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Marketing and Customer Service

April 5, 2009
Advertising catch phrase: “buy me and you'll g...
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Here are my thoughts and ideas about the first 46 pages in the book, “Social Media Marketing: An Hour A Day” by Dave Evans.

People participate in conversations that interest them.

Citizen journalism at NowPublic; their blog

http://bit.ly/S5tB

The content of this article on ROI of social media shows SM can work if done right

http://bit.ly/m8LX

Do you ever leave a review of a product or a service on a blog or forum?

Where do you get information about products / services you are interested in purchasing?

I’m trying to figure out what Dave Evans means by “talk-worthy events.”

I think this is powerful: Dave Evans states that each one of us is emerging as a “source of content used to inform a purchase decision.”

I almost always read book and movie reviews to make a purchase / viewing decision.

Advertising that interrupts is unwelcome, thus pop-up ad blockers and Do Not Call registries and similar control options are now available and widely used. Advertising within conversations offers the best chance of information about a product / service being delivered to the right people – individuals who are looking for or sharing reviews, good and bad. By using traditional advertising AND social media (conversations), sales of good products / services will benefit. Will advertisers need to spend less on traditional advertising? Think Amazon and their free-shipping policy.

If you can trust the source of information – a consumer who has used the product / service – then word-of-mouth via social media becomes an important venue for advertising. These conversations can be tracked to show ROI (BlogPulse, Nielsen, BuzzMetrics p. 29). Transparency is important. No one likes to be duped. Don’t pretend to be a consumer when you are really the advertiser. Disclosure p. 25.

Members create the content, per Evans p. 19. Think of YouTube.

Communities grow through networking. Sally, who has 50 online friends, tells Sarah, who has a different set of 50 online friends, about a product/service. One of Sarah’s online friends shares this information with her network of friends. Each time this information is shared, the network it reaches grows and grows. LinkedIn.com p.27. Influence p. 36.

As a college student, my professors would not accept anything from Wikipedia as a source for research papers. (Fall 2007 to present)

I agree with the updated version of the purchase funnel. It is important to add social feedback to the cycle. p. 40-41.

I highlighted important sections in the first 46 pages, but I actually wrote in the book on p. 43. Marketing and customer service must come together.

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2 Comments leave one →
  1. April 9, 2009 9:28 pm

    Denise-

    Thank you for your interest in my book, and in social media as it applies to marketing. I appreciate as well your taking the time to share your views on all of this with others. 😉

    Regarding the idea of “talk-worthy” let me explain. For example, on page 13 I say “…advertisers can seed conversations by creating exceptional, talk-worthy events.” By this I mean–and you can sort of think “Purple Cow” here — that as a marketer or advertiser, having the product or service “right” will help ensure a favorable conversation.

    Starting that conversation is, however, a different matter. A recent example comes to mind: Freshbooks, a maker of accounting software, noticed via Twitter that one of its customers had been stood up on a blind date, completely unrelated to the company itself. They sent her flowers. She started a conversation about *that.* Zappos routinely surprises customers with “next day” delivery even thought they paid only for regular ground shipment of the shoes they ordered. People talk about that. I often talk about the little timer on the French Press coffee carafe–it ensures that the coffee has sat for just the right amount of time–at my favorite coffee bar in Austin.

    In summary, as marketers and advertisers looking to participate on the Social Web, we need to do two things: 1) Offer products and services that are so good that conversations about them will help us, and 2) look for opportunities to do things directly related to our markets and especially our customers that delight them, and get them talking about us in the first place.

    Let me know if this addresses your question. Again, thank you very much for your interest in my book, and in learning more about Social Media. BTW, do keep using Wikipedia: you can always use it to broaden your own understanding and so produce better work in class, even if you can’t include actual citations in written papers. Change comes slow. 😉

    Dave

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