10 Tips for Twitter Unmarketing

As a follow up to the DiGiorno Pizza Critique, I spent a little time thinking about other types of marketers and created a revised post called "10 Tips for Twitter UnMarketing." You can find it here and add your .02 cents.

If you are curious about the title, I'm just not a real fan of the term "Social Media Marketing." I realize it's the hot buzz word - but it makes me uncomfortable. Maybe it's just semantics. I don't know.

We are migrating from the post industrial product-centric organizational model that is heavily task-focused -- to post millenial people-centric models that are customer focused (all tasks wrapped around the customer). It's a revolution that is happening at the pace of an evolution -- and can be awkward and painful as companies walk through the change. Perhaps that's why so many companies find delivering great experiences an elusive goal.

In the wake of this change, marketing is undergoing important shifts. Entirely new skill sets are required. Channel proliferation is happening at light speed. The way we go to market is different -- sometimes less expensive but often much more challenging to manage. Our dialog has changed. Marketing today is MUCH less about pushing an agenda and message through aggressive outbound communications, programs and campaigns. Today, it is MUCH MORE about delivering the experience fundamentals, being excellent and remarkable -- and helping people discover us by building authentic relationships, by allowing others to "taste and see" -- by experiencing.

So that's why I used the term "Un Marketing." This isn't about marketing. It's about customer experience.

While I write about a lot of "stuff," my focus has been on creating great dialog with customers, and designing creating great experiences that are people focused. Social media fits in because it's a rapidly growing, dynamic experience tool. It's important to pay attention to what's going on and learn from specialists , (I don't like the term "expert either) who are actively engaged in various aspects of social media.

I can't thank you enough for your comments, tweets, DMs, IMs and emails. Please keep them coming!

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LEIGH DURST

LEIGH DURST
I’m Leigh Durst, a 20 year veteran in business, operations, customer strategy, ecommerce, digital & social media and marketing. Simply put, I’m a strategist that helps companies (start-up to blue chip) achieve business shift, create more compelling online and offline experiences. I also write, speak and teach about experience design and next-generation business. I’m a futurist, visionary, strategist, doer and connector with a passion for people and helping others. When I’m not on the road, you’ll find me in the San Francisco bay area, working, beaching it and hanging out with my family and dog.

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