With “great connection” we are referring to this particular case. Jake got Involved (step 3) and Cadbury (Mark) decided to do something with Jake’s email and got back to him with that email (Connection: step 4).

And yes, there is no excuse to be helpless and silent, but Cadbury’s marketing and communication people are clearly not thinking like this as yet. For us this is all second nature, so we tend to forget how many (large) organisations have massive knowledge gaps with regards to both social media and referral marketing.

Having had a proper referral marketing strategy in place Cadbury could have turned this around quickly and even captitalise on it working closely together with their top referrers.

Thanks,

Cornelis and Jake

It’s great that Mark replied, and gave an earnest and honest answer (although, no mention of palm oil?).

But this is a dense, complex message and it’s just not getting out to where the discussion is – social media, and the backyard fence.

Where are Cadbury’s communications people? They’re supposed to be turning this complex message into simple soundbites that the media can pick up. And if the media aren’t interested, they have the ability to make their own media – everyone does. This is 2009, there’s no excuse to be helpless and silent.