JWT Boom, a division of the leading communications and marketing firm JWT, which is focused on helping brands market and communicate with the Boomer demographic. Under one roof they have collected the industries leading experts on marketing to this market. Every year for the last 7 years they have put on an event entitled LiveWire. I am speaking on a panel today from 1:30 to 3:00 about social media and Boomer participation. Plan to leverage some of Forrester Social Technographics data. I will get up a separate post on that later today.

The 1st session I am catching this morning is led by Joe Pine, author and co-founder of Strategic Horizons, who is speaking about “Rendering Authenticity in Boomer Marketing”. Joe mainly talks about the changes and challenges that many companies face when rendering authenticity in relation to the consumer experience. He shares two rules to live by: if you are authentic you don’t have to say your’re authentic & if you say you’re authentic you better be authentic.

Additionally, he points out some genres of authenticity: Natural, Original, Exceptional, Referential & Influential. Joe sited some interesting examples of each of these. I enjoyed his references to 3 word authenticity examples: Free Range Chicken, Fair Trade Coffee, and Conflict Free Diamond - you know that marketers have keyed in on something when they start to key on the 3 word statements.

Some additional points that impact brands: Heritage = Origin and History, Place = Venue + Event, more and more brands need to initiate “Placemaking” like what Apple has done with it’s stores - it’s an experience not just a retail store. Second great reference was ING entrance into the NY, Phillie, and Chicago. Third example is the American Girl Place — average time in store is 4 hours…and major bill when you leave.

Joe rounds out his presentation with thoughts around costs for execution and ROI for measurement and effectiveness.

Great presentation with lots of on stage props and examples.

Blake Cahill

Visible Technologies

Attending, speaking, and exhibiting at WOMMA-U in Miami yesterday and today. This morning was kicked off by Bob Pearson from Dell, VP of Conversations and Communications (note the title!). He opens with stats about the grow of the internet and consumption of online content and its continued assent. Then some learnings about content created in other languages. Only 1/3 of total internet content is in English. Dell is focused on listening and communicating in customers’ 1st language - guess what - that’s what customers like - imagine! Also, there is need to recognize that communities are like countries - i.e Facebook, My Space, Twitter.
Great quote from Bob - “Leaders will enter and become relevant in conversations that occur everyday everywhere all over the world about your company or product”. The question for marketers that Bob presents is - Are you or your brand present in the places that consumers are researching and having conversations?

Key Learnings/Actions from Dell:

- Engage in relevant conversations with our customers online 24/7 worldwide in all major languages

- Blogging is global..blogging is multi-lingual..blogging is a community of passion

- Join the conversation

- Would you rather do a focus group of 10 people or listen to 100,000 people debate ideas?

- Start with Listening

- Customers are partners

- Communities are more powerful than individuals.  Communities want to help each other improve.

- Online experience at work should be similar to online experience at home

- Join your customers communities

Dell has actually recognized revenue via Twitter - $500K thus far by offering discounts/specials via Twitter. One of the first revenue conversion stats I have heard about Twitter from a large company.

Great job Bob! We are honored to be but a small part of enabling Dell’s monitoring and outreach in social media.

Blake Cahill

Visible Technologies  

This is such bad customer service that the email alone speaks for itself. So much for trying to introduce my son to Major League Soccer. Pay particular attention to the highlighted sections.

IMPORTANT ADVISORY: JUNE 8TH NEW ENGLAND REVOLUTION GAME RESCHEDULED!

Please be advised the New England Revolution vs. FC Dallas game originally scheduled for Sunday, June 8th @ 3:00 pm has been rescheduled. We are pleased to announce that Brazil, winners of 5 World Cups and currently the #2 ranked team in the world, are returning to Gillette Stadium on Friday, June 6^th. As part of a special doubleheader, the New England Revolution face F.C Dallas at 6:30 PM, followed by Brazil vs. Venezuela at 8:30 PM.

Ticket prices for this game have significantly increased as this is now part of an international doubleheader, and we do not have the option to simply allow you to remain in your specific seats. As New England Revolution customers we are keen to ensure you get the best possible resolution to this issue and we have worked closely with Ticketmaster to devise the following solution.

Ticketmaster are going to refund your ticket price and service charges for your June 8th purchase. Your Order processing fee however will not be refunded. Please note that this refund will not show up on your statement for a couple of days, but you will be refunded. If you have any questions regarding your Ticketmaster refund, please call 617-931-2222.

If you are still interested in attending this game and would like to purchase new tickets, please call us on 1-877-GET REVS. Tickets go on sale to the general public tomorrow morning, Friday May 9th @ 10:00 am. However if you wish to call us today, we will be happy to help you secure tickets for this doubleheader. If you have any questions, please feel free to call us on 1-877-GET REVS.

We won’t be calling them back for new seats. Clearly, neither the Revolution or Ticketmaster understand the implications of treating customers with such disregard, especially at a time when the team is trying to appeal to new fans.

I am not sure how this one slipped by me late last week but thought I would share the update from the IPA in the UK. Effective on the 26 of May 2008 certain activities will become a criminal offense when the Consumer Protection from Unfair Trading Regulations becomes effective.

Seeding positive messages about a brand in a blog without making it clear that the message has been created by, or on behalf of, the brand will be an offense. Using “buzz marketing” specialists to communicate with potential customers in social situations without disclosing that they are acting as brand ambassadors will be an offense.

Seeding viral ads on the internet in a manner to suggest you are an ordinary member of the public will also be an offense. Legal Director at the Institute of Practitioners in Advertising (IPA) Marina Palomba warned agencies and marketing departments that not assessing their activities could lead to hefty fines and potential prison sentences. She said, “If advertisers and their agencies ignore the ethics of responsible advertising, the damage to the advertising and marketing industry generally will be considerable, undermining all commercial messages, their effectiveness and the self regulatory systems.”

This is one of the foundational elements and principles of the Word-of-Mouth Marketing Association based in Chicago with affiliates in the UK and my company. Marketers globally are continuing to understand and embrace transparent conversations with consumers - it is the only way to have dialogue otherwise governments will begin to regulate as we are seeing happen in the UK.

Blake Cahill

Visible Technologies

Charlene Li and Josh Bernoff, of Forrester and Groundswell fame, are conducting a session about the groundswell that is affecting brands and companies. The four step approach to the groundswell for companies and brands is to think in term of the following acronym “POST” (People, Objective, Strategy, and Technology). To tap into the groundswell there are a couple of groups that can benefit from leveraging social media such as: Researchers for “Listening”, Marketing for “Talking”, Sales for “Energizing”, and Support for “Supporting”. Their is a big need for brands and companies to develop two-way conversations/dialogue with customers in order to fully leverage the value with social media.

A variety of examples about social media engagement/viral video like the tried and true “blending i-phone”, but a great new example of how Ernst & Young is engaging to aid recruitment strategies and P&G are approaching things very differently to engage with consumers. Charlene’s examples were to highlight the new ways of talking and engaging with customers via social media. Josh is up now and is covering the “Energizing” portion of the session. Examples highlighted Friskers and Brides.com. And a great overview of Dell and Lionel Menchaca’s team, who we are proud to support with our TruCast technology. The punchline is listen, learn, get started, don’t try to boil the ocean, focus, pilot, engaged and then replicate.

Blake Cahill

Visible Technologies