Scott Stratten is the president of social media firm UnMarketing, and with more than 52,000 Twitter followers, he is an innovator who has embraced some of the newest trends in online marketing.
We asked Stratten, who is responsible for numerous online viral video hits including “The Dash Movie,” “The Time Movie,” and the “I’m Breaking Up With The Leafs” video, to share some of his thoughts about the search and social media trends he will be addressing during his PubCon keynote address this week in Dallas.
PubCon: What are a few of the things you are looking forward to sharing with the tech-savvy crown during PubCon South at Dallas this week?
Stratten: The fact that social media is a function, not a solution. It doesn’t change the fact that relationships take time.
PubCon: How important do you think it is for businesses today to have good social media and marketing strategies, and how often should they generally wait before revisiting such plans?
Stratten: I think it’s less about social media strategy and more about whether or not they believe that better market relationships equals better business. This isn’t a cheesy “let’s hug” thought, it’s serious. If you don’t think it will lead to better business, don’t even try it. Forcing “social media” is the worst thing you can do. If your perception and attitude about your market is “they need to just buy and shut-up,” it’s not going to go over well in social media. I rather you not be there, than be a jackass.
If you do believe in it, then a plan does have to be created and it really depends on where your company is in the grand scheme of a brand. Do you have a high level of brand recognition? Then using social media as a listening and then conversing post would be a great place to start. That doesn’t work for a company that isn’t known on a large scale, so their plan needs to be more about gaining traction within social media. Revising this strategy should be an ongoing thing. You need to start on one platform, gain traction and then spread out.
PubCon: Do you think that the shorter attention spans generally present among today’s Web users make it more important than ever to capture Web site visitors or Twitter followers right away?
Stratten: I’m sorry, what? I wasn’t paying attention. Oh look! A leaf! The term “capture” scares me a bit, even though my whole business is about “pulling” the lead towards you. Be careful not to try and capture too quickly. As an example, if I land on your blog and within two seconds I get hit with a pop-up telling me to subscribe, that’s just a slap in the face. Give me some time to know I want to sign up first.
PubCon: Our audiences may be interested in how you came to start UnMarketing, and where you see it headed in the future?
Stratten: It started really out of frustration and anger that we were all hypocritical marketing to each other. No one liked getting a cold call or junk mail, but we were all searching for better ways to do it for our business. That’s like learning how to punch someone in the face better. I knew that there had to be a better way and believed that if business was built on relationships I had to make building them my business.
In the future? It’s pretty exciting in the present, with how social media has really shifted things, Twitter has become the trusted version of Google for many and people are engaging like never before.
Stratten will be delivering the kickoff keynote address during PubCon South at Dallas on Wednesday, April 14, 2010, where he will share some of the “Stop marketing. Start engaging.” innovations that have propelled his rise to social media marketing success, as he prepares for the release of his John Wiley and Sons book, “UnMarketing: Stop Marketing. Start Engaging.”
At our successful PubCon Las Vegas 2009 conference Stratten drew huge audiences and high praise speaking about new media trends, and we are excited to take our association with him to the next level with his keynote presentation during PubCon South at Dallas this week.
We look forward to seeing you at PubCon this week to hear Stratten, our Thursday keynote speaker Rob Snell, and the dozens of other top speakers who will be presenting during our many sessions throughout the conference.
Lane R. Ellis