conversations

Guillotine Owners Stay Ahead

I had an inane exchange with a social media consultant on his blog last week that reminded me of a truism: just as the rule for understanding politics is to follow the money, an important quality of social media experience is revealed when you consider the role of the megaphone owner...or, in this case, the guy who operates the guillotine.

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The Dangers of Brands Over-responding on Twitter

One of my favourite podcasts is Listen to Lucy from the FT’s Lucy Kellaway and this week she has a great piece addressing how brands are responding on Twitter. Specifically how Starbucks responds to some Tweets about the brand. The piece is, like all her podcasts, humourous but with a serious message. And in this case I think its a message many brand would benefit from taking on board – how to respond to people on Twitter, or indeed how not to.

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Sociability: A New Social Media Metric

Guest Post by: Monica (Market Sentinel)

Social media companies are attempting to solve one of many digital planning dilemmas with new social media metrics that measure “how social” a brand, company or topic is on the web.

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Really, You Do Control the Message

Earlier today, Giuseppe Pacheco Tweeted "You No Longer Control Your Company’s Brand" with a link to You No Longer Control Your Company's Brand | Spin Sucks. BTW, I responded to Giuseppe right away with a link to one of my earlier posts about this topic and I follow him, so I usually like his links.

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Interruption vs. Engagement, Revised

Last week in Advertising Age, I tried to argue that we marketers should reevaluate our approaches to "interruption" and "engagement" marketing, as I think we're using both terms incorrectly. Budgets are getting shifted away from the short commercials of traditional media into longer social experiences of new media, like Old Spice's recent  campaign, as if the latter's entertainment can replace the former's historic utility.

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Another Reason to Think Oneline™

Yahoo is out with a new study about the internet and WOM and here's the lead stat:

Most WOM is positive, and it still happens the old-fashioned way. Although some advertisers may fear negative WOM, research shows that 66% of brand references in WOM conversations are positive and only 8% are negative.

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The Ad That Went Bad

(If you're a regular dim bulber, you know that I love to riff on what's happening to brands, marketing, media consumption and the greater Known Universe. I had the honor of keynoting the Worldwide Partners' annual meeting in Miami earlier this week and for that occasion I wanted to explore a new way of looking at things...so I wrote a poem, which follows. My apologies to Dr. Seuss and anybody who gets headaches from bad rhythm or rhyme)

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Surviving the Reign of Social Media

P&G's new Pampers Dry Max diapers are under siege from a grassroots social media campaign accusing the product of causing chemical burns. Two class action lawsuits have been filed in Ohio. The company has denied all claims, both legal and anecdotal. The marketing trades are covering it as an emerging case for "the power of the democratized web" and I'm sure it'll appear in every digital marketing agency pitch that gets peddled this summer.

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Paid Brand Conversations to Rise

Maybe I'm starting to channel George Parker, but articles like this seem to be turning me into a curmudgeon. "Sponsored conversations?" Folks, if you pay someone to talk about your product, that's called advertising. But since calling something advertising is bad these days, people are working hard to put it into social media terminology, which we all think is good.

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The Brand Commandments: 1. Thou Shalt Be Useful

One of the key questions for a brand online is: where do I fit in? How can I join the conversation? Of course, it all depends on the brand how you can answer that question. Some brands are naturally the answer to a problem. Some brands clean floors, or fill in your tax return for you.

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