What can the father of Mad Men advertising teach us about Social Media success?

I came across a blog on the Masterful Marketing success of David Ogilvy this morning and while reading began to ponder on how much of his “great marketing” lessons are still relevant to social media marketing today…

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Here are the 5 big take away lessons from David Ogilvy as listed in the blog.  Below I attempt to put them within the framework of Social Media Marketing and to update them accordingly…

1. “Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.”

Social media is not a campaign — although you can create a campaign when executing your social media and while good ideas about content and the “market conversation” are still vital — more important is the conversation that allows for the “audience” to participate and the opportunity to promote them.  No longer is it just about your “big idea”, smart marketers today focus on building relationships first.

2. “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” 

Business in 2013 is the “end of  business as usual” — Brian Solis has shown us that. Businesses in Canada are in the bubble of a very old mindset, one that is risk adverse and complacent after having 100 years of resource based commodities fueling it. The only ones that are selling anything new are those consultants and marketers who have embraced social media and see a future where unless Canadian businesses become more human they are destined to become obsolete in the next decade. Canadian businesses are going to miss the opportunity to connect with their audience who being online have options to connect with global competitors, like our American cousins, who are focused on building social media relationships at all costs.

3. “I abhor advertising that is blatant, dull, or dishonest. Agencies which transgress this principle are not widely respected.”

In today’s market place the agencies still have control over much of the advertising space as together they and the larger businesses continue to support old school marketing and advertising campaigns. Small and medium enterprises, for the most part, have their heads in the sands and are trying to ignore social media in hopes that it will to away…

4. “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

I wish all the advertising agencies in Canada would print this out and pin it on their walls. Most are still painfully ignorant about social media preferring to service the status quo with the tried and true ways of doing marketing — totally missing the reality that the “progressive” consumer has moved on and they are now just shouting at Dumb and Dumber with their one way mass media tactics.

5. “If we hire people who are smaller than we are, we will become a company of dwarfs. If we hire people who are larger than we are, we’ll become a company of giants.”
Amen. Don’t even get me started on the companies of dwarfs that populate the Canadian business landscape. Oh for the days of Giants. Even finding a business leader who has vision is rare. I am so grateful to my clients who have dared to have me activate their  social media and enrich their business!

Yes, the world has changed thanks to Web 2.0 and Social Media. Thank God, for Facebook and Twitter, as the world of business will never be the same.

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