Social Media Officially Failed on February 7, 2009

I often joke with clients and audiences at conferences that social media officially failed on February 7, 2009. It is a completely arbitrary date. My point is, around that time it became clear that the promise of social media would go unrealized. That promise being that social media would be premised on conversation.

Instead what happened is brands and their agencies feared lack of control over dialogue. Ceding that control to customers was a scary idea. So they reacted by using social media as just another broadcast tool. They fell back on their comfort zone as in television, print and radio. Years later this persists.

This is not to say brands are shying away from social media. In fact, Forrester predicts $16 billion in spend in social media by US marketers alone in 2016. Lithium, the owner of Klout, that tracks social media influence, commissioned independent research firm ComBlu to take a look at social media. According to their site, “Combining hard numbers with human analysis, the State of Social looks at eight industries and 85 Fortune 1000 companies to determine how strategic and effective brands are across their social ecosystems.”

image

Before we get to the insights it is important to state that though I am on Klout, I am not sure of its ultimate value. An aggregate score based on my social media activity has not caused me to alter anything when it comes to social media. And it is clear this report has an agenda and that is to further advance the idea that influencer marketing is valid and works. Social media was always intended to be an egalitarian grassroots tool. Obviously some will attract more followers than others but that should be based on their value and relevance rather than by a campaign using brand dollars.

Read more

Your Brand Story is Your Brand Strategy

So much has been written on storytelling in business that a subset of the marketing community is pushing back against its purported benefits. Yet, increasingly creative agencies big and small are specializing in helping clients better tell their story. More and more conferences are dedicated to the topic. Content marketing and copywriting professionals now fall under the umbrella of storytelling.

All of this activity is taking place with the hope that customers will identify with the story, tell it, and share it. This sounds a lot like the overall purpose of branding and IMG_4556marketing and that makes me a believer in the power of storytelling.

When it works, it really works. I am not a fan of overly simplistic stabs at business storytelling. Those attempts rob brands and businesses of what makes them interesting in the first place, namely, their depth and complexity. This does not mean everything should be “War and Peace” but it certainly should not be dumbed down to a tagline or strive for a one-word association.

I use two different constructs to help build an engaging narrative. The first answers seven questions and generally works better for B2B, professional services, and association clients. These require honest and uncomfortable answers to be successful.

  • Where do we come from?
  • Where is our world going?
  • Who are our communities?
  • What are we like?
  • How do we behave?
  • What is our purpose?
  • What is our brand idea?

Read more

The Airline Experience: Is it the Seat or Your Seat Mate?

For over 15 years I traveled more than six months annually. This included visiting nearly 40 countries and lots of time in New York. I like to claim I have stayed in every hotel in Manhattan. The latter is bravado as the number is closer to 35 hotels while Manhattan has 258 hotels but I am getting off topic. The point of this piece is to discuss how we get places.

Have you seen photos flight experiences in the 1950’s and 1960’s? They actually carved meat in the aisle and shook fresh martinis! Never mind everything was mixed with cigarette smell. That would be a big trade off for me personally.
33D2FD1900000578-3572879-image-a-15_1462365691079

Air travel today is definitely unglamorous. The experience begins with pricing which never makes any sense. I believe airline pricing algorithms are satanic and those administering them are drunk. At the airport you pay at every stop…parking, luggage. Speaking of stops. Getting onto an airplane involves so many lines it is like queuing to get bread and meat in Soviet Russia.

Getting onto an airplane involves so many lines it is like queuing to get bread, meat and batteries in Soviet Russia.

Then you get on the plane. I am a relatively short fellow so legroom is not a problem but my personal space does get invaded. The New York Times reported that, “Seats were 18 inches wide before airline deregulation in the 1970s and have since been whittled to 16 and a half inches. While seat pitch used to be 35 inches and has decreased to about 31 inches. At the same time, the average man is 30 pounds heavier today than he was in 1960 (196 pounds compared with 166 pounds) and the average woman is 26 pounds heavier (166 pounds, up from 140 pounds).”

Read more

22 Bits of Narrative Wisdom

A few years back on Twitter, Pixar storyboard artist Emma Coats shared 22 bits of narrative wisdom. Emma’s job is to marry words and pictures to make a complete story. Here is the text but scroll further for visual takes on these “rules”.

#1: You admire a character for trying more than for their successes.

#2: You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be v. different.

#3: Trying for theme is important, but you won’t see what the story is actually about til you’re at 30-Buzz-Lightyearthe end of it. Now rewrite.

#4: Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.

#5: Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.

#6: What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?

#7: Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.

#8: Finish your story, let go even if it’s not perfect. In an ideal world you have both, but move on. Do better next time.

#9: When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.

#10: Pull apart the stories you like. What you like in them is a part of you; you’ve got to recognize it before you can use it.

Read more

Marketing is a Human Activity

Marketing-Jeff-Swystun

This originally appeared in WPP’s Sparksheet.

As bots become more and more prevalent, as brands take an aggressive approach to social media, and as everyone drowns in data, it’s worth remembering that successful marketing has always been about one thing only: a personal connection.

Every marketer is bombarded with overwhelming and conflicting information. Most companies (and marketers) can barely digest the data they produce let alone turn it into actionable insights and strategy. Add the utopian promise of Big Data and we have a real issue because the most sophisticated systems will never spit out a marketing roadmap. More importantly, we must never forget that marketing is an intensely human activity.

There are ever-increasing raft of studies, rankings and surveys that pelt the marketing community every day. In branding alone there are now 294 studies tracked on the website, Ranking the Brands. Most of these are celebratory lists pitting brands against each other on one dimension or another. And the tech industry is an expert at producing reports that skew towards ‘technology-as-savior’ conclusions. Add on consumer and market research studies and marketers are now buried in elephant-size data dumps.

I am a part of a team researching marketing studies for a prospective book. Our intent is to discover commonality and difference in content. One thing that we found immediately was the need to clearly understand the wants and needs of consumers. Everything else is blinding white noise. Marketers know this but get distracted by shiny new toys and theories promising better performance.

The practice and profession of marketing has never changed. It has always been predicated on human behavior. It exists to understand consumer’s motives and give them justification for making a purchase. Everything else either supports or erodes this fact.

The relationship between brand and consumer was pretty much a fair relationship until the Mad Men, mass communication era. That marked a point when brands took the appearance of control through the ubiquity of advertising. This went on for a few decades then the balance of power shifted back towards consumers…but was then interrupted by the advent of social media.

Read more

The Branding of Places

Place branding counts among the most difficult of all types of branding. Shoestring budgets and critics from all quarters put these under pressure and under scrutiny. Having worked on a handful of such engagements, I have felt both firsthand. One place brand continues to be used after more than twelve years. Chile’s “Always Surprising” was originally intended for their exports but grew into the country brand. It even ended up as stamp.

CL007-07

One for my home province of Manitoba did not have the same longevity. The brand committee selected a header we named for a category of creative work rather than one of the real taglines we authored. The strategic work was fantastic, the creative incredibly sophisticated and layered around the four seasons but the public and media could not abide the tag, “Spirited Energy”. It limped along for years but never caught on. We also rebranded the government’s image and that has been in use for close to ten years. I would have bet on Manitoba doing better than Chile but it was the exact opposite.

Read more

Why Agency CEOs Are Chief People Officers

I recently had lunch with an agency CEO. It was revealing because the content was raw and real. In short, he lamented the lack of hours in the day to deal with everything on his plate. There was little I could recommend short of cloning and ruthless prioritization.

If you are an agency CEO or if you marvel at the responsibility they take on, then you know that it is overwhelming. CEOs have to be a master of the balance sheet, superior in business development, aware of technological developments, substantive in interaction with clients, Biz Mensavvy in the press, excellent public speakers, tireless in the pursuit of growth and profit, and role models for the agency’s brand.
And all of this depends on people. Any variable in performance is due to the collective talent of the agency. What this proves is that the CEO is as much the Chief People Officer as anything. Every industry and business can claim, “Ours is a people business” or “Talent is our greatest asset” and that would be fair, but it is especially accurate and evidenced in the agency world. The loss of a key person can sink an entire office. The right person leading the right team can propel an entire agency to dazzling new heights.

Read more

Where Brands Compete: Small Gestures, Meaningful Flourishes and Intriguing Detail

If you are a professional marketer or a savvy consumer, you will recognize these maxims:

  • A brand is the sum of your experiences
  • Everything you do defines your brand
  • A brand is a set of differentiating promises
  • A brand signals a set of expectations
  • What you promise must be delivered

So you get it. A brand is a system. The parts must work together consistently. This theory is based on human behavior. Brand theory is specifically built upon two things. You have a longstanding and fulfilling relationship with a brand because it represents who you are and there is trust.

Think of this in terms of a close human relationship. Our dearest friends have Brands-are-People-Featurebeen there when we needed them, offered sound advice, and supported and subtly steered our choices. They have done this over time and we have done the same for them. It is healthy, reciprocal and emotional.

Once again, none of this is too shocking. We know this intuitively and in theory but there is one thing we may not always recognize when it comes to relationships and to branding. We tend to remember the big events and experiences. That can be a friend who saw us through a breakup or a brand that outperformed our expectations. The big stuff always stands out.

Read more

Stop Writing to Write Better

There are two terms writers detest. The first is, “writer’s block”. The second is. “The bar is closing.” In all seriousness, getting stuck is frustrating. Writing is a complex act. It is self-expression. Writing shares ideas and stories. Everyone has those in the head and heart. We may understand them but putting them down on paper so others do is an awesome challenge.

I believe in the power of persistence but when you get stuck, forcing writing does not always work. Determination is admirable but it often produces an inferior result. When this happens and it can imagehappen with alarming frequency, you have to step away.

Go for a hike, pick up an adult coloring book, wear out a treadmill – anything that will quiet your mind. If you stop focusing on the block often the solution will present itself. One perceived step backwards can take you two real steps forward.

Even if this does not produce an amazing epiphany that miraculously breaks the mental logjam, you will find a few threads that can be pulled. Those will invariably lead you in the right direction. The point is to walk away. You have to stop writing to write better. There are a few reasons why.

Breathe

It can be a blog, novel, annual report or poem. We pour ourselves into the words and ideas. The sentiment and emotion is draining. Just a few sentences in we have lost all objectivity. It is analogous to having a heated argument with a loved one. They have their point-of-view and we have ours. There is a natural give and take but we are not going to budge on the core bits. You have to take some time, breathe, and see it from the other side.

Read more

The Best in Cause Marketing

Swystun Communications contributed to PRNews’ 7th edition of the CSR and Green Guidebook. Our paper, Changing People’s Behavior: 8 Best Practices in Cause Marketing, is included along with submissions from JetBlue and Time Warner Cable. We cover the efforts of Uber, LUSH, H&M and Gucci. You can purchase it here and here is an excerpt on Gucci’s “Chime for Change”…

Building on the survey results and interviews, we looked at a select number of campaigns cited as best practice examples. One we heard repeatedly was Gucci’s “Chime for Change”. Robert Triefus, Gucci’s Chief Marketing Officer describes the investment, ”Chime for Change aims to realize a world where girls and women have the safety and protection they need to 1. Gucci Chime Adthrive.”

It was launched at TED and backed by celebrity endorsements from Salma Hayek and Frida Giannini. It has since thrown a mega-concert headlined by Beyonce, Madonna and Jennifer Lopez. Recently it hosted Chimehack 2, “a female hackathon to develop solutions for relevant challenges in today’s world.” Chime for Change has been lauded for directly engaging consumers using a crowd-funding platform called Catapult.

For all of this they get admirable press. Yet, outside of the fashion industry, precious few people have actually heard of it. Respondents noted that Chime for Change has fallen for two common traps in cause marketing. The first involves celebrity. Celebrities are often used as avatars for the cause and a quick way to raise awareness.

This presents a long-term disconnect as consumers may desire to be a celebrity but they cannot easily relate to them. It produces an artificial association with the cause. Second, the cause leverages big events that generate press releases but questionable results. Chime for Change is an amazing premise executed in a traditional way. One respondent said she would be surprised if 1 in 100 of Gucci’s own customers have heard of the program.

8. LUSH a little does a lot