Social Juxtapositional Marketing and Promotion

Posted on May 7, 2008
Filed Under Musings, social clutter, social media marketing, social viral, Strategy | Comments Off on Social Juxtapositional Marketing and Promotion

Proposed: people or organizations who recognize the behavioral-affecting potential of online social juxtapositions can create attention that is highly effective. 

What catches our attention easily? Something familiar.

What also catches our attention? Something different.

Recently I’ve seen – randomly – cases where two familiar “things” were together, but they were different things.  This caught my attention in a halting sort of way, positively changing my train of thought and action.  It wasn’t only online that this happened, but it can apply very well to people trying to create buzz on the web.

A definition of juxtaposition from reference.com refers to placing things close together or side by side, epecially for contrast or comparision.

What I’ve run into lately is juxtapositional contrast… things that are different that contrast each other. Some of these things are social things.

Social Juxtaposition – placing contrasting stuff (i.e. media) together in a social situation.

In promoting – a cause, a product, a service, an idea – it is challenging to stand out from all of the other promotion, especially in a crowded market.  For example, trying to showcase one’s awesome website design skill is shouting into a concert of voices saying similar things about their own design skills.  How to differentiate?  Add some juxtapositional zest.

We’re talking fairly uncontroversial stuff here… but what is new now for marketing online via social web promotion will be how to allow for contrast that gathers attention in positive and perhaps conversational new ways.  This technique would also fall into the social viral engineering category.

For one example of differentiation, that perhaps is more in the techie appeal area… as blogging became popular and then crowded, some bloggers turned into or started as video bloggers to get attention, and some now are doing live video shows.  Beyond simply live with a web cam, the cutting edge now for some is live video from mobile phones in interesting locations… allowing several contrasting juxtpositional intersections:

So interrupting this post now is a short clip taken earlier today of some recreational water activity.

taken with a flip video ultra
As you are probably reading this sentence while watching the some of the clip, you’re going to try and link the context of the video with this writeup. And, your mind will automagically create some thought to link the video with what you are reading… maybe the water… the idea of video blogging…. or perhaps wondering if this writeup is leading to a marketing pitch. Or, maybe the link your mind creates is that this subject is confusing you a little too much.

Regardless, without creating a time-consuming animation, or slickly producing a video, a clip (taken by chance when stopping to avoid some road traffic) can be used to enhance via juxtaposition someone’s memory of this page. Just use a more exciting or compelling clip.

Furthering this issue one last bit… explaining that I’ve done canoeing and kayaking in that same water will lock in more interest – in a long-tail way – by those people who enjoy those activities. It was this type of contrasting linkages over the last few days that caused me to think how online social web activities are a mesh of random juxtaposed media, to which services (such as friendfeed, mefeed, socialthing, and other lifestreaming services) try to help organize our social clutter.

Yet as always I’ll be looking for and reacting to the interesting social juxtaposition buzz instead of the harmonized feed!

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