Social Owns Social

February 26, 2011

We’re used to saying that the consumer owns social media but the truth is, on Facebook, Twitter, tumblr, WordPress and Blogger – all those ostensibly “free” services – the consumer doesn’t own anything.

If, as a user, you’re not paying for the product, then you are the product.

Now who “owns” who?

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Sometimes I just want to sell some hubcaps

November 29, 2010

From the same vein as “all I’m looking for is some really tasty sausages” comes this article on AdAge which reminds us not all companies, brands, products or organizations are right for social media:

“That old CMO doesn’t need to publish content or tweet his innermost and briefest thoughts. He doesn’t need to innovate, crowdsource or chase any other imaginative term marketers use to hype the pretense that branding’s magic will cover up the realities of business, or that the hopes for it are any newer than really old and outdated expectations.

He needs to sell better hubcap fasteners, and there are a wide variety of operational ways he can do so. Sharing that reality with his customers is the marketing opportunity offered by the social web, not a substitute for it. Isn’t doing anything less, or different, just a distraction?”

via The Dangerous Lure of the Social Web – Advertising Age – CMO Strategy.

However, that CMO should know the role reviews and endorsements play in the automobile buying process, along with the difference between his younger customers (who are influenced by their peers) and older customers (who are influenced by respected, usually mainstream, authoritative voices). He should also know the role of search in finding that perfect hubcap and the influence social media plays in search. And what about the increasing role of location based services within social media and their ability to precisely target offers.

I don’t think the answer is to become a publisher, but that’s not to say there’s not a role for social media to play in his mission to profitably sell more hub caps.


Women are the masters of social gaming

October 22, 2010

Social gaming is becoming more and more mainstream and women are driving that change. While the game producers are making money, brands are also starting to get involved in social gaming and as the cost of development is continuously driven down, it can’t be long until a big brand produces a complex and compelling social game.

Women are masters of social gaming

More on the gaming industry and the sea change we are seeing as more and more women get involved.


Dilbert Comics on Marketing

October 6, 2010

Our profession in general and social media in particular, takes itself too seriously. Thankfully, Scott Adams has trained his lens on us, courtesy of Dilbert.

Beth the Marketing Manager for Social Media

Dilbert.com

Marketing Managers for Social Media use Facebook and Twitter. A lot.

Dilbert.com

Live Tweeting everything the boss says can be a CLM.

Dilbert.com

The office is a fertile ground for material

Dilbert.com

Marketing is mostly guesswork

Dilbert.com

Advertising can be used for competitive depositioning

Dilbert.com

UPDATE: Marketing is just liquor and guessing

Dilbert.com

UPDATE: The only things which matter are social networks, gaming and phones:

Dilbert.com


Social Media Marketing Myths

September 17, 2010

I was asked by a potential client a few weeks ago what I thought the biggest myths about social media marketing were. I’m not sure if I did a decent job answering the question or not – we’ll know in the next few months – but I’ve been mulling it over and wanted to share some thoughts as way of extending my most favourite of all memes, after “how social media is killing XYZ”:

1. Social Media is about great content. Great content is only a third of the battle. One third is community – creating a mass of people around a commonly shared theme or interest – and the other third is hard working cultivation and seeding. Searching out where the conversations are and making sure your content is where people who will be interested in it, will find it.

2. Social Media requires The Big Idea. With social media, the big idea is already baked. The big idea is that there is no idea. The big idea is that there are going to be many smaller ideas underneath a larger theme or lens. It seems a little counter-intuitive considering I work for one of the most highly awarded creative agencies in the world, and I fully admit that big creative ideas are a huge help in social media, but in this space, I’m more concerned with producing repeatable, measurable, sustainable content, than big, hard to predict flash in the pan creative

3. Social Media is about The Conversation. The worst thing about trying to be a part of the conversation is when you’re talking into an abyss. When no one talks back. Even for personal users of social media, there are times when we throw links, posts or questions out to our contacts and we don’t hear anything back – the same is true for brands trying this stuff out.

4. Social Media is about more than Facebook and Twitter. Well, this one is more of a weasel from me. Of course social media is about more than Twitter and Facebook but with 160m and 500m users respectively, the scale you can achieve on these platforms means they should be your first port of call – if only to try and ascertain that your audience isn’t here (but they quite likely will be). I am still bearish on Twitter, but after getting some insight into how the company is rolling out its advertising/monetisation plans, I’m slightly more bullish on how marketers who aren’t from the cool kids can use this technology.

5. Social Media means influencing the influencers. This one is perhaps the biggest myth of all and why I decided to join the advertising community. “Influencing the influencers” is a nice tag line or slogan but organisations need to realise that this new medium can allow them to become influencers in and of themselves. The truth is that there are only a small number of people online who can really exert influence and start to change perceptions – but there are many, many people who have small blogs like this one with close relationships to their readers. I also like this post from Erin Bury about how marketers should forget about influencers and reach the Superfans*. A passionate consumer can be your greatest marketing asset and social media allows you to find and recruit those consumers.

* Nothing to do with the recent project we launched for our client TELETOON – Superfan Fridays.


Budgeting Your Social Media Spend

September 5, 2010

So we all know social media should be part of pretty much every marketing communications plan – especially for consumer packaged goods brands. But how much is enough? As a social media practice head, my simple answer is “nits never enough”! But those with less biased viewpoints than my own have more rational ways of figuring it out.

Why are you choosing to utilise social media? Is it an obligation, a quest or simply part of a well-integrated plan? What stage is your brand at with your social media adoption? Is it as an experiment, for long term adoption or as a heavy up?

Let the table below determine your spend level – remembering that I would always counsel you to spend more ;-):

Mindset Obligation Quest Well-Integrated*
Stage
Experiments 1% 5% na
Adoption 5% 10% 6% (12%)
“Go Big” 7% 12% 10% (17%)
Percentage of prototypical $10m marcom budget
*budgets get lower as money is integrated into other functions. Total percentage is in ()

via: How Much Should Brands Budget for Social Media? – Digital Influence Mapping Project. Link courtesy of David Jones.


All I’m looking for is some really tasty sausages

August 19, 2010

What if that person the planner spent so much time building up a persona for was real and had a voice?

An Open Letter to All of Advertising and Marketing

Veracity unconfirmed but it looks like a good spoof from a smart copywriter who was less than impressed with the strategy he/she was asked to execute on.

Via Johnnie Moore’s Weblog


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