Do we need the equivalent of "Organic Labeling" for consumer generated media (CGM)? I really think it's time to have that debate, and I'm more convinced than ever after reading today's Advertising Age blog entry by Bob Garfield, who asks hard questions about whether advertisers are overstepping the line with pseudo online videos. While we don't know FOR SURE whether LonelyGirl15 is advertiser-supported (as Garfield suggests), the core issues Garfield raises (and which is the subject of an excellent NPR OntheMedia segment) merit fresh and focused attention by the advertising community. What's clear is that marketers are now flooding the online video space, and some of this involves the deliberate (sometimes unwitting) co-optation of consumer generated media. Is some respects, this debate represents a multi-media resurrection of the early "buzz marketing" disclosure debate. What is truly authentic, and do consumers deserve a heads-up when characters like LonelyGirl15 turn out to be the product of an advertising campaign. Again, if the term "organic" is so valuable when we shop, why not when we surf?
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Books Related to CGM Theme
Pete Blackshaw: Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World
First jump out of the gate on publishing, and a thrill beyond thrill to have this opportunity. Very important message about what it really takes to manage a business or brand in the era of consumer control. This book is far less about social media marketing campaigns than the role of customer service and "consumer affairs" in the marketing mix.Charlene Li: Groundswell: Winning in a World Transformed by Social Technologies
More important validation about the role of CGM and social media as it impacts business. Both writers very smart and experiences in the space. Will write more once I get through the entire book.Gerald Zaltman: How Customers Think: Essential Insights into the Mind of the Market
Gerald Zaltman doesn't write specifically about CGM, but his core themes about the unconscious drivers of brand affinity provide some critical clues and insights behind what's really going on among today's passionate and viral consumers. (*****)Don Novello: The Lazlo Letters
My dad was in advertising, and he would uncontrollably laugh while reading this book that. In many respects, Lazlo was the first "citizen's journalist" or blogger for that matter. His CGM was all about experiences with companies, brands, or VIPs. (*****)Seth Godin: All Marketers Are Liars
I'm a huge fan of Seth Godin, but this one was just OK. I probably read it with a higher set of expectations that the book would be a bit more critical of the marketing industry. It's hard to disagree with the core premise of authentic story telling, but some of his points overstated the obvious (**)James Heskett & Others: The Service Profit Chain
A major inspiration for much of my thinking about CGM. Heskett's a former b-school professor.Seth Godin: Free Prize Inside
I'm not going to tell you what's inside, but I guarantee you'll be surprised. (*****)Jeffrey Rayport: Best Face Forward
Rayport taught the HBS class that fueled my fanaticism for the "marketspace." The inspiration continues. (*****)Malcolm Gladwell: The Tipping Point
How does the ripple create the wave? Read on! (*****)Malcolm Gladwell: Blink
Trust your gut! It's not as irrational as some claim. (*****)- Marc Marson: Think Naked
Marc Marsan has opened up my head in ways I can't even express. Inspirational, catalyzing. He gets it! (*****) Kelly Mooney: The Ten Demandments
Kelly gets it! She's been working with some of the nation's top brands. Deep understanding of shopping behavior. (****)Jon Berry: The Influentials
A solid case for why so-called "Influentials" matter. Authors really know their stuff. (****)
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September 05, 2006
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» The Last 24 #4 from LonelyGirl15 Fan Club
I havent done The Last 24 for a while. A few days actually with the long weekend and all, but for those of you who like it, I am back at it. There wasnt a whole lot of Blogging on LG15 and DB over the weekend so Ill j... [Read More]
» Social marketing vs. social marketing from Emergence Marketing
As you probably will have noticed, the "social marketing" terminology has been popping up left and right lately. Nedra Weinreich from Spare Change and others, who had been using "social marketing" for decades to refer to the use of marketing... [Read More]
» Social marketing vs. social marketing from Emergence Marketing
As you probably will have noticed, the "social marketing" terminology has been popping up left and right lately. Nedra Weinreich from Spare Change and others, who had been using "social marketing" for decades to refer to the use of marketing... [Read More]
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A health warning for viral advertising- interesting idea, but no one's going to watch.
They scream foul when commericals play in movie theaters.
So how about keeping it the way it is and if the brand is cool enough, smart enough and entertaining enough, it gets away with it?
However, if it isn't, the brand bears the brunt of a backlash for wasting everyone's time and pays the price.
Sort of like a game of russian roulette, which is a bit more exciting than a health warning.
Posted by: Edward Cotton | September 05, 2006 at 07:51 PM