Oct 22 Using Social Media as Part of a Product Launch
Conventional wisdom about social media marketing includes a few truisms, among them:
- Social media marketing is a slow, steady burn.
- Itâ€™s hard to turn social media marketing all the way up, like you can with a big ad buy or a big PR push.
- Social media marketing isnâ€™t about selling, itâ€™s about talking about the topic and hoping sales will gravitate to you.
Something Joseph Jaffe has been doing all day Sunday turns that conventional wisdom on its ear. Joseph has a new book, called Join the Conversation, a fact I learned because I follow him on Twitter. Iâ€™ve not read it yet, but itâ€™s in the same area as the book Iâ€™m finishing up.
So he has a new book. He wants to sell them. He wants to sell a lot, quickly. So he thinks, I guess, â€œIâ€™m pretty well versed on this social networking/social media stuff. What if I unleash all of it at once? Maybe I can sell a bunch of books all at once and shoot up the best seller charts at Amazon.com.â€ Ok, gotta give him props. Thatâ€™s brilliant. Hereâ€™s what heâ€™s done that you can learn from:
- Set up a Facebook event, even though itâ€™s not a traditional â€œeventâ€
- Do some video blogging to explain what youâ€™re doing and, heck, plug your customer while youâ€™re at it.
- Be available using audio chat using Skype
- Do blogging and podcasting about it.
- Provide a feedback loop (in his case, writing on the Facebook event wall).
According to his Twitter feed, itâ€™s working well. Heâ€™s currently at #26 overall and is the second best selling business book, behind only Alan Greenspan. Thatâ€™s pretty cool.
So what did Joseph do to kick-start his book sales using a social media marketing campaign? Here are the lessons:
- He built personal credibility online, well before he wanted anything. (515 people, including me, follow him on Twitter.)
- He used a wide variety of tools and unleashed them all at once.
- He made it fun and made it feel like a big group activity even though heâ€™s the sole beneficiary. (He is donating the affiliate fees today, which is nice, but honestly, this benefits only him.)
- He didnâ€™t pretend to be doing anything other than what he was doing.
- He didnâ€™t ask anything too hardâ€“youâ€™re just buying a book, which is likely to be pretty decent.
These lessons go well beyond book selling. You can use social media to kick off a campaign after all, IF you follow these rules and IF youâ€™ve invested in the space properly before you do. If youâ€™re a chief marketing officer (CMO) still waiting to figure this whole social media thing out, the boat is sailing. Jump on board now and start figuring it out. If you donâ€™t know how, get help. Call me. Itâ€™s what we do. (Gratuitous plugâ€¦)
I havenâ€™t bought Join the Conversation yet, but since itâ€™s a topic Iâ€™m very interested in and since Iâ€™ve got to give Joseph props for being clever enough to figure out this little ploy of his, I think Iâ€™ll go buy it now, and write on his wallâ€¦