Ever have a term buzzing around in your head, & not sure why? Well I do now and I'm actually writing this post ass backwards, starting with the title and seeing where it takes me. You see, I'm praying in front of the laptop god hoping it takes me some where good, and I've been praying for guidance :) as I compile the strategies and tactics around SAP's marketing social media strategy.
Out of this naval gazing, I've come to realize that this really is a an exercise in Elemental Marketing. What media components and tactics should be combined at their most elemental - most fundamental levels to create something new and drive greater intimacy between SAP and its customers. And these Elements align to what David Armano likes to call Micro interactions. Like David, I'm a firm believer that an experience a customer has with a brand or with any one for that matter is the sum of the cumulative interactions (check out my post on the value of micro-experiences) they have with that brand over time. Each micro-experience has to deliver value and provide an incrementally positive state of being for that customer.
And these elements need to be made "Sociable" -- that is both paid and unpaid media, traditional and non-traditional must be made to work together, to coalesce into a 360 degree experience for a customer. Whether its social media delivering that experience or something else. Being Sociable is more than being Social its as i said, all elements working together to deliver a superior experience to a customer. To my way of thinking, Media being Sociable is more important than it being Social. So my thoughts have moved significantly on this. I was very focused on delivering a killer Social Media strategy for the Marketing team at SAP. No more. I'm focused on delivering a killer Sociable Media strategy... for sure, Social Media tactics are a key part of this strategy but my focus has shifted to not only the strategies and tactics but how sociable, how they fit together, derive synergies from one another and truly be a Whole greater than the sum of its parts.
