Comments on: Avoid Using Dabblers with your Online Strategy http://blog.tippingpointlabs.com/2009/03/avoid-using-dabblers-with-your-online-strategy/ Each podcast takes a unique and interesting journey into the world wide web. Exploring various aspects of what makes people successful on the internet. Content is the key to success. Sat, 13 Mar 2010 13:32:56 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Steven Keith http://blog.tippingpointlabs.com/2009/03/avoid-using-dabblers-with-your-online-strategy/comment-page-1/#comment-81 Steven Keith Wed, 01 Apr 2009 17:54:44 +0000 http://blog.tippingpointlabs.com/?p=2324#comment-81 Drew, I work for an agency that has PR, Government Relations and digital. The problem I had with your argument was simple. The term "dabbler" is completely subjective and ambiguous. Your point is well taken, but I would refine it a bit and post it as opinion only. You certainly aren't wrong. I agree with you specifically that most of us are dabblers. And further in a space like digital, which is perpetually evolving, there is not a clear cut line between dabbler and specialist. I spent nearly 500 days working on designing an online health care strategy for my state's largest health insurer. They spent well into the seven figures to get it right. We took what had always been theoretical (online strategy to meet online consumer health care demands) and made our strategy work. And we helped fully implement our strategy with team design, process strategy and corporate/culture communications. The project was intense, expensive and successful. And while I work for a PR firm, by your argument, I guess I "dabbled" our firm's path into this space and now have the credibility and case studies showing this PR firm has the chops required to move the needle. Looking at this alternatively, perhaps "dabbling" isn't bad. It allowed us room to iterate, sprint when we needed and meet the aggressive challenges their executive leadership thought was insoluble. Drew,
I work for an agency that has PR, Government Relations and digital. The problem I had with your argument was simple. The term “dabbler” is completely subjective and ambiguous. Your point is well taken, but I would refine it a bit and post it as opinion only. You certainly aren’t wrong.

I agree with you specifically that most of us are dabblers. And further in a space like digital, which is perpetually evolving, there is not a clear cut line between dabbler and specialist.

I spent nearly 500 days working on designing an online health care strategy for my state’s largest health insurer. They spent well into the seven figures to get it right. We took what had always been theoretical (online strategy to meet online consumer health care demands) and made our strategy work. And we helped fully implement our strategy with team design, process strategy and corporate/culture communications. The project was intense, expensive and successful. And while I work for a PR firm, by your argument, I guess I “dabbled” our firm’s path into this space and now have the credibility and case studies showing this PR firm has the chops required to move the needle.

Looking at this alternatively, perhaps “dabbling” isn’t bad. It allowed us room to iterate, sprint when we needed and meet the aggressive challenges their executive leadership thought was insoluble.

]]> By: Andrew Davis http://blog.tippingpointlabs.com/2009/03/avoid-using-dabblers-with-your-online-strategy/comment-page-1/#comment-80 Andrew Davis Wed, 01 Apr 2009 17:17:19 +0000 http://blog.tippingpointlabs.com/?p=2324#comment-80 Steven, The short answer, in my opinion is, yes they become dabblers. Obviously it depends who you bring in. I think if you're a PR firm - concentrating on traditional AND digital outreach is where you play and where you play best. Don't claim to have digital 'chops' as our Managing Director, Scott Loring, would say. You're much more credible if you draw the lines and play where you know how to play. Instead, partner with somone who really does have the digital chops to accomplish your (or your clients' goals.) Make sure it's someone you can play well with. You'll both be FAR more successful as a team. What do you think? Do you work in PR? Thanks for your input. - Drew Steven,
The short answer, in my opinion is, yes they become dabblers. Obviously it depends who you bring in. I think if you’re a PR firm – concentrating on traditional AND digital outreach is where you play and where you play best. Don’t claim to have digital ‘chops’ as our Managing Director, Scott Loring, would say. You’re much more credible if you draw the lines and play where you know how to play. Instead, partner with somone who really does have the digital chops to accomplish your (or your clients’ goals.) Make sure it’s someone you can play well with. You’ll both be FAR more successful as a team.
What do you think? Do you work in PR?
Thanks for your input.
- Drew

]]> By: Steven Keith http://blog.tippingpointlabs.com/2009/03/avoid-using-dabblers-with-your-online-strategy/comment-page-1/#comment-79 Steven Keith Wed, 01 Apr 2009 16:59:53 +0000 http://blog.tippingpointlabs.com/?p=2324#comment-79 If a PR firm invests in bringing on a dozen full-time experienced online strategists, do those people become demoted to dabblers? If a PR firm invests in bringing on a dozen full-time experienced online strategists, do those people become demoted to dabblers?

]]> By: Bernie Borges http://blog.tippingpointlabs.com/2009/03/avoid-using-dabblers-with-your-online-strategy/comment-page-1/#comment-77 Bernie Borges Mon, 30 Mar 2009 14:31:38 +0000 http://blog.tippingpointlabs.com/?p=2324#comment-77 Andrew - you make an excellent point. Remember it's 2009, not 2012. The state of Web 2.0, or social media marketing is still young. Many companies are still dabbling in it. I run an interactive agency and we started out dabbling about a year and a half ago. Since then I've written a book (coming out in June) and spoken at numerous conferences. But, neither of these rise me above the dabbler status. My agency's work with our clients getting them to implement productive, "show me the money" social media strategies is what rises us above the dabbler status. You ask good questions and make insightful points. Keep it coming... Andrew – you make an excellent point. Remember it’s 2009, not 2012. The state of Web 2.0, or social media marketing is still young. Many companies are still dabbling in it.

I run an interactive agency and we started out dabbling about a year and a half ago. Since then I’ve written a book (coming out in June) and spoken at numerous conferences. But, neither of these rise me above the dabbler status. My agency’s work with our clients getting them to implement productive, “show me the money” social media strategies is what rises us above the dabbler status.

You ask good questions and make insightful points. Keep it coming…

]]> By: Andrew Davis http://blog.tippingpointlabs.com/2009/03/avoid-using-dabblers-with-your-online-strategy/comment-page-1/#comment-70 Andrew Davis Sat, 28 Mar 2009 20:39:13 +0000 http://blog.tippingpointlabs.com/?p=2324#comment-70 Jennifer, Thanks for sharing your perspective and opinion. This kind of feedback is so valuable. Thanks again, Drew Jennifer,
Thanks for sharing your perspective and opinion. This kind of feedback is so valuable.
Thanks again,
Drew

]]> By: Jennifer Neal http://blog.tippingpointlabs.com/2009/03/avoid-using-dabblers-with-your-online-strategy/comment-page-1/#comment-63 Jennifer Neal Wed, 25 Mar 2009 23:36:49 +0000 http://blog.tippingpointlabs.com/?p=2324#comment-63 I did once and I don't anymore. We are proud to be publication designers and strategists but we were tempted and bit the apple last June - a very good print and advertising client asked us to design a site for them. It was a disaster! We lost money and they weren't educated. Even though believe it or not - the site was a huge success the path to get there was arduous. Although at one point I thought we had blown our whole great relationship of 4 plus years - we were all sensible enough to agree that we weren't a good for interactive and since then we have continued to push through in a great relationship again. Do not be tempted. It's like I have always said - I don't have a press in my basement for obvious reasons and now I can proudly say I don't have an interactive team either. But I'll refer for sure! I did once and I don’t anymore. We are proud to be publication designers and strategists but we were tempted and bit the apple last June – a very good print and advertising client asked us to design a site for them. It was a disaster! We lost money and they weren’t educated. Even though believe it or not – the site was a huge success the path to get there was arduous. Although at one point I thought we had blown our whole great relationship of 4 plus years – we were all sensible enough to agree that we weren’t a good for interactive and since then we have continued to push through in a great relationship again.

Do not be tempted. It’s like I have always said – I don’t have a press in my basement for obvious reasons and now I can proudly say I don’t have an interactive team either. But I’ll refer for sure!

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