Smart marketers are plunging headlong into social media and extending their brands and ecosystems to boldly go where no brand has ever gone before. The digital landscape is exciting, it’s where the buzz seems to be, but the true catalyst of growth and change, I believe resides in the place where your digital and analog worlds collide.

In other words, when you can build a network by conversing with seemingly like minded individuals on your blog and then turn one or more of those individuals into strategic alliances built on a burgeoning relationship of truse, and finally, get a chance to introduce that person to a good customer over lunch, well that’s what I call the ultimate cross channel experience.

colliding ecosystems

To me, twitter is not simply another extended world to manage, it’s an opportunity to initiate community based on ideas instead of geography or industry and then potentially explore ways to move members of that community into other exciting and profitable relationships.

I had a brief conversation on this subject over the weekend with David Armano, author of a great blog called Logic+Emotion. David creates incredibly effective illustrations of ideas and concepts. Visual thinkers will love his work. – Spend some time with this set of illustrations.

What I’m really talking about here of course is integration of marketing messages, campaigns, opportunities and channels, but I think the ability to do this in planned, impactful, and scalable ways has increased dramatically through the addition of social media. But, not to the total exclusion of the conference, chamber social or MeetUp.

Bottom line: we need to think intentionally about the ways to use online to create richer offline opportunities.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • Awesome slide show. I think you could spend a morning just just looking at it. Your Bottom Line comment is equally as important.

    I could not agree with you more John, Integrated Communications is where it is at. There is so many ways that a prospect/customers receive information these days and as a result there is not 1-way that works anymore. You have to be everywhere, even with a targeted client and message.

    If you messages are integrated enough your customers will migrate to your other messages online and offline. It just does not happen as quickly as we would like. As a result, we run a “Super Bowl” ad or our equivalent and wonder why?

  • I still want to spend more time with the images and think through it, but one initial reaction is that I’ve seen this with a couple “Tweetups” I’ve been to. I’ve met so many new people via Twitter over the past few months, and going to local Tweetups has allowed me to strengthen relationships that started via social media. Some of these have led to finding new clients, partners, and even employees.

  • Agreed (on using online to create offline opportunities; and vice versa). The challenge, for me, is to be able to ‘wrap my arms’ around something that is pretty BIG in scope. But I do like challenges!

  • I agree with what you’re saying here completely. This seems to come easier for some than others but I think if you really try and put some time into it you can use these social media sites (twitter, facebook, etc…) to really grow and create your online/offline business. Great Post.

    Sean C.