Campaign I worked on last year which just received 45,000 hits!
The Channels and Strategy for a brand online are:
Youtube – House video content on the channel, direct viewers to MySpace page
Facebook – Build value for community by serving them with relevant meaningful conversations, links to content and links give them a way to contact brands and further engage.
MySpace – A hub for all media assets, manage media to build a stronger, loyal community and ensure credibility
Youngbloods is a platform for young advertising people to socialise, build a network and have a say on industry issues. I went there last night to hear "Controversy Explained.” It was interesting night to hear young passionate individuals discuss the work our industry has produced.
The most relevant although quite dry aspect of the night was hearing Fiona Jolly outline the Advertising Code of Practice. Fiona is the CEO of the Australian Standard Bureau, a self-regulating body that makes sure all advertising, wherever it appears, meets the high standards laid down in the advertising codes. These codes have been set up to reflect society's values and opinions not create them.
The ASB continually surveys the population to hear what we think and from that survey the board will base their values and guidelines. The ASB is becoming increasingly conservative as dictated by the results. Unsurprisingly the results reveal that the 45+ demographic making the most complaints, however surprisingly the 30-39 demographic are winging also and coming in second. Therefore the board takes these relatively young attitudes into consideration as they reflect the younger values of society.
One compliment warrants the piece of communication to be critique as they potentially could represent a portion of society.
The 5 main ways in which communications are judged on are:
Health and Safety
Sex, nudity, nipples
I'm getting involved in the committee; leave a comment with your email address and I’ll get back to you.
It's an online program with various columns for twitter feeds, twitter replies, twitter direct messages, facebook feeds, myspace feeds etc all for seperate accounts! i have it open all day at work and it is much faster if you have to do social media stuff often. It's also better for twitter than web interface because there are simple buttons to Retweet and automatically shortens URLS. You will see, its amazing!
1) Who are the ALL the consumers and categories in which the brand lives
2) What are their motivations
3) Key benefits
4) What is the opportunity
5) How could we solve the problem
6) How do they make their money
One of the most interesting aspects of our Comms WIPS is a segment called ‘Kill A Slide’. How it works is that everyone brings their favourite campaign, PowerPoint slide or idea that resonates deeply with them. Mr Cassidy presented ‘Meet The World’ - a powerful interpretation of important, but sometimes very mundane facts about the world we live in. It's communicated in an intriguing and unexpected way, "Using real data taken from Amnesty International and the UN, they (Grande Reportagem in Lisbon, Portugal) developed a series of national flag images based on the actual flags for those places; with the colors and graphics representing current, geographically-relevant issues." Although produced in 2005 this presentation was fresh to us and we thought it would be worth sharing again. The main channel for distribution was through emails chains.
Got my grabby hands on a copy of a really good UK magazine called Wired. There is an article on Murdoch's new business model which has got everyone talking. He explains that, "the current days of internet are over" and we are moving away from a free online content model. Introducing a weekly subscription package of various news and magazine titles within a weekly micropayments system of $1.99. Current research has shown that with the introduction of subscriptions packages 85%-95% of traffic was the same as before. Publishers don't lose traffic when you give away a proportion of free content to medium users. 10% of heavy user subscribe to get more information, while medium users keep the traffic moving. It's interesting to see if consumers will start paying for something that we have been getting for free. The free business model is not financially profitable as ad banners still work like traditional media models.
The key changes over the past year were: Well established trends have been accelerated by the GFC, particularly the rise of digital media and he blurring of different marketing disciplines into totally integrated offers. Social Media is an increasingly important part of the mix. We are in a journey of change and the ad world is shifting from traditional media to online. Digital has become mainstream.
What are the key issues facing agencies: staff members are multi-skilled and ensure that "digital" is a natural, integrated part of the agency. Agency will no longer "do ads" they will "do ideas". Creating ads that resonate rather than interrupt. The key issue is the ever-increasing consumer control over the communications process. People not consumers as I like to call them, will engage only when they want to.
How are the needs of clients changing: Proven track records and clients want fewer partners. Clients' want true insights driven by quantifiable data. It's the ability to marry customer behaviour and transaction data into insights.
What do consumers want to see in advertising: People are screaming out to marketers to recognize exactly how they have changed their opinions, attitudes and behaviours. We all want to belong!
A good creative brief is like making eggs. Ok, I'm trying to make this analogy work as a means to remember how to write a creative brief. Firstly figure out what our objective are. Scrambled or fried? How do we change people's perceptions who don't for example like scrambled Eggs, and effectively change their behaviour and attitudes? We do this by Investigating the category of all eggs; free range, cages, premium etc. and by not imitating our competitors, but challenge them.
Who is our target market and how do we tap into their unexpressed needs and desires. What media do they use, but more importantly what are their share attitudes? Look at current trends. i.e the move towards free range.
What is the role of the brand? Once we understand the emotional needs of our audience we can start to think about the role the brand plays. Using this "brand promise" we can start using this philosophy like a lens into the lives of consumers and their altruist need of treating animals that we consume humanely. This then defines the whole brand experience.
What is the proposition (comms) – the single-minded thought that the communications will bring to life in a provocative and compelling way? It should build on our insights into the target audience and the role of the brand and crystallize them into a focused idea that captures the essence of what we want to say. FREE CHICKENS!
We need to give consumers reasons to support our brand, "permission to believe." Perhaps provide editorial pieces on our free range chicken farms where farmers release the caged chickens in an exhilarating and inspiring way.
We need to create a unique brand personality that consumers identify with and that will build a relationship between the consumers and the brand. The mood and tone of the communications will reflect the unique personality of our 3 eggs brands.
Food for thought:
Understand your audience: their needs and motivations. Involve the creative team before briefing them. Visit the caged farms and see how chickens eat, bread and live. Focus on one key message. Be open minded and courageous! Be brief and use everyday language.
It’s an interesting statement and watch this video.
I need to define what Social Media means in the first place. My understanding is that's it's an umbrella term which defines the way we integrate technology and social interaction expressed through words, pictures and audio.
Tools that we play with online, FB, twitter etc could in theory be a fad. Alternatively the way they exist now will evolve offering new benefits, especially tapping into the theory of Social Graphs(Facebook Connect and OpenID). Social Media has change the way we connect with people, not changed our need to communicate. Our innate human behaviour to communicate is being represented online because our behaviour of communicating has change through the use of technology. So surely social media is just a manifestation of the human conditioning. So what I'm trying to say is that the way we communicate is changing, not the basic need to communicate.
Martin Lindstorm interviewed Seth Godin on The Death of Chairties.
Lindstorm reveals that the way businesses run charities is handled the wrong way today. In his interview he explains that not every brand needs to have a charity plan. Charity organisations have to be integrated in the brand and make sense overall to be credible. The brand story needs to be relevant.
Seth also revealed his thoughts on the sustainability climate-trend, explaining that it needs to be relevant and consider whether you want to join this trend as it is not for everyone.
Watch it here
In the eight months ending in April, Facebook has doubled in size to 200 million members, who contribute 4 billion pieces of info, 850 million photos, and 8 million videos every month. The result: a second Internet, one that includes users' most personal data and resides entirely on Facebook's servers.
Facebook thinks its members will turn to their friends—rather than Google's algorithms—to navigate the Web. It already drives an eyebrow-raising amount of traffic to outside sites, and that will only increase once Facebook Search allows users to easily explore one another's feeds.
Thanks to a pair of new initiatives—dubbed Facebook Connect and Open Stream—users don't have to log in to Facebook to communicate with their friends. Now they can access their network from any of 10,000 partner sites or apps, contributing even more valuable data to Facebook's servers every time they do it.