The Social Media Marketing Blog: Be the Ball, Danny

This is a blog entry that was inspired by a face-to-face meeting between two bloggers who connected via Twitter. What would you call that? A Twittermeet? A Tweetup? Cast your vote in the comment section.

I had lunch with Greg Verdino, that self-deprecatingly proclaimed "z-list marketing blogger with an a-list attitude" (hey Greg, I think you're more a-list material, if that means anything) who was in town for a Forrester conference. I think he's really onto something with a recent entry Are you at war with your customers?

He asks if you're viewing marketing as us vs. them rather than us and them, using marketing-speak or using customers' language. This is a fundamental concept that so many of us marketers miss, because...because - well, frankly, I don't know why. The point is, marketing is all about conversations and building lasting relationships. But how to best put that into practice?

I think it's summed up best by the words of the great philosopher, statesman and orator Cicero:

"If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words."

It doesn't end with writing copy. You need to think about how your brand fits into various channels. Blogging isn't appropriate for every company. Companies new to the social media space have been known to jump on ideas without thinking things through, utttering "We've got to have a MySpace page!" or "How can we promote our video on YouTube?"

Sorry, it doesn't work that way. It harkens back to transparency. If you're joining an existing social network simply to try to get some quick hits, it's going to backfire on you. They'll smell you from a mile away. Companies that truly get it will:

Understand social media tools
Learn to listen - truly listen - to the marketplace
Participate in a manner that shows they're responsive to the market and willing to join the conversation, not simply "tell and sell."
Lather, rinse, repeat

Labels: CRM, Marketing, New Media, social media, Twitter

About Scott

For hi-res, click here

Ranked by Forbes as one of the top 10 influencers in social media, he has been called "an unstoppable force of nature," "the best corporate social media lead on the planet," and Alan Mulally, the CEO of Ford Motor Company, called him "a visionary."

At Ford, Scott heads up the social media function and holds the title Global Digital & Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications and more, as social media is being integrated into many facets of Ford business.

Prior to joining Ford, Scott served as Consigliere for crayon and spent a number of years with PJA Advertising + Marketing, a boutique BtoB agency specializing in health sciences & high tech.

In addition to his professional responsibilities, Scott is an active blogger and podcaster. He writes about the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog and cohosts I Hear of Sherlock Everywhere, two literary undertakings. Scott has been featured in hundreds of news and business publications in print and on the web, in nearly dozens of books, and on a variety of mainstream media, including NBC, NPR, CNN and The Wall Street Journal. Scott is a recognized thought leader in the social media industry and frequently speaks at industry events.

Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and has a hidden talent for voice over work.

Oh, and one last little-known fact: Scott coined the Oxford Dictionary of English-accepted term "tweetup."

You may download a headshot here, courtesy of Rosh Sillars; a PDF version of Scott's bio is here .

Books in which Scott or his work is featured:

The Social Media Strategist

Social Business by Design

Digital Strategies for Powerful Corporate Communications

Social Media Marketing for Dummies

Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web

Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business

Brains on Fire: Igniting Powerful, Sustainable, Word of Mouth Movements

Open Leadership: How Social Technology Can Transform the Way You Lead

MicroMarketing: Get Big Results by Thinking and Acting Small

Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell and Live

Power Friending: Demystifying Social Media to Grow Your Business

The New Rules of Marketing & PR

by David Meerman Scott

Twitterville
by Shel Israel

Six Pixels of Separation
by Mitch Joel

Monkeys with Typewriters
by Jemima Gibbons

Read This First
by Ron Ploof

World Wide Rave
by David Meerman Scott

Get Seen
by Steve Garfield

Disclosures/Relationships

Scott is on the board of the Social Media Advertising Consortium

Scott has been named to the Advisory boards of Pivot, SavvyAuntie, Business Smart Tools, The Hive Awards,
Scott is a judge for the SAMMY Awards

Named one of iMedia's 25 Top Internet Marketing Leaders & Innovators

Humongo occasionally does web work for me and designed this site

No animals were harmed in the making of this blog.

Scott Monty Bio

Speaking Events

Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please click here to submit a speaking request for Ford-related purposes or email me at speaking [AT] this site's URL (if you know what I mean) to send a general email request.. Scott's bio and headshot can be found in the "About Scott" tab above.

Who is Scott Monty?

Hi, I'm Scott. I'm the global head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on social media - the convergence of marketing, advertising and PR on the Web - for marketers, agencies, the enterprise and the individual. This blog contains my personal views. My bio is available here and my headshots can be found here.