Communication Overtones Comments
Great and insightful presentation, Kami! Thanks for sharing.
nice
OK. Yeah. just a little jealous over here.
Usefull information about an interesting subject. Thanks!
I find it true in my work as well - we are so focused on the tools and the content that sometimes we forget what makes it all social (which is a key factor to the success of any social media initiative)..
Yes, I find that MANY of my clients and audiences when I speak are VERY focused on the tools.
Common question: "Should I get a Facebook page?"
The bigger question: "Where are the people that I need to talk with hanging out?"
Big difference in thinking.
yeah and also big difference in overall understandment of the media =)
They key to social media is not the tools, but rather the conversation. All too often marketing teams are focused only on the tools (execution) with very little, if any, focus on what conversations they trying to start or join.
Simply being on Youtube doesn't make a video "viral". Simply being on facebook doesn't net you 1 million friends etc...
Brands need to ask themselves, why would a consumer want to engaged in a dialogue with us? What is in it for them?
Consumers want something relevant and tangible - not product tips or a unsolicited "sell" message.
Often times consumers don't care about the brand, but they care about what the brand can give them. This is hard for a lot of brand managers to understand, that being the messenger for valued content to the consumer can be more valuable for their brand that delivering branded content that the consumer doesn't care about.
Kami I would also add that knowing where the people are is just the start. You still need to identify the "way in" to the conversation.
It's like being a single guy. You know the women are at the bar - but just knowing that doesn't mean they want to talk to you. You have to figure out what your strategy is and how to engage them.
Unfortunately most brands are doing this with the phrase "hey, do you come here often?" As in a bar, this never works!
Knowing where they are is simply part of it, but knowing HOW to approach them is what will determine success or failure ultimately.
(I learned this from many failed bar visits as a young adult! 
Alex;
You bring up one of the most important things in social media, which is that people want to know what's in it for them.
I love your bar stool example, it is so true. I might use it as an example sometime if you don't mind.
I coach clients to look for the areas in which they can contribute to a community and focus on that.
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