Fluent: The Razorfish Social Influence Marketing Report Fluent: The Razorfish Social Influence Marketing Report : Page 2A Letter from the Razorfish Global CEO Your audience is skipping your TV spot with a DVR. They’re talking about your product on Twitter. They’re chatting about you on Facebook. They’re searching for you on Google. In a world that is increasingly empowered by social media, connected by screens, out of your control and enchanted by innovation, all that matters is the story your customer tells about your brand — your brand’s value, in 140 characters or less. Is it a good story? A bad story? Or just no story at all? We respectfully suggest that what you say — or your agency says — about your brand or your product matters less than what your customers say about you. And what matters most to them is what your brand does. Does your product delight them? Does your service annoy them? Are you useful and new, or boring and difficult? Forget the funny tagline or the award-winning TV spot — what does your brand do for your customers? If the answer is “I don’t know what you’re talking about” or “Not much,” then you can stop reading now. But if you’re interested in brand innovation, if you’d like to transform your brand into a new set of products, services and experiences, if you’d like to get your brand to stop talking and start doing, then Fluent: The Razorfish Social Influence Marketing Report is for you. Read on. Then let’s do something worth talking about. Bob Lord @rwlord 2 Publication List |
