For various reasons, I’ve recently re-upped my commitment to social networking and professional networking – specifically via Facebook, Twitter and LinkedIn, respectively.
I’ve used Facebook successfully for advertising layers of experiential marketing campaigns in the last six months, and used LinkedIn for business development-related research. While I am well-versed in each site’s purpose and well aware of each site’s popularity, I must admit that I was blown over by the saturation and pace of information people actually post!
Maybe it’s my instinctive tendency toward personal privacy, and maybe it’s the immediacy of my foray back into proactive online networking. None the less, I simply cannot believe some of the information people are providing publicly:
Person A is feeling good about their Scrabble Game…
Person B is surprised the menu hasn’t changed at Steak & Shake…
Person C took a magazine quiz that revealed she is most like Eva Longoria’s character on Desperate Housewives…
Person D just changed their child’s dirty diaper…
Person E is bored…
Person F wants to know when Spring will arrive (I’ll call Mother Nature for him…)
Person G looks forward to eating ribs…
WOW! Thanks for sharing! Now my life is complete! Now I am at peace!
Now I am going to throw up.
I understand, respect and sincerely promote both social networking and professional networking (especially as someone looking for a job!) Developing and nurturing communities – both online and in person – offers strength, support, and substance that people need to succeed and that brands covet for their own growth and profitability.
Having said that --- as a friend, colleague, ex-classmate, job seeker and/or CONSUMER --- I do NOT want to be inundated with information that either interferes with the value of my time or that dilutes the potential value of my experience.
Give me the chance to call or e-mail you and have a real conversation or communication with you so we can genuinely catch-up. Intrigue me about your brand enough so that I actually visit your web site, store, concert, or event.
People want what they can’t have (or don’t yet have but aspire to have). It’s human nature 101. Giving them Too Much Information eliminates both the journey (experiential marketing) and the destination (loyalty and word-of-mouth), so to speak.
The beauty of online and electronic social network layers of marketing, and live experiential marketing is the “collaboration” itself. Create multiple touch points and instances of discovery, communication, experience and destination so that excitement, aspiration, and loyalty are not compromised.
Bottom line: share enough to incite curiosity, connectivity and a surge that overwhelms my threshold and compels me to the next step. That’s enough for me, and enough for most consumers. Too Much Information ruins the surprise and dilutes the value of your brand. Please feel free to comment or e-mail me with thoughts or follow-up questions. Just don’t tell me everything you’re doing WHILE you’re contacting me. Please.
"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.
I am sitting here reading your post after having a delicious lunch at Hot Doug's. I hope that isn't too much information for you. I like the blog. Great work. Now I am going to put a couple of shameless links to my own sites.
http://www.richardsonseating.com
http://82365.asisupplier.com
Posted by: Bar Stool Boy the 3rd | 04/07/2009 at 01:41 PM