Bride 2.0

Although I read blogs for a living, the thought of consulting blogs and message boards to plan my wedding was far from my mind.  That is, until I read a post that referenced a wedding blog in passing.  Now my wedding includes lots of ideas I picked up from other bridal survivors.  One example is table numbers.  I never knew how creative you could get with labeling the tables.  Instead of large numbers or cardboard signs, we will be displaying notebooks at all of the tables.  Not only will the notebooks function as table numbers, but they will also provide guests with a place to record notes to the bride and groom (idea credited to oncewed.com).

This led me to contemplate where else social media would be valuable, and why this would be true.  I settled on: Any industry where a consumer would become emotionally involved.   At Cymfony, we have seen it time and time again, when there is something on the line, whether it be money, a new car, or the perfect tablescape, consumers turn to social media to give or get advice.  Additionally, as they become more prolific, blogs and message boards are gaining a more authoritative reputation.  These aren’t unintelligible rants, but thoughtful opinion.

What I get from bridal blogs that I don’t get from wedding magazines or official websites is advice without strings attached.  I know that when I click through to see how something is done I’m going to get a series of pictures taken in someone’s living room, not an online marketplace.  I have a trust in these women, I feel that they are only there to help me and are looking for nothing in return.  It’s almost like they are my cousin sharing a wedding planning notebook from her wedding last year.

                This changes the media – marketer – consumer landscape.  We are no longer a captive audience looking to follow the methods and ways as spelled out by the publishing house.  Just as banner ads have lost their efficacy in online marketing, so too have magazines and company websites when dealing with matters of emotional importance.

Posted by Kate Kurtin on June 26, 2009 at 04:12 PM | Permalink | Comments (1) | TrackBack

Notes from OMMA Social Panel: Authentic Conversations

I just finished a great discussion about how marketers can create authentic conversations in social media here at OMMA Social. Here are the highlights....

Alan Wolk, of the Toad Stool, made an interestesting analogy: "DM was to web 1.0 and PR is to Web 2.0".

Ro Choy of Rock You, addressed the common barrier that many companies are afraid of negative comments, "The more authentic, the less negative comments you get."

Michael Sanchez of CafeMom, responded to an audience question about the potential to "frack" your brand with dispersed, short comments and conversations across the spectrum of social media, saying, "Social media gives you more opportunities to get the communication right."

Craig Engler made a parallel comment as a result of his experience dealing with some criticism that popped up in social media when the SciFi Channel launched their new branding as SyFy: "When you explain what you are doing, people understand and often change their tune."

One of the questions we kicked around was "Why is being authentic so hard?" It occurred to me during the conversation that, as marketers, our first instinct is to focus on making the topic and message authentic for the brand image and personality. But this is only 1 of 3 dimensions of authenticity that need to be right:

  • Be genuine to the medium: social media's unique and compelling differences from other media are self expression and community. Any brand participation in social media must make space for these characteristics.

  • Get the voice right: corporate speak is definitely out. Having an individual like your CEO is great. Having people across your organization can be better. Just have a conversation and if you can't answer a question because you don't know the answer or for business/legal reasons you can't answer, just say that you can't answer the question.

Posted by Jim Nail on June 23, 2009 at 11:18 AM | Permalink | Comments (1) | TrackBack

On Travel: Lower Price vs. Higher Quality

Even in this economy, the cheaper option doesn’t always score high on preference measures.


Hi, I’m Cathy, an Analyst here at Cymfony.  I take the lead on technology clients, but with my marketing background in travel, I recently had the opportunity to work on a study for a travel client and came across an interesting angle on consumer sentiment towards price points. 

Anyone can tell you that consumers are becoming more price sensitive than ever in these economic times.  Across common goods and services, “budget” brands and wholesalers are gaining traction; “premium” brands are struggling.  In social media, positive sentiment is stronger for budget brands. “Value” is the most resonant discussion theme in message forums, indicating prioritization of cost over inherent product attributes.  

Does this mean all companies should work towards significantly lowering price points to compete in the marketplace?  The answer seems to be, “Not necessarily.  In social media, “premium” brands equated with high quality AND high price still trump “budget” brands when it comes to measures of consumer preference.  Looking closely at what people are saying, customers still strongly prefer a better product or a higher quality experience in spite of tough times compounding the price barrier.  While discussion suggest that the pragmatic mind gravitates to cost as a priority, many posts indicate that raw emotions crave goods and services of the highest quality.  Clearly, there is opportunity to tap emotions that are not “selling out” to cheaper alternatives.  

Consumers are price-watching across the board but have their eagle eyes on premium brands. Furthermore, conversations indicate that they are more keen on opening the wallet if they believe they are getting a sweet-ENED deal on a better product.  We see statements like “I’ve tried them.  It was more expensive but I had a good experience, so when there was a price drop, I immediately took advantage” or “I heard good things about them, so I’m just waiting for a discount.”  An itty bitty savings can potentially multiply desirability for a premium product (more so than a huge discount on a low end product) and push the consumer over the edge to close the sale. Savvy marketers believe this in their gut. Now social media analysis validates this belief in the voice of the consumer.

Posted by Cathy Buena on June 5, 2009 at 02:50 PM | Permalink | Comments (0) | TrackBack

'Bye, 'bye those big upfront buys...

Check out this hilarious video. Media and marketing industry veterans will especially appreciate this. (Warning: watch at home or close your office door: you'll be laughing so hard your co-workers will think you've gone over the edge!)

Posted by Jim Nail on June 4, 2009 at 02:20 PM | Permalink | Comments (3) | TrackBack