1 billion tweets are now sent every 2 and a half days. But what does that mean for brand advertisers on TV?
Learn more about Twitter advertising here:
Coca-Cola 2020 Part 2
How Does Coca-Cola add value and significance to people’s lives?
I work for Adobe Marketing Cloud and a lot of what we do is incredibly clever but really complicated. We reckon we’re about 12 months ahead of any other digital marketing tool in the world.
I’m always a big fan of anything that takes what we do and explains it in a way that doesn’t make my head hurt, so when I saw this cheesy little video ~ it hit the spot. (Just imagine Brian Cox as a digital marketer!)
“Everything should be made as simple as possible. But not simpler”. Einstein
So, in case you ever wondered what Adobe Marketing does and how it all fits together, I think this video explains the main properties of our marketing cloud as simply as is humanly possible. Let me know what you think.
Any questions - fire them over to me @JeremyWaite
PS. Again, apologies for the cheesiness of the video, but you’ll get the idea :)
Great work by Fentiman’s taking the anti-social stance against Coca-Cola’s juggernaut of a social summer campaign. I saw it in the free London Metro paper this morning and it made me smile…
Not just because it’s a cheeky ad by a boutique brand, but it emphasizes the point that you don’t need a big budget to get people’s attention. One carefully placed ad or a clever piece of creative can often have significantly more impact that an average ad supported by a large media plan.
It happens time and time again - creativity or speed making light work of a substantially bigger campaign. Remember these…???
- Nike kicked adidas’ ass at the Olympics in 2012 even though they weren’t an official sponsor
- Paddy Power taking over the Ryder Cup with their “Sky Tweets”.
- Oreo’s $5,000 promoted “You can still dunk in the dark” tweet, launched within 4 minutes of the power outage, getting more attention than all 167 Superbowl ads (each one costing around $3.7m each)
- Disney’s “Where My Water” overtook Angry Birds as the most download app on iTunes in just one day with 1m downloads
I often quote Hal Stokes, one of the founders of uber-social agency Punktilio, now a part of digital agency Essence, who once told me,
“Social media is the one area of business where you don’t need to out-spend your competitors in order to beat them”.
The same can certainly be true of these campaigns. As is often the case, it’s the smaller brands with no budget who are FORCED to rely upon creativity and innovation for their inspiration, because they can’t compete with the budget of the big brands.
“I hear it from social brands all the time - we only have a budget of £______ so we have to be realistic about what we can achieve”. No! Give me an open-minded business with a tight budget, who genuinely wants to change the game (and is willing to do what it takes), over a conservative brand who favours traditional marketing any day.
When I was the head of social media at Phones 4u, my boss once told me,
“You can do whatever you want as long as it’s not illegal, within the budget we’ve given you. And we’ve got a PR team to clean up any mess you make”.
It was an awesome strategy and one of the things that made them attractive to me, because I knew they were willing to be disruptive. Within 12 months they were the largest telecoms brand in the UK on Facebook.
Paddy Power (one of Adobe’s favourite clients), have a similar philosophy. They have small budgets compared to many other companies and yet their content constantly gets talked about more than anyone else’s. They even have a “Head of Mischief”. And guess what, they were voted the No.1 social brand of 2012 at the Social Media Buzz Awards.
So stop complaining about your small budget and go and create something memorable. If your content is good enough, and you start tracking your success from day one, your budgets will grow soon enough.
I’m spending a lot of time today looking at “Social Media Command Centres”. Not the ‘shiny-Twitter-rooms’ that you often see at conferences, but real functioning ones that actually drive business results.
Command work centres are important because they can do a number of things really well:
- Enable real-time engagement with the people who matter most to your brand
- Increase customer service levels and building brand advocacy (show cost savings across customer support channels)
- Deliver a positive impact on NPS (if appropriate)
- Protect your brand with appropriate actions and work-flows surrounding crisis comms
- Drive sales in a measurable way and justify the actual business results of the money you are spending (ROI).
This could be a much longer list but you get the idea…
Dell built one of the original Social Command Work Centres with Radian6 a few years ago, and ever since people have become very excited about the prospect of having one of their own.
Now Tumblr isn’t the place to get into the weeds about the specific details, but if this is something you or your brand are interested in, you might find these links really useful.
Top 10 Links of Social Media Command Centres
- Jeremiah Owyang’s outstanding article about social war rooms
- Nokia’s award winning Agora platform
- Associated Grocers listening and engagement hub
- Considerations for building a social command centre via @Owyang
- Symantec social command center case study
- Flieshman Hillard’s enterprise marketing dashboard
- Inside Mastercard’s social command centre
- NFL Superbowls social command work centre
- Armano on “Launching a command centre without the actual command centre!”
- What does a real “Social Support Centre” look like?
If you want to discuss the practicalities and logistics of doing this yourself, I’d be happy to chat on Twitter @JeremyWaite as this is something that Adobe does rather well. ;)
Community is much more than belonging to something; it’s about DOING something together that makes belonging matter
“I knew that if I failed I wouldn’t regret that, but I knew the one thing I might regret is not trying”.
- Jeff Bezos ~ Founder & CEO of Amazon.com
Here’s to the crazy ones. We’ve all read it a million times. But it never grows old. Ever.
*Beautiful typography. Kudos to designer Carolina Kaucher
50% of Primary School Children Will Have Jobs That Haven’t Been Invented Yet”.
Both of my sisters are teachers. Quite senior ones too. Which means that they see some important reports and are quite opinionated about our education system.
We were all together as a family this weekend discussing this stat, which as scary as it sounds - makes perfect sense. It was only last year that LinkedIn were suggesting that,
“85% of people who work in social media have been in the industry less than 2 years”.
Social media as an industry isn’t that old at all. Facebook was only invented in 2004 and social media marketing didn’t really kick in properly until 2009. Before that, it was blogging, email comms and digital marketing. But even in that (now traditional?) industry, blogging superstar Gary Vaynerchuk recently said that,
“The industry is still a teenager. It’s not even had sex yet”.
Many of the industries that our children will probably end up working in, will no doubt be invented over the next few years, or evolve from some disruptive technology that we are currently ignoring. It’s a fascinating situation that many schools and careers advisors seem oblivious to…
I grew up wanting to be a stock broker. I wanted the red braces and the Gordon Gekko lifestyle. I even had a Filofax and walked to the newsagents every day to buy the FT when I was 14 - even though I didn’t understand much of it.
It wasn’t like I wasn’t interested in computers. I taught myself how to code BASIC and machine code on my Vic-20, my dads SX-64 and later my Amstrad CPC-464. The point was, that despite these “educational hobbies” that my friends and I had, writing games and constructing databases for fun (like you do), computer science related jobs were never even considered a career option.
Watch any of the amazing Foundation Videos by Kevin Rose (co-founder of Digg and top man at Google Ventures), and you’ll notice that many of the tech superstars he interviews seems to have had a similar experience.
The sad thing though, is that I have a 16 year old son and not much has changed. He’s amazing with people, is top of his year in Maths and loves technology. He’d be the perfect computer scientist, data analyst or coder for a top technology company - and yet the career choices offered to him are still banking, insurance, civil engineer, loss adjuster, accountancy etc etc… All very credible and worthwhile jobs, but like me - it’s likely he’d start down that path and hate it soon enough.
I did maths and further maths with theology at college, so it’s no surprise really that I ended up in social media. I’ve always felt about social media the way Steve Jobs used to describe Apple,
“I love this industry because it exists at the intersection of technology and humanity”.
People and science. Art and technology. It’s a great description. I wish more people concentrated on teaching kids to excel at the things that they are brilliant at, or show great promise in ~ rather than trying to get them to “do better” in areas where they are weak.
Chances are they will always be weak in those areas, and the real game-changers in our world are never well rounded people. They are usually slightly dis-functional, maverick thinkers, slightly eccentric ~ but with a focus and determination in a particular area, likely to make a real-difference somewhere down the line.
“The average tenure of a CMO is now just 48 months”. @MitchJoel #LinkedInChat
We need more of those people in the jobs that haven’t been invented yet - not lost (with all respect), to the world of financial services….
* Three additional notes worth making for anyone thinking my world-view of this situation is skewed.
- Watch 20 under 20 with PayPal co-founder and Facebook investor Peter Thiel ~ and then tell me you disagree with where the world is heading.
- This has nothing to do with money or getting a “sensible job”. Many of the coders and analysts I know earn significantly more than a lot of the business owners, accountants and directors I come across.
- According to LinkedIn, in 1960 the average person had 2-3 jobs in their lifetime. This is now 12-13. There is no such thing as a job for life anymore.