Saturday, August 16, 2008

SEM vs. SMO Part 3: The Social Metropolis

Social Media Optimization continues to grow at an exponential – and nearly incomprehensible – pace. In the agency world it is almost impossible to stay at the forefront of the SMO environment due to this rapid expansion. That being said, there are a few agencies that do an outstanding job of keeping abreast. In the third installment of the SEM vs. SMO series, I will focus on GoViral, the concept of The Social Metropolis, and the book by the same name.

To begin, let’s get up to speed on the concept. At the end of the article I will provide a link to download the full book free of charge from GoViral.

Jimmy Maymann, the founder and CEO of GoViral, presented his concept of The Social Metropolis this year in Cannes. The video of his presentation is below. Though lengthy, it provides a basic introduction to the concept of The Social Metropolis and what it means to enter this emerging space.

One of the key takeaways from Mr. Maymann’s presentation is the concept of democratization of information. As more people have free and unfettered access to the internet, we see a growing trend of consumer empowerment. The following excerpt from The Social Metropolis highlights the resulting disparity between consumer intelligence and the current state of the ad industry:

“The result is a genuine mismatch between a media and marketing experienced public, and a marketing/advertising industry that, generally speaking, have been delivering the same product since the 1970s. I magine if Ford or Sony did the same...? The old model is broken - a new one is only slowly taking shape. Over the past decades, companies have become used to defining their message, shaping their brand, and having complete control over the channels of communication. Now they are losing it” (The Social Metropolis – Page 11).

Though there is a bounty of new and exciting information in The Social Metropolis, ADMAVEN wants to highlight the bigger picture – respect SMO or be left in the dust.

Explaining exactly how you can take advantage of SMO to leverage your next big campaign is out of the scope of this article. This information, however, can be gleaned by reading GoViral’s The Social Metropolis. Visit GoViral and download the book here.

Happy reading!

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.

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