Cover of Listen
Seen But Not Heard; When Is It Appropriate for Brands to Simply Listen?
Cory Treffiletti, President/ Managing Director, Catalyst:SF
Shane Ginsberg, Executive Director, Global Business Development, Organic
Gary Goldhammer, Senior Vice President & Director, Client Services West, Edelman Digital
Martin Green, COO, meebo
Matt Sanchez, CEO, VideoEgg
Rich Ullman, SVP of Marketing, Ripple6
I missed the first bit of this as I got back into blogging mode following some post-panel chatter.
A panelists asked if listening is a must, and everyone generally agreed.
Martin: Brands want to know what specific demos are doing, not just generic.
Matt: There are a lot of ways to listen. With video, I'm looking at the consumption curve of what video looks like. [My take: YouTube Insights has the best platform out there for this that's free for content producers.]
Cory Treffiletti / Catalyst:SF
via CrunchBase: What do you do with info once you hear people talking about you.
Martin: If I'm on Meebo and IMing my friend I don't want to find out a brand's hovering over my shoulder. But I don't mind if it's aggregated and not an invasion of privacy. In an intimate, semi-open blog, I don't want a brand there. It's contextual.
Rich: If a brand wants to have a conversation with me, it goes from the realm of eavesdropping to people inviting the brand in.
Shane: P&G has a place for people connected with feminine hygeine products to talk. When is it appropriate? [My take: P&G did a good job expanding this to make it more about female-specific issues and concerns rather than the products. But it's still a valid question.]
Martin: One thing we've found is that our users love to answer polls. Brands can take part in these, and then share the answers back with the group while learning the answers.
Gary: With P&G, I hope if I'm a young woman it's someone like me and not some marketing person I'm engaging with.
Cory: It sounds like it's good for brands to participate in social media. What harm can come to brands?
Shane: Dell got in trouble for not listening.
Matt: Brands can create a community and set the wrong expectations for it.
Martin: It's inappropriate if there are privacy issues. There also has to be a distinction between marketing and advertising.
Rich: The worst thing? You say you're going to participate in the conversation and then all of a sudden you stop. That can be a bad thing because people will say you're not listening anymore. Also… For a community of 13 year old girls, you put in someone who understands 13 year old girls
Gary: For something for an auto show, we had a real auto enthusiast run it. For the next week then, the guy didn't do anything. The comments in the days after – people got pissed off. The reaction was that he was just there to sell cars. Really, he just went on vacation for a week. We didn't set expectations first.
Shane: That's a structural problem with with social media. I call it the social media magpie effect, running from one platform to another.
Cory: A lot of people seem to look at social media as reactive. You're talking about it as being there for the long haul.
Shane: You have to be careful with expectations going into it.
Q from Perry Hewitt @perryhewitt: When should brands listen in certain white-label communities vs. the whole web?
Rich: White-label communities are affinity based created around brands or ideas. The stuff I care about on the internet is a small bit but it's huge to me. The more you narrow it down, the more manageable it's going to be.
Matt: With the white label network, you also factor in the effort to narrow it down and manage that.
Selected tweets from during the session:
perryhewitt: Worst thing a brand can do online is to engage then stop. Didn't @peterkim have a gr8 analogy of 1-night-stands vs relationships?#ommasocial
tylerwillis: @ommasocial "The messenger is just as important as the message in social media — people relate to similar people."
ysnjen: #OMMAsocial: Cory Treffiletti is a fantastic moderator. Saw him at my first OMMA and this is my 4th or 5th conf now.
dspark: #OMMASocial. @julieannalittle If women discuss their cycle on PG.com, do they all start getting in sync?
convagency: "Do brands really want to hear all the conversations surrounding them? " Goldhammer from Edelman. I would argue they should. #ommasocial
perryhewitt: Brands need to differentiate when listening between the "what" and the "so what". What's baseline, and what's actionable? #ommasocial