|
Drillteam is a brand innovation company which follows a 2.0 approach to engaging consumers.
Our sweet spot: the hyper-mediated, time-shifting, ad-skipping, lean-forward consumer.
Our expertise: moving beyond the 1.0 model of broadcasting a singular message to 2.0 engagement. We interact directly with these influential consumers to co-create your brand.
Social networks. Blogs. Web 2.0. Word of mouth. Influencers. Live event activation. Brand ambassador networks. Online Collaboration Tools. Engagement. Relevance. It’s all connected through a mindset of interactivity and consumer control. This 2.0 world requires something more than new tactics. It requires a new approach. A new process.
That approach is what we call collaboration. You want some help navigating? Good. That’s what we do.
|
|
|
Your Brand Can Be TwitterJacked! |
|
For the most part brands have stayed away from creating a Twitter presence because of frequent downtime and small user base, but Twitter is a tool beloved by the social media bloggerati. Several companies with tarnished brand or product reputations have ventured on to Twitter to start a more open conversation, and speak in a more human voice, such as Comcast and JetBlue. So when a person from Exxon Mobil began Twittering, it seemed to be in line with the same strategy - see what happens when you engage debate and start a dialog.
A user posing as Janet from Exxon Mobil appeared relatively legitimate, pointing to Exxon's philanthropic and community building efforts while gently dodging more difficult questions. The problem - no one at Exxon Mobil knows who Janet is.
The story was covered at Computer World, where an Exxon Mobil spokesman Alan Jeffers acknowledged, "She is not an authorized person to speak on behalf of the company. There are several inaccuracies (on Twitter). We take great care in having authorized people speak on behalf of the company. We want to make sure anyone who is speaking for the company is doing so accurately."
Not to mention the fact that Janet couldn't spell very well - that should have been the first tip-off. The second was a series of tweets making light of the Valdez oil spill. "Although the Valdez spill was tragic, it was only 10 million gallons. Compare that to the 73 million in the Nowruz Oil Field in 1983."
Since the story has come out, the feed has been taken over by friends of @ExxonMobilCorp joining in the farce and otherwise punking the company. The lesson for brands? Even when you've deemed a technology too new, problematic, or unstable, when there is a growing user base, there are powerful conversations happening. Monitoring and responding to emerging discussions is the first step in launching a social media strategy, even if you're not yet ready for one.
|
|
BY JEN
RSS Feeds: Entries.