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10.18.07
Evangelist - The Marketer's Role in SMM
 By
Navneet Kaushal
Want to be really successful in social media marketing? You need to be an evangelist and activity participate in communities, forums and blogging. Leave this session knowing how to evolve from community observer to community participant and influencer.
SMX Social Media, NYC 2007:
Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land
Speakers: Sarah Hofstetter, Vice President, Emerging Media & Client Strategy, 360i
Rob Key, CEO, Converseon
Adam Sherk, Search/PR Strategist, Define Search Strategies
First speaker of the day's second session, “Evangelist - The Marketer’s Role in SMM” is Rob Key, CEO, Converseon who will talk about engaging community. Community is the crux of the entire web experience. Present are dozens of communities have people of similar interests or growing cultures. There, we can communicate better. As marketeers we haven't been asked to be part of them. Communities are meant only for consumers and consumers. Henceforth, it should be a marketing ploy. In "2nd Life Liberation Army," a community in Second Life, there are avatars that take up commercial properties, such as Sony etc.
What's the purpose of being a marketer? It's all about being a cultural anthropologist. As marketeers there will be lot of backlash for trying to develop brands as we foray into social media communities.
8 Ways To Get Into Social Media Communities:
•Be an active member of the community.
•Make friends with elders in the community.
•Understand and respect them.
•Lead with altruism - come bearing gifts.
•Discover a community need.
•Learn the linguistics.
•Value and cultivate relationships.
•Leverage appropriately … over time.
Take the Second Life example:
Even at the beginning of the 3d web, there already are 7 million accounts. According to a majority of 200 respondents, they were all unhappy with Second Life's real world company activities. Imagine, people within Second Life are agitating the sale of selling Second Life land to Starbucks.
Our Approach: Joined Second Life in 2006, understood and followed the norms of the community. Issues related to ecology are of prime importance in Second Life. This led to the launching of Second Chance Trees Islands. Through this, you could buy a tree for 300 Linden Dollars and at the same time, a real tree will be planted somewhere in the world. A Google Maps image shows the location of where your tree is planted in real life.
This project garnered so much attention that it was picked up by mainstream media. Won the OMMA award for best virtual world project and was in contention for winning an award for American Express.
Continue reading this article.
About the Author:
Nav is the founder and CEO of PageTraffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals.
Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here.
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