Businesses think they own their products and experiences. That’s why they brand them, put their personal mark on them, and make signature experiences.
The role community members play in creating and developing successful brands is a stark change. This collaborative shift is caused by technology in the form of social and mobile, and a new “we” ethos brought on by millennials.
Brands continue evolving from something discussed to collaborative distribution channels built on the premise of sharing products and services. In many ways, collaboration provides an opportunity for businesses to create a new sales channel, something I will discuss later this week on the Vocus Marketing blog.
Beyond the core business opportunity, the movement marks a larger economic and cultural shift towards community based models. Socialism and its less successful offshoot communism produced global failures centered on fulfilling the ideal of community based sharing. In an ironic turnabout, the collaborative economy leverages capitalism to fulfill that ideal through a pretty cool market based approach.
Read More »Sharing and Collaboration
In building the program for xPotomac (February 25th), I sought to address a sea change in media evolution. That change spells the end for the social PR revolution, a marketing movement embodied by brand-led conversations over the past seven years.
We are currently experiencing a throttling of branded, online grassroots power. Specifically, it’s becoming harder and harder for marketers to be seen with branded earned media and social updates.
This evolution is best evidenced by the increasing role of owned and paid content placement (as discussed, content marketing is the 21st century nice description of advertising), and social or native advertising.
Other signs evidence this change, too. Social search and stronger policing of black hat SEO by Google has put a premium on paid search again. Facebook’s use of Edgerank to force companies and individuals alike to pay for attention is another harbinger of this fate.
The rise of big data and the forthcoming wearable computing revolution — themes that run throughout xPotomac — will cause a further throttling of online grassroots pipes.
In its Holiday Marketing Best Practices Guide, Amazon coaches online merchants to disregard negative comments until they reach a ratio of 5% of all comments:
“Most sellers will eventually receive some negative feedback. When it happens to you, put it in perspective: a 0-2% negative feedback rate is great! If your negative feedback rate is greater than 5%, review your business practices to correct any operational problems that might affect a buyer’s experience.”
Amazon has had its fair share of customer service issues over the years. But I agree with the online retailer’s guidance in principle, and use a similar barometer in coaching clients about negative commenting.
Read More »Amazon on Negative Comments: Disregard 5%
The Amazon Kindle Fire launched with great success this holiday season. Sales have outpaced Amazon’s forecasts, and manufacturing has stepped up. But the iPad competitor has quality issues with more than 30% of buyers rating the device negatively to neutral… Read More »Will Amazon Respect Its Kindle Fire Customers?
Go to enough social media conferences (like two maximum), and you will inevitably have a conversation about the cliche, “Everyone’s written a book.” This meme references the seemingly endless proliferation of social media books published. Consider this author a two-timer… Read More »Everyone Has Written a Book!
First of all, let me apologize for this up front. A confluence of issues have occurred: