» - Marketing Conversation - New Marketing and Social Media by Abraham Harrison LLC Marketing Conversation - New Marketing and Social Media by Abraham Harrison LLC

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Social media is driving online reviews which will drive community

Filed under: Affinity Groups, Altruism, Authenticity, Blog Messaging, Blogger Influence, Book Reviews, Brand, Brand Advocacy, Brand Ambassador, Brand Intelligence, Brand Promotion, Brand Protection, Brand Reputation, Branding, Branding Online, Business Intelligence, Buzz Marketing, CRM, Consumer Generated Media, Conversation, Conversation Marketing, Customer Ratings, Customer Reviews, Customer Service, Customer Supprt, Guerilla Marketing, Honesty, Influencer Identification, Influencers, Influencial Bloggers, Influential Brand Advocates, Influentials, Integrity, Internet Culture, Managing Conversation, Market Research, Marketing Conversation, Markets are Conversations, Media Virus, Memetics, Messaging Online, New Media, Online Advocacy, Online Brand Reputation, Online Communities, Online Community Outreach, Online Conversation, Online Engagement, Online Evangelism, Online Messaging, Online Monitoring, Online Outreach, Online Participation, Online Reputation, Online Reputation Management, Online Reviewers, Online Reviews, Online Virtual Communities, Reputation Management, Social Intelligence, Social Meda, Social Networking, Viral Marketing, Viral Media, Viral Propagation, Word-of-Mouth, Word-of-Mouth Marketing

The culture of participatory social media is having some surprisingly significant effects on both the way satisfied customers play a role in contributing to the marketing message development of products and services. And it is also playing an increasingly important role in defining the key touchpoints that customers use in the deciding factors one what to purchase. What makes this all the more noteworthy is that much of this is rooted in offline purchases. I’m putting this together from two recent studies…

1 Comment » Posted on December 2nd, 2007 by Jonathan Trenn

Kelly Mooney suggests “B to We”

Filed under: Activating Bloggers, Advertising, Blog Strategy, Blogger Engagement, Blogger Influence, Blogger Outreach, Blogger Relations, Blogging, Brand, Brand Advocacy, Brand Ambassador, Brand Intelligence, Brand Promotion, Branding, Branding Online, Conversation Marketing, Digital Marketing, Guerilla Marketing, Influencer Identification, Influencers, Influencial Bloggers, Influential Brand Advocates, Influentials, Internet Culture, Internet Strategy, Marketing, Marketing Conversation, Marketing Strategy, Markets are Conversations, New Media, New Media Marketing, New Media Strategy, Online Branding, Online Collaboration, Online Communities, Online Community Outreach, Online Marketing, Online Media, Online Messaging, Promotional Strategy, Social Meda, Strategic Consulting, Viral Marketing, Web 2.0, Web Advertising, Word-of-Mouth, YouTube Marketing

Kelly Mooney has a great piece in AdAge, For Relevance, Think Three Way, in which she talks about the concept of ‘triangulation’ involving the brand, the customer, and the community and that all three need to embrace one another. She also blogs at MooneyThinks.

She’s quite right in that, for many of us, we’ve moved much of our media gathering experience online. Websites, blogs, social networks, forums are the areas that we discuss brands or experiences with brands or our impressions of brands.

1 Comment » Posted on October 9th, 2007 by Jonathan Trenn

Manage the Brand: Google!

Filed under: Brand, Brand Advocacy, Brand Promotion, Brand Protection, Branding, Branding Online, Google, Googleverse

The latest Economist has the headline “Who’s Afraid of Google?” In this first article, apparently everyone is afraid of Google and all its information it has on “us”. I thought this article was a little harsh ending by calling Google’s slogan, “Don’t be Evil”, “trite”.

But, actually it wasn’t the first article that I wanted to talk about it was the second article, “Inside the Googleplex” because it touches on the corner stone of Google’s power and dominance. Which, is (a) its ability to garner huge amounts of traffic, while (b) providing perceived relevance to both consumer (web user) and advertiser. “Linking” these two up is what Google does best!

First, Google’s share of web searches must remain stable. Thanks to its brand, this looks manageable. Google’s share has steadily increased over the years. It was about 64% in America in July, according to Hitwise. That is almost three times the volume of its nearest rival, Yahoo!. In parts of Europe, India and Latin America, Google’s share is even higher. Only in South Korea, Japan, China, Russia and the Czech Republic does it trail local incumbents.

Brand! Maintaining brand is the most important part - loss of perceived relevance of searches or any other level of trust would definitely have a negative impact on Google, both amongst consumers and advertisers. If Google misuses information that it gathers from search, email, document applications etc, it will hurt - and hurt bad! The depth of the pain will depend on what excatly happens, how it happens and when.

1 Comment » Posted on September 5th, 2007 by Saul Wainwright

Brand and Image are not the same

Filed under: Brand, Branding

A while ago I had a brief exchange with a VP of Marketing of a company that’s actually in the marketing arena. I had stated my definition of branding…

“A brand is what creates a collective sense of vision, perception, image, or experiences that a significant amount of current or potential customers relate to a specific product or service. To be successful, the brand must elicit supremely positive benefits to provide a solution, it must differentiate itself from the competition, and it must be consistent and long-term.”

2 Comments » Posted on June 22nd, 2007 by Jonathan Trenn

Brand Building

Filed under: Brand, Branding

First of all, let’s define what a brand is, shall we? It’s not as easy as it sounds. Every time I see a definition, I see an opportunity for others to point out flaws in the definition.

Here’s your opportunity to point out flaws in mine.

A brand is what creates a collective sense of vision, perception, image, or experiences that a significant amount of current or potential customers relate to a specific product or service. To be successful, the brand must elicit supremely positive benefits to provide a solution, it must differentiate itself from the competition, and it must be consistent and long-term.

I don’t know. Is that OK? Tear it apart if you’d like.

4 Comments » Posted on June 21st, 2007 by Jonathan Trenn

You Can’t Control Online Conversation Unless You Participate

Filed under: Abraham Harrison LLC, Brand, Branding, Branding Online, Conversation Marketing, Crisis Management, Managing Conversation, Messaging Online, Online Participation

There is no way to control online message at all. The best way to effectively control the message is to make sure that the message you’re combating never has an opportunity to become the most visible or the most prominent conversation online. Negative conversation online is usually ephemeral if it is just one voice amongst many. Read more…

No Comments » Posted on June 19th, 2007 by Chris Abraham