Slo-Mo Blogging
Wednesday 16th April, 2008Yes, a lazy april for blogging, but frankly
not much going on if one excludes rocketing oil price, floundering financial
markets, an election where a man which could not run in most countries
of the world got elected by a landslide....
I am working on a seminar series on web2.0 - with everybody and his brother running web2.0 conferences, I feel there is a distinct overexposure risk which can kill the meme rapidly; so I have decided to shift my focus on concrete applications of web2.0 to marketing and communications. After all, we now have probably more experiences and projects under our belt than anyone else in the world, so we should turn this experience in learnings to be shared with our clients (and prospects?).
In particular, we have identified so far four categories of projects and I am beginning to think applications of web2.0 sort of tend to fall into one of these or a combination thereof:
1. flanking - say you realize your traditional marketing campaign focused on a "concept" (a term I use to define a broad array of things like brand values, consumer behaviours, etc.) does not work; there could be many reasons for this (lateness to market, entrenched competition, hostile regulators or NGOs...); the strategy consists in identifying neighboring concepts and developing campaigns to "own" these.
2. coverage - most brands have a set of well defined brand values they are trying to associate with. We can measure how well this set is covered by you and your competitors; moreover we can identify and measure unexpected associations, highlighting opportunities for niche campaigns which are usually much more effective.
3. niche - we can define consumer profiles based on concepts associated with each; actually our approach is to define profiles by clustering concepts; venues and key influencers can be identified for each profile, allowing for a much more efficient and effective niche campaign development and deployment.
4. surveillance - a population of concept can be measured in terms of popularity over time, assessing e.g. how important a concept is becoming and triggering alert mechanisms which can drive an Issue Management program nipping the potential issue in the bud.
More later on this.
I am working on a seminar series on web2.0 - with everybody and his brother running web2.0 conferences, I feel there is a distinct overexposure risk which can kill the meme rapidly; so I have decided to shift my focus on concrete applications of web2.0 to marketing and communications. After all, we now have probably more experiences and projects under our belt than anyone else in the world, so we should turn this experience in learnings to be shared with our clients (and prospects?).
In particular, we have identified so far four categories of projects and I am beginning to think applications of web2.0 sort of tend to fall into one of these or a combination thereof:
1. flanking - say you realize your traditional marketing campaign focused on a "concept" (a term I use to define a broad array of things like brand values, consumer behaviours, etc.) does not work; there could be many reasons for this (lateness to market, entrenched competition, hostile regulators or NGOs...); the strategy consists in identifying neighboring concepts and developing campaigns to "own" these.
2. coverage - most brands have a set of well defined brand values they are trying to associate with. We can measure how well this set is covered by you and your competitors; moreover we can identify and measure unexpected associations, highlighting opportunities for niche campaigns which are usually much more effective.
3. niche - we can define consumer profiles based on concepts associated with each; actually our approach is to define profiles by clustering concepts; venues and key influencers can be identified for each profile, allowing for a much more efficient and effective niche campaign development and deployment.
4. surveillance - a population of concept can be measured in terms of popularity over time, assessing e.g. how important a concept is becoming and triggering alert mechanisms which can drive an Issue Management program nipping the potential issue in the bud.
More later on this.
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