DISQUS

Worry not, your theory holds true ;-). I will say that I might be a friend to a show (or music group) I hold dear... and we could argue those as brands (and, yes, ones of Prom-King status ;-). But otherwise I'd likely be more prone, like your examples above illustrate, to friend 'generic' items like, say, chocolate-covered strawberries (over a particular brand, like Godiva's choco-covered strawberries).

PS: I would like to declare that the TV show "House" due to its smart writing/characs/camerawork was my friend... but due to its terribly poor choices in the season finale this past Monday night (and steeping to the lowest common denominator) that brand is now my enemy. Perhaps we'll make up in the fall. Or I'll just find another BFF.

Great piece. A few thoughts on this:
1. Indeed, employees are already talking to people--whether through their own blogs, twitter accounts or, most compelling, face-to face. So the jig is up.

2. The Web didn't invent critics, it just amplifies them... yet another reason (perhaps this is where transparency = karma!) for companies to be at their best. And when they screw up? To acknowledge and fix it. More times than not I'd bet it's a problem the company needs to fix anyhow (I do not have data to back up that bet, tho' I'd sure love to run such a study).

3. I must admit that there are some employees--who, through naivete, malfeasance and/or blinding stupidity--say/blog/tweet the "wrong" things (and by "wrong" things I mean confidential data , that they're mad at their bosses or give out others' personal info.). But, even in those cases, while it's hard for the company, it sure gives them easy grounds to fire them.

Now, can companies truly control their employees using social media? Nope. But they can certainly appoint whom will be the "official faces/voices" behind the blog and twitter accounts and give out guidelines that encourage employees to use social media in ways that adhere with company policy while honoring the real-time/authentic nature of it.

Hey Chris--per this from your post: "Another company that I feel is doing great work in content marketing is Federated Media. I’m quite excited by what they’re doing with AMEX Open, and some of the other projects they’ve launched. And again, it’s sponsored content versus otherwise."

Is AMEX now doing sponsored posts? Or are you referencing their creating the Open Forum where, as I understand, they create the idea exchange but let users talk their subjects of preference? I'm just not sure and would appreciate your filling me in on that front. Thanks.

I loved your post, as I've told you over email and through promoting a la twitter. But, I have a question: Does Agency Spy want a more intelligent discourse... or does it, and this is a bankable angle too, no question... want for the free-for-all to continue? I'm asking since--and I don't read that site regularly so I may very well be wrong--but it seems it's never asked ppl to maintain any type of decorum (or decency as ppl are vicious for such odd reasons. I mean, they don't blog on war or policy over there, they're talking advertising).

Curious am I. Great post, pal.

I think I've caught all of 2 episodes--and one of them squarely focused on creating a series of webisodes (which is Internet) and trying to get their client into modern-day tech.... I think they were trying to get Spike Lee to direct it? Not sure.

Yep, they focus on stereotypes but this seems to be a character-driven show focused on a mainstream audience--not really for ad agency workers, per se. My cousin, who's not at all in the biz really enjoys it and my feeling is that it's geared to ppl like her... but I might be wrong ;-) Let me know if you still like it, maybe I'll give it another chance ;-).

One request made very politely and in the spirit of community (and I don't want the equipment, not why I'm commenting), please do not ask people to retweet as part of the giveaway--because many product and contest retweets are SPAM to so many innocent tweeters who are there for the sole purpose of learning and sharing (not to win contests). So can you please keep it to blog comments?

From a human side, it's kindness not to create SPAM...and from a marketing side it's good for people not to get people miffed at the company (like so many were at KMart because they couldn't use Twitter to learn and share because there were so, so many retweets that it became too much noise/not enough signal). As marketers I see us leading by example and not adding to the world of SPAM so I really appreciate your considering the request.

You and your pals make for good pirates, btw (from your earlier post aboard the ship at Treasure Island).

Marketing (be it advertising, social media, or any other discipline within the broad spectrum of what is available) is, and will always remain, a discipline based on creating value for one's audience. This is as true in B2B as it is in B2C.

Thus, social media creates value when it brings a community together to do any of a number of things (share knowledge, increase expertise, find others who share a passion, solve problems, support one another, etc.). Just as giving weary travelers a way to power-up their electronics is of much value, too.

Conversely, if there's a "human interaction" at that power station that wants to sell me things, it will not be of value (that would be an outright nuisance as when I'm traveling, I don't want to be bothered with salespeople).

As for billboards? Well, it depends on the billboard's message and audience. Much of it can be noise (just as a lot of social media and broadcast advertising can be noise), so really the benchmark is not the medium, but the value factor. I don't advocate telling all companies that they need to drop their traditional (or interactive) efforts in favor or social media...I advocate a plan, that is usually integrated...that looks at all the tools available to them to pinpoint how they can add value to their audiences so that they can increase awareness, build relationships and of course increase revenues.

Now, where I think it can be tough, is when marketers of any discipline (be it social media, traditional advertising or direct marketing, etc.) advocates one particular medium over others because that's their expertise--because in most cases what is really needed is a blend of initiatives/media that is customized to every single brand. We can no sooner say that "every brand should be implementing social media programs!" just as we can no sooner say that "every brand should be implementing traditional advertising efforts!" What I think we need to do is to encourage companies to evaluate all of the options they're now afforded and assess the plan that has the highest chance of delivering for them, their audiences and those that they can do well (for instance, I know of a lot of companies that should be implementing social media, yet they don't have the resources or won't make the commitment to do them well).

A couple years ago, when I first started getting hip to the 2.0 tools, and I pushed my colleagues to learn of them, too, they asked me if I was of the mindset that other marketing tools were now dead. (Actually many still ask me this). I found it funny because I explained to them that I didn't at all find that to be the case, but I did find this to be important: if we do not know and learn of the many tools and media available to us--and then map those to our clients' objectives and audiences' needs--how do we really give clients thoughtful recommendations?

Thanks for asking some good questions. Happy holidays.

"It’s the simple realization that long-term gain always trumps short-term profit, yet it’s a concept the vast majority of marketing and advertising types have trouble wrapping their heads around."

Great post. I'll never understand why this is so hard to understand. It's so obvious but, I guess, people/co's need such immediate gratification that they lose all sense of, well, basic stuff. Then they wonder why customers dislike them so.

(I scratch my head all the time at ppl who don't understand these principles)

Beauty of a post.

"All we can do is continue to adapt and just hold on for the ride."

But we all do one better Alan--as evidenced by your blog--we don't just continue adapting...we relish it. As the Chinese proverb goes (something) like: "May you live in interesting times."

Indeed ;-)

Love the video posted by Paul. Brilliant.

Paul -- please post your remarks against Palin on your blog...some of us (OK, 1 of us) will no longer access Facebook due to ethical grounds. Or at least send them to me in an email (I really want to see what you wrote ;-).

On a sobering note: http://www.cnn.com/2008/POLITICS/08/29/begala.p...

Still think it's a brilliant strategy...but Dems should attack it as irresponsible being McCain is, well, not a spring chicken.

I couldn't agree more. On top of that she presented herself very well at the rally and looks to run a very tight ship. Unlike McCain she's well spoken and seems very comfortable in front of the camera.

Shall make for a VP debate that people will be looking forward to (and usually, hardly anyone looks forward to the VP debates).

PS: Did you know that Walmart is already stocking her action figure? That was a brilliant move, too.

Thanks for covering this and weighing-in. I do wonder if they intended for it to get out "into the wild" (shared with the external world vs. just internal sales). But as I showed it to some of my colleagues for their reactions, I noticed later in the day that the jingle was in my head--not that I'm the audience for SP1...or that I listen to this type of music (ha, ha).

I just hope their sales force gets more of these types of presentations at meetings rather than stale powerpoints loaded with product benefits on bar charts (those are rather tedious to sit through). But I still say, this is very in-line with their brand--Apple is the hipster, Microsoft is the Geek...and it works for both brands to stay true to their brand "roots".

Glad to know of your blog now ;-).

Really happy I get to meet you at Social...hopefully you received the Official Event Guide by now--yet another reason to get pumped.

Meet you in 33 days in NYC!

Jim: Book Club works on your time, man. Some members jump in and out of segments...some stay for all--it's based on knowledge share and flexibility ;-).

And a new segment airs on Tuesday, keep your eyes on Daily Fix for launch (woo-hoo!)

Oh, sorry, I forgot to answer your questions:

Phone #: I had a number and then a few people abused it (I do not believe these were from the marketing community). But to get some phone calls from some weirdos wasn't worth it. We women have enough to deal with ;-).

Ads: I don't place ads on my blog nor do I blog about my clients. It's a personal decision. I do have info. on how to hire me/etc. accessible from my sidebar.

Seth Godin is not the only A-Lister that I don't have on my blogroll. I change and update my blogroll a good bit as I learn of new, great blogs. It's a big 'sphere and I really want to introduce readers to other blogs they may not have heard of.

I want to thank you again for the work you put into this. To be honest, I'm just thankful that readers invest time into what I have to say...and that they teach me so much.

Hi Jim: Thanks for this analysis. A couple of things. I opted to go with "CK" in my URL (www.ck-blog.com) because that is what my audience has called me for years. Being a marketer, I listen to them so my nickname is in my blog's domain. It's also part of the branding of my business (ckEpiphany) and, as a marketer, I focus on my branding.

Also, my blog is on Typepad, not Wordpress. Just FYI.

Nope, I'm not an author...but I sure put a lot of work into creating and hosting a book club. No worries, I do it because I love it--and I do it for the community that I so love learning with and from. In a way I consider a lot of bloggers as authors being they put so many hours into publishing thought leadership on their blogs...and they do it for free.

Dan: I believe that Mack uses "Alexa" to measure the rankings. Honestly, rankings are different according to different systems (e.g. technorati).

All that said, and I say this a lot, it's the relationships--not the rankings--that matter. I've been so fortunate through my travels and others coming to NYC to meet up with so many fine colleagues and friends. That's where the value is.

Thanks again Jim, I know the analysis took a good bit of time. You rock!

P.S.: the name Julian positively ROCKS.

Wow...indeed the best thing to be thankful for. So awesome. I wish you much happiness.

Great pic of you.

You've got your priorities straight. Really excited for you, will have that kit for the baby over to you once you know your new address (the kit isn't applicable for 6 months anyhow).

Enjoy this happy adjustment time. Best to the cats.

Max:
Great meeting you, finally. Good luck with the BIG event in 6 weeks.

FYI: Ann Handley runs down the highlights of Armano's prez at the following link, she caught it up in Boston:
http://www.mpdailyfix.com/2006/10/post_11.html

Meant to leave a comment earlier -- this was a real treat. Thanks for the heads-up.

Think Peter Pan is my favorite.

"This isn't just the killing of your own reputation, as is the case with accepting money for blog mentions. This is casting consumer suspicion over an entire media format."

Very well said--in fact the entire post is the best summation I've seen yet on Miss Lonely.

This "experiment" is nowhere near a boon for we marketers. The only thing that's come from this is more suspicion in a medium espousing authenticity.

Lonely girl's antics makes me a sad girl since it will take many moons to repair the trust.

Sigh.

Actually, it's the customer-service posts that brought me to your blog in the first place. So I'm pleased it's at the "center of attention."

Since you're asking opinions, my suggestion is that your tagline should be focused on an "attention to accountability". While that's not the perfect nomenclature, to me your site shows what all marketers need to be accountable for--and the best practices thereof.

Not sure if that rings right with you, but for what it's worth, accountability is a strong word with marketers and the media.

In any case, glad you've divined a customer-service category as I've quickly come to realize that customer service is the industry's critical success factor (so far we're not succeeding).

Thanks for this info. Very helpful to one of my colleagues who writes for the trades. I've tipped him off so hopefully he'll spread the word on gethhuman.com and consumers' taking charge of the effort that marketers have long forgot--seems the only effective way that we'll force companies' hands at becoming accountable for service.