Comments on: Who says brands can only talk about success?

By: Brands – Eurostar is your wake up call - Gabba. Create Conversation.

Brands – Eurostar is your wake up call - Gabba. Create Conversation. — Thu, 03 Jun 2010 14:08:11 +0000

[...] I would have said as much on my company blog) which is a fundamental problem and one which ties up my previous post about clients needing to place more trust in the agencies they appoint – that they are doing [...]

By: mindshare

mindshare — Fri, 15 Jan 2010 00:26:00 +0000

An efficient and scalable business model combined with innovation is necessary to stay ahead of the competition. But individually these are not sufficient to make a successful global brand. Five further overlapping components are required: 1. A great brand experience, 2. A clear and consistent positioning, 3. A sense of dynamism, 4. A sense of authenticity, 5. A strong corporate culture.

By: paul.fabretti

paul.fabretti — Tue, 22 Dec 2009 14:42:10 +0000

@mark i’m glad to see someone else taking the same sensible steps.

It is interesting that the more “engagement work we get involved with, the more this stuff lends itself to PR’s business model of ongoing retainer work. That’s not to call it a mercenary chase for “safe”, regular money, but anybody can build stuff…it’s the ongoing dialogue that is what REALLY matters to people.

@Rob, if that’s a lucid response, I can’t wait for something coherent. I totally agree with you. It’s way too easy for any muppet to quote the same crap time and again without ever getting into any details of either what they are going to do, what experience they have of it and especially, what possible benefit it will have.

By: Brands - Eurostar is your wake up call | blending the mix

Brands - Eurostar is your wake up call | blending the mix — Tue, 22 Dec 2009 13:25:58 +0000

By: Brands – Eurostar is your wake up call - Gabba. Create Conversation.

Brands – Eurostar is your wake up call - Gabba. Create Conversation. — Tue, 22 Dec 2009 13:22:03 +0000

By: Rob

Rob — Thu, 17 Dec 2009 15:16:06 +0000

I’ve had a crappy day, so this may not be lucid…from what I can see the vast majority of ‘advice’ on social media is bloody obvious anyway. And it misses the point really – being an expert on using social media technology is easy. Any idiot can use Twitter. Of course it’s a conversation, of course you should add value, etc. It’s not difficult.

The bigger challenge is how the effects of social media affect your strategy. How do you, as a company, react? Can you react? Do you have the systems in place to respond to these ‘conversations’?

Social media agencies need to advise better in my opinion. First, social media doesn’t really exist. It’s just the internet. The term is used as a shorthand for ‘web 2.0 technologies’ but that doesn’t really mean much. The new generation of web users won’t differentiate. Companies think that getting involved in Social Media is setting up a twitter account. Or asking for a ‘viral video’. This is why they think this advice is ‘amazing’. They’re missing the point.

Too many agencies are happy to trade off this ignorance, and sell companies something based on it. You need an iPhone app? No problem. No idea how many of your customers have iPhones? Oh that’s ok. Is the app any use? Doesn’t matter, it’s an iPhone app. cf for Viral videos, etc, etc.

Agencies need to advise deeper. Not just as SM as something seperate, but actually look into what this new world of communication means for them as a company and as an organisation and how it has an effect on EVERYTHING they do. See Umair and ‘awesomeness’, amongst others.

Right, I need a brew.

By: Twitter Trackbacks for Who says brands can only talk about success? | blending the mix [blendingthemix.com] on Topsy.com

Thu, 17 Dec 2009 13:48:01 +0000

[...] Who says brands can only talk about success? | blending the mix blendingthemix.com/2009/12/16/who-says-brands-can-only-talk-about-success – view page – cached …or rather why we should actually beging to start trusting agencies a bit more now. OK, so this is a bit of a schizophrenic post – it goes all [...]

By: mark bjornsgaard

mark bjornsgaard — Thu, 17 Dec 2009 09:58:54 +0000

it is a huge challenge no doubt – especially for large agencies still in a campaign / build mentality
big overheads and quarterly targets mean adopting an “always on” / long term model is difficult
our belief here @ dig (i did some slides on this a while ago http://www.slideshare.net/savioursofpop/an-agency-from-scratch) is that part of the solution is a consultancy model – where agencies act as ongoing advisors to brands and their social “businesses” – doing the “work” (apps, listening, research, community management, data etc) on an as needed basis
In the last 3 months we’ve bought on board 3 new clients working in this manner (a restaurant chain, a major beauty product range and a political party). On our initial trials – it seems like a compelling model – more stable ongoing income, a broader client base and most importantly – working in a way that suits the “channel”