Live blog News Social business

Customers don’t ♥ campaigns

I’ve moved over to the other stream at the Social Media Influence conference in London and continuing my live blog: this is the main conference stream (entitled “Social Media Influence”) – focusing on marketing. It’s not necessarily my main area of interest (nor that of this blog) but I’m interested in the crossover between external and internal comms, especially when it comes to management behaviour. Also, I really want to hear Anthony Mayfield talk as we were meant to meet up yonks ago when we were both writing our books, and didn’t manage to get it together.

12pm: Antony Mayfield and Ruth Speakman are on stage talking about “Beyond Campaigns”. This session is structured more as an informal chat than a panel discussion with presentations. The theme is down to the fact that while advertisers and marketeers might see their work in terms of campaigns, customers don’t see their relationship with a brand that way. Anthony: more people turn up to the M&S fan page on Facebook because they love the brand rather than down to one particular campaign.

12.05: Antony: The sound of an industry that is dying is when it keeps saying “we’re not dead”. You look at the cost of one TV spot and think what else you could do with that money.

12.14: Antony: social media is natural, human and a good way to experiment. It’s very unambitious.

[Close of session – sorry I only got the last few minutes of that one!]