Does your business do social media – or are you a social business?
(BTW - it's not just semantics)
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.
Register at: http://www.winnipeg-chamber.com/wcevents/eventdetail.aspx?eventid=56800
5 Reasons Content is the New Currency
Money can’t buy trust. But social media content can.
As our friends at Ogilvy & Mather said, “Sharing content helps us connect. Connection helps us engage. Engagement leads to a relationship. Relationships lead to friendship and possibly endearment. In the industrial economy, we congregated in front of the TV, read newspapers and magazines, gathered around the radio and saw signage that told what to believe. In the sharing economy, technology has allowed us to connect, engage, question, critique, criticize or concur. Humans are social animals, and we still need something to spur connection. Content acts as that stimulant. Content is our true currency.”
The 5 Reasons...
Not the same old, same old.
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 US's first ad agency. (interesting story here)
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.
Larger version here (click on it).
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.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
Sun Tzu quote, from the Art of War, more than 2000 years ago.
Kings & Queens of Content
Google's AuthorRank will rank search content based on the author's online clout
We’ve all heard the mantra, “Content is King”, but Google is now patenting a metric that may create Kings and Queens of Content. AuthorRank will rank content based on the author’s online reputation and influence. Reputation and influence being determined by the degree of interaction the writer’s past content has received. Think likes, tweets, comments on other social networks, and links. To take it another level deeper, each of these interactions will also be assessed to take into account the rank of the people making them. So it’s not only what you say, but also who hears you say it…and then chooses to interact. (I’m hearing terrible interpretations of “If a tree falls, but no one’s there to hear it…” jokes forming in my mind). Oh, and in a brilliant move to increase interaction with Google+, this all hinges on tying the content back to your Google+ profile.
So, will this work? I’m sure it will have massive implications on search, but I'm still personally torn about jumping on board. On the one hand, I feel a certain pressure to start worrying about my rank. I can see how this is a tremendous opportunity to solidify our business’ expert position, and also how it can benefit me personally. But, I already have a dormant Google+ account and between Facebook, Twitter, Linked In, this blog, Pinterest, Socialcam and Instagram I’m not overly excited about spending time managing it. So, for the short term, I’m aware and will be paying attention, but am not quite ready to commit to making the effort. How about you?