Archive for human media
We are walking towards a digital-human present, where interpersonal skills and competences developed in an online environment are increasingly important. This could be a great barrier; however, these skills shouldn’t end in the online sphere.
We now expect human relationship no matter where, when and how the transaction happens, thus the interaction. Now the strategy is to stay human through the Internet and beyond the social media hype, and yes, making use of the online landscape to reach marketing and media goals.
Don’t forget that the audience is the heart of the brand. Now the brand has the responsibility for making the public part of its story. Human Media makes possible the engagement between public and brand. It creates emotional touch points that make people feel part of the brand and the story that it is telling to the market.
Let me tell you a bit about the job we’re doing at Amnesia Ibiza…The club’s presence and bond with its public is unique thanks to a comprehensive integration of social networks in all aspects of the company.
During all this time I have realized that we pay to much attention to concepts – perhaps – too abstracts, such as the times you interact with the audience or how many visits have our blog or youtube channel. Ok, it might not be as abstract as we may think, at the end, it’s our day-to-day job (bonus: you can also buy it on the Internet) No, it’s really abstract when we compare with staying human.
Social Media can be understood in different ways, there will be people that it will talk about platforms or tools and there will be some – the crazy ones – that will say that it’s about people. I believe that Social Media is a means of expression that makes possible for customers, communities and brands “staying human.”
We need that the platforms and tools allow us to connect, build relationships and create human interactions, we need that people fuel the Web and not the ego-system. We are in a scenario where the mobile connectivity is demonstrating that it’s a real alternative to reach customers. There connectiveness is more important than targeting or retaining customers, now touching emotionally is the new CRM.
In this TEDx talk I introduce and explain the idea of a more human media on the social web, Human Media, a different approach for marketing our audience according with the online revolution we are experiencing.
Google analytics, awe.sm, Sysomos, Radian, TrackUR, Techigry, FlowTown or Brandschat - we all know that they help you to track leads, conversations and real numbers, but they also offer an opportunity to gather human information. Then, what areas should we paying attention to so we can measure human metrics?
Social Media is a means of expression capable of creating change that changes people in real and meaningful way. If so, then Human Media is the brush that allows you to draw in the canvas of media and marketing, so you can create human relationships.