Interesting article in the NY Times today about scionspeak.com, a new marketing effort by Toyota. It also provides the current state of a non-blogosphere “trend story” about where social media marketing is today. From that vantage point it’s a good story for tech bloggers and social media marketing types to gauge how those from the real world perceive what it means to be a trendy social media marketer:
1. Being a trendy social media marketer means you’re not considering setting up a “Facebook for [Your Brand or Product Category Here].” You know that your customers don’t “belong” to you, even if they are “members.” (Unless, of course, you’re Nike or Apple.)
2. Trendy social media marketers are supporting current customers, not “future” ones.
3. Trendy social media marketers work for clients whose products have tiny market shares and whose customers like being “misunderstood,” “quirky,” “hip” or “superior.”
4. Trendy social media marketers work for clients who have customers who use the word “freaking” as an adjective.
5. Trendy social media marketers recognize that mainstream reporters love Flash websites.
Quotes from the article:
“The Scion Speak campaign is aimed not at future Scion owners but at current ones. StrawberryFrog says that it wants â€œto reduce Scionâ€™s investment on conquering new customers and increasing the passion for the brand among its core fan base…At least some Scion owners who have created their own coats of arms seem pleased with the results. A Scion driver, writing online as Monsterslovecandy, created a design that included a harlequin pattern, crossed wrenches and a phoenix, and wrote on a fan Web site, â€œI think it came out freaking sweet.â€