At FreshNetworks, we work very much in Research 2.0. Our sister company, FreshMinds, has been market research agency of the year here in the UK for the last couple of years and some of our communities are specifically designed for research. It was interesting, therefore, to listen to a great presentation from Guillaume Weill at
I love going abroad. You get to spend time learning about new things and also to get a different perspective or new examples for things you already know. This happened to me this week in Paris. There is lots of talk about Dell’s Ideastorm and MyStarbucksIdea as examples of using communities as customer service vehicles.
Emmanuel Vivier gave a really detailed and great view of word of mouth marketing. For him we have entered the Consumer 2.0 era – for marketeers the time when you could control people is over. They have become immune to advertising spam and are facing death by choice. You have to be cleverer about how
Another interesting issue raised by Wolfgang Lünenbürger-Reidenbach of Edelman PR was his view that word of mouth is an outcome and not a strategy. He cites the example of viral videos and the fact that usually viewers can remember the video and the concept but not the brand. Unfortunately for Wolfgang, he spoke after a