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- Speed of Twitter: Motrin Moms Raise the Stakes for CGM SpreadNovember 21
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(Republished from Tell 3000 blog). A fascinating case study is unfolding online regarding a Motrin video and TV commercial triggered a viral backlash among the segment I refer to in Satisfied Customers Tell Three Friends, Angry Customers Tell 3000, as "Power Moms." Recall:
"Power Moms, who often balance their careers with parenting, have little free time and therefore have no choice but to connect and communication in the most efficient way possible. Bound by a sense of community and responsibility, Power Moms will go out of their way to tell fellow parents and other consumers about their opinions on or experiences with products or companies -- particularly those, like cold medicines or diapers or minivans, that have to do with the health and safety of their families."
In this case, the platform of choice for the Power Moms is Twitter, and this puts the controversy on hyper-drive. Like it or not, Twitter has dramatically accelerated the delivery time of "feedback moments." This particular issue moved so fast that a nine-minute Twitter-montage has already been posted to the YouTube documenting negative reactions to the ad campaign.
- Ad-Tech "Master Class" Panel: If You Had $5 to Spend Online?November 17
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Earlier this week at Ad-Tech NY I moderated a "master class" session on "Building Brands Online" which included the NY Times,
Kraft, Intuit, Zappos.com, and 1800Flowers.com, My core question for the panel was very simple, and quite pertinent to this
market environment. If your goal is to sell management on the value of
investing online, and you only had $5 to spend, where would you start! The
answers were telling, and provide critical context to how we think about framing
our value proposition – across all Nielsen Online products. Richard Cacciato, who blogged for Ad-Tech, offers an excellent summary of the panel, and here are a few of my topline notes. - Andy Markowitz, leader of digital efforts at Kraft, suggested he’s take a step back before tossing money at marketing tactics (e.g. online advertising, social media), and would invest the money in nailing key consumer insights around online behav
- What's Said in Vegas at WOMMA Confab Will Definitely Leave Vegas!November 11
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Off to the Word-of-Mouth Marketing Association (WOMMA) Summit in Las Vegas starting tomorrow. If you are there, look for me and we'll catch up. I'm delivering a keynote on Friday. The agenda looks fabulous, and I'm proud to be associated with this group! More information on the conference here. - Taking a Competitive Bite Out of the Customer Satisfaction AppleNovember 11
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I really like this ad that just showed up on the front page of the New York Times this morning. An excellent play on customer satisfacton, and a nice tie-in with a long-standing Apple Ad campaign. I also like to refer to this as CFM, or Consumer-Fortified Media, as its paid media that's typically reinforced by consumer comments, reviews, blog entries, and the like. - Election Day: As the Blogs See It!November 4
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Overall Election Buzz Swings: Here's the general breakout of blog conversations as they pertain to today's election. Note the swings over time between Barack Obama and John McCain. Another good indicator to check out is the number of times bloggers (including media bloggers) have explicitly linked to the candidates' websites since November 2nd. Here are the links for for Obama and McCain.
"I Voted" - More Persuasive than "Please Vote"? What's unique so far about this election versus the last one is the degree to which folks have already voted, and are saying so explicitly online -- e.g. "I Voted" -- even with greater velocity than terms like
