POV: AdAge ArticleSeparating Brilliance From Blabber

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Reaction To Blogger Round Table

Separating Brilliance From Blabber

- http://adage.com/digital/article?article_id=126327

Key take away: “We” who understand need to do a better job educating what we understand.

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LEWIS GREEN: You've got to be ahead of what we're doing. You've got to educate the agencies, because they're the ones who for now are buying a lot of your advertising. So how do you help them see the next best thing? Blogging is going to be superseded by something bigger and better, and people like you, editors, need to know what that is. Because it's going to bubble up from the people.

Those who get it need to step back from the ledge and educate everyone around them better.

Those who don’t know, in power, need to recognize this knowledge could be anywhere and empower it…regardless of silo/title

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MR. GREEN: I came out of the corporate world as VP of marketing, and I'm not going to do any of the things you guys are suggesting, as a VP of marketing, because you haven't told me how that gives me more customers. I only care about social media if it helps me to create more loyal customers. As a VP of marketing for a major brand, I don't care about filtering and aggregating, and I don't care whether you give me a link or not.

Yes and Yes. We need to provide you value.

We need to educate and come together on what ‘value’ is.

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MR. LIVINGSTON: Think about Harley Davidson. I don't want to see a Harley Davidson blog. But maybe I would like to get into a contest to take a photograph of my sweet, customized Harley, and win a contest to be February in a Harley Davidson calendar, and then buy the calendar. I don't want to read some crap blog about how they are going to re-engineer their rubber. ... It's about engaging people, not just publishing.

Key point is “engaging people”.

Understand your audience, know what content ‘engages’ them.

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MATT DICKMAN: The other conversation inside the agencies that I'm seeing now is there's so much confusion. Really, because the PR shops, Fleishman, Ogilvy and all those guys are doing the digital stuff, but the client may have a digital agency, and then they have an ad agency that also has a digital group, and there's all this confusion on who has control of that space. And it's worse for the client, the marketer. Trying to educate them on how to deal with that situation to get the most out of their money -- it's very confusing.

Silos down. Titles down.

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And now some cannon fodder to start the education…

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Search Begins Purchase Cycle

“80% of transactions are initiated with online search” - Comscore

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Online Mix Drives Sales Off And On-line

18 studies in the finance, travel, telecommunications, and retail sectors collectively show that online ads have a powerful effect on off-line sales

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Purchase Decision/Trust Through Community

Consumers feel the most credible source for information about a company—and by inference, products— is a “person like themselves.”

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Participation In “Trusted” Content Growing

In the US, the fastest-growing user-generated content categories since the start of 2008 were watching online video, downloading podcasts, and subscribing to an RSS feed.

Forrester’s Social Technographics

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Positive Word Of Mouth Key ROI Driver

2008 Satmetrix Study Economic Impact of Word-of-Mouth

“Promoters" would spend about $1,818 of their own money and refer an additional $816 of revenue from friends and associates. (Via Church of Customer blog - http://customerevangelists.typepad.com/)