If you saw Moneyball, you’ll know the scene. It’s the scene that summarizes why I am the way that I am. It’s the scene that explains why I want to challenge the “way things have always been done” because when it gets to that point, it’s time to do something new. It’s the scene that explains why I challenge those that ask what the ROI of social is when the only measurement I can get from a large TV media buy is impressions (bold statement to make but certainly appropriate).
Marketing is different. I subscribe to the notion that “social media” has transformed marketing from megaphone to dialogue. Consumers now expect to have conversations with brands. The DVR era has made commercials an easy thing to skip, but guess what…brands are putting them on YouTube so they can get more eyeballs and socializing them on Facebook and Twitter. That’s a little funny to me.
I think many people and brands understand this and are trying to figure it out. We all know what Old Spice did in taking their traditional TV commercial and transforming it into a platform that in a humorous way talked to its consumers and fans. They understood this “trend” and took a chance on something that was different.
The critics of social media and those that say it doesn’t work only have themselves to blame. I recently read an article from Ian Schafer on Ad Age (definitely take the time to read it) where he talks about this very thing. Two things resonated with me.
- FACEBOOK IS NOT A PUBLISHER. FACEBOOK IS A PLATFORM. And it’s the way people spend the most time with digital media.
- Solely blaming Facebook for their inability to deliver advertising ROI, or enough metrics, is like blaming the school you went to for your salary not being high enough. Advertisers are in full control of the experiences they create on and off the platform.
At the end of the day, we control the advertising switch. It’s up to us to flip the switch and do things that engage consumers and make them want to engage with you. That includes using the platforms for conversation and not publishing as well as embracing technology and allowing the consumers to have the power to make their brand experiences personal.
Don’t be a dinosaur.
Have you ever thought about the advancements in technology and how easily we take things for granted? The following clip is from Louis C.K. when he was on Conan O’Brien a few years ago. This is an amazing 4 minutes that everyone who knows anything about technology should pay close attention to. It made me realize how quickly we can take things for granted.
Things move quickly. Look at what the social web has done. Millions of apps. Marketing and advertising has been impacted. I new category in mobile computing was created (thank you Steve Jobs).
So the next time you start to complain about not having wireless or you have to wait a few extra seconds for your phone to find something on the web, think back 10 years ago. Did you think any of this was possible then?
Earlier this week I received an e-mail with the following in the subject line: “Take time to read – Especially the 19 facts at the end. Enlightening or Scary?”. Normally I quickly realize these are the typical chain e-mails but for some reason, I decided to read it. The e-mail basically talked about 9 industries that are being changed by technology and 19 facts about the deindustrialization of America that will blow your mind. After doing a little digging, I found that these articles, either together or separately, have been floating around the internet for a few months now.
At any rate, I realized how happy I was to be in the job that I am in now. As part of MRM Worldwide‘s Focus Innovation Team, it’s our job to learn about new technologies and how they can improve some of the daily tasks we take for granted. Rather than complain about how China or other countries are “out-innovating” us or worry about manufacturing jobs being outsourced to other countries, why not embrace what technology can do and the possibilities it can provide? My point is that America was founded on innovation. As the landscape has gone global, other countries are discovering how technology can be a part of our lives. Maybe we just forgot and needed a not so subtle reminder to always look ahead and invent new ways to do things.
Let me leave you with 2 videos I came across last week. The first is a video I saw from Church Crunch. It takes a look at newspapers and if they were invented today.
The second video I found on Michael Hyatt’s blog and looks at books and the possibilities that could exist with technology that makes this possible NOW!
In both these examples, the traditional model has been reinvented. I for one find this completely exciting! What about you? Do you fear this new paradigm or are you eager to see it evolve and innovate? Think about it and let me know your thoughts in the comments below. Have a great weekend!