It's not what you say, it's what you do:

When you start a new business like ours, competition doesn't just come from good companies. Some pretty shabby ones try and get in on the act too. Which is why we think one of the biggest commodities to be traded in the world of Web 2.0 is 'Trust'.

A good question from Marketing Directors, for any agency operating in this new space is: 'Don't tell me, show me'. (In order to differentiate those who talk a good game, from those who actually deliver.)

For example if a consultant suggests you have a blog, ask to see their's first.

Somebody recommends podcasting, what can they show you to underscore their thinking. If they wax lyrical about wiki's get them to show you some.

(Better still get them to put one up for your brand. Wouldn't you like to see everything you stand and work for up in the online equivalent of the Encyclopedia Britannica?)

Of course, with new marketing techniques and ideas cropping up almost weekly, not everybody will have killer metrics or credible case studies to convince you, but at the very least they should 'know a man who does', or more pertinently show you someplace online where their recommendations are already working.

And of course be as open as possible about what is possible. (If you know what I mean.)

Trust has always been a basic requirement of any business relationship. But now, with so much new stuff out their, with more need for open-ness in marketing, with more consumer-generated media, citizen journalism and brand transparency, trust from all parties is more vital than ever.

Comments

[Mike]

Iain, thanks for the comment.

You actually touched on something I was going to put in the post, but in the end decided to leave out.

We did something recently that was a good example of one of those 'terrible interactive' interactive ideas to which you refer.

A pal of mine asked me to help him promote a product, I rushed out what proved to be some truly dire, unthought out stuff on YouTube.

But a real good example of upload in haste repent at leisure.

It was honking. An embarrassment to all.

Shouldn't have done it.

But in a strange way, the best way for me to find out not to do it, was to do it.

To keep learning about all this new stuff, but to swear not to make the same mistakes again, as our understanding grows.

I like to think of it as our Agency.com moment :-)

Gone, but certainly not forgotten.

But because this is an amazing time to work in advertising and marketing, we all get the chance to be great, if we keep looking at how things work, keep plugged into the feeds, keep talking and then doing as we try out the new tools- on the back of (hopefully), interesting and solid good old-fashioned creative ideas.

Really enjoy your blog by the way, and for what it's worth from me, I think the Poke work rocks.

all the best,

Mike.

[Iain Tait]

You're spot on. There's too many people running around giving it the big 2.0. And not understanding any of it as well as they ought to.

They sound convincing when they start taking: blogs, user generated content, podcasts, flickr. etcr.

It's amazing how many terrible 'interactive' ideas can be halted just by asking the simple question - "Would you do it?".

9 times out of 10 the answer is, "well... no... but other people would... wouldn't they...?"