I hope the folks at Cococu are saying nice things!
Marketing Shift weighs in, too:
“…companies are looking for ways to aggregate communities even if it’s not directly tied to their core business. Chris Brogan points out that American Express is doing just that with its OPEN Forum, which aggregates blog and business information in one place and encourages conversation in a sponsored area with the hopes of subtly marketing to people who have an interest in business information (e.g. potential American Express users). When you think about it, the concept is a no-brainer. We trust people more when we don’t feel like they are selling us on something. It’s why we hate ads — and marketing.”
Steven Lewis at Inside the Box, while not exactly speaking a different language, adds his support from Australia.
And if financial jargon qualifies as a foreign language, we can count NetBanker:
“American Express’s OpenForum: As the name suggests, it’s a business forum and resource directory, not unlike Bank of America’s…. American Express has added posts from several prominent bloggers such as John Battelle’s Searchblog and Anita Campbell’s Small Biz Trends, to keep the site fresh. The site has 5,400 members and monthly traffic of about 11,000 unique visitors, up three-fold from a year ago.”
Goes to show you: If your marketing projects are great media with quality content and authentic conversation, not only will you engage your customers more deeply, you’ll benefit from social-media amplification as those customers spread the word across the web.