Here are all of the posts tagged ‘Brian Morrissey’.
With the rise of the real-time update streams being popularized by Facebook, Twitter and FriendFeed, users are becoming accustomed to a constantly-changing flow of pictures, videos and new snippets. Even actively-maintained websites seem locked in languid stupor in comparison.
This will change company’s interactions with customers, who will start to expect and then demand real-time interaction [...] The style will shift from slickly-produced mass marketing to a one-on-one responsive back and forth. Smart marketers will think less in terms of selling and more in terms of relationship building.
And then a nice article from Brian Morrissey in Adweek, with this killer quote:
Clients want more of an emphasis on igniting conversation and less on the rich, textured sites that have typically accompanied their campaigns. The goal, as EVB CEO Daniel Stein put it, is to “stop building $1 million microsites that attract [only] 10,000 visitors.”
Advising a client to skip a $200,000 microsite in favour of a free Facebook page or social network built on Ning for $25 per month might be the right move, but it begs the question of whether the agency can make money.
Well, the simple answer is that digital agencies with teams of designers and flash developers to pay have some serious restructuring to do, assuming they even realise that restructuring is needed (after all, they are the ones who advised their clients to build the flash microsites in the first place).
However, those of us whose agencies are built from the ground up to focus on conversations are probably in a much better position to both give their clients the right advice and to profit from it…
Update: More from Steve Rubel in Ad Age:
Digital marketing is still wired for the destination web era. To succeed going forward, we have to change our thinking. “Earned media” through direct public engagement in the venues where our consumers spend time will become the only way to truly influence a behavior change. The greatest advantages will go to the first movers who embrace this shift.
Marketing carried a piece this week looking at whether brands should advertise in people’s Twitter streams, prompted by the appearance of ‘services’ like Magpie and adCause. Clearly, the short answer is no, but if you want the long answer:
Robin Grant, the managing director of social media agency We Are Social, warns against brands jumping in feet first. ‘Twitter is all about conversations and what these ad networks are trying to do is insert ads into that conversation stream which is inherently inappropriate,’ he says adding he won’t be advising any clients to advertise within Twitter streams.
Let me know if you think I’m being a little too simplistic…
Update: So perhaps I was being a little too simplistic – it’s worth reading Brian Morrissey’s thoughts on the subject.
Update 2: ReadWriteWeb looks into some use cases of Magpie (in a fairly negative light) and Graeme Wood follows up pointing out that, without disclosure, this sort of advertising may be illegal under UK and EU law…
Brian Morrissey in Adweek covers the latest influencer campaign from Panasonic:
Among the hundreds of journalists at the Consumer Electronics Show in Las Vegas this week there are five people producing reams of copy, photos and video about the show, new product demos and press conferences. Unlike the reporters, though, they are popular bloggers in Las Vegas courtesy of Panasonic.
The Panasonic program is one of several undertaken by brands carving out a new take on the old notion of advertorial. Rather than relying on magazines, they are contracting with influential bloggers who bring with them their own powerful distribution networks. Rather than a long-form narrative, content is fit for the Web via blog posts, Twitter updates and YouTube videos. And the key differentiator: instead of dictating the content to lead to a sale, brands typically keep their distance to maintain credibility.
Panasonic wanted to build cachet among Internet influencers for its array of tech products. As part of its “Living in High Definition” push, Crayon [a social media agency] recruited five bloggers to travel to CES on Panasonic’s dime. Panasonic footed the bill for their travel and passes to the event while also loaning them digital video and still cameras. The bloggers, which include popular Internet figures Chris Brogan and Steve Garfield, will also meet with Panasonic executives and preview products.
It’s good to see the sort of work we’re doing getting mainstream coverage in Adweek and that savvy brands like Panasonic understand the competitive advantage campaigns like this can bring.
However, Brian is wrong to view these sort of campaigns as ‘advertorial’ (and in the same article bracket them with ‘pay per post’ type campaigns) – what Panasonic have done (and we do with our influencer campaigns and advocacy programmes) is generate genuine, emotive and far-reaching Word of Mouth, which is substantively different to crude advertorial (or even dispassionate editorial) copy.
According to researcher eMarketer, [US] online ad spending will climb 8.9 percent next year, from $23.6 billion to $25.7 billion.
Old school methods like display ads and microsites will come under pressure. Social media looks set to remain on the top of advertisers’ agendas, as they look to apply the lessons of their early missteps in the area while adding real measurement to what have been experimental forays to date. As the Internet becomes more social, there will likewise be an acceleration of a move from purely technical implementations to using the Web’s emerging social infrastructure to connect on a more human level.
Combined with the phenomenal growth in people’s usage of social media and the impact this has on their purchase decisions, this makes us even more confident that the help and advice that we’re able to offer brands means that we’re in the right place at the right time…