The Myth of Control

October 21st, 2009

223776150_5f685300b4Got this great email from Bronwyn Hargraves, who’s a marketing officer at Aoraki Polytechnic, as well as an avid fan of iJump (thanks, Bronwyn!). There’s a great insight in here:

“We were having a discussion in marketing class yesterday about promotion, control and communication…. and it got me thinking!

Companies often don’t jump in to social media tools because they are worried about control. They prefer traditional advertising media – tv, billboards etc because they are seen as the safe controllable option.

Yes, you have control of the message that goes out to your customers, or partners but how much control do you have over how that message is received? Was it received?

With mediums like social media, sure there is no control over what messages you may receive back, but this feedback gives you the opportunity to check if your message was interpreted as you intended, and if it wasn’t, you now have an opportunity to respond back. This will ensure an area of shared meaning is established, and ultimately gives you more control over your advertising.”

Thanks again Bronwyn, for your ideas as well as your avid fan-ship of our updates! :)

Is Bronwyn right? Does letting go actually give you more control? We think so, but we’d love to hear your experiences in this area.

(Photo courtesy of renatotarga. Thanks!)

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Is Social Media like alcohol? iJumpTV 65

August 23rd, 2009
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Almost exactly a year ago we met Alex and John from Spin Advertising and Design in Christchurch. They talk about how social media has helped build their sales and extended their networks. A year on, it’s amazing how little has really changed – pick up some best practices in this interview.

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Jump In #20: Geekzone founder Mauricio Freitas

May 4th, 2008

Mauricio Freitas, founder of Geekzone.co.nzWe meet Mauricio Freitas, founder of Geekzone.co.nz, and also a speaker at the upcoming Interactive Marketing Summit in Auckland, May 26th.

Hear about Geekzone grew from an idea to a community to a thriving business and advertising platform.

Mauricio also gives us a hint about what he’ll be sharing at the Interactive Marketing Summit – a case study of how companies can harness the power of community to provide credible, grassroots marketing.

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(Audio) Jump In 10: Ad guy Jerry Beale

February 1st, 2008

Social media is changing everything, including advertising. Today Marie talks with Jerry Beale, strategic and creative director at Radical Alice about:

* What’s changing in advertising
* What marketers can do
* How to get started
* Why Radical Alice no longer has a MySpace page!

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See the video version.

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Jump In #10:Ad guy Jerry Beale

January 31st, 2008

Social media is changing everything, including advertising. Today Marie talks with Jerry Beale, strategic and creative director at Radical Alice about:

* What’s changing in advertising
* What marketers can do
* How to get started
* Why Radical Alice no longer has a MySpace page!

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Next week, Professor Jonathan Schroeder talks about … all kinds of interesting things!

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