social media marketing

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This morning I gave a talk at PTC  as part of what they call their “Marketing Innovators” series (I’m in good company, as the founder of North Face – Hap Klopp – was the previous presenter).

PTC is a fascinating company that – from my admittedly limited vantage point – seems to deeply understand the perils and opportunities expressed in these slides, but, hopefully, I gave them some ideas/context.

In any case, these slides are a distillation of the models my consulting firm uses.

The title of the deck grew out of an ancient blog post I wrote back in 2011 in this space.

This idea – in addition to framing up our consultative approach – has also become the name of a course I teach at Brown, and – heaven help me – will be the title of my next book.

gh at PTC

[Photo Credit: PTC’s Twitter]

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In my post The Straddle, I compared MySpace and Facebook:

Facebook works because it allows you to enhance and augment your offline experiences. You post photos of things you do with your friends; you write on each others’ walls regarding offline experiences.

MySpace is more of (and I use this word in the loosest possible manner) a portfolio (or, what I really believe it’s become, for bands at least: a demo). MySpace has nothing to do with your offline life; it’s only related to your online life, and, thus, falls short.

Well, a new Facebook app takes this offline/onlne connection one step further. Market Watch reports:

…a new Facebook application that gives users the ability to send real drinks to friends for $1, today announced their official, exclusive launch in Arizona. The BarTab service turns Facebook virtual drink icons into real drinks, redeemable by cell phone (electronic coupon) at participating bars in Arizona. To date, more than 100 bars have agreed to participate in the program with many more lined up statewide. BarTab will host a kick-off party this Thursday at 8:00 pm at Scottsdale’s Salty Senorita, where guests will be able to demo the new application live.

Note what’s going on here: Not only does this app allow Facebook users to further marry their online life with their offline life (i.e. The Straddle), it also allows these bars in Arizona to do The Straddle. That is, you gotta imagine that they’ll encourage patrons to take pictures of their time at the bar and post them to a FB/Flickr group. This encourages those who post their photos to share them with their friends by directing them to the bar’s FB/Flickr/blog where the photos are housed. Basically, the patrons are doing the marketing for the bar.

Get me to Arizona!

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