Amy Marshall, Partner and Chief Reality Officer of Webbed Marketing, presents on How To Use Social Media To Drive Your Destination Business at Hocking Hills in Ohio.
12. What do you believe? (source: The Open Brand) Companies use marketing to control their message Customers influence the messages marketers send Companies own and orchestrate the brand Customers co-create the brand Feedback only happens when brands invite it Customers give feedback, expect to be heard and make noise if they’re not Ideas that matter come from the brand Customers have ideas that matter to other customers The web is for extending campaigns (if there is leftover budget) Customers start with the web or end with the web – and increasing do both Online chatter is white noise Consumer online chatter is a crystal ball and a sounding board Bloggers are amateurs who should stick to their day jobs Customers trust bloggers as the new tastemakers and truth tellers
