Duct Tape Marketing - Latest Comments in The Hierarchy of Social Marketing

Re: The Hierarchy of Social Marketing

straightener — Wed, 02 Sep 2009 22:23:44 -0000

Thank you summary of all this info.Each social media technology is a tool. Some tools will work for your business, some will not.I agree with a lot of your writing.
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Re: The Hierarchy of Social Marketing

Tom Teece — Fri, 27 Jun 2008 20:30:21 -0000

I bought my first computer in 1984. Now I'm just starting to scratch the surface of social networking. But I enjoy learning new things. The comparison to Maslow's hierarchy and the old Dept. of Health food pyramid helps us older-newbies understand the basics and where to start in this new cyberscape. Thanks.

Re: The Hierarchy of Social Marketing

ducttape — Wed, 18 Jun 2008 12:38:23 -0000

@Jasper - thanks, maybe we'll take over the term

Re: The Hierarchy of Social Marketing

Jasper — Wed, 18 Jun 2008 12:35:09 -0000

Nice pyramid. It works.

You probably should, however, refer to all of this as "social media marketing," not social marketing, which is a recognized marketing discipline (usually non-profit based) dedicated to affecting social change.

http://en.wikipedia.org/wik...

Re: The Hierarchy of Social Marketing

meredithe — Sun, 15 Jun 2008 09:42:59 -0000

Thank for this post. Many of my clients get so lost around social marketing. They feel that they need to do "everything" so they end up doing "nothing". Your pyramid provides a clear, well-reasoned path for people to follow.

Re: The Hierarchy of Social Marketing

SEO Pune — Fri, 13 Jun 2008 03:26:21 -0000

Great way to explain the theory. Neat diagram.The main purpose of SEM is to increase your presence and popularity on the internet, which will eventually convert to increased traffic.

Re: The Hierarchy of Social Marketing

ducttape — Thu, 12 Jun 2008 16:59:11 -0000

@Crotch - I agree completely and technically if all you are doing is considering RSS as plumbing. Let me ask this, how did you find this post? An RSS feed I'm guessing and now here you are getting all social with this community.

In this sense I'm referring to the broader application of RSS technology to enable social media for readers, commenters, aggregators and filterers.

Re: The Hierarchy of Social Marketing

Crotch Rider — Thu, 12 Jun 2008 15:58:10 -0000

RSS isn't "social" anything; there's nothing interactive about it, nothing user-generated about it, it's simply a content delivery protocol like HTTP, FTP, SMTP, etc.

Re: The Hierarchy of Social Marketing

Paul Simister — Thu, 12 Jun 2008 13:35:33 -0000

Interesting analogy at the bottom - blogging is like sex - but at least I understand now why I am addicted.
It is an excellent summary of the different social marketing avenues and a useful prioritisation.

My concern with social media is the time that it takes so much time and returns are delayed and not immediately measurable.

Re: The Hierarchy of Social Marketing

Chris Bergeron — Wed, 11 Jun 2008 14:13:25 -0000

I agree John, those are perfectly good examples of a book store using the tools right right way. I was just saying some people have blogs for the sake of having them and not correctly using them. And based on the idea of a structure, some tools just might be more appealing to others for reasons of convenience rather than function.

Re: The Hierarchy of Social Marketing

Marketing Integrity — Wed, 11 Jun 2008 13:41:42 -0000

I can endorse what John has outlined using the pyramid. I experimented with the tools in pretty much this same order (somewhat by accident) and it does help to keep everything in perspective. Something like Twitter seemed like a waste of time when looking at it from the outside. Once I ventured in 3 months ago, I have begun to realize the business value. Keep up the good work John!

Re: The Hierarchy of Social Marketing

ducttape — Wed, 11 Jun 2008 11:42:08 -0000

@Chris - I appreciate your comments and scentiment and certainly know that many of my posts are general in nature and should be applied to specific situations as needed, but I disagree with your assertion that a small bookstore wouldn't have enough info to blog about - hello, blog about the thousands of books - review them, quote them, talk about the thousands of authors, let customers do the same - using RSS for a small bookstore is a no brainer too - collect the collective vibe about some of your book or, all authors have blogs - republish the authors words.

There may be examples where your thought applies, but just not this one.

Re: The Hierarchy of Social Marketing

Chris Bergeron — Wed, 11 Jun 2008 11:25:41 -0000

According to Maslow's hierarchy, each of the layers relied on the one below. For some business owners, you model does apply. However, there are many examples of businesses that go against this. For example, a small book store might not have enough material to blog about or create RSS feeds, but could use the social networking site shelfari everyday to make the necessary relationships. I think the main point of your post, and many in the past, have been directed toward those businesses attempting to force the use of the web tools instead of accommodating them to their own online marketing strategy. I do agree that the clump micro tools are more advanced and can be used after the previous steps and understanding has been taken. Thanks for the post.

Re: The Hierarchy of Social Marketing

ducttape — Wed, 11 Jun 2008 11:11:50 -0000

@DavidCastro - I like the funnel correlation - I think that makes some sense and what the heck, it's shaped like a pyramid too.

Re: The Hierarchy of Social Marketing

Megan — Wed, 11 Jun 2008 10:41:18 -0000

Great Summary! I've been working somewhat in the realm of social marketing for a little while now, and now I feel like I have more direction. Thanks John!

Re: The Hierarchy of Social Marketing

ducttape — Wed, 11 Jun 2008 10:36:07 -0000

@scott - the reason for the pyramid and hierarchy is the main point in my view is that you shouldn't try to do them all - do the bottom first and work up to the others.

Re: The Hierarchy of Social Marketing

ducttape — Wed, 11 Jun 2008 10:27:34 -0000

@Randy and others - I think it's pretty funny how many people picked up on the sex comment - of course this was part of Maslow's list of basic human needs, but it sure proves in marketing circles that sex still sells.

Re: The Hierarchy of Social Marketing

Bill — Tue, 10 Jun 2008 22:55:45 -0000

I agree just like other waves that come sweeping across the business landscape, blogs/social networks can't be ignored and must be ridden out in order to stay up with your competition

Re: The Hierarchy of Social Marketing

MarketingTwins-Randy — Tue, 10 Jun 2008 22:08:25 -0000

Any attempt to explain the unexplainable helps!! :)

And by the way, my mother will NOW certainly never be a JJ blog reader with your risqué sex analogy! >:)

Re: The Hierarchy of Social Marketing

Rich Muir — Tue, 10 Jun 2008 21:10:50 -0000

Love that post. It is simple fresh and really breaks down what can be extremely overwhelming. I am trying to get clarity on the roles these avenues play and that really made it simple to understand so a big thanks.

Cheers

Rich Muir

www.companiesnow.com.au
making registering your new company easy

Re: The Hierarchy of Social Marketing

DavidCastroFlorida — Tue, 10 Jun 2008 20:34:20 -0000

Nice post. A social funnel, per se. As a Marketer, the benefits of blogs are obvious if for no other reason than my competitors and customers are doing it. Yet lets not forget a challenge with this social funnel model that all businesses face at one time or another - how do you get ALL of the KEY leaders to post relevant blog content to start the entire funnel progression :)

Re: The Hierarchy of Social Marketing

BobWarfield — Tue, 10 Jun 2008 20:11:41 -0000

Great post!

One thing I found conspicuously absent was communities. I can appreciate the perspective of marketing that their role is to get the message out. That's certainly what these media do.

However, customers themselves are a pretty vital part of that process, and they can do that very effectively with communites. They become your ambassadors and they get themselves better educated about your offering so that they can be better customers. The most common community tool is the forum, of course.

Given how long it takes to build an effective community, I would argue tackling it earlier is key. I'd put the forum somewhere between RSS and Social Search.

Cheers,

Re: The Hierarchy of Social Marketing

Scott Hepburn — Tue, 10 Jun 2008 19:37:55 -0000

I agree with a lot of your writing and system, John, but something about the pyramid model doesn't resonate with me. I'm not sure I have a better model, though.

i tend to stick with the hackneyed old analogy of a toolbox. Each social media technology is a tool. Some tools will work for your business, some will not. Many can be used in combination, and the tools you include in your toolbox should reflect the unique nature of your business, target audience, and objectives.

Thanks for throwing this out there, though...provides a great framework to start thinking about how best to use these tools.

Re: The Hierarchy of Social Marketing

Craig @ Secret Affiliate Code — Tue, 10 Jun 2008 14:04:01 -0000

With so many avenues to pursue social marketing I find it's daunting trying to keep up. I do agree that blogging is probably the best foundation to start with and can lead into other avenues.

I keep my main focus on blogging and then branch out as I see fit for my particular markets

Re: The Hierarchy of Social Marketing

Corey Blum — Tue, 10 Jun 2008 12:38:24 -0000

Besides Maslow's law, the key to successful internet social marketing is understanding your ideal client, otherwise you are just spinning your wheels. Understand their demographic and pyschographic characteristics to know where to find them, how to target them, how to communicate to them effectivley, and how close them. The best book I've ever read for the answers to these types of questions is John Assaraf's new book "The Answer." It is phennominal and a must read for internet marketers.

http://www.readtheanswer.co...

Any thoughts? Has anybody read it yet?