Advertising Mantras

By a veteran of the Advertising industry from Europe Ad week, here’s Bob Hoffman bashing almost all major publications, magazines, news agencies & big guns like Bill Gates. Really interesting delivery of speech and precise examples on every note and love his “quotes” and satire.

He talks about important lessons of Social Media Marketing and Digital Media Online vs. Traditional and Native TV advertising. By the end of this lecture, I almost felt like keeping it simple and to the concept is still the best approach towards Social Media Marketing. He stresses enough on my favorite facts & I quote:

“The Golden Era of Bullshit”

“Everyone seems to know the fairy tales & no one seems to know the facts”

“People say they’re passionate about brands… You’re what??? — Dude, get a fuckin girlfriend”

“Do yourself a favor, stop listening to big mouths like me, nobody is smarter than the truth, take the time to find out the facts for yourself, draw your own conclusions, allow yourself the wonderful freedom of skepticism”

– Bob Hoffman, ladies & gentlemen!

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Substance in Social Media

Funny is how people now-a-days are considering Social Media, the BIG thing now. Where-as it was a big-thing a long back ago, maybe 3-4-5 years ago. Now, it’s the only thing. Developed or Developing countries, all are fairly in touch with Social Media whether they like it or not. I won’t be surprised if you don’t find a single 50-year old or a 5 year old who hasn’t heard about Facebook. This has nothing to do with popularity of Facebook but the way Social Media has evolved over the years.

like_us_on_facebook_small

It gives me goose bumps to think about the year 2020 or let’s talk 2035. It might take another level, it might vanish totally.Considering ‘Mark Zuckerberg’ who built the Facebook platform in one night, donno when next of his kind can pull of the one-nighter. The ultimate conclusion drawn is “WE DON’T KNOW” and the one who says “I KNOW” is probably a noob or lying in your face.

big-data-cloudSubstance in Social Media is not about Big-Data anymore. Tell me one company who needs to have Big-Data or to who Big-Data is useful? Everyone demands Unified Data. Social Media agencies are increasing exponentially, but do they have any idea what are the projects of Social for 2020 – 2035? Answer is ‘NO’. Why? No one cares, it’s hot now, let’s get on to it. Let’s get on trend. Implications are on the giants, local giants and segmented companies. Consequences, they don’t prepare well for.

I’ve seen a no. of Social Media reports now (well, you can too, just google them). I can tell you in crystal clear words, only one of ten reports have some substance and have projections related to near future. I mean, come one, if you gained 100 or 1000 fans on Facebook, how is it going to help you? Did you ever wonder, the pages which have over a million fans, how much engagement is there on their pages? If not, go and check.

Brand Influence

So if you are an agency, what exactly are you telling your client? Just a pie chart of his coverage? Or just his fan/ followeracquisition? Do you honestly think, it’s of any substance to the client or his requirements? Do you even know what are the right metrics? Well, in some cases, the client also doesn’t pay attention even if you write the script of the movie Matrix in it but in some cases the clients are going to grill you.

Whatever might be the case, on a broader perspective you need to question each page of your publisher. You need to question each metrics, each number on your pie or bar graph. That if I am telling the fan acquisition increased, why did it happen, what made it happen, what kinda post is likely to produce a similar impact on the Social Channel.

Social Media is not a business. It’s a subject or allow me to put it as a chapter under Brand identity. Regardless, it has to be in conjunction with ‘Marketing, Branding and Communication Strategies” of the client. Hence, if you just run after numbers in Caught in the wrong job2013 {After 6 proper years from evolution of Social Media}, in my language you’re just another man/ women caught in the wrong job.

There’s something for everyone on Social Media, has to be.

Events & Social Media Numbers

Social Media

Social Media, a broad subject now, processes the big data for you which is hard to quantify otherwise, there was no concept of key influences before this. It’s always interesting to see a projector screen on the wall with real timeline on it. We only had power points or graphs that are totally capable of putting 70% audience to sleep. But yes, the innovation is excellent. At least, some of the audience or attendees just stay up to see their post on the wall while the presentation/ speech is on. However, there are a few key questions; which can be coupled in because they have a major impact. First of which would be:

a) What does an event does to your numbers? – If you are a consumer based business, then obviously you will want to see loads of feedback and/ or engagement with live audience. By analysis and putting the psychological context to it, it increases the numbers way faster than otherwise, best percentage guess is 20%. What should I say about quality but that ain’t relevant for now. It’s the aftermath, which can be looked at later on when we go to “retention”.

b) How do the numbers look after a fortnight? – For most brands, it decreases to a certain extent when they do not find the same content they followed you in the first place for. So let’s say I called it for an account “x” and I followed it for specifically for the content going on for the event and I find them deviating from the subject they belong to, after a fortnight, I ‘d be forced to un-follow them. But what if, I was being wrong in the first place? Well, can’t say, that’s totally subjective.customer-retention

c) Hence, “Retention” – The event is not something which was not in your plan. It was. So should have been the content you were pushing at that time. Of course, catering the live engagement is a little different all together but majority goes as per plan. So, until a fortnight; you have an option to either customize your push data as per the new percentage following or go by your usual style which could harm those numbers to some extent.

All in all, the numbers are effected at your events (essentially mean, increase). So, along side of your event planning, plan your push data and drive the engagement as you like and not let the engagement drive your account. Because you never know, there might be a good chance of your audience being 80% savvy with Social Media because they might be coming in from the info you pushed on your Social Media Profiles.

Your audience can be present in the ballroom or watching/ listening to you via a webcast which is also a very effective way of marketing, these days. It increases the trust score for the brand.