Blogger demonstrates Top Three Trends in Marketing Communications

Related Categories: Social Media

Nigel T. Reid is a bit of an anomaly. He's part of the Net Generation. Average. He hasn't done anything quite yet remarkable with his life. He works as a quality assurance officer in a government ministry. He reads more than most of us, one book a week. He dabbles in poetry writing. He has a steady girlfriend- and likes hanging out on the Web. He has a profile on facebook. And that's exactly the point where we can halt the belief that he's just like the rest of us.

Reid has one of the most amazing followings on facebook. How do I know? Just follow his social media trail. Reid posts on his facebook with the voraciousness of a rabid dog. On any given day, he'll write two long-ish notes and when the mood strikes, he'll produce 3. But it is what happens afterwards that is amazing. People respond, in droves. They share Reid's notes with friends. And they invite their colleagues to comment. They leave stories of their own. On average the young quality assurance officers receives over 100 responses per day on his facebook 'blog'. It’s enough to make the seasoned blogger both envious and astonished. It is instructive as well that Reid doesn’t shy away from writing in the vernacular.

“I write on a range of topical issues on politics and relationships and I write in dialect often. I do standard English at times, but often interjected with dialect because I think most ppl find it easier to read how they speak and in ways they can identify with. So I want them to read serious topics in a way that encourages them to find it easier to provide their viewpoint. But in some topics I write as though I am writing a proper standard English piece. I have had quite a few ppl thank me via fb chat or via message that they are only on fb or come online so often to read just what I have written."

The 31-year-old demonstrates an important aspect of the kinds of conversations that are happening on the web and it is enough to make PR practitioners and marketing communicators not only sit up and take note but also participate, since these conversations and the kind of platforms upon which they happen are changing the very nature of our profession.

In the IABC conference in New York, this July, we learned that the social Web, and all the tools and services it continues to spawn, has forever changed

our professional game and it is best we understand the nature of the rules.

With the power of blogging and the social Web (aka Web 2.0), every business, and every professional, every individual has the ability to influence audiences and affect change like never before.

One only has to go back to Reid. The quality assurance officer no longer has a work place. He has a work space. His colleagues are not the ones in the cubicles next to his. They are virtual, on line and wired for the most part of their day. And they are engaging him, laughing at his jokes, sharing the gossip. And Reid is their leader moving their thoughts and their ideas along a continuum. This group is his stakeholders and Reid has unearthed several lessons about keeping them engaged, lessons worth tapping into.

1. Pull. Don’t Push Conversation

Reid comes from the Net Generation, the 12- 31 year-old age group, who are unafraid to try new things. They like conversations but it has to be two way. For them, conversation should be pulled rather than pushed. That’s an important revolutionary thought that can be adopted in marketing communications and PR. Instead of sending out mass emails and newsletters, collateral that people either ignore or discard. Consider an engagement strategy where listening is even more important than talking. To do this employ social media as part of a strategy. Get your stakeholders to befriend you on the social networks, sign up for your RSS feed and follow you on Twitter- in other words, offer value and merit, and build trust.

2. Add Mobile juice

Reid is never without his mobile, in fact for this interview I facebooked him and suggested he give me his responses within a week. "Are you kidding," he twittered on his mobile, "I respond right away" and proceeded to email back 10 responses to the questions I had asked. Reid never leaves home his phone and that makes him part of the 3.2 billion people in the world who are mobile subscribers. Think about it for a moment, do you know anyone without a mobile phone? According to Google they are more ubiquitous than cars or credit cards, so ubiquitous that it is called the most prolific consumer product ever invented. For marketing communicators it means a more effective way to converse, to publish pictures, emails, texts, Twitters, and blog entries. Imagine this in real time where most of your community is pulling and participating in conversation and sharing information. What a way to gain rich insights into consumer behaviour and stakeholder attitudes. One marketer described it as a perpetual focus group on steroids.

3. Market your content

Content Marketing may be the biggest shift for anyone who wants to engage an audience. Reid lives by this. In the beginning, he got very little response to his postings." I used to get about 3-8 replies. so I said let me write on topics that may cater to a wider cross section of my friends. That started slowly as well but more at the beginning of this year it started to catch on and people started to dig my style."

What Reid unfolded was a perfect content marketing strategy that gave him the results was looking for. Reid married his marketing ambitions (to make his writing matter) with the information needs of his target audience (other millennials, young bright persons in the office or at school looking for an immediate diversion). Reid employed a tagging strategy where he poked people who were on-line in real time, since they were the ones more likely to respond. And that's the entire purpose of content marketing, to get editorial based, marketing driven information directly to a specific audience.

Nigel T Reid says he has big ambitions. "I would like to expand what I do see what my potential really is, how far it can take me. There was a plan amongst a few friends to start a blog site dealing with a myriad of issues and including restaurant reviews, a travel blog and other things but I would like to make it a financially viable entity for myself."

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Can I note your note?

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Sure you can Nigel

# Posted By Judette Coward Puglisi | 12/15/08 4:41 PM

interesting article, Judette....read the entirety on your website....again, interesting

# Posted By Kyle Gerard Pilgrim | 12/15/08 4:43 PM

the question is, how do we get our clients to buy into this new thinking that is driving the rest of the world?

# Posted By Q D Ross | 12/15/08 4:45 PM

Judette..i like the concept...how do we translate this into a marketing concept? Love to talk to you about it.

# Posted By Donna Phillips | 12/15/08 4:48 PM

Quince, I'd start small. I find that when I halt my grandiose plans and introduce marketing communications changes in a small way with low budgets, clients tend to accept the ideas. The secret though is to always show how the small change adds value and meets the clearly outlined goals. Once that is done clients will spend more, once they see the result.

This week alone I had two clients requesting the production of You Tube videos and clever Intranet content.

I also intend to use mobile juice with our new office move. Instead of taking an add in the newspaper with the announcement, I'll use mobile juice and have personalised messages delivered on our client's mobiles via text and voice mails.

Clients are accepting change slowly, but it's a start

# Posted By Judette Coward Puglisi | 12/15/08 4:49 PM

cool.
i've also been thinking that we need to compile data.
clients also respond to hard figures, so if we can say "hey, you have the potential to reach xyz..." they can have a clearer view of how powerful and effective alternative media can be.

i think right now, using alternative media seems like a pie in the sky concept, even after mccann successfully launched tantra premium rum to a packed zen nightclub, promoted primarily by an exclusive website. but we don't have figures to justify the effectiveness of these projects.

# Posted By Q D Ross | 12/15/08 4:50 PM

Quincy, you are completely correct, every agency (PR and advertising) should have a research arm to measure clearly stated goals of campaigns. It's the only way to determine effectiveness.

If Mc Cann did a website then they should have had the in built metrics to determine unique hits and they should have prepared very brief survey questions to be administered the very night of the launch, perhaps as folks exited. The data could only be real valuable and of course justify bigger budget, if valid

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