The Next Big Thing is So Last Year


TOPIC QUESTIONS
Q1) Why are marketers so obsessed with the next big thing even though so many turn out to be next big busts?
Q2) How do you balance the benefits of strategic innovation with the risks of constantly chasing shiny objects?
Q3) What's the one social media "old thing" most marketers still get wrong?
   Event Details
Event Date:
     2010-03-02
Event Time:
     12PM - 1 PM EST
Participants:
     68
Tweets:
     522


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Moderator
Greg-Verdino.jpg
Greg Verdino
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web: http://gregverdino.typepad.com/
BIO: Greg Verdino is a futurist, marketer, writer and speaker who works as Vice President, Strategy & Solutions at full service social media agency Powered, Inc. His first book, microMARKETING, is due from McGraw-Hill in summer 2010. This blog looks at trends in media and marketing, as these industries grapple with the changes being brought on by disruptive technologies, new business imperatives and the rise of the empowered consumer.
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Moderator
methinks you might have gotten my subtle point good sir. :) #sm49
for my followers who aren't #socialmedia dorks: you'll see lots of #sm49 tweets starting at noon. bear with me. :-)
the next big thing coming up in 15 minutes on #sm49. follow #sm49 to join our chat. #socialmedia.
hey andrew check out the current post on the #socialmedia blog for deets: www.hashtagsocialmedia.com/blog #sm49
today's #socialmedia #sm49 topic: the next big thing is so next year. we'll be kicking around the pros and cons of "next big" thinking.
RT : because most folks jump in/out without following a strategic plan to evaluate and guide those efforts #sm49
related thought: if we constantly hype the NBT are we setting those thing up to fail when they turn out to be valuable but not big? #sm49
"we just have to make sure we can quantify." true but how many do that? fan & follower count as success metric? #sm49
that's my implication. how many marketers do you think do that? i hear more "what's the roi of putting on your pants" bs #sm49
#sm49 tweeple, ready to seque into q2? lots of talk about value of strategy without losing sight of new tactics...
#sm49 q2) so HOW do we maintain the right balance between strategic innovation and shiny object chasing?
#sm49 q2 for anyone who missed it: how do we strike the right balance btwn strategic innovation (good) and shiny object chasing (bad)?
shiny object chasing: blindly jumping on every new thing. right now it might be chatroulette. ;-) #sm49
good point via : I don't think S.O. are bad -- I think their execution/imp as "strategy" is bad. #sm49 that does everyone think?
yes but some wasted millions with no results or learning just cuz it was shiny. i know. i was in the thick of it. #sm49
i like this :) SM become micro channels and customers are advocates. #sm49 http://bit.ly/micromarketing
interesting pt. should WE chase them for knowledge or spend client money before we know the applications? #sm49
interesting pt. should WE chase them for knowledge or spend client money before we know the applications? #sm49
: "only adopt a s.o. if it's in like w your strategy." good point. what are some good ways to align s.o's with strategy? #sm49
i agree with you. do you think most people actually behave this way? #sm49
hmmm. but we're probably not the client's client (the end customer.) so are we outpacing consumers? #sm49
#sm49 q3? if we're always striving for the next thing, do we sell 'old things' short? what current sm channels have we not yet mastered?
of course. but you and i will probably be joking about how dopey we were to be on fb and twitter in 5 yrs time. no? #sm49
. even just mature sm. how many big brands really do blogging or podcasting right for example? they were nbt's once. #sm49
. even just mature sm. how many big brands really do blogging or podcasting right for example? they were nbt's once. #sm49
via : "video in its current form has not yet been mastered." agree. spent 7 yrs in web video. still not used to potential #sm49
i meant old to us. facebook is still new to a lot of people and i know plenty of mktrs who are looking for its replacement. #sm49
i agree but even 5 yrs ago it was on every marketer's "innovation checklist" gotta have a blog. why? just cuz. ;-) #sm49
RT : I think some s.o.'s suffer from "Nickelback Syndrome" -- overexposed and ppl move on due to burnout. #sm49.
lol. but some like ibm are still bullish on virtual worlds. and my 6 yr old is obsessed w webkinz (a virt world...) #sm49
what is american idol? is that some kind of dog food or something? #sm49
#sm49 bonus q. if we're moving toward microculture, microcontent, microchannels what if the nbt is really just LOTS of small things?
great chat today on #sm49. had lots of fun. i've gotta hop on an old school conf call but i'll be watching the tweets as we wrap.