This link has been bookmarked by 46 people . It was first bookmarked on 15 Dec 2008, by someone privately.
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24 Sep 09
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02 Mar 09
Jesus AlvarezThat's where this article aims to help. We interviewed more than 30 executives and managers in both large and small organizations that are at the forefront of experimenting with Web 2.0 tools. From those conversations and further research, we identified a set of emerging principles for marketing.
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as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past.
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17 Jan 09
Justin FosterThis is the article that was a feature in the print version of WSJ.
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Don't just talk at consumers -- work with them throughout the marketing process.
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06 Jan 09
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But that kind of approach misses the point of 2.0. Instead, companies should use these tools to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service.
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Among other things, company employees have created wikis -- Web sites that allow users to add, delete and edit content -- to list answers to frequently asked questions about each product, and consumers have added significant contributions. For instance, within days of the release of a new piece of software by the company, consumers spotted a problem with it and posted a way for users to deal with it.
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For instance, a toy company that created a community of hundreds of mothers to solicit their opinions and ideas on toys also enables them to write their own blogs on the site, a feature that many use to discuss family issues.
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Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry. Such recognition not only encourages participation, but also has the benefit of allowing both the company and the other members of the community to identify experts on various topics.
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Many companies told us that a moderator plays a critical role in keeping conversations going, highlighting information that's important to a discussion and maintaining order.
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05 Jan 09
uhlandfriends -Interessanter Artikel über das Marketing in der Web 2.0 Welt.
Inhalte:
Aufbau eine echten Kundenbeziehung und eines direkten Dialogs.
Zusammenarbeit mit Kunden (Crowdsourcing, Wisdom of the crowds).
Involvierung der Kunden und Nutzer in das Marketing.
(via WSJ.com) -
Roger HarrisA growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, service enhancement and promotion. But most companies still don't appear to be well versed in this area.
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03 Jan 09
Maria Reyes-McDavisA growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, service enhancement and promotion. But most companies still don't appear to be well versed in this area." /><meta name="subsection" content="Special" /><meta name="section" content="Article" /><script type="text/javascript" language="javascript" charset="ISO-8859-1
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20 Dec 08
Michel BauwensConsumers are flocking to blogs, social-networking sites and virtual worlds. And they are leaving a lot of marketers behind.
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18 Dec 08
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jlearn 2.0Article in the Wall Street Journal by SALVATORE PARISE , PATRICIA J. GUINAN and BRUCE D. WEINBERG, December 15, 2008.
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17 Dec 08
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Instead, companies should use these tools to get the consumers involved, inviting them to participate in marketing-related activities from product development to feedback to customer service.
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How can you do that? A leading greeting-card and gift company that we spoke with is one of many that have set up an online community -- a site where it can talk to consumers and the consumers can talk to each other. The company solicits opinions on various aspects of greeting-card design and on ideas for gifts and their pricing. It also asks the consumers to talk about their lifestyles and even upload photos of themselves, so that it can better understand its market.
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A marketing manager at the company says that, as a way to obtain consumer feedback and ideas for product development, the online community is much faster and cheaper than the traditional focus groups and surveys used in the past. The conversations consumers have with each other, he adds, result in "some of the most interesting insights," including gift ideas for specific occasions, such as a college graduation, and the prices consumers are willing to pay for different gifts.
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One lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing. That way the site isn't all about the company, it's also about them. For instance, a toy company that created a community of hundreds of mothers to solicit their opinions and ideas on toys also enables them to write their own blogs on the site, a feature that many use to discuss family issues.
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Other companies provide more-direct incentives: cash rewards or products, some of which are available only to members of the online community. Still others offer consumers peer recognition by awarding points each time they post comments, answer questions or contribute to a wiki entry. Such recognition not only encourages participation, but also has the benefit of allowing both the company and the other members of the community to identify experts on various topics.
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16 Dec 08
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Don't just talk at consumers -- work with them throughout the marketing
process. -
use these tools to get the consumers involved, inviting them to
participate in marketing-related activities from product development to feedback
to customer service. - 14 more annotations...
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A marketing manager at the company says that, as a way to obtain consumer
feedback and ideas for product development, the online community is much faster
and cheaper than the traditional focus groups and surveys used in the past. The
conversations consumers have with each other, he adds, result in "some of the
most interesting insights," including gift ideas for specific occasions, such as
a college graduation, and the prices consumers are willing to pay for different
gifts. -
Among other things, company employees have created wikis -- Web sites that allow
users to add, delete and edit content -- to list answers to frequently asked
questions about each product, and consumers have added significant contributions -
Give consumers a reason to participate.
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Consumers have to have some incentive to share their thoughts, opinions and
experiences on a company Web site -
Many companies told us that a moderator plays a critical role in keeping
conversations going, highlighting information that's important to a discussion
and maintaining order -
The moderator can also see to it that consumer input is seen and responded to by
the right people within the company -
Listen to -- and join -- the conversation outside your site
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The Lessons: From these early efforts, a set of marketing
principles have emerged. Among them: get consumers involved in all aspects of
marketing, listen to and join the online conversation about your products
outside your site, and give the consumers you work with plenty of leeway to
express their opinions -
Resist the temptation to sell, sell, sell
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When consumers are invited to participate in online communities, they expect
marketers to listen and to consider their ideas. They don't want to feel like
they're simply a captive audience for advertising, and if they do they're likely
to abandon the community. -
Don't control, let it go.
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Find a 'marketing technopologist.'
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I'd want to see someone with the usual M.B.A. consultant's background, strong
interest in psychology and sociology, and good social-networking skills
throughout the organization." -
Embrace experimentation
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Doug MitchellThis article does present much of what we've read in the last few years about what it takes to become a "social marketing" company. But the most incredible point I took away was in the next to the last paragraph "Find a marketing technopologist". A what?
The piece says, " So who should direct a company's forays into Web 2.0 marketing? A number of managers identified an ideal set of skills for an executive that go beyond those of a typical M.B.A. holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction. A manager said, "I'd want to see someone with the usual M.B.A. consultant's background, strong interest in psychology and sociology, and good social-networking skills throughout the organization."
So there's my job description...I just didn't know it. I'm a technopologist.social media marketing technopologist networking web 2.0 wsj.com
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15 Dec 08
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