Comments on: How Social Media Really Works http://pictureimperfect.net/2009/04/07/how-social-media-really-works/ Perfect Insights on Imperfect Products Mon, 06 Sep 2010 15:19:14 +0000 http://wordpress.org/?v=2.1.2 By: Ben http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-265 Ben Tue, 14 Apr 2009 15:10:33 +0000 http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-265 You know, an interesting blog post would be "A Code of Ethics for Brand Manager about Conversations". For many products, customers are the "awkward teenagers" at the party, who don't want to start a conversation. A Brand Manager should have some responsibility to start a conversation...but you're right, how can you start it with out appearing to game the system? Is it creating a discussion around the problems that your product can solve? Is that ethical/good business? You know, an interesting blog post would be “A Code of Ethics for Brand Manager about Conversations”. For many products, customers are the “awkward teenagers” at the party, who don’t want to start a conversation. A Brand Manager should have some responsibility to start a conversation…but you’re right, how can you start it with out appearing to game the system?

Is it creating a discussion around the problems that your product can solve? Is that ethical/good business?

]]> By: Alain http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-267 Alain Tue, 14 Apr 2009 15:26:17 +0000 http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-267 Ben, you know, I'm actually in the midst of sifting through two posts that I plan to publish in the next few days discussing: 1) How the big brands like P&G and Kraft are struggling with this question about how to engage. I mean, it makes perfect sense for Dell to open up their site and say, "Come talk to us." because they have a large technically adept following and passionate customers at that. But what does anyone want to say about a 99 cent blue box of Kraft Mac & Cheese? Or how about Tide liquid detergent of all things? It seems like with Nutella, the most successful communities are organic - the question is how do you seed the community and foster its growth? It probably requires an examination of what types of products and services warrant a community engagement. The other post I'm sifting through is 2) Whether all of this "engagement" actually has real benefit for a brand. Skittle turned their website into a socially focused site where users drive the message. Is this actually driving better results to the bottom line? Some would say this is like advertising - you make the media spend because that's part of keeping your brand in people's minds. Others would say it's all about cementing your relationship with consumers and getting to understand their underlying needs. REALLY? I just don't know that every Brand Manager can realistically anticipate this being the truth. Ben, you know, I’m actually in the midst of sifting through two posts that I plan to publish in the next few days discussing: 1) How the big brands like P&G and Kraft are struggling with this question about how to engage. I mean, it makes perfect sense for Dell to open up their site and say, “Come talk to us.” because they have a large technically adept following and passionate customers at that. But what does anyone want to say about a 99 cent blue box of Kraft Mac & Cheese? Or how about Tide liquid detergent of all things? It seems like with Nutella, the most successful communities are organic - the question is how do you seed the community and foster its growth? It probably requires an examination of what types of products and services warrant a community engagement.

The other post I’m sifting through is 2) Whether all of this “engagement” actually has real benefit for a brand. Skittle turned their website into a socially focused site where users drive the message. Is this actually driving better results to the bottom line? Some would say this is like advertising - you make the media spend because that’s part of keeping your brand in people’s minds. Others would say it’s all about cementing your relationship with consumers and getting to understand their underlying needs. REALLY? I just don’t know that every Brand Manager can realistically anticipate this being the truth.

]]> By: Excellence Is The Best Policy [Picture Imperfect] « iforma.ca http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-1079 Excellence Is The Best Policy [Picture Imperfect] « iforma.ca Fri, 12 Jun 2009 18:37:39 +0000 http://pictureimperfect.net/2009/04/07/how-social-media-really-works/#comment-1079 [...] an interesting post over on Picture Imperfect here that gets into how product companies can no longer scam customers as easily thanks to the power of [...] […] an interesting post over on Picture Imperfect here that gets into how product companies can no longer scam customers as easily thanks to the power of […]

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