a 'conversation' bow
Many of my recent posts have been influenced by seeing President Obama speak. None more so than my wife's fashion conversation with Michelle Obama about bow selection... Many of my friends and colleagues asked why did I make that post??? What did it have to do with marketing or social media??? So, I wanted to, pardon the expression, tie it up with some visual representation of how content drives viral marketing via a "conversation bow". A "conversation bow" shows the link between online sharing tools, content and the generated conversation. It's a bulldogmi spin on social media and conversational marketing promoted by forward thinking bloggers like David Armano's Logic + Emotion. It also highlights the fact that content becomes the center for conversations and connections. The three components of the 'conversation bow' are: content: Your content is the central component in which ties together the tools and conversation. Content drives the community. I realized the Michelle Obama fashion discussion on the size of bows was something worth posting. It reflected on her character & fashion decisions ....and let's face it, getting a rock star location, shaking the POTUS and FLOTUS hands and having a chat that actually engaged Michelle Obama is pretty cool. The discussion wasn't specifically about marketing or innovation, but it was still relevant for my bullBLOGmi posting since I've I'm still finding the right voice for the blog (since I've been writing this blog for only about 6 weeks) and I'm always trying to integrate (pop) culture within everything I do. Additionally, it also was much more likely to get pick up than previous posts. tools: Your tools enable your content to be discovered. Your tools can include search engine optimization and social network sites. Tools consist of your RSS feed, email,...then you have your social network tools like facebook, twitter, flickr, stumble upon, digg, etc... you can go direct or use sharing widgets (like Share This). SEO is a tool...and your strategic use of AdWords can be a tool as well. Your tools are your starting point to get noticed. conversation: The conversation is where people go to consume, comment and share content. The conversation can be within your own site or an external site. It will likely be a combination. The more content you can develop the more relevant you become part of a larger conversation...The more you can aggregate content the larger the conversation...The more fans/feeds you have (that actually read and react to your content) the larger your contribution to the conversation. The diagram above graphically displays the conversation bow. First, I wrote the post about our encounter and chat with Michelle Obama....then I sent out an email to fans, posted on facebook and twitter page...the RSS feed and 'share this' functionality were in place. Now, if ended here then the posting would not have entered any significant conversation and generated little traffic. However, via the tools, the posting got some pick up on some political pages like Huffington Post, some blogging networks on LiveJournal and oddly enough a closed social knitting network called Ravelry. The largest conversation online about Michelle Obama's fashion and style is on Mrs. O. When my posting got a front page headline on Mrs. O then I made significant in-roads in the conversation and bulldogmi site traffic grew. And it lead to more and more links to a variety of other sites since the bulldogmi post integrates with Mrs. O's conversation bow (I'll show that graphically at a later date). I was also able to find out that Mrs. O is part of a branded content intitiative for bbh/zag that I talked about in an earlier post. The conversation bow got larger and larger as it connected to more conversation bows. As Michelle Obama says, "If you're going to go with a bow, go with a BIG bow." This goes for fashion as well as digital marketing.