Simple Interactive Agency Operating Model

October 4, 2011 § Leave a comment

October 4, 2011. Earlier today I got a copy of the eMarketing Textbook from Quirk, an interactive agency based in Cape Town, South Africa. The text book is an extensive overview of digital marketing practices and currently on its fourth edition. I got wind of it from a source I trust in the industry so I plan to work my way through it over the next couple of weeks.

As I began reading though the introduction by Rob Stokes – CEO of Quirk, I became stuck on the operating model he introduced for the agency about a year ago. Essentially, the agency began organizing around four core functional areas with discrete, but interrelated responsibilities:

  • Think: research, plan and develop strategy
  • Create: build digital assets – web, email, mobile, social properties
  • Engage: driving traffic to assets
  • Optimize: make assets work better « Read the rest of this entry »

How BzzAgent is Reinvigorating its BzzAgents

September 7, 2011 § Leave a comment

9.7.11. I have to open up this post with the fact that I am hoping to join the the BzzAgent campaign for the Kindle 3. However, for a company that does word-of-mouth marketing, they seem to have found another nifty way to create buzz – earning your way in.

Let’s start at the beginning, for those of you that don’t know BzzAgent, they are a word-of-mouth marketing organization. They have a database of BzzAgents, who are everyday consumers, but ones with a penchant for talking about the brands they use. To be a BzzAgent you simply sign up to the site, take some surveys to develop a baseline of preferences, and start providing opinions on products and concepts being tested within the BzzAgent world. Once you complete these activities you become eligible to be invited to campaigns.

This is where the other side of the business comes in. The BzzAgent campaign managers work with brands trying to learn what people like (or don’t) in their products, while trying to create buzz at the same time. The campaigns are pushed out to individuals based on likelihood to  use a product, and if they sign up, they are given access to the product (mostly free or heavily discounted), along with some direction on what to do (host a party, share samples, etc). In doing all of this BzzAgents create social interactions and impressions that influence awareness, sales, product development, etc.

However, BzzAgent just decided to change the game a little. Instead of BzzAgents passively waiting for an invitation, BzzAgent will now be promoting upcoming campaigns and asking people to earn a spot through creating content, sharing a video, etc. If this campaign is good enough…will people do it? I say yes…using this as a case and point.

So…let’s replay the last 25 minutes:

  • I see the link on Facebook and its explanation to WOW them (and “like” it).
  • I follow the link and sign-up for consideration
  • I check out for more details on the Kindle 3
  • I write this post
  • I post to Twitter with a hashtag (imabzzagent)

As for the so-what…this campaign approach is creating great buzz well before the campaign hits the ground. I think it is an inventive way to get people excited about a campaign, insure you get the right people involved, and stretch the limits of when word-of-mouth gets started.

Nice job BzzAgent and Amazon on creating great buzz and stirring the BzzAgent community to act early, and socially, to win a spot.

Now…pick me too!


Why Social Media? For Customer Centricity’s Sake

March 30, 2011 § Leave a comment

March 30, 2011.  I had an epiphany today (yesterday really at this point). It is a simple one based on a comment I heard from a major organization: “I am tired of hearing about social…what is the point.”  Well, here is the point…if you are a consumer focused company than you have to care about social media. Why…85% of American does. In fact, turn the table for one minute…in an era of fairly intense competition why should consumers care about you if you are not willing to “hang out” where they are? « Read the rest of this entry »

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