Behind the Buzz - digital and interactive advertising and marketing

Can Conversational Marketing be August?

by Rachel on August 2nd, 2007

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?

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POSTED IN: Buzz Marketing