After the presentation of Best Creative to ABN AMRO/WeFilm , it was time for an intermezzo with a video. The title was ‘A fun day of webcare’ (available online from next Monday, June 15). Cleverly executed by two enthusiastic filmmakers. They had asked people to read some of those webcare tweets out loud. ‘T-mobile can blow me after I pee’. It was the first read-out tweet in a playful series of spitting bile and pissing vinegar on companies via social media. Saying it out loud is confronting and rightly so. ‘Don’t let everything get to you’ was also one of Diederik’s tips (in his popular article ) for a reason. Here again: humor.
The public – very socially – decides
Best Inhaker was by far the most popular category with 123 of the total 285 entries. But nowhere was the a strong innovation system builds competitive barriersfield more divided. The jury even thought it was necessary to create a Grand Prix (highest scores of the jury of all nominees) to reward Stabilo. Where Centraal Beheer Achmea dangled lonely at the bottom with the jury, they emerged gloriously as the winner once the votes of the public were added up. The public was the deciding factor, how social (media) can it be!
I myself was still curious about the differences and similarities between self-sufficient Coolblue, the deep pockets of Centraal Beheer or witty one-man businesses like Vincent Optiek. Everyone approaches it differently, but the playing field is sincere and transparent. Energy, space to play, knowing determine your information flowyourself well as a brand and organizing things well, were present in all participants and more important than just a large budget.
Anticipation becomes the norm
As a marketer, I can’t seem to turn off the ROI button in my head. For my friend Adam, it was clear: he had just caseno email list paid 50 euros (>20%) more for a KLM ticket and he wanted to be sure that everything was arranged properly: “Because if something goes wrong, I’ve arranged it with KLM via social media and at Easyjet I have to hope, in my best English, that I get an English call center agent on the line.”