Notes: Chapter 5

Notes: Chapter 5

1. Of course, it is Robert De Niro who is asking You talking to me?? in Taxi Driver. Thanks to Carlo Andrea Pattacini for the link and for the title of this Chapter.

2. Please take a look at “La stessa foto di Toto Cutugno ogni giorno“, or “The same exact picture of Toto Cutugno every day”. And please take a look at what The Washington Post had to say about it.

3. Please see for example what Nigel Rahimpour has to say about the “engagement”, or lack thereof, of people on Social Media with brands.

4. Or dishwasher detergent. “The company formerly known as Reckitt Benckiser”, now simply, has apparently signed a nine-figure Global Deal With Facebook To ‘Move Away From Advertising’. Ah, the irony!

5. Conversations? All I can hear, I me mine I me mine, I me mine – The Beatles (George Harrison)

6. It’s true, there is of course some know-how involved here. But far less than the Web PR agencies of the world would have you believe. Ever noticed that these days nobody talks about “PR crises” anymore? They have been conveniently rebranded “Social Media crises”. Conveniently for whom? For the Web PR specialists.

7. Levine, Locke, Searls and Weinberger, The Cluetrain Manifesto: The End of Business as Usual.

8. “Why do rock stars have fans and companies have customers? Because that’s what both groups want”. A very interesting theory from Collier, Mack, Think Like a Rock Star: How to Create Social Media and Marketing Strategies that Turn Customers into Fans, pages 3-7.

9. Lego could tell you that it’s great! See the MIT Sloan Management Review Lessons From the Lego Group. See also Garfield, Bob, The Chaos Scenario, pages 176-183.

10. See Zappos, for example, note 15, Chapter 4. Or Nordstrom, in Garfield, Bob, The Chaos Scenario, page 73.

11. Take for example Relation Desk, a Start-up which offers a service which seems like a smart solution to handle your customer service on Social Media. Nice, but I ask: does it have any integration with your company’s CRM software?

12. KLM: “We make €25m per year from social media”. But they won’t tell us how. To paraphrase what Churchill famously said about Russia, Social Media is a riddle wrapped in a mystery inside an enigma.

13. In its most basic form, retargeting serves ads to the 98% of people who visited an E-Commerce website without buying. Which is a good way to try to close the sale, but not to create new demand or increase demand for a service.