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After doing this awhile, you get to see the signs of the self-promoter and the quick name-for-themselves artists. You also – with more rarity – get to meet the real deal. So, I was very pleased when he agreed to sit down and chat on topics ranging from the new directions for marketing, listening and relationships, and why “lurking” in social is a good thing....
What a superb interview with a thoughtful social marketing leader. Social CMO Ted Rubin shares a range of terrific insights:
- "Bloggers, or micro-publishers are totally democratizing content and creating what truly is “New Media.”
- "Consumers now have a heavy hand in the control of your brand… it is now “Generation WE,”
- "For years, PR was about control of the message. Say as little as possible and control it yourself. Now, with social media, it has been turned on its head – other people control and can freely comment on or interact with your message and share their feelings or perceptions."
- "Social media is not a passing fad… and influencers are emerging every day. Welcome to the ‘Age of Influence,’ where anyone can build an audience and effect change, advocate brands, build relationships and make a difference."
- "If you allow your employees to listen and really hear what is being said, you actually give them the ability to build relationships with your brand’s supporters and your detractors. This is your ability to build digital relationships."
- "What I see happening is that you will gain a lot of traction with the so-called “lurkers” – the silent observers – in your communities and not just with the people you are directly engaging with. Lurkers are engaging with you by watching how you interact with your communities. These are some of the most important people in your network."
- "Relationships are the new currency… the digital revolution has turned marketing on its head"
- "ROR isn’t a new concept in marketing; it’s the value that accrues over time through loyalty, recommendations and sharing."
- "Do not underestimate the value of those who simply lurk, search, and absorb content."
- "ROI is simple $’s and cents, ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing."
Just read the post at Forbes and you'll be inspired by RubIn's fresh ideas. I'm looking forward to reading his book.