Web 2.0.  You Can Study It At Home.

Many times when we discuss with our TNI clients “What is social marketing?,” a.k.a. Web 2.0,  you see their eyes glaze over.  And why not?  Social marketing is as simple as the tax code.  It’s as straight forward as the NFL draft.  It’s as uniform as drink choices at Starbucks.  Of course, none of those statements reflect reality.  So, how do we put social marketing in simple terms?  Let’s try to put a “face” on Web 2.0.  Where to start?  How about in your own home?

How do you like your web?  1) Safe and serene to be used as needed from you desktop at home or the office?  2) Daily, frequently and available via laptop at any coffee shop?  or 3) Urgently, constantly and with the agressive pressure and pleasure of  Twitter, Facebook, LinkedIn and blogging? 

Which of the  users above, 1, 2 or 3, take advantage of social marketing?  The truth is, and I know this from personal experience, they all do.  In our household, I am a web user somewhere between 2 and 3.  I tweet (TNIMAN), I blog both personally and professionally. I read dozens of posts, newsletters and articles weekly. I Facebook.  I LinkedIn.  (Are those now verbs?) I love reviews and feedback from users.  I even occasionally like viral emails from my father-in-law regardless of our political differences.  So, I could easily and effortlessly be identified as a web 2.0 today.  Yeah, I need it just like my morning coffee!

But, I’m not the only social marketing maven in the family.  As a matter of fact, I may be the number 2 power user of Web 2.0.  My wife, the “Dear” in the title, is much more of a power user of social marketing than she realizes.  The truth is, many people are.  Yes, Jodi is a type 1 web user.  She can wait to get online until she’s at home.  She doesn’t carry a phone that gives an annoying “PING” every time some profile is hit.  Her web use is safe and serene…yet very very active  and personal.  So, how is she a Web 2.0 black belt?  How is my “Dear” the face of social marketing?  Simple.  She surfs, reads, researches and communicates online about many things every day but especially about her passion – distance running.  Check out just one typical weekend’s interaction online strictly regarding this activity.


Checked out http://www.runnersworld.com for advice, news, interesting articles and tips.

Went onto http://www.fleetfeetstl.com to check out her log-in area for her running group and to Google map Saturday’s group run.

Verified event entry for the upcoming St. Patrick’s Day run at www.irishparade.org/run

Looked at other potential March/April races on http://www.getregistered.com and www.StlouisTrackclub.com



After being concerned about an increasingly sore heel, went onto  www.Webmd.com  and researched Kinesio tape (you know, like they used in the Olympics) at  www.Kinesiotaping.com  (probably bought it too, but I’ll never know.)  Also, booked an online appointment with her chiropractor for an appointment to check it out.

While resting and checking email, looked into http://www.yahoo.com and read articles on blogs: http://www.sportsgeezer.com (for me she says) and www.Runtrails.blogspot.com.

 After reading, she did some writing and posted today’s activity on her own blog, www.runninglikeagirl.com.  She posts on the average every other day in a frank open manner with NO ADVERTISING.  Get this, to her, it’s not all about AdWords.



Did a little shopping on http://www.titlenine.com, www.NationalRunningCenter.com, http://www.tenniswarehouse.com, and, of course, bidding on some running shoes on www.Ebay.com.

That’s 16 websites with interdependence and interaction all related to the single activity of distance running in one weekend.  Other days could have included reading about races, reviews of clothes that other runners liked, uploading and downloading some Garmin data, posting more information onto her site, www.stlouisbasketballcourts.com, logging onto photo albums of friends on Flickr.com or checking out something viral on YouTube.com.  So, how do you begin to explain social marketing?  How do you put a face on Web 2.0?  For me it’s as simple as looking at my wife. I call that face “Dear.”


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