An Event Or A Process?
I have been looking closely at the circumstances
surrounding the recent Social Traffic Launch and today
came to the conclusion that what is missing for most
people is an understanding that there is a big difference
between event based and process based marketing.
They are both intimately connected to each other but if
you focus on one you maybe miss the essence of the other.
Simon Ford seems to have an intimate grasp of both and if
you have taken the time to read his book you will
understand a lot of the processes that took place behind
the Social Traffic launch and will view it differently
from those who just came to the party and left after the
buzz died down
Marketing is a set of processes that can be repeated. When
a group of people participate in a launch like the Social
Traffic Group on Facebook the majority are only aware of partial
processes. They view it as a singular event.
Part Of The Audience Or Participator?
They lack the longer term vision and understanding of the
sequences and motivations behind the surface appearance of
what is being presented. Its like being part of an excited
audience watching a skilled magician performing and while
being part of the whole experience you never know the
secrets to how he manipulates the audiences attention so
that he can entertain and mystify them with his
presentation.
You might be able to describe in great detail the outer
form and of individual tricks and maybe even remember
the sequence of the whole show but if asked by a friend
to repeat any of it you would be hard pressed to come up
with the goods.
A Talented Team
A good stage show needs more than just raw talent to
succeed. It needs a team of people who are behind the
scenes co-ordinating the infrastructure and organizing a
multitude of tasks so that the stars of the show can do
what they are best at.
Not everyone can be on stage at the same time. It would
get crowded and confusing you need a director to sequence
the show and a technical and managerial team to ensure
that venues are booked, tickets sold, lighting and sound
are arranged, props and scenery are in the right place at
the right time and that the show proceeds smoothly and
effortlessly. Any problems are dealt with and the audience
only see what you choose to present. Script changes can be
made right up to the last minute to inject that sense of
spontaneity.
Weaving The Storyline
A good Showman will also get the audience to participate,
This adds an added sense of authenticity especially if its
your friend who is pulled on stage. You might never know
if this person is a co-conspirator and in the end it
matters little because you came to get entertained.
When done correctly the whole audience will feel like they
have been an intrinsic part of the performance, they will
be woven into the story and they will own that experience.
They leave with a warm glow and will tell all their friends.
Alone We Can Do So Little; Together We Can Do So Much
Translating this to our own situation and the issues that
Simon Ford addressed in his recent Facebook Note, it
becomes clear that the boundaries between the audience,
the performers and the managerial and technical staff have
become blurred. The processes that go into creating a
singular event have become blurred with the event itself.
Building A Movement
Social Traffic has morphed out of Simon’s original vision
into a whole movement and shifting of consciousness in
relationship to social media and how we choose to do
business online. A divide is opening between those who are
authentically serving the online community and those who
are bleeding it for their own personal gain and as
transparency increases this will become more and more
apparent
An Invitation
What Simon is proposing is an invitation for all those who
enjoyed the past performance to come behind the scenes and
take part in much more than just what you saw on stage the
last time. The ones who come will be those who are
motivated by curiosity and excitement rather than what’s
in it for them . They will have an inner driving force
and will receive their remuneration in ways that are hard
to predict beforehand.
How much is that kind of experience and training worth?
Those who have no hesitation at this stage will find it
easy to put their heart fully into the process.
Surrendering without knowing the outcome is only possible
for those who are fueled by this type of inner passion.
Ready To Jump In?
I am excited to see who else will jump in with both feet.
I also want to point out that if we really want to
radically shift our models we need to radically shift our
metaphors. I used a stage performance because it is
comfortable and easy. You can identify your place,
recognize your personal position , and know where you
fit in, even if you can’t see the whole picture.
Entering The Unknown
Where we are going there are no comfortable models or
easy metaphors that you can use. We are entering into the
unknown where things will almost certainly get shaken up.
If we want to avoid the usual patterns that come with our
human conditioning we will need to push the boundaries
into some uncomfortable areas. Stretching our belief
systems of who we are and what’s possible.
Synergy Unlocks Our True Potentials
I know from reading the comments on Simon’s post that some
of you have touched on a few of these places. Where the
boundaries between personal and collective start to melt.
Where the power of synergy opens up potentials impossible
for any single individual. It can be exciting but also
scary at the same time. Do you have the courage that’s
needed and an intangible feeling of rightness that keeps
drawing you forward?
We Have Experienced Guides
Any adventurer or pioneer feels the same way. Each small
discovery is another part of the territory mapped out. Our
landscape in our social media world is moving so fast that
even the map makers are finding it hard to keep up. Its
becoming like shifting sandbanks that change with each
tide. We are lucky that our team already has many seasoned
guides who have that intuitive sense and ability to lead
on solid ground and can spot the quicksand’s before the
rest stumble into them.
Are You On The Bus?
I am excited at our collective potential, I am also under
no illusion as to the level of commitment it will entail
and the transformation it will bring to all its
participants. As Ken Kesey once said with the Merry
Pranksters ” You are either On The Bus or Off The Bus “.
Even if you are On The Bus you can still be Off The Bus
and if you are Off The Bus you can still be On The Bus.
What we are proposing is going to bring about a complete
paradigm shift, I hope that you choose to come along for
the ride whether you are “On The Bus” or watching us from
the roadside.
