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Here is Steve Jobs’ open letter to iPhone customers. This is the best direct communications Apple can manage since they don’t really have two-way, online conversation channels in place. In my humble opinion, this is one area in which Apple is behind.
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Wired summarizes “4 mistakes” Apple made in announcing the iPhone price reduction. I would add another: “Making your loyal customers read about it in newspapers.” A more direct, two-way conversation around the issue would have been a better approach.
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Good idea.
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Steve Chazin, a former Apple marketing executive and “consumer marketing expert” has published a free PDF lite book: “Marketing Apple, 5 Secrets of the World’s Best Marketing Machine.”
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According to a recent Synovate/Marketing Daily survey, 8 out of 10 Americans know what a blog is and almost half have visited blogs.
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A good comparison of Twitter and its competitors.
9 September 2007
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One Response to “links for 2007-09-09”
1 If you Apologize in a Forest…. « Public Relations Rogue 9 October 2007 @ 3:08 pm
[...] Tuesday, September 11th, 2007 in Corporations, Web 2.0 On several occasions I’ve given kudos to Apple for their innovative marketing and communication strategies. But last week they got a black eye - at least temporarily - by ignoring their best customers and dropping the iPhone price by $200. To his credit, Steve Jobs paid attention to the outrage of the Apple legions and quickly backtracked with a post on the Apple website. But the most telling thing was not just the content of the letter - which was candid, informal and apparently from the heart - but that this critical message was posted on the corporate website. As my buddy Paul Walker points out on his blog, it’s suprising that a company as cutting edge as Apple does not have any robust two-way channels to engage in dialogue with its fans and customers. There are huge pockets and networks of Apple fans online - one might call them rabid or devoted - but those groups do not appear to be fully engaged by the company. (It appears, however, that Apple monitors all those sites and considered the collective feedback in its decision to adjust pricing.) As a result of this shortcoming many Apple fans presumably learned about the iPhone decision through the media or other blogs, rather than the Apple website. Apple’s famous command-and-control marketing style - which works well to build buzz and media coverage for launches - can backfire badly in a potential crisis situation. [...]
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