Confessions of a once reluctant Digital Marketer
Priscilla Tan, Senior Marketing Manager (Greater China), Adobe APAC – LinkedIn
Two years ago, if anyone had asked me, I would have proudly said that my only connection to social media was my Facebook account. I didn’t tweet, use LinkedIn, or blog. Like many of my friends (or at least my marketing friends) back then, I didn’t see the benefit of getting involved in lots of social media sites. Our jobs were already so busy, even without us getting onto the latest “social” bandwagon and there were very few companies out there who stood out as shining examples of “digital trendsetters”.
Fast forward two years to the Adobe Digital Marketing Summit 2012 in Salt Lake City, Utah, add 4,000 marketers, and I can tell you that my perspective has completely changed.
The two days that I spent at this year’s summit have opened my eyes to new developments in the digital space, and helped answer many of my personal and professional questions. One particularly eye opening moment came when Brad Rencher, Senior VP and General Manager of Digital Marketing, Adobe, emphasized in his keynote that “The power of digital self has gone from academic to action”. I think this is a perfect metaphor to describe the way my perspective has changed towards digital and social media in recent years.
Though there are now many answers to the questions I had several years ago, there are still more questions that I think we all wonder about today. Here are three of the biggest ones for me:
- How should a marketer or company define social media?
The answer to this is surprisingly simple. As advocated at the summit by Arianna Huffington, President and Editor in Chief of The Huffington Post, social media is like telling your stories and having a conversation with friends. Social media, as a platform, is one of the best ways that companies can begin to tell their stories, in interesting ways that invite customers to have a conversation with them.
- What is the “digital self” that a marketer or company should project in the digital world?
At the summit, Biz Stone, co-founder of Twitter, shared his own “digital self” is his actual self. At first, it came as a surprise to me that they were basically the same. I would think the real Biz Stone would be different from the digital Biz Stone. But on deeper thought, it all makes sense. Companies and/or marketers who hope to get customer attention should be ready to project a real and authentic voice or brand image in the digital platform. And it is perfectly OK to show one’s vulnerabilities because customers can see through anything that’s less than authentic.
- How do we define success from social media?
Biz Stone also commented on how we often define success as having customers “glued” to our social media profiles 24×7 and never leaving it. However, he said that true success is better measured by how often the customers check out our social media profile a day.
After everything has been said and done, the best advice came from Ariana Huffington when she said that as digital marketers, we need to unplug in order to reconnect again. None of us wants to be “burnt out” from too much of digital and social media. And what better way to “unplug”, recharge and learn than to be part of this Summit community of digital marketers.
Now I am a “converted” digital marketer.