Agency generated ideas are the jumping off point - crowd sourcing the response is where the magic happens.
Just look at Facebook. If it's done honestly with passionate people on board, it's the secret to astounding success.
I totally agree with Gareth and would add that having a really solid plan that you're not at all attached to, so that you can experiment as the engagement develops, could create magic.
That is such a good point, Thomas! It is the structure of the traditional agency that insists on the distinction, since it relies so heavily on taxonomy in practice and philosophy in order to feel in control.
Traditional and new media is in the process of melding, so there's no way there days are numbered. New media depends on trad media, still. It's an evolution. The days are numbered for the traditional media marketers, companies, whatever that refuse to 'go with the flow'. Those who resist, usually out of pride and insecurity, will lose.
There are so many problems with what Netflix did, but you never know - maybe it's brilliant, except... if the lack of due diligence w/ the Twitter account is any indication, then no one over there is thinking. Sounds like the classic case of decisions being made by committee by people completely out of touch with what's happening on the street.
Obsessing over consistency shows a lack of confidence. The more a brand believes in itself because it knows it's authentic, the more it's able to reinvent naturally, in a way that makes sense. It all happens for real...
I'm so surprised at these stats. The conversation is so much more important. And overmanagement of that conversation is disastrous. Imagine managing real life conversations like that? You end up w/ no friends.
The fundamentals have totally changed. It's not a broadcast but a conversation. Can't imagine a bigger change...
50/50. Winners will be the guys who can do both, equally.
Makes sense. Without content you don't need policies or customer service.
... there are going to be some big winners, just very few. The cool thing is it's a true meritorcracy. The winners are / will be the ones who engage honestly. That's awesome news for the future.
The thing is, we are at a time of revolutionary change. It's just that most people cannot adapt to the change, since the change requires authentic, personal behavioral changes - not systemic, organizational changes.
If you genuinely intend on real conversation with your user / customer then you have to surrender control of the conversation and just engage. Imagine what it's like when you try to control a conversation in real life - it's completely anti-social - do it enough and no one wants to talk to you. Just remember the same social rules apply online as off. Share, listen, be nice, don't lie and you'll be all set.