A Bird's Eye View: Informal Information on the Advertising Industry Expanded from 140 Characters or Less. Out Of the Box Is No Longer Enough. Let's Think Outside the Tweet. 10/19/2009
People say some smart things on Twitter. I'm noticing a lot of the time that people are posting quotes from seminars, business meetings, and pitching strategies and ideas through twitter. I thought it might be a good time to take down some notes and expand on these "140 Characters or less" tweets. Here's just a few I nabbed last week.
#1 reason clients give me for absence from social media: lack of resources. This seems to be a pretty common observation. It takes a lot of work to maintain a digital brand. Heck, I even find myself having a hard time managing, maintaing, and marketing my own sites and blogs, I can't imagine a small business or a large corporation. The problem? It's GOT to be done.
My family has a personal friend who runs his own web design firm. I took a gander at his "career opportunity" page just to see what was available. Surprisingly enough, he wasn't looking for any developers or designers, he was looking for messengers, copywriters, and public relations people. Sure, he can make a company a great website, but if they don't have anyone to give him the message, the brand, the headlines, the titles, the history of the company, and this mission - how good of a platform can he create.
Lesson learned? Don't ignore the neccessities. A good design without copy is like a good brand without an identity. Don't let lack of resources come in between your company and your consumers. There are good writers out there, wink wink.
It's important for you to have an online presence. The first place I go to check out a potential job candidate is linked-in.
Obvious? A little. But this is probably the single most important advice I could give to anyone right now. Sure this works for brands. In fact, it is imperative for brands, but it's also important for everyday individuals like you and me. Why? Because anyone can find anything about everyone. Confusing I know, but it's the power of the world wide web. If information is going to be out there, why not control it and cater it towards how you wanted to be perceived by others.
The world is Digital. A lot of people simply need to accept it.
This couldn't be more true. I think marketers and advertisers, and interested people like myself are the first ones to kind of adopt this theory, but slowly everyone is starting to realize. Everything we do is dominated by technology. Sure their is an older generation that still reads the paper every morning, sits outside and reads a book, but I'd imagine they also have a television, a cell phone, and some sort of computer knowledge.
We could have a discussion about Twitter for hours and never come to a conclusion on it's popularity in the future, but nonetheless, I guarantee in 20 years when our kids no longer have textbooks and do everything on their mobile/computer/smartphone/kindle hybrid while they're flying to school in their automated vehicle, they'll be learning about it's effectiveness in 2009 as a driving force behind the "digital revolution."
The more ideas being associated with your brand, the more conversation will surround it.
When I think about new campaigns for new brands and new companies, I always think big. My belief is it's better to pitch 10 ideas and have the client like 1, than to pitch 3 ideas and have the client like 0. The more companies and brands do to deliver a message, the more conversation this causes.
Look at a recent movie "Paranormal Activity." They made the movie with an $11,000 budget and made 20 million opening weekend. They created buzz online, made crazy trailers, hosted parties for movie buffs who attended midnight screenings. Sure, the reviewers wouldn't like it, but draw buzz in your target audience and get conversation started. It's no longer about advertising, it's about interaction.
We are what we repeatedly do. Marketing, then, is not an act, but a habit.
A last little piece of advice. When done correctly, marketing shouldn't bother you, shouldn't annoy you, and shouldn't be something that you have to hide from. It should be something you welcome, something you enjoy, and something you embrace. It shouldn't be an act, it should be a habit.
Pretty interesting stuff hugh? As I've said before, the bird truly is the word. Feel free to leave comments, insights, opinions, advice, ect. Have any of you ever encountered any inspiring tweets? I'd love to hear from you.
An Advertising Epidemic: Why Ad Execs Shouldn't Have to Sell Ideas; Rather Prescribe Solutions. Stop Creating Ads and Start Creating Useful Things that Advertise. Building Platforms To the Future - Now. 10/02/2009
I'v been stuck to the computer most of the day but I'd have to say it's been a pretty productive experience. It's amazing how much information you can find in the form of videos, podcasts (which I'm not sold on), blogs, Twitter Feeds, and Facebook posts. While the 2016 Olympic Voting took up most of my morning, it's a post in the early afternoon that really caught my attention.
In a a video titled "The Way Forward," Bob Greenberg and Barry Wacksman of digital agency R/GA discuss ways in which they are changing the framework of advertising - specifically digital. What are they doing different? They're not creating advertisements, rather they are creating useful things that advertise - most importantly, what they call platforms.
People are reading and listening more than ever, however the digital landscape has changed the distribution channels. More people listen to music, but CD sales still decline. More people are reading, but magazine and newspaper are no longer the most prominent mediums. Television is still a huge part of society, but DVR, on demand, and online have changed when and what people watch.
What does digital allow us to change? It allows us to change the way in which we place our media. It's no longer about what you buy, its about what you own. It's not about delivering a message to a target market, its about bringing that target market to you. How are the most successful agencies changing the landscape of advertising as we know it? They are focusing on platforms rather than campaigns.
What is a campaign? At the most basic level, a campaign is something that comes and goes. It delivers a short-lived message to a consumer in an up and down cycle.
What is a program? A program is designed to create ongoing relations with an audience or a consumer. Most often a program is created with the intention of rewarding loyal consumers.
What is a platform? A platform is the future of digital and interactive advertising. A platform creates long-lasting interaction between brand and consumer. A unique application that often provides useful tools to an audience of individuals while also connecting them with the brand. Let's take a look at R/GA's example.
Who's heard of Nike? Everyone. But not everyone has always been interested in purchasing a pair of Nike Running shoes. Campaigns have attracted the attention of consumers in the past, but a huge audience was still out there looking for ways to connect with the brand and the running lifestyle it promoted. A platform needed to be created to connect user and brand. What was the platform? Nike +.
Nike + introduced a chip in Nike shoes that allowed users to track their runs on a computer. After you were done with a run, you could log onto your Nike + account and see all the statistics associated with the run. I'm sure everyone has heard of this. It's been around for about 3 years now. Results? Users have logged in over 160 million miles in 3 years. The average user logs onto the platform at least 3x a week. The product was a huge success. In 2008, R/GA took this to the next level. They hosted the largest race in World History. People could gather at one of the locations around the world, they could run in their backyard, or they could watch others run online. Individuals posted pictures, congratulated one another on message boards, and interacted with each other through different social networks. The platform brought the world together, and continues to do so to this day.
We're at a time when advertisers shouldn't have to sell ideas to a client. Advertisers should be there to prescribe solutions. What does it boil down to? Talent. Finding individuals who can tell a story, think outside the box, systematically manage the execution of an idea, and do what's necessary to make it work. Advertising is an epidemic that makes some people sick. It's finally time to change that perspective. Let's go digital and find useful solutions that make the audience and consumer happy, healthy, and headed in the right direction.
View the original video here. At around 37 minutes, it is long, but I strongly recommend it. Their presentation is great.