Comments on: What’s The Role of Agencies? http://scalableintimacy.com/whats-the-role-of-agencies/ Branding in the age of social media. Sat, 17 Mar 2012 18:04:07 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Mike Troiano http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-6467 Mike Troiano Thu, 15 Jan 2009 23:21:00 +0000 http://scalableintimacy.com/?p=190#comment-6467 Testing Disqus plugin on the site... Hello? Tokyo? Testing Disqus plugin on the site… Hello? Tokyo?

]]> By: Tom Cunniff http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-24 Tom Cunniff Thu, 15 Jan 2009 21:06:51 +0000 http://scalableintimacy.com/?p=190#comment-24 Really nice, crisp analysis of the component pieces and opportunities for agencies. Early stage social media "Activation" typically falls into more of what I would call "Service Recovery" -- company X admits it fouled up and offers to make it right. This is smart customer service, but it would be a real stretch to call it marketing. It's worrisome that so many social media "experts" fail to grasp the distinction, but... I digress. "Activation" should be about quickly identifying unmet needs and product gaps and then acting on them. At its best social media can -- and should -- help drive innovation. To make activiation work, companies will need to create entirely new processes to separate the social media wheat from the weirdo chaff. Which unmet needs are significant enough to be genuine opportunities? And which are idiosyncratic complaints from a single vocal user? Developing these new processes will require buy-in from cross-functional (and cross-dysfunctional) teams. Maybe there's a new opportunity here for consulting firms too :-) Really nice, crisp analysis of the component pieces and opportunities for agencies.

Early stage social media “Activation” typically falls into more of what I would call “Service Recovery” — company X admits it fouled up and offers to make it right. This is smart customer service, but it would be a real stretch to call it marketing. It’s worrisome that so many social media “experts” fail to grasp the distinction, but… I digress.

“Activation” should be about quickly identifying unmet needs and product gaps and then acting on them. At its best social media can — and should — help drive innovation.

To make activiation work, companies will need to create entirely new processes to separate the social media wheat from the weirdo chaff.

Which unmet needs are significant enough to be genuine opportunities? And which are idiosyncratic complaints from a single vocal user?

Developing these new processes will require buy-in from cross-functional (and cross-dysfunctional) teams.

Maybe there’s a new opportunity here for consulting firms too :-)

]]> By: Tom Cunniff http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-6466 Tom Cunniff Thu, 15 Jan 2009 21:06:00 +0000 http://scalableintimacy.com/?p=190#comment-6466 Really nice, crisp analysis of the component pieces and opportunities for agencies. Early stage social media "Activation" typically falls into more of what I would call "Service Recovery" -- company X admits it fouled up and offers to make it right. This is smart customer service, but it would be a real stretch to call it marketing. It's worrisome that so many social media "experts" fail to grasp the distinction, but... I digress. "Activation" should be about quickly identifying unmet needs and product gaps and then acting on them. At its best social media can -- and should -- help drive innovation. To make activiation work, companies will need to create entirely new processes to separate the social media wheat from the weirdo chaff. Which unmet needs are significant enough to be genuine opportunities? And which are idiosyncratic complaints from a single vocal user? Developing these new processes will require buy-in from cross-functional (and cross-dysfunctional) teams. Maybe there's a new opportunity here for consulting firms too :-) Really nice, crisp analysis of the component pieces and opportunities for agencies.

Early stage social media “Activation” typically falls into more of what I would call “Service Recovery” — company X admits it fouled up and offers to make it right. This is smart customer service, but it would be a real stretch to call it marketing. It’s worrisome that so many social media “experts” fail to grasp the distinction, but… I digress.

“Activation” should be about quickly identifying unmet needs and product gaps and then acting on them. At its best social media can — and should — help drive innovation.

To make activiation work, companies will need to create entirely new processes to separate the social media wheat from the weirdo chaff.

Which unmet needs are significant enough to be genuine opportunities? And which are idiosyncratic complaints from a single vocal user?

Developing these new processes will require buy-in from cross-functional (and cross-dysfunctional) teams.

Maybe there’s a new opportunity here for consulting firms too :-)

]]> By: Todd Van Hoosear http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-23 Todd Van Hoosear Thu, 15 Jan 2009 19:45:57 +0000 http://scalableintimacy.com/?p=190#comment-23 Mike, Thanks for the great content. I'm really enjoying your blog! - Todd Mike,

Thanks for the great content. I’m really enjoying your blog!

- Todd

]]> By: vanhoosear http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-6465 vanhoosear Thu, 15 Jan 2009 19:45:00 +0000 http://scalableintimacy.com/?p=190#comment-6465 Mike, Thanks for the great content. I'm really enjoying your blog! - Todd Mike,

Thanks for the great content. I’m really enjoying your blog!

- Todd

]]> By: Mike Troiano http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-22 Mike Troiano Thu, 15 Jan 2009 19:08:35 +0000 http://scalableintimacy.com/?p=190#comment-22 Right, thanks. Right, thanks.

]]> By: Mike Troiano http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-6464 Mike Troiano Thu, 15 Jan 2009 19:08:00 +0000 http://scalableintimacy.com/?p=190#comment-6464 Right, thanks. Right, thanks.

]]> By: Michael Malaga http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-21 Michael Malaga Thu, 15 Jan 2009 17:39:55 +0000 http://scalableintimacy.com/?p=190#comment-21 I think the word you want is "laid" rather than "lain" - gotta get the copy right! I think the word you want is “laid” rather than “lain” – gotta get the copy right!

]]> By: Michael Malaga http://scalableintimacy.com/whats-the-role-of-agencies/comment-page-1/#comment-6463 Michael Malaga Thu, 15 Jan 2009 17:39:00 +0000 http://scalableintimacy.com/?p=190#comment-6463 I think the word you want is "laid" rather than "lain" - gotta get the copy right! I think the word you want is “laid” rather than “lain” – gotta get the copy right!

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