Tag Archives: crowdsourcing

How You Handle Social Media With Your Staff Will Become Key To Success With Your Customers

Marketing 101.

Please bear with me. I need to remind you of some of the accepted basics before I try to make my point.

In Marketing 101 we learn that the key to successful marketing is for a Brand to have a clear, quite distinct Positioning which expresses its Benefit, along with a unique Identity which distinguishes it from its competitors.

The Positioning must be relevant to how targets view  the category. The Benefit must be based on insights into what the targets need or want. The Identity and how it, the Benefit and the Positioning are expressed in Marketing Communications all need to work in harmony, informed by insights into how the targets consume Media.

The result is that targets should recognize how our Brand is different from competitors in our category, will see clearly how using our Brand will Benefit them and that they will remember what our Brand looks like and stands for when next they are in the market for the good or service we sell. All this is revealed to them through wisely crafted Marketing Communications efficiently transmitted to them through a cost efficient selection of Media.

Wake Up!

Some time in the near future this is going to sound delightfully quaint when a museum docent is lecturing on marketing history. Why?

We’ve Started Finding & Switching Brands Through Our Social Graph.

The most powerful marketing medium has always been Word Of Mouth (WOM). We generally distrust commissioned salesmen, in person or in the media, but we trust our friends with whom we share a vested interest in mutual safety and happiness.

Nielsen Company April 2009

(Apologies. This is blurry on the WordPress page. Click the image for a crisp view in your browser.)

Now with the social media at our disposal we can very quickly tell our friends, who tell their other friends while people we don’t know at all find our comments through a hashtag and so on and so on… Good news, or bad, it gets out there quickly and with no brakes, parachutes or warnings.

Your Customers As First Line Brand Advocates.

Your brands have always been represented by the very people you are marketing to, whether they speak well, or ill, of your brands. The difference is that now they can tell the world in 5 minutes with a couple of clicks. iWOM.

What they say gets reposted or re-tweeted and soon you have more reach and frequency than you ever imagined. All un-paid for. Earned media. You have no control over the content of those messages once they are out there, but you can build a good foundation to limit the amount of problems you could end up with.

Your Staff, Colleagues & The ‘Net Promoter Score’.

How you recruit and treat your staff and how you engage them with your brands through Internal Marketing needs to become a key part of your earned media marketing strategy. So is loosening up your company’s rules about using social media at work.

Several companies including very large and famous ones have started to use the Net Promoter Score as a measure of how the company is doing. It works like this.

A survey is done throughout the company, anonymously, and it asks only one simple question: “How likely is it that you would recommend our company to a friend or colleague?” The answer is a rating on a scale from 0 to 10. There is a strong positive correlation between high NPS scores and strong company financial performance.

Giving Everyone The Means To Market Your Brands

Your own staff and colleagues can be upgraded from responding to an internal NPS questionnaire to being part of your sales and marketing team because they are people first, before they are employees and they increasingly socialise and comment online.

Treat them well, educate them honestly and transparently about your brands, give them guidance on the verbal branding  – the way your Brand speaks – and they will be able to contribute to, engage with and when necessary rebut anything they find online about your Brand. You won’t have to hire a “social media manager”, dump it on the intern or beg the CEO’s executive assistant.

The reality is, your staff and colleagues are going to do some of this anyway. Wouldn’t you be wiser to equip them properly?

There is one fundamental to all this and it comes down to your organization’s leadership and culture. Hire good people, treat them well, empower them to be Brand Advocates no matter what their job in the company, and you are off to a great start.

Treat them badly, lie to them about your brand, ignore the opportunity to make them online advocates and you deserve to suffer the consequences.

Remember, 5 minutes and couple of clicks is all it takes.

iMedia Brand Summit 2010 Closing Keynote Talk.

The brand marketers who attended iMedia  2010 were kind enough to vote this the best presentation of the summit. Where I ran videos in the actual presentation you will find pages with the links to the relevant videos on YouTube and, if Steve J hasn’t changed his mind and taken down the iPhone OS 4 / iAd streaming presentation, at Apple.

My thanks once again to:

Ken Mandel of Yahoo and Agatha Yap of McDonalds who recommended me to Ad Tech / iMedia ; Joe at ComScore who provided data; Tom and Jerry (seriously)of MobileNow, the iPhone, iPad & Android app developers in Shanghai for data, insights and magic; Benjamin and Christoph of Wildfire Asia WOM in Singapore and Shanghai for insights, POV and reference leads; Eddie Chau of Brandtology for the topical case study, other great charts and your vision; Josh Sklar of Heresy in Austin, Texas for your insights, the reference links and 15 years of partnership in digital.

It’s all about the Social Graph in action and you guys helped prove it through your excellent input. Again, Thank you all.

There’s a lot happening out there!

View more presentations from Innovize.

How Punk Capitalism and the Brand Experience Mashup will Change the Ad Industry Forever.

Ads & Mashups.

©Yahoo 2006

Researching my previous post a word from the 4As Transformations 2010 website blurb stood out.

“Mash-up” (sic).

For many in the ad field, “mashup” probably brings to mind dance mixes of vocals, instrumentals and samples from different styles and cultures. Or maybe Google Earth.

Here’s the current entry in Wikipedia: “The term mashup originated in web development. It is a web page or application that uses or combines data or functionality from two or many more external sources to create a new service.”

Please study that and remember it.

Marketers & Ad Agencies Stimied by Silos.

Territorial silos, top management ignorance and a lack of leadership pulling it together made the ad agency business fall apart. Here’s a recent comment from Bob Jeffrey, Chairman and Worldwide CEO of JWT, first having a “go” at marketers for their silos:

“My hope is that the recession will have been a huge wake-up call to clients with regard to that siloed mentality. It’s not only inefficient from a cost-savings perspective, but the more you collapse the silos, the more integration you drive, ultimately leading to a more effective environment in which to deliver better ideas and stronger creative output.”

Then Jeffrey hammered ad agencies too:

“[Agencies] need to know when to compete and when to collaborate. Agencies are inherently territorial, tribal and competitive, but it’s critical to take an agnostic, less ego-centric approach to collaboration, and to have a bigger view of the world and the direction in which the world is heading if agencies are to achieve the ultimate goal of making their clients successful.” (Campaign, #worldview blog).

Punk Capitalism & Breaking Down The Barriers.

In his brilliant “The Pirate’s Dilemma – how youth culture is invigorating capitalism” Matt Mason wrote “Our world today is starting to look a lot more like a punk gig (okay, maybe with slightly less spitting). The barriers to entry are being kicked down, and this new breed of fans-turned-performers, including you, is rushing the world stage. Technology is cheap; information is everywhere; the roadies are gone (who takes advice from roadies anyway?). The only thing left to do is to stop defining ourselves by the old hierarchy and run up onstage.” This is the world of search, social media and street art; of YouTube , Twitter and Mark Ecko “tagging Airforce One“.

Frans Johansson, innovation author of The Medici Effect saw how the Medicis catalyzed the Renaissance by breaking down barriers between different fields and cultures, allowing art, architecture and humanism to thrive. Think Michaelangelo and Da Vinci.

Johansson’s thesis is that knowledge about a specific field leads us to put up “associative barriers” around that knowledge. “They inhibit our ability to think broadly. We do not question assumptions as readily, we jump to conclusions faster and create barriers to alternate ways of thinking about a particular situation.” The silos develop and we lose our way.

Professor Andy Miah, editor of “Human Futures: Art In An Age Of Uncertainty” puts it like this: “We no longer need [just] specialist knowledge but trans-disciplinary creative solutions”.

The Brand Experience Mashup.

So, how does the Brand Experience Mashup become the future of the ad business? That a mashup “combines data or functionality from two or many more external sources to create a new service” is the key.

The brand communications industry isn’t working well for marketers or its own staff and shareholders. Partly because the bits don’t like working together and largely because the old-school mentality can’t unleash and re-combine the power of their disciplines, in the holding companies that control them, to change that.

Each holding company has the parts needed. They remain siloed in agency brands, with their own P&Ls and little vision beyond their omphalos. WPP tried to combine those bits and produced the ill-fated Enfatico of 2009 and the earlier Team Samsung of 2004 – an unwieldy 6 company clash of egos and territoriality which lost Samsung in under a year to Leo Burnett. A single agency.

Credit to WPP that they keep trying. The lesson is it’ll take radical restructuring, not just a Newco and corporate duct-tape, to create what’s needed.

Remixing the past won’t deliver the changes needed for brands and their communications to create real value. What is needed is a sustainable, continuous cycle of creating, hearing and responding to feedback about, and creating further brand experiences. That means, as Sean Boyle said in the video I linked to last week, “Instead of taking 8 months to do one thing, we need to do 8 things in one month!”

Full Service Agency Redux Is Not The Answer.

The Brand Experience Mashup is a new kind of service through a different organization probably bearing little resemblance to an ad agency and perhaps looking more like a professional services firm with long tails of content creators.

Corporate Mashups & Why Holding Companies Can’t.

Real progress in building value through communications for any brand will require those organizations to be corporate mashups; designed to bring all the fields together on one client-centered P&L for brand centered results. Design, media, retail, PR, digital, data analytics, promotions, sponsorship, WOM… the lot!

The focus to make this work is simply The Brand User.

Everything about brand experience must be built around real insights and true understanding from deep knowledge and ongoing interaction with brand users.

We are starting to see suggestions of how to build brand experience businesses this way. With crowdsourcing and expertsourcing, innovation and leadership and learning from  professional services firms, from hackers, hip-hop and pirates.

A superior brand support industry will develop because brands need it and because free-thinking innovators, driven to find new and better ways unconstrained by current structures, will create it.

The holding companies may seem to have all the pieces but they also seem to be stuck in all the wrong configurations. It will be interesting to see if those legacy investments can be pulled apart and recombined to survive and continue to serve their shareholders.

How Ad Agencies Could Learn To Stop Worrying And Love Crowdsourcing

Is crowdsourcing a riot that'll wreck ad agencies or an innovation that'll save them?

Mention crowdsourcing over a meal with ad agency pals you’re likely to put them off their food, and you, for some time.

For a creative, liberal, experimental, edgy, fashion-aware, up-to-date industry, it seems advertising is very conservative and defensive about crowdsourcing ideas for their clients.

The most common reaction is “But ideas are OUR business”.  Perhaps. Even if you aren’t getting paid for your ideas because much of the industry is half-way between the old commission model and being hung on the FTE cross by Procurement (see earlier posts on this blog).

Last year Unilever used it, for Peperami in the UK, causing lots of dark muttering in the trade press. They used IdeaBounty (Slogan: “The best ideas get paid“) as lead agency and dumped Lowe from the brand altogether. Another key crowdsourcing player, BootB call themselves “The Borderless Creative Engine”. Their web-site runs in 14 languages including Arabic and Simplified Chinese, proving their point. Check out the clients listed on both web-sites. Big names.

For Peperami it was discovered, once the feathers had been swept away, that the winning ideas were thought up by a copywriter in London and a Creative Director in Munich, both of whom had recently been made redundant. The selected ideas were produced through a specialist agency called Smart Works.

In the USA, Frito-Lay brand Doritos has made a Super Bowl Special out of crowdsourcing. This is the fourth year that they’ve put crowdsourced ideas to work. 4,064 videos were submitted this season and they’re all available on the Doritos “Crash the Super Bowl Contest” site. The landing page features the four winners and two runners-up. The rest are in a 362 page gallery. The Herbert Brothers (two then-unemployed guys from Batesville, Indiana) who created the Doritos big winner for Super Bowl XLIII in 2009, are also featured.

The top 20 commercials aired at Super Bowl XLIV this year include Doritos in 2nd, 11th, 14th and 17th places as ranked by the USA Today AdMeter poll. They also topped the Visible Measures most watched viral videos listing week commencing 1st March 2010.

Marketers turning to crowd-sourcing seems to reflect a combination of 4 things:

1. Frustration with the speed and calibre of ideas from their agencies;

2. Giving their less adventurous ad agencies a firm shove in a new direction;

3. Exploring ways to get more for their money, including better results;

4. Getting their feet wet for educational and publicity reasons. It certainly did the latter for Unilever with Peperami and seems to work well for Doritos where the crowdsourcing idea has become a key brand attribute.

Instead of panicking, perhaps the ad industry should take another look at crowdsourcing but with their innovation hats on. There’s a whole new model for the ad business here and when it takes off …

For those who still don’t want to look too closely, think of it as bringing in free-lances. From the whole world. And you only pay for the ideas you use. The best ones.

There will still need to be a strong ad team at the core representing all disciplines and collaborating closely with clients. Their responsibility, finally, will be the Brand itself. The core idea of the Brand will remain the preserve of that marketer/ad agency team, as will the management of the communication platform. It’s expressions of that core idea that will get “free-lanced”.

I wonder which ad agency will crack first.

Oh, hold on. Goodby, Silverstein & Partners managed the entire “Crash the Super Bowl 2010” process.

OK, then I wonder which holding company will crack first and buy BootB. Anyone care to bet?