Social Media Marketing When Is My Underwear Size Disclosed
Podcast Interview with Christopher S. Penn
I recently managed to capture 20 minutes of Christopher Penn’s time for an insightful social media podcast interview. Below is a summary, but as always, I don’t transcribe a podcast interview word for word. There is three times as much insight and content in the full podcast interview. Just click the play button above, or listen to it in iTunes. While you’re there, please write a review if you’re so inclined. Thanks!
Chris is V.P. of Strategy and Innovation at Blue Sky Factory, co-founder of Podcamp, the co-producer of the popular Marketing Over Coffee podcast as well as adjunct professor at University of San Francisco. We covered six topics….
Why is Email Marketing is So Popular?
I cringe when I look at my email inbox. I asked Chris why email is so popular for marketing. His response is because as marketers we work hard to connect with people. Yet, usually people you connect with are not ready to buy what you’re selling, but they are ready enough to get something you offered via email. It’s psychology. It’s a “mini yes” on the way to the sale. Inbound marketing requires getting people to come “in” to us. Email marketing allows marketers to keep in contact and nurture a relationship on the way to a yes, or multiple yeses. Email is also the backbone of social media. You find your friends using your email address. You log into social platforms with your email address.
Chris is quick to point out your email database is your only asset. If you have lot of Twitter followers or friends on Facebook, you don’t own those. Twitter or Facebook owns them. They could (theoretically) disappear and those connections would be gone. The list you build is an asset. You own it.
Why is Podcasting Not More Popular?
I suggested that podcasting is really Internet radio. Chris disagreed and convinced me that it’s not. Podcasting is an auto download. It allows people to time shift the delivery of content. For example, you receive the Find and Convert show when it’s ready. Edison Research has conducted much research on the state of podcasting. Their data shows that podcasting has grown from 11% in 2006 to 23% in 2010 as the percentage of Americans that have ever listened to a podcast. The podcast listening audience is now bigger than ever with the ubiquity of devices and technologies allowing podcast consumption like iPhones, Android phones and even Google Reader.
When Is My Underwear Size Disclosed on Social Media?
Our conversation turned to social data. Chris has some frank advice for all of us. Privacy settings are meaningless. He says don’t put anything on the Internet you don’t want people to know about. Nothing is private online (including your underwear size if you publish it). There is no such thing as privacy on the web. Chris points out how even in some large cities in the U.S. and Europe, the use of closed caption cameras record your activities. Online we have limited control over the privacy of our data. Privacy is an individual issue. Companies can try to guarantee privacy, but with limitations. You, and only you control what you put online.
The Location Based Services World is Exploding
Location based services (LBS) is growing rapidly and is hugely valuable to a local business. The online wars for LBS are largely between Google, Facebook and Apple. LBS is currently more valuable in B2C. For example, LBS allows retailers to measure traffic in a local store on Tuesdays versus Sunday. That kind of data can help marketers understand consumer behaviors and use it productively. If LBS becomes ubiquitous it will become more valuable to B2B. LBS is still in its infancy, but has lots of potential for marketers.
Let’s Pretend it’s 2020
I asked Chris what conducting business in 2020 might look like. He believes the biggest macro trends will be around environmental issues in large part because we’re getting close to peak oil capacity and the world’s population may have reached about 10 billion people in the next decade. Climate changes will continue to be a factor. There will be less business travel and more virtual conferences. Over the air technologies will become more common. There will be more use of lightweight mobile devices with high quality over the air 10-gig connectivity. This is in stark contrast to today where we have to locate WiFi hotspots to access the Internet.
My conversation with Chris was very enjoyable. He’s one of those guys who knows much about a lot of subjects. He has a blend of tech and marketing know-how. And, he’s a genuinely nice guy. If you run into him at a conference somewhere, you’ll experience that yourself.
Chris’ upcoming speaking and travel plans include the Inbound Marketing Summit in Boston, Oct 6th and 7th. I suggest you visit his Awaken Your Superhero blog and his popular Marketing Over Coffee podcast.
To listen to my entire podcast interview with Christopher Penn, click the play button above or subscribe to it in iTunes.
I invite you to subscribe to my blog
by RSS or by email in the upper right.