Think Digital – Act Analog
One of my favourite sayings that I heard about ten years ago was “think digital, act analog.” It expresses so well what using digital tools (Internet: web, email, blogs, twitter, facebook, flickr, youtube, etc.) should be about.
Here are some examples:
Example One: Small arts organization
Let’s say you’re a small arts organization that presents concerts. You could use a fan page on facebook to post information about your organization that generates comments from your members/customers. Reply to those comments and create a conversation.
The digital part is using a facebook fan page. The analog part is replying and commenting on your member’s comments as they come in your own voice as if you were speaking with them personally.
Example Two: Artist with an upcoming performance
You’re an artist with a small regional following who has a show coming up that you need to advertise for. Beside using facebook and twitter to announce your show, you make sure you email your fan base. But, for every person on your list that you have met, you customize your message with something personal and if they respond to your email, you reply using the opportunity to get to know each other better.
The digital part is the emailing. The analog part is the personalization of your message. Personalizing takes time but its payback can be significant. If you really want to take “analog” to a higher lever, after the show, physically mail them a hand-written note thanking them for attending.
Every time you have a chance to converse with your members, customers, fans, you have an opportunity to strengthen your relationship with them and the acknowledge the loyalty they give. Obviously, if you have more than a few hundred people you’re the territory of not knowing them all, but for those people you have made some connection with, expand on it every chance you get.
We all want to just push a button and have stuff happen, but it’s the personalization that really makes things happen, especially when you are a small organization or artist.
I’d love to hear any example you have of where you’ve “thought digital” and “acted analog.”
