Rapid Response

It’s become a truism among the blogging pundits that in the age of social media, it’s imperative that marketers listen to the conversation. Makes sense, we should know what people are saying about us and we should be responsive…but how? One way is to create rapid response campaigns based on the stuff customers are saying in social media.
Steve Rubel warns;
Digital marketers who continue to plan campaigns months in advance and then unleash them will lose relevance…They will need to be dynamic, adaptable and able to turn on a dime depending on where the live conversation goes. That's no easy feat and it will require brands and agencies to rewire themselves for speed. Get ready to race.
‘Rewiring for speed’ means agencies and clients have to have, what David Armano calls, a “rapid response culture". Agencies will need the flexibility to act; and the client approval process will need to be lightning fast if responses will be timely enough for consumers. Practically speaking, it means a tighter partnership between agency and client and a ‘social media brief’ that focuses more on ‘conversational guidelines’ and less on brand messages.
We’ll talk about what those adjustments need to be in an upcoming post.  ---   Jason Dojc

Comments

[miro]

this issue isn't as straightforward as it seems.

Sure, speed to market is important, but if in the process one loses sight of the core message of the brand, then you run the risk of being "many things to no one"

therefore the point you make about conversational guidelines is important. But how do you ensure that the 'conversations' you are responding to are worthy of a response and that the core 'campaign' objectives are still met . Equally important is having a framework to known when not to respond.