Looking Ahead: User Shared Content
My latest thinking on social is related to the evolution of how we're using it. A few years ago, social media was what some now call "static social". It was text based, updating blogs and wiki's and posting in forums.
Then we moved into the UGC phase, where people discovered the ease of creating and publishing their own content. Regular people and their cats became internet sensations. We loved it.
Today and moving forward, I think social is going to be about USC, or User Shared Content. More and more people are exposed to mass and niche sources for news and entertainment. People are spending so much time socializing and discovering news/information on the web, they don't have time to "create content" anymore and honestly, most would rather read or look at someone else's.
Instead, they can share it. And they can entertain friends and family and their new global social graph, by sharing links/pix/vids with a wider group of friends than ever before, who can like it and comment on it and share it some more.
USC a great opportunity for creatives and ad agencies, whom have the ability and resources to make some kickass content that is irresistibly shareable.
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Tampilkan postingan dengan label advertising. Tampilkan semua postingan
Sabtu, 14 November 2009
If you follow me on twitter, you know a lot about me. You know I have a sense of humor, you know I love the Phillies, you know I love my job, you see campaigns I am working on for clients, and you know my dad's been battling cancer.
There are things I don't share on twitter and keep to myself, but for the most part, I like to keep my social media...social. I try to only follow people who do the same. We don't do business with a company, we do business with people who work for the company, don't we? I buy from and tune in to people I know and like. I think many people do that. Isn't that what word-of-mouth is all about?
Social media isn't the cure for the cancer that is killing big pieces of traditional media. It also isn't the enigma that so many people may think it is. Social media, is just another media channel. A few years ago, my colleagues and I at Red Tettemer illustrated what that channel looks like:
And yes, this channel works a little differently, so did TV when it was introduced.
It's going to be ok.
More than 3 years ago, my friend Chris Heuer shared something the CEO of iProspect said, which I've never forgotten: "The Brand with the best storytellers wins." I love that. That, is the secret to social media - not much of a secret; it's something that advertising and PR have known for years.
The opportunity with social media, for creative advertising agencies, is enormous. No longer is creative chained to :15 or :30 or :60. We aren't limited by 1/4 page or 1/2 page or double trucks. We can create content and tell our stories to massive global audiences and immediately hear back from them, what they think. It's like being in everyone's living room when a tv spot airs - exciting and scary, isn't it? We can launch unfinished content, and let the customer tell us how they want it to end. We can engage our audience and give them option to buy DIRECTLY FROM OUR CREATIVE WITHOUT EVER LEAVING THEIR COUCH. That may make some advertising execs shiver, it gives me goosebumps from excitement.
I see a shift happening within the social media channel. Initially, PR seemed to dominate integration of this channel in their work, naturally, because it connected them quickly and widely with global audiences - press and consumers alike. The channel didn't have that many features and that was ok for PR because they just wanted to tell their stories.
Today and in the future, the channel has bells and whistles. And while PR will continue to work in the channel, telling stories, advertising creatives have the opportunity to stretch the functionality of the channel, create new features with their partners in interactive, and tell the stories with mind blowing creative showcasing new products and services like we've never experienced before.
You want the secret to making social media work for a brand? It's all about integration. A holistic approach to social media in your overall marketing plan, great storytellers and oh...creative that gives you goosebumps.
There are things I don't share on twitter and keep to myself, but for the most part, I like to keep my social media...social. I try to only follow people who do the same. We don't do business with a company, we do business with people who work for the company, don't we? I buy from and tune in to people I know and like. I think many people do that. Isn't that what word-of-mouth is all about?
Social media isn't the cure for the cancer that is killing big pieces of traditional media. It also isn't the enigma that so many people may think it is. Social media, is just another media channel. A few years ago, my colleagues and I at Red Tettemer illustrated what that channel looks like:
And yes, this channel works a little differently, so did TV when it was introduced.
It's going to be ok.
More than 3 years ago, my friend Chris Heuer shared something the CEO of iProspect said, which I've never forgotten: "The Brand with the best storytellers wins." I love that. That, is the secret to social media - not much of a secret; it's something that advertising and PR have known for years.
The opportunity with social media, for creative advertising agencies, is enormous. No longer is creative chained to :15 or :30 or :60. We aren't limited by 1/4 page or 1/2 page or double trucks. We can create content and tell our stories to massive global audiences and immediately hear back from them, what they think. It's like being in everyone's living room when a tv spot airs - exciting and scary, isn't it? We can launch unfinished content, and let the customer tell us how they want it to end. We can engage our audience and give them option to buy DIRECTLY FROM OUR CREATIVE WITHOUT EVER LEAVING THEIR COUCH. That may make some advertising execs shiver, it gives me goosebumps from excitement.
I see a shift happening within the social media channel. Initially, PR seemed to dominate integration of this channel in their work, naturally, because it connected them quickly and widely with global audiences - press and consumers alike. The channel didn't have that many features and that was ok for PR because they just wanted to tell their stories.
Today and in the future, the channel has bells and whistles. And while PR will continue to work in the channel, telling stories, advertising creatives have the opportunity to stretch the functionality of the channel, create new features with their partners in interactive, and tell the stories with mind blowing creative showcasing new products and services like we've never experienced before.
You want the secret to making social media work for a brand? It's all about integration. A holistic approach to social media in your overall marketing plan, great storytellers and oh...creative that gives you goosebumps.
Jumat, 21 November 2008
This is a VERY IMPORTANT blog post.
Please watch the embedded digital short created/produced by colleagues at Red Tettemer. It's not often in the world of consumer marketing/advertising that we have an opportunity to work on campaign that is so important, so meaningful, to so many people.
It is my honor and my privilege to be a part of this educational, technologically-groundbreaking campaign.
PS - If you liked this and want to see more, go to RedTettemer.com and click the "droppy" on the home page. Then click thru the icons at the bottom of the next page to see all the interactive fun.
Please watch the embedded digital short created/produced by colleagues at Red Tettemer. It's not often in the world of consumer marketing/advertising that we have an opportunity to work on campaign that is so important, so meaningful, to so many people.
It is my honor and my privilege to be a part of this educational, technologically-groundbreaking campaign.
PS - If you liked this and want to see more, go to RedTettemer.com and click the "droppy" on the home page. Then click thru the icons at the bottom of the next page to see all the interactive fun.
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