In part eight of a series of conversations exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I discuss the changing landscape of advertising and engagement.
Advertising and marketing is experimenting with campaigns and engagement programs that essentially brings creative to life. It’s the fusion of influence and confluence that will define their success over time.
But how do we define success?
Success stories in social are now common, but can we truly use them as templates for our unique market dynamics? In order to measure the success of our programs, we must design metrics and desired outcomes into the plan.
The future of marketing, advertising, and communications is defined by Hybrid Theory, where the “Last Mile” of engagement begins with the “The First Mile” of empathy and strategy.
This series was filmed at the new video studio at KickLabs SF where I spend time as an entrepreneur in residence.
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Please consider reading, Engage!: It will help you find answers to your questions…
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Get Putting the Public Back in Public Relations and The Conversation Prism:
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This is really insightful . A definite must read/watch.
Cheers!
Too many people say social media is free. It isn't, I'm glad you talked about it in this video. Yes, Old Spice did succeed in creating a wonderful and very viral marketing campaign, and so many think, oh but it's just on YouTube, it's using Twitter, this stuff is free. That's ridiculous, it took time, effort, strategical planning, man power- you get the idea. This post is great in laying out the costs and benefits. Can't wait for more!
Exactly! Thanks…I think i might have to start a video series!
Good stuff and right on the mark. Unfortunately, for most marketers and certainly business owners the thought of designing metrics and desired outcomes is beyond their realm of understanding. The bottom line is that measuring results is the most important thing. And to your point, if you don't know the metrics or the desired outcome what are you really measuring? If you don't measure it you can't manage it. That's the key in all successful marketing campaigns – make sure you're paying attention to where your traffic is coming from and what ads, blogs, comments, banners, social media networks, etc are the best at getting you the desired outcomes. Of course, this is a moving target and something you must pay attention to continually. But once you determine your goals and how to measure them it becomes as simple as “do more of what works and less of what doesn't”. If you don't know you'll never grow.
Brett Relander
http://TacticalMarketingLabs.com
@BrettRelander
Brett…absolutely. We have our work cut out for us, but change is imminent. Nice comment. Thank you.
Great interview Brian, love the “last mile” reference. Time – Time – Time and businesses need to understand this more. What I have seen in the trenches of social media for the last 2 years is very simple: Social Media Marketing is 20 times cheaper thank paid advertising, customer acquisition is cheaper than paid, AND the conversion rates are much higher because of the TRUST factor with the community.
Brian, as usual, bang on. None of this is free. The biggest “I” is our most precious resource – time. Some of the Old Spice creative is cute and clever, let's have a look at their sales a year from now.
Before we walk the last mile, let's get past the campaign mentality. There isn't enough lipstick on earth to out spend a bad idea. But we have the collective patience of a three year so the shiny thing quick fix approach will be adopted for the foreseeable future. Skittles anyone?
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