Updated: April 18, 2008 02:23 PM
Updated: April 18, 2008 02:23 PM
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AdRantsPosted by leah.jones
After almost two months in the me2revolution and maybe a dozen research projects, I've started to feel like a broken record. How many different ways can I say the same thing to my team? Every time they send me out to research a product or brand, I come back with the same answer.
People are talking about the brand and are doing these five things:
1. Asking for advice.
2. Reviewing products.
3. Showing off a new set-up.
4. Talking about an upgrade.
5. Building community.
I suppose 30 years ago, the researcher walked down a suburban cul-de-sac and came to the same conclusions. And a three hundred years ago, someone walked to the community well and came to the same conclusions.
People want to get advice, give advice, show off, talk and build community. The forum might change and the product might change, but moving forward this list of five things will serve as the backbone to my research.
On this backbone, I will try to fill in new blanks. What advice are they seeking? What reviews are they giving? Where are the communities forming? Who are the movers and shakers?
It is a simple list, a basic list, but a major "Ah ha" for me. By recognizing it and calling it out, I hope to take a leap in my own research.
So tell me...
What is your research backbone? What was your last "ah ha" moment?
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posted by leah.jones
Posted by Phil.Gomes
I know I'm a bit late in acknowledging this, but I was thinking a lot about the topic of online identity this weekend and was moved to point out the Cook/Young Anti-Astroturfing campaign.
Folks around here seem to view me as our internal Emily Post of online behavior. In fact, few things irritate me more than astroturf, professionally speaking. So, with that said, I hope you don't think I'm overstating the matter when I say that PR's relevance (and lifespan) is only as solid as the attention paid to the astroturfing problem.
"People are making this too hard," WOMMA president Andy Sernovitz said in an early episode of earSHOT. I tend to agree. The WOMMA code of ethics lays it out country-simple.
Someone ought to tell Samuel L. Jackson, though. From ContactMusic:
The screen star often goes incognito in the online community to find out what fans really think about him. He says, "I remember one day I was having a conversation with this guy and he was saying, well (Jackson's) not that great, he's done a couple of films that were okay. "And I was like, 'what would those be'? He named a few films and I started naming some more films I thought I was good in. And he was going, 'Maybe you're right, maybe you're right'."Technorati Tags: pr, public relations, marketing, astroturf
posted by Phil.Gomes
Posted by leah.jones
Okay, okay, I admit it. I'm not a first adopter or a trendsetter. While I have a pretty high awareness of what is coming out or going on, I don't have user profiles 18,438 different sites.
This week I learned about a few new things, though, that are pushing me to make a few new user profiles.
Omgili.com has a new social searching tool called PowWow. It is connecting users with similar searches and allowing you to ask questions of other users. I discovered it earlier this week and when I have a really good question, I intend to ask away.
Through obsessive stats checking on one of my blogs, we discovered (or was discovered by) Stumble Upon. It is web-surfing for lazy people like me. Added to the toolbar, just click on the Stumble button and you go to a random website. Give it a thumbs up or thumbs down and stumble to the next. You set the topics you like to stumble upon--I set mine to writing and satire for starters.
LastFM isn't new, but it new to me. It is a social music site where users share playlists and is powered by the AudioScrobbler team. Is anyone out there using it? I'm just in taking the tour today, but it could be my entry into the magical world on mp3s.
The last site that piqued my interest this week it NOTCOT.org. First you probably need to know, that in college my favorite view was of a bulletin board. My favorite bulletin board was at the UIUC in the quad. A gigantic cement block covered in flyers. NOTCOT is that cement block only more beautiful. Self-described as a telephone pole, I think it is a wonderful, visually appealing site to visit for a mini-vacation.
What sites did you discover this week? Who has gone social? Who is making you get a new user profile?
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posted by leah.jones
Posted by leah.jones
Perhaps one of the most important lessons I brought home from Blogher06 was that sometimes you have to turn the computer off. If you don't live a life, what on earth will you blog about?
Lucky for me, Edelman encourages unplugging. Here it is called Living in Color. This weekend I have a few plans--first and foremost is getting together with girlfriends to make art. Not digital art, but collages.
And I'll probably sit at a coffee shop without my laptop and study for my Hebrew lessons. Maybe I'll read a paper copy of the New York Times. Or I'll watch the crowds going to Lollapalooza. Or sit on the beach and watch kids make sandcastles. Or, or, or...
As your week winds to a close, what will you do that doesn't involve a computer?
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posted by leah.jones
Posted by joe.streng
Recently, Whole Foods has been receiving flak from Michael Pollan, a well-known author and blogger who has accused the chain of being disingenuous in its claims of selling produce from local organic farmers. The story reached the San Francisco Chronicle last week and there are a couple of things worth pointing out here.
First, the Whole Foods CEO has his own blog and invites and open and honest dialogue with customers, industry folks and whoever else is passionate about food. Bloggers like Seth Godin are correct when they say not every company's CEO should jump on the blogging bandwagon. But this one is a good example of transparency and engaging in online conversation, even with people who may be strongly critical of your operation.
More importantly, the CEO actually used his blog to announce significant changes in Whole Foods’ policy to address the concerns raised by the public. If you check the Whole Foods Press Room, there is no formal release announcing the company’s changes. They are all outlined specifically in the CEO’s blog post. Steve Rubel has asked whether this new medium will one day change the way we share our clients’ news with the media and general public. Here’s a great example of where we may be headed.
Finally, even though Whole Foods gets high marks for changing its policies and engaging in the online conversation, Pollan notes that making the announcement on a CEO’s blog is also a clever marketing ploy. "Doing it this way gave the whole effort a lot more credibility in the eyes of the sustainable food movement," he said. The admission is a nod to Whole Foods, but it also sends a subtle signal that bloggers may feel the medium is being co-opted by shrewd corporations. Something to keep in mind when we’re recommending this strategy to our clients.
Even if you don’t care about blogging, the story provides some fascinating insights into the organic food movement and the difficulties a growing company can have in staying true to its original mission.
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posted by joe.streng
TalkShop is a blog about word-of-mouth and the Me2 Revolution, published by Edelman and hosted by Phil Gomes, the company's Senior Counsel, Online Communications. This blog pulls in thoughts and opinions from members of the worldwide Edelman network.
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