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Sam Knoll, Addressable Media
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13 January 2009
So, 2009 has arrived, along with a gloomy outlook on business in general and marketing budgets in particular. Things are not so bad in the digital marketing space however - when we tighten our belts, we start taking a hard look at ROI for our expenses - and digital marketing is well placed to deliver on that.
As a consumer in the digital space, there is even more cause for optimism. Never before have we had the opportunity for such direct contact with the makers of the products that affect our lives, to choose from a global catalogue for individual taste.
Here's my prediction for 2009: Those companies that recognise these trends and engage with their consumers will be best placed to leap ahead of their competitors when the credit tightness eases - and that time is coming sooner than you think!
To help you do just that, Tim has put together an insightful list of trends for the coming year that a savvy marketer can take advantage of. Also, check out Dan's new post on driving consumer engagement through ORM, as well as some topical articles from around the Web.
BrandsEye CTO and Development Lead
BrandsEye Post of the Newsletter
Online Consumer Trends For 2009 By Tim Shier
The role of the consumer is changing. Companies no longer have the upper hand and failure to communicate (engage) is risky for any brand. In this article I look at some major consumer trends for 2009 and explore the privacy vs. engagement continuum.
Use ORM To Drive Consumer Engagement By Daniel Neville
Online Reputation Management is largely about engaging your consumers. In this edition of the ORM How To series Daniel provides some excellent tips on how to use your ORM tool to further engage with your consumers! Well worth a thorough read.
Read this How To guide...
Engaging your consumers can be a tricky business. No two are the same and if you get it wrong things can go terribly for you. I have collated five articles which should make it clear that it's important to engage as well as some information on the tools to use to do it correctly.
10 Reasons Why You Should Engage Your Consumers By DeviceTeam
Just in case you weren't completely convinced that it's important to talk to your consumers, this excellent round-up will tell you everything you need to know to change that.
Read the resource...
Engage And Deliver By Interbrand
Engaging your customers is completely pointless unless you either improve their brand experience in the short term (fix their problem) or implement a long term solution. In this article the model of engaging to deliver is neatly explored - an interesting read!
Read the resource...
5 Ways To Engage Your Customers In 2009 By SocialMediaToday
It's all well and good saying that it is important to engage, but without a starting point you may find it a little difficult. This article explores five fundamental changes to the way you engage you consumers which will lead to further engagement. An excellent starting point for companies keen to engage in 2009.
Read the resource...
Reputations in the Spotlight
Celebrity Twitter Accounts Get Hacked
It's not often that I spend any time worrying what celebrities have to say, but then I was alerted to a string of over thirty-three hacks which have been taking place on Twitter.
The Washington Post, Facebook, Britney Spears, Fox News and even Barrack Obama's Twitter accounts were hacked and arbitrary "tweets" were illegally submitted on their behalf. While it's quite comical (once it was made clear that it was a hack) it may be quite confusing and potentially dangerous to their reputation if left unchecked.
Notably funny ones include the likes of Rich Sanchez of CNN:
Ultimately, it's the reputation of Twitter itself which is at stake and while the tech savvy individuals aren't lashing out just yet, I strongly suspect the less techy crowds will. As always, time will tell.
For a full run down read the TechCrunch articles here.
Reputation Monitoring, in the offline environment, has been around for a while (through clipping services etc.), but there has been little which could be done to manage the "coffee room conversations" which are completely off the radar (for the non-spying companies anyway). In today's highly connected environment this has changed and conversations which would otherwise be invisible are now splashed around for the world to see in the form of Social Media conversations. This does however provide companies with a much better ability to engage with their consumers, understand their particular needs and ensure the company is 100% informed of the little grumbles and groans which, to be fair, all consumers have from time to time.
To think about it from another angle, consider this: When you engage a consumer you are an individual representing a company rather than the entire company itself (as is often the case with advertising). So, during the conversation it's possible to build up a level of personality and considering that people trust "people like me" more than any other source of information, your chances of being believed are considerably higher. This isn't of course to say you should push the boundaries and abuse your consumers (they will find out!) but it does highlight the need for a different approach when engaging your consumers.
2009 is going to be a fascinating year. As the Web2.0 becomes more and more important to business communications in the 21st Century; the need for intelligent, real-time engagement is going to grow with it. So, logically, companies which communicate best will ultimately do the best in terms of real financial terms and given the current financial turmoil it's certainly something to keep in mind.
With engagement fresh in your mind - if you have any comments or thoughts about this newsletter please email me on email@example.com and help us make this newsletter more interesting and useful to you (if you have already emailed us, thank you so much!).
May the conversation be with you!
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