If you saw Moneyball, you’ll know the scene. It’s the scene that summarizes why I am the way that I am. It’s the scene that explains why I want to challenge the “way things have always been done” because when it gets to that point, it’s time to do something new. It’s the scene that explains why I challenge those that ask what the ROI of social is when the only measurement I can get from a large TV media buy is impressions (bold statement to make but certainly appropriate).
Marketing is different. I subscribe to the notion that “social media” has transformed marketing from megaphone to dialogue. Consumers now expect to have conversations with brands. The DVR era has made commercials an easy thing to skip, but guess what…brands are putting them on YouTube so they can get more eyeballs and socializing them on Facebook and Twitter. That’s a little funny to me.
I think many people and brands understand this and are trying to figure it out. We all know what Old Spice did in taking their traditional TV commercial and transforming it into a platform that in a humorous way talked to its consumers and fans. They understood this “trend” and took a chance on something that was different.
The critics of social media and those that say it doesn’t work only have themselves to blame. I recently read an article from Ian Schafer on Ad Age (definitely take the time to read it) where he talks about this very thing. Two things resonated with me.
- FACEBOOK IS NOT A PUBLISHER. FACEBOOK IS A PLATFORM. And it’s the way people spend the most time with digital media.
- Solely blaming Facebook for their inability to deliver advertising ROI, or enough metrics, is like blaming the school you went to for your salary not being high enough. Advertisers are in full control of the experiences they create on and off the platform.
At the end of the day, we control the advertising switch. It’s up to us to flip the switch and do things that engage consumers and make them want to engage with you. That includes using the platforms for conversation and not publishing as well as embracing technology and allowing the consumers to have the power to make their brand experiences personal.
Don’t be a dinosaur.