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…

madmen_twitter

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.

Advertisements

Why Search is a Waste of Time and Social Media allows us to Gain Time

“No matter how fast it seems, most search is a waste of time. In a way, we are using time (i.e., the time-based structure) to gain time.”

This quote is from a recent opinion blog in Wired Magazine online and it hits the target in clarifying what I have been trying to say to my clients for years now about the difference between Search and Social Media.

Yes they are two different animals. Why? because Social Media is Time Based and Search is not. The issue of time based vs non time based media is one dear to my heart as I studied Classical Animation. Animation is a time based media as is performance art, dance, music, new media, and some visual arts. “Usually time-based media are video, slide, film, audio or computer based and part of what it means to experience the art is to watch it unfold over time according to the temporal logic of the medium as it is played back.”

I know this to be true because of all the social media platforms, I have always loved Twitter the most. I knew that it’s “real time” communications and it’s dynamic quality were key factors in my love affair. David Gelernter goes on to state that this time based quality — which is inherent in New Media— creates new way of structuring time on the internet. This new structure re defines time on the internet, taking it from static websites and search results to the “streams” of data arising from your curated interests that constantly add into your feeds. As seen from the author’s sketch below we are at the intersection of the “now” and the “new”. We are now fully engaged and informed by Social Media.

“Instead of doing an endless series of separate searches, we tune the knobs on our stream-browser to continuously feed us just the information we need.”

Image

Unlike Search which brings up pages for you to review, having your social network set up to monitor people, topics and issues that are of interest, allows you or your business to always be in the moment and in the now of the conversation. This is the Zen state of being.

“But it’s about time: “Bring me what I want” is almost always more useful than “Let me rummage around and see what I can find.”

The other awesome point that he makes on this paradigm shift in communications is that this state allows for an abundance of creativity. Again for those of us who love to create content on the fly this is the best place to be as it allows for constant inspiration, insight and interpretation.  This is the state of artistic perception that McLuahn referred to in his definition of an artist as being one who “updates consciousness “. The Artist is one who lives in the moment and not in the past or the future.

“Yet it took us more than 20 years in computing to get here. The field has finally moved from conserving resources ingeniously to squandering them creatively.”

How true. I have been engage with new media studies for 20 years now and remember the MIT article that I zeroed and keep in my files up until today that speaks of the coming convergence of computers, video and telecommunications. Today we have the net, you Tube and smart phones. What matters most are not the devices themselves but the new real time communication channels of Social media that run across our devices via the internet and deliver great content to us. This in turn allow you to place that information, be it text, image or video, in a context that is relevant to your business – thereby adding value each and every day to your personal life or your business. Over time that value becomes enormous as your networks grow in influence and reach.

Old Media Fights back in grand old euro-centric style against new Social Media

Considering that the French were early adoptors of the RAPIER sword and that one of their great novels was Les Miserables which was about life liberty and the pursuit of happiness – i.e. the French peasant revolution —the old media guard does not seem to have learnt much from this colorful past when it comes to the new media of today! It could be a European mindset or maybe it is really just the old boys of french media who think that this is a good idea — but when I heard the news flash that the use of the WORDS Facebook and Twitter had been banned from French media while driving in my fossil fool car I hit the gas in fear of a slow down of human consciousness.

Advertising 101 states that if you can grab mindshare first on any new product or service you have positioned yourself above the clouds. Take the example of Kleenex. An established brand name that we go looking for to this day! And if you can’t find it—well you might just be inclined to GOOGLE for it! Oh…there I go again…my bad —–using a brand name to describe a thing we do or possess. Of course we all know that Media controls the world and colors our perception of it. Mass media like Radio and TV – from which Twitter and Facebook are now banned in France has to realize that regardless of what they do the user is now in full control — NOT the companies that create these applications.

What they are fighting against here is indeed, bigger than the French Revolution. It is a quantum shift in the way we communicate that puts the user right in the center and ultimately obsolesces corporations. Embrace the change guys cause your ship is sinking fast and there ain’t no one coming the the rescue..for you see, the rats, the masses, the unwashed, the unwanted have abandoned it long ago! En Guarde! Alle!

In which a loaf of bread STARS as a form of MEDIA