While we've read tons about marketers taking to the "CGM" airwaves to drive positive word-of-mouth, precious little attention has focused on how brands can use these same platforms for crisis communications and what I call "defensive branding." 
Here's JetBlue's CEO addressing his latest crisis to customers and others in a YouTube video. Expect to see much more of this...on YouTube and beyond. As I noted in MediaPost this morning, the blogosphere and CGM venues continue to percolate on this issue, mostly negative, so it makes sense for executives to tackle the conversation directly. Moreover, it's always good to know the brand is being 100% transparent about who's managing company message.
About My Just Launched Book (Doubleday)
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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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February 20, 2007
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Pete's Articles & Interviews
- Customer Service Meets "Lord of the Twitters" (4.15.08)
- Word-of-Mouth Marketing 101, a la Zappos.com (4.1.08)
- Ten Reasons Marketers Should Pay Attention to Wikipedia (3.18.08)
- Jennifer Jones Podcast: Obama and Clinton Campaigns (3.08)
- 10 Interactive Marketing Tips from Barack and Hillary (3.4.08)
- Marketing With, Not to, Kids 101 (2.19.08)
- Adapting to Consumer-Controlled Surveillance (2.5.08)
- Search and Reputation: Your Brand Standing Is Your Shelf Landing (1.22.08)
- Super Bowl Advertising: Go Holistic or Go Home (1.07.08)
- The Official 2008 Web 2.0 Buzzword Forecast (12.11.07)
- Attention? I Don't Want Your Freakin' Attention! (11.27.07)
- Death, Social Media, and Remembrance (11.13.07)
- BusinessWeek: Using Bad News To A Brand's Advantage (10/30/07)
- Consumer 3.0: New Trends in CGM (10/30/07)
- Back to the Advertising Future (10/16/07)
- Sustaining the Conversation (10/2/07)
- Passionate Faces in the Conversational Crowd (9.18.07)
- ClickZ: Emotionomics, Anyone? (8.21.07)
- Hobson/Holtz Report: Defensive Branding (August 2007)
- Keeping Consumer Trust During a Crisis (8.21.07)
- The Two Faces of Facebook (8.7.07)
- The 'Three Moments of Truth' Web Site Checklist (7.24.07)
- Meaningful Relationships With Social Networks (7.10.07)
- Ten Great Marketing Insights From My Summer Intern (6.26.07)
- Who Owns the Influencer? (6.12.07)
- Marketers, Please Don't Tick Off My Dad (5.29.07)
- If I Were CMO of the U.S. (5.15.07)
- Guess Who's Knocking on Marketing's Door (5.1.07)
- The Third Moment of Truth (4.27.07)
- Ten Reasons Why I Should Stop Blogging (4.17.07)
- Repeat After Me: We're Still in Control! (4.3.07)
- Servicing Search: A Better Ad Model? (3.20.07)
- The Official CGM Glossary (3.6.07)
- Ten Columns Every CMO Should Read (2.20.07)
- Attention Gone Amuck? Time for a Wakeup Call! (2.6.07)
- The Pocket Guide to Super Bowl ROI (1.21.07)
- Designing Interactive Woman (1.07)
- 2007 Predictions, Diction, and Friction (12.06)
- Jennifer Jones Podcast: Listening Centered Marketing (12.06)
- Debbie Weil Interview: (12.06): Credibility & Branding
- Clarifying Word of Mouth (12.12.06)
- YouTube or ConfuseTube? (11.28.06)
- Thanks, Norm LeHoullier! (11.14.06)
- Real Beauty, Real Breakthrough (10-31-06)
- The Third Moment of Truth (10/17/06)
- Time For a New Model: Listening-Centered Marketing (10/3/06)
- Will Video Save the Agency Star? (9/19/06)
- How Many Ways Can You Skin a Snake's Buzz? (9.04.06)
- The Pocket Guide to Chatterbacking (8.22.06)
- Corporate Blogging: Great Liberator or Oxymoron? (8.08.06)
- Time to Lead. Right Now. No Excuses (7.25.06)
- Back to the Future: Bold, Timeless Truths From Web 1.0 (7.11.06)
- Parenting Your Brand (6.27.06)
- Kicking the World Cup Blog Ball? (6.06)
- Skype Nation (5.30.06)
- Corante "Skypecast" - Blackshaw, Kalehoff, Chris Tolles (5/25)
- Marketing Monger Podcast (5.21.06)
- PodTech/Jennifer Jones Inteview (5.20.06)
- Word of Mouth Begins With Consumer Affairs (May 16, 2006)
- Do You Know How to Find the Marketing "Ex-Spot"? (5.02.06)
- Mirror, Mirror: Am I Consumer 1.0 or Consumer 2.0? (4.18.06)
- Movimiento Marketing: On the Radio Dial (4.3.06)
- Can Marketers Control CGM? Should They? (3.21.06)
- Defensive Branding 101: The Role of Search (3.7.06)
- The Gold Medal of Questions: Is the Web TV? (2.21.06)
- Defensive Branding 101: The Role of Search (3.21.06)
- Super Bowl Advertising and Marketing Fusion: Razor's Edge? (2.7.06)
- Are You Asking the Ultimate Marketing Question? (1.24.06)
- The Consumer-Controlled Surveillance Culture (1.10.06)
- Damn the Focus Groups...Except This One (12.27.05)
- Complete ClickZ Archive
- The Pocket Guide to the 2005 Blogosphere (12.13.05)
- 'Tis the Season of Brand Emotion. Are You Listening? (11.28.05)
- TV Is Dead. Long Live TV! (11.15.05)
- How to Act on Consumer Generated Media (11.1.05)
- Spamalot: Broadway Hit or Blog Epidemic? (10.18.05)
- Is Word of Mouth a Long-Term Strategy? (10.4.05)
- CGM: The Parenting Megaphone (9.20.05)
- Ten Simple Rules for Dating a Blogger (9.6.05)
- Attention? I Don't Want Your Freakin' Attention! (8/23/05)
- Hobson & Holtz Report Podcast Interview (8.16.05)
- Protect the Marketing Commons (8.9.05)
- Get Ready to Engage With the Engagement Metric (7.28.05)
- Consumer-Generated Media: The Age of Engagement (7/12/05)
- The Pocket Guide to Consumer Generated Media (6/28/05)
- Beyond Cinco de Mayo (6/14/05)
- Who's Behind The Wheel Now? (5/31/05)
- The Five Ps of Activist Marketing (5/17/05)
- Irrational Blogguberance? (5/5/05)
- Are GRPs Enough in the Age of Consumer Control? (4/19/05)
- WOMMA Summit: More Questions Than Answers (4/5/05)
- Word-of-Mouth Marketing: Temper Your Enthusiasm? (3/22/05)
- Attention, Shoppers! "Retailer-Generated Media" in Every Aisle (3/8/05)
- Consumer Affairs: The New Advertising Department (2/22/05)
- Creative Marketing Destruction: Add Water and Blog (2.15.05)
- Marketing Through the Tsunami Lens (2.8.05)
- Super Bowl: Buzz or Blues? (1.18.05)
- (1.11.05) E-Mail by Machiavelli
- Listening: A Bitter Pill? (12.28.04)
- Buzz-Informed Predictions for 2005 (12.14.04)
- Practice What You Search (11.9.04)
Who Gets CGM?
- Edelman Digital - Authenticities
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- Matthew Siegler (Grumblings and Musings)
- Word of Mouth Marketing Association (WOMMA)
- Owen Mack - CoBrandIt!
- Neistat Brothers (iPods Dirty Secret)
- Sue MacDonald's BlogPulse Newswire
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- Joho the Blog - David Weinberger
- Dan Gillmor's blog | Bayosphere
- Jeremy Pepper - Musings from POP!
- Micro Persuasion
- Jaffe Juice
- Charlene Li's Blog
CGM 101
Joe Copy (CGM Hall of Fame)
- Converse Spots
- Dove Oscar Ad (Contest Submission)
- Chevy Car Wash (Super Bowl Spot)
- Check Out Girl (Frito Lay Super Bowl Ad)
- Live the Flavor (Frito Lay Super Bowl Ad)
- Pete's Chevy Tahoe CGM
- YouTube - microsoft ipod packaging parody
- Engadget "Breaking News"
- I Love My Mac - The Song
- The iPod Flea
- Joe Jaffe Nike Ad
- Bush in 30 Seconds Winner - Childs Play
- George Masters iPod Ad
- DoubleTree: Yours is a Very Bad Hotel
- Jeff Jarvis's Bad Dell Experience
- iPod's Dirty Secret - Neistat Brothers
- Original Numa Numa Dance
- Kensington Lock Video
- Kryptonite Evolution 2000 U- Lock hacked by a Bic pen - Engadget - www.engadget.com
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Recent Posts
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Also note JetBlue's smart search strategy. Type JetBlue into Google and you see they have bought the pole SEM position with a link to their "promise" URL. These guys rock.
Posted by: Bob Gilbreath | February 21, 2007 at 09:43 AM