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!

Social Media Virality!

Just a quick question on this subject: Can it be controlled?social-media-fail1

As simple as the question; simple is the answer: “No”

Recent example: “Dreamliner” Boeing 787 – one of the finest state-of-the-art airplanes being grounded due to some incidents and faults. People got to read all sorts of stuff on Social Media platforms. One who knows nothing about Airplanes; also killed it on his/her account. Question rises again; can Boeing do anything about it?facebook-fail

Very similar to this one, there are a lot of other examples also; since we all are smart enough to know that by now; Social Media agencies are hired to do all sorts of Social Media for big conglomerates, accidents like these are well anticipated. This is what we call a “Social Media ‘Fail'” or to tag it #SocialMedia #Fail.

What’s the your strategy for these times?

– If you don’t have one; have one. If you have one; review the other top Social Media fails and analyze your’s.

What’s the best that could be done?

Well, it totally depends upon the gravity of the situation. If it is a minor and recoverable incident, best is to keep calm and quiet for a while because ‘Justin Beiber’ or ‘One Direction’ would come soon to rescue you. Yes this is how, your audience is now-a-days.If you are not following: just keep a track of the top 10 world trends on twitter for 7 days and you’ll know what am I talking about.
But if the situation is worse; make an apology on be half of the chair and try to minimize your damage according to your business model but only if it’s affecting to an extent where you cannot afford.

And if it’s unrecoverable; better stay quiet and continue in your fashion of your business model and pretend it never happened and in a jiffy it would be wiped off.

It is one of the simplest answer to any SM Failure which usually are seen these days.

Small advice: Don’t engage while the rage is on; no matter how big you are; you’ll go down.

FailWhaleWeb

Why was it viral in the first place?

Do you know anything about human psychology? It reforms every second we see something. And who doesn’t know about “Key Influencers?”. I might be scared to put something on my account first but just a quick moment where I see an influencer’s post/tweet; bingo, shared!

Who is to blame?

Literally, no one. Because not only they are difficult to track but also impossible to eradicate. So either don’t let them happen or stay put for the next big thing.

#Peace

Social Media Misunderstanding/s

“Social Media”, now one of the very important aspects for business houses as well as very well under misconception or misunderstood term. The best example of this disaster could be considering the largest social network “facebook” similar to the biggest microblog “Twitter”. Yes, the two are very different from each other.

Let’s devise some factors on which the difference is measured:

Closed Network: Be it a network, community or society, they all have boundaries*, which is your Social Network which doesn’t co-relates with the outside world. On the other hand Microblog is something which is open* to anyone and everyone.

*Privacy settings are not considered for now.

Content: The content posted on a Social Network is usually supposed to remain confined which only a specified set of people can view. On Micrblog it is different; it is more public than private.

*Privacy settings are not considered for now.

Photo Albums: Sharing of memories/pictures is in a format of an album over a Social Network where as there is no such option on Microblog, you can post a link for sure but you cannot upload an album over.

Connecting: Since both, the Social Networks as well as Microblog has seen presence of B2C companies presence over them, people try and connect with them in different ways which is again not similar.

Daily Activity: There is daily activity seen over Social Network as well as Microblog by most of the users online. *Mobile internet is one of the biggest reasons*. But what you should be writing over a Social Network

Nearly hundreds of differences could be pulled up if you keep thinking but basic point is to understand Social Media approach. Huge mismatch happens when the two are combined for any campaign. They don’t work well in terms of ROI or Social Graphs. And its ironic that they are still used as it is.

If we dig deep, we come across an interesting fact, “age if a person”.

Does it/should it matter? Is the question?

Answer is simple, in almost 90% of the cases, YES, it does matter.

How?

Answer: Every company has an organizational hierarchy, it so happens that once commands flow from the top, the junior agents are left with no choice. It happens only because people who are new to Social Media and are usually in their late 40s and 50s, tend to turn to facebook and just tend to love the millions of likes. Where as young personnel, understands the difference of active and interactive fans/followers and would rather have a small portion of they but keep a continuous activity when the business is concerned.

Please note: This is not criticism; this is the result of a survey. And exceptions can be ruled out.

Many people believe social media can do no good to promote their business. They also believe social media is a waste of time and energy. There might be some or other reasons that made their efforts a failure. By following a few steps, anyone can successfully do advertising through social networks. A clear vision is necessary in a social media activity. You should obviously have a strategy before each of your movements in social networks.

So before even hitting the gadget, you need to broaden your thought process and mindset, think like everyone who’s eye is on your business. Here are some reasons why will something fail for you:

Blogs and Books: Most of the people follow the bigger names and try to adapt their tips and wisdom and later get upset just because it did not work well for you. So all you have to understand is a blog post is something that is not specifically written for you, going for something generic is not always the solution but be specific.

Strategies with no end goals: You must be clear with the end goals of your specific social media activity. So going for social media without a clear vision of the kind of outcome you want, is certainly of no help. Just because your competitor is involved in activities like tweeting you can’t drag yourself into this social media buzz expecting some great results.

Believe or Leave: Anyone who does not believe in social media cannot meet their goals. It is the belief and clear set idea that keeps any promotion successful. What works for others might not be working well for you. But with a targeted audience strategy you can make it work efficiently for you.

We also have 4 great myths about using Social Media for your businesses:

1. Companies with a target of more mature customers do not benefit from Social Media

2. Companies create pages for themselves only to promote their their own products/services

3. Most potential customers would rather receive customer support via telephone

4. Social Media doesn’t really help your business

All the above myth’s have been proven wrong over the time and the paradigm has shifted so quickly that many people went on stand-by just to see what is happening and they were never able to catchup.

 

 

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.