CMO: We want you to get bloggers to write about our site and generate 250K monthly visits through their posts.
Agency: What is your demographic? What is your goal for that traffic?
CMO: We want them to spend money on the site, and we want to see how much traffic social media can generate.
Agency: What support will you give to your "experiment"? Does your budget include search engine optimization? PR? Google advertising? Company blog? Advertising on targeted blogs? A forum? An interactive website? Content sponsorship? Sponsored blog posts? Videos? Print advertising? Email campaign?
CMO: Those cost money. We don't have budget available for any of those.
Agency: Who on your staff has this campaign as his/her full-time responsibility?
Agency: What other marketing tools can we employ? Can we create a blog? Facebook page? Flickr group? YouTube videos? Twitter? Can we participate in social networks including Friend Feed and other online communities?
CMO: Our legal department says we cannot allow people to write on the wall on our Facebook pages. We can't participate in Twitter because everything we say has to pass through legal first and approval can take several days. So any site where we are expected to engage in public conversation would be out.
Wednesday, March 18, 2009
How Very Familiar...
It's interesting how work conversations can be so similar even across the other side of the globe. Take this quote from my latest newsletter from AdAge Digital (full article here):
I get that a lot not only from clients, but sometimes from the people I work with in the agency. It's sad how everybody's talking digital, but only a few want to step up and put their budgets and their guts on the line. These are the times I'd love to say, "Look, if you don't want to risk it, then this conversation is over." Sometime I do.