Things that make me go “Hmmm”
In: Fascinating13 Nov 2009
What’s going on in new media marketing, pulled from social bookmarking site Creativing.com:
Previously I posted someone’s prediction that going forward, more and more companies were going to have a social media policy, which I certainly agree with. Perhaps no place will these policies be more interesting than with news organizations, who butter their bread by releasing news, often over social media networks. Here’s ESPNs policy, which basically says you can’t do on your own for free what we’re paying you to do. Sounds logical on first take.
However, this policy attempts to build a wall between professional and personal social media use. It may sound easy to a lawyer, but reality is a different ball game. And wouldn’t you want some of your best writers to promote their work to their personal networks, which can be very large? Lastly, if you’re wanting to hire a top writer who may have a blog following of 100k, which she can monetize, how much more do you have to pay her to drop everything she’s built up in social media for the past 5 years to come and write for you?
Probably the longest ongoing industry debate to date. I’m not sure it’s a digital vs. traditional question at all. I think it’s definitely going to be driven by someone with a powerful digital sensibility. But I feel like while agencies are fighting over whether the banner or the TV spot should come first, the bigger question is, Should this all be lead by a product development, creative messaging, or media buying mindset? Following the money across a ten year projection isn’t easy. But then if the answer was easy, there wouldn’t be a debate.
Mind you, this wasn’t just any Tweet, but rather an Ashton Kutcher Tweet. With 3.9 million Followers, he’s demonstrating that not only is a large social media following a great weapon for negotiating film contracts, but for endorsement contracts as well.
The stat is certainly interesting, although I find this a little apples-to-oranges. At least I consider Posterous to be pretty much a content posting tool, and FriendFeed and Delicious more social media platforms. If Posterous hits that magically nebulous thing called critical mass, though, the game opens up considerably, and they can become more of whatever they want to be.
I’m surprised this isn’t generating more noise. The idea that your network of friends is a remarkably accurate predictor of your own preferences should be a closed case by now. And this is one of the only mass scale ways to target the friends of someone who’s a Fan of anything from a movie to a tennis shoe to a car. Seems like a big leap forward. If you knew someone was a Fan of a movie, wouldn’t you want to talk to their average 120 friends to try and get them all to go see it? At least the one’s in the same city?
I’m not sure I’d recommend to many companies to run ads during games, but the loading screens are another thing. They could even add value (imagine that). Of course, there’s the temptation to make game loading times longer to support longer ads. And I wouldn’t want to tempt anyone in need of more revenues at the moment. But at the core, in-game advertising is as inevitable as ads on cable television, which was once anathema to the concept of cable. At least this approach won’t have me seeing a billboard for a new 5 blade razor while walking through Renaissance Venice playing Assassin’s Creed.
When the subject of integration comes up, the discussion is always around messaging or media spending. It’s rarely about tracking and data. But there’s enormous power in that information. This news isn’t the onset of a revolution, but certainly a good indicator of where the business of performance tracking is headed.
If a small business will crowd source a $50 logo, why not a $100 million campaign? This is about all you need to read to see a major trend in the ad industry unfolding.
Like the ad business, the gaming business is going less big idea, more a lot of little ideas. And of course, those myriad little ideas are ongoing, and take a lot of manhours to execute.
The reality is, business models everywhere are being flipped on their heads. This post from Jeff Jarvis (What Would Google Do?) shows that the clients are facing as much tumult as the agencies they’re working with (or maybe it’s ‘not working with so much’). It’s the same story from yet another industry. Keep it small, stay nimble, and don’t stop running.
Welcome. I'm a digital media strategist, creative director and entrepreneur. I like to explore various digital media platforms, and this is one of my blog outlets. I also write "Creativing", a weekly update on the latest developments in content marketing and online creativity, posted every Thursday at Creativing and iMedia. If you'd like a more ongoing stream of my thoughts, work or otherwise, feel free to connect with me on Facebook. My profile widget is below. Thanks.
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