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Thoughts on how we got where we are, current consumer trends, how we have to think when it comes to digital and social marketing, tactics and strategies for changing an organization or agency, and mistakes you should avoid. Presentation to Boulder Digital Works Exec 36 Hour Session. This presentation had five parts. It is also online as a video, though you have to get through some dead time at front at: http://www.ustream.tv/recorded/6182068 Part 1: A generation has to die The basic ideas is that legacy systems -- manufacturer/consumer; broadcaster/viewer; publisher/reader; agency/audience -- still exists. But right side (viewer, reader, audience) has changed faster than left. Consumer is no longer passive. Instead she’s a creator, distribution channel, commenter, etc. Brands no longer need ad agencies. Kogi BBQ builds brand with Twitter. Cliff Freemen, agency for Pizza Hut and greatest TV agency of all time, goes out of business. Learn from what Google did right, the power of community, the limitations of legacy systems and power of free content. Read Auletta, Shirky, Lanier and Anderson. Part 2: Digital is not about technology. It’s about people. Eight trends. I’ve talked about them often in my presentations. 1. The consumer wants to create. 2. We have complex relationships with media. 3. Community is our new source of content. 4. We want to do business with people or brands that act like them. 5. We have more power than ever before and we carry it with us. 6. There’s no such thing as perfect. It’s crazy to pursue a single insight and a one-message campaign. 7. We have a new definition of quality: fast, easy, portable, accessible 8. Attention is the new scarcity. Part 3. If you can’t be a digital native, be a digital immigrant. 1. Conceive ideas that generate content. (True Blood, Go with the Grain, Art of the Trench) 2. Create experiences that earn attention by inviting participation. (National Grid/Floe, Nike Chalkbot, TheNextGreatGeneration.com) 3. Be media specific with your content. Don’t stick the same video all over the place. (Timberland’s Stay on Your Feet, for example) 4. Master conversation strategy. See my blog post on conversation strategy. This is an art and a science. 5. Embrace agility, constant presence,frequent experimentation (BrandBowl2010.com, AJ Bomber’s Swarm Badge; you can Google it) Part 4. Expect some pain. Here’s what we’ve done: 1. New strategy based on how consumers interact with content, media, technology and community. Not about main communication point; about generating talk value. 2. Interdisciplinary vs multi-disciplinary. 3. Expand the team and learn to appreciate each other’s perspective 4. The "T" person who understands and can inspire all the many roles. 5. Make the process iterative; don’t start with TV, then web, then media, then PR. Turn it inside out. 6. Become a learning organization. Made by Many, a London company of 23 employees, send 18 of them to SxSWi. Learn to love to learn. Think in new terms: community (not audience), experience (not message), engage (vs target), interest plan (rather than media plan), collaboration (instead of penetration) Part 5. Smart people can be really stupid. Here are some of the mistakes that my company, Mullen, made in how it sold, scoped, staffed, delivered and rewarded before we got digital right. Learn from them.
Citation preview
A generation has to die
Thursday, April 15, 2010
This presentation has five parts to it, all with the hope of sharing some lessons about how an agency can start to migrate from being traditional to digital. But it makes sense to start with why so many of us are where we are.
Thursday, April 15, 2010
For me it begins here. In the 60s, the golden age of television and media. Look what happened.
Thursday, April 15, 2010
The Ed Sullivan show brings the Beatles to america
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Life Magazine tells us about the civil rights movement
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Walter Cronkite brings the VN war into our living rooms every night of the week.
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Nasa takes pix of the first man on the moon.
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And Madison Avenue gets us to pay attention to its ads.
ManufacturerPublisher
BroadcasterAdvertiser
Programmer
ConsumerReaderViewerAudienceUser
Thursday, April 15, 2010
It was the decade that gave us two classes. Those who created the content and messages and those who received it. What’s happened in recent years is that social media and digital technology have changed the right hand side of this equation far more rapidly than the left hand side has gone along. That in a nutshell is what we are all struggling with, what we have inherited. Unless you are starting from scratch. Youtube. A digital agency. A new social platform. You are stuck with the legacy systems, to some degree, of what’s on the left. It’s a mindset, embedded deep in your muscle memory. I don’t care if you are an agency, a client, even an educational institution, this is how many still think. As if there are two classes. This is Rupert Murdoch believing people will still pay for newspaper content. Ad agencies thinking you can still market with interruptive messages.
Thursday, April 15, 2010
Many media companies still operate as if this is the way things work. I remember this. I used to listen to albums in the order the artist intended. Who was I to change that order. I was a listener. The band were the creators.
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Not anymore. Now I, we, they create, thanks to all things digital. Open source, APIs, miniaturization, whatever.
Thursday, April 15, 2010
And it’s everywhere, perhaps mostly with the digital natives, but also with the digital immigrants.
Thursday, April 15, 2010
And it’s everywhere, perhaps mostly with the digital natives, but also with the digital immigrants.
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Know one sits back anymore and receives. Not only that, the tools of the marketer and creator are available to anyone.
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Like Kogi BBQ, which launched a brand with a Twitter handle
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Or consider Gary Vaynerchuk. A folding table, a video camera and a belief in the democratization of wine. He builds his own audience on YouTube and along with it an $80 million dollar business.
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So, no arguments that the right side of the equation has changed. But here’s some evidence that the left side had better. You know much of this, but it’s worth dramatizing.
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The ad agency that used to be known for fast food marketing went out of business.
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As did this great magazine
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As did 105 city newspapers in 2009.
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Ken Auletta, Clay Shirky, Jaron Lanier, Chris Anderson. Learn from their messages.
Digital isn’t about technology
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Part 2. It’s all about digital, but it’s not about technology.
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It’s about the people who use it. I’ve noticed eight key trends.
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Consumers want to create and with the platforms and tools, they can
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Our relationships with media are complex. Even if we’re watching we’re not really watching.
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We have new sources of content. Most brands haven’t even caught on.
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We want to do business with people not companies and we expect new kinds of connections as a results
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We have more control than ever and we’re not afraid to use it
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More importantly you have less of it.
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There is no such thing as perfect. We are all individuals.
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Fast, portable, accessible. That’s the new definition of quality.
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Attention is the new scarcity
If you canʼt be a digital native, be a digital immigrant
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Thursday, April 15, 2010
Everyone has to evolve. It’s about what comes next.
A generation has to die
Conceive ideas that generate content
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So, that paints a picture of what we’re dealing with. So what does it mean we have to do.
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get other people to tell stories for you
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invite them to co-create those stories with you
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allow them to actually become part of the story
Create experiences that earn attention by inviting participation
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Invite participation
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Thursday, April 15, 2010
Thursday, April 15, 2010
Have an idea first, then advertise it.
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Earn attention: create experiences that the user gets involved with, learning, exploring, feeling
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Earn attention: create experiences that the user gets involved with, learning, exploring, feeling
Thursday, April 15, 2010
Learn to crowdsource;
Be media specific with your content
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Thursday, April 15, 2010
You don’t do the same thing on Facebook as you do in advertising
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Perfect example from Este Lauder: turn customer into a medium
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Stay on your feet: It’s an advertising idea
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Stay on your feet: It’s an advertising idea
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But also an app, utility and service to Timberland’s community
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With this job finding WAP
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...a platform that helps workers find jobs.
Master conversation strategy
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1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
March 2010
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I’ve written and spoken about this, but in social media, you can’t simply sell, you have to share, engage, create little gifts of content and then sell.
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try things, there is so much there to play with
Embrace agility, constant presence, frequent experimentation
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Thursday, April 15, 2010
Build things, play with platforms, use the APIS
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Foursquare, Plancast, Sticky bits are all worth exploring and leveraging
Expect some pain
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Thursday, April 15, 2010
re-think your strategy: about consumer relationship to content and media
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make your briefs active, not passive
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re-organize how you work
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move from multi disciplinary to interdisciplinary
Check list manifesto
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Make sure everyone in the room knows each other. Avoid mistakes like this one.
analytics
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
Thursday, April 15, 2010
Lots of disciplines
analytics
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
Thursday, April 15, 2010
You need to be a T person
TV WEB MEDIA PR> > >
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The old sequence. WTF?
PR MEDIA WEB TV> > >
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Be more iterative
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become a learning organization
community
experience
engage
interest plan
collaborate
audience
message
target
media plan
penetrate
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Re-think how you think
Smart people can be really stupid
Thursday, April 15, 2010
sell scope staff deliver reward
Thursday, April 15, 2010
Sharing some mistakes
how we delivered collapsed all project
management into one group, allowing key online
pm to leave assumed a “brand” creative brief
was enough despite lack of details to do effective
digital work allowed traditional creative teams to
present ideas before including UX and technology
failed to unite different groups physically
delayed integrating digital media, creative,
Technical Support neglected to invest in
collaborative technology, depending too much on
IT instead of developers
how we rewarded assumed digital people would
put learning on hold while they spent time cleaning
up after offline colleagues under invested in
training (formal and informal) didn’t mandate
digital skill expansion as part of performance
evaluation for all
how we scoped refused to acknowledge true
costs of digital gave team leftover money
squeezed from offline budgets failed to train
clients on actual value brought message rather
than experience mentality to the space gave
digital work away to “get” the business
perpetuated the diminished worth of digital
how we sold encouraging offline ae’s to think and
sell digital with no training or supervision
neglected to put digital-savvy person in new
business role arrogant enough to think we knew
what we were talking about
how we staffed continued to hire legacy talent
focused on usage rather than future when
downsizing assumed traditional talent could
lead digital efforts believed project management
could compensate for digitally naïve account
people defined integration as offline people
could try digital (but not the other way around)
Thursday, April 15, 2010
thank you
Thursday, April 15, 2010
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