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!


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.

Social Media when…

“Negative conversations ride x10times faster than Positive” – Author Unknown.

With respect to the above fact which indeed is very true, lets measure the Social Media on this ground. After all, what is Social Media, it is people again and how people are in real life, its very likely that they are the same on their Social Accounts.

How something gets viral? It begins with a news about something or someone, most comes out of rumor or a newsroom. But whilst that happens, Social Media Junkies are all over it and hence viral is viral in no time, without the discretion of whether something deserves to be viral or not. Once in line, it will surely go all the way. No stopping at all. And when I say no control, I mean absolutely no one can control it across all Social Media platforms especially “twitter”. Thus, negative or positive, if it started floating, it will only come down after at least 24 minimum hours.

Below shown is the posting trend taken from facebook & twitter collectively when something BEGINS to go viral:

No matter whether the trending is of a subject, a person or even a news, the above trend chart just takes the sentiment from people and immediately begins measuring as soon as the posts are in a few hundreds/thousands & ranges upto the next denomination which generally represents millions & in rare cases billions. As we can clearly see that the things with negative sentiment have an almost straight pattern, is the clear indication of how negativity spreads quicker than anything else.

Why? This is majorly because of the thick competition which exists in the world now. For eg. I never knew what my cousin was doing a few years back but now when I see him on my facebook timeline, it gives me goose bumps, my mind automatically gets into a competitive mode and I start thinking of something which I can post to beat him. Yes, I know this doesn’t happen with every post or every person but come on, admit this, that we all have direct & indirect competitions in our lives and by whom we are affected on daily basis. And that’s how complex it can get while the upward trending is on for the first 24 hours.

-The measurement of sentiment is extracted easily as by reading what is written, tough posts are when people start using sarcasm. And that’s where every analysis can fail. #JustSaying

As soon as something picks up the viral status, it is calm down with a trend as well; below chart explains the downward trend of a viral situation:

Are things clear now? If not, here is the explanation: Negative subjects don’t calm easily, they travel from one nation to another, one continent to another and it doesn’t necessarily follow the above trend because it completely depends upon the gravity of the situation: For eg. “Earthquakes” a negative situation/a natural calamity, doesn’t stay for long and falls quickly. However, news on Justin Bieber and Selena Gomez will not wash away quickly. Its ironic how the above two examples have no correlation between them, yet when it comes to trending, they fall in, in opposite trends.

The simple summary is now-a-days people don’t care about global warming, earthquakes etc. The paradigm has shifted towards financial situations, scams, celebrities, presidential statements, influential people. This shift has happened because we are able to see what is the other person doing. The world was at peace before, now its not. We have started the war ourselves.

Social Media Today is extremely crucial but at the same time there is an overdose happening which cannot be controlled.