burnedirretrievably in a technology-fuelled flashfire. We now live in an age of enlightened,well-informed customers, with voices asloud as any expensive advertisingcampaign. But you’re not alone; mostorganisations are facing up to the samestartling realisation. How you go aboutrebuilding though is as unique as theorganisation you dream of creating.

ove them or loathe them, no-one candisagree that wind farms generate

sustainable energy that a growingpopulation desperately needs. Yourbusiness needs to be similarly long-sighted,setting out plans today that will serve thegenerations to come. Without a vision thatextends your brand beyond your short timein office you’re in danger of laying thefoundations for a future that neverhappens.

BE FARSIGHTED

e all like to think that we’re a bitspecial. We won’t ever need that

lifeboat, that’s for mere mortals. Butwe’re each as vulnerable and needy as thenext person. The only fool we’re fooling isourselves. The same goes on the social web;start pretending you’re something you’renot and consumers will sniff out yourinauthenticity in an instant. So begin byaccepting who you really are and beingproud of what you’re actually good at.

BE REAL

n a digital world, news spreads fasterthan the speed of thought. So the worst

time to start planning for a crisis is themoment when disaster strikes. Everyorganisation has a responsibility to plantoday for the unthinkable tomorrow. Thatmeans building active communities offriends and followers, nurturing influencersand knowing who will be there, right by yourside, when you need them most.

BE PREPARED

he tree doesn’t give up growing leaveswhen Autumn steals its canopy. And

neither should we resign ourselves tofailure just because something we trydoesn’t quite work out. With every attemptwe learn and grow stronger. The marketingrulebooks have long been torn up. We arethe authors of tomorrow’s triumphs. Wedecide how to regrow and we will never giveup.

GROW AFRESH

We combine classical marketing skills with adeep understanding of the ways society isshifting as consumers embrace technologyand the social web. We can help you cutsales and marketing costs and buildsustainable competitive advantage in anincreasingly digital world. Our strategicmarketing experts offer staff training, one-to-one coaching and executive speaking — allcustom built for your distinctive business andindustry challenges. We're here to help youmake sense of the impact that newtechnology, the social web and a growingpopulation of digitally-literate consumers arehaving on your business. Let’s get started.Get in touch to find out more.

WORK WITH EXPERIENCE

t Wild Orange Media we believe thatevery organisation can benefit from

becoming more socially-connected inour digital world. The value companies createappears more quickly when employees,customers and partners are empowered toexchange ideas and innovate. And with newsocial technologies making this way ofworking more cost-efficient and accessiblethan ever few companies can afford toignore the greatest communications powershift in generations.

8 Rules for the Social Web by Wild Orange Media

Business

Transcript of 8 Rules for the Social Web by Wild Orange Media