Diva Marketing Talks About Social Media Sponsored Conversations With "Auntie" Melanie Notkin and Scott Monty

03/19/2009

Diva Marketing Talks is a live, internet radio show.  30-minutes. 2-guests. 1-topic about social media marketing. Why? To help you understand how to participate in the "new" conversation without getting blown-up. Miss today's show? You can pick it up as a podcast or listen on your computer.

Today's Diva Marketing Talks explores the impact of social media sponsored conversations from both sides of the virtual fence: brand and content creator.  "Auntie" Melanie Notkin, founder of the innovative community for aunts, SavvyAuntie and Scott Monty, Global Digital Communications Ford Motor, discuss the impact accepting money or products/services can have on social credibility. We'll also talk about where blogger relations and pay per click fits into the picture. Question: Are social media content creators the new NASCAR drivers?

Topic for March 19, 2009: Do Sponsored Conversations Make Social Media Content Creators the New NASCAR Drivers?
Time: 7:00p - 7:30p Eastern/ 6:p - 6:30p Central/ 5:00p -5:30p Mountain/ 4:00p - 4:30p Pacific
Call-in Guest Number: 718.508.9924

Guests

Auntie_Melanie_Notkin_laptop_2_97061859 Melanie Notkin is the founder and CEO of SavvyAuntie.com, the first online community for cool aunts, great aunts, godmothers and all women who love kids. Before launching Savvy Auntie, in July 2008, Melanie was an interactive marketing and communications executive for global Fortune 500 companies, including New York Times Digital and American Express, as well as L'Oréal.

Melanie is a regular panelist on the Strategy Room on FoxNews.com and a contributing editor to Toy Wishes Magazine. She and Savvy Auntie have been featured on NBC, CBS, The New York Times, The Wall Street Journal, Business Week, The Washington Post, San Francisco Chronicle, The Charlotte Observer, Huffington Post, Mashable and TechCrunch, among others.

SavvyAuntie.com was ranked as one of Springwise's Top 10 Entreprenerial Ideas of the Year (2008) and Melanie was recently named a Heeb Magazine HEEB 100.

Find Melanie at Twitter Blog SavvyAuntie and of course on the SavvyAuntie Community

ScottMonty Scott Monty describes himself as a "Renaissance Man."  Although he is a marketer and communications professional focused on the digital industry his career spans a number of industries from healthcare, pharma, biotech, travel, automotive, tech, to communications. Some of Scott’s past clients include American Airlines, Audi, Starwood Hotels, IBM Healthcare & Life Sciences, Boston Scientific, The Coca-Cola Company, Millipore, Motorola and Kraft Foods,

Scott is currently the head of social media for Ford Motor Company, where he holds the title Global Digital & Multimedia Communications Manager.  While his role is based in the Corporate Communications area, he is a strategic advisor on all social media activities across the company. From blogger relations to marketing support to customer service to internal communications and more, social media touches many facets of Ford business, and Scott is there to ensure it is consistent across all of them.

Scott is an active blogger and podcaster. He writes about issues relevant to the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog, a literary undertaking. Scott has been featured in numerous news and business publications, on a variety of podcasts, and on national television. Scott is a recognized thought leader in the social media industry and frequently speaks at industry events. Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's Graduate School of Management.

Find Scott at Twitter, The Social Media Marketing Blog  The Baker Street Blog,

Tips From The Diva Bag

Complements of Auntie Melanie Notkin

1. Trust is something you earn. And it's the most valuable asset you have. Deserve it or fail.

2. As a company, you can't wake up one day and decide you are going to be authentic and transparent. It has to be something you were born with. And if you weren't born with it, apologize and be authentic and transparent about your journey to authenticity and transparency.

3. Social media and digital media enable us to be transparent and authentic. The minute you hire an intern to tweet for you is the minute you give the steering wheel to a student driver. From another country. Where they drive on the other side of the road. You'll never make it back home

Complements of Scott Monty

1. You know the phrase from Glengarry Glen Ross , "Always Be Closing"? Forget it. Instead, your mantra should be "Always Be Listening." Thanks to the open nature of the web and the ability for any one of us to create content, we have the ability to track and understand what they're saying about us. Listening is the first step to providing value for your community. If you know what they're saying and what their expectations are, you're well along the way.

2. Give your community a unique experience. Most likely, you work in a market where you're competing for your customers' attention, whether you sell consumer packaged goods, consulting services, or technology. If you can create an opportunity for them to learn or get something from you that no other competitor can offer them, they'll remember you better and come back for more.

3. Be human above all else. Let people know that there are real people working for your company, whether its a small business or a multinational entity. If you can let their personalities shine through and make it easy for people to relate to them, they'll be more likely to trust you with their business.

Facebook Trust: A Point of View From The Millennium Generation

02/18/2009

Jessica robyn_2 One might say that my 22-year old niece Jessica Robyn has “grown-up in social media.” She was actively involved in Live Journal when she was in middle school. She joined Facebook when she began college in 2004. Her 491 friends are truly people that she knows and has allowed into her virtual world.

Early this week Facebook changed the rules of their game I was curious about Jessica’s reaction. Then when Facebook changed the rules back I was even more curious. Jess graciously agreed to an interview for Diva Marketing to share her views.

Toby/Diva Marketing: Why did you join Facebook?

Jessica Robyn: I resisted at first once my college was first added to Facebook since I saw everyone competing for friends, but December of 2004 I caved. Once I joined I saw an outlet to connect with old friends and I could upload photos so that all my friends could see what I was up to. It was a great tool and I could adjust my privacy settings so I knew who was seeing what sections of my profile.

Toby/Diva Marketing: What sort of things do you enjoy most about Facebook?

Jessica Robyn: I highly enjoy being able to connect with old friends and see how they are doing through recent pictures. I got to reconnect with a friend whom I had not seen since I was in middle school courtesy of Facebook. We were able to send messages through Facebook and got to know each other again. She soon after came to visit me while in college, and we still have maintained our friendship since.

Toby/Diva Marketing: What was your first reaction when you heard that Facebook had changed its terms of service and now your content belonged to them?

Jessica Robyn: I definitely felt betrayed. This tool I have been using as an outlet and had control of my privacy settings went behind my back and decided that they would be able to profit off of my picture? I think that is absurd! It was not in the contract I signed up with and I was not formerly informed by Facebook of this change, but rather through a forwarded e-mail from a friend.

Toby/Diva Marketing: What did you think might happen to the hundreds of photos of you and your friends that you posted on your Facebook page?

Jessica Robyn: I honestly hope nothing, but if Facebook can sell them, who knows. They could get into the wrong hands that way and it could be dangerous.

Toby/Diva Marketing: How did that make you feel?

Jessica Robyn: I felt like one of my friends who I trusted changed their entire personality. I did not know what to think anymore.

Toby/Diva Marketing:  Now we learn that Facebook listened to their customers and will go back to their original user agreement. Do you trust Facebook less or do you trust Facebook more?

Jessica Robyn: I trust them less now. They are still capable of changing something so much on the website without giving users fair warning. I think going back to the original was just a cop-out for now since they are planning on re-writing the changes.

Toby/Diva Marketing: When it comes to posting content will you do anything differently on your Facebook page now than you would have say last week?

Jessica Robyn: Absolutely, I feel like now I need to censor myself and the content of "my" page since it is no longer "mine" anymore. I felt very comfortable posting almost anything, but knowing that Facebook could do what they please with it completely disrespects my privacy and trust in them

Toby/Diva Marketing: A little off topic but for my marketer friends., do you ever go to Fan Pages on Facebook that are about brands or products. For example Victoria Secrets has a Facebook page do you ever pop in? Why or why not?

Jessica Robyn: I personally don't since I see Facebook as simple what its name is, face-book. I use it strictly for connecting with my friends. One friend who I am doing some work for asked me to become a fan of their web site and even that I declined since it is not what I use Facebook for.

Toby/Diva Marketing: Do you ever click on the ads? Why or why not?

Jessica Robyn: I honestly do not really notice the ads anymore. I just click through Facebook as I normally do.

Toby/Diva Marketing: One last question to wrap this one. If you could sit down with Mark Zuckerberg what would you tell him.

Jessica Robyn: I would explain to Mark that the reason I use Facebook is because it respects my privacy. I would not be using it if I thought he would use my image or some private messages I exchange for his own benefit.

How To Write Tabloid Blog & Tweet Posts

01/23/2009

Less virtual rock throwing was one of my wishes that I discussed with Leesa Barnes on her 2009 Social Media Predictions podcast. Barely three weeks into 2009 and we still have a long way to go.

Back in 2005 - 2007 blog firestorms were common place now it seems T-storms (Twitter storms) are in vogue. This week a nice guy I know was called out because of a tweet he wrote. Since he works for a large agency his tweet was picked up and spun round and round the Blogosphere and Twitterville. It's one thing to call out a company about a strategy you disagree with but quite another to embarrass a person. I thought we in the business social media world learned the lesson that it is people who are behind blogs and tweets not the technology. Guess not.

Okay people if you're going to write Tabloid Blogs and Twits (yes I said twits) .. let's get it right!

Tabloid blogger busted 10 Tips On How To Write Tabloid Blog & Tweet Posts

1. Pick a person who has colored outside the lines.

    Bonus points if he/she works for a large PR or advertising agency or major brand.

2. Position yourself as an expert in social media.

    Bonus points if you have actively worked in social media for less than 3-weeks

3. Critically detail where the person went wrong.

    Bonus points if you include a photo of the person

4. Explain how you would have handled the situation.

    Bonus points if you work in that you are available to consult with the company to help improve its social media strategy.

5. Tweet your blog post including a link to your post.

    Bonus points if your tweet is RT (re-tweeted)

6. Search optimize your post.

    Bonus points if your post is Digg-ed, linked to or stumbled on

7. Create a title that is controversial

    Bonus points if it is search optimized

8. Try .. but not too hard .. to get a quote from the person or organization

    Bonus points if no one responds giving you another opportunity to show how smart you are by telling how you would have handled the situation pre and post "incident"

9. Focus on the most sensational aspects

    Bonus points if you include that in both your posts and tweets

10. What is your tip?

      What would give bonus points?

Hidden Gems In Comments: Blogger Relations

09/06/2007

I was skipping Girl_computer_2 around the internet looking for inspiration and found this wonderful quote - "To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity."  Douglas Adams

Then I received an eMail from Qui Diaz, 360° Digital Influence - Ogilvy Public Relations. I met Qui at the Success In The City's Social Media Conference this June. She is smart and kind and likes Diva Marketing and Max .. so of course we hit it off right away.

Seems Ogilvy has developed A Blogger Outreach Code of Ethics. So I clicked over to see what they were doing and dropped a comment. Sometimes the best "posts" are the comments that I leave on other people's posts. Do you feel that way too? Here's what I said -

Nice to see a large agency thinking through and putting together "ethics" on how to work with bloggers. My thanks to Qui Diaz for the email about your guidelines.

Taking into consideration that the title of your post is "Creating A Blogger Outreach Code of Ethics" there is an element that is not mentioned and although it might not  fall into a 'code of ethics' is one of the most significant reasons  bloggers will even begin to consider reading your emails and then posting.  It is the reason I clicked on Qui's link. Relationship. Qui and I have developed a relationship over the past several months and I trust her ideas will be of interest to me and to my community.

MK's #9 and #10 address how you might begin to build relationships with bloggers. In my post, 12 Blogger Relations Secrets For PR, Advertising and Brand Marketers, I offer a few tips that run similar to MK's list. 

10. Remember what your Mama taught you. A follow-up thank you for mentions would really be over the top.
11. Join me in the conversations. Drop a comment on a post. Send me an email note about a post I wrote.

One note of caution, be careful who you offer payment to and/or freebies. Some bloggers are dead set against accepting anything because they feel it compromises their integrity with their community. They would prefer a way to give back to their community. Be creative. Keep in mind bloggers are not journalists.

MK Milker's, The Not Quite Crunch Parent, comment should be a post. Here are #9 and #10 that I referenced. Her comment alone is worth a click to the post.

9. Respond to or engage me. You can comment on my blog – you can. Jump in any conversation that seems to fit with your client’s marketing message. Unlike in the mainstream media where you play a background role, you can respond to my commenters’ questions or ones I raise myself. Come on, Mattel, get out there and tell us what you’re doing about the recall. Don’t you have a crisis plan in place for the blogosphere?

10.Follow up. Not with me. Don’t ask me to send you the link to my article when it runs. Run a search for it. Send me a gushy thank you note thanking me for my time.

There are as many beliefs about what is ethical when it comes to blogging as there are bloggers. Each bloggy village e.g., Mommy bloggers, Real Estate bloggers, Golf bloggers, Business bloggers, Baseball bloggers has its own culture and acceptable norms. A few weeks ago, in the biz blogosphere, there was a lively debate on the ethics of accepting an expensive camera to test. Some bloggers felt it was cool  while others had very different views and concerns.

MK's #4 is a reminder that some bloggers do accept and encourage samples.  "Don’t expect something for nothing. In the early days of blogging, bloggers were so thrilled to receive an email from a large company to that they were happy to write a review. Now, as blogs gain more influence, bloggers are bombarded with requests. Send me the product you wish me to review. At least I receive a free sample."

Recently Alison Bryan Fields, Ogilvy, conducted an interview with Chris Jordan - Notes From The Trenches. I hope Chris will forgive me for posting my 2 favorite lines out of context but they bring home two very important concepts.

I think a lot of PR people haven’t realized that — and I think a lot of bloggers haven’t realized it. It is valuable real estate that you’re asking me to give up for free.

Even if a blog doesn't have thousands of RSS subscribers or thousands of visitors there is significant value in a niched, loyal community, as well as, value in visitors coming in through the search engines. A post about a product/service/ offers one more customer touch point. One more viral pass along. One more opportunity to create a sale. Valuable real estate.

On the other hand, most bloggers understand my second favorite line from Chris' interview -   

If you don’t value what you are putting out there, you lose your voice. Your readers are not going to come back.

My but it's been interesting to watch as the PR/AD/Brand Marketers circle round trying to figure out how to tap into the buzz from bloggers. Assuming that bloggers are, as MK  put it, " .. thrilled to receive an email from a large company .." Or anyone who ass-u-me-s that bloggers are waiting to tap their keyboards about anything that comes into their in-box.

Which leads me full circle divas and divos to what inspired this post, Douglas Adams' quote, "To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity."

Now if our PR/AD/Brand Marketing friends can understand that we'll have a triple win for the bloggers, for their communities and for marketer's clients.

Thanks to PR Couture for the use of the graphic.

Diva Talks Link's Up: The Ethics of Social Media

07/17/2007

Pink_boa_2Diva Marketing Talks - a 30-minute tapa bite of fun and information about social media.

Toss of a pink boa to Jeneane Sessum - Allied and Wayne Hurlbert, Blog Business World  Blog Business Success BlogTalkRadio for guest hosting blog radio today's Diva Marketing Talks: The Company You Keep: The Ethics of Social Media. They totally rock! This is a must listen show for anyone interested in the issues of surrounding social media.

The thread of who we are goes across our entire participation. - Jeneane

Every action that you take and everything you do should be made with fair treatment helping others in mind. - Wayne

Tips From Diva Marketing Talks: The Company You Keep, The Ethical Side Of Social Media

Jeneane Sessum, Allied

  • Be Yourself - Figure out who you are and carry that across all social platforms.
  • If you can't figure out who you are, at least be FUNNY.
  • Admit when you're wrong, unless the other party/blogger/company is wronger.
  • Don’t Quit. Take breaks, but don’t quit because longevity counts.

Wayne Hurlbert,  Blog Business World  Blog Business Success BlogTalkRadio

  • Respect other people's work. Incorporate attribution if you are including parts of a post in your blog post. Credit should include the name of the blogger, the blog title and a link to the blog and/or post.
  • All concepts used from other blogs should be linked and credited to the source.
  • It’s okay to modify posts with details such as event dates, times or typos. However, it’s not a good idea to delete and then change major concepts on a published post. If you need to update the information indicate and date the change. Or write a new post and link back to the original post.
  • Admit to mistakes. It increases your credibility if you offer a correction and an apology.

Diva Marketing Talks With Jeneane Sessum & Wayne Hurlbert

07/17/2007

Girlfriend, there comes a time when you just have to try on that cute pair of Jimmy Choo's that you've been longing for but were not sure if they'd fit. To take a chance on something new.

Tonight Diva Marketing Blog takes to the air waves with a BlogTalk Radio Show - Diva Marketing Talks. The focus is similar to where Diva Marketing has morphed .. to help organizations understand social media marketing and how to join the conversation without getting blown-up. It's a 30-minute tapa bite of intense flavors in the form of conversation and fun.  Time: 6:30p - 7P Eastern

Tonight's show is focused on The Company You Keep - The Ethics of Social Media and who better to join in on this conversation than Jeneane Sessum - Allied and Wayne Hurlbert, Blog Business World  Blog Business Success BlogTalkRadio

Jeneane_sessum_2 Jeneane was blogging since before blogging was cool. She launched Allied in 2001 and as you can imagine she's has a few thoughts on how ethics fits into the changing world of social media.

Wayne_hurlbert_2 When I think of Wayne Hurlbert, the words "gentleman of the blogosphere" comes to mind. Wayne frequently writes about ethics and he believe ethics is a good business strategy.
 

I most cordially invite you to join Wayne, Jeneane and me in a Diva Marketing Talks conversation about  the ethical side of social media marketing. If you miss the live show it will be available for download into your MP3 player of choice.

Diva Marketing Talks
Date: Tuesday, July 17th 
Time: 6:30p-7p

Pink_boa Toss of the pink boa to Wayne for his encouragement to start this adventure and his technical consulting help!

Friday Fun: Suspended For Friendship

03/30/2007

Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend 'playground' time to be sophisticated-silly. Or sometimes just plain silly.

Today's Diva Marketing's Friday Fun post is suspended. A word of caution .. this is a messy post.

Weblogs are a messy extension of (the blogger’s) identify … links and multiple views in conversation with one another. David Weinberger

Sidebar: On 11-19-04 I wrote a post that quoted David Weinberger's C-Span speech (well worth your time). This is such a post.

This week there were dark events in the blogosphere. Tapestry_2_2 Visualize a beautiful tapestry that has been vandalized by a group of thugs. Then visualize the impact that would have on the artisans who spent days and nights of their lives designing and weaving that intricate work.

Let me say right off, this post is a risk for me. It's a risk because I've drawn a line in the sand to build my business practice helping companies use social media communications as a marketing initiative. Something that I believe in and am passionate about.   

It's a risk because this post exposes the dark side of the blogosphere to people who many think twice about the credibility of blogs, podcasts and vlogs as a marketing initiative. Marketing has changed and like it or not there is no turning back. The old world is no longer and we all need to understand the how the game has shifted .. the good, the bad and the ugly. This post is a risk worth taking.

I talk a lot about the culture of social media and the importance of being part of the community and conversation. In addition, I felt the need to join in the discussion of a critical issue in 'my industry.'  As well as, to support the people who have been caught in the crossfires and to raise my voice among many who are outraged about the a situation that goes far beyond spam, negative comments or disagreements.

Many eloquent bloggers have posted an analysis of the situation. I encourage you to read their thoughts - Lewis Green, Susan Getgood, Marianne Richmond, Mack Collier, David Armano, Shel Israel, Lisa Stone, Elisa Camahort, Elana Centor, Tris Hussey, Jim Turner, Ronnie Bennett, BL Ochman

But this post is not about that. It is to give back. It is to remind us what seems to be lost this past week. Thus the title: Suspended For Friendship.

.. because although not nearly to this extent, I too found myself in the whirls of very public blogosphere flames. I launched GourmetStation's Delicious Destinations, one of the first character blogs. The situation was far more beign than what happened this week, but my experience was very real to me.

Friends supported me. People like Tris Hussey and Paul Chaney. People like Susan Getgood, who I didn't know at the time. And yes, sometimes friends did disagreed like my pal Shel Israel

This Is For - Jeanene Sessum .. You Rock. I have no doubt that you were as much a victim as Kathy Sierra or Maryam Scoble

We bloggers talk much about friendships, community and relationships that lead to deeper appreciation of the people who author blogs and the people who comment on blogs. Seems to me that in some posts and off list email this has gotten lost. We are quick to point fingers. Quick to pronounce guilt. Quick to join the crowded, emotionally raw conversation.

We who profess to forge conversations have forgotten that there are People behind these funny websites called blogs. People with feelings and families and businesses that are dependent on their online presence.

In a recent interview with Jane Gevona, author Robert L. Dilenschneider, Power and Influence: The Rules Have Changed, reinforces the concept that it is technology that has made the world of influence and power flat.

We who write blogs, tape podcasts and film vlogs, no matter how many visitors, views, downloads or comments, are part of a new influential group. Our thoughts skip through a global community with the reach of a million rain drops or in this case a million tear drops. Frequently our ideas don't remain in cyberspace but are passed along in the 'real world' and even landing in main stream media.

This week too many people lost an innocence that may never be reclaimed. Like a home that that has been violated, doors that were never locked will be .. moderator filters will be turned on, comments and trackbacks turned off. Our conversations may not be as naked.

Is social media marketing a risk worth taking? I still say yes. Why? Because the old business world has changed. The doors have been thrown open. There is no going back.

A word of caution .. this is a messy world, but working together BBF (best blogger friends -thanks to Masiguy for the phrase) I believe can create a way of doing business .. and do it even better.

Max_and_tag_2 Perhaps we should take a cue from my Westie pup Max and his friend Tab the cat.
Or the Astro Divas ~ whose post seems to dovetail into this situation.

 

 

Astrology_15

business astrology for fun -
from The Astro Divas Paula Dare & Donna Page

Pluto turns Retrograde Sat. 3/31/07 – 9/8/07. Take this period of time to review your business. It maybe a very good time to let go of outdated modes of operation and habits that don’t serve their purpose anymore.

In addition Jupiter also turns Retrograde Thurs. 4/5/07. This ties in with your belief system. Do you still have faith and belief in yourself that you are accomplishing what you set out to do? Have you bitten off more than you can chew? If you’ve overextended yourself, you may feel overwhelmed. Take care of previous commitments before saying yes to anything else.

Mon. afternoon 4/2/07 the Full Moon falls in Libra ruling relationships. This is a good time to discover new ways of relating to one another. Try being nice to that irritating obnoxious co-worker. You know the old saying about how you get more from honey than vinegar. By being diplomatic you just may find the cooperation you desire.

This isn’t necessarily a good time to make final decisions but it’s a better time to experiment with many new ideas until you discover the one that suits your need the best.

Friday Fun: Little Miracles Make The Difference

12/22/2006

Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend 'playground' time to be sophisticated-silly. Or sometimes just plain silly.

Girlfriend, one of my most fav movies - holiday or not - is  Miracle on 34th Street. I even like the new updated version; but the film with Maureen Sullivan and Natalie Wood is still The Classic Christmas Flick - a little romance, a little conflict, Santa, children, imagination, hope for the future and simple miracles.  However, it is also one of the best lessons in customer service.

Favorite Miracle on 34th Street quote: Faith is believing when common sense tells you not to. Don't you see? It's not just Kris that's on trial, it's everything he stands for. It's kindness and joy and love and all the other intangibles.

Miracle on 34th Street offers a great lesson in customer service and in the philosophy of social media marketing.

Look Doris, someday you're going to find that your way of facing this realistic world just doesn't work. And when you do, don't overlook those lovely intangibles. You'll discover those are the only things that are worthwhile.

For your reading pleasure, here is a post I'd like to share with you from the 2004 Diva Marketing archives. Enjoy .. and happy holidays to you and yours!

Miracle_on_34th_street_1It was Christmas 1947. Before blogs, buzz marketing and building online community strategies.

The CEO of a major retail organization briefs the company's ad department. "No high pressuring and forcing the customer to take something he doesn't want. We'll be known as the helpful store. The friendly store. The store with a heart. The store that places public service ahead of profit. The plan sounds idiotic and impossible .. consequently, we'll make more profit than ever before."

With those words Macy's Department Store launched the most innovative sales program ever viewed...on the silver screen. It was a Miracle on 34th Street.   

Fast forward 59 years. The use of the internet is one of the most exciting sales and marketing strategies we've seen in the last 59 years. However, in this model there is no room for high-pressure sales techniques. The customer is in control of the sales experience. The customer is also in control of the marketing message.

Include a blog strategy to an internet marketing mix and yet another dimension is added. The company steps out from behind the shadows of traditional PR, customer service and research (all valid in their own right) and declares it's ready to listen and learn from prospects and customers .. on the their terms.

It's not afraid (ok. perhaps there are a few wobbles) to show the world that there might be a few warts. That's a giant step from old world marketing to open communication new world marketing.

The plan sounds idiotic and impossible .. consequently, we'll make more profit than ever before.

As the year 2007 approaches, high-tech developments spin even faster taking the possibilities of internet marketing into areas that were impossible in '47 or '57 or even '06.

Imagine a site that holds current inventory and pricing, allows for on-line financing and results in better, faster cheaper processing.

Imagine a site that allows for product customization.

Imagine a site where you can start a conversation with a real person about what matters to you regarding a product or service.

Imagine a site where you can talk to a real person who doesn't respond with an FAQ list.

Imagine a site where you can actually help change the direction of a product or service before it's even launched.

Imagine a company that doesn't close the door (or comment section) to you or your ideas.

The plan sounds idiotic and impossible .. consequently, we'll make more profit than ever before.

It's interesting to compare a 1940's film, where finding solutions to customers' problems was perceived as unique, to 2006 where finding solutions to customers' problems is considered ingenious.

The techniques may have changed. New buzz words may be added to the mix. Bells and whistles may be a little louder. However, after all is said and done, the premise remains the same:

  • Listen
  • Understand
  • Add value
  • Do what it takes to go the extra mile to delight your customer

The plan sounds idiotic and impossible .. consequently, we'll make more profit than ever before.

So Very Bloggy!

And with that I wish you and yours a very merry holiday season!

Sidebar: Based on an article written for Marketing News

Sidebar: Take a cue from Diva Marketing <wink> dusty off your classic posts .. with a little polish and  updating they will take on a fresh new read.

 

Astrology_15 business astrology for fun -
from The Astro Divas Paula Dare & Donna Page

MERRY CHRISTMAS, HAPPY HANUKKAH AND HAPPY KWANZAA

Take time to relax and have some fun after being harried from working and then shopping and decorating and wrapping packages and, on and on.

It maybe difficult to get anything accomplished this coming week after the Christmas Holiday and then preparing for New Years Eve festivities.

On Wed. Mercury enters Capricorn. The mind has a chance to settle down and focus on practical matters like “How on ea rth am I going to pay for all of those presents?” I wish everyone Many Blessings, Happiness and Joy this holiday season.

Sidebar: Special joyful wishes to my dear Astro Diva Bloggers friends Paula & Donna who have put a unique spin on Diva Marketing's Friday Fun.  Girlfriend, I ask you where else in the biz blogosphere can you find business astrology?

AstraZenca Gets Customer Trust

12/21/2006

Great print ad from AstraZenca. My favorite lines -  "We'll be the first to admit we don't have all the answers. But as a pharmaceutical company, we recognize that when you trust us to help you, we feel we owe you the same trust in return."

To me that implies mutual respect. After the last Diva Marketing post, it's nice to see that some marketers get that good marketing does not = customer manipulation.

Ad_astrazeneca_3_1

From the website AZandME.com - "This web site, AZ&Me, is our first step toward realizing our goal of creating a more personal, more positive healthcare experience. Are we there yet? Certainly not we've only just begun.

What we are wondering now is, where do we go from here?"

AstraZeneca, glad you asked. How about a step into social media with a blog or a podcast or two or how about a vlog that brings the static content to life?

Toss of a pinkPink_boa_18 boa to AstraZeneca for taking the first steps in understanding that the new world of marketing means building relationships with customers not jumping through trick hoops.

Sidebar: Let's take a from AstraZeneca. What can you do to let your customers know that you trust and respect them? So very bloggy!

Your Sunday School Teacher Was Wrong

11/01/2006

Andy Sernovitz from WOMMA sent me an email last week that included the new WOMMA Ethics 20 Questions.Ethics He did not ask me to blog about it. Okay, so we are now at full disclosure.

Ooops. He did provide his contact information if I wanted to talk with him including his cell number. Okay, so now we are full disclosure

Ooops. He also offered a press pass to the December event  - which I would take up if it didn't conflict with the class on management consulting I'm teaching at Emory University.  Okay so now we are at full disclosure. I hope.

This disclosure thing can get a bit tricky. Ethics can get a bit tricky too. We are living in a world comprised of shades of gray.  What is ethical to me may not be to you. Does that sound odd?  I tell attendees in my customer service workshops .. in business the Golden Rule does not apply.

Forget what you learned at Sunday School. "Do unto others as you would have them do unto you."  Does not work in business.

In business .. in marketing .. in customer service (which is a part of marketing!) it's not about what is good for ME but what is good for YOU .. the customer.

Sorry Dave and Doc the blog world that you created when Jeneane began playing in this space has changed. There are millions of people using blogs for millions of reasons. One of segment is business. That means customers. That means they  (customers) have the right to honest information. And isn't that what's it's all about at the core of blogging?

What does this have to do with WOMMA's Top 20 Qs or WOMMA's Code of Ethics, which by the way were written way before the latest blogosphere debacle?  Because the world is made up of shades of gray, creating ethics for an emerging industry is setting standards so we can play nicely together.

The WOMMA Ethics 20 Questions is the first draft of a series of questions to help marketers determine if a word of mouth campaign is aligned with WOMMA Ethics Code. It's it perfect? No. Is it a start to helping establish an emerging industry where many professional marketers question its crediblity? Yes.

In true bloggy style WOMMA is asking for your feedback. Take a look at the 20 Qs and add your comments. Deadline is November 9th. Final version will be published on November 20th.