Ad:Tech Sydney: http://www.ad-tech.com/sydney
Host: Ciaran Norris, (far right)
Panel: Nick Love, Fox Interactive Media; Karen Ganschow, Telstra; Mark Higginson, Nielsen
Key takeouts
- You need to keep planning and keep the energy focused
- You need to earn your right to be active in communities
- Measurement approaches (as mentioned in many sessions) are lagging
Favourite quote
“Some marketers have short attention spans“ Karen Ganschow
Karen Ganschow, Telstra
- It’s a relationship – not a party that finishes at midnight – you leave the people with whom you’ve built a relationship asking, “What now?”
- When and how it suits them, not you
- Start quietly – make mistakes but work through them
- Some marketers have short attention spans
- At the end of the day, marketers need to go where the customers are – and be relevant
Nick Love, Fox
- There are good examples of social media campaigns and bad examples – it goes back to: What is the brand’s goal in social media?
- Must deliver value to get them to talk about you
Mark Higginson, Nielsen
- Sometimes when clients enter the social space they enter it with a media mindset, a campaign mindset – rather than a relationship mindset; they have a volume addiction
- The campaign is the invitation; the party is the relationship
- You need both campaign and commitment
- It’s not your conversation – it’s their conversation
- You don’t own this space in the way you own above the line or direct
- A lot of the metrics are still soft – things like influence; it will be a number of years before we can correlate sales with activity in social media
Ciaran Norris, Mindshare
- Social media is a meaningless phrase because all media is social
- You can’t stop social media (ie campaigns) because your product doesn’t just stop
Mark Higginson: I don’t think all media is social
My point of view
I’m a big believer in doing both social media campaigns and commitments – but that the ‘social media’ approach should consider non-digital interaction too (ie bring online communities together offline, offline events for online content, etc).
Karen’s comment about many marketers having short attention spans is an interesting one – I think this is due to a few things:
1. Western business culture is about share performance – now, in 12 months, before the CEO moves on – in Japan and Germany some businesses have 20 year plans
2. Marketers are incented based on the point above – many want success quickly so they can move up the ladder
3. Western popular culture is increasingly about getting what you want when you want it
Final point from me: I’m not sure all of this discussion should be the sole domain of the marketing department. Some social activity and budgets should be integrated into and funded by other business units as infrastructure plays.
The Twitter stream: #atsyd1
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- How and why CEOs are driving digital media in their businesses – Ad:tech Sydney
- How relevant is the concept of a ‘big idea’ in today’s interactive landscape? Ad:tech Sydney
- Channel Planning: How to weave advertising messages through different platforms – Ad:tech Sydney
- How to do social media
- Going beta: What ‘being brave’ can do for your advertising message and medium – Ad:tech Sydney
