The Apple vs. PC saga continues. Once again a great spot or in this case a great banner. A perfect reference to how to continue a great story in a different format and use its benefits. Thanks to BannerBlog for this one.
After contemplating on the use of a very popular social network for “my” new company and trying to find an ROI friendly and or a search friendly (I am the recruitment business…) and or a communication friendly angel, I found these two posts on the subject of the social media term.
The biggest problem I have with the term “social media” is that it isn’t media in the traditional sense. Twitter, Facebook, LinkedIn, and all the others I don’t have the word count to mention aren’t media; they are platforms for interaction and networking. All the traditional media — print, broadcast, search, and so on — provide platforms for delivery of ads near and around relevant content. Social media are platforms for interaction and relationships, not content and ads. (Understanding and Aligning the Value of Social Media)
‘Who said this is media?’
He went on to apply a similar standard to the broader world of consumer-generated media. “I think when we call it ‘consumer-generated media,’ we’re being predatory,” he said. “Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.” (P&G Digital Guru Not Sure Marketers Belong on Facebook)
Think this a great way to approach the social online phenomenon, It is not a media it is a conversation. It can only be monetized if you allow for and join the conversation.
Unfortunately this did not help my contemplation, even added a few dimensions, but it is something to keep in mind. back to the drawing board.
Linking in celebration of Swedish digital greatness…
Digital creative, production and everything in between in nice alphabetical order. If you are looking for the worlds best DA’s to work with, look no further. Enjoy and remember now is the time to use this great talent.
040 24HR Abby Norm Acne Digital AD&D Albert Ken Artopod Åkestam Holst B-Reel Bazooka Ben Trovato Birth Britny Bronson Cloud Nine Creuna Daddy Daddy ID Dallas STHLM Daytona DDB Deasign Deodorant Digital Venues Doberman Dotone Dragnet Dragster Dread Dropit Ehrenstråhle BBDO Familjen Farfar Fatslice Fi Foreign R.I.P, but check out the founders solo gig at Ronnestam.com Forsman & Bodenfors Fröjd From Stockholm With Love Futurniture Garbergs Gimlet Gomo GOSS Great Works Grey Happiness Hilanders Digital Holy Diver (AC/DC rocks… btw check out the new album acdc.com) Houdini Hutnu! Illianced ILP Intellecta InUse Isotop It’s Showtime Joy KAN King Klirr Proximity Kodamera Kokokaka LBi Le Bureau Lifelike Locomotiv Lonely Duck Lowe Brindfors Man Machine MGTRN Milk Mobiento Mogul MRM Starsky Music Bay Nansen NetRelations Noisy Cricket North Kingdom Norweb Oakwood Creative Oktavilla Ottenray Ottoboni Group Peacock Perfect Fools Pong Pool Projector Proportio Rebenga Saatchi & Saatchi Söderhavet Smedby Digital Sphinxly Starring Sticky Beat Stockholm Interactive Stopp Storåkers McCann Suddenly Swiff Tackolov Tewonder Thomson Tre Amigos Way2IT Webbkraft Winston X-Com
If someone feels left out, please let me know… (ok, so some might be borderline digital but you know we all want to be;).
Like an idiot I forgott to include where I picked up this list, cudos Webbsverige.
The art of storytelling is and has always been the foundation of engaging and effective communication – independent of the way (media). You know, a great story (idea) always “sells”. Now, in the post “push advertising ” world, technology has changed the landscape and this art is even more critical. Today, connection (emotional, engaging, relevant) is the key for brand evolution. Your consumer has all the information, there is only one way to win them over…
Some interesting stats on this Consumers Itching to Talk to Brands (summary by FutureLab) – Findings: Why Companies Should Talk to Customers (summary by Jeremiah Owyang) and org. form ExpoTV.
“Narrative is the experience. As the Web becomes the preferred destination for brand exploration, digital experiences must become richer, deeper, and more able to tell compelling stories. If your brand experience depends entirely on pages and clicks, it’s time to wonder, ‘What is my story?“- from Avenue A Razorfish’s Digital Outlook Report.
If you got all the pieces – what is your story?
To summarize another year of great communication… here are some favorites of mine form the 08 Cannes Lion show.
…and the award goes to – the winners (complete list)
“Re-brand scholastic achievement for New York City’s 1.1 million public school students by re-enforcing the connection between academic performance and future success. Instead of crafting a traditional advertising campaign, we chose to recognize and reward students’ personal achievements with something they actually wanted. By partnering with Verizon and Samsung, we developed the world’s first communication device fueled by academic performance. The Million is a free cell phone with free talk time and text messaging rewards for excellent attendance, behavior, classroom participation, homework and grades. The more students excel in school, the more they get out of their phone. Learning is earning.”
The power of understanding your audience, pushing the envelope and being present where the audience are with the right set of tools. Impressive and revolutionary with a greatly important cause – education.
“The marketing idea needed to be big enough to matter to our broadest group; but feel genuine and authentic to our core. At the center of the Halo universe is a simple story focused on a hero, Master Chief. As his story unfolds through the trilogy, it is full of tales of bravery, duty, sacrifice, friendship, and selflessness. These themes are consistent with the qualities of real heroes and classic storytelling throughout history, they are universal and timeless – they speak to all of us.”
Grand! Even for a non gamers like myself this launch has really got me interested (which was its intent)… Great execution, strategy – the human side, and media mix… now, anyone that want to play – I am game (as long as you have an XBOX and the game;).
Title: WHOPPER FREAKOUT
Advertiser/Client: BURGER KING
Product/Service: BURGER KING
Entrant Company, City: CRISPIN PORTER + BOGUSKY, Miami
Country: USA“To celebrate the 50th Anniversary of the WHOPPER®, BURGER KING® created an innovative media campaign in which America’s favorite burger, the WHOPPER®, was removed from the menu for a day and hidden cameras captured customers candid reactions. The first component of the campaign explored deprivation to see what would happen if America’s most beloved burger was removed from the menu without any announcement. The social experiment was taken to another level when in lieu of the WHOPPER® customers were given competitors’ burgers. When the customer returned to the counter to discuss the problem with the manager, the King presented the customer with a Whopper and revealed the hidden cameras.”
Another great show form the boy’s from Miami and BK. Love the concept, and the reactions. Hey, it would piss me of as well. But dude, where are the links to BK on the campaign site, just talk no linking…
CYBER LION GRAND PRIX
Title: YEAR ZERO
Advertiser/Client: TRENT REZNOR/NIN
Product/Service: ALTERNATE REALITY GAME
Entrant Company, City: 42 ENTERTAINMENT, Pasadena
Advertising/Web Design Agency, City: 42 ENTERTAINMENT, Pasadena
“The ambitious Year Zero alternate reality game (ARG), a work of cross-media art involving websites, emails, phone calls, album packaging, tour t-shirts, thumb drives, music videos, murals, interactive games and live concert events with the new music of Nine Inch Nails at its core. Playing out over 10 weeks, the Year Zero ARG engaged over 2.5M participants. It started with a message hidden in the back of a concert t-shirt that lead to online websites, ultimately over 29 websites discovered over several months, 7.5M page views, 7M forum postings, 2M phone calls and thousands of original art submissions.”
Viral cross-media art/music the way it should be played. Kudos to NIN for driving these kind of ideas.
CYBER LION GOLD
Advertiser/Client: MINI CANADA
Product/Service: BMW MINI
Entrant Company, City: TAXI 2, Toronto
Advertising/Web Design Agency, City: TAXI 2, Toronto
“MINI has made several advancements to reduce environmental impact and increase efficiency. On a global scale, MINI wanted us to highlight these technologies in a simple, innovative, and efficient way. Hence, MINIMALISM: A microsite that provides users with a waste-free way to learn about the MINI in the amount of time they have available, down to the second. After selecting a feature, users are treated to a series of vignettes – ranging from 60 seconds down to one – that explain these complex technologies using minimal animations. That way we don’t waste anything, including people’s time.”
Simple and ingenious.
CYBER LION GOLD
Title: ABSOLUT MACHINES
Advertiser/Client: V&S ABSOLUT SPIRITS
Product/Service: ABSOLUT VODKA
Entrant Company, City: GREAT WORKS, Stockholm
Advertising/Web Design Agency, City: GREAT WORKS, Stockholm
“Following the work ABSOLUT’s been doing within the spheres of art, fashion and music, the brand this time decided to explore the intersection between art and cutting edge technology. To explore what it would be like if machines were creative just like us, ABSOLUT invited Dan Paluska and Jeff Lieberman, from the prestigious science and technology institute MIT, and the Swedish team, ‘Teenage Engineering’, to create one creative machine each. For the first time ever, website visitors are invited to interact with the machines, which are situated in gallery spaces in Stockholm and New York, right from their web browsers. Judges: Please Watch it in Firefox”
Great use of technology, interactivity and art.
IKEA new stab at the Japanese market. Liking this approach… would be even better if they thrown in different furniture and more accessories… but i guess there is regulations… Either way, a good one and think this would work well on this side of the planet as well.
(Thanks Hores Pig Cow for this one.)
Clear and direct linking between branding and SEO efforts presented on this SEOmoz White Board Friday. A basic overview but a good illustration of how SEO efforts can add to the reach of a branding campaign and extend to of mind.
If you don’t follow the SEOmoz team and/or the White Board Friday video series, recommend you do. Good topics and interesting interviews.
AdAge on Separating Brilliance From Blabber. A round the table discussion with some heavy weight bloggers/marketers (Power 150 network) on the subject of making sense of the shift in relationships between the consumers, brands, marketers and media. Brilliant conversation on the subject with maybe a not so surprising outcome which I have tried to capture below.
So the game is changing (yes yes we all know this…), but the large media/ad shops are still ignoring (yes they now have digital departments, but come on)… How do we educate to change the mid set…
“You’ve got to be ahead of what we’re doing. You’ve got to educate the agencies, because they’re the ones who for now are buying a lot of your advertising. So how do you help them see the next best thing? Blogging is going to be superseded by something bigger and better, and people like you, editors, need to know what that is. Because it’s going to bubble up from the people” – Lewis Green of Biz Solutions Plus.
Yep, got to be at least on game, well preferably ahead and know your stuff. The web thing is not that new anymore, so one should know this. The social aspect maybe new, but anyone with a little vision can see the potential in this for both brands and media… why then are we struggling here? It is all about the education, correction, all about the right persuasion tactics… One need to sell this in the right way… for the VP’s there is one way, for the media companies there is another and so on (hey sounds like advertising to me). Like Green and Howard points out.
“I came out of the corporate world as VP of marketing, and I’m not going to do any of the things you guys are suggesting, as a VP of marketing, because you haven’t told me how that gives me more customers. I only care about social media if it helps me to create more loyal customers. As a VP of marketing for a major brand, I don’t care about filtering and aggregating, and I don’t care whether you give me a link or not.” – Lewis Green.
“The conversation that needs to be had with big brands is this: They are looking at how media is changing, they are talking about fragmentation, about spend, about all these things. That’s not the game. The game is that behaviors are changing. So the discussion we generally get into is to focus on understanding the shift in behavior. Once we start to understand the shift in behavior, then we can start talking about things like context and relevance, which is really what we’re talking about.” Sean Howard of Livingston Buzz
Only when one has understanding one can reap the benefits (that sounds very zen, but not a quote:). There are lots of great people out there that has full understanding of this, so persuade without steeping on peoples feet. Aha, there lies another dilemma, the egos. As pointed out by Dickman:
“The other conversation inside the agencies that I’m seeing now is there’s so much confusion. Really, because the PR shops, Fleishman, Ogilvy and all those guys are doing the digital stuff, but the client may have a digital agency, and then they have an ad agency that also has a digital group, and there’s all this confusion on who has control of that space. And it’s worse for the client, the marketer. Trying to educate them on how to deal with that situation to get the most out of their money — it’s very confusing.” Matt Dickman of Technomarketer.
Adaption without full knowledge. Noted that many of the larger shops get good people joining but many of the clients don’t, to many players syndrome. Hard pressed to find a solution here, but believe that it is good with separated disciplines, have specialists on each subject. This is especially true for fields that are constantly evolving. Important is that these specialist have a 360 view on what they do, so opportunities do not get lost in narrowness. Integrated com, optimal use of all channels – done by specialist in respective fields. So let’s put egos aside. Less confusion and better communication…
Good point also by Green on where this will happen (quickest).
“The Fortune 500 is never going to lead anything. The Fortune 500 [are] going to be the last adapters. I work with what I would call midsize companies ($100 million companies). It’s uphill with their marketing people, but they are willing to listen because their margins are thinner, and some are public and some aren’t. And that’s where I think we have to do a better job. Because it’s not going to come down from above. It isn’t. The Apples and IBMs and Microsofts — when the time comes, they are going to do the mergers and acquisitions to get what we’re all talking about.” – Lewis Green.
Warping this up – educated persuasion with friendly collaboration between specialist from the ground up… I love to here your thoughts on this subject.