Came across this very useful presentation about turning fans into advocates. It also helps explain the differences between influencers and advocates, two terms I find many people use interchangeably.
I attended the IOD annual convention this week and it was an eye opener. Occasionally we need reminding of how the other 99.9% live. They do not live at the digital speed of light. The do not get their news from twitter. They do not skim Tumblr. They do not care that Instragram was sold to Facebook.
They do know they need to change though.
They know because Kevin Roberts, CEO of Saatchi&Saachi told them. He is apparently the only speaker ever to be invited back to the IOD annual event, and it’s clear why. He was energetic, passionate and he probably scared the hell out of them. “Marketing is dead” is always and interesting opener to a room full of suits.
“There is nothing new” he went on “we are in the age of now”. He challenged the audience to become Creative Leaders. And he told them to forget the “big idea”. It’s dead too btw. The now is about iterating constantly i.e. what I’ve referred to previously as Agile Creativity.
To people who live and breathe digital marketing this is nothing new. It’s how we live our lives. To the other 99.9% it’s probably like being spoken to in Dutch.
Bottom line – it’s no longer ROI as we know it. Forget Return on Investment and pay attention to Return on Influence
If you’d like to get a feel for what else he said you can read a summary here: http://www.saatchikevin.com/Shake_It_Up/
Apart from a bit of travelling in April, I’ve been using our rainy London weather to catch up on a few recent reports.
Econsultancy’s Report on The Progression of Agency Value – developing a model for agency maturity in a digital world is well worth a read. You can download a copy of the report here. The report is, I understand, one of a series of 3 so keep your eyes out for the next two installments.
Read this report to learn:
- How agencies are operating in an environment characterised by rapid and continuous change
- The shift away from traditional practice to new and more diverse areas
- A model for incorporates a shift from delivering services, towards staging experiences, and eventually to guiding transformations for clients.
In a nutshell, the report is shedding more light on the increasing need I see within ad-land to learn the dark arts of the science of marketing. For decades agencies have been the font of all things creative and have been resting on their laurels of late (IMHO). Today, agencies have to not only master the idea but also master the science of measuring the success of the idea. If they fail to add this to their repertoire of services to clients, clients will either take the work in house or go elsewhere.
On a similar theme, I am loving the Google insights series. The article on Lean Communications was another supporting point to the need for agencies to act more like start ups. They need to be nimble, to iterate constantly and to adopt an “agile” planning method. Welcome to the dawn of the The Age of Agile Creativity.
I also checked out what Nokia are doing with its social strategy with the help of Brilliant Noise founding partner Antony Mayfield. Now Nokia are a brand that have suffered greatly in the last year or so and it’s good to see them dusting themselves off and getting back into the ring. They are taking all the right steps to rebuilding their brand by putting focus on building a community. After all, community is one of the foundation stones now of great brands. Without community would Instragram have sold to Facebook for $1Billion? Would Draw Something have been snapped up by Zynga 6 weeks after launch!? Tech brands need to be social brands and at the forefront of building, managing and leveraging their communities both offline and online. That’s part of the recent work I’ve been doing with Adobe. It’s also the work I am finding most of my clients are looking for.
Just read this and it makes a lot of sense. Well worth a look
The Rise of Digital Influence
Report: The Rise of Digital Influence and How to Measure It.
Amazon vs. Apple: Competing Ecosystem Strategies – Ron Adner – Harvard Business Review
Amazon vs. Apple: Competing Ecosystem Strategies – Ron Adner – Harvard Business Review.
App stores and tablets helped drive 157% year-on-year growth in 2011, according to IAB/PricewaterhouseCoopers report