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Simon Phipps's personal commentary

Narrative Engagement

Scoble has a post about how to do marketing in the massively connected age. Here's what not to do:

So, let me get this straight. You don't have RSS feeds. That means I won't be able to build a relationship with this site. You have a fake site so even if I tell my readers to visit it they'll get there and feel dirty (and they can't interact or do anything there either). You won't let me download the videos to pass them around virally. Or remix them in fun ways.

Oh, and there's no permalinks so even if I wanted to link you directly to a piece of content there I couldn't.

Spot on. Now is the time for narrative engagement and if you don't promote the narrative, engage in the narrative, express the narrative, live the narrative you'll be ignored by the narrative. And character and reputation are the new 'brand'

Traditional marketing & PR is way too fond of trying to "manage" markets from the outside by creating "programs" and "messages". That's all over, people. Today it's communities. You have to get involved, be people, meet people, learn to fit in and then win the right to influence from the inside. Or, alternatively, get used to looking a misfit and having constant fire-drills where you try to "educate".

posted at 2:36 PM (UK) | |