Yes, maybe it’s time to Define The Relationship. Because that’s what it is now: a relationship. Oh, it was one before, but it was a one-way relationship. Abusive, even. And now all that is changing. The power is shifting. But it starts with companies and their customers defining that relationship. Because, I gotta tell ya, what works for one relationship might not work for another. Tools, interaction, who controls what part of the message ” they are all up in the air. And the middle ground is definitely a lot about balance and compromise.

The sad thing is, that most of the companies out there don’t want to talk about the relationship. They think everything is fine (even though they can tell something’s just not right). Some even think they have already had the DTR talk ” even though they haven’t.

Sound like anyone ” I mean, any company ” you know?

The front page of today’s Marketplace section of the Wall Street Journal includes an article entitled “Selling TV like Tupperware” about AT&T’s strategic launch of the Web-based television service U-Verse. They are beginning in San Antonio, TX (currently Time Warner Cable territory) and getting the word out through a series of house parties where guests can view their service and Time Warners side by side on 50″ TV screens.

The first round of parties were held by enthusiastic employees (a good place to look for evangelists who are both passionate and credible) and have produced strong results - some folks signed up for the service on the spot. The next strata of these parties, however, will be thrown by what the company is calling “Navigators”. Here’s a quote from the article:

“AT&T’s local marketing teams are burrowing deep into communities to find neighborhood leaders to pitch its new service. They have come up with a list that includes Sunday school teachers and other “navigators” or trend-setters whose opinions are sought out and valued by neighbors”.

And who, you ask, is laying out the strategic blueprint? Republican strategist Matthew Dowd who used this tactic for Bush in Ohio for the 2004 election. The article goes on to state that the navigators will get some sort of compensation for holding the parties but the exact form of that has yet to be decided.
Our question to you, gentle reader (or Mr Dowd if he is reading): Do you look to the same types of “navigators” to get information about television service as they do how to vote? I could be jaded from working in the tech industry for so long, but I tend to think that I wouldn’t lend much credence to what my kid’s Sunday School teacher tells me about technology service. Especially if that isn’t in his or her background and I know they are being compensated. This might also make me de-value other types of advice they may try to offer me.

Keep your eyes peeled for how adoption of this new technology spreads. Or doesn’t.

Spike’s previous post made me re-visit my notes from WOMBAT. So, I’ll throw my two-cents worth in the mix.

Ed Keller of Keller Fay threw out a bunch of interesting numbers but one really caught my eye.

Who is an opinion leader today? 68 percent of respondents of the Edleman survey said: ‘A person like yourself or your peer’ as the most credible spokesperson about your company.

Why did this get my attention? Working on a recent project we asked this same question to potential brand ambassadors. It became a heated discussion, most of it centering on the like or dislike of Oprah. Just four short years ago this was not the case we had almost unanimous consent on the same exact discussion.

Gary Stein. Ammo Marketing.

Commandment #2: ‘Sweateth the small stuff.’ Like taking things out of the box. We recently got a new 17inch MacBook Pro laptop at BOF (Virginia secretly hates the thing) when it arrived Justin ran over to witness the opening of the box because he loves that Apple smell.

Jackie Huba. Church of the Customer.

I’ve been fortunate to see Jackie and Ben present quite a few times. And she knocked this one out of the park. Jackie took WOMBAT on a tour of YouTube and the Snakes on a Plane phenomenon.

Finally who do I always enjoy seeing present? Ted Wright of Liquid Intelligence. Ted is a storyteller and the Tiger beer story is a great one.

There were a lot of great lessons last week at the Word of Mouth Marketing Association’s Basic Training 2 in San Francisco. And while you can read the full coverage here, I’d like to touch on two short, important soundbytes that I heard while I was there.

‘We save our best ideas for our paying clients.’ Julian Aldridge, AMMO Marketing
This is a quote that I heard in a rapid-fire, ten-person panel that gave the audience 43 applicable WOM ideas in 45 minutes. I don’t know what it has to do with word of mouth marketing specifically, but the idea is exactly what we believe as a company: no spec. When a potential client asks you for spec, they are asking you to give away the only thing you have to sell. And that’s just bad business. The good news is that this tide is beginning to turn.

‘Advocates can create buzz. Buzz can’t create advocates.’ Kathy Baughman, ComBlu
Kathy sat on a panel that talked about turning customers into advocates. And this one basic piece of advice was a great takeaway. Just a simple reminder that all the advertising and PR stunts in the world can’t create loyal, loud customers. So why are you continuing to try?
Thanks to Andy and the WOMMA staff for yet another great gathering of kindred spirits.

Okay, I know it’s a little uncouth to ask that, but at BzzAgent’s MBA last week, I met someone who’s aiming to change that. Jeff Taylor, former CEO of Monster.com, is about to launch eons.com - a portal for 50+ baby boomers and seniors. Their aim: to “celebrate life that begins at 50, inspiring a generation of boomers to Do More, See More, Learn More, Be More on their way to the reachable goal of living to be 100.” I can’t share the details of the endeavor (and there are some GREAT details)… but let me just tell you… I almost wish I were 50 so I could join (almost)! I look at the 50 somethings… the 60 somethings… even the 80 and 90 somethings I know (hi Grandma, Grandpa and Uncle Jim!), and I see vibrant, exciting people. I love that Jeff is seeking to build a community for those exciting people that will allow them to wear their age like a badge of honor.

Keep your eye on this one… I think it’ll really be something to see. What a great opportunity not only to engage but to elevate his audience. There’s a lesson there, eh?

By the way… the launch date is July 31st… and I’m signing up my parents.