THE NEW WAY OF MARKETING – Working the Crowd


By looking at best practices from leading companies and reviewing what others are doing today in their engagement with the community, you can start to create your strategic plan. You can integrate community marketing and your learning from online user behaviours to engage, share and drive conversations with customers and partners online. Using social engagement technologies, you can explore how to create demand and excitement for Web 2.0 interaction. You can create new marketing and selling opportunities and you can gain new insights into your audience.

You can use conversational marketing to drive your own local marketing efforts to capture mindshare and increase satisfaction amongst your customers.

Perhaps the term ‘social media‘ has skewed your perception about this new form of marketing. Underneath the glitz, the viral propagation and the news, is this really the way that you want to communicate with your customers? Do you already engage in some form of social communication? Are you communicating with your customers, partners, friends and competitors? Are you helping out your community, are you working with your virtual friends? Are your friends amplifying your message or are you collaborating with intent? And if you are collaborating with intent, what is the benefit to you? What is the value to your customers?

Every link we share, every blog we post, every video we upload adds to community collaboration and contributes to the conversation.

Comments, rebroadcasts, interaction and discussion add to brand awareness. The ‘word of mouse‘, as Seth Godin terms this phenomenon, increases potential sales. An increase in sales leads to revenue growth and a better ROI for your digital marketing efforts. But before you launch your brand onto all of the engagement channels, you need to clearly define and develop your strategy and plan. You need a comprehensive plan and you need to define goals for what you want to achieve.

Once you have a strategy and an objective to achieve your goals, you need to think about how your brand will be perceived. In the next chapter we’ll start to think about your online brand.


  • Classified social media sites are useful for B2C opportunities.

  • Choose your site wisely. There are social networking sites for every purpose.

  • Getting your campaign to go viral can be very good for business.

  • Twitter can be used to broadcast and receive relevant news in almost real time.

  • Generation Y uses social media sites in a different way than older users, and this should be taken into account when planning marketing campaigns.

  • Conversational marketing increases mindshare and increases satisfaction.

  • Does your strategy take into account push—pull marketing and conversational marketing? It should.