A brief Roundup this week. Firstly, we had dozens more members join this week, so "welcome" to everyone who has joined since we last said "welcome"!

Secondly, good to see everyone at the Dog and Duck in Soho, London, on Wednesday, including Ted Shelton and Marissa Root of The Conversation Group over from San Francisco, courtesy of Mark Adams.

And lastly, a quick heads up re. another London event, this time hosted by Deloitte on the impact of convergence on advertising, 4th June, chaired by yours truly. See you there?  And if you're running a meetup, let us know and we'll plug it here in the Friday Roundup.

Best regards, Philip and the MarCom Professional team.

Conversational Marketing - Should You Believe the Hype?

by David Knowles of

You hear a lot of buzzwords and phrases in our fast paced marketing world. But one that’s continuing to gather pace and fans as it rolls into boardrooms is that of ‘conversational marketing’.

Everyday we form relationships through the things we say and the way we respond to those said by others. With it so important in the real world, it’s unsurprising that marketers are eager to adopt adopt a conversational approach to engaging with consumers.

The idea of marketing being a ‘conversation’ More...

Thinking Digital: Exploring new publishing models

by Stephen Waddington of Speed Communications

Wired deputy editor Ben Hammersley joined the ranks of speakers at Thinking Digital this afternoon that have called time on the traditional publishing model. “[The premise that…] people won’t pay for content is a myth propagated by big media. The reality is that people won’t pay for their media anymore,” he said.

Hammersley said that consumers will pay for quality, crafted content pertinent to their personal interests.

“Content publishers need to stop chasing numbers and pursue quality, elegance and craftsmanship instead. More...

Reviving the Traditional Press Release

by Brian Solis of PR 2.0


The press release is over 100 years old and for the most part, its evolution is mostly stagnant for the majority of its lifespan. However, the press release has evolved more in the last decade than it has over the century thanks to the proliferation of the Internet and most notably, the Social Web. The tired and oft disregarded press release is finally tasting reinvention as it transforms to chase the new channels of influence as well as adapt to the rapidly shifting behavior of content discovery, consumption and sharing. More...

Community managers - This season's must-have accessory

by Vero Pepperrell of Vero Pepperrell

This year’s must-have accessory for any business or marketing team seems to be a community manager. Over the past two weeks, I’ve had nearly a dozen emails - either direct or via LinkedIn - from companies who were calling upon my network to find Social Networks Managers, Community Relations Executives, etc. [If you're of the right breed, skip to the bottom for information] I couldn’t help but think about how much things have changed in the past few years.

What’s it like being a Community Gal?

I don’t care what fancy title a company makes up, I’ll always boil them down to being the Community Gal/Guy. More...

Volkswagen Tiguan mobile advertising case study

by Andrew Grill of Gigafone

At the Mobile Advertising 2009 conference in Amsterdam last week, we were treated to an eye-opening presentation from Jens Klitzke, who is Head of International CRM Programs, at Volkswagen.

Jens walked through an excellent case study surrounding the launch of the Volkswagen Tiguan.

Basically, they built a “long lead” marketing campaign to promote the launch of the new Tiguan before the car even existed - using the web and mobile.

A quick summary of Jens’ presentation is below, and you can see some of his slides on Flickr. More...

Free of charge is the future for online business

by Graham Jones of Internet Psychology

People will not pay for the services you provide online. That's the stark conclusion you could draw from a new survey which looked at whether or not people would subscribe to popular internet services, such as YouTube, Wikipedia or the BBC iPlayer. The survey found that the vast majority of people simply will not pull out their credit card to pay for material they already get free of charge. The biggest proportion of people prepared to pay was 25% for the BBC iPlayer, but only 2%, for instance, would pay for Twitter.  More...

Anti-Starbucks filmmakers hijack Twitter marketing campaign

by David Meerman Scott of David Meerman Scott

Simon Owens points us to a fascinating example of what can "go bad" on Twitter. The instant, always-on aspects of Twitter can make a well-organized "campaign" take off in an unintended direction. Check out Simon's blog post Anti-Starbucks filmmakers hijack the coffee company’s own Twitter marketing campaign to learn how an anti-Starbucks filmmaking group hijacked the Starbucks hashtags developed for a multi-million dollar marketing campaign and forced the company to abandon the contest within hours after its launch. More...

Guardiantech: 564,698 Twitter followers: 0.4pc (or less) click through rate on links

by Andrew Smith of escherman

The Guardian Technology Twitter account has 564,698 followers (as of lunch time today). Helpfully, they use bitly as their URL shorterner of choice for distributing links for Guardian news stories and blog posts. Which means anyone can see the click through rates for any given link. Looking at the last week or so, the highest I’ve found so far is around 2.300 for this story.  Generally, the click through rates are around the 1,500 mark. So – even with a huge bunch of followers, the click through rates for links put out by Guardiantech on Twitter are around 0.4pc or less. More...