Blog archive

Brand Strategy, Creative Thinking, Digital Evolution and more...

July 2008 Archives

July 31 2008 9:56 AM

Anaesthetic anyone?

There’s an interesting report just released by McKinsey about the adoption and satisfaction with Web 2.0 technologies. Whilst I’m not keen on the label of Web 2.0 and the bundling of these technologies into a category, it is an interesting snapshot of how Enterprises are recognizing the potential value (slowly), including an analysis of what gets in the way.

We have a couple of clients who have tentatively dipped their toes with the idea that they will evaluate performance and then make a decision whether to dive in, and we know (if we’re honest) they haven’t really got it. Yet.In this report there’s an analysis of dissatisfaction with Web 2.0 and a perception of the barriers. Those that are most dissatisfied identify the biggest barriers as being:

  • My company’s leadership team doesn’t encourage the use of Web 2.0
  • My company’s culture doesn’t encourage the use of Web 2.0
  • My company doesn’t understand the potential financial return from the use of Web 2.0
  • My company doesn’t provide sufficient incentives to adopt or experiment with Web 2.0

This highlights some of the challenges facing those of us who believe in the potential. We have to be clear about our arguments. We have to engage businesses at the highest level and we have to paint of picture of just what is possible.

Coincidently, I heard an interview on the radio this week with the author of a book that charts the development of medical sciences and recounts the resistance the Victorian “so called” medical profession offered to things like general anaesthetic. Apparently, at the time a good surgeon was one who was best at restraining patients through the pain, and so they saw the idea of an anaesthetic as a threat to their prowess. It was the surgeon who was known as being the fastest who could see the benefit, as it enhanced his reputation.

To me this suggests that we will have more success in introducing new techniques to B2B marketers who recognize their true role as building sustainable brands and reputations, not supporting sales or creating brochures. If you are one of those, please put your hand up.

July 29 2008 8:00 AM

Corporate commenting

The New York Times recently flagged up this issue, which was probably overdue to appear, in Griping Online? Comcast Hears You and Talks Back. Comcast, a US cable services company, not only has a full-time staff to trawl blogs and other social media for customer complaints, it has a policy of responding immediately online - by commenting on a complaining customer’s own blog, for instance.

Well, why not, you might say - if it’s a public blog or Tweet, everyone’s invited to chime in. But at least seven Comcast customers have called the practice ‘creepy’. It’s one thing for companies to respond promptly to customer complaints on the company blog, quite another to up periscope on customers’ own turf.

But maybe it’s just the shock of the new. I admit it seems vaguely Big Brother, as one customer mentioned in the article, but it also seems to be the next logical step in conversation marketing, B2B or B2C.

Could be it all depends on the quality of the response. At least one Comcast customer received much faster resolution to a service problem thanks to the spying, I mean proactive listening, than he was getting from phone-based customer service.

And of course, anyone can delete a comment they don’t want from their blog, just like that.

What do you think: Big Brother or fair play?

Creative Lewisham 0
July 25 2008 10:33 AM

2b or not to be.

So why have we attached a playground label to our noble profession?

Creative Lewisham 0
July 22 2008 4:29 PM

What is SEO anyway?

You have no idea how many times I get asked this, and the different ways I have tried to explain what it is, and why it is so important. In fact, in some cases I’ve just given up.

Creative Lewisham 0
July 21 2008 9:51 AM

One idea or many interlinked ideas?

For a while at Creative Lewisham we’ve been questioning the logic of the single big idea as the basis of a brand’s campaigns. Having spent years creating consistent and compelling campaigns around a single idea, why change?

July 18 2008 11:15 PM

Less is more

I agree with 37 signals dictum that it’s best to create half an application rather than a half-arsed application.

Paul Hatcher 0