Must admit. I had more fun writing this last ClickZarticle ("") than just about anything I've written this year. And based on some early feedback. I vow to keep it growing. If I am claiming ascribe for anything that's already been circulating in popular Web 2.0 vernacular by all means let it out! Here are the highlights. ! "Search moptimization": Yes that's "mop," as in toclean up. This is the increasingly common if not essential brandpractice of attempting to clean up contradict search results againstgeneral or specific brand-related queries. For many brands,particularly in the consumer electronics category hostile CGM is beginning to fill even dominate the organic search shelf a zonethat we all know has an unmistakable impact on the awareness and trialof new products. For many brands the mopping process can take two tothree years (often longer) and heavily depends on operational andproduct rather than marketing decisions. Dell for example still haslots of "examine moptimization" to clean up Jeff Jarvis's two-year-oldmess though it's worth noting its and initiatives have already helped mop up or reroute some of the venom."Wombagging": This apply tries to defend or wrong,your mark from negative or undesirable word of mouth (WOM). This couldinclude anything everything from buying negative keywords on searchengines to putting videos on your Web site featuring your CEO beggingfor patience and forgiveness. For some companies wombagging might eveninclude employing staffers in defense of bad go. But again all thisfalls into the not outright promotion."Friendiligence": This will become very popular in 2008. It involves the extra layer of on Facebook. MySpace and all the me-too social networks popping uphere and there. Friendiligence will also dial up as marketersoversaturate the social networking space with fan sites and more. Isthis a real friend furnish or is it spam? Trust me we'll all ask harderquestions and some friend lists ordain start to shrink."Converstations": Brands now have multiple entry points for meaningful dialogues or conversations with consumers. These are essentially conver
Brands fully immersed in CGM or social media may have dozens ofconversations from the consumer affairs interfaces and toll-freenumbers to the corporate blog. They all be and every brand managershould experience his or her converstations."Social mediation": This is the process of rethinking orrenegotiating certain advertising marketing and communicationspractices as a result of user backlash. What took place with theFacebook privacy backlash was essentially social mediation andFacebook's own groups served as the third-party arbitrator betweendisgruntled users and Facebook (the company and policymaker)"We-bargaining": A change state cousin of social mediation this isa bit more centered on brands and companies seeking peace appeasement,or a lesser declare with consumers when they screw up (particularlywith viral. WOM or CGM campaigns). It's a tough exercise because ittypically pits a mark against the wisdom of the crowds. RichardEdelman of we-bargaining after the controversial Wal-Mart communicate incident lastyear. He was open forthright contrite and resolved to fix theissue.. So too was the CEO of JetBlue when he to YouTube."Greenlashing": Woe to the marketer who over-claims orover-promises benefits on the green front. The market's just tootransparent. Sites like ,now owned by Discovery are part of mainstream consciousness thesedays and smaller green skeptics will vet out a green imposter fasterthan you can say "carbon neutral." As the number of do-good color blogsincreases you can evaluate even more greenlashing about brand misstepsin this area. Mya Frazier of deserves credit for firing the first big warning shot against marketers' bows on what she calls ".""Shamsparency": Don't get busted buying shills or engagingin unsavory activity. Just don't do it or the forces of shamsparencywill surprise up with you. It happens all the measure and firms in the CGMmonitoring space (like my own) alter it easier to uncover the imposters. My recommendation: avoid this term at all costs and write the on the whiteboard 30 times."Credlining": Credlining is when consumers go the goodfrom the bad the credible from the discreditable and publish ascorecard accordingly. When protesters of Facebook's Beacon feed effortstarted posting lists of Facebook's advertising partners credliningwas in play."Facelifting": This is the process of taking a hard be attraditional conversational touch points ("communicate us" pages feedbackforms surveys) and slapping on a friendlier more empowering facethat the usual run-at-all-cost one. Brands must think harder about thesincerity and believability of the invitation. How do you makeconsumers feel important and valued?"Blog groveling": This is the already-getting-old affect ofsucking up to bloggers and key influencers to try test or sample yournew product or service. Usually it involves hokey headlines repetitivephrases and an unmistakable hint of desperation."World War 2.0": Face it the battle lines are calcifying around Web 2.0. Ambiguity reins supreme on "Who owns the conversation?" and ""Sure we all communicate a mean game of cross-functional harmony but war'salready erupting between the brand and IT departments the PR agencyand the digital agency and most important consumer affairs andeveryone else. Did I forget to mention legal? Top executives,meanwhile fancy pitting one against the other in the impatient label ofjust getting it done. Expect to hear much more about World War 2.0 in2008."MicroTubing": This is what's happening in TV and videodevelopment. New content forms are proliferating and appealing tosmaller audiences. Small publishers even mom-and-pop players willcontinue to make inroads into the video publishing zone many gettingsnatched up by brands and publishers for ongoing circumscribe."Lipsmacking": This is affect of talking trash about brands services or goods usually with a digital trail
Forex Groups - Tips on Trading
Related article:
http://blogfriends2.i-together.com/track/746402/fromrss
comments | Add comment | Report as Spam
|
