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Tuesday, Jul. 17, 2007 at 7:26 am

Monkeying Around With Web 2.0 Strategy

By Jeffrey Eisenberg
July 17th, 2007

monkey.jpgSteve Rubel’s post on “Why We’re Like a Miliion Monkeys on Treadmills” made me smile. Bryan and I are also way too often asked questions about how to create a Facebook, blogging or Web 2.0 strategy. Our answer is similar to Rubel’s:

Surely, channels are where the action is at. However, it’s important to remember they are just that – and they change. Circa 1998, perhaps when many of you were 10, The Globe.com, GeoCities and Tripod were all the rage. They faded from our horizon over time. The same thing will happen to many of today’s hot sites. In fact, I advise marketers not to invest too much time in creating “a Facebook strategy” as much as they don’t have “an NBC strategy” or “a New York Times strategy.” Instead, I encourage them to people watch, learn and then plan based on their audience and the big picture.

The most interesting action is in sociology. In other words, how does technology change our culture and how we interact with media, the web and each other – and to what end? This was a major realization for me a few months back and you have probably noticed it in my writing, which is less channel focused. These days, I am far more interested in what people do with technology rather than on what the latest new “shiny object” is. … [read the post]

By the way, I know where Rubel got that great monkey picture he used for the post.

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Comments (2)

  1. C’mon Jeffrey… You have to be quick to jump on the new new thing. I saw you with wearing that digg hoodie and playing with your iPhone.

    Running a small eCommerce consulting firm I get the same types of questions all the time and I admit – I sphinn, I myspace and I have an iPhone. But it is all about your audience and speaking to them in the proper voice for than channel (and achieving an ROI while you are at it.) With all of this Web 2.0 stuff flying around don’t you feel like we were answering the same questions we did in 1999???

  2. Jeffrey! I like your article as it generates thinking and discussion from a wide perspective. Forecasting a market campaign not only requires a sociological and psychological but a technological predictive and movement. To reach your audience or market we must respond with the language and tools that they are most likely to be using. Yet in forecasting knowing the risks of moving in the wrong direction has, in my opinion become like the stock market and the challenge will be not putting all your eggs in one basket and knowing when to limit your presence in a particular campaign.

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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