By Sonia Simone
The Ad Contrarian Bob Hoffman, who can always be counted on to spice things up, wrote a thought-provoking post for Copyblogger last week about the lack of real interactivity for the huge majority of Web users.
Bob has long held that the idealistic social media model of a rich, layered conversation replacing traditional advertising doesn't scale, and makes no sense for products like frozen chicken, floor wax, etc. Actually, I believe the expression "complete bullshit" may have come into play. (keep reading »)
Conversation may be a spectator sport for most but even those who are watching are probably best customers / heavy users of the category or they wouldn't bother. Heavy users have the power to move your business. A small shift in loyalty can have a significant impact, either positive or negative. Just attempting a conversation, of demonstrating you are interested in their opinion and responsive to opinions when given, has a significant impact on behavior. So I believe that keeping conversation available in the tactical arsenal is important. It doesn't replace current tactics but, when it's feasible, include it in the mix.
Posted by: James Hipkin | June 02, 2008 at 02:34 PM
Thanks Sonia.
An excellent analysis.
I've stumbled it - just in case you believe in socail media.
It sounds like Baby Bear will be the one for me. Looking forward to it.
Posted by: Evan | June 02, 2008 at 04:40 PM
Ooh, Goldilocks here. Cannot wait for Papa and Baby Bears because we are looking for just right. What a great analogy.
It's the blend and the balance. Not one or the other , IMHO.
Posted by: Janice C Cartier | June 03, 2008 at 11:27 AM
Evan, my guess is you won't like Papa Bear at all. :)
I think that's very smart, James. There's more room than people think to use these tools in a fairly traditional context.
Posted by: Sonia Simone | June 03, 2008 at 11:40 AM
Love the bear thing. I took the red pill a long time ago, and the cluetrain continues to roll on, unstoppable.
I really like what you're saying about those who do not actively participate in the conversation. It's absolutely true. Most people will never comment on a blog. Compared to the general population, very few people engage in social media. It is still pretty much a thing for the tech elite. And there's nothing wrong with that, because if you're selling something, those people have money.
Posted by: Michael Martine | Remarkablogger | June 09, 2008 at 08:14 AM
Another company for which social/conversational marketing is a good fit is Zappo's. They have several blogs on their site and so many of their employees Twitter -- perhaps none more so than the CEO -- that they have an entire page for those users (http://twitter.zappos.com/).
But again, like Southwest, this was a company that already had a reputation for customer service and communication, so using new forms for that communication to customers is just an extension of corporate identity.
Looking forward to the Papa Bear model because that also has importance, particularly for companies' reputation management.
Posted by: Heidi Strom Moon | June 13, 2008 at 09:36 AM
Aber noch einmal, wie Southwest, war dies ein Unternehmen, das bereits einen guten Ruf für Kundenservice oyunlar und Kommunikation, so mit neuen Formen für die Kommunikation mit Kunden ist nur eine Erweiterung der Corporate Identity.
Posted by: oyunlar | March 09, 2011 at 01:23 AM
The polar bears are indeed in danger and we need to do something to protect them. Thank for creating a wonderfully written article.
Posted by: delayed ejaculation treatments | May 18, 2011 at 11:42 AM
The polar bears are iconic figures of the Arctic and they need to be protected by the human communities around the world.
Posted by: Vimax penis enlargement pills | June 26, 2011 at 11:44 AM
Polar bears are very delicate creatures which need a close attention from mankind's point of view. Simply put these animals need protection.
Posted by: Erectile dysfunction pills review | July 10, 2011 at 12:14 PM
Hello,
I am use it (tips on read), good post.
Also i am share this page, my social account.
I am following you, since today :)
Good luck man !
Posted by: Miley Cyrus | August 04, 2011 at 12:56 AM
Incredible voice, incredible smile - she sings for the joy of doing and sharing her gift! I'm in Japan too (18 years and counting) and Dre-com, along with Sazan are two joyful music making groups that make up for all the junk here ... and there ... maybe ?
Posted by: Ugg Boots Sale | August 18, 2011 at 01:24 AM
The polar bears are iconic figures of the Arctic and they need to be protected by the human communities around the world.
Posted by: Erectile dysfunction pills review | August 22, 2011 at 10:17 AM
Gucci a dictionary will always remain in our brand.
Posted by: renlewei | August 29, 2011 at 01:54 AM
thanks nice post,and thanks sharing!!!!
Posted by: Cheap New Era Hats | September 16, 2011 at 10:39 PM
Nice post, it's very make me so interesting to read your post.Nice work.thanks
Posted by: Stud-100 | Stud-100 Review | November 01, 2011 at 05:37 AM
That's a pretty nice post, i was reading something related on another web page not too long ago that essentially said the same thing although yours is better,
Posted by: Penis Enhancement Pills | November 21, 2011 at 05:13 AM
I believe the expression "complete bullshit" may have come into play. How to burn 3500 to 4000 calories of stored fat and LOSING UP 1 to 2 POUNDS A DAY...
Posted by: hcg buy online | December 26, 2011 at 09:25 AM