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2013: The Year Everything Converged | darmano.typepad.com


 

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From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond. As outlined above, Altimeter calls this area of overlap “converged media”because it’s a convergence of different media dynamics coming together. If you ask me—from a marketing perspective this is the future of what, to this point we’ve called “social”.

You see an image in your Facebook news-feed shared by a friend. The image was generated by a brand. You saw it because your friend shared it. They shared it because they liked it. They liked it because the content resonated (and they saw it). They saw it because the brand paid Facebook to promote it.

Paid?
Earned?
Owned?

All of the above. A social platform merely powers the engine and the above could have all been done in a mobile context. I’m doing a lot of thinking in this area as I build out my team because I don’t believe that anyone has the “converged” part completely figured out yet. From a talent perspective I’ve already begun importing folks from the ad agency side of the house who get both social, digital and content. Mentally, I’ve been thinking about the dynamics of how different teams function:

Traditional:

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A television centric marketing approach is still fueled primarily by the dynamic duo of a creative team composed of an art director and copywriter supported by an infrastructure of scale which fuels the teams with insights and has a small army of media service individuals who determine how the money gets spent so that the campaign oriented marketing message is seen and heard.

Digital  >>> Sigue leyendo

Brands Will Become Media: Here’s How


 

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If your company doesn’t have the above model in place a year from now, you may regret it.

You’ve probably felt it for some time, but now the roadmap is becoming clear—companies must build their own media empires. And if they don’t, they risk missing a window of opportunity that provides myriad benefits, whether it’s telling their own stories or becoming more efficient with the media dollars they spend.

Trends in media consumption point to the convergence of savvy marketing tactics combined with a real-time newsroom approach for brands to be seen and heard in a collectively social, digital and mobile world.

Facebook: Engagement Isn’t Enough

First, let’s start with Facebook which, thanks to an alleged algorithm change, has been at the center of controversy in the marketing world. Though it’s cited as the reason brands have noticed their content reaching a lower volume of Facebook users, the caveat is that there is much a company can do to increase the odds of being seen and heard on Facebook. But, it relies on a brand doing a few things really well.

For starters, it’s not enough to solely engage on Facebook. A company now has to provide a steady flow of high-quality content, which then relies  not only on organic content sharing from Facebook users but also on subsequent media purchases with Facebook in order for that message to spread.

Sound familiar? It’s how advertising has been done in the past, only with a big difference. Much of the content that tends to do best is oftentimes associated with current news or highly relevant social issues. Take for example whatOreo has done with its Daily Twist initiative, where in honor of the cookie’s 100th anniversary, agency teams get together daily to decide how to riff off of relevant, often newsworthy, subjects that, by day’s end, produce a new piece of clever, highly shareable visual content that’s sent out into the digital ecosystem. This type of approach makes clear what most pundits miss when challenging the notion of “ROI” in social media—the reason a company wants to amass followers in social media is to build their own marketing/communications network, which bypasses the middle man and goes right to the source.

The end game in social media won’t be accumulation of fans but rather your ability to reach them and potentially inspire action.

Full story

 

Social Business: Where It’s Been & Where It’s Going


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“Chasing the past, I stumbled into the future”. – T A Sachs

I’ve always been a firm believer that in order to look to the future, we must look back to and fully grasp the past (and the present). Having had several recent engaging conversations with smart people who I respect, I’ve picked up a hint of exhaustion around usage of the word “social”. Could it be that some who saw the “change” coming years ago are weary of having carried that torch for so many years as we move into the heavy lifting? It’s natural to want to move to the next thing—but I’m convinced that today we are largely still talking about the “social media” era. The best of “social business” is yet to come in my opinion and we have a lot of work to do in between. Let’s take a look back before we begin to look forward.

Digital: The Interactive Revolution
When I entered the workplace—the world was already in the process of going digital. E-mail was just being introduced and I had gotten a job immediately largely because I entered the business world with a valuable skill—I was taught desktop publishing (ie computer aided design) in addition to design fundamentals. The digital revolution initially begun by replacing the analogue world. Music was digital and computers offered an interactive medium to produce upon. Digital began seeping into personal and professional lives and organizations, businesses and industries had to evolve along with it. Most did and the ones that didn’t were outperformed.

Digital Media: Information Goes Online
The second wave of the digital revolution began to gain steam as the internet became move pervasive. The “Web” became first accessible through browsers and then it became the search engines which organized what we then called “the information highway”. A newdigital economy was born as companies rushed to stake their claim online. The “corporate” Website was born—essentially a glorified brochure for your organization however the business world began to wake up to the fact that not being on the Web was perhaps risking being irrelevant. This sentiment is important to take into account as we currently wrestle with the current state of social media. Looking back to the “Digital Media” era provides some insights as we look at how social media has evolved.

Digital Business: The Transactional Era
As the Internet, fueled by digital media and a wealth of information became more pervasive, the Internet evolved yet again creating new ecosystems resulting in new companies (Amazon, *eBay etc.) and creating opportunities for existing companies to extend their business models. Banks introduced online banking. Insurance companies supported online quotes. Cars could be customized and even purchased online. Large organizations grappled with back end integration as infrastructure was re-engineered. Digital had become not only interactive and informational, but it became transactional—offering organizations new ways to connect with customers or even employees (intranets). In short, digital became business and the flurry of activity in the form of mergers, acquisitions and the growth of system integrators reflected this.   Sigue leyendo

Social Business In Action: Field Notes


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I just finished up participating in one of our events for Social Media Week, a global conference taking place in several major cities around the world. Our panel moderated by colleague Robin Hamman included Euen Semple who previously ran social efforts at the BBC and Vincent Boon from Giff Gaff, while it’s still fresh on my mind, I wanted to jot down a few key thoughts:

Social Business Is About Applying Purpose & Intent At Scale
The above diagram is something I started off with and an attempt to describe social business in one visual. At it’s core, it’s about connecting stakeholders who are critical to the success of your business. And as I’ve stressed before—it’s about executing initiatives leveraging the “3 P’s”—People, Process & Platforms. I stressed starting with people.  Sigue leyendo

Trust Shifts From Institutions To Individuals


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Today I had the opportunity to present to academics and industry experts from the international poultry industry (you can listen to a re-cap via a short podcast from “Agwired” here). During the presentation I was able to share some results from the recently released 2012 Edelman Trust Barometer, in which the overarching theme is a general skepticism toward institutions such as government and big business with signs of hope when it comes to empowered individuals. Sigue leyendo

The Science Behind Making Your Posts Shareable


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This blog post was written by Marcus Taylor, co-author of the book Get Noticed and head of social media at SEOptimise. You can follow Marcus on Twitter here.

I’ve always been fascinated watching what content gets shared by the masses and what doesn’t. I don’t believe in the myth that ‘content is king’, I also don’t believe that it’s the timing of a post, or the credibility of the author that makes or breaks a blog post’s ability to spread like wildfire. In reality, it’s the combination of these factors that intensify a blog post’s likelihood of being amplified in the blogosphere.

If content were king, then great posts wouldn’t go undiscovered every single day. If author credibility was the be all and end all, Chris Brogan would be able to post the lyrics to a Justin Bieber song on his blog and we’d all share it (Chris, please don’t test this…). Sigue leyendo

Sponsored Stories Highlight Media Overlap



Posted by David Armano
http://darmano.typepad.com/logic_emotion/2011/01/sponsored-stories-highlight-media-overlap-1.html

 

Earlier this week Facebook announced its intentions to capture attention where it naturally lives–in the stream (or in the case of Facebook, your wall). The move signals what is likely going to become a standard for businesses hoping to become more visible and relevant to their audiences, it blurs three types of media (paid, earned, and social).

Paid:
Businesses will now have the opportunity to “enter the stream” not by force but through association with a participant’s behavior. In exchange for the contextual visibility, the placements will need to be bought. This part is a true paid media model.

Earned:
A business will be mentioned in context with a post so although it has to “buy” its way in, it relies on the participant to take an action related to the business. If a participant “checks” into a BMW dealership for example, that provides an opportunity for the business to “sponsor” that status update. But the business has to earn it through the relevant action of an individual.
Sigue leyendo

Deconstructing Your Social Business Plan For 2011


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It’s 2011 and as you gear up for planning initiatives for the new year, it’s the best time ever to take a step back and think about what needs to be done before you take action. But before even doing that, you may want to think about how you’ve approached initiatives in the past. Here’s a simple framework to consider:

Implementation & Execution
If you’ve launched anything—whether it be a Facebook page, Twitter account, YouTube, or an internal communication/collaboration platform then you are to be congratulated because you have executed. However, many organizations who have jumped into the social waters now find themselves dealing with new challenges. Large organizations who operate globally may have scores of digital embassies which do not coordinate or exist within any defined architecture. Departments may have launched pilots as rogue efforts which initially were successful but are difficult to scale. Marketing, customer service, HR, IT, and a host of other operational groups may be in turf wars over who runs what. Your business partners may be engaging in their own turf wars. In short, getting something executed and maintaining it is a great place to be in, but it also creates new challenges which require formalization as the space matures.
Sigue leyendo

It’s Time To Move The Needle


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If your business is being impacted by “social” in some way shape or form, then this should be significant goal for you as you take on the challenges change brings. We’re past the theory now. Teaching still plays an important role. Strategy is not optional. Implementation is where the rubber hits the road. Everything you plan on doing this year should move the needle somehow. Moving the needle can take various forms: Sigue leyendo

Six Social Media Trends For 2011


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Originally published at Harvard Business Review

It was a banner year for social media growth and adoption. We witnessed Facebook overtake Google in most weekly site traffic, while some surveys reported nearly 95% of companies using LinkedIn to help in recruiting efforts. In my outlook for last year, I cited that mobile would become a lifeline to those looking for their social media fixes, and indeed the use of social media through mobile devices increased in the triple digits.

I also outlined how “social media would look less social” or more accurately exclusive, and indeed, we’ve seen the re-launch of Facebook groups, which focus on niche interactivity, and more recently, the emergence of Path, billed as “the social network for intimate friends” which limits your network to only 50 people. The past year also saw some brands go full throttle on Foursquare‘s game-like geo-location platform, attempting to reward mayors and creating custom badges for the network’s power users. Sigue leyendo

Scenario Planning + Managing Your Inevitable Social Media Crisis


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Source: Decision Strategies International

I see it weekly if not monthly. Brand or company X goes about their business on a social platform, marketing, putting out fun apps, doling out coupons and yes in some cases, engaging. Then one day, they get attacked by their customers or perhaps an advocacy group. The response tends to always be the same.

Shut it down.

In my estimation, the organization, business or brand in question has not gone through the rigor of scenario planning, and doing the fire-drills to prepare for attacks in social media. The biggest farce any organization will believe in social media is that they will be loved the moment they engage in social media. They may be. They will likely be hated as well and everything in between.  Here are some thoughts that every organization who chooses to participate in social media should consider before, during and after they build their followers, fans and attract foes. Sigue leyendo

Humanizing Business & Brands: Your Ambassador Ecosystem


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Ambassador Ecosystem
I just returned from a trip to Montreal where I spoke at Webcom about humanizing business and brands. I also got to spend some quality time with folks I’ve admired for a while. While there I enjoyed a wonderful dinner with Trust Agent Julien Smith, and friends followed by a totally rocking Karaoke session with fellow enthusiast and Whuffie star Tara Hunt. Tara has also taken the helm of a very cool new start-up (more on that later). I also got to spend some quality time with fellow speaker Marsha Collier and UX research pioneer (and friend) Jared Spool, a great and smart man.

Back to the idea of humanizing business and brands. Can it be done? Of course it can–that’s what this whole “social thing” is all about. But the catch is understanding and activating your entire ambassador ecosystem and getting your social diplomacy programs working with each other as opposed to against. Here’s how you can look at your ambassadors and the roles they play: Sigue leyendo

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