Wednesday, March 25, 2009
Shouldn’t brands actually be fragmented?
This was the questions was apparently posed of ‘The Business Week Guru’ Bruce Nussbaum by David Armano over dinner (Its nice to know that some people can still afford that luxury)
The question is relevant when you have the same product used by different customer segments. Wouldn’t it be better to have two different marketing approaches? This means: Two different media strategies, voices, etc.
As with everything about communication, it comes down to relevance. In other words speaking (and listening) to people in the way they want.
Monday, March 23, 2009
(But personally I'd rather watch him on Jay Leno)
So I guessed I was initally dishearted when I read the recent story about Gordon Brown removing the link from his Number 10 official website for everyone to email him.
On face value this reduces the number of communication channels the UK populous has with its leader. However, most people don't really believe that he personally will respond do they? I don't think so
In reality a group of several 'voter/electorate/media/interaction/facilitation/operatives/etc.' are most likey employed to reply on his behalf. (Its ok, you call them 'Customer Service Representatives' if you want). Its like when you go into KFC, you don't expect Colonel Sanders to be behind the counter.
So, if you can follow the real GB on Trendy Twitter (along with the load of others who pretend to be him) how much of a loss is this feature?
A big step I think. Even if those emails aren't from the actually the strange and sanitised man with a foreign accent you see on TV (which one I mean here.... you'll have to decide), there's still a change in communication approach and I wonder what channel is next.
Sunday, March 22, 2009
For those who I don't know (or who don't follow me on Twitter @haydens30).. as of 8am this morning, Gabriella May Sutherland was born. Weighing 7 pounds & 3 ounces, she has brown hair, blue eyes and a knowing smile (or is that wind?)
Expect my postings to be somewhat erratic for the next few weeks and my life to be changed forever.
Tuesday, March 17, 2009
However, it does beg the question as to what stunt they will pull next.
BTW: Happy St Patrick's Day everyone
"Without data, you have no knowledge and without this you cannot manage your customers"
This was a pretty obvious statement from a potential client the other day and one that go me thinking.
Remember that quantity without quality is no use to you. By quantity I obviously mean the amount of data you store about a customer. But data quality is a far more variable factor.
- A successful future communication could hinge on a single character (e.g. in their name, email address or postcode) and all the effort you put into collecting the data would be wasted.
- Duplicated records could mean that you send the same (or different) communications to the same person twice or more. This would not only confuse but may-well create a negative impression of your brand
Monday, March 16, 2009
Next they'll be serving adverts based on your own browsing habits.... doh!
So, what's my perspective? What's the best channel? Is it....
- Posts to MyBeboFaceSpace?
- Email bulletins
- RSS feeds
- Regular Blog posts
This goes for Marketing departments through to PR teams and even further afield. If your customer demographic (or just particular segments) communicates via two main channels (e.g. Email & RSS), then you need to as well. Also, don't forget that as nothing stays the same for very long, you will need to monitor your customer / channel mix and perhaps change this over-time.
Friday, March 13, 2009
Datamonitor predicts that websites such as Twitter and Google search will become more integrated into contact centres, customer service and customer relationship management (CRM) strategies.
Why? Because its good business sense, that's why!
Twitter is an immediate feedback tool that is currently only used by a handful of companies out there. Google’s search (and particularly its Blog Search capabilities) can be used for mining positive and negative mentions of your brand(s). Good and bad Customer Service gets blogged about, take for example the experience of Amber at Radian6!
But just how many customer services department actually monitor and use the social media space? Well, aside from the obvious cases (e.g. Comcast Cares, which I've mentioned in the past) And how many of those are UK ones?... well not many that I can find....
But rather than just simply convert the print version into HTML, the company plans a new business model for the site
"Seattlepi.com isn't a newspaper online -- it's an effort to craft a new type of digital business with a robust, community news and information Web site at its core"So... what will be the first large UK newspaper to go digital?
Steven Swartz, the President at Hearst Newspapers (their owners).
Thursday, March 12, 2009
If you can spare 18 minutes, I strongly suggest you view the video
So why does there have to be this polarity? Why does there have to be such a divide between the two, that means successful people are either in white coats & suits or straight jackets?
Perhaps now with Social Technologies there is now a place for people who have both skills (or at least a place where it will stimulate both lobes now) ?
Then we'll be able to trap our creative daemon and technical genius in the same place... and use them both for good.
Wednesday, March 11, 2009
It then reminded about the words I said to Doug's Scene7 colleagues last summer:
Then you sound like you need someone to join them all together in a coherent way and map the way forward. You therefore need Social Pangaea.
Tuesday, March 10, 2009
- The 10 major (US) newspapers under threat:
- Touching story from Steven Levitt's blog about children
- Business Week's Twitter-sourced reasons for the decline of print media
- The digital plan of Lord Carter
(Note: I happen to think in the PRS vs YouTube battle that "Big You" will win eventually, perhaps once the artists realise they're getting b****r all money now and even less chance of it in the future)
Monday, March 9, 2009
- By 2013, 17 percent of U.S. Internet users, or 37.6 million people, will download a podcast at least once per month
1. We want to quantify the amount of comments or mentions about us over time
Shouldn't it be about quality of interaction and not the amount? What does a lot of comments about a particular staff member or product actually tell you?
2. We want to identify our prominent bloggers / influencers out there, with the aim of engaging with them
How? Is this a longer-term engagement or are you only after immediate results? (If so, prepare for the second wave of blogger backlash when you stop engaging)
3. We want to quickly spot trends or identify issues and respond accordingly
This is a great step forward, what mechanisms do you have in-place through the business to ensure the correct issues are identified and dealt with in the appropriate way? (E.g. how do you filter signal to noise and how do you avoid constant knee-jerking as a response?)
4. We want to understand the general sentiment or tone of the buzz
Fine, but are you planning on segmenting this according to different people and their tone? How are you monitoring this over time?
You may want to temper these replies, depending upon your longer-term expectations of the relationship!
Sunday, March 8, 2009
(I think we've covered that one)
2. Hyperlocal news?
3. Gate the ISP's to pay?
What? Yes, that's right... some have suggested charging the ISP's for their news
On what hope? That they'll have exclusive content?
Friday, March 6, 2009
Why does nothing ever stay the same in the web world for very long?
- ASP's to SaaS
- Animated GIF's to Flash (I'll ignore Silverlight for now)
- Bubble to "sustainable business models" (Hurrah)
- HTML to xhtml
- Paragraphs of text to SEO-rich and Google-baiting copy
But one thing has stayed the same for some years now, the good old wireframe. One web page, one wireframe, one happy and informed client, it was easy....
Well, that was until all this Web 2.0 stuff came along anyway. Now its:
- Ajax interactions
- DHTML layers
- Personalised modules
- User-defined widgets
- Collaborative filtering suggestions
(which apparently a percentage of people found useful)
Thursday, March 5, 2009
Yes, Sky News has jumped into the 140 character social chatter sphere. It isn't the first news organisation to use Twitter, but it is using it constructively to hunt for stories and memes.
Lets see if this gives them a reporting advantage.
So how much are they worth? Well, what someone is prepared to pay, since they are the epitome of the free market economy. And now Toys'R'Us has has bought toys.com for $5m.
With online still growing, could this turn out to be a great decision (or the next ABN Ambro)?
Wednesday, March 4, 2009
This must go some way to address the concerns raised about Phorm trials last year. However it will not stop Phorm being introduced in 2009 and may not entirely stop some of the less-than-genuine behaviour that has been seen from them recently.
Tuesday, March 3, 2009
"Despite the current recession, we expect online retail and travel sales in the UK to continue growing strongly over the next six years as consumers move their spending online. By 2014, 37 million UK online buyers will spend £56 billion online "
Sunday, March 1, 2009
Yes, there's the virtual business card that people used to attach to their emails some while back, but that has relatively ceased now. So why is it that the busiess card works so well still?