The distinction is VERY important. Whereas option #1 is merely something you do when you can spare a moment or maybe go out and hire a student to do, option #2 is something you must actually become - it's transformational and it's the missing piece in the social media puzzle. Finally!
We've been very busy in the social marketing space over the past couple of years and have learned a lot - not only how to manage it, but, more importantly, how to make it succeed and we're happy to share that knowledge.
So, next week we're unleashing our very own Barrett Peitsch to share how social branding could actually determine the future of your organization. As part of the Winnipeg Chamber of Commerce’s Chamber U, this October 15th lunchtime learning opportunity will take the focus beyond ‘just’ social media to the underlying consumer dynamics and resulting strategies that translate into critical competitive advantage and new opportunities.
Barrett will demonstrate what it means to be a social brand with examples from our catalogue of brand-building success. He’ll share what we've learned in a way that translates into practical advice, tips and approaches you can use to create success for your business.
The other day, I was talking with one of my colleagues at Fusion about how much things have changed in our industry over the last decade.
We’ve read articles about serious challenges that face the advertising agency and particularly the threat of Google and technology and how clients will be able to do it all themselves, eliminating the middle man.
The word agency essentially means middle man. An ad agency was actually the middle man in the early days when agencies made all of their revenues from media commissions. Advertising agencies began as “agents” of newspaper ad space. They would buy the ads at an agency discount and sell them to the client at the rate card rate.
The rise of digital marketing and social media was said to spell the end of the marketing middle man. Now, a company can speak directly to their market, hear what they have to say and promote themselves. They can do their own Google Pay-Per-Click or place their own Facebook ads. They can get their brand’s creative messaging done with crowd-sourcing, or “desktop publish” in-house (another harbinger to the death of the ad agency twenty years ago).
Instead, as the world of advertising changes, it has become incredibly more complex. The number of marketing channel choices has grown faster than anyone could have imagined and it continues to increase daily. Instead of simplifying marketing as was forecast, the digital age has brought waves of new data cascading down on the business. And smart strategies are only made by comprehending all of the data. Decision paralysis ensues.
We used to come up with cool ideas with cool design and decide whether television, radio, print or outdoor was best. Standing out was most of the battle.
Equity research firm Pivotal Research Group mentions in a recent overview of ad agencies: "As marketers have come to face more and more choices for their marketing strategies, they increasingly rely upon external and ostensibly neutral partners—such as agencies—to both filter ideas and support the socialization of initiatives or process changes across the broader organization. This factor is the most critical one which explains why agencies face no credible threat of disintermediation from technology-driven marketing or media platforms."
Traditional advertising agencies will die if they don’t change. But I don’t see many businesses, because it is now easier for them, taking on what we do to create a strategy and sell a product. It is much more difficult than it ever was. You need experts in all of the many alternative traditional and digital channels, and experts in messaging within these channels to get heard and be considered. And you can’t crowd-source a penetrating message without a keen analysis of all of the data, without the experts on the hundreds of channel choices and without the experts who know how to work within them.
We are changing all the time. Things are happening so fast that we are doing things here at Fusion that we didn’t do last year and dropping things that we did last year. Change is a great thing. Advertising has become so much more dynamic and exciting. And it has become a true science. I love it.
After drooling over the creative workings of the Cannes Lions (International Festival) winners throughout the past few weeks, it got me thinking of my favourite campaigns and advertisements. Of course there are the classics, such as Volkswagen’s “Think Small” and Wendy’s, “Where’s the beef?” that have captivated audiences, both past and present. The fact that I am learning about their campaigns in lectures (decades after they have launched), proves the success of the brand in itself. This brings me to brand recognition.
As a consumer who has been on both the outer and inner workings of an agency, I have been able to recognize the reach and effectiveness of certain ads. In today’s society it’s a struggle to even catch consumers’ attention, never mind create brand recognition. The most successful campaigns (in my opinion) are quirky ones that consist of creative and witty, copy and design. The ability to create a reaction (i.e. laughter or disgust) from the consumer or audience is the key to building brand awareness.
Here are few campaigns that caught my eye:
Although this was a fake campaign created by a couple university students, it created a lot of buzz. With hopes of encouraging youth to visit the Smithsonian Museum and gain historical perspective, creators, Jen Burrows and Matt Kappler compare popular modern day celebrities with past American presidents. Whether or not the Smithsonian approved of the fake advertisements, the controversy surrounding it increased traffic on the Smithsonian website and to the museum itself.
The UNHATE Foundation gained instant attention in November 2011, when they released controversial photos which featured world leaders kissing. The ads (obviously photo shopped) were part of a guerilla marketing effort to spread awareness about the UNHATE Foundation. They used “kissing” as their main focus for the campaign, and edited famous faces together to create a reaction from the public. They used creative initiatives through print, TV, social media and guerrilla marketing across major cities throughout the world. By doing this, they to urged the public to “create a new culture of tolerance” and “combat hatred”. With recognizable faces such as Obama and the late Kim Jong-Il, the campaign reached audiences young and old, of all nationalities. The result of the ads had both good and bad feedback, but ultimately the campaign served its purpose and got people talking.
To upload your own kissing photo visit the Kisswall at, http://kisswall.benetton.com/
Naturally when you see something out of the ordinary it causes you to take a second look. Well this is exactly what Google was/is hoping to accomplish with their campaign for Google Voice. Using rotating images on huge digital billboards to display words divided by syllables and their pronunciation, Google is not only getting people’s attention, but is stopping them in their tracks.
MarkingProfs is offering a free seminar on "The Top Inbound Metrics for B2B Marketers" on Tuesday, January 26, 2012 at 11am CST. It will last about 60 minutes and it should provide some insight into cost effectively driving high-quality leads and growing your sales pipeline.
It is often difficult to demonstrate the effectiveness and ROI of inbound marketing efforts, while inbound leads from social media, SEO and PR often cost less and are easier to convert than efforts of traditional outbound campaigns.
Mark this date down and join experts Morgan Stewart and Uri Bar-Joseph to discover the top metrics you need to track to ensure that your efforts are as effective as they can be. Or talk to us at Fusion and we'll help you figure it all out.
Presenters: Morgan Stewart, Uri Bar-Joseph
When: Tue., Jun. 26, 2012, 12pm ET (9am PT)
Length: 60 minutes
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