The turn of events today made me think about what it takes for a social network to survive in a sea of new ones being born every day.  There are all types of networks that cater to different people and different interests, so my question is

What Makes or Breaks a Social Network?

One opinion I have is that possibly the social networks that cater to niche or very specific users are the ones that struggle the most, because they seem to acquire a “tunnel vision” approach to discussions and participation, and after a while topics become repetitive, the novelty wears off, and there has to be something interesting going on to keep people coming back for more.  I feel that networks like Facebook, and MySpace, for instance, offer a platform that appeals to everybody and make it easier to “cross-participate” and meet people with multiple interests, in addition to having worldwide users and a myriad of groups that you can join or leave at your leisure.

Another conclusion I came to today is that for certain groups it takes a while before they feel comfortable in the Internet networking environment.  If you take into consideration the fact that many of the ladies that belong to this new network are just starting to dab on all things Internet, it is not surprising that they are a little shy when confronted with the kind of freedom and anonymity you find here.

With all the doom and gloom in the last few months, we are all living in uncertain times, constantly under stress, fearful of what the future will bring, and basically waiting for the proverbial shoe to drop. While not dismissing the seriousness of the situation, my friend Dee thought she could help bring a smile to her client’s faces and change the mood, if even for a day. On Halloween she implemented a marketing campaign consisting of freshly baked and shrink-wrapped cookies from a local bakery. The cookies were bundled into a plain brown paper bag slightly filled with shredded paper and tied with frayed tan linen strips to complement the “mummy” theme of the card (see Picture).

The response to her campaign was overwhelming. Her intent to reach out to clients in a very personal way, paid off with a message that was loud, clear, and delicious:  “We care about you”.

The point of this story is that the small gestures always count, be it a phone call, a hand-written note, a personal visit, a timely resolution of a client’s issue, or a cookie to brighten your day, the personal touch and the expressions of random kindness will always go a long way in creating strong relationships that translate into better ways of doing business, opportunities to generate word-of-mouth marketing, and the reward of being positioned amongst the remarkable.

So it is with finding the right balance in our client’s marketing strategies.  But how do we go back to basics?  One of the first steps is analyzing new market trends, and making space for reinvented marketing approaches.  For instance, I have observed with great interest how stores like K-Mart and Sears are offering their shoppers lay-away options.  While this is nothing new, it is a clear indicator that people are being forced into changing their consumption habits and delaying their gratification.

More and more people are using their long forgotten creativity, for instance, instead of the traditional baskets, or on-line bought gourmet popcorn, this year I am sending homemade gifts (food items are always well-received) to my clients, in a special week that I will designate as my “Client Appreciation Week.” Ideas and creativity, and genuine tokens of appreciation, and most importantly, the personal touch will be big winners this holiday season.  Why?  Because when our world is turned upside down, human kindness, and connecting to others in a very personal way give us a sense of hope.

From the business perspective, the current circumstances demand immediate adjustment of marketing efforts to address the changing economic climate.  It requires a great deal of thought, and the use of all our creative insight.  What are you doing to adjust your client’s marketing initiatives?

Nothing is like it used to be. Nothing is like it was ten years ago, ten months ago, ten weeks ago, or ten days ago.  In fact, change happens all the time, but lately it seems to happen faster.

For us marketers, it is challenging to keep up with so many changes in trends, target markets, products, services, media, the economy, and the way we relate to other human beings.

With the recent economic climate, for instance, it has become necessary to stop and evaluate our current strategies, and redefine what the priorities are for our clients, and what the best options are to consider in terms of reaching the target markets, non-traditional media, and ROI.

Main hurdles

1.      Traditional Marketing vs. Internet Based Marketing.  Some clients are fearful and overwhelmed by the possibilities that the Internet opens for their businesses.  It is hard to sort through the amounts of available information, and the hundred of different points of view.  Who holds the magic key?

2.      Too Many Choices, Too Little Time.  When it comes to Internet tools and resources, there is no end to the choices.  Blogs, social networks, or web pages, do one of them? Do them all?

3.      Better, Faster, Cheaper.  Of course this has been the way business has been done for years, but now more than ever, clients are very careful about their marketing dollars, and are less inclined to invest in ideas that are not tried and tested, or that may be perceived as “outside the box,” since the fear of uncertain results is being heightened by the volatility of the current economy.

Riding the Storm

As part of my marketing plan for 2009, I am going to implement a more educational approach to marketing investment, by actually engaging the clients in learning about non-traditional, innovative marketing, and being proactive in making informed decisions.  I feel this is an important service to our clients because it will dissipate some of the misconceptions about non-traditional marketing, and it will allow them to see specific solutions to their marketing challenges, offer innovative (to them) ideas, and bring them up to date on the latest technological solutions and how they can be applied to improve their marketing efforts.