Don’t believe there is social media clutter? I direct you to exhibit A.
This “supergraphic” designed by Scott Brinker is a summation of everything you will see in the Marketing Technology Landscape, i.e. anything where marketing uses technology. I actually quite like this graphic because it helps localize not only the many functions of marketing and technology, and it’s brilliance is in its flouting the conventional wisdom of infographic / data visualization.
To cut through this clutter, however, I believe we have to be able to simplify all our efforts and take a really well reasoned, accessible approach to what we are doing as marketers that help kill the clutter and focus on the essentials. If we don’t have a good hierarchy to follow in our minds, then we will be ineffective in our teams and our services will fold.
Michael Hyatt proposes I think the strongest framework for organizing our marketing efforts and cutting the clutter. Here it is:
- Homebase: This is your home and where you want to direct all traffic in order to convert social media interest to mailing list signups and product purchases. This is what you own and where you deliver.
- Embassies. These are part of any service, like facebook or linked in, and they focus on interactions with people on their own terms. They are not the greatest source of value but always point toward the homebase.
- Outposts. These are where you have a listening ear to what the conversation is doing, where you monitor your name and can respond to critiques and issues quickly.
With this framework, we can start putting the marketing technology landscape to better use. Once we start to see how each of these services can fit inside to each of these area, then we can get more clarity within our organization and drive more business. This does not mean business isn’t complex, only that complexity needs to be well organized.
In addition, this follows the Rule of Three’s, that I love so much. Data that comes in threes is always easier to remember than data that comes in any other format.