Jeremy Morris

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Jeremy Morris

Understand & Serve

Jeremy spends lots of time thinking about how agencies can grow in the new customer-powered world we live in. Strategy, focus, and digital expertise are a few important watchwords. Agencies that can check those boxes are on their way. But it's probably not enough. In this world there are two types of people. Farmers and hunters. There are many of the former and very few of the latter. But without a great hunter no agency, however smart, will grow. Jeremy helps agencies put all the pieces and right people together. Call him at 586-945 1423.

Building A Community Around Your Blog: Part 1

0 comments 773 reads

Posted on 2010-12-10

If you want your company to be known as an expert online you need to earn attention and credibility among the folks you want to engage with. The best way to do that is to start a blog – packed with relevant, compelling information that demonstrates passion and a unique point of view about your chosen subject.

OK, check. Now what. How do you actually get someone to notice what you have to say? Answer: by using a mix of social media tools that help you let them know that you’re out there.

The tools you use will depend on the nature of your subject matter and the people you want to engage with. Plus remember, social is exactly that. Succeeding in social media isn’t about a one-way broadcast of your stuff, it’s about participating in an on-going conversation that’s already occurring.
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The Razorfish 2010 Outlook Report: 5 Reasons To Expect More

0 comments 3,546 reads

Posted on 2010-05-25

This is a really unfair post. Razorfish just published their 2010 Outlook Report. I think it’s a disappointment and I’m going to tell you why. So why is that unfair? Because they took the time and energy to write it and I didn’t. Instead I’m going to sit on the sidelines and carp.

So first off some deserved props. Razorfish should be applauded for publishing the report each year. It’s always a well-written, nicely art directed piece, and comprehensive as these things go. It’s also become a bit of an ‘event’ in the space. Presumably their clients like it too – it’s nice to know your agency is a widely acknowledged thought-leader in the digital space. And….that’s it.
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Brands Are Dead. Reputation Is King

0 comments 2,112 reads

Posted on 2010-05-21

Doc Searls (he of Cluetrain Manifesto fame) has a great post up called Reputation vs Branding. His premise is that the idea of branding is dead and that what’s really important is the sum total of a company’s reputation, established over years, and held in the minds of customers.

I completely agree.

Branding was a useful tool for an age where marketers needed a device to represent all the hooks and aspirations they were trying to communicate through command and control marketing and advertising. Those days are over (which is different from saying traditional media is dead).

The reality now is that consumers and customers are now creators and sharers of opinion about every company under the sun, and they have access to a virtual ocean...

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Lipstick On The Pig: BP’s Teachable Moment

0 comments 1,501 reads

Posted on 2010-05-19

Ogilvy Public Relations Worldwide (Jeez you’d think these guys would have learned a bit about crisis management by now) still has a very pretty blurb on its website about the work it did back in 1999 to help rebrand the oil company BP.

Quote: “Our recommendation was to position BP as a new type of global energy company — one that confronts difficult issues like the conflict between energy and environmental needs and takes action beyond what is expected”.

Which makes it sound, possibly erroneously, definitely hubristically, that the whole idea of creating the Beyond Petroleum ‘brand’ for BP (this went way beyond a tagline) was invented at Ogilvy. In other words this very wonderful idea didn’t come from inside BP. Of course this could be wrong. Lots of agencies...

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Cisco’s Social Strategy: Customer Engagement Isn’t Enough

0 comments 1,328 reads

Posted on 2010-05-18

As customers and consumers become more active in social media, they’re gaining access to the wealth of constantly evolving information that resides on the web and increasingly contributing their own knowledge of brands, products and services. At the same time millions of businesses – big and small – are dipping their toes in social and trying to figure out a) how best to mine the customer insight they find there and b) testing the water with various initiatives that typically fall into three categories:
1) Social network activity (Tweeting, FB fan page, etc)

2) Blogging and/or influencer programs

3) Customer community development and management

All of which is great. But it’s also only one side of the social media coin. Outbound activity that focuses on engaging more effectively with customers in social is...

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3 Lessons For Successful Co-creation

0 comments 1,947 reads

Posted on 2010-04-16

Crowdsourcing and co-creation are two major buzzwords in social media circles and for good reason. The network effect of social enables companies to engage with consumers and customers in ways that might radically accelerate innovation and creativity – and drive WOM, loyalty, market-share and profit in the bargain.

Lots of experiments are taking place and the jury is still out. But recently an article in Businessweek caught my eye as an example of co-creation done right. Unilever, working with Face, a London agency that specializes in co-creation, assembled a team of 16...

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Social Is Useless If You Have Nothing To Say

0 comments 1,202 reads

Posted on 2010-04-06

One of the core beliefs that underpin Understand And Serve is the need for companies to stand for something that transcends the usual corporate mission of maximizing profit. Previously we’ve talked about a bunch of companies that fall into that category including Apple and USAA.

We live in a world where people now seek out brands that meet their worldview as well as providing great, relevant products and services. They look for brands that behave ethically and sustainably, that treat their employees and suppliers well, and whose philanthropic instincts and activities match their own.

But more than that, people are moved by companies whose vision encompasses a clear passion for the sector they serve and the consumer...

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Comfortably Numb: Too Many Companies Still Aren’t Listening

0 comments 1,469 reads

Posted on 2010-03-25

Hello. Is there anybody in there?

Just nod if you can hear me

Is there anybody home?

If that’s a consumer asking the question they might have to wait a while for a reply at least according to a recent Alterian survey of marketers Are You Ready To Engage? Amazingly, barely 1/3rd of companies surveyed indicated they intend to listen to consumers by investing in social media monitoring in 2010 (see below). The same survey also reported that 66% of marketers intend to invest in some sort of social media engagement activity in 2010.

In which new marketing techniques are you investing or plan to invest?

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Case study: Why ad agencies make horrible marketing partners

0 comments 1,467 reads

Posted on 2010-03-22

Last week Sir Martin Sorrell gave an interview in the WSJ India. In it he discussed his thoughts and attitudes towards social media. Money quote:

“… [social media is] not a medium that really lends itself to commercial exploitation…The more you try and invade it with commercial messages, the more at risk you are.”

On its face of course this statement is correct. Despite the most fervent desires of their owners, consumers have resolutely rejected the idea of receiving commercial messages within social networks.

But I think there’s a more interesting (and unintentional) point Sir Martin makes with these comments. Ignore for a moment the...

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A Spend Strategy Even Your CFO Will Love

0 comments 1,151 reads

Posted on 2010-03-11

Strategy sets direction in which a company wants to go. The key is to develop a strategy that accounts for consumer and competitive realities and then communicate it to all stakeholders. It can be formal or informal, very detailed or simple, but without some sense for who you are and what you are providing as differentiated value in the marketplace, companies inevitably lose their way and advantage in the marketplace. Strategy is essential.

As the economy continues its struggle out of recession, there is a wide call for new strategies that will drive top-line growth. Couldn’t agree more. Strategists, academics, bloggers have all opined that you can’t cost-cut your way to growth. No argument. But in these skinny-times let’s not overlook another constructive argument for strategy: Strategy Saves Money. And by...

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