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SXSW Crazy Energy One Week, “End of Social Media” the Next…What Gives?

We all know the truth can hurt. We also know it can help. But the truth, whether you can handle it or not, has a lot of shades to it.

Last week’s AdAge CMO column framed a POV on social media that got some of us at Flightpath – and from the post’s comments,  many other digital shops, too – really talking about the state of social media.  Given the recent evangelism at SXSW Interactive, attended by the rock stars of the industry (including our own #AustinSix), we figured why not share!

Below is the beginning of the column by brand strategist Jonathan Salem Baskin. He heralds the end of “a fad. No, not the end of social media, but rather the beginning of the end of social media’s infancy.” (Guess they went for the extra shock value of a misleading title.)

Do Campaign Failures, High-Profile Firings Signal the End of Social Media?

The latest news involving social-media pioneers isn’t good. Pepsi has fallen to third place behind Diet Coke in spite of its widely heralded switch from Super Bowl ads to a huge social charity program called Refresh Project. Burger King has grilled through a couple of CMOs and fired agency Crispin Porter & Bogusky after producing Facebook campaigns and viral videos that got lots of attention while the business witnessed six consecutive quarters of declining sales…

Every CMO should use this occasion to pause and reflect on the assumptions that were behind these efforts, especially if you’re about to roll out a social-media campaign or start giving away content for free. Unfortunately, there are many reasons why you shouldn’t, and may not.

For one of our troops, Michael Liss, it all goes back to Gary Vaynerchuk‘s presentation at SXSW about his new book, The Thank You Economy. Some highlights from Mike’s notes:

This is the beginning of the humanization of business. It’s about hitting an emotional center, not pushing coupons. Social media marketing shouldn’t be about push. You shouldn’t be trying to close in one minute – everyone in social media marketing acts like a 19-year-old boy, trying to close too fast. You need patience – this is a cocktail party, start the conversation, break through the noise. There’s no such thing as a social media campaign – a social media campaign is a one-night stand; this is about relationship-building. Social is about talking to human beings. We’re living in the first time when the consumer can interact with you. It’s accepted for us to go into the conversation.

And then, interestingly enough, Gary predicted this entire debate:

Social media is going to start getting beaten up: Does this really have value? People will start looking at the money they’re pouring into this. The next couple of years might be a bad time for social, like the internet from 2000-03, when people thought the internet was a fad.

(You can read much more about the seven things Mike brought back from SXSW – five extra lbs. not included.)

Flightpather John Whitcomb agrees completely with the notion of “smart social,” as referred to in some of the AdAge post comments. He finds some of those comments  dead on, especially when it comes to ROI:

It’s amazing we still haven’t been able to come up with a system that utilizes social media metrics and quantifies them with actual results tied into business objectives. If this was the case, perhaps Pepsi and Burger King would have abandoned the strategy mid-way or at least tried to tweak it to make their campaign work.

I think the real issue, though, is that we cannot force people to buy anything using any sort of advertising medium. All we can do is create brand awareness, and hopefully drive affinity through the connections we forge on these various platforms with our consumers. But that’s still just leading the horse to water.

The Beginning is Ending, Yeah, Long Live the Ending!

So what to make of this debate? The coolest part of being involved in social media is the constant state of change. Change isn’t just in the air, it is in the DNA. The importance of social marketing (fine, media!) is how it connects people to people, people to brands, and people to opportunity in the most seamless, organic way.

If you believe the reality of “if you build it, they will come,” then you know what the build-out of any new and imaginative field is about: not infrastructure, but possibility.  Brands will take advantage of an ever-growing range of social options because community engagement is as rich a philosophy in marketing as it is in life. Social media will clearly lead brands to people and meaningful revenue to brands in the years to come.

Or, to slip in one more movie quote: “Evolution finds a way!”

SXSW Always Gets The Human Side of Digital

SXSW

Man, did I love SXSW 2010!  It was an incredible experience for a creative marketing digital-newbie-guy, even when gagging on people talking in code…like CSS and HTML5.  Honestly, it was the most profoundly immersive trade show or festival experience I had ever attended.

This year I am SOL (meaning so out of luck...I need this job, okay!) with personal commitments and tons of client stuff; there’s no way I can attend. But six lucky Flightpathians are going – I have affectionately dubbed them the “Austin Six” (hashtag #austinsix on Twitter) – and here’s their rap sheet. They are great, interesting people. If you see them, their Twitter stream, or their meme badge, just say hi for me.  This year there is so much human-ness in the presentations, sponsors and all the before/during and after parties; I know because I have been jealously digging anything SXSW 2011, and wish I could be there with the Austin Six.

I want to end this quick post before having to run to a Vet appointment – my digitally native Airedale Abby had major ear surgery a few days ago and is now deaf, but doing great – with three things you must do in addition to hooking up with the “A6”:

1.       Go to Wholefoods. Their global headquarters store is an easy one mile walk from the show – it is the coolest foodie store – and their breakfast tacos are clearly illegal in NYC!

2.       Think/act like somebody else, for at least one day. If you’re a geek, act like a designer or story teller or desperado for a breakfast taco…but leave your comfort zone for a bit!

3.       Forget about the parties as networking opps. Think about the networking opps as parties. You walk into opportunities everywhere, every minute. Make it all a party – it is the best freakin show on earth, and what better way is there to capture the human side of digital than by truly enjoying your time with the people behind it all?

Make sure to follow us on Twitter @FlightpathNY for continuous SXSWi coverage, as well as hashtag #austinsix to keep up with all the Flightpathians in attendance. We’ll see you there!