We wrote in our Pubcon 2013 review that one of the most memorable speakers was Scott Stratten. No wonder that we were eager to talk to him in person and ask a few questions about social media. Below you will find our interview with Scott.
Paul: Can you tell about yourself, what do you guys do?
Scott: Hi. I am Scott Stratten from Unmarketing. I rant for living and write books about ranting stuff. I just launched QR Codes Kill Kittens and our job is to be the police of social media, marketing, internet marketing, SEO and everything else. We are trying to lay down the law and do it fun.
Paul: Social media has changed the whole way people interact and how they engage. What is your opinion about building the brand inside of social media? What are your favorite networks, any particular business social networks?
Scott: There are so many now and they are so different, geographically sometimes too. So it comes down to where your audience is. So just because I like twitter, or I am using Facebook a lot more now on a business side than I was three years ago it doesn’t mean you should be.
There is so much robust information out there that says:here who is here and here whois not, you should be able to look and find out that is. Because I don’t have the right answer of what’s good, I like Twitter. I don’t like it so much as I liked it 4 years ago, I like Facebook more now than I liked 2 years ago, I don’t like Google plus and some people do, it really comes down to what works for you, and where is your audience. If your audience is 14 year olds for your market place, you are not going necessarily where 50 year olds are going. So you gotta look and say: who is my audience, who do I wanna talk to and then I go there. It’s more important for me to understand you are going in for the right reason than it is where. You are going to talk to the right people, to engage, because once you open that door, you need to be able to go back and force, instead of just push messages out there. Your style, your strategy is more important than necessarily always where you gonna do it.
Paul: So, today everyone mentioned that marketing needs to be changed. I mentioned myself Gary Vaynerchuk, I am not sure if you follow him…
Paul: He mentioned that marketing means everything and you showcased different things andthat’s really awesome.For us as marketers, what do you think we need to do then? How do we have to interact with other people? Maybe you have a specific case or ideas how to make content viral?
Scott: The thing with viral marketing(that’s where I did a lot of my work in) you don’t make anythingviral. When someone comes up to me and says can you viral up a video, it’s the funniest thing I have ever heard. You don’t sprinkle some dust on something and don’t make it go viral. People don’t share content because you want them to share it, people share it because it connects with them good or bad. See positive or negative reaction, but they have to react to it. All viral is a combination of chain of reactions, right? Me seeing something, and saying I need to share this, I need to comment on it, I need to tweet it. Viral is a reaction and we need to understand what makes people react, and if we don’t we’ve lost. You will never go viral because you don’t choose to. If you ever called something a viral project – I don’t like you, because it’s not viral, viral is a result of content, it is not a plan.That’s the difference. I am getting angry, I am sorry, it hurts me.
Paul: I really love the negative, the positive, it drives me,it’s so much energy,
Scott: Oh good.
Paul: The final questions. Let’s talk a little more about how brand interacts with consumer base. It is very important to monitor the staff, social network and give feedback to all the users. We came from Russia, not so many brands rely on that. Can you speak a little bit more from your side as an expert to all of our brands that are Russianfocused. Guys you have to do that. Some sort of message to them.
Scott: Hello everyone. My biggest message is you need to go where your audience is. The audience is no longer listening. The old line is: audience islistening. The audience is no longer listening, they are talking. And that’s the difference, they are talking publicly, they have more ear share, they have more market share than the brand does. No matter what you do in marketing as a brand, the biggest marketing being done is the mouths of the customers. They are your marketers. Customers are marketers, we don’t realize that, our biggest marketers are our customers and if we are not replying to them, or if we are not listening to them, they are going to say something different that we don’t like and you can’t do anything about it. And I love that. You cannot do anything about that, and you are in the conversation, so you can help that conversation, so if you are not there, it’s like the parents are away and the customers will do anything they want, it’s pretty fun.
P: Thank you so much for your time. It was really engaging and passionate. Thank you so much from the users who watch it from the other side of the ocean. Guys this was Scott form Unmarketing, follow his book “Unmarketing ” and it is going to change the stuff.