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Ernie Mosteller is a video and film director who gets great performances from kids, adults, clowns, cinematographers, editors, animators, real people and the occasional frog.

An ex-interactive creative director and creative director, he understands traditional and new media — how they’re alike, and more importantly, how users use them differently.

He has directed hundreds of national and international commercials, and if pixels had any weight at all, a ton of web content. He has also created web and social media strategies for major brands. He writes and speaks extensively on the power of content in today’s media landscape.

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Engaging People, not Users

Written on
Feb 6, 2009 
Author
Ernie Mosteller  |
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Engaging People, not Users

sehablasearch_small.jpgADOTAS EXCLUSIVE — I frequently find myself in conversations with clients and other agency folks about how to reach and persuade people who are on the web.

I don’t know about you, but I find these conversations increasingly difficult, because as far as practical reality for most of the products most of us deal with is concerned, “people who are on the web” is better defined as: people.

A few days ago, someone forwarded me an article about trends in social media for 2009. Forgive me, please, but I can’t remember exactly where the article was from, or who wrote it, because I was uber-multi-tasking when I read it, and when you uber-multi-task, or at least when I do, some things fall through the cracks.

 I do remember, though, that a big point the author made was about games, widgets, and apps on social networks, and how the trend for 2009 is away from those things, and toward connecting with other people, and building relationships. Um…did I miss something, or is that not, in fact, a coming trend, but the actual foundation on which all social networks, going all the way back to, and including, the message boards of 20 years ago were built?

In another piece, a blog post I think, by another person I can’t remember right now, there was the a really nice moment of clarity. I’m paraphrasing, of course, because I can’t remember where I saved it: “People don’t interact with Twitter or Facebook, or any other social network, or any other website, for that matter. People interact with people. They just use those things on the web to help them do it.”

I’m forgetful, and can be a little scattered. Now you know something about me. If you’re smart, you’ll use that knowledge to craft a message that is directed toward me in a way that convinces me you’re going to solve my problem. That’s it. It doesn’t matter whether you do that on the web, or on a billboard, as long as you do that, specifically.

Now, of course the web has some advantages over other media. You’ll probably be able to target me more narrowly, deliver more relevant information, give me the opportunity to explore your solution at any depth I choose, recognize and allow me to explore alternative solutions that might compete with yours, and compare them. And given my media usage habits, you’re most likely to catch me on the web, and not likely to catch me anywhere else. All of which make the web a very interesting and complicated place to craft messages for, but none of which alter the fact that no matter how you serve up your message to me, the essence of the transaction is a human interaction.

People interact with people. The web is simply another way to do it.

It’s easy to think about “Users” and “Click-throughs” in the same way P&G large marketing organizations talk about “Consumers.” But it’s dangerous. Because the less you think in terms of “People,” the less likely you are to craft a truly compelling experience for them.

– Express your opinion, comment below.





Reader Comments.

As my company approaches a public launch of a new social media monitoring app…I find your ideas very refreshing, as I am a person who both interacts with ‘people’ on a customer support level, and also engages with the product team to discuss ‘users’ which in many cases turns into a discussion about numbers.

I have no idea now how I found this article;) but I’m glad I did, and I think that ultimately, those of us who understand the need for a more human friendly web experience, and respect the ‘people’ on the web as they are – real human beings – and not just numbers, have a head start.

This is the evolution of interactive marketing. I see a new field of consumer relations – no longer public relations, but as you mention here, the craft of messaging is becoming an even more intricate process where you cannot just spit out canned answers, and at the end of the day, it’s all about being genuine.

Hooray for the Zappos of the world who really excel at creating a people friendly (not just consumer friendly) experience.

Posted by Julie | 2:10 pm on February 11, 2009.

Not only is it great for that personal connection for marketing and business but it’s true for personal relationships. I found your blog by clicking on my friends Facebook friend list.

I love the online experience! It connected me with my now husband and several of my friends.

So many miss out on the opportunity connect on their computers. I have found so many old friends and I have seen on peoples Facebook pages talk about reunions and get togethers. I have re-discovered people from my past that I didn’t get to know back then.

Thanks for writing this blog. More people need to hear this.

Posted by Charlotte | 11:01 am on February 12, 2009.

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