tag:blogger.com,1999:blog-24784219.post2224698012944469546..comments2024-03-06T03:58:39.540-06:00Comments on The Viral Garden: Say, what if we tried that 'conversation' thingie?Mack Collierhttp://www.blogger.com/profile/02723628321171539590noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-24784219.post-4918175609204304602007-08-27T19:42:00.000-05:002007-08-27T19:42:00.000-05:00The hard thing is getting past the question "how d...The hard thing is getting past the question "how does this drive sales?" <BR/><BR/>Conversation is a great way of making things happen indirectly, but brands need their agencies to tell them how to make things happen directly.<BR/><BR/>More TV ads = more people buying product X... or at least that's what ad reps will tell you.<BR/><BR/>Social media is MUCH riskier. The rewards can be higher, but the risks are higher as well. If a brand manager / CMO / director of a global megabrand can't answer the question "what's the direct ROI?" then they are never going to bite on social media.<BR/><BR/>As practitioners, I think we need to move beyond the vague expressions of indirect value, and learn to sell the ideas is real business terms. Your formula is a good start, and as more case studies arise, we'll be much better equipped to sell the big boys on a completely foreign strategy.Anonymousnoreply@blogger.com