Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Posts Tagged ‘bazaarvoice

Crowdsourcing, Hold The Anchovies

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Since returning from gun camp, I’ve been holed up here inside the AT&T Executive Conference Center in Austin, Texas, these past couple of days attending the Third Annual BazaarVoice Social Commerce Summit.

There’ve been a lot of buzzwords about the continued evolution of the social media, how consumers (particularly in the retail space, but also in B2B) are leveraging the opportunity to exude peer influence in a big way using tools like Twitter, Facebook, et al.

Me, I drank this Kool-Aid long ago, having gotten on the Cluetrain in the late 1990s.

But judging from the audience size, which has clearly grown from last year’s Summit — as has the BazaarVoice customer set — others are getting on the train and fast.

Which is a good thing.

The more the merrier, I say.

The faster we evolve towards a transparent marketing orientation around the globe, the faster consumers and business people everywhere can enjoy better products and services, and more open communication between themselves and their producers.

Of course, as BazaarVoice CEO Brett Hurt explained in his opening comments, the age of social media isn’t something we should be surprised by.

Ever since our friends the cavemen (the real ones, not the ones from Geico) stood around swapping stories in front of the campfire, word of mouth has ruled as the most ubiquitous and influential form of marketing.

The difference today is, word of mouth is now an archived medium. Everything you say can and will be recorded in perpetuity on Google and can and will be held against — or, as the case may be — for you or your brand.

Sam Decker, survivor of Dell Hell and now BazaarVoice chief marketing officer, related a story during his opening comments that better tells the tale.

Dominos Pizza (Full disclosure: I was once employed as a Dominos pizza maker and driver) recently underwent a brand transformation, one in which their pizza recipe was completely overhauled after being informed by social media input from its customer base.

After the recipe was overhauled based on that crowdsourced input, Dominos then put up a Twitter feed requesting unvarnished input from the crowd, good and bad, about their new pizza.

Overwhelmingly, folks seemed to agree the new pizza was much improved from the old, and in turn Dominos realized a stock boost of some 75% after the new recipe launched.

A coincidence?  You decide, but make sure you also watch Domino’s new and very open and transparent TV commercials, in which my former employer admitted as much that their old pizza recipe sucked.

I’ve not ordered one of the new Dominos pizza yet, but based on this new information, and the fact that the crowd helped vet the new pizza makings for Dominos, I can assure you I will.

But please, hold the anchovies.

Written by turbotodd

April 21, 2010 at 4:06 pm

The Subservient Marketer

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Greetings from snowy Utah.

I thought I’d head out here and get some skiing in before the masses arrived for the Christmas holidays.

Fortunately, I arrived just in time for old man winter to really kick into gear in the Wasatch mountains.

Deer Valley, where I skied yesterday, got about 17 inches of new white stuff in the prior 24 hours, and 17 in Alta (where I hope to be skiing today, weather permitting).

But no amount of snow has slowed the winter holiday shopping season, with comScore reporting that online holiday spending is approaching $20B, a steady 3 percent increase over this time last year.

But Tiger Woods won’t be receiving any gifts from consulting firm Accenture, which ended its six-year marketing relationship on Sunday.

According to a New York Times story, Accenture said in a statement that Woods was “no longer the best representative” for its advertising.

“Go on.  Be a Tiger.”  Just no longer do it on behalf of Accenture.

Interesting.  Just the other day in the Salt Lake City airport, I distinctly remember seeing a big ol’ ad for Accenture, featuring a picture of Tiger: “The road to high performance isn’t always paved,” said the tagline.

To which the obvious rejoinder is now: “Sometimes it runs straight into a fire hydrant.” (This courtesy of James Surowiecki’s fine column on Woods’ downfall in the December 21 & 28 edition of The New Yorker.)

So there is a price to be paid for all that philandering, after all.

While we wait for the next Tiger sponsorship  domino to fall, congrats go out to Crispin Porter & Bogusky for being named “Agency of the Decade by Ad Age.

That Subservient Chickenstill one of my all time faves, was the brainchild of Crispin on behalf of Burger King.

I paid a visit to the site this morning — give me a break, I’m on vacation…I have nothing better to do! — and instructed the Subservient Chicken to “Dance the Funky Chicken,” and Mr. Chicken got right to it.  And a fine dance it was.

But not all clients are so lucky to have a Crispin on their roster.

If your regular old boring interactive marketing hasn’t worked for you in 2009, it’s okay, help is on its way!

Here’s why: 2010 is the year that social media really takes root and has bottom-line impact on your business results.

Really.

Seriously.

I’m not kidding!

A new study from the CMO Club and BazaarVoice (who have a significantly vested interest in the blossoming of social media marketing, and whose technology IBM has been piloting) reveals that nearly two-thirds of chief marketing officers plan to increase social media budgets in the next year.

Spending?  On what?

I thought social media was free!  That’s what I keep hearing when I ask my executives for budget to do social media!

All kidding aside, the Online Media Daily article indicates that in 2010, CMOs expect social initiatives to directly impact their bottom lines, without exception.

The article goes on: As a result, the metrics they track for social campaigns will shift from Web-centric benchmarks like traffic, page views, and “fans,” to ones linked more directly to their overall business like conversions and average order value, along with sales.”

You know, kind of how they measure the full impact of their print and broadcast advertising initiatives today — you know, Mad Men style.

Ahem.

To wit, all I can say is, don’t throw the social media baby out with the bathwater.

Though the indisputable fact that the market is a conversation may not be enough to warrant your precious marketing dollars without a solid ROI, remember that that conversation can impact your business interests far and wide, and all without you ever having spent a dime.

Go on.  Just ask Tiger.

Written by turbotodd

December 14, 2009 at 4:13 pm

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