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The Marketing Edge, one of the longest running marketing and public relations podcasts.
Host Albert Maruggi weaves his 25 years of marketing and PR experience across business, technology and national public affairs in interviews with newsmakers, authors and business leaders.
Maruggi is a frequent speaker and conducts workshop sessions on new media. For more information or to discuss your business challenges and goals, e-mail him.
I know it’s early, but can you imagine a political convention without a known nominee going in? Hot damn, that’s the best reality TV that can be. So get this, the last convention that was somewhat in doubt was 32 years ago with Reagan and Ford, however most pundits say the last true brokered convention was 56 years ago. Let’s not quibble, the fact is this year both the Democratic and Republican conventions have a chance of being decided in real time. They resemble sporting events and not coronations.
They would be the first brokered convention with mini DV cameras, live blogging, Twitter, Utterz… yipes!
Obama, Clinton, Edwards for the Democrats and McCain, Romney neck and neck with one more heavy Giuliani still poised to win a couple of big states on the Republican side.
Look I just can’t get too excited thinking about it because the chances are still slim, but indulge me for just for a moment.
Delegates will become citizen journalists and spin doctors will all of a sudden wish they had a Twitter or Utterz account. (Twitter and Utterz training available here act now!).
Sure those folks are wired with text messages and crackberries, but they will need to reach out to people that may not be in their distribution lists. They may have to reach out to someone that was the opposition just 10 minutes earlier. They may want to try and drive web users to online polls or engage them to show which candidate can motivate outside the walls of the convention hall because that’s the ultimate victory. Eegadds!
Will journalists be plugged into twitter profiles for the candidates or the candidates’ spokespeople (that is a separate conversation whether to have surrogate profiles to float trial balloons)?
Yes social media friends, a brokered convention is one part crisis, two parts breaking news, and all of it adds up to an interesting scenario for microblogging platforms. Stay tuned.
Here is some background on the convention process and brokered conventions
The following is a conversation between Al Social and Darrin Marketer, their names have been changed to protect the innocent; they are both avid Twitter users with two very different perspectives on the platform. We invite you to interrupt them with your comments.
Al Social – Twitter has done so much to enrich my life.
Darrin Marketer – yeah me too
Al Social – This summer I kept in touch with the family while kayaking the Fjords of Norway, imagine that texting from my phone to post to a blog, website and mobile while in the water.
Darrin Marketer – Yeah, I saved 20% off a computer on Dell outlet
Darrin Marketer – it’s the greatest freakin’ opt-in Ad server on the planet, these people are agreeing to follow companies just to get essentially ads pushed at them. I’ve got plenty of clients using twitter to hawk their stuff and getting people to agree to get it.
Al Social – no dude, it’s not about ads it’s about idea exchange. You are just gaming the system. It’s all about the collective of people to advance change.
Darrin Marketer – yeah right, ok I got an idea, let’s get people to follow some company that pushes the latest super bargains for that week, what’s wrong with that? It’s all about me baby, all about me.
Al Social – No no, it’s a snapshot at people’s life is not a bazaar.
Darrin Marketer – that’s where you are wrong my friend, life is a bazaar, and everyone is trying to scrap a piece of turf, a piece of attention. Twitter is just another way to pull the spotlight over to you and there is nothing wrong with that. Oh and your boy Santa Cause, he’s helping promote business, so my friend you just proved my point.
Al Social - Well you are surely not being creative, you’re slapping an old model over a new way of connecting. That’s going to ruin it.
What do you think? Is twitter an opt-in ad server, a social hang out, or both?
Karen O’Brien, a partner with the Crimson Consulting Group constructs a new way for marketers to evaluate the customer landscape. O’Brien says the outdated description of acquiring customers is to acquire, retain and grow them. Web 2.0 technologies, social media and the abundance of conversations taking place on the Web about products and services have painted a new perspective of the market.
That perspective, according to O’Brien, is attract, engage and extend. Her work won the Marketing Thought Publishing contest sponsored by the Silicon Valley chapter of the American Marketing Association.
I agree with Karen — and with that change comes the uncomfortable reality for marketers, CEOs and sales people that they don’t have control of their brand, as was once thought. One can make the case that companies never controlled their brand. People talked about their negative and positive experiences just as much as they do now. The difference is the proverbial backyard fence is replaced the Web and today their opinions are received by more than the next door neighbor and Aunt Mildred. Nothing against Aunt Mildred.
In this podcast, we discuss the Forrester social media ladder and an excellent example of corporate blogging policy at Sun. O’Brien will be speaking at the Online Market World event at the Moscone Center in San Francisco on October 3.
Viral Envy: Many marketing people and CEOs suffer from this, usually after seeing a viral video or site that is forwarded to them from a friend. “Yikes! Thousands of hits with no media buy! Little production cost! Praise Web 2.0!”
Yes, it’s an envy of mine as well. But no longer. Here’s an interview with Andrew DiFiore of answerYES Interactive on the essentials of creating a viral campaign. Before you listen, check out the Japanese Supermodel interactive on the answeryes.com Web site. This will give you a better perspective of what a cool interactive, “viral” campaign is like.
For me, eavesdropping on other people’s conversations at a social gathering is helpful. Oh, sure, I pick up on the latest gossip, but I’m listening for what people use to start a conversation. So the conversation starts with something like, “Did you see the…” What is that thing that they want to share? Funny stuff is the easy one — it’s the old ice breaker, “Did you hear the one about…?”
Today, it could be a video of a great sports play…
…or a physical accomplishment, something out of the ordinary performed by someone who looks ordinary, like Paul Potts…
Viral isn’t just about being entertained — it can also be about being informed. Whether it’s about phone rates, mortgage rates, college choices or dope, the question is, will the viral share something that is unique or not common knowledge? Take a tour of the brain on weed.
Thomas Beakdel does a wonderful job on this page with examples and rules of thumb.
Have a good example of a viral campaign? Link away in the comments below.
As usual, every comment we get to the blog will result in a food item being donated to a local charity.
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