Tag Archives: conversational marketing

Some campaigns I’m working on…

30 Nov

Just wanted to share a couple of cool campaigns I’ve been working on @ work this week – Asus/Intel’s WePC.com & Vodafone’s Live Guy.

See my writeups on both @

WePC.com – http://www.netcommunities.com/blog/net_communities_and_wepc_com

Live Guy – http://www.netcommunities.com/blog/find_live_guy

Both are really good examples of conversational / social media in action. Check ’em out!

Online Marketing needs to grow up and learn how to walk…

26 Nov

The day job has got me more and more thinking about web 2.0, and perhaps more significantly the need for it; and I’m not just talking about from a corporate point of view, where we get into site stickiness and page views and stuff, while important it is something I will come back to.

First I want to touch on why the Internet needed to evolve and how Marketers rightly need to start thinking one step further than the banner.

In the early days of the internet, by that I mean the mid 90’s. The web was forced into 3 business models: print publishing business model;  e-commerce (loosely translated as a shop that everyone was too afraid to buy from) or finally a pretty shit library (the kind of one where if you cracked open a coffee and sat on the floor, you’d be politely asked to leave…well almost).

Luckily, clever people through whatever motivation – boredom, I suspect – saw that not only, did you need to make sites full of worthwhile free content but you also had to make it engaging.

Right, I’ve said it, engaging! This is the only word you need to remember in this entire post. Web 2.0 is based around engagement. This will range from contribution via commenting or on a more progressive site users will generate a large if not total proportion of content. Providing the site has content that users find valuable to trade in their time for, you can be sure that better interactivity will ensure the site is more engaging, which will build loyalty, which in return builds, traffic.

Some of the best social media sites, techcrunch, mashable, digg and revison3, to name but a few are awesome at engaging with the community they serve. These communities are as diverse as world cities, but they all habour one dream, to engage with the people that visit and start a conversation with them, be that heated debate or sharing ‘coolness’.

While the Internet has made its evolution from the web 1.0, to web 2.0, advertisers are still one step behind. At this point I would like to congratulate those that have made it at least to the web, those that haven’t, don’t worry recession is here, time to spend a little less for a lot more. Getting back to my ultimate point, advertising online is still surprisingly traditional, even ad formats haven’t changed, pick up a Newspaper and see the leaderboard, skyscraper and variations on other ad formats… I’m not saying these aren’t here to stay, because they are, and they work (kind of). When they do, they suck you through to a screaming and pushy sales landing page, buy me, BUY ME NOW!!!. This is where the online marketing is missing a trick. As it is this page, that should be engaging, asking visitors their opinions, getting them involve, creating an environment that deserves time being spent.

To be engaging is the next step for online marketing; to create a community from communities, to drive traffic to a site that wants to listen, wants to allow you to interact, wants to get people you respect and admire involved, so together you and your brand can do something ‘wonderful’.

This is the Conversational Marketing approach…and luckly for us all there are companies pinoeering this method and examples and debate will be opened in the next post.

(PS – Conversational Marketing won’t be around forever, but it is the next logical step, until web 3.0 touches down and fills our space – if anyone knows what that looks like, give me a heads ups)

A new brand way – New York!

13 Jul

The Conversational Marketing Summit

So yes it was over a month ago now, but hey I’m catching up so bare with me. It was great to be over in New York for Federated Media’s summit on coversational & social media, and ways brands can engage audiences in these new mediums online.

I particuarily found it refreshing to hear from marketing execs for some of the worlds biggest brands (particuarily tech focussed brands) showcase how they had been utilising social media platforms as branding excercises. Andy Lark from Dell discussed the ‘Regeneration’ graffiti ap campaign which they ran on facebook, Marcy Shinder of American Express discussing the OPEN online resource centre while Mike Hoefflinger from Intel discussed their plans to increase the online portion of their budget to at least 50% by 2009.

You can get a decent round-up of the conf from Tim Leberecht’s post on Cnet. If you fancy checking out some of the sessions, you can get full length videos online. Also if you are interesting FM are running another conference on CM, this time it’s in San Francisco (November 2008 ). See you there!

Best Session:- There was a panel discussion on ‘Measuring Conversational Media’ and how marketers should measure whether their campaigns are sucessful. It was wholeheartedly agreed that clicks and ctr as metrics are simply not a good indicator of campaign performace, although the industry has propogated this for so long. Some interesting research was discussed regarding CTRs / clicker profiles thanks to a fascinating recent report conducted by Starcom entitled ‘Natural Born Clicker,’ (more to follow). All parties agreed that their needed to be more concise co-operation between media owners, agencies, advertisers and the IAB to establish a set of better metrics, and place pressure on agencies to facilitate a shift away from an over reliance on CTRs.

Best CM Campaign Example:- Dell’s Regeneration campaign that ran on facebook was a great example of marketing in social media at its very best. The campaign recieved a massive response rate, and most alarmingly the interaction time with the Dell brand was remarkable – some users spent hours creating their pieces of art for the Dell competition.

Though to take away:- Right at the start of the summit John Batelle announced Federated Media’s new CM tracking toolkit – which should go some way to helping advertisers monitor the sucess of their campaigns, other than standard clicks and CTRs. More to follow on this…

And so I conclude...

Everyone seemed to clear off as I took to the floor...