Welcome to the New World of Engagement, Advocacy, Influence and Sentiment
Best Marketing interview with James Matthewson digital strategist of TBWA/ LONDON, speaker at marketing conference PASSWORD 2010:


In your opinion, for how long Facebook will continue to grow?

That's hard to predict. Now at over 400 million members worldwide, and ranking top 3 website by reach in the UK, I think it has not quite reached the tipping point yet. That said, accelerated growth that Facebook has experienced over the past few years cant be sustained plus the FB audience is shifting. So, my prediction it will grow, but the growth rate will slow.


Will it go out of fashion?

I don’t think 'fashion' is its problem. Is it a fad? NO! Will it be usurped by the next big thing? Possibly. FB has made some errors around member privacy and its revenue model, but FB is now ingrained in the fabric of social interaction. So, going out of fashion is not an issue. But, continuing to listen to its members, evolving its proposition to meet their needs and carefully balancing commercial needs with the needs of its users will be key to its future success.


Some experts predict that traditional websites will be replaced by fan pages in Facebook. What is the future of websites in your opinion?

I disagree. Yes, Skittles did a great little app which you can 'carry' around the web with you, but on the whole, there will always be a role for destination websites. What brands have to do is balance 'distribution' strategy with their website strategy. Essentially, they need to put their content where the audience is, as well as drive traffic. This is something I will talk about in my speech at PASSWORD 2010.


Increasing number of websites have comment and forum applications. Traditional websites and blogs seem to merge. What is the difference between blog and interactive website nowadays?

Well, arguably, they are becoming as one, as brands start to recognize that consumers want to be 'participatory' in the conversation with brands. They not only want their voice to be heard, to share and connect with other consumers, but also to influence other like-minded people in ways far more powerful and potent than a brand can do.

Ratings, reviews, comments, social bookmarking etc. are all components of the webs evolution (often termed web 2 to place a label on it). I encourage these compontents within any brand web strategy, as to simply 'push' content is fast becoming out moded and out dated.


Does the explosion of social media mean that companies in general have to become more „social“.

I'd say 'open' & 'transparent' rather than social. Socialising is something that happens between friends. Brands are often intruding on this socializing activity. But, they need to open themselves up to their customers, warts and all. If they choose to bury their heads in the sand, they will be left behind. Take mystarbucksidea.com (& others like it) - here's a classic example of a brand that wants to listen to its customers and let its customers positively influence its retail strategy.


Most big companies do not publish any names, phones or contact info except for one customer service number in their website. How can company with such culture be active in social media? Is it possible at all?

Here we're talking largely about traditional brands that have grown up on traditional marketing principles. The new world order of social media commands a different approach, but this needs resource, process, some governance and a lot of knowledge about what you're doing in social spaces. My view is I'd rather a brand didn’t 'just set up a Facebook profile or group' as their social 'strategy' and do it half-heartedly. Its better for them not to be there, than to be there in a mediocre way.


Many sceptical people say that social media is „hype“ and the bubble will burst one day. Compared to traditional media, such as TV, the marketing activites in social media are still very marginal. On the other hand, all conferences and marketing publications only talk about social media. What is your opinion?

Well, yes, I hear, see and to some extent, fuel the hype around social. But will the bubble burst? NO! The web has matured, grown and evolved and socializing, connecting, sharing, user generated content (UGC) etc now form part of the fabric of society and how society uses the web. It's definitely hyped at the moment, but that's because it’s the first new big thing to come along in digital for 10 years, & its exciting. But, like all things hyped, eventually they become the norm, an accepted part of daily life, the routine. The Social web is heading that way, but faster than other heavily hyped evolutions because the technology is there, the consumer know-how is there & today's marketing decision-makers are already immersed in this world, unlike the out-going traditional marketers of yester-year who still think media is all about broadcast, reach and frequency. Well, I say, welcome to the new world of engagement, advocacy, influence and sentiment.



James Matthewson will be speaking on March 18th and 19th in Tallinn at the biggest marketing conference in Estonia - PASSWORD 2010.


Interviewed by: Hando Sinisalu, Best Marketing
Date: February 24, 2010