Anyone tuned into social media has heard of Vine. This little app boomed almost overnight, with its user base growing an astounding 403% between Q1 and Q3 in 2013. And it’s not going anywhere anytime soon.
To me, Vine falls into 3 categories: hilarious, innovative, and downright annoying. For your sake, I’m going to cover the first two and skip the high school students Vining themselves at the mall.
Big brands are hiring the most popular “Viners” to represent them. A prime example is Viner Meagan Cignoli, who has been commissioned to create 6-second videos for brands such as Benefit Cosmetics, Lowes, Fruttare Fruit Bars, Yves Saint Laurent, and Nike. For me, Meagan falls into the Innovative category. That girl sits there for HOURS tapping her iPhone ever so slightly so that every frame is perfect. Each one seems like magic; I just love it!
I personally tend to gravitate towards the Hilarious category. I can’t watch Vine in public places because the 6-second comedians usually make me burst out laughing and spit out whatever coffee I was drinking. In no particular order, some of my favorite comedy Viners are Jordan Burt, KC James, and Manon Mathews. Jordan Burt was recently hired by Trident Gum to promote their Layers line… and it was amazing.
And of course when two of my favorite Viners get together, magic happens. This one has nothing to do with a brand… I just think it’s funny.
One of my favorite parts about my job is being able to Vine for Harvest Snaps. Sometimes we plan them weeks in advance and other times, I just feel like making a video. It’s a weird social media bug that I get every week or so.
Our Vine account is still really young, and my team’s Vining skills are growing every day. But we have more fun with it than any other medium, and it makes us feel creative and just downright happy when all goes well.
How to Garner Traditional Media Coverage in a Declining Market
Everyone has been talking about the decline in traditional media coverage, between constant coverage of the economic downturn and the increase in online coverage where is there time or space for your client’s story?
Don’t give up! This doesn’t mean you should stop pitching traditional media, it simply means that you should take a more personal, thorough and direct approach when pitching than ever before.
When pitching print publications, make sure you are reaching out to the appropriate reporter…everyone covers a different beat, so be sure to do your research. Have detailed information and send it in an easy-to-read format. Remember, it never hurts to reach out ahead of time and ask what they are looking to cover in the coming months to see if it aligns with any of your clients.
When pitching to secure broadcast coverage, I have found that producers love simple emails that bullet point what visual aspects you can provide them. List who the spokesperson is and their title, important and interesting talking points, and what visuals you can bring in-studio or what they will have access to on-site.
Note: Morning show producers arrive very early meaning they leave early, sending an email at 4 p.m. can easily get buried in their inbox. Send your pitch as soon as their morning broadcast ends and just before they head into their next planning meeting so your story is fresh on their mind.
And lastly, something you’ve heard time and time again, it’s extremely important to build a relationship with whomever you are pitching. Know the demographic they write for, what they are covering, and how they like to be contacted.
The below infographic (via Avalaunch Media) is a great representation of how online PR has evolved from traditional PR. We must remember, traditional media is not dead, it is a platform that can now be spread into a viral online sensation.
-Olivia Gentile, PR Specialist at Santy Integrated
If you’re a tech writer, you hear from a lot of public relations people pitching their clients’ wares. Usually, if I’m not interested in what they’re pitching, I just delete them. (The pitches, not the people.)
Today, though, my Inbox encountered a particularly persistent PR woman. She hadn’t…
Great advice! Nothing is better than short, sweet and to the point! Congrats on the new position pogueman!
Myspace Revived: A new design may bring the giant to life again
Guess who’s back, back again?
Remember that time when your ‘ex’ showed up at the same bar as you and looked a lot uglier than you remembered?
Well, Myspace is not your ex. Myspace is the kid you liked in middle school, who was a nerd in high school, and then showed up at a bar years later—way hotter. What am I rambling on about!?
Through responsive, sleek, user-friendly interface design, clean and comfortable usability and in-your-face photos, Myspace is getting all up in your space, in the sexiest new light.
As the great David Bowie says, “Ch-ch-channgessss, turn and face the strange.”
But seriously, what is so great about the new Myspace design (aside from Justin Timberlake being all, “Yo, Myspace is where it’s at. Dirty pop your way back here.”)?
Platforms like Pinterest (36,000 sign-ups in its first week), Instagram (two million users in its first six weeks) and Spotify which each reached a remarkable amount of users during the first weeks of launching, taught designers and developers a valuable lesson: users like their content like Ricky Bobby likes his cars—fast and easy.
Myspace’s new design offers a user experience similar to favorite platforms of today, yet challenges the leading competitors of the social space.
Navigation that can easily be accessed in multiple areas of your screen.
A multivariable search function that categorizes and aggregates songs, artists, albums and videos.
Real-time interaction and music-mix sharing with friends.
Multiple ways to personalize your page using music mixes and large cover photos, so you can show the world, including your favorite artists, what speaks to you.
It’s obvious that design wise, Myspace is just like heaven. However, some may say we have Spotify to listen to music, YouTube to view it and Facebook to blabber on about it (and whatever else we want), so the question design alone can’t answer is, ‘why will people use or return to the new digs?’
Timberlake believes Myspace will be especially useful for it’s music-loving audience. According to JT, artists will discover more about their fans, and in turn, discover more about themselves. This is why he believes the “quality of engagement” will be more rewarding.
Being a music lover myself, I can’t wait to take a break from new- born baby posts, and engagement ring photos on platforms such as Facebook. I don’t mind Myspace coming here, and wasting all my time. In fact, I know I could spend hours creating the perfect music mix, sharing it with my music-loving friends, and reading about my favorite music makers.
Time will tell if this platform will break or bust, but it can’t hurt to give it a try. If Myspace is not something you previously enjoyed, at least give it a chance. If anything, it’s design is worth viewing. Maybe it’s just what you, oh underground-music lover you, needed?
Want to check out my mixes that will contribute to your ‘ear-gasms’ (including the songs mentioned throughout this post)? Well, you have to have a beta account. However, Santy may just be giving a few of those away very soon. Comment if interested!
Sleep is something I did not indulge in last night. While some were adventuring in the Land of Nod, I was restlessly tossing and turning; ruminating about the day to come. I was nervous, but mostly excited about my first day at Santy Integrated.
I have made quite a few observations about Santy in the short amount of time I’ve been here, but there is one thing that impresses me the most: The number of young, successful and talented women employed here. Only three men are employed at Santy, including the president and CEO. The average age of all the women that work here, including myself, is only 27.6 years old. I am incredibly excited to immerse myself in a company run by determined, ambitious, and not to mention, stylish women. Although our lunch hour was dictated by the latest episode of “The Bachelorette” and “Keeping Up with the Kardashians,” the minute we all entered our desks, the room was silenced and the only conversation shared was about work.
I am not saying that the men at Santy are any less talented than the women or that I am any less impressed with them. What I am saying is that as a young professional female and recent graduate, I sincerely look up to women around me and am eager to make myself known as one of the many accomplished and driven people on the Santy Team.
How many of my fellow seventeen year old classmates are at the beach, playing video games or sleeping right now? A lot. How many are sitting in front of a desk at an ad agency entering client and sales data into Microsoft Excel? I’ll have to get back to you with that statistic. If you haven’t guessed yet, I fall into the second demographic mentioned. My name is Jackson Santy; I’m an incoming senior at Brophy College Preparatory and am Santy Integrated’s newest intern. There are many reasons why I’m sitting at this desk right now as opposed to lying on a beach surrounded by friends. One may or may not be the fact that I owe a certain elder member of my family $1200 for a recent trip abroad to El Salvador with my classmates at Brophy. But all kidding aside, I am here on my own free will and not as a victim of indentured servitude. The reason I’m here is because of a word incomprehensible for many teenagers, “proactivity.” Sure I’m not relaxing on an Oceanside paradise right now. Instead I’m building up my resume, preparing for the world of employment and getting a head start on internships before entering college. In my mind that beats getting sun burnt and covered in sand any day…or so my father tells me.
Brands will operate in the age of tumultuous opportunity and permanently uncertain times, where chaos is normal. Santy believes one thing is certain, success depends more on what we do today than what the world does to us tomorrow.
We truly could care less about social media, web sites, apps or the declining/changing media landscape individually. What we do care about is making brands relevant to the consumers who can’t wait to buy their stuff. Of course creating this relevancy will integrate some or all of the available platforms above.
Our approach, Activating Brand Communities paired with Santy’s Social Branding model unlocks the brands holy grail, Social Intelligence. We create relevant and compelling programs that get fans/friends/lovers to engage with the brand in exchange for insights, interests and detailed psychographic profiles, along with a plethora of other information about the community. This then becomes the foundation for new strategies and more relevant programs to generate brand preference in real time.
But, brands must have the discipline to simplify engagements, test and measure efficacy, then repeat.
As you may have noticed, a large majority of popular television shows now include a hashtag in the corner of the screen. While this may seem trivial, the results may surprise you. ABC Family’s show “Pretty Little Liars” generated 534,000 tweets during the one-hour season three premiere, including 100,000 tweets during the first five minutes (according to social media tracking site SocialGuide). That’s 333 tweets per second. We’re in a new wave of “the three screens” - goodbye to the days of multitasking watching television, checking your mobile device and surfing the net - we are now combining and sharing these experiences across all platforms. My friends now know who I think Emily should give the final rose to (#bachelorette pick Sean!!!), discuss the latest episode of Family Guy, and argue about who should have been voted MTV’s America’s Best Dance Crew (cough, Mos Wanted Crew). Brands should take note from TV - you will not only gain impression share (Pretty Little Liar’s social engagement catapulted the show to 1.7 million viewers during the season three premiere) but you will also build a strong base of brand advocates. So the next time you’re working on a TV commercial or a digital campaign, ask yourself: #WWTVD?
The age-old debate of quantity versus quality definitely rings true in social media. As marketers in a numbers-driven world, you would think that having 75,000 fans or followers would be better than 1,000 fans - but in reality, it’s not just a numbers game.
While it may seem like having a high number of fans is a great strategy, and some brands will even resort for paying for likes, marketers should focus on reaching the right people. Gaining fans on social communities should be about people who are actually interested in a brand and want to engage with them. When you have a loyal fan, that person becomes more likely to share it with his or her network. One of the greatest things about social media is how easy it is for word-of-mouth marketing.
So don’t worry if you don’t have as many fans as someone else. Worry about posting interesting content and engaging with fans. That way, you can turn those people into brand advocates.
I was sitting here today doing some typical day-to-day research, when I started thinking about digital and market trending. I then started pulling some old reports and articles about what was predicted for 2012. I wanted to take a look at those articles and see if what the “experts” had predicted is what we are actually seeing as trends so far this year. I think to myself “Aren’t some of these things a given?” Such as, “there will be more people on smart phones in 2012”, well no kidding. Not only do they not make as many of the other phones anymore, but smart phones are becoming more affordable for people to buy as well. Is that really an intelligent prediction? These trends and predictions I see are all based on the obvious. There are so many reports and articles that clients/agencies purchase in order to see what will happen in the next year. Well, with new technologies, apps, platforms, etc., changing daily we will never know.
As the Santy motto states…” The best way to predict the future is to create it.”
While vacationing in San Diego this weekend the girls and I visited yelp reviews multiple times on our cell phones to help us decide what cool spots we wanted to eat, drink, or shop at. However, the process wasn’t always helpful. There were businesses who didn’t update their addresses on google maps and there were also businesses who didn’t have a mobile site. We cursed out in frustration when we tried to access multiple company sites only to find them completely incompatible with our mobile. Some frustrations included flash sites, print that was too hard to read (especially in a dark bar while drinking), and buttons that weren’t finger friendly. Had their sites been mobile we may have been able to see that their menu was in our price range, that their photos showed off a fun atmosphere and ultimately chosen them as a place to visit (and probably suggested to friends). Instead, we opted out of the business’ experience all together and chose different venues to shimmy at. It boggles my mind that 60% of businesses don’t have a mobile site. By not allowing easy access to telephone numbers, or directions there’s a huge chance you’ll miss out on your biggest spenders. So get with the times people and contact us to build your mobile site.
Gaming has generally been classified as a guy’s thing with popular games such as Call of Duty, World of Warcraft and Madden. But with the explosion of social gaming, the playing field (no pun intended) has been leveled. According to a survey conducted by mobile social network MocoSpace, 90.4 percent of women respondents age 30 and over said they played mobile games and 77.7 percent ages12-29 said they played mobile games as well. In fact, 26.7 percent of women respondents age 30 and over played mobile games more than three hours a day, compared to 18.5 percent of men in the same age group. With games such as Words with Friends and Farmville, it’s no wonder. So the next time you’re looking to target the females, be sure to look beyond their shopping and consumptive habits. We like to game too!
You know the saying, “A picture is worth a thousand words.” And in the past year, images have truly become the center of our digital social lives. The Internet, and more specifically social networks, has become increasingly more visual in their content. Not only are existing platforms like Facebook and Twitter becoming more centered around photos with the Timeline and Twitpic, but photo-sharing apps, like Instagram have become something of a phenomenon among smartphone users. For example, at the beginning of 2011, Instagram had 1 million accounts. Then as of April 2012, the number grew to 40 million users – and as we all know, where users go, brands are quick to follow.
So, what’s with this trend and how can marketers capitalize on it? It’s simple. Images grab people’s attention and when people see something nice, they want to share it with their network. Since storytelling is one of the most effective ways for a brand to connect with its target audience, these platforms offer another quick, easy way to generate and share visual content with existing fans and attract new ones.
Of course, brands should never jump on a social network bandwagon just for the sake of it, but if your brand has photos of any sort to share, Instagram a great place to engage with fans. Just remember, it’s not always about your promoting product. I know that sounds odd, but brands such as Starbucks, Free People, Lululemon, and Whole Foods do a great job of showing off their offices, events, and other images that relate to their brand that capture users attention without only pushing product in your face.
And since a blog about visuals wouldn’t be right without something to look at, here’s an infographic for your viewing pleasure:
What type of Advertising Spend should we expect in 2013?
As we are finishing up the first half of the year, it is now time to think about 2013. I know it seems a bit early to consider what strategies to use in six months, but for those of you that are media buyers like me, the 2013 planning season is right around the corner. With the economy picking up each year, the amount of advertisers and spending levels are increasing. Below is a link that shares insight by medium, into what type of growth and spending we should expect for 2013.
I have not failed. I’ve just found 10,000 ways that won’t work. ~Thomas Edison
The most important part of being a successful advertising agency is following through with make-or-break ideas. Some agencies are so afraid to fail that they wind up creating campaigns that no one talks about. Here at Santy we are encouraged to fail faster and succeed sooner. When the pressure of “getting it right the first time” is taken away, our minds are free to explore the world upside down. The agency enters a realm where the learning never stops and groundbreaking ideas are born. So fail, I dare you.
There has been a huge focus on marketing to Baby Boomers and Gen X’ers. But the problem with that is that they’re getting older. Baby Boomers are retiring and Gen X’ers are spending their hard earned cash on mortgages, children, and everything in between. What about us Millennials? You know, we’re not kids anymore! Only one in ten Millenials is under the age of 18. According to a Media Post Millennial Life Stage Segmentation study, 31 million Millennials are working and even 21 million are parents. We have disposable income and are helping to shape popular culture. We have a large social network footprint and can’t go anywhere without our smartphones. So the next time you’re brainstorming your next marketing campaign, remember us!
Are Political Candidates Using an Effective Marketing Strategy?
When you think of political advertising, what do you think of? Television commercials for political candidates began in the 1950’s and by the 1960’s, it became the number one source for political information. TV continues to be the top strategy for candidates, but with all the changes in how people are viewing programs and utilizing their time, are they missing something? I believe so. TV commercials are effective and most definitely need to be part of the strategy, but putting all your eggs in one basket is not the right strategy. Digital consumer behavior is not only what people talk about, but it is what people do. According to ComScore, 39% of all people in the U.S. have a smartphone and 78% own a computer. The multiscreen structure (using your computer and/or phone while watching TV) is the new norm, allowing advertisers to engage with their targeted consumers across multiple platforms. I believe that there is a decent sized percentage of the population that has no idea what is going on when it comes to politics - they either vote how their family or friends vote, or don’t vote at all. How do we influence them? By hitting those digital blogs and social platforms that basically have people doing the advertising for you. For example, Tumblr now has advertising opportunities and Adidas (though I know is not a political candidate, but is an influential brand) jumped right at the opportunity creating an enormous buzz. Or perhaps, drive people to your fan page and have them interact with who you are and what you represent. Imagine if you were running for office…(below is a mental picture, try to imagine) You are sitting around the dinner table at a friend’s cocktail party debating about politics and someone states “Did you see what (candidate’s name here) did with their online campaign? Everyone is talking about it on social media - what a unique and intelligent ways to bring in new voters. Obviously he/she knows what they are doing, I was undecided who to vote for and that pushed me in (candidate’s name)’s direction.
I confess, I spend a couple of hours a week on Pinterest, especially when I’m looking to jazz up my wardrobe. I’m a total fashio-NOT-ista so, I steal others outfit ideas. I also steal recipes, never changing a single ingredient, I steal their yummy goodness. Notice a pattern? Steal. Steal. Steal. It’s okay though because it’s on Pinterest…right? As a designer I am very nervous about people stealing my ideas and vice versa. Inspiration is a huge contributor to art and Pinterest can be a great tool for finding that inspiration. But, there’s a fine line between stealing and getting inspired. Sometimes the stealing is done subconsciously, in which case is hard to point a finger. But other times, the stealing is quite intentionally. With work from creative professionals around the world so readily available at the click of a mouse, everyone needs to take a step back and listen to their moral compasses. Jessica Hische, a famous designer in San Francisco states that, ʺWhen you’re learning, it’s not wrong to copy people - to learn from them the way that they learned from others before.” Hische makes a great point and I agree that it is okay to copy work to learn, but to say the idea is your own and then go on to produce it is called stealing. There are many great crafts and ideas on Pinterest, but I urge everyone to be conscious of stealing when searching for inspiration. If you put up that ʺCaution Stealing Aheadʺ sign in your brain before your search for inspiration, even your subconscious may be safe. I would suggest coming up with a strong concept or idea of your own and base your inspiration searches off of that idea. This will help keep YOUR idea alive so that you can look at others work for color inspiration, textures, layout, etc., without compromising the design or idea you originally had in mind. Another suggestion is simply to get out into the world and find inspiration the old fashioned way! Jumping on a bike to participate in nature, heading to the bar for a cocktail, even having simple conversations with strangers can be a huge help when you are struggling to find a creative solution. Just remember to be unique. Be creative - and like the genie in Aladdin said, ʺBeeeee yourself.”
Most social marketing folks fall flat when it comes to understanding the value of a fan. There it is, the elephant in the room. Now before you run for the pitchforks and torches, hear me out. I’m not saying that you don’t value your fans, of course you do, that human element is what makes the space so unique. I am just saying that the majority of the social population hasn’t wrapped their head around the concept of transforming a community into something more valuable than a customer service platform.
Lets look at Oreo for example. A very active and “successful” social brand with 26.7 million plus faithful cookie dunkin’ fools (myself included). It’s common to see upwards of 1,000 comments on a single post and their page states that 128k people are “talking about this”. The numbers are enviable for sure, but how is this contributing to brands intelligence? Better yet, what if I’m among the 99% of the community that is never convinced to engage? Yep, even Oreo interacts with less than 1% of their fan base on a daily basis. What this means is even if you find that 75% of respondents love the Double Stuff Oreo, the information is too small and siloed to actually evolve the brand strategy. As a result, I believe that this limits the potential life span of the space.
This should frustrate us all, because it doesn’t have to be this way. We are surrounded with the richest data and most advanced consumer technologies that have ever been at our fingertips, and few are connecting the dots. It’s time to dust off our brains and push ourselves, our brands, and our teams to spend a bit of time polishing the bright and shiny. Focus on defining strategies aimed at increasing your brands’ intelligence as a whole and we might just secure a long-term value.
[shameless plug] Hit us up to hear more about what we are doing to stir up the social space by using social intelligence to drive brand strategies online and off.
As we all know by know, Pinterest is all the rage these days. It’s the bright shiny object that everyone is talking about, and clients want to know about. And with some pretty amazing statistics to back up the social media site (http://www.b2bsocialmediaguide.com/2012/06/01/11-pinterest-statistics/), brands and clients should want to know about it.
But, should everyone jump on the bandwagon because it’s the thing to do? How do brands use Pinterest and use it well?
A few companies, such as Land’s End and Barney’s New York, have run “Pin It to Win It” contests where they promoted pinners to pin things from their website to be entered into a contest. While these contests provided much short-term success, these goals are short-lived. The best way for brands to use Pinterest? To use it like any other user. A few brands that use Pinterest well are Whole Foods (http://pinterest.com/wholefoods/) and Chobani (http://pinterest.com/chobani/). Their pins relate to their core values, but they don’t only pin promotional images, and they aren’t always directly related with their products, making them resources for interesting projects and recipes. People have no incentive to follow their brands, other than the fact they like engaging with their pins. As with all social media, Pinterest is about building relationships with your followers and engaging with them. Quality over quantity. Pinterest is more about sharing with followers than selling to them. Users want to pin things they are visually attracted to and find relevant, and often they are more likely to remember the pin and purchase later.
What comes to mind when you see a yellow M? How about when you see a polar bear drinking coke? (oh you’ve never seen that before?) Most major brands do an amazing job of maintaining their identity. As the company grows through the years and introduces new consumer products, the brand needs to keep the look and feel of their brand current with the times and their consumers interests. They should add a little extra spunk to keep their brand fresh, they should create campaigns that really speak to their audience and still stay true to themselves. But what about the brands who stray too far from their identity trying to keep up with the times? When is the moment the agency takes a step back and admits that a rebrand needs to happen? I believe that when consumers cannot easily recognize a brand without seeing their logo a David Bowie ch-ch-change needs to be made. And most times the client without the proper knowledge is the roadblock between those changes. Clients are too often stuck in a place between their old-ways and trying to be new & fresh which often times jeopardizes their identity. Clients may request new fonts, colors, and imagery that have never been apart of their identity. It is our duty as an agency to stand up for those age-old rules we’ve been taught about brand standards and say “no we will not use that font”. We must educate our clients so they understand when their brand standards are in danger. If they understand they should be able to accept the reasoning behind the “no’s”. And if a client continues to push new, unrealistic swatches into their advertisements maybe it’s time to truly invest in a rebrand strategy that the client and the designer are both happy with. To see successful rebrands visit this link: http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2?op=1
As we all know, Facebook brand pages have been out for a few months now, and the new format is awesome for many reasons. One of the main reasons the new layout is a good fit for brands is the cover image. The cover image on a brand’s page grabs the attention of all users immediately and can be used to promote brand messaging and creativity. A good cover should tell a story about your brand and encourage fans to want to engage with your page.
Since everyone sees this image, it’s clearly important to have good creative right? Well, Facebook have rules around it (https://www.facebook.com/page_guidelines.php). For starters, a cover image is not a banner ad and images designed with the purpose of getting some type of action out of fans are against the rules. Facebook has the power to shut down your brand’s page if it breaks the rules.
Many huge brands, like Tide for example, (https://www.facebook.com/Tide?ref=ts) are bending the rules and getting away with it thus far. Tide’s cover image features an arrow pointing to one of their apps asking to fans to participate. In theory this would be great for brands with contest apps, but is it worth risking your page and likes? I think I’d rather play safe than be sorry. But what happens if I break the rules? Does Facebook shut me down? Will they shut a major brand down?
Bottom line: Play fair, Facebook. If you’re going to set rules make them clear and enforce them, otherwise let creativity be king and set no limitations.
According to a Yahoo! Investor Day report, advertisers are grossly under spending in digital versus any other medium (TV, radio, print). On average, consumers spend 28% of their day on the internet, while advertisers only allocate 13% of their media dollars to this particular medium. Why is this the case? My opinion is limited inventory. With the continuing rise of mobile usage, advertisers have limited options to reach this growing market. The answer. Geofencing…or so people think. Geofencing is just another fancy term for geotargeting using a location-based service through your mobile phone and/or WIFI connection. The problem is where people are spending most of their time and where advertisers can be are two very different places. According to comScore (http://tcrn.ch/JF1Joq), the top five sites accessed on a mobile devise are Google, Facebook, Yahoo!, Amazon and Wikimedia. Not many geofencing advertising opportunities on these sites.
Instead of getting caught up in a trend that may or (most likely) may not reach your target audience, focus on providing tools to your mobile audience to get them engaged. Encourage and promote these mobile users and above all, HAVE A MOBILE FRIENDLY SITE!
Recent articles have claimed, “TV is dying, while Digital and social media are thriving”. Though I do agree that digital and social are trending fast for consumers and brands, but replacing TV… I think not. With 99% of all U.S. households owning a TV and on average watching 6 hours 47 minutes per household, I would say TV is far from dead. (Nielsen Co.) Perhaps the way we are viewing TV has changed, and is that bad? We are now able to see our favorite shows whenever we would like, whether through TIVO, Online, Mobile apps, etc., giving advertisers multiple platforms to reach its consumers. The article below shows how TV has become social for consumers: http://www.emarketer.com/Article.aspx?R=1009084
In marketing there is an overarching reality distortion around always having “the” answer. Advertising isn’t mathematics, there is no right or wrong, there is only guess and check. Strategies can be supported by historical success and precise calculations…blah…blah…blah but the reality is nobody can guarantee that something is going to work. Success is up to the community. The amazing thing to me is how marketers and brands are willing to ignore the plethora of tools available today that allow us to understand and activate our communities to market for us, just to stay in their comfort zone.
A few major brands such as Coke (http://bit.ly/K2JN1Z) and Starbucks (http://sbux.co/LSZa1I) have caught on to this and are having amazing success by simply asking the community what they think. Sounds simple right? Well it is. You get an individual excited about their relationship with a brand (“Yay, they are listening to me!”). From there consumers are motivated to share the story with their network both online and off. It is this one-to-one referral from consumer to consumer that is far more powerful than any message a brand can deliver through traditional channels. So get creative, drop the ego, stop worrying about failing and focus on giving consumers a reason to shout. Not willing to evolve? I suppose you can continue to predict the unpredictable based on old data and historical knowledge, yep that should work…