In my post on a Social Media go-to-market strategy, I highlighted some of the differences between Traditional marketing and Social Media marketing.
I still think you very much need to Beware the Traditional Marketer in WOM/Social Media Clothing, but now I think there’s some element of hybrid.
It may be heresy against my guru/mentor/prophet (you get the idea) of marketing, Seth Godin, but I think there’s an element of interruption which is still acceptable.
And that is and permission-based interruption.
It’s obvious to all of us that my priorities and your priorities don’t always align. Of course. That’s fine.
Sometimes, something is a priority, but some slight cajoling is what you need to make it happen. Your spouse nags you. Your boss hounds you. You tell your kids to finish their homework.
It’s human nature.
So, in sales and marketing, a prospect may say (in my case), “yes, social media strategy is something we want to do” (I get permission), “I will follow up with you in a week.”
Now, how often does the person actually follow up within a week?
Rarely. And it’s not because they don’t care about you (though sometimes they are saying that to get rid of you, but for now, let’s assume they genuinely do want to have the conversation), it is because the issue has fallen down the priority latter.
As a marketer or a salesperson, I think it is ok to reach out (interrupt) as it were and gently prod.
Frank Casale of Outsourcing.com calls this ‘polite pushing.’
Now, you can continue to interrupt so long as you maintain permission to continue to prod (or politely push). There is a fine line between persistence and annoyance, which is why I continually ask if I am crossing it.
My client, Dan Pink, asks if Annoyance Trumps Persistence. Same idea with a slightly different take.
So, I guess I am comfortable saying that Interruption isn’t dead. Unwanted interruption is dead. And worse, unwanted interruption will ultimately hurt you much, much more.
Comments
Gadi said on 8.19.2008 at 11:34 AM
Jer,
I have to thank you. From your sites, I have learned a lot on marketing, and how marketer should and should not behave. Not only has it shaped my view of how we do marketing and how I develop web sites with that in mind, but it has made me a better consumer.
2 incidents happened in the last week that I now have a completely different outlook and reaction to these situations.
First, I had purchased something from Amazon.com. They botched the order, misrepresented a promotion, and did not ship on the date promised. I was pretty upset. I called in, and the customer service rep was completely useless. Pretty much just read my order back to me, which did not solve any problems.
So I emailed in, which I ordinarily would not have done. I received an apologetic email back. Pretty much stated we are sorry you are unhappy. Which I would have been happy with before reading this blog, but now it ticked me off even more.
While I would have liked some sort of financial incentive, I did not expect it, and that would have cause some serious positive WOM. But the I'm sorry you are unhappy makes me feel like it is my fault, as opposed to I'm sorry we messed up, which, I think, would be the appropriate response.
The second incident was I got a cold call from a recruiter at the McCormick Group. First issue was I did not give you permission to call me. Then she tried using deceptive measures to try to convince me that we are somewhat connected via LinkedIn. They have us connected by more than 3 connections and I have never heard of the person she said we are connected to.
Then she had the audacity to ask me to refer her to my network. Then I let her have it. Prior, I may have actually entertained her request, but not with what I have learned here. She pretty much violated every rule you have listed out for us.
1) No permission
2) Deceptive practices
3) Asking for recommendations on my micro brand
4) Networking when you need something
So, Jer, thank you very much!
jer979 said on 8.19.2008 at 11:37 AM
Well, that is high praise. I am honored. Thanks so much. Makes blogging all the more worthwhile.