FiftyOneZeroOne

SimplyCity – a world first for WOM blogs?

Posted on: April 5, 2007

The concept of a marketing-led community has moved on a stage in the UK with the launch of SimplyCity by the London PR consultancy Kaizo, led by Crispin Manners. You can find it at www.simplycity.me.uk. Developed for the non-cosmetics cosmetics brand, Simple, it aims to recruit participants – called “advisers” – who will comment on advertising and new packaging, get special offers, read a chatty blog (and respond to it) and read Top Tips on lifestyle matters. The intent is to build a relationship between the brand and its customers and aid the “word-of-mouth” process of support for the products. Kaizo says it is a world first in WOM generation.Crispin says “The beauty of our approach is that it applies just as well with B2B audiences as it does for consumers. It is all about involvement, empowerment and active listening.”

The challenge for Kaizo and its client is to create the ease of comment and debate that characterises social media. The Simplycity approach looks very lean in features at present and there may be developments to come which bring the client-side people to life. The use of RSS and video feeds would give some humanity to it.

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Tom Watson

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