LEARNING NEW MARKETING TECHNIQUES BY UNDERSTANDING

NEW MEDIA SOCIAL NETWORKING NORMS

TribesBy Seth Godin

Micro-movements

Ignite a micro-movement and watch how the Followers propel the movement.

Consists of five things and six principles:

1.Publish your “manifesto”2.Make it easy to communicate with you3.Make it easy for followers to communicate with each other4.Realize that money is not point of movement5.Track your progress

•Transparency•Bigger than you•Growth

Principles• Status quo must go• Exclude outsiders• Build up your followers

Tribe Dynamics

Often the “religion” gets in the way of the faith. Static gets in the way of the motion. Rules get in the way of the principles.

Tribes are the most effective Media channels ever crated, but they are not for sale or rent. Tribes don’t do what you want; they do what they want, which is why joining and leading a tribe is such a powerful marketing investment.

Question

When does 7 = 350,000,000? World Wide Rave – David Meerman Scott People love to tell stories Cindy Gordon, Vice President, New Media Marketing,

Universal Orlando Resort New Harry Potter theme park How to advertize?

Old rules? (Super bowl ads? Blimps? Direct Mail? Newspaper and magazine ads? The internet?

NO She just told 7 people.

When does 7 = 350,000,000

She chose (through the help of Warner Brothers and J.K. Rowling herself) the top seven HP “fans”

They were invited to a “top-secret” webcastGordon said, “If we hadn’t gone to the fans

[our tribe] first, there would have been a major backlash.”

Soon after this event, the Gordon team sent out an e-announcement to all in-house previous guests who had given their e-mail address and so on and so on.

The Secret of Being Wrong

… isn’t to avoid being wrong

… is to be willing to be wrong.

The BIG SECRET is realizing that WRONG isn’t fatal.

THE ONLY THING THAT MAKES PEOPLE AND ORGANIZATIONS GREAT IS THEIR WILLINGNESS TO

BE NOT GREAT ALONG THE WAY. THE DESIRE TO FAIL ON THE WAY TOWARD REACHING A BIGGER

GOAL … IS THE UNTOLD SECRET TO SUCCESS.

The Secret of Being Great!

Examples: Wikipedia, Youtube, Linux

What do followers want in a leader

What people want in a leader is hard to find. They want someone to listen. They want to be sure that they have been heard

Listen, really listen, then decide and move on.

Success before commitment. . .

IF YOUR ORGANIZATION REQUIRES SUCCESS BEFORE COMMITMENT, IT

WILL NEVER HAVE EITHER.

Quotable quotes and end results

“You can’t manage without knowledge…”“You can’t lead without imagination…”“Perfection is an illusion, one that was

created to maintain the status quo…”

“...it is better to be first than it is to be better.”

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