Questa volta è un libro ancora in fase di stampa (la sua uscita è prevista per marzo ed è accompagnata da un blog), ma il suo autore è stato così gentile da mandarmi la bozza finale.
Siccome è un caro amico, e siccome in un modo piatto gli steccati fra le professioni cadono più dei governi italiani, le internet pr mi interessano molto.
Cosa pensate stia facendo in questo momento?…
Read MorePare che nei primi anni 90, Leo Burnett Chicago stesse facendo carte false per lavorare per Microsoft. Si racconta che tutto finì quando Bill Gates, dopo aver visitato l’agenzia, disse:
Excellent presentation gentlemen, but as I see it, you don’t use computers and that would make it impossible for you to understand my business.
Fonte: Gapingvoid.
Read MoreE mi ha conquistato, ma solo dopo pagina 28. Praticamente dal 2° capitolo fino alla fine.
Cos’ha che non va il primo capitolo?
Niente, solo che io sono più per i casi pratici che per le teorie sociologiche, e l’ingresso in questo testo passa per un’anticamera un po’ troppo colta per me, che sono un copywriter come quelli della Leo Burnett di Chicago negli anni 60 “che prima di impugnare la matita si sputavano sulle mani” (giuro che l’ho letta davvero, mi pare nell’Ogilvy On Advertising).
Comunque tornando al libro, tanto ero tiepido nelle prime pagine, tanto l’ho trovato valido, completo e stimolante nel suo sviluppo, come prova la quantità di sottolineature che vi ho lasciato.
Oltre agli stimoli di marketing non-convenzionale (che tra l’altro non esiste, lo dicono loro, esiste un solo marketing, quello che funziona, pag. 58), che sono tanti e interessanti, il libro è anche un bell’insieme di quelle-cose-che-ti-ricordi-ma-che-quando-ti-servono-non-sai-più-dove-trovare, come ad esempio la storia del flop della nuova Coca-Cola, o l’impagabile tabellina “nuova scuola di mktg vs vecchia scuola di mktg” di Kathy Sierra (2005), o il caso Mozilla Firefox, quello Diet Coke-Mentos, le 95 tesi in italiano stampate sulla carta…
Alcune chicche:
La resistenza al marketing non è un desiderio improvviso di smettere di comprare. I consumatori voglioo interagire con le marche. Sono intelligenti, tecnologicamente avanzati e con poco tempo a disposizione. Vogliono un marketing che mostri maggior rispetto e attenzione per il loro tempo. Finché non miglioreremo il nostro approccio con i consumatori, essi continueranno a resistere e a chiudersi ai messaggi pubblicitari delle aziende. (Walker Smith, ceo di Yankelovich, 2004).
Tutti i tipi di nuovo marketing non sono validi quando partono dalle imprese: devono avere come base i consumatori.
La chiave di svolta di un mercato basato sulla Long Tail è che in teoria ciascuno può avere un pubblico.
La vera potenza della Coda Lunga si rivela grazie al sistema delle raccomandazioni.
Elenco delle panacee di marketing 1985-2005: anti-marketing, authenticity marketing, buzz marketing, cause-related marketing, chrono-marketing, co-marketing, community marketing, convergence marketing, convergence marketing, centextual marketing, counter marketing, creative marketing, cult marketing, customer centric marketing, database marketing, eco-marketing, emotion marketing empowerment marketing, ethnic marketing, entrepreneurial marketing, event marketing, expeditionary marketing experence marketing, exponential marketing, family marketing…
[e siamo solo a un terzo della lista].
Il vantaggio reale di un approccio non-convenzionale è in primo luogo l’economicità.
E qui mi ricollego a un caso cui tutti guardiamo come esemplare, la community Ducati. Ebbene, in queste pagine ho scoperto che tutto è nato dalla considerazione che una campagna tradizionale era troppo cara. Come dire: la necessità aguzza l’ingegno.
Il libro in una frase:
Read MoreUno sguardo d’insieme sul senso del marketing di una profondità e intelligenza tali da permetterci uno sguardo anche più ampio, sul senso dell’impresa economica in generale.
Come scrive bene minimarketing.
Read MoreAnche lui, come me, ha scritto un manifesto sull’argomento. Appena 4 anni e mezzo prima. Che contano come 450. Let’s go:
Read More1) Tell the truth. The whole truth. Nothing but the truth. If your competitor has a product that’s better than yours, link to it. You might as well. We’ll find it anyway.
2) Post fast on good news or bad. Someone say something bad about your product? Link to it — before the second or third site does — and answer its claims as best you can. Same if something good comes out about you. It’s all about building long-term trust. The trick to building trust is to show up! If people are saying things about your product and you don’t answer them, that distrust builds. Plus, if people are saying good things about your product, why not help Google find those pages as well?
3) Use a human voice. Don’t get corporate lawyers and PR professionals to cleanse your speech. We can tell, believe me. Plus, you’ll be too slow. If you’re the last one to post, the joke is on you!
4) Make sure you support the latest software/web/human standards. If you don’t know what the W3C is, find out. If you don’t know what RSS feeds are, find out. If you don’t know what weblogs.com is, find out. If you don’t know how Google works, find out.
5) Have a thick skin. Even if you have Bill Gates’ favorite product people will say bad things about it. That’s part of the process. Don’t try to write a corporate weblog unless you can answer all questions — good and bad — professionally, quickly, and nicely.
6) Don’t ignore Slashdot.
7) Talk to the grassroots first. Why? Because the main-stream press is cruising weblogs looking for stories and looking for people to use in quotes. If a mainstream reporter can’t find anyone who knows anything about a story, he/she will write a story that looks like a press release instead of something trustworthy. People trust stories that have quotes from many sources. They don’t trust press releases.
8) If you screw up, acknowledge it. Fast. And give us a plan for how you’ll unscrew things. Then deliver on your promises.
9) Underpromise and over deliver. If you’re going to ship on March 1, say you won’t ship until March 15. Folks will start to trust you if you behave this way. Look at Disneyland. When you’re standing in line you trust their signs. Why? Because the line always goes faster than its says it will (their signs are engineered to say that a line will take about 15% longer than it really will).
10) If Doc Searls says it or writes it, believe it. Live it. Enough said.
11) Know the information gatekeepers. If you don’t realize that Sue Mosher reaches more Outlook users than nearly everyone else, you shouldn’t be on the PR team for Outlook. If you don’t know all of her phone numbers and IM addresses, you should be fired. If you can’t call on the gatekeepers during a crisis, you shouldn’t try to keep a corporate weblog (oh, and they better know how to get ahold of you since they know when you’re under attack before you do — for instance, why hasn’t anyone from the Hotmail team called me yet to tell me what’s going on with Hotmail and why it’s unreachable as I write this?).
12) Never change the URL of your weblog. I’ve done it once and I lost much of my readership and it took several months to build up the same reader patterns and trust.
13) If your life is in turmoil and/or you’re unhappy, don’t write. When I was going through my divorce, it affected my writing in subtle ways. Lately I’ve been feeling a lot better, and I notice my writing and readership quality has been going up too.
14) If you don’t have the answers, say so. Not having the answers is human. But, get them and exceed expectations. If you say you’ll know by tomorrow afternoon, make sure you know in the morning.
15) Never lie. You’ll get caught and you’ll lose credibility that you’ll never get back.
16) Never hide information. Just like the space shuttle engineers, your information will get out and then you’ll lose credibility.
17) If you have information that might get you in a lawsuit, see a lawyer before posting, but do it fast. Speed is key here. If it takes you two weeks to answer what’s going on in the marketplace because you’re scared of what your legal hit will be, then you’re screwed anyway. Your competitors will figure it out and outmaneuver you.
18) Link to your competitors and say nice things about them. Remember, you’re part of an industry and if the entire industry gets bigger, you’ll probably win more than your fair share of business and you’ll get bigger too. Be better than your competitors — people remember that. I remember sending lots of customers over to the camera shop that competed with me and many of those folks came back to me and said “I’d rather buy it from you, can you get me that?” Remember how Bill Gates got DOS? He sent IBM to get it from DRI Research. They weren’t all that helpful, so IBM said “hey, why don’t you get us an OS?”
19) BOGU. This means “Bend Over and Grease Up.” I believe the term originated at Microsoft. It means that when a big fish comes over (like IBM, or Bill Gates) you do whatever you have to do to keep him happy. Personally, I believe in BOGU’ing for EVERYONE, not just the big fish. You never know when the janitor will go to school, get an MBA, and start a company. I’ve seen it happen. Translation for weblog world: treat Gnome-Girl as good as you’d treat Dave Winer or Glenn Reynolds. You never know who’ll get promoted. I’ve learned this lesson the hard way over the years.
20) Be the authority on your product/company. You should know more about your product than anyone else alive, if you’re writing a weblog about it. If there’s someone alive who knows more, you damn well better have links to them (and you should send some goodies to them to thank them for being such great advocates).
Any others? Disagree with any of these? Sorry my comments are down. Now Hotmail is down too. Grr. Where’s the “Hotmail weblog” where I can read about what’s going on at Hotmail? So, write about this and link to it from your weblog. I watch my referer links like a hawk. Oh, is that #21? Yes it is. Know who is talking about you.
Qui l’intervista al direttore marketing Febal sul nuovo corporate blog aperto da noi di Monkey, online oggi con il titolo Claudio Ferri/Febal: entusiasta del blog.
Si parla, in particolare, dell’iniziativa che ha portato l’azienda a scegliere il nome di una nuova cucina tra quelli proposti dalla blogosfera.
Monica Lazzarotto di Youmark riallaccia la questione all’articolo sulle tesi di Henry Jenkins, autore di “Cultura convergente”(qui una recensione), recentemente apparso su Youmark.
Ringrazio Youmark per l’attenzione e Claudio Ferri per le lusinghiere parole sul sottoscritto. Son cose che fanno piacere.
Read MoreOggi su Nova/Il Sole 24 Ore, bella intervista a Doc Searls su conversazioni con le aziende, con lo stato, con tutti, e sul perché tutto questo è inarrestabile (“anche negli anni 30 dicevano che le carte di credito non servono a nulla”) e su quanta strada abbiamo davanti (“siamo solo a qualche nanosecondo dal Big Bang”).
Credevo di trovarla qui l’intervista invece c’è solo una specie di riassuntino. Alessio, Nicola, dove possiamo leggere il vostro lavoro in rete?
[UPDATE: Riporto la segnalazione di Nicola: il video dell’intervista qui.]
Read MoreSinistra-destra, apple-pc, esselunga-coop, bianco-nero, creativo-account, nord-sud, prodi-berlusconi, young-old, cluetrain-lovemark, omo-etero, pepsi-coke, grillo-politica, casta-popolo, digitale-analogico, benzina-diesel, adv-web, azienda-cliente, marketer-consumatore…
…Nell’era della conversazione, tutti i dualismi sono superati. Ciao.
Read MoreIl mitico Robert pacioccone Scoble (autore di una delle mie bibbie, Naked Coversations, disponibile in italiano con il titolo Business Blog) ha messo giù cosa fare quando si cerca lavoro, ricordando i tempi duri che ha vissuto lui stesso. Umile, preciso, fattuale, deciso. Da leggere e mettere in pratica.
E, su mia richiesta (capito perché è mitico?), dà anche suggerimenti sulla lettera di accompagnamento al cv (commento n. 24):
massimo: I wish I had saved it. It was just short. Sweet. To the point. And confident that I could solve their business problems.
Per chi è interessato, qui ci sono i miei, di consigli.
Read MoreDi Clay Shirky, via Gapingvoid:
Read MoreSo forget about blogs and bloggers and blogging and focus on this — the cost and difficulty of publishing absolutely anything, by anyone, into a global medium, just got a whole lot lower. And the effects of that increased pool of potential producers is going to be vast.
