Mar 22, 2013 | Branding, Communication, Marketing, Social Media
Digital communication is now a major consideration in any marketing budget, depending on whose numbers you believe, digital may now be even bigger than “traditional” communication channels.
So how should you develop your creative and communication briefs?
- Concentrate on traditional channels and adapt for Digital?
- Focus on digital and use traditional as the adjunct?
- Split the budget and treat them separately, or consider the cart and horse to be the one integrated delivery vehicle?
Making these choices, deciding which is the horse, the one that provides the “grunt,” you need and requiring real feeding, and which is the cart, which just needs some maintanence, is the key decision. Then you need to decide how you are going to manage the processes of feeding and maintaining, as they require very different strategies and capabilities.
Traditional media is passive, one way, the objective is to disrupt to gain attention and only then deliver a message with no effective feedback mechanism.
Digital media is wholly different. It has the native capability to be two way, a “conversation,” it cannot disrupt as the initiative is with the receiver rather than the sender, the originator can micro-target to the level of individuals, and there are immediate and hugely detailed feedback loops.
All this means that the manner in which the proposition is presented is entirely different, passive, mass creative Vs a message demanding action of an individual.
When put like that, the dilemma becomes more transparent, relatively easily addressed by a few simple questions:
- Is it a commodity, mass market product, or are you building a market customer by customer?
- Are you aiming to build awareness amongst a wide market profile or engagement of a niche?
- Can you identify and target the behavioral characteristics of your target market, or just the demographic ones?
The answers to these questions will offer insight not just to which is the horse, but how much, and what it needs to be fed to deliver the optimum result.
Mar 5, 2013 | Communication, Social Media
Ever wondered about the credibility gathered and built by the tweets, posts, and content created that then become used, and shared, and re-shared?
The opposite of the stone, the more something is shared, the more it gathers moss, the virtual credibility we all seek on the web.
Proximity to the source of information usually enhances the opportunity to assess its credibility, but the paradox is that the wider the electronic distribution of content, the more weight it seems to gather, irrespective of the intrinsic value of the content.
Mar 4, 2013 | Branding, Communication, Marketing, Social Media
Most of my networks are small businesses, and pretty much everyone I talk to who is using social media in some way consider it as a part of their sales strategy, a tool to increase sales. Many would concede it is a marketing tool first, but why do it if sales do not come, and how do you measure success other than by sales?
The marketers amongst you will shudder.
What social media is good at is raising awareness, creating engagement and advocacy, what it is not good at is being a transactional process. Social media is not transactional at all, it does not create sales, rather it creates a conversation, the environment in which sales can be made, but the sales process itself is separate.
A subtle difference perhaps, but hugely important in any consideration of the return that comes from an investment in Social Media.
Mar 1, 2013 | Branding, Communication, Social Media
I recently sat through what should have been a very interesting presentation. The proposition fascinating, the data extensive, the qualifications of the presenter exemplarity. It is a pity, but a few minutes after it was over, none of the data was remembered.
All I can now recall is the scene setter the presenter used, the story he told which in his mind was just a warm up to the real stuff, the data that made the argument.
To me, the scene setter was the whole story, the data just a way to fill in a boring 25 minutes, and almost completely dispensable.
The lesson in this is that the social interaction we experience, or that are shared with us, are powerful conveyors of a message we recall, understand, and possibly act upon.
All the data in the world cannot do more than support the case, fill in the detail, and create quantitative foundations out of qualitative hypotheses. but it will always be the stories that stick in our memories.
Feb 27, 2013 | Branding, Communication, Marketing, Social Media
Social media is a part of the marketing toolbox, an increasingly important one, so why does it so often get shuffled out to the side, assigned to the 20 year old intern, when it can have a profound impact on your customers and market?.
Marketing is all about demand generation, it is a very wide set of activities, behaviors, and attitudes that build an expectation of brand and pr0oduct performance. It covers everything from the usual promotional and advertising stuff people think about, to the little things, the cleanliness of the company logoed delivery truck, ( I always recall the shiny red Arnotts vans, to me they are a metaphor for the brand, sadly, there is not even a good photo on the web) to the way the receptionist answers the phone, and many other things. The “welcome quotient” of the brand.
We do all this stuff in the real world, but ignore much of it in the digital one, simply by ignoring the expectation that visitors want to feel as welcome digitally as they are personally.
Many websites are distinctly unwelcoming, muddled, untidy, hard to navigate and offering little encouragement to engage further. This post by Jay Baer lists 11 reasons people do not engage, and is a great list of the common problems I see, most of which are r4elatively easily addressed.
Feb 20, 2013 | Change, Communication, Social Media
Nearly 500 years ago, March 1517 to be exact, Social media was born, and rapidly demonstrated its power. On that warm spring day, Martin Luther “posted” his list of “95 Theses on the power and efficacy of Indulgences” on the local social media site, the church door, and inadvertently started a movement that would split the church. His individual action was just a single one, protesting at the aggressive marketing of Indulgences by church authorities, but to have the effect it did, required a whole bunch of other things to be aligned to take off. Similarly, the self immolation of shopkeeper Mohamed Bouazizi in Tunisia in 2011 focused the unrest in Tunisia , that led to the replacement of the Tunisian dictator.
Martin Luther was outraged that locals could buy “indulgences” sold by church clerics, which acted as paid confessions, removing the ritual of the confession and contrition, and wanted to stimulate a debate at the university on the topic. What happened is that a local printer who had one of these new fangled printing presses reproduced the 95 theses, and sold them, rapidly creating a movement that had all the hallmarks of a modern social media movement.
As Clay Shirky tells it, there are three conditions that lead to a social media led change:
Everyone knows the system is broken
Everyone knows that everyone knows the system is broken
Everyone knows that everyone knows that everyone knows the system is broken.
When you get to this third level, it all blows up apart, and that is exactly what happened in Germany in 1517, and again in 1989 when the wall fell, in Tunisia in 2011, and is still rolling through the Arab world.
The tools of social media have changed, but the nature of human activity and collaboration has not. In the 21st century we want the same things our forebears wanted, and are prepared to fight for them, it is just that the tools are a bit different.
