Lurker marketing. The next evolution in advertising?

2017-08-12 18:08
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by Tim Hughes | @Timothy_Hughes | LinkedIn

For those of you that don’t know me, I have 190,000 followers on twitter, all grown organically over the last eight years.  Even our company twitter handle DigitalLeaderA grows organically by 1,000 followers a month.

The secret?  Good quality content and engagement.

Think about this:

Last weekend, we went to my partner’s boss’s birthday party.  We didn’t know anybody (apart from some of her work colleagues) and we had all the time in the time in the world to talk to each other.  So we decided to go up to people and talk to them.  I’m a great believer that everybody has a story.  There were about 75 people there, so how did we decide who to talk to?

(I know for some people this is a scary prospect, but go with me on this.)

We went up to talk to the people who looked “interesting”.  We met a lady who is about to publish a book. Being an author she and I had plenty to talk about.  Then a guy who works for the British army and we talked about cyber attacks as a weapon of war.  And a guy who runs his own air conditioning company. 

They all had something in common.  They all had great content and engagement.

It’s no different on-line as it is off-line.

If somebody had run in and talked endlessly about their company, or tried to sell me something,  my partner and i would have made our excuses and got another drink.

It’s no different on-line as it is off-line.  Notice the pattern forming?

So, what has this got to do with “lurker marketing”?

My position on social, (which I cherish and thank people for connecting with me) means that I would be defined as an “influencer”.

This means that people “tag” me.  I’ve been tagged by Cisco, Dell, Indian Institute of Management, SAP, Oracle and more. Nobody asks permission, Nobody comes to me and says, I tagged you because of this or that.

Why are people tagging me?

I have no idea.  Well I do, really. It is because they have a white paper or a conference and I assume it is because they want me to read it, share it or attend the conference.  In other words, it fits squarely in the 1930s style of advertising.

“Here is something I want you to know about and I’m going to interrupt you to tell you about it”.

Often this is called “Digital Marketing”. Essentially what we have always done for the last 50 years but because it’s on-line it’s cool.  Like Facebook ads, PPC and tagging, it’s advertising and not social media.

To try and get to the bottom of why people started tagging me, I started contacting the companies.  And in all cases when I contacted the companies it stopped.  No conversation on why it started or why it stopped.  Nothing.

Now if you make a comment below or contact me about this blog and say you agree, disagree or whatever, this is an opportunity for a conversation.

So when I called up Dell, I spoke to a very helpful person in the call centre, explained the situation and he gave me the number of the Dell social media team.  The very same team that had been tagging me for weeks about, I must admit, a very boring Dell-centric white paper.  Something I could totally transform for them.  There was no answer.  They didn’t apologise (I’m talking the white paper).  They didn’t say, “Hey Tim, what did you think of our white paper?”

Nothing.

So come you lurkers out there in social media departments, stop posting and tagging and get into some real social.

Try conversing with your customers and influencers. Revolutionary I know.  But go on try it!

Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media StrategySocial Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.

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AVANTAGEHeadquarters
Organically grow the holistic world view of disruptive innovation via empowerment.
OUR LOCATIONSWhere to find us
https://dlaignite.com/wp-content/uploads/2019/04/img-footer-map.png
GET IN TOUCHAvantage Social links
Taking seamless key performance indicators offline to maximise the long tail.

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