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This months b5 Business Channel theme is around the word ‘august’, meaning, according to dictionary.com
inspiring reverence or admiration; of supreme dignity or grandeur; majestic
However, you have to ask yourself how can a buzz campaign, a social media campaign ever be august, ever be a source of dignity. Especially if it is some weird, funny video or game that gets thrown into the mix. On the inspiring reverence or admiration, that is easier. Often along the lines of ‘why didn’t I think of that?’ So here’s a couple programmes that have inspired that feeling for me.
- Dell’s customer service turnaround. From Dell Hell to one of leaders in interacting with their community, dell turned it around by bringing in the great people (I’ve had a great conversation with Lionel Menchaca) and actually listening to their customers. Yes, they still get things wrong but they have changed things, spending over $150m per year to keep improving. Much of it has been done via the use of social media, such as blogging and reaching out
- Dove. Their Campaign for Real Beauty changed things for that category; their Dove Evolution video warn awards all over and showed the work that goes on in making a model, inspiring a wonderful parody of the Fat Slob. The change in attitude rolls out to other brands in the category and to other Unilever brands.
What are your favourites?
1749 days ago
[...] Rachel Clarke at Behind the Buzz: "Can conversational marketing be August?" [...]
See that is why you fit into that category! I’m also amazed at the hard work you put in continuously reaching out like this. I’ve tried to do this with companies and few are willing to put time and resources into it for the long term. Short term buzz is a different matter (it’s a different budget!)
Hi Rachel
Thanks for the perspective on “august” and how we fit in….wow! We find the conversations and learning from customers very helpful and every day a benefit to our business…its a two way street for sure.
1749 days ago
[...] Behind the Buzz, Rachel Clarke wonders if conversational marketing can be august: “You have to ask yourself how can a buzz campaign, a social media campaign ever be august, [...]