southparc.

I love liquid. Why? Because it’s flexible, it adapts. And I’m getting really fascinated by the new (technical) possibilities for the web. Liquid websites are great, because they are build with only one target in mind: relevance!

A liquid website contains all content a certain company/brand/person wants to share with the world. Information, stories, news, pictures, schedules, graphs, videos, music, posts… you name it. But it’s not thrown in your face. No! All this (branded) content is patiently waiting to be activated by a visitor, hoping to be relevant. Pick me, pick me!

Assuming a website fascinates you, or at least has something interesting, you will return and a liquid website will learn from your visits, your clicks… and adapts. The more you come back, the smarter it gets, improving relevance time after time.

Does it work? Can it be done? Hell yeah, ever heard of Google?

Ben

Good day sir, can ik help you? - Martini, please. - Would you like some ice? - Yes, please. - Cubes or crushed? - Cubes. - Lemon? - No, thanx. - Olive? - Yep. - Tumbler, long-drink or cocktail glass? - Tumbler, please. - Anything else? - Some of those peanuts would be great. - Of course sir, here you go…

Thanks, buddy. That was a great Martini. Next time I’ll bring my friends…

Although modern technology offers us a lot of new channels and tools, the nature of marketing has not changed. You still have to make a serious effort to find out what your customers (or fans, or friends) really want. Ask, listen, respond. It’s not about all you have to offer or all you want to tell. It’s only about what’s relevant to them.

In my opinion, a solid 2.o strategy is based on relevance. Do you agree?

Ben

According to some gurus, our web-based-world will experience major changes over the next few years. And it will not just be ‘the same web, only bigger. No way. We are creating ‘the One’, that is one big computer(system), connecting everyone to everybody to everything. Our phones, laptops, tv’s and other devices will transform into (no more than) ‘windows’ to look into ‘the One’.

But there’s more. In the near future, all ‘things’ will also become part of this mega-system. All our stuff will be connected to ‘the One’, communicating and sharing data. Your shoe will share stories with the world. Where it’s made, when, by whom, what ingredients are used, how many times it has been used, where it is right now (check Google maps!)…

Ping! Hi John, this is a message from your BMW. Could you please be so kind to check my oil, it’s dirty and has not been changed since 11 November 2009! Please solve this problem within 3 days, otherwise I will have no other choice than to tell “the One”…

I can’t wait to have a good conversation with my coffee machine or an indepth discussion with my wife’s shampoo…

How about you?

Ben

Nice to meet you mr Jones. Likewise. Got a website? Yes, of course! Why? Uhhh, what do you mean? Well, what’s the purpose of your website? Uhhh… be out there and tell our story! I see. Any other targets set? Uhhh, no. Okay, so your website is more or less a digital brochure, right? Uhhh, yeah. Does anybody care about your story? Uhhh, I don’t know, to be honest… Do your visitors ever return? Uhhh…

Are you relevant to them? Uhhhhhhhhhhhhhhhhhhhhhhhh…

Ben

In the past marketeers and business developers knew what was best for their customers. They had the training. They had the experience. They had the knowledge, based on surveys and statistics.

Question: Is that still the case? What if the customer knows what’s best? Scary idea! And hard to accept for a lot of traditional die-hards.

Nevertheless, embracing this thought is the only way to start using the wisdom of the crowds. Marketeers just have to let go of their pride and fear, changing their position from analyst to communicator. Replacing classical observation and segmentation by initiating and joining dialogues, with all who want to be involved with their brand-services-products. From this new perspective there’s only one key issue to focus on: how intense will our dialogues be?

Social media marketeer. New business cards please…

Ben

A lot of marketeers hold on to the past. Cherishing old habits and old rules. They still believe public relations is all about communicating via the traditional media. They still assume that there is nothing wrong with the interrupting approach of advertising. The idea of new marketing via the web makes them nervous and defensive. And they resist to invest some time to explore the power of reaching their customers directly…

However, for all of you who want to be more visible on the web, who want to share their story directly, who want to drive people into conversion, here’s an advise: please ignore the past.

Wanna join?

Ben

A growing number of experts claim that “Advertsing is dead” and the post-advertising age is here. Old school ‘interruption’ tactics are over. Consumers have taken control of media and are powerful enough to completely ignore you. The only stuff they will see is the stuff they choose to see. So getting attention comes down to developing a distinctive story, creating great branded content that is both interesting and relevant, and make it available in a smart way.

We agree. Do you?

Ben

“Could you please help me… I need your expertise on this…”. We love to be asked. In fact, most people do. And as far as we can judge, the entire 2.0 world is ready to share knowledge and ideas. To be heard, to be engaged, to help and improve. So why not use this potential to the max?

Let’s call it “ask-marketing”. And it’s simple. You have to make sure that your branding strategy and positioning is in place. And you need to develop some distinctive, high quality core content. Make this content available via an open and transparent platform and than start asking relevant questions to all involved.

In this way, you can stop trying to do it all yourself. You can leave the inside-out way of doing business behind. Start beta. Just ask for added value. Your audience will love to help. Creating new ideas, developing new opportunities, building new platforms… Take them seriously, be honest, be thankful… and you’ll never be alone again.

What do you think?

Ben

‘Make’em love you or hate you. Just don’t leave them indifferent’. Pretty straight forward quote we found on the web.

We  think brands are a lot like human beings. You can fall in love with them. Be loyal to them. Want to spent time with them. Develop a relationship. And like with friends, open dialogues are vital for mutual understanding and respect.

That’s why brands should alow their corporate content to spread to many social communities and join global conversations on all relevant topics. And, if possible, facilitate these conversations in or near their own website, improving trust, relevance and credibility.

As a result, we expect corporate sites to become more like platforms for customer discussions and not just brand/product pitches.

Question: are corporate websites getting irrelevant due to the new way of info sharing?

Ben

So let’s talk 2.0. And to be honest, we can’t come up with one comprehensive definition of what this 2.0 world is all about. What we can do is share our thoughts.

First of all, we don’t think this new world will replace the more traditional one entirely. It’s additional. It’s complementary. A new organic shell, forcing companies to rethink their branding and communications strategy. Because it’s out there and can’t be neglected.

Secondly, we do believe that the impact of the internet on brands is and will be very substancial. Not only because it’s quick and transparent, but also because it represents the highest possible grade of “perceived credibility”.

And last (for now), we strongly believe in a huge competitive advantage for those brands who are able to efficiently integrate “2.0-comms” in their strategy. Just to be clear, in our vision this implies far more than building a good website and develop some e-tools. It’s a change in strategy, mentality and organization.

So, how to address this issue? In general, we think,  part of the solution lies in answering the following two questions: 1. What can we communicate ourselves? 2. What can ‘others’ communicate for us.

Assuming the strategic basics are set, the brand organization should take on at least 3 roles:

- be the broadcaster of unique (branded) content

- be an open source and transparant knowledge provider

- be an active member of all relevant social communities

Sounds not that complicated, but in reality this turns out to be a mayor job and a huge challenge. Especially for global companies with lots of employees, varying in age, culture, education and (e-)experience. We’re in right in the middle of this proces with some of our international clients. In these specific cases we learned that forcing a revolution is just not realistic. So we’re helping them with a step-by-step approach. An e-volution. Pushing progress as hard as we can, knowing that there’s no time to waste.

It’s obvious that brand management has an additional priority field to address. How to follow, listen to, reply, inform, correct, inspire and fascinate all those different new communicators influencing brand awareness, brand image and preference. Well, if you can’t beat them, join them. Use this new and unlimited potential in a smart and positive way. It won’t be easy. But for those who succeed, it will make a tremendous difference for the future value of their brands.

Ben