uMedia?
This post may wander a bit so I’ll apologise for that now. As I sit in my living room I can watch TV on my LCD TV or I could watch it on my laptop or I could use my LCD as my computer monitor… Or I could use my iPhone as a phone (how old school of me) or I could use it to watch a movie, TV, listen to music, play games, send an email take pictures and more. Media really has become truly ubiquitous. Once upon a time we waited (impatiantly) for technology to catch up to our whims and desires, now it seems like technology is waiting for us.
Blog (and Twitter) Shoutouts.
First I’d like to state a couple “digital housekeeping” nots.
1. No, Twitter is not the new blog…HOWEVER, it may be one of the best ways to socialize your blog or personal brand.
2. No, Twitter is not the new Facebook or for that matter LinkedIn. Personally I use Twitter for for a few reasons, immediacy, brevity and peer-2-peer networking to name a few – much more work related. (Note: Seldom used for personal or photo sharing…that’s facebook.)
Here’s a short list of some of my favorite bloggers/Tweeters:
David Armano: http://darmano.typepad.com
Peter Kim: http://www.beingpeterkim.com
DrivePM: http://www.ovrdrv.com
Matt Dickman: http://technomarketer.typepad.com
Steve Rubel: http://www.micropersuasion.com
Kevin Rose: http://kevinrose.com
And lastly…you guessed it, 22squareds blog: http://blog.22squared.com/
Elvis Knows All About Engagement… Do You?
When it comes to engagement planning I guess you could say (for most companies) that “Elvis has left the building”. Take a look at the below engagement methodology (outline) and let me know the next time you see ELVIS.
E - Engage, L – Listen + Learn, V – Visualize, I – Innovate, S – Socialize
Brandon Murphy @ 22squared related this (ELVIS) methodology in the following way…
Just as Elvis reinvented rock music with his swaying hips and rockin beats, the world of marketing is being reinvented too. Let’s take Elvis’ lead…
Effort and Experimentation
Elvis didn’t reinvent music by accident. Like many artists, he poured his heart and soul into it, perfecting his style and music along the way. To better engage customers, we have to do the same thing. It’s much more effort, because there are so many ways to engage customers. Conducting measured experiments constantly is the only ways marketers can keep up.
Live and Learn
We should learn from everything we do, and we should live everything we learn. That not only means acting on our successes and failures, but seeking to provide things to consumers that enable the life they want to live, learn what they want to learn, be who they want to be. Engagement isn’t communicating, it’s providing people with value through communication.
Vet and Vent
Invite customers into the development process. The more they feel involved in designing something (product, communication, content…) the more they’ll propagate it with others. Let them vent, add, adjust and carry on among each other. Enlist your most loyal customers into your marketing R&D efforts.
Invent Interactions
Sometimes taking advantage of an existing medium or channel isn’t enough. Sometimes we have to invent new ways to create meaningful interactions with and among people. That could mean using a combination of channels in a new way, or inventing a new channel all on its own.
Socialize and Serve
After experimenting, living, learning, vetting and inventing, it’s time to let customers propagate your product, message or content. Giving people some type of social currency, valued content or helpful utility can be the best way to encourage them to share with others. Every launch should be socialized before it’s broadcasted.
Collaborative Model Breaks Down Silos
Thanksgiving. More than just family and turkey.
Sure the family and turkey are the two highlights to any holiday celebration however my favorite part is talking tech with my father-in-law…seriously! Not only does he have great insight into this space but he always recommends a site or three that I’ve somehow missed. Last years big one was www.cooliris.com. Being a visual strategist (x-creative director) this Firefox plug-in made my year. Can’t wait to see what I come back with this year… stay tuned.
Top 5 Digital Thoughts of the Week
I get a lot of questions like…”what’s new in interactive” and “what should we look for next year”. Since it is account planning season I thought I would post 5 things that should be on everyones mind as we move into 2009. That said I will be posting my Top 10 Digital Trends by the end of the month… enjoy!
1. Paid search (SEM) or organic search (SEO) remains very important. Paid search is the lowest cost (direct response) media out there and in a down economy clients will flock to it. SEO is not a sprint it’s more of a marathon. Look for companies to finally start to understand that this year and invest accordingly.
2. Display (banners) ads aren’t dead. When buying banner placements through ad networks they are more valued/useful than ever. The core reason is that ad networks allow you to buy ads on a Cost-Per-Click (CPC) basis thus mitigating media ($$$) waste from your campaign.
3. Social Media it becoming more important than ever. In todays world the most trusted form of advertising comes from you and I (word of mouth). I like to say that consumers are the new brand managers.
- Social media covers a lot of areas like networks (i.e. facebook), blogs, mobile, and user generated content (UGC) and more. Brands need to focus less on “advertising” in this space and work harder to add value and become part of the conversation.
- Mobile… don’t believe the hype! Yes, it will be the bad-ass its touted to be in the near future. This year look for agencies/companies to test, measure, learn in this space more than they ever have before. Look for SMS Text campaigns, widgets (mini-applications) and mobile couponing to be at the forefront of those tests.
- Video… don’t believe the hype! (part 2). OK, we all love YouTube, Hulu, Heavy, TVVideo.net, Streamick, Tevootv and more. Hey some of my friends have given up cable because they can and do watch more TV online than they ever have before. Still agencies/clients continue to struggle with how best to monetize this viewing trend. Regarding straight up video ads (rich media, pre, mid or post roll) it is currently just too expensive ($40-$60CPMs). Since this year was both an Olympic and Political year I would expect inventory to open up thus resulting in (much) lower rates.
4. Websites, I want to say that they (enlarge) fall into two categories, engage or inform. However the real answer is that they are all over the place still being driven more by the creative idea rather than the consumer need. Regardless look for agencies/companies to be much more focused on defining (goals + objectives) the role of their online presence… let’s face it in todays world online is responsible for one of the most coveted consumer interactions, the first impression.
5. Analytics, remember these two things. 1. Data doesn’t lie. 2. Unless you want it too. It doesn’t matter if you’re talking about digital media or site side “user experience” it has become a numbers game. On the media side of things data helps to communicate the value of one tactic over another taking opinion out of the equation (most of the time). Example: If you primary goal is drive (increase) site traffic would you choose display advertising with a $25CPM or would you choose to run a >$1CPC paid search campaign?
ANSWER: Trick question… you may choose to run both and value your campaign by looking at your best performing CPA (cost per action or acquisition). Either way you need data to make any and all of those type of (well informed) decisions. – Don’t forget this…clients love data.
At the end of the day companies will become more analytically focused on validating both drivers and experiences in the year to come.
Question of the Week: What would I use Twitter for?
The better question is what can’t you use it for. Sure people and even machines use twitter to communicate (update) everything from what they are doing at that very moment to pushing out the latest bus schedules and flight arrival and departure info. It also has the power to take the average person “Joe Twitter” (see what I did there… sorry, making myself laugh) and giving them the power of influence. Its on the shoulders of brands, products and services to ensure that that influence is delivered in the form of praise or advocacy and that it doesn’t turn Joe Twitter into a brand assassin. You’ve heard me say it before (and I’m not the only one)… today’s consumer is the new brand manager. Check out this blog post from one of the developers at Twitter as he discusses what all Twitter is and can be used for. Click to Read.


