I need to preface this email with some disclaimers:
- I like Guy Kawasaki – I was enchanted by his approach to technology evangelism with Apple over 20 years ago and have been following him ever since. (For balance, I should note that other tech evangelists are also available).
- He’s just released a new book which he is obviously out marketing. I’ve read it and think it’s great (there’s a copy on my desk if you want to read it – it’s easy going, you can read it in a couple of hours).
So with that out of the way, I saw this yesterday and thought it was interesting, it’s essentially a list of all the different ways he used social to market his new book.
Ignoring the fact this is about a book launch and instead focusing in on the principles and I take away the following:
- Social is more than just “social”, Twitter and FB are just means of moving the message, they are not the message itself – without great supporting collateral they’re worthless.
- Social costs money. In addition to the usual book launch publicity costs, he advises a spend of over $45k (plus whatever he sent on PPC) on what he lists as “social” activities.
- Know your influencers and scale up to enchant them. Guy’s lucky, he has a pool of 22,000 bloggers engaged in his AllTop network to choose from as influencers. The key point is he _didn’t_ choose a subset based on an arbitrary measure of influence, he just selected all of them. Big bucks, but big pay off.
- Engage the peripheral audience – in addition to the “push” techniques, he also created a series of engagement experiences that “pulled” the audience to him, (e.g. photo competition, quiz etc).
- Empower the audience to spread your word – Guy’s final move is to create frictionless ways (badges, schtikers, wallpapers etc) for people to share their love for his product (“love” is a bit strong but you know what I mean).
I know there’s a lot here and we can’t all be as well placed as Guy Kawasaki in terms of being able to activate people, but I think many organisations really need to think differently about what social truly means to them. It isn’t free, it isn’t easy, but when you get it right, it can really pay off.