DISQUS

mleis · 7 months ago

I think we'll be looking on this concept as passe in a few short years. The question is who will gain the first mover advantage? Adding media like this takes the next step of not only making products and services more human, but providing additional insight, and community. Many big-ticket items are very personal, and creating functionality like this will only help strengthen loyalty and create interest-based relationships.

Very much like this article I wrote (with my own photoshopped example using Bang & Olufsen):
http://blog.michaelleis.com/2008/07/22/brands-b...

dirkmshaw · 7 months ago

i totally agree this will all be just a way we experience sites. The first mover advantage or at least some good practices on creating an experience like this. I kept this example quite simple to illustrate the point.

This brings up another question. Just because someone mentions your name, does that mean you have the right to re-produce.

Thanks for commenting. Trying to get some additional perspectives before i begin writing how you can do this with Vignette.

Dirk

mleis · 7 months ago

If it's a public message and it's attributed, I think the right exists - unless someone asks to have it taken off.

Thank you for writing it!

Jeremiah Owyang · 6 months ago

This is excellent Dirk\, I like how you've broken down all the possibilities of how earned media could be embedded in a B2C transaction site.

I get this question from some of my clients that aren't as cool as mountain bikes "What do we do if our product isn't cool?"

At some point, some brands will have to involve 'paid media' in addition to earned media.

dirkmshaw · 6 months ago

Hey Jeremiah.

Thanks for commenting. I will address the question "What do we do if our product isn't cool?" This is the situation for many b2b marketers. It is totally possible as you know.

I also agree on the 'paid media' integration and will add it to this visual.

Dirk

Mike Slone · 6 months ago

Dirk,

I think transparency is the big key here. Brands that think they can harness or control only the positive conversations/broadcasts will be missing the point. Those that are transparent and willing to include constructive negative mentions could be more trusted by consumers and thus lead to a purchase. Users these days are looking for honesty and can see past product pages that only include positive mentions.

I also think it would be even more interesting to show tweeple who have discussed this product before and then allow users viewing the product site to engage in conversations with these users directly from the product pages. Facilitating access to discussions and conversations about a product seem much more relevant in the future than aggregating positive comments that could be outdated.

dirkmshaw · 6 months ago

Hey Mike,

You bring up an excellent point about including the negative. This is what hinders many companies form allowing reviews to placed on their site at all. "Facilitating access to the discussions" is a point that another visual i am working on will make. I too agree this is a huge value. One great example of this was the Obama Cnn live coverage of the campaign, having that sort of stream in context of a branded experience would be a great tool for fostering community and allowing customers to serve other customers.

Thanks for comment