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Mon, November 24, 2008
Related Topics : CGM, Google
When you have some time, be sure to check out the new searchwiki by Google. It's a new tool allowing consumers using Google to rerank search results, delete them, add new ones, and maintain notes about specific sites. In short, it allows you to customize your search experiences and actively review comments from other searchers. According to the story, "while Google users cannot alter the search results for others, their notes and votes are publicly viewable. Were Google to choose to add some structure to its emerging search forum, it could leverage user reviews of sites to build a competitor to Yelp or any other site that relies on user-generated content." The wonderful, super-confusing world of search marketing just became even more mind-boggling. It's potentially both a great opportunity if consumers like what you have to offer and, at the same time, a concerning threat if your website doesn't meet consumers needs. We are keeping a very close eye on this and will keep you posted on how this progresses.
Thanks Kyle for the lead.
Read on.
Sat, July 26, 2008
Imagine a line item in your advertising/marketing plan labeled “listening budget”. It may sound a bit goofy now, but it’s on the way to a marketing plan near you (probably under a different name.)
Consider the power of the following quote from the attached story: "We're in a world where one person, by their actions, can make a company look bad, and it can get echoed and amplified over and over again," said Josh Bernoff, an analyst at Forrester Research and coauthor of Groundswell, a book about business and social technologies. "The power has shifted, [so] that big companies now have to be worried about one individual with a microphone called a blog."
So, what does this mean for live entertainment brands? Well, it actually means a lot when you consider that the customer experience involves so many different touch points including the ticket buying process, the box office, the merchandise booth, the concession stand, ushers, etc. We are in a ‘people’ business and customer service is a much larger part of the live entertainment experience than we tend to focus on. The reality though is that consumer's experiences with our productions and how they write about them often include many of the elements of their experience that don’t happen on stage. If a consumer has a tough time ordering a ticket, has a bad customer service experience with a Broadway usher or waits an hour in valet for their car after the show at a Las Vegas hotel – all of this plays into the larger experience and how they talk about your brand.
Consider all of what you just read and now read the following article that highlights a new age in customer service and what is now being expected by customers and the risks associated by falling short of their expectations.
Read On
Sat, April 22, 2006
According to a new study, at the current rate of growth, the number of blogs online doubles every six months.
"Since 2003, the blogosphere has experienced a doubling in size about every six months to reach a currently tracked 35.3 million Weblogs. In the past three years, the number of blogs tracked has grown over 60 times its size."
More importantly, the study points out that 55 percent still maintain their blogs with new posts after three months of blogging. While not all bloggers write regularly, about 3.9 million update their blogs at least weekly.
We have run advertising and promotions with select blogs in the NY metro area and we can say that, so far, we have been happy with the overall response.
Click here to read more from the study.
Fri, April 07, 2006
All the rage has surrounded CGM (consumer generated media or sometimes referred to as user generated media).
Unlike paid media, CGM is created by consumers. Some simple examples of CGM include blog entries, message board posts, forum comments, personal Web sites, and personal e-mail.
This concept has begun to expand over the last few years and now it's top of mind for Madison Avenue.
Most recently, Chevrolet took CGM to the next level and introduced a Web site allowing visitors to take existing video clips and music, insert their own words and create a customized 30-second commercial for the 2007 Chevy Tahoe.
Cool concept, right? NO!
It's turned into a public relations nightmare as these commercials are now being sent around online with tag lines like:
"Our planet's oil is almost gone. You don't need G.P.S. to see where this road leads."
"Like this snowy wilderness? Better get your fill of it now. Then say hello to global warming."
Who in their right mind at Chevrolet thought it would be a good idea to let consumers freely make and distribute their own TV commercial for their new SUV in today's social/political climate?
The marketing community is mixed on the overall results. Some see the campaign as a success and others do not (including myself).
You decide.
Click here to see a sample commercial we put together to show you how the campaign works.
Click here to read more from the story in the New York Times.
Thu, March 02, 2006
So what is the real effect of the Broadway message boards? It's always a topic of discussion so we went direct to the source to get an insiders take. We sat down with Robert Diamond, editor of BroadwayWorld.com which hosts one of Broadway's most influential message boards, to get this thoughts.
Click here to read the interview.
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