Starting the Conversation

We are spending more and more time with clients who 'want to do something on facebook'. It is a fantastic brief to have, primarily because it is an open invitation to be as creative as we can without having to suffer any of the consequences of the ideas failing. What on earth does that mean?

As we manage to simplify or categorise the depth of our relationship with consumers, so we can qualify the complexity and duration of any conversation we have with them through the Social Media channels. The longer and the more meaningful - the better, is my guess. But to get to that space we have to experiment. The experiment goes from the start of the conversation, through to playing around with what you hear and then responding accordingly. If we get it wrong, we are rejected. We can try again or we can simply come back and start a new topic. The conversation can take on any number approaches or subjects but our goal is to engage and learn.

The dancing elves at Christmas had 12 million downloads over 5 weeks. It was 1 of 20 applications created by the same business - all designed to do nothing more than engage. The other 19 failed.

A buddy once said to me....."mate, strategy is just a series of experiments"...and no truer is it than within the context of digital community marketing in 2008.