This is a quote from Mark Zuckerberg's day-to-day mantra and Facebook cloud as they develop their company from a modest college-to-school communication site to the world's largest giant social networking site.
It may sound risky, but in the newly created space, playing safe means you fail. Black is white, white is black.
People who look only in the past will fall behind, but people who are willing to move fast and burn bridges will prosper in levels we have not even known before. Here is a small set of situations that show you the amazing opportunities that the current challenges lie:
The New Reality for Marketing
We live in the age of overload.
The human brain has never had to convey more information than it does today. The average person is subjected to constant harassment of stimuli - 24 hours a day. As a result, people's ability to concentrate is lower!
That is why entrepreneurs need to rethink the way they reach their audience, because they are doing so lazily at the moment.
How to focus quickly when everything around me easily ...
When everyone goes to the right, you have to turn left.
Do not forget to think.
Of course, keep in mind the opposite side of the coin.
Do not be "overwhelmed"! Marketing - the old school people are making crazy things more and more crazy to get out of the way. Most of their campaigns are just ridiculous and attract attention - but in the wrong way and from the wrong people. They have thrown themselves into social media because they see them as the next platform to offer their message. They do not understand the different nuances of each site and completely ignore the opportunities to hear and engage the audience.
Unfortunately, if you're joking with a garbage bag, you will certainly hit at least five people who have been called "Social Media Experts." However, most of them offer terrible advice that only exacerbates the most common mistakes made by people.
It may not be a bad idea to encourage people to "enjoy" your page with a coupon or a discount, but it is not a bad idea what you will do next. Social media change the game. But they are not just another channel in which to shout your messages to people.
Social networks have a number of advantages.
You can directly contact your people, track your brand in real time, and immediately understand any market problems. True changes, however, are in the field of branding.
The Truth About Branding ...
Instead of trying to get into your category, start a brand new one, or the "monopoly," as Peter Teeil, founder of PayPal, says . Your brand is not just the logo and corporate colors, it is not just your product or service.
This is a reflection of this product or service. The attitude of the market towards you. And it is created by customer experiences related to the product / service. And the internet allows people to share these experiences and it has a great effect on companies.
Social media make branding really interesting ...
We seem to talk about the way your market perceives you.
At a deeper level, it's about what the market thinks you can do for them. And in the core of the branding is the idea (here we are talking about really skilled players like Circus de Soleil , Starbucks, Nike) how you make the user perceive himself.
Take a look at the huge spit that will also be tired of party chess. In his head he is an elite athlete, because he has a tracksuit marked "Just do it!".
The same is true of the queues for their semi-decaffeinated double mock with more caramel-frapuccino foam in Starbucks; viewers in Apple's giant shops; all enchanted viewers of Cirque de Soleil's performance. And these people will readily advertise the products they buy - they really do. They believe they know what they are buying and want to share the experience with all their acquaintances. In fact, customers are becoming a marketing team stronger than any paid campaign. These people are the personification of Seth Godin 's description in his genius book, "Plemena".
If you also inspire a whole tribe, it will make you rich. And nothing works much harder than getting people to think of themselves in a certain way. Nike turns his clients into professional athletes; from Starbucks puts you in an elite club; with Apple your fashionable and cool; and Circus du Soleil leads you into a magical kingdom. From Chrysler they have done perfectly with this task for their Viper.
In fact, they did so well that they tried to sell it as an independent company when they were in bankruptcy. They created and run the World Viper Club with local branches, a website, an online and printed luxury magazine, a lot of video.
If you look at such an event, you will notice all the key chains, jackets, thumbnails, and other items your shoppers buy.
Go to one of the circus stores after a show and watch how people plunder Tirk de Soleil T-shirts for $ 125.
We buy these things because we want to take a piece of magic with us and experience again the incredible feeling we have experienced. This is also the meaning of true branding.
Technology and social networks simply make it easier (or harder if you do not understand the concept) and faster.
It's not about selling phones or t-shirts; it's about the experience.
But here is the key - this experience is not for the brand, but for the fans, the important thing is how they feel. (Unlucky, rebellious, young again.)
This is the highest branding.