BL Ochman has a great review of different high profile social media campaigns launched over the last little while. She touches on Dell, Wal-Mart, Sony â?? all the big ones.
What stood out to me, though, was her conclusion. In her words:
â??To get something, you have to give something.â?
A-ha â?? all together now â?? itâ??s all about Give + Take Marketing. Social media, listening to consumers, being authentic, answering tough questions â?? these are all covered in BLâ??s review.
And theyâ??re all tenants of the G+T premise. If youâ??re new here, dip into the Give + Take category on the right. Most everything discussed here comes back to this idea.
How would you define Give + Take Marketing? The more I think about the title, the more convinced I become that itâ??s the perfect way to describe the direction marketing is going in.
Your thoughts?
(Hat tip to Joseph Jaffe for pointing to BLâ??s post at iMediaConnection.)
Related Stuff:
â?¢ BL is all over the ’spere. Check out BL’s archive at Marketing Profs’ Daily Fix.
â?¢ Follow Mack Collier’s Company Blog Checkups: HomeGoods, Kodak.
UPDATE: Just caught caught David Armano’s latest post, “Lessons from Experience“. In the post, David lists his learnings after he posted his Experience Map. Lesson #3? Giving = Getting. On giving away the Experience Map PDF for free: “I gave something away. What I got back was worth so much more.”
It’s another lesson in Give + Take Marketing, wouldn’t you agree?
June 10th, 2007 at 9:54 pm
I just read the iMedia article via Toby (Diva Marketing). I look at give + take as exchange. I was thinking about this earlier today when I wrote some thoughts about feedback. Why is feedback so hard to give and take?
June 11th, 2007 at 10:27 pm
Give + Take most certainly is about exchange, Valeria. Both back-and-forth and silent observation. Feedback, though, is hard to take. You have to have a thick skin and a willingness to accept what you’re going to hear going in.
June 13th, 2007 at 11:01 am
Big companies need to watch the internet more because the whole Give+Take thing can be looked at like this also. Consumers giving information to other consumers and taking what other consumers are saying to influence their buying.
Just look at http://iQmer.com/ it looks like this is a site dedicated to consumers and not influenced by any other site or company trying to get you to buy.
June 14th, 2007 at 1:17 pm
Thanks so much for pointing out this site, Bill. And you’re absolutely right â?? consumers are looking to their peers for feedback because it’s real, valid and relevant to them. Not to mention honest and authentic. Thanks!