Eric Weaver

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Eric Weaver commented on Early Peek Tribalization Of Business 2009 Really great work, Francois!! Thanks for sharing! 6 months ago
Eric Weaver commented on TRUST DRIVES TRANSACTIONS: Why Marketing Must Go Social Thanks, everyone! @pkward: great observation. My main point is that social marketing allows brands to leverage existing trust rather than buying trust, and most marketers, IMHO, still don’t get that. The big challenge is identifying ROI in the soft drivers surrounding social tools. Some are making progress but still have a long way to go. I’m working on the trust drivers-n-metrics part now. :) 9 months ago
Eric Weaver commented on TRUST DRIVES TRANSACTIONS: Why Marketing Must Go Social FOR FULL SPEAKER NOTES, please click the "More" link in the description area at upper-right. 10 months ago
Eric Weaver commented on Advertising is Dead brilliant, perfect, wonderful, love it, sehr gut! Schöne Grüße von Seattle! - Eric Weaver Brand Dialogue 10 months ago
Eric Weaver commented on Twitter- What’s It All About And Why Should I Use It? This looks great, Warren - nice job. 2 years ago
Eric Weaver commented on The Shrinking Brand - Marketing in a Small World We’re on the same wavelength. Well done. 2 years ago
Eric Weaver commented on Social Architecture: Modeling the Next Generation great preso...wish there were audio. you might want to correct your spelling of "nemesis." :) 2 years ago
Eric Weaver commented on Word-of-mouth: a strategy or an outcome? really fantastic presentation, well done. 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "One of my favorite sites: Profilactic. This can aggregate all of your online activity in one place. What if this became automated? I can subscribe to all the blog, podcast, post, etc., activity of a person. What are the ramifications? Think about that." 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "Also new on the scene are Reputation Aggregators. You may or may not have your reputation scored automatically. What if someone else claims your profile and destroys your reputation? Be aware that these sites are here and that you can and should claim your ’reputation.’ Personally I believe that a lot more business will be done with companies that have transparent actions, histories and reputations. Might as well dig in now!" 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "Here we have one of our attendees: Don Low of Horton Lantz and Low. This is a page that was automatically culled from various sources on the web, and has been presented as a biography and record of Don Low. What if the engine grabs articles that AREN’T about Don? What if they’re about a porn star named Don Low? These profiles are being aggregated now and you need to be aware of this. So do your clients." 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "Some interesting future trends that I think are rearing their heads now are Identity, Reputation and Activity Aggregation. In other words...how do you claim information online that is truly about you? How do you manage your reputation when anyone can say anything about you? And how is that impacted by the fact that more and more of your behavior is being archived, found and can be subscribed to?" 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "Regarding internal alignment: provide your clients with lots of research. Show them hardcore business cases, and how the low spend got high buzz. And this one is important: many brands don’t have a solid brand strategy worked out. If you don’t have an initial brand strategy and messaging platform worked out before you go to market, how do you know when consumers are running your brand off the rails? You need something to present to the market so they can react, rather than being a non-entity. And whatever you do, don’t pander to consumers. They can smell it a mile away." 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "This is one of my favorites. Ireland’s budget airline, Ryanair, decided it would be a good idea to drown their passengers in ads, just like on the bus. What was funniest about this was the press release, which talked about how this was ’exciting" and created an ’uncluttered, relaxed and comfortable environment.’ THAT IS SOME DAMNED TASTY KOOLAID! As they say in Ireland, ’Jaysus.’" 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "I wanted to share some examples of ’addled advocacy.’ An AMA seminar I sat in focused on how to get your email marketing programs past filters that customers deployed to prevent email marketing efforts, insisting that you could build relationships by bypassing filters. (!) A huge fast-food chain worked with TiVo to turn off fast-forwarding during commercials. In other words, the CUSTOMER has purchased tools to circumvent INTRUSION - and you’re locked in a battle with them. It’s like shouting in someone’s face and when they cover their ears, to pull their hands away. Outrageous. And there’s the mega beer brand (crappy beer by the way) that apparently used their relationship with an affiliated credit bureau to track down opt-outs and RE-OPT THEM IN. Emmm..are we building those relationships yet?" 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "Regarding dialogue: clients MUST be where the prospects are. Make sure your efforts can be found through search. Dedicate resources...hire junior staffers to monitor and engage using strict ground rules. Help clients predetermine their "action boundaries": when do they speak out publicly? When do they remain silent? What if they get a particularly nasty troll - how do they handle them? Strict ground rules. There are tons of automated tools out there to help you listen to the blogosphere. Coach your client on how to use them. Realize that by engaging in social media, you’re engaging with future customers, not just current ones." 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "Five ways to empower your client: first of all, be their Tony Robbins. Encourage them to try. Show them the low cost of experimentation. Next, help them reposition themselves within their firm. Marketing has taken a beating over the last few years. We often have the largest programs budgets, yet demonstrating clear ROI is often challenging. Help the management team see Marketing as the primary bridge builder between company and customer. These channels are AWESOME for feedback and research. Help keep them from trying social media JUST to validate existing strategies...get them to see it as a customer petri dish. And help them "get" that monologue is dead. They must dedicate resources to dialogue: community managers, outreach marketers, cause marketing efforts. Make sure they’re listening and not just paying lip service. Finally, help them create internal alignment by creating education programs about these channels that they can champion internally. Help them look like a rock star." 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "You’ll hear a lot of questions from curious clients. Should we be on MySpace? In Second Life? I’ve heard about Facebook strategies...do we need one?" 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "Many clients will look at social media with a very limited lens, often that involves teenage children on MySpace or self-indulgent bloggers. They don’t know any other way to try to generate awareness or leads, and will be averse to trying new channels. That’s where you come in. You can demonstrate innovation and forward thinking, and they can more fully engage their markets. And the best news? When customers realize they’re not being played, they will become advocates - extensions of that company’s sales force. The brand can be extended WITHOUT extending spend." 2 years ago
Eric Weaver commented on Social Media and Advertising: Ad Club 10/07 Eric Weaver: "That means that our traditional approaches to marketing must be reexamined if we want to have effective marketing spend. Intrusive methods should simply be put out. Our prospects are completely distracted, inundated in information, and asked to do a lot with a little. Do we really want to be selfish and interrupt them again, pushing our messages in front of them? Is that "client advocacy"? Selfishness, dare I say, leads to a loss of trust. A loss in trust leads to a loss in transactions. As agency folks, our job security is tied to long-term demonstrable value. Clients are risk averse. So how do we help them? Get them to understand these shifts and how their agency can champion them as honest, authentic advocates for the consumer. Let’s look at where they might get started." 2 years ago

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