New Approaches to Derive Strategic Advantages of Social Network Media Marketing

In an attempt to decode the social networking business prospects and to device the successful strategies for deriving advantages from the social media marketing, Bill Drummy, founder and CEO of the Heartbeat Digital presented his concept at “The Conference on Marketing” that was held last week.

The conference was sponsored by the “institute for International Research”. Several writers of repute and social commenter’s of high acceptance were also attending this conference. Eminent personalities of these included Malcom Gladwell, the author of ‘Blink’ and ‘The tipping point’, Seth Godin who wrote “the Purple Cow’ and “Permission Marketing’, Arianna Huffington who is a renowned political pundit and also the founder of ‘Huffington Post’ blog. Chief marketing officers of several major companies, corporations, and organization including GE, Kodak, and IBM were also among the attendees.

Bill Drummy expressed his deep inside views about the “Social Media Marketing (SMM)” in this conference. “Breaking the Code”, his deliberation’s caption was focused on the case studies and examples drawn from the companies like Unilever, P&G, and Sprint. Bill made an attempt to analyze both the successful and unsuccessful social media campaigns launched by these companies.

Bill Drummy has designed four specific themes that he categorized as “Social Media Marketing Fundamentals.”

The first theme highlights that one has to realize that the “Social Media is not advertising”. It is basically the audience that constitutes and prepares a base for distribution of the social media. This base audience must be converted in such a way that starts understand you and trust you. It must believe what you are saying and what you are referring to. One should never forget that in case this trust is established on commercial grounds then it will never work. If the audience starts feeling, sensing, looking, and smelling any thing that is having a commercial outlook you are bound to fail in your approach.

The second theme is based on the fundamental principle of “Honoring the Value Exchange”. According to this theme the whole concept of social media revolves around the audience. It is the main controlling factor. If this audience is to be associated with a particular brand they need to be offered something in exchange that must have a tangible value to them. Only this way the attention of the audiences can be drawn towards the brand. Bill Drummy highlights this thee with the help of a movie example, from the “Victoria’s secret and the Simpson’s movie.

“Being Narrow-Minded” is the third theme of Bill Drummy. Some unparallel and excellent opportunities have been offered by the ‘social media’. These opportunities specifically focused on targeting and segmentations. Unlike to the television media which is basically a one way communication works more like a ‘blanket’ to millions of the audiences across the world, social media is a two–way communication process that establishes a bondage between the audiences and you, says Bill Drummy. In true sense, you can be very focused with the social media in this sense.

Fundamental principle with the fourth theme of Bill Drummy is “Thinking beyond the Website”. It is actually centered on the flow of information and its increased mobility in the ‘Social Media’. “Don’t limit your thinking to websites”, says Bill. He cites the example of ‘widgets’ that have a great potential as a digital application. A typical widget has a tremendous moving capacity around the internet. In the realm of internet marketing these widgets present unprecedented opportunities for the marketers.

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