Comments on: The Destination and The Conversation

By: A mildly popular blog’s stats laid bare / we are social

A mildly popular blog’s stats laid bare / we are social — Thu, 28 Jan 2010 21:48:35 +0000

[...] Other engagement measures and distribution factors We’ve looked at how many people are reading We Are Social’s content, and how much of it. However, in the era of social media people are doing a lot more than just reading content, by subscribing, joining, following, bookmarking, tagging, sharing and/or commenting. These actions all indicate higher levels of engagement than just reading alone, and are major factors in the distribution of content. Forrester made this idea famous with their Social Technographics Ladder, and PostRank have put measuring this sort of engagement into practice with their PostRank methodology. PostRank have also shown that engagement is increasingly happening offsite, out in the wilds of social media and it’s important to remember often the engagement is relevant in isolation of the content. [...]

By: The best of the We Are Social blog, 2009 / we are social

The best of the We Are Social blog, 2009 / we are social — Fri, 01 Jan 2010 03:06:01 +0000

[...] The Destination and The Conversation A detailed look at Nick Burcher’s valuable Destination and Conversation model for media planning, along with a critique around some of the detail. [...]

By: Nataliya Deleva

Nataliya Deleva — Sat, 24 Oct 2009 04:41:50 +0000

Very interesting post, Robin, thanks for writing it. I think introducing “conversation” is where the listening starts, and not just talking. The two-way communication model is far more important… and beneficial.

By: Nataliya Deleva

Nataliya Deleva — Sat, 24 Oct 2009 00:41:50 +0000

By: professionalwebdesign

professionalwebdesign — Wed, 07 Oct 2009 16:22:57 +0000

This is really very informative post about destination and conversation. we can get best conversion from social media site….

By: laurenfisher

laurenfisher — Thu, 01 Oct 2009 21:49:51 +0000

This is a really interesting blog post and it challenges us all to think about the ultimate aim of a campaign. If we start a conversation about a brand, can we deem that a 'social media 'success? Does the conversation need to have a positive sentiment to be a success?
We're all being challenged to rethink the metrics of success and this requires a brand new way of thinking. Data capture is increasingly becoming a focus of marketing campaigns, but maybe we should look at a friend or follower as having the same (more) value than an email address.

It's down to the individual marketer to determine which is the 'destination' and it's how we choose to engage with the community that drives how we get them there.

By: Tales from the microsite crypt: the rise of social zombies

Tales from the microsite crypt: the rise of social zombies — Wed, 30 Sep 2009 23:17:46 +0000

[...] that for a buzzword?). The social web is also about brands creating a sustainable presence on conversational destinations and managing the digital footprint for the long run (Google doesn’t forget). Once a campaign [...]

By: Nick Burcher

Nick Burcher — Tue, 29 Sep 2009 09:50:33 +0000

The model is designed to show the optimum way that Destination and Conversation strategies can work together. However, I think it is still the exception rather than the norm to see both Destination and Conversation integrated to form a single strategy. For the time being it is more likely that there will be two different styles of campaign – with activity either built around a Destination or a Conversation. You can therefore draw a line down the centre of the chart and still have a workable framework for either.

There still has to be something that the Conversation is based on though. This, as you say, may not necessarily be a 'Destination' in it's truest / traditional sense, but Conversation does need an anchor (a focal point) before it can be amplified and spread.

By: lbrynleyjones

lbrynleyjones — Tue, 29 Sep 2009 06:47:16 +0000

Destination/Conversation is very much akin to the Inbound Marketing mantra of companies such as Hubspot – i.e. publish, optimise, share. The point being, your homepage is no longer your home. You need to be wherever the conversation is. Hubspot are more brutal about getting results from this than most. I'd recommend watching their spoof rap video, “Baby got Leads”

By: Content Channel

Content Channel — Mon, 28 Sep 2009 23:26:30 +0000

An Advertising Destination designed to facilitate, support and amplify the Conversation and Social Interaction – that can indeed be the key to future ways to create and promote brands. Engage instead of seat and look, ongoing interaction instead of passive media comsuming.