“There is no better psychological education than growing up in a pub… I learned about tactics and selection from the people talking about football in the pub – who plays on the left wing and who should be in the team.”
Arsène Wenger, superstar soccer coach
Few months before the World Cup, my friend Eric Ehrmann mentioned a very interesting thought by Arsène Wenger, superstar coach for Arsenal, which is absolutely key to understand Social Media Marketing and digital influence.
To sum up: Arsène Wenger enunciated ages ago one of the main principle that we as marketers should all use today: listen first, transform your big picture and finally go to tactics.
Some “gurus” can be pretty annoying. Arsène gives some insights to dismantle their arguments:
- auto-proclamation of an expertise as if the day you start Twittering is similar to a communication history breakthrough: some of them also create concepts like “generation Y”; which is good because once you create a conceptual framework, you own it, you can exploit it, you can capitalize on it. Problem is that you weren’t born digital, you become it. So Arsène Wenger’s principle reminds us that some key methods and ideas weren’t born in this generation Y-marketers
- learning and cultural integration are necessary to understand your “publics”; problem is that with Social Media Marketing, some of the marketers think that with monitoring tools you can get an overal and absolute knowledge on every single topic led by any group on Earth. And that is totally wrong:
– topics are not equal in Social Media: you cannot everytime copy what you analyse in Social Media and paste it as the state of the opinion at all.
– there’s an individual biais when you monitor conversations; what Arsène claims is simple: humility
- before listening, you need prepared ears: musicians need to learn their instruments before playing with them, and interprating nice pieces. It’s exactly the same for us: we don’t care about the tools, after all; what we need is some experience, some learning processes. It takes time, and it’s probably the main thing I’ve learnt in the last 5 years: I need some professionals of the public or fields I’m trying to work on. To work on nutrition and social media, you need nutritionalists. To work on sports and social media, you need passionated observers.
Arsène Wenger, we need you !