Brand Management, Content Marketing, Marketing, Sales, Social Media, Stories

The P for People

What would you charge to introduce a total stranger to a dear friend?

I’m pondering this question since I stumbled upon the term “transactional social media”, which I understand as “social media with the primary aim of converting non-customers into customers”. “Transactional social media” may sound like a contradiction in terms, like selling hard…. to friends – but that’s exactly where we’re heading. At least that’s what services like Zuberance and NetAffinity seem to suggest, which enable automated social network activation, spot influential preference, drive peer-to-peer (social) recommendation and (business) introduction.

The basic idea here is that a friend’s advice is followed 90 per cent more often than a stranger’s (i.e. seller’s commercial) call-to-action. Which makes sense.

Do you remember the times when Nike and Sony (man, they used to be so cool!) would supply influential teens with free product, just to get to the other members of their peer group? I think they called those tactics “member-get-member”. Those where bedtime stories compared to what we’re about to witness in social space. The opportunity is just too big, fat and juicy; the social data mining technology too readily available and powerful.

It’s about time we marketers (re-)define the 5th marketing P: People (Preference, Psychology). Because more than ever, to get to people, you need to go through people.

In social space, ordinary people can quite easily be turned into resourceful sales reps. It’s just a matter of applying the right triggers, penalties and rewards.



2 thoughts on “The P for People

  1. Excellent blog! Do you have any recommendations for aspiring writers? I\\\\\\\’m planning to start my own blog soon but Im a little lost on everything. Would you recommend starting with a free platform like WordPress or go for a paid option? There are so many choices out there that Im totally confused .. Any suggestions friend? Many thanks!

    • Hi James, thanks for spending time on my blog! I am no expert on the various platforms around, but if you are getting started, I recommend to go for a free blog like WordPress or Typepad first, and see how you like it. You can always choose to host your free blog on your own web domain, or migrate to a more advanced platform later on. I tell you, the hard part of blogging is not which platform to choose; it’s the actual writing, finding compelling topics and angles, and the “keeping it up” that most bloggers find most challenging. Good luck – drop me a note once your blog is live, so I can have a look. Rgds, Kees

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