October 16, 2009 | Tags:
social media, Twitter
Please see the cartoon below from September/October issue of BARK magazine (a dog magazine). The picture shows a rather unhappy dog on the floor listening to his human parents. This is an example of the remarkable penetration into our psyche that one of the most recent and now relevant forms of new media has taken on us. The question is what is really being said on Twitter and how does or can it affect your brand and its interactions (dog or not).
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Just as we wrote this blog, CNN decided it would look at it too. Less data, in fact near zero, but some interesting insights.
We are starting to track the effects of Twitter in the BtB and BtC technology universes. This blog does not end here (maybe one of Twitter’s limitations) so here are some recommendations:
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A recession (yes, that might now sound optimistic) invariably throws up or accelerates new forms of marketing focus. Social media is one of these focuses and is a wondrous catch-all for everything from social networking sites to forums, blogs and video. Social media is symbolized by the tendency to think that because it appears cheap it has to be both easy and effective. The first trick is to really understand how best to measure all of this stuff. Old world measures assume a really linear model: spend $ X influence Y. However, this is not going to work here because of three fundamental issues.
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Sacrilege you might be saying as PowerPoint has become like a warm and comforting place for us all. Pretty colors, transitions, moving slides from one deck to the other. In the current climate we need to have change. This is exactly why we have to pick and choose differing visual methods. In moments of crisis the tendency is to rely on standard methods for agreement and expression.
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Letting go is so difficult for marketers, especially in the technology space where features, benefits and constant product launching reduces the propensity to just interacting with targets. One of the three key “legs” for social media is the branding opportunity area. This is where we can interact in environments these targets care about, and we believe from research we have seen a significant increase in brand value for the company.
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There is an old comment that if all around are losing their heads and you are staying calm then you must not be reading the situation properly. Many brand’s reaction to the current economic climate is an anxious closure of any new ideas or needs. Lock down the windows and huddle up to the one center of warmth in the room. In this situation the warmth might be the one or two sets of activities that have historically worked. Well, that is not an illogical model. It is however a dangerous place to be when it comes to thinking about doing things differently.
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Before you run to measure, sit back and decide what you want to focus on. Read on and see the one chart you should use before you decide on the direction of your social media investments. We have got to put the horse ahead of the “metric” cart. The last blog looked at a simple proposition that we have to recognize that great social media strategies involve a trade-off between how much we listen, intercept in social situations and use social media as a formal media component.
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A SERIES OF FIVE BLOGS ON BREAKING THE GORDIAN KNOT OF SOCIAL MEDIA
This blog is one of a series of five blogs on the best frameworks for building a world class social media marketing strategy. It is a very different view from traditional models (almost bizarre to use those words in such a new world) put forward by agencies and analysts.
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November 13, 2008 | Tags:
social media
I really like the New York Times – turn on-off if you disagree, but they call bad research when they see it. A recent piece by Rubicon implies that 10 percent of all users influence the rest of us and that brands cannot break into social media.
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October 31, 2008 | Tags:
social media
Apologies to readers outside, but unless you have been on an eighteen-month holiday in the deepest Amazon jungle, or more likely off planet Earth, you are aware of the potentially momentous nature of the current US presidential election. As they recently referred to the candidates on Saturday Night Live: “the hot lady and the Tiger Woods guy.” The video on this link had over 1.4 million viewings within forty eight hours after it was seen by some 20 million+ Americans on the Thursday night special. This is the essence of the best form of viral media – right time, right place(s) and with the content for the moment.
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