Posts Tagged ‘Adaptation Marketing’
My Perspective. The New Rules of Relationship Management.
März 7th, 2010 • Comments Allgemein
Tags: Adaptation Marketing, Altimeter, Brands, Business, Monitoring, Reports, Social, Social Business Design, Social CRM, Social Influence Marketing, Strategy, Tools, World
Altimeter Group has just published its new report entitled ‘Social CRM. The New Rules of Relationship Management.’ It assumes that companies are simply overwhelmed with social interactions. They need tools, but they need tools to deliver on certain, clearly defined objectives. This report tries to give an overview on the tech-related maturity of SCRM tools and their relation to company objectives. Most of you will find it f*****ing boring. I don’t. 
About half a year ago I posted an article entitled ‘Social CRM. Ready for action?‘. I tried to give a rough overview on the relevance of a new approach to brand-customer-relations in an era shaped by interactions among users via social software.
Of course I am not the first one to reflect the outcome of a world gone social for CRM. People like Esteban Kolsky (read his articles ‘The Roadmap to SCRM‘), Wim Rampen, and a few more CRM guys try to define the role of SCRM for today’s marketing. And now there is a new report by Altimeter’s notorious Jeremiah Owyang and Ray Wang – Social CRM: The New Rules of Relationship Management.
What’s it SCRM?
Social CRM extends the classic definition of Customer Relationship Management. According to Paul Greenberg…
CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.
SCRM accepts the fact that there are millions of people virtually interacting . They are chatting about your brand, recommending your sneakers, or rate your restaurant online. This is where SCRM starts off…
adidas. Preparing the Social Push for NBA All–Star Weekend.
Februar 5th, 2010 • Comments Brands, Experimental, Social
Tags: 180, Adaptation Marketing, adidas, Agencies, Brands, Cool, Creativity, Dwight Howard, Experimental, Ideas, Riot, Sharing, Social Influence Marketing, Strategy, TBWA, Tools, We like
For about three years I worked on various adidas accounts here at my employer, Neue Digitale / Razorfish. That’s why I’m pretty interested to watch what the brand is up to when it comes to new digital (mainly social) concepts. In fact, the days of big digital presentations are over are getting reinterpreted at adidas HQ, Amsterdam.
On NBA’s All-Star Weekend Orlando Magic Center Dwight Howard takes the lead in a push by 180/TBWA Riot and adidas to socialize….umm…..big shiny ad productions. They will air a 30-second spot starring the basketball god which unlocks more Howard-related content the more it is shared. Additionally it will be intertwined with the website and a Youtube channel.
Technographics. Forrester’s Ladder just got a new Rung.
Januar 19th, 2010 • Comments Reports, Social, Social Business, Strategy
Tags: Adaptation Marketing, Conversationalist, Diagram, Forrester, Groundswell, Model, Social Influence Marketing, Social Networks, Strategy, Technographics, Tool, Tools, Twitter
In 2007 Forrester’s Charlene Li and Josh Bernoff introduced the world to the Groundswell model. It has become something like a standard (if there is one) in Social strategies, summarizing data-based strategies for companies that want to harness the power of social technologies. One key aspect of it was the Social Technographics Ladder that profiled users from all over the world according to their level of tech-savvyness in the social realm (plus, they offer a handy online tool too).
No doubt, the Technographics Ladder was a great first model to profile overlapping customer groups and their ability to move in the social space. And – what I liked most about it – Forrester fed it with up-to-date data to turn it into a valuable model for marketers. Nevertheless there were too few rungs on the ladder. We understood that there are Inactives, Spectators, Joiners, Critics and Creators…but something was missing.
Slightware. The difference between a campaign and a conversation.
Dezember 22nd, 2009 • Comments Brands, Social, Strategy
Tags: Adaptation Marketing, Agencies, Brands, Campaign, Conversation, Diagram, Social Business Design, Social Influence Marketing, Trends, visual, World
Kenneth J. Weiss’ book Slightware is a book on the challenges brands face in nowaday’s complex marketing realities. Reader praise the book as a great compendium about today’s marketing. Plus it comes with quite a bunch of great pictures info visualizations. I found this one particularly interesting: Campaigns vs Conversations. No, it is not completely new. But it summarizes a couple of key properties in one visualization. Info visualizations – a great way to promote your blog, book or whatever since 1853. 
Adaptive Marketing. How not to go the Dodo way, Part 2.
Dezember 9th, 2009 • Comments Business, Intelligence, Reports, Social Business, Strategy
Tags: Adaptation Marketing, Business, Forrester, Future, Ideas, Reports, Social Business Design, Social Influence Marketing, speed, Strategy, Trends, World
I did write about the concept of Adaptation Marketing two weeks ago. I admit, it’s another buzz word in the digital/social realm. But it’s a meaningful idea for what brand management might be like in the near future. A model which enables brands to deal with the social sphere without necessarily focusing too much on Facebook, Twitter & Co. A thoughtstarter for rather traditional as well as new marketers alike.
Adaptation is a term from Darwin’s evolution theory. Wikipedia knows that “when the habitat changes, three main things may happen to a resident population: habitat tracking, genetic change or extinction. In fact, all three things may occur in sequence. Of these three effects, only genetic change brings about adaptation.”
The life of the last Dodo ended in the 17th century. His habitat changed drastically when men appeared. An unwelcome surprise for Dodos as for brands who also struggle with real people who behave different than what they are used to. They talk and they walk and they don’t necessarily care for Dodos and brands. We, marketers or advertisers may like it or not – but things in our habitat change. Quickly. And two key aspects of it are feedback and real time.
How social will we have to be?
The Dodo formula is simple: Humans arrive = Problem. Brands know this problem since the social web startet going mainstream. Some of them adapt quickly. But most of them behave like rabbits in the headlight. Caught between a rock and hard place, the challenges seem to leave no other way than to use it or lose it, Facebook Fan Page or nothing at all.
I think there is a third way.
Time. Much more than the Present.
November 15th, 2009 • Comments Strategy
Tags: Adaptation Marketing, Agencies, Bud Caddell, Business, Cool, Creativity, Fast, Future, Philosophy, Prediction, Presentation, Strategy, Time, Trends, Undercurrent, World
Bud CaddelI is a strategist the awesomest strategist ever at Undercurrent NYC and I read his blog for quite some time. This deck by Bud is about time. Basically about the question how we design experiences around how humans perceive time. I am not quite sure if you gave an answer to this question, Bud, but I love the way you tell your story (especially the Austronaut Allen part). By the way, I found this deck on Griffin Farley’s blog which I hereby recommend to my readers as well.
Adaptation Marketing. Miracle Whip on the fast lane.
November 13th, 2009 • Comments Ads, Brands, Experimental, Ideas, Media, We like
Tags: Adaptation Marketing, Brands, Colbert, Cool, Creativity, Experimental, Fast, Funny, Ideas, Media, Miracle Whip, Real time, We like
About a week ago I reviewed Forrester’s concept of Adaptive Marketing – a framework in which brands react fast on a given context using the means of microstrategies. This week Miracle Whip showed how this might look like. Background: On October 15 Comedy Central’s notorious Stephen Colbert made fun of Miracle Whip’s new ad campaign which stages urban, young hipsters doing fancy stuff with Miracle Whip (you know what I mean).
| The Colbert Report | Mon – Thurs 11:30pm / 10:30c | |||
| The Mayo-lution Will Not Be Televised | ||||
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As a traditional brand you would not react on it. But now comes Adaptive Marketing into play: Miracle Whip’s declaration of war to Stephen Colbert ran as full-page ad in various American newspapers only a couple of weeks later, striking back at Colbert (see the full size ad)… “On Thursday, November 12, we will dominate the airspace on your show. With every commercial break, your viewers will be exposed to hardcore Miracle Whip attitude and revelry. You will see our legion of (as you call them) “mayo nay-sayers” snarfing sandwiches topped with our one-of-a-kind flavor in a very cool and totally hip way. They will be in your face and massively dope. It goes without saying, they WILL NOT TONE IT DOWN.”
And
“We’re on a mission.
We’re taking no prisoners. We’re raising Hell, Man.”
Adaptive Marketing. How not to go the Dodo way, Part 1.
November 5th, 2009 • Comments Intelligence, Reports, Social Business, Strategy
Tags: Adaptation Marketing, Business, Forrester, Future, Ideas, Intelligence, Reports, Social Business Design, Social Influence Marketing, speed, Strategy, Trends, World
Forrester has just published an article called “Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age”. This article comes up with a couple of thoughts which aren’t completely new but leave you thinking. Agility and adaption are defined here as preconditions for brands to survive. Not new, you think? I think it is new in a certain way…simply because it left me with a couple of questions (which I try to discuss in the second part of this article, next weekend).
It’s good to have clever buddies. One of them is Johannes, my colleague who regularly sends me the articles I miss to read and starts a good discussion about it, usually. I had read a good post by BBH labs about a Forrester article which wasn’t even published at that time. But I missed the original Forrester report. Johannes made me read it (thanks again). And I recommend it as well now. Key question of the report: How do organizations respond to an even faster world in which they struggle to survive?
The challenges of speed and dynamics were always hard to put into a model for our social web driven world. All too often we focus on a different question as marketers: How do we respond to customers at all (not even really focusing on the real-time aspect of our digital world)? The question on how we hold conversations at all took our full attention away from its inlying dynamics and what it does to companies. But it’s crucial.
Think of the Dodo. A flightless bird endemic to the Indian Ocean island of Mauritius. Related to pigeons and doves, it stood about a meter tall, weighing about 20 kilograms , living on fruit and nesting on the ground.
The dodo has been extinct since the mid-to-late 17th century. It is commonly used as the archetype of an extinct species because its extinction occurred during recorded human history, and was directly attributable to human activity, hence the phrase “going the way of the Dodos.” (thx to Wikipedia). The Dodo and his ancestors were intelligent enough to survive for millions of years. But as his environment (well, humans came) changed he could not adapt fast enough. And this is a perfect example to introduce the topic I actually wanted to write about: Adaptation. Because evolution is a process that rewards the organism most capable to adapt to new environments, not the biggest or most intelligent. It’s an opportunistic and fast system…for the Dodo as well as for brands.
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