Jake - I am not sure it's that they don't have spines. Let me self-edit. the reason that spines are not more firmly in place is because the agencies themselves don't feel confident in the space. So much is emerging and new and there is so much movement that it's tough to find your sea legs - and this is a major type of transition.
The reality is that agencies and clients need to be really clear on what their goals are and be committed to an iterative process of understanding what works best for THEIR community.
Walking into a community engagement with any pre-formed sense of what the community actually wants, the content they need and desire, and how they want to be communicated with is the first problem. Do away with those assumptions, engage with customers qualitatively (what do the numbers day), quantitatively (what does the feedback say) AND behaviourally (what do they actually DO) and you've got a solid foundation for a functioning program.
And I'm still going to respond to that other post too. I promise. ;)
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The reality is that agencies and clients need to be really clear on what their goals are and be committed to an iterative process of understanding what works best for THEIR community.
Walking into a community engagement with any pre-formed sense of what the community actually wants, the content they need and desire, and how they want to be communicated with is the first problem. Do away with those assumptions, engage with customers qualitatively (what do the numbers day), quantitatively (what does the feedback say) AND behaviourally (what do they actually DO) and you've got a solid foundation for a functioning program.
And I'm still going to respond to that other post too. I promise. ;)
- Baby Bottle Pop
www.babybottlepop.com
www.bazookajoe.com
- Bazooka Zooka Dance campaign for Bazooka Joe
www.bazookadanceblog.com
For the record: I work at Duval Guillaume. :)