The Social Isolation Funnel

by Dan Robles on 12/22/2009

BBA_SocialMedia_Funnel_largeYou don’t stand a chance.

Social Influence Marketing (SIM) is becoming more sophisticated at finding you in your social space than you are in avoiding Social Influence Marketing (Advertising).   A new set of theories and systems have been deployed on how to engage you in conversation, grab your response data, funnel you into the pitch, induce credit card labor, and draw out your social broadcast.  Guess what, your social media sites are helping them….

Flirting with the enemy

The greatest problem that social media created for advertisers was to disperse the crowd from the once treasured “captive audience” of the radio/TV days to millions of individual affinity outlets.  Blasting the message home is no longer a function of Ad spend.    However, marketers are smart and social media sites are corporations too – now these forces are converging with unimaginable voracity.

They have you figured out.

In a quest for monetization, popular sites now provide “data services” to the brands. Such data empowers, once again, the advertiser over the viewer.  Why not provide “data service” to the users about what the brands pay for and what information they are mining about users?  If Brands are not comfortable with disclosing such information – should we be comfortable about teaching our “human nature” to them?

As social sites increasingly develop stickiness applications to retain the audience, new innovations are directed to that old business TV/Radio model rather than reinforcing the reason why social media emerged in the first place.    At some point, it becomes the best interest of the social site to meet the Wall Street expectation of “tangible output” over the user expectation of increased productivity. In other words, keep people glued to the LCD and don’t empower them to enter their communities to innovate social change.

Once users lose the ability to reject a brand message, we’re all right back where we started from.

People need to meet each other in real life to do real things. The best way to retain the original power of social media is to disperse once again.  Micro-social networks reflecting communities of interest need to form in proximity to each member.  Each community of interest must combine with other highly local social networks to share ideas, create local innovation, and enforce social priorities.

Hide your data in your own data:

Each time a different affinity group meets with another affinity group, the demographic data changes – it becomes renewed, refreshed and remains in the possession of the community.  This is where the value is, people can own it of they knew it’s theirs – and Brands can access access far more value by supporting communities rather than by isolating communities.

{ 12 comments }

Ulrike Berlenbach January 4, 2010 at 1:48 am

RT @punktlandung #SIM = #SocialInfluenceMarketing #Neu http://ow.ly/StL2 ? #socialweb

Agentur Punktlandung January 4, 2010 at 1:36 am

#SIM = #SocialInfluenceMarketing #Neu http://ow.ly/StL2

Lee Rainie December 23, 2009 at 11:30 am

RT @ghmiller: The Social Isolation Funnel | The Relationship Economy…… http://bit.ly/8NOJW5 (via @twttimes)

Red Cube Marketing December 23, 2009 at 4:45 am

The Social Isolation Funnel http://ow.ly/OR94

Geoff Miller December 22, 2009 at 7:36 pm

The Social Isolation Funnel | The Relationship Economy…… http://bit.ly/8NOJW5 (via @twttimes)

ingenesist December 22, 2009 at 2:09 pm

The Social Isolation Funnel http://bit.ly/6HA8Bs

Joe Grasso December 22, 2009 at 1:08 pm

The Social Isolation Funnel: This is where the value is, people can own it of they knew it’s theirs.. http://bit.ly/5hxqZk
RT@JDeragon

Business 3.0 Tech. December 22, 2009 at 12:56 pm

The Social Isolation Funnel http://bit.ly/6HA8Bs

Angela Suddarth December 22, 2009 at 11:21 am

RT@JDeragon The Social Isolation Funnel: You don’t stand a chance.
Social Influence Marketing (SIM) is becoming … http://bit.ly/678woi

JDeragon December 22, 2009 at 11:04 am

Consider this:: The Social Isolation Funnel http://www.relationship-economy.com/?p=7479

smconnection December 22, 2009 at 6:40 am

The Social Isolation Funnel: This is where the value is, people can own it of they knew it’s theirs – and Brand… http://bit.ly/7YIKk7

Jolt Social Media December 22, 2009 at 6:11 am

The Social Isolation Funnel http://bit.ly/7YIKk7
#socialmedia

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