Nov 08 - Getting Social

Stop any person in the street, ask them what advertising is, and chances are they’ll not only tell you, they’ll also have an opinion on it.

Ask that same person about social media, and there’s every possibility they’ll look at you like you had just asked them the square root of 347.

Of course social media and social networking are two of the marketing buzz-terms of 2008, but are we as an industry perhaps getting a little over excited by them?

I think we may be.

I’m not saying they’re not important or useful as marketing tools. I’m just saying that the average person in the street isn’t as aware or involved in social networking sites as we might think.

In fact, a recent survey by marketing intelligence group, Synovate, found more than half they people surveyed had no idea what social networking was. A similar survey conducted in April this year by Universal McCann also found social networking to be a minority activity.

Greg Verdino, from US agency Crayon, blogged on this subject recently. “Just because blogs, vlogs, virtual worlds and mobile social software might be woven into the very fabric of our day-to-day lives,” wrote Verdino, “doesn’t mean that any of these things have actually mainstreamed.”

When he uses the word ‘our’ Verdino is talking about thought leaders in marketing and the blogosphere. Not the populace at large.

“We're trying new things, overdosing on them and writing them off as yesterday's news long before the more typical consumer has even heard of them,” says Verdino.

“Take social networking for instance. Who among you doesn't at least have a Facebook profile? But imagine you're on a crowded train. Odds are the person sitting next to you couldn't tell you the first thing about MySpace or Facebook.”
I’m not completely sure I agree with Greg Verdino to be honest.

Whilst I don’t doubt that a large percentage of people may not have MySpace or Facebook accounts, that doesn’t necessarily mean they don’t participate in social networking.

As Chris Grayson from Gigantico points out, “We are too close to it.”

For him, the most popular and widely used examples of social media applications are email and instant messaging! “The people you really know,” believes Grayson, “are in your phone list.”

For the go-getters at the vanguard of social media however, everyday tools like email and the phone are old hat.

But when you stop and think about it, you can share just as much information and conversation with your friends using email and phone as you can with a Facebook account. It’s just that Facebook makes it so much more simple.

So perhaps the Synovate survey is wrong. Maybe most people are social networking, they just don’t do it using the latest hip new web 2.0 gizmos. Which is a bit of a shame, as applications like MySpace and Facebook really do facilitate social networking.

What the experts are slowly starting to realise though, is that these new technologies are actually taking us back to the so called good old days.

Writing on the One Size Fits One blog, Anjali Ramachandran says, “Social networks like Facebook and Twitter have basically taken the social system back to the period of small-town life when everyone knew what you were up to all the time.”

“Most of the people we know,” argues Ramachandran, “or at least those that we interact with on a regular basis are likely to be on Facebook.

At the end of the day, your life is most impacted by those people. So even though I am not super active on Facebook or LinkedIn anymore, I still maintain my profiles, because that's where my friends are.”

That’s also the case for me too.

The days of checking Facebook on a regular basis are long gone. But check it I do, because it brings my friends from near and far together in the one place. The same with my teenage daughter and MySpace.

As Chris Grayson says, “What these sites are brimming with are happy loyal members of tight-knit online communities.

When you’re on most of these sites, they ask in your user profile whether you wish to share your website URL, your email address and instant messenger identities.

But the true lesson to be learned from these sites is that, irrespective of technology, content is still king.“

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Greg Verdino

Chris Grayson

Anjali Ramachandran

Oct 08 - Express yourself

As a teenager I was one of the first kids to be allowed to use a calculator at school. I remember my Dad grumbling on and on about how he knew all his times tables by the time he started school. And how our generation had it all so easy.

These days calculators are commonplace. I have one built in to my computer, a scientific one in my iPhone and I also have one gathering dust in my desk drawer. That’s not to say the calculator is not a useful tool, it’s just that we take their existence for granted.

Clay Shirky touches on the idea of ubiquitousness in his book, Here Comes Everybody. His primary focus however is not the calculator, but the internet, and its ability to give everyone, well everyone with access to a computer anyway, a voice.

A professor at NYU, Shirky has consulted on the social and economic effects of the internet for the likes of Nokia, Proctor & Gamble, News Corp. the BBC and Lego. He’s also an in demand public speaker and a couple of months ago gave a talk in London, which was documented by Russell Davies on his blog.

In the eyes of Davies, Clay Shirky said something he believes we all need to hear. “The most profound thing that's happened with all this internet and media stuff is this; fifteen or twenty years ago, if you'd wanted to say something in public, to the world at large, you couldn't. You just couldn't do it.”

Since I read Russell’s post I’ve been wracking my brain trying to dispute this argument, but to no avail. The only thing I could think of was writing a letter to the editor of the newspaper. But even then there’s no guarantee that your opinion will appear or that it will appear unedited.

Says Shirky, “You always had to get access to someone else's media machine. You had to persuade your way or buy your way into the public discourse. You could write a letter to the paper, publish a pamphlet, make a sandwich board, do all manner of things but expressing a personal voice in public was an expensive and difficult thing.”

The primary difference between then and now obviously, is that you can get your voice heard on your own terms. And you can do it with relative ease. Not only that, but if you do it well, you can get other like minded people to join with you. “That,” says Shirky, “is a big change.”

A change so big, it prompted Russell Davies to pose these questions; “When everyone has a voice what are editorial columns for? How might they change? How should news change?”

I don’t know the answers, but I’d hazard a guess that some very highly paid people are currently locked away in the boardrooms of our major newspaper publishers wrestling with these very questions.

Of course academics and members of the Fourth Estate will argue that the independent voices expressing themselves on blogs and other internet empowered social media tools are not trusted sources of news and information. In 2008 this argument seems to be holding less and less weight.

The publishing power of internet and its impact on traditional media was covered beautifully by Clay Shirky in a recent post he wrote for the Penguin Books blog;

“Imagine a technology that, from its inception, threatens to throw intellectual society into chaos, a technology that radically democratises both production and consumption of media while creating countless new forms of expression.”

He didn’t stop there.
“Now imagine,” wrote Shirky, “that while some of the new material produced is of lasting value, most is evanescent at best, and that the resulting flood of material weakens traditional institutions, eroding their special place in society by making the functions they provide seem irrelevant to young people.”
As I sit typing this I can hear the sound of ‘hear hear’ resounding around many a hallowed hall. Thing is, Shirky wasn’t actually writing about the internet. He was highlighting, “The most intellectually radical technology the world has ever seen: the printing press.”

As a generation raised on the internet as their primary media and publishing source begins to make its way into our academic institutions and the workforce how will we cope with them?

Forget spending in time in the library. These are children of a different revolution. Are you ready for them?

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Clay Shirky

Russell Davies

Sept 08 - Going mobile

At the time of writing, I have sitting on my desk a call for entries for a mobile marketing award. Having recently returned from a trip to Japan, where the mobile market is infinitely more progressive than ours, I couldn’t help but wonder what Japanese marketers would think of our mobile marketing.

They’d probably shake their heads in disbelief. Virtually every mobile phone plan is Australia is primarily focused on phone calls and text messages. An allowance for data is rare and generally very expensive.

I believe the high cost of mobile web access has held back mobile marketing in this country. Which is why I was so excited by the arrival of the 3g Apple iPhone a few weeks back.

It seems our telcos have finally woken up to the future and introduced phone plans that actually encourage you to go online. Well some of them anyway! My plan includes a very generous data allowance. Sadly competitor plans do not.

So will the iPhone finally give our local mobile marketing industry a much needed boost? I think it will. As long as you have a plan with a decent data allowance.

Over a million iPhones were sold around the world on the weekend the phone was launched. A million! It took almost three months for the first generation iPhone to hit that sales target. Here in Australia, as we all know, it sold out across the country on the day it was launched.

So what are people doing with their iPhones? Well I can’t speak for everyone else, but since I got mine I regularly go online, as well as checking and replying to email when I’m out of the office. I would never have done this before, because the cost of doing it was prohibitive. Now it doesn’t cost me a cent!

If I’m behaving in this way, I’m pretty sure a hell of a lot of other people are too.

And in the same way that Apple kick started digital music with their highly successful iTunes Store, they’re doing the same thing for mobile internet with their App Store, which was launched on the same day as iPhone.

For those who are not familiar with it, the Apple App Store has literally hundreds of applications developed specifically for the iPhone. These range from games to widgets to useful business tools.

Some Apps you pay for, some are free, but I’d imagine every iPhone owner has downloaded something from the Store. In fact, over 10 million of them were downloaded over the launch weekend alone!

One of the most popular Apps is the iPint. This is a no-charge branded application developed by English ad agency Beattie McGuinness Bungay for their beer client, Carling.

This fun little app has literally thousands of people spending time having fun with the Carling brand and a virtual pint of the product. Who could have foreseen this kind of brand messaging even as recently as just a few months ago?

Asked about the iPint, and being seen an a first mover in the branded apps market, Carling’s marketing director, Nic Young, said, "Innovation is at the heart of the Carling brand -- through product developments like an indicator on our can that turns blue when it is perfectly chilled -- but also through emerging new technologies.”

Writing on the Financial Times’ blog, tech commentator Richard Walters also talked up the iPint; “It looks like Beattie McGuinness Bungay is the first to have cracked the code for using Apple’s new App Store as a vehicle for corporate sponsorship.

The free game it produced for Carling has made it into the top ten list of most-downloaded free apps. That puts it ahead of things like Google’s new mobile search application and MySpace.You can bet that every adland tech geek with a taste for the viral is even now switching his or her attention to the latest Apple toy.”

He’s not wrong either. Within ten minutes of me downloading and playing with the iPint, I was already thinking of an idea for an automotive client. All I need to do is get them interested in the idea. Which won’t be easy, given the slow take up of mobile internet use in this country.

English blogger the Bubbler believes that, “Many in the technology industry see significant potential in the iPhone as a standalone computing platform.” He writes that, “Kleiner Perkins Caufield & Byers, the investment firm, has set up a $100 million fund purely for investment in iPhone-related software companies.”

With that kind of money floating around, you’d imagine the mobile marketing industry will be rubbing their hands with glee, as after many false dawns, they finally start to see their industry becoming a key channel in the marketing mix.

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Richard Walters
The Bubbler
The App Store

August 08 - Brand promises

Once upon a time, the term brand was something that existed primarily within the confines of advertising agencies and marketing departments. These days it has become part of everyday language.

Sadly this broadening of usage has resulted, I feel, in a dilution of what brands are really about. This was brought home to me quite spectacularly, by a recent speech on brands given by the American designer Brian Collins, which was archived on the Brand Experience blog.

Speaking at the One Show festival, Collins demonstrated the power of brands by launching into a history lesson about pirates. Yes pirates, or to be more specific, their instantly recognisable skull and crossbones flag.

“Back in 1748,” said Collins, “if you had the misfortune of being a single bobbing ship at sea when a tattered vessel with a skull and crossbones crossed your path, you knew instantly what to expect.

You're fu%&@d!!

As you sail closer," he continued, "the brand promise is reinforced by everything you see. A cannon fires, shots go off: the brand promise becomes brand immersion.

In three hours, maybe less, the brand delivers everything it promised: death, pillage, and maybe a not-so-promising hostage situation.

The fulfillment of the skull-and-crossbones brand promise remained so consistent over fifty-plus years that, by the 1800s, pirates didn't even need to waste gunpowder. They had only to raise the black flag to yield the desired results: surrender, animal fear, free doubloons and maybe some teabags.

Pirates (TM!) succeeded because they connected brand promise to performance.”

In the opinion of Brian Collins, a brand is a promise made consistently over time. Using that logic, it follows that if the promise perceived in the advertising is honored by the product or service, the brand flies.

It’s a simplistic viewpoint, no doubt about that, but you have to admit he makes a pretty strong point.

Commenting on Collin’s pirates speech, Erik Roscam Ebbing makes some great points on how the pirates would have faired at the dawning of the 21st century:

“That's a very accurate demonstrator of what happened with branding in the late 90s: like pirates becoming lazy and just raising their flag to achieve the desired result, brands started confusing promise with delivery.

The result was empty promises without the tangible benefits to fulfill them. Rather than the brand being a platform for the delivery of meaningful experiences and innovations, they became a facade behind which marketers could hide from the scrutiny of the consumer.

Until the consumer started finding out of course.

And started demanding authenticity, transparency, fulfillment of promises and true meaning. To me that's where brands rediscovered their true value and meaning.

I wonder how the pirates would have managed in say 2001? Maybe someone would have posted a blog entry on the absence of any real cannons and gun powder on their ships.

Soon enough the skull and crossbones would have faded to an empty promise of a forlorn era. And even pirates would have had to fulfill their brand promise to make a living!”

There are way to many examples of brands failing to deliver on their promises to list them here, but I’d like to wrap up this month’s column with you a classic example of over promise and under delivery that I found recently on Charles Frith’s blog Punk Planning.

Frith had been on a business trip to Dubai and his blog post was accompanied by half a dozen photos of people sleeping on chairs and or floors at the Dubai airport.

The sight of people snoozing in an international airport is, let’s be honest, not that uncommon. Flights are delayed or cancelled all the time. What made Frith’s photos so interesting was that many of the people were sleeping beneath widescreen plasma televisions carrying chest beating brand messages from the airport authority.

“It struck me while departing through the airport,” wrote Frith, “that while it's all fine and good to have a decent monologue with customers beating our brand chests, the whole point about the 21st century marketing and Web 2.0/Digital dialogue is that if brands aren't able to shift into that dialogue mode when circumstances demand, then they end up losing so much of their effort.

If any brand or agency isn't talking about ways to open up a meaningful dialogue with their customers during the inevitable part of life when things don't go according to plan, then they are very simply wasting money and inevitably pissing off people.

I've got 20 ideas in my head for how the Dubai airport authority could win over everyone of the carpet sleepers I saw that night, but you can rest assured that filling those plasma screens with more chest beating 'hub of the world' content is way more important.

Making profits isn't as hard as it made out to be,” says Frith. “Losing customer loyalty and the money that goes with it is even easier.”

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Brand Experience

Punk Planning

July 08 - Generation V

An entirely new generation of people has been born. This generation is not defined by age, gender or social standing, but by their use of digital media channels. Adam Sarner, principal analyst at Gartner, has dubbed this disparate group of individuals Generation V.

In a recent interview with Forbes.com Sarner described Generation V as a segment of the population “empowered by the democratisation of technology and new means of communication.”

According to Sarner, “Gen V have an increasing preference toward the use of digital media channels to discover information, build knowledge and share insights." Which sounds good, but what does he mean exactly?

In essence, Sarner is talking about people who maintain an online profile of some sort “To communicate across the boundaries of time and geography, create and distribute original content, and/or collaborate with one another.”

As a fortysomething blogger, and regular contributor to a variety of online discussions and conversations, I guess that makes me a member of Gen V.

Strangely, at least in my eyes, many of the young people looking to break into the advertising and marketing industries are not part of this generation. Sure they’re regular users of the likes of Facebook and MySpace, but how many uni students are dabbling in Social Media?

Greg Verdino, from US based new marketing company Crayon, had this to say about students he’d met whilst giving talks on Social Media at several American universities:

“Many weren't even aware of blogging and podcasting; even fewer were actually doing one or the other themselves. I was teaching them about what they are, how and why people use them, and where they may be going over the coming decade or two.

Were these students typical of their (age-based) generation? I have no idea. But given that we're talking about several different groups of students at several different well known universities, I suspect they are not exceptions to the rule.”

Of course there are plenty of kids out there with the smarts to not only get involved with social media, but also the ability to use it to help them in their career. In fact, the idea for the column came from a couple of blog posts and emails that I exchanged with young Aussie marketer and Monash Uni student, Julian Cole.

Julian is one of a handful of students at Monash who actively write about and critique marketing and advertising. One of his fellow students, 18 year old Zac Martin, is a regular commenter on my blog. I’m sure there are many others. If you’re a student blogger, why not send me an email?

During my brief tenure on the teaching staff at RMIT University, I introduced advertising students to the idea of using a blog to help you get your first job. Only a handful of them maintained their blogs for more than a few months, but I’m pleased to say that those that did have all since gained employment.

Over in the UK, there are quite a few wannabe advertising creatives who blog. These blogs make for an interesting read, as the kids document the trials and tribulations of trying to secure a job in the toughest ad market in the world.

My personal favourite is Gwen Yip, a Hong Kong native who documents each and every day of her London job search with cute little drawings of the people she meets and the situations she finds her self in. It’s always worth a visit.

The most brazen use of digital media to get noticed in the advertising industry belongs to Sam Ismail, who has set a new standard for creativity and initiative in getting noticed to get a job.

Sam, like many young hopefuls, had his interest tweaked by an ad for an internship at Saatchi & Saatchi in London. The headline on the ad read; Turn this poster into a job.

Unlike all the other kids who saw the ad, Sam didn’t start dreaming up advertising concepts. Instead he came up with a big idea. A really big idea. He listed the internship on eBay.

He then seeded his idea, by leaving comments on advertising and blogs about Saatchi offering a job to the highest bidder in an eBay auction.

As you can imagine, this stunt got people talking. So much so, that if you do a search for it on Google, you’ll find over 8,000 page references.

Campaign magazine contacted Saatchis about the auction, so Ismail got in touch with the editor and told them what he had done. Next thing he knew, he got a phone call from a Saatchi legal eagle threatening to sue him!

Suffice to say the story has a happy ending. Sam met dozens of influential people in the industry. He got noticed and talked about. And most importantly he landed himself a job. Proof, if it was needed, that Generation V are the future of our industry.

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Greg Verdino

Gwen Yip

Julian Cole

Sam Ismail

June 08 - The future?

Many years ago I was offered a job at a direct marketing agency. Even though the agency in question was part of a top five global advertising group I turned the job down. I just couldn’t see myself stuffing envelopes for the rest of my career.

The creative director wouldn’t take no for an answer. A Californian, with a striking resemblance to the singer songwriter Jackson Brown, he spoke to me about the arrival of what was then known as the information superhighway.

He lured me into the job with his predictions of the impending dominance of digital as the primary medium for consumer communication. For him, direct was not about envelopes and letters, it was about engaging people one to one and digital would revolutionise the way brands did this.

Suffice to say I was swayed by his vision and started work a couple of weeks later. Sadly, many of our clients at that time didn’t share his enthusiasm for all things digital. They saw the internet as a bit of a fad, something of minority interest at best.

Recently I stumbled across an unintentionally hilarious article on the internet, from a 1995 issue of Newsweek magazine. Its author, Clifford Stoll, also saw the internet as little more than an over hyped fad.

What follows are a couple of excerpts from what Stoll had to say in his Newsweek piece entitled; The internet? Bah! Why cyberspace isn’t, and never will be, nirvana.

“Visionaries see a future of telecommuting workers, interactive libraries and multimedia classrooms. They speak of electronic town meetings and virtual communities. Commerce and business will shift from offices and malls to networks and modems. And the freedom of digital networks will make government more democratic. Baloney”

He didn’t stop there.

“Nicholas Negroponte, director of the MIT Media Lab, predicts that we'll soon buy books and newspapers straight over the internet. Uh, sure.

Then there are those pushing computers in schools. We're told that multimedia will make schoolwork easy and fun. Who needs teachers when you've got computer-aided education? Bah.”

As we all know, everything that Clifford Stoll derided as hype back in ’95 has since become a reality. The way we work, communicate and consume has been radically altered by digital technology.

Advertising agencies however, have changed relatively little since that time. Sure everyone has a computer on their desk. Clients view word docs and PDFs via email rather than at meetings, but the day to day nature of the advertising agency is pretty much as it was in David Ogilvy’s heyday.

Iain Tait, from the British digital hotshop Poke, wrote a great post on his blog Crackunit recently, where he asked when we were going to see a truly next generation agency.

“There’s new agencies starting every week,” said Iain. “Most of these new shops are claiming to be some kind of new thing. But if you’re trying to hire people who work in other agencies (media, digital, design, whatever), the danger is that you’re going to end up with just another variant of an agency.”

In Iain Tait’s eyes, most of these new agencies seem to be built on well understood principles with well understood types of people working for them. For me, the term ‘Emperor’s new clothes’ springs to mind.

So how does Iain see the version 2.0 agency?

“Hire some digital natives. People like me who think that digital is ‘a thing’ are old-school. We might be able to help get you through the next few years, but unless we become less in awe of a bunch of computery things, we could end up making ourselves obsolete.”

To put that statement in perspective, consider this; Iain’s agency Poke was last year voted #2 digital agency in the UK. They had two pieces of work in the UK’s top ten digital campaigns. And Tait himself was ranked as one of Britain’s top ten digital talents.

Having watched a TV show on the golden age of British advertising, Tait noticed that, “The agencies who were producing great work were almost unquestionable.” So where, he asks, “Can you command a position of unquestioned god-like genius?”

In Iain’s mind, advertising and marketing would definitely not be at the top of the list.

Wow! The agency of the future wouldn’t have advertising or marketing as its primary reason for being. So what would this next generation of agency do?

I’d like to hope it would fulfill the vision of my old creative director, and produce great ideas and thinking that engages people rather than interrupting, shouting at or annoying them.

Here’s to the future.

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Iain Tait

Poke

Clifford Stoll’s Newsweek article

May 08 - Picture this

I was recently asked to give a presentation to students studying professional writing for their degree at Melbourne University. The topic was copywriting for digital media.

I’ve held many roles in the advertising industry, but copywriting is where I started, and it’s still something I love to do.

Now, as any half decent copywriter will tell you, there’s a lot more to the job than simply writing copy. Ideas, concepts, problem solving; these are all part and parcel of the copywriters role.

So rather simply than focus on writing for my student talk, I developed a presentation using great examples of visual thinking. I wanted to show them there was more to advertising online than bloody banner ads.

My talk about copywriting ended up featuring lots of video, great use of emotion and humour, plenty of great writing and yet very few words. I suspect this was because the rapid growth of high speed broadband, use of Flash technology and the popularity of sites such as YouTube, have changed the web from a primarily text based medium.

Recently in the USA, Gary Schenk, CEO of image library Corbis, made a pronouncement that images will eventually supplant text in the online media.

Given that Schenk is head of an image library, his viewpoint is probably biased, which is why Jim Morris took him to task on his blog, Advertising for Peanuts.

“I find this both silly and scary,” wrote Jim, “a real hackle-raiser. Mr. Schenk articulates an across-the-board dismissal of language as some old school artifact or vestige of a bygone era.”

He went on to say, “It's one thing to point out the obvious, that the web is becoming and will continue to become more visually interesting. But it’s an entirely different thing to proclaim, as Mr. Schenk does, that imagery alone can send a powerful message.”

Like Jim Morris, I also think Schenk got a bit carried away. Images are important, there’s no denying that, but the power of language could never be replaced by a collection of pictures.

“The stock images and footage that Mr. Schenk hawks,” argues Morris, “regardless of how rich, compelling, provocative, beautiful, true or cool they may be, must always, by their nature, be relegated to the role of handmaiden to language.”

Morris closes his blog post with this insightful summation; “As visually oriented as advertising communication may become, it is only via language that it can be made to convey, not just some meaning, but the very specific meaning intended by the advertiser.”

The Dove campaign for real beauty is a great example of the kind of thinking that Jim Morris is talking about. The images used in the campaign would be little more than nice photos of women without the concept of ‘real beauty’ to give the images a context.

The agency behind the Dove campaign is Ogilvy. Which brings me to a great example of the power of words and language in advertising that I discovered on the blog Brentter - an old house ad for Ogilvy.

“It is definitely something that you don’t see too often these days, especially in long-form copy.” wrote Brent Terrazas from Brentter, “Pearls of wisdom from some of advertising’s best.”

The ad in question is definitely something of a rarity these days. It’s all copy, with not a single picture to be seen. If it ran in this magazine today, the headline would still prove hard to ignore; How to create that advertising that sells.

Over the course of a whopping 1,909 words the ad goes through a selections of ways to improve the effectiveness of your advertising, all of them, of course, used and recommended by Ogilvy.

Here’s one gem that I think is worth considering, given Gary Schenk’s comment on the death of copy; “Story appeal. The more of it you inject into your visual, the more people will look at your advertisement.”

Even though the Ogilvy ad recognises the importance of the visual, it doesn’t do it at the expense of copy, proudly declaring, “People read copy.”

What the writer, yes writer, of the Ogilvy ad recognises though, is the one thing that Gary Schenk has overlooked in his simplistic argument – the power of the idea.

“Unless your advertising is built on a big idea it will pass like a ship in the night. It takes a big idea to jolt the consumer out of indifference. To get noticed.”

The ad goes on to say, “ Big ideas are usually simple ideas. But big simple ideas are not easy to come by. They require genius and midnight oil.”

Libraries and bookshops are filled with evidence of this genius. Somehow I don’t think they, or the internet, are going to be replaced with a collection of stock photography any time soon.

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Advertising for Peanuts

Brenttner