Book Except – The art and a science of Social Media Judo

If you are reading this blog, you know social media is a powerful tool for marketing.  While many companies attempt to utilize this force for marketing, they rarely maximize the potential for Return On Investment (ROI) that is possible with marketing via social media.  For those who are looking to not only improve their marketing but increase and demonstrate the ROI for such programs, Social Media Judo was written for you.

Based on successful social media campaigns for major corporations as Hewlett-Packard Corporation, AT&T, and Time, Inc. as well as a number of startups, we will give you real answers   to achieve maximum results in social marketing with minimum efforts.   The book is designed to detail the best ways to help any business become “greater than the sum of its parts” in the social world.

Except From Social Media Judo

Social Media Judo is a compelling read, full of fantastic information for any marketer that is trying to increase his or her company’s ROI through the very powerful medium of social media.  The authors don’t hesitate to share their early failures as well as their successes, explaining how they rebounded after a particularly disastrous media campaign.  They used their lowest point as a springboard for great success, and they offer concepts that can be utilized by any business, regardless of their size or what they are trying to sell.

Anything worth doing has both a philosophical and practical side. In our book Social Media Judo, we’ve spent a lot of time talking about the philosophical aspects of word-of-mouth marketing. We make no apologies for that. The practical skills needed for a successful marketing campaign look quite similar, whether used in traditional media or on blogs, YouTube and Facebook. Yet when looked at from this new mindset – when traditional marketers adopt a social philosophy and don’t merely slap their current practices onto a new medium – the skills that once looked so similar now appear strikingly different.

We’ve applied the judo allegory to marketing via social media because aside from being an apt one, it also perfectly portrays the necessary balance between mind and body – or, between philosophy and practice. To be black belt caliber, you have to internalize it. And until you internalize it, you cannot excel at it. If you rely on rote, mechanical execution of judo moves without understanding why they work and how they work, you’ll get suboptimal results at best and, more likely, outright failure.

The same is true for word-of-mouth marketing campaigns:  You have to internalize the mindset. The fundamental change toward marketing from a social mindset then markedly shifts everything erected atop that foundation. But we can’t stress it enough:  What we do is both art and science. The philosophical aspect will mean nothing to your bottom line without the practical.  As a result, the two are inseparable. Just as the judo student must learn the philosophy and the physical skills.

Having established this duality, in the coming chapters we’ll move on to presenting practical parts of this by outlining it the five steps of social media judo mastery.

1)      Ukemi, or learning to fall – Mistakes are inevitable; problems will arise. The company that handles them with aplomb has the opportunity to enhance its reputation

2)      Uchikomi, or mastering the basics – Many of the same marketing skills come into play in social media, but most companies stumble when putting them into play. Integrating social media throughout the company can amplify all the other marketing tools

3)      Kuzushi, or focus on balance – Companies have to go with the flow, but knowing when and where to jump into the fray will save time, energy and resources while keeping the message intact

4)      Randori, or free practice – Social media marketing does not exist in a vacuum. Companies must integrate social media into a more holistic, multichannel marketing campaign

5)      Shiai, or the contest – The point of it all – in judo, the objective is to win the match and in business and marketing, your job is to increase the bottom line

 To help guide you through each step, we take a consistent approach to each of the five chapters. We’ll start with an explanation of each step and how you can put it into practice. But that doesn’t mean much without the real-life examples that prove the point – through both successes and failures. The best judo experts learn as much from a throw as they do when getting thrown. Marketers must do the same.