Comments for Cow Bell: Rethinking Marketing for the Digital Age

Comment on show social or show business by Emma Walton

Emma Walton — Sun, 18 Jul 2010 20:51:59 +0000

Great post Chris, which I have just turned to as I am writing an article for an industry sector who I am sure have not yet realised the benefits of Social Media. It's all about education and telling them honestly how it works. All I seem to come across are people who think it's either easy or a waste of time. It will take time as with anything but we will get there in the end, ideally without eating each other!

Comment on show social or show business by annholman

annholman — Thu, 15 Jul 2010 11:52:53 +0000

Wow interesting post Chris and well articulated. I think you are right, we can go on banging the drum about how amazing social media is but we now need to demonstrate it. Show not tell as I am saying a lot these days. For what its worth I think companies are scared for the following reasons:

1. Social media and its impact on marketing and communications, means ultimately for a lot upending their business model. They see that in the not too distant future and are afraid. We know what fear can do to a business and a person. I guess in simple terms the difference between broadcast and social.

2. Social media suddenly demands participation. It isn't a spectator sport. By taking companies down a social media route, we are asking them to stop abdicating responsibility for marketing to the PR company, the advert we just placed in the local rag or sending out those brochures and encouraging them to get involved in labour intensive marketing that sits internally in the business. In my experience this is one of the biggest shifts clients feel uncomfortable about.

3. They are not so worried about the technology, its the new relationship models that are starting to become apparent. The 4 P's are dead and instead we are talking about building intimate relationships though values and engagement. Many companies say they are doing this but they really are not.

4. Employees have a voice, they can express themselves. Clients are worried about that yet its completely irrational.

We've started looking at these issues quite heavily as it impacts on how we communicate our product offering. I think once we start addressing some of these aspects for our clients it will help them get over the shock of change sooner rather than later!

We al,l and I include me in that, have been too much about 'big bang' rather than 'incremental' change.

Comment on show social or show business by Kate Spiers

Kate Spiers — Wed, 14 Jul 2010 20:18:19 +0000

The thing I've found myself saying to clients a lot recently is something along the lines of: “yes social media is important, but it's not everything – it's one channel of many”. I see a lot of people getting tied up in knots trying to make sense of their involvement in social media and where exactly they're going with it. The response that it should be applied sparingly and thoughtfully to relevant campaigns, channels and activity is a refreshing one – as is the nudge to us all to do the same as practitioners and advisors.

Comment on show social or show business by Mark Jennings

Mark Jennings — Wed, 14 Jul 2010 16:20:27 +0000

This is something I believe in wholeheartedly. Lots of noise is made about the big brands using social - but they can afford to fail, and fail fast: it is part of their environment. They were the same ones putting millions into mobile spaces WAY before there was any ROI.

This blinds many in the industry trying to sell in social media services: they believe it a little too much and often so do the direct clients, but the board have this month's profit warning to deal with and social media really is “kid stuff” to them by comparison.

We are still in the ‘Marconi years’ where lots of money will be spent unwisely in the land grab. I saw the same in 96. Some will become stars, many will lose their shirts. You don’t have to look far at a social media conference to see the issue. It is filled with practitioners, many seeking their next meal.

So, if you are selling social media services to anyone but adventurous brands for your supper either find a niche, get real lucky, or get out.

Comment on show social or show business by Gary Day-Ellison

Gary Day-Ellison — Wed, 14 Jul 2010 12:56:48 +0000

Clearly put and a well reasoned post. Augmentation of existing company plans makes sense as a broad approach for companies new to Social Media.

The variety of businesses echoes the variety of customers. And, of course, businesses are comprised of other people's customers.