Stop Campaigning and Start Conversing - The New Marketing Paradigm


TOPIC QUESTIONS
Q1) What is the difference between a marketing campaign and a customer conversation?
Q2) How do agencies have to change in order to create conversations instead of campaigns?
Q3) What are some examples of brands or agencies that have succeeded in making the jump from campaign to conversation?
   Event Details
Event Date:
     2009-11-24
Event Time:
     12PM - 1 PM EST
Participants:
     47
Tweets:
     678


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Moderator
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Tom Martin
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web: http://www.tommartin.typepad.com
BIO: Tom is a 15-year veteran of the marketing industry. During his career, he began to sense that traditional advertising research approaches were more often than not failing to effectively help him understand and reach the consumer. Therefore, after spending most of his career working as an advertising executive with larger regional, national and global clients, he and a partner formed Brandmarken a consumer insig ...more
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Moderator
thanks for coming too.... #socialmedia #sm35
thanks for coming too.... #socialmedia #sm35
enjoyed it. thanks for joining us #sm35
thx. loved your contributions good POV #sm35
ike thinks Jamie needs to host... #sm35
think you can keep it going. once the door is open, be interesting, be helpful, keeps convo going #sm35
Y'all rocked it today... really great stuff. so much to revisit and think about. Thanks for playing along. #sm35
agree. wish they'd just call it Conversational Marketing instead #sm35
but if you come and I don't like you I block you. free or not, it's an invite no? #sm35
RT : Q2: can I get crazy? what about Institutions or public/private sectors, w cross over success? #sm35
totally agree RT : Actually, I'd say in SM you have to be interesting enough to be invited to the conversation #sm35
or tiptoe RT : You shouldnt jump in2 the convo; you have to fall into it and trust. #sm35
FTC alert ;-) RT : I think is doing a good job of blending campaigns w/conversations. #sm35
u sound like buzz lightyear ;) #sm35
kind of glad they weren't ;-) RT : Agree. Brands/agencies should have been listening/watching this tweetchat #sm35
I'm hosting this 2day. Join me?? 'Why brands need 2 evolve out of campaign thinking' http://bit.ly/9SzmT follow #sm35 12 EST
Today's #socialmedia chat we'll talk about why brands need 2 evolve out of campaign thinking http://bit.ly/9SzmT follow #sm35 12 EST
RT : Whoop-Whoop My Man 's rockin nxt SocMed chat.Stop Campaigning & Start Conversing 12 EST #sm35 http://bit.ly/5r8G5m
but what if client doens't know how to define? #sm35
yep RT : For some companies / orgs the conversation isnt happening yet, so they need to create the conversation. #sm35
maybe. but the reality is for a brand, it's all about leads/sales. They aren't doing this as a hobby. #sm35
RT : To that I would say -- what are orgs doing to keep the convo going "outside the envelope"? #sm35
but now days isn't everything about brand? it all reflects on the core brand - mkting, svc, socme, all of it #sm35
totally agree not a new DM channel #sm35
agree. convo for convo sake equals unemployment #sm35
so maybe campaign is instigator to conversation? #sm35
like Dominos RT : RT : Need to move from monologue to dialogue. Marketing as a service. Offer utility. #sm35
or maybe old habits dying hard? RT : Q1:Lets not forget the campaign cycle is also due to budget allocation #sm35
follow up to previous RT LCD = lowest common denominator #sm35
Luv this RT : #sm35 Convo allows you 2 care/respond/deal w/the individual customers experience, campaigns water down LCD #sm35
maybe the better term is "nudge" instead of "push"?? #sm35
good ? here RT : so is the term social media campaign then oxymoronic? #sm35
is convo about what they want to buy or maybe goal is to understand what they might want to buy? #sm35
like this RT : A campaign intends to change behavior based on 1-way comm. A convo is 2 way and may be iterative. #sm35
can a convo not be focused on achieving a clear objective say brand perception movement? #sm35
Q1 What is the difference between a marketing campaign and a customer conversation? #sm35
fixin to host #sm35 -- apology in advance for volume of tweets in my stream over next hour.
me too #sm35
TweetChat open: check. TweetDeck open: check Water: check Rockin music: check. Think I'm ready to kick it at #Sm35 u comin? t minus 5 min
RT : Agencies-what sayeth you? chat in 20: Why brands need 2 evolve out of campaign thinking: http://bit.ly/8gdJZO #sm35
bring it on dog...RT : I hope is ready. 4 #socialmedia tweetchat. http://bit.ly/8gdJZO #sm35
think agencies can transition RT : so does it take a complete re-start like can existing agency transition? #sm35
fair assumption #sm35
agree RT :RT :Agencies have 2 know brand culture +target stimulating side-channel convo related 2 brands goals #sm35
RT : RE Q2 - Agencies should think of a brands social content like physical product, it carries the brands aesthetic & quality #sm35
yep totally agree RT : Were getting ahead of ourselves. This is a huge shift all around w/in Brand Structure & Agencies. #sm35 #sm35
agree but would you join a convo of other outdoorsmen that was underwritten by outdoor brands? #sm35
i hope not #sm35
really? what does Nutella enable? But I know a lot of folks that love that stuff and will talk about it all day long #sm35
so how do you integrate SocMe with a Media planner's job? RT : Yes, Social Media should bridge silos #sm35
agencies or clients? Do agencies really drive that or do clients with their compensation models? #sm35
In what way? RT : Change the culture first #sm35
think agencies can transition RT : so does it take a complete re-start like can existing agency transition? #sm35
like this idea RT : I would say that ancillary marketing within conversation is where youd want to be. #sm35
fair assumption #sm35
Q2 So how do ad agencies have to change in order to create conversations instead of campaigns? #sm35
Q1a so is there such a thing as a marketing conversation? #sm35
agree RT :RT :Agencies have 2 know brand culture +target stimulating side-channel convo related 2 brands goals #sm35
exactly. will it alienate vegans? maybe but sport mkt is so much larger maybe that it pays off? #sm35
RT : RE Q2 - Agencies should think of a brands social content like physical product, it carries the brands aesthetic & quality #sm35
yep totally agree RT : Were getting ahead of ourselves. This is a huge shift all around w/in Brand Structure & Agencies. #sm35 #sm35
yes it does RT : Doesnt it go back to the setting goals? Why does the client want to be involved in socmed? #sm35
agree but would you join a convo of other outdoorsmen that was underwritten by outdoor brands? #sm35
agree they should. otherwise, lose their brand #sm35
agree. orgs that get it benefit from ROI on sales/leads AND feedback loop that replaces focus groups ;-) #sm35
i hope not #sm35
but what if cust wants something that not in brands long term best interest? ie BMW used to be yuppie car #sm35
really? what does Nutella enable? But I know a lot of folks that love that stuff and will talk about it all day long #sm35
so how do you integrate SocMe with a Media planner's job? RT : Yes, Social Media should bridge silos #sm35
agencies or clients? Do agencies really drive that or do clients with their compensation models? #sm35
In what way? RT : Change the culture first #sm35
like this idea RT : I would say that ancillary marketing within conversation is where youd want to be. #sm35
Q2 So how do ad agencies have to change in order to create conversations instead of campaigns? #sm35
Q1a so is there such a thing as a marketing conversation? #sm35
exactly. will it alienate vegans? maybe but sport mkt is so much larger maybe that it pays off? #sm35
yes it does RT : Doesnt it go back to the setting goals? Why does the client want to be involved in socmed? #sm35
agree they should. otherwise, lose their brand #sm35
agree. orgs that get it benefit from ROI on sales/leads AND feedback loop that replaces focus groups ;-) #sm35
but what if cust wants something that not in brands long term best interest? ie BMW used to be yuppie car #sm35
or tiptoe RT : You shouldnt jump in2 the convo; you have to fall into it and trust. #sm35
FTC alert ;-) RT : I think is doing a good job of blending campaigns w/conversations. #sm35
u sound like buzz lightyear ;) #sm35
yes face that issue every day with national clients that span timezones, cultures, etc #sm35
me 2 RT : sure there r many small/local biz doing well, just dont get the limelight. Id love 2 hear more of their stories #sm35 #sm35
great thought RT : a willingness to fail but fail forward #sm35
how does she connect with them in first place? #sm35
Hi I'm me. Let's talk about me. U will luv me. ;) RT : Like walking up to group at party touting yourself. #sm35 #sm35
why do you think those co's have been able to "do it right"? #sm35
do their employees tweet, etc.? #sm35
RT : Q2: Agencies need to formalize listening and absorbing customer expectations / input / reactions as part of the big plan. #sm35
So it would seem that Patagonia is going a good job of convo vs campaign. Anyone else know of agency/brand doing it right? #sm35
Q3. What are some examples of brands or agencies that have succeeded in making the jump from campaign to conversation? #sm35
Y'all are killin it... let's finish up with this next Q. #sm35
but can't you say you stand for something but then in truth you don't? Is that really making a brand promise? #sm35
you've got a date. we'll take a cab this time ;-) #sm35
do you have to "say" you stand for somehing or can u just demonstrate it via SocMe? #sm35
smart person #sm35
y'all are rockin it...sorry if i'm falling behind... keep it coming. #sm35
so talk around the brand vs about the brand? #sm35
or tiptoe RT : You shouldnt jump in2 the convo; you have to fall into it and trust. #sm35
FTC alert ;-) RT : I think is doing a good job of blending campaigns w/conversations. #sm35
u sound like buzz lightyear ;) #sm35
yes face that issue every day with national clients that span timezones, cultures, etc #sm35
me 2 RT : sure there r many small/local biz doing well, just dont get the limelight. Id love 2 hear more of their stories #sm35 #sm35
great thought RT : a willingness to fail but fail forward #sm35
how does she connect with them in first place? #sm35
Hi I'm me. Let's talk about me. U will luv me. ;) RT : Like walking up to group at party touting yourself. #sm35 #sm35
why do you think those co's have been able to "do it right"? #sm35
do their employees tweet, etc.? #sm35
RT : Q2: Agencies need to formalize listening and absorbing customer expectations / input / reactions as part of the big plan. #sm35
So it would seem that Patagonia is going a good job of convo vs campaign. Anyone else know of agency/brand doing it right? #sm35
Q3. What are some examples of brands or agencies that have succeeded in making the jump from campaign to conversation? #sm35
Y'all are killin it... let's finish up with this next Q. #sm35
but can't you say you stand for something but then in truth you don't? Is that really making a brand promise? #sm35
you've got a date. we'll take a cab this time ;-) #sm35
do you have to "say" you stand for somehing or can u just demonstrate it via SocMe? #sm35
smart person #sm35
y'all are rockin it...sorry if i'm falling behind... keep it coming. #sm35
so talk around the brand vs about the brand? #sm35