Are you a Meatball Sundae?

Posted on January 26, 2008. Filed under: Marketing, Web2.0 |

For any business planning to start using web 2.0 tools, including blogging, I recommend a visit to Seth Godin or read his latest book “Meatball Sundae”. Seth is one of the most experienced marketers who has worked with the web since the earliest days and a guy who knows what he’s talking about.

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Here’s a short excerpt from the introduction:

What’s a meatball sundae?

Maybe this is familiar. It is to me, anyway:

You go to a marketing meeting. There’s a presentation from the new Internet marketing guy. He’s brought a fancy (and expensive) blogging consultant with him. She starts talking about how blogs and the ‘Web 2.0 social media infrastructure’ are just waiting for your company to dive in. ‘Try this stuff,’ she seems to be saying, ‘and the rest of your competitive/structural/profit issues will disappear.'”

Just grafting these new tools onto your organization is a recipe for disaster. The risk of cognitive dissonance by your customers is great. .

This is not really new, the same was true when websites first appeared on the scene about over a decade ago and most executives – after first ignoring the web – thought that having a site would be a panacea for all their marketing problems. After huge amounts wasted, we now know how wrong that assumption was.

The corporate culture and the brand have to be consistent to be believable and communications need to be consistent across all channels and touchpoints to be credible. There are no shortcuts to success.

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3 Responses to “Are you a Meatball Sundae?”

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What a great reference! Seth Godin’s books, products and advice have significantly helped me with my business and with my clients business productivity. As a productivity coach and virtual assistant it is very important for me to know the realistic time, effort and budget it takes to make a task work for my clients. I am a newbie blogger and Seth’s guidance has allowed me to make smart decisions about adding on a blog to my business mjondemand.com.

I too like Seth Godin’s material. Purple Cow was the first book of his I picked up and I’ve been reading him since. Too many people/organizations venture forth into the realm of social mediums w/out making their communication truly relevant to the end user. You can’t just have a blog for the sake of having a blog. There is no shortage of lame sites out there in the www land. Good entry.

Great points Joe, you’re right on. The process behind maintaining a strong blog is the ability to deliver consistent quality content. It reminds me of the days (and they are still here) where SEO marketers would try and sell expensive services that provided questionable results. If there is not cultural investment in the blog, the investment in strategy and technology will be a waste.


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