Years ago one of my friends who had an entrepreneurial career that had spanned both sides of the legal divide shared his wisdom on business negotiation with me:
If you walk into a meeting and you can’t work out who the chump is, the chump is you
I was reminded of that this morning when I read some of the feedback around Facebook’s UK advisory board: that the board lacked inclusiveness.
The reason for this is quite simple; outside the major advertisers on Facebook, everyone else is product. Content that advertising inventory that can be displayed against, insights that can be mined to further improve targeting.
Many of the smaller advertising clients only started using ads on Facebook because they didn’t have a choice as the platform scaled up and news feed algorithms kicked in. They are to a certain extent unwilling customers and who really wants to hear from an unwilling customer? This revenue is incremental because of the relatively high transaction costs for Facebook vis-à-vis larger ad purchases. Giving them a voice would likely increase account servicing costs even further.
Traditional marketing disciplines are co-opetition for Facebook media spend. Whilst PRs may set up, manage Facebook pages and do advertising; they also do activities on other platforms and offline that could be ploughed into Facebook advertising instead. Why give them representation?
Social platform users tend to develop a sense of entitlement which doesn’t match their place in the food chain.
Giving a wider representation on the board would be like Bernard Matthews giving turkeys a say on the running of his business.
Facebook has managed to create a council that shows consultative behaviour, probably with an eye to future regulatory interest; whilst remaining largely unfettered to profit handsomely off data willingly provided by brands and consumers.
Only by depriving Facebook of the oxygen of data and eyeballs are 99 per cent likely to be listened to.
Facebook names UK advisory board and forgets the 99%
Earlier thoughts on Facebook:
Why Facebook is a dead man walking
Why Facebook is a dead man walking part II?
Why Facebook is a dead man walking part 2.5?
Facebook and advertising or why Facebook is a dead man walking part III?
Having worked with clients in the pharmaceutical sector, it was obvious that marketers were aware of the benefits that social media could bring for a good while.
However there were a number of barriers to get over:
- Pharmaceutical companies didn’t know how much was being said online. A number of the clients that I worked with had attempted to do discussions sizing projects using the likes of Nielsen to undertake the work
- Regulations around the area left a void, it has taken a few years for the ABPI to try and bring itself into the social web
- Pharmaceutical companies needed to understand the implications and resources required for adverse reporting events. Research released by both Nielsen and Visible Technologies indicated that adverse reporting events were not going to overwhelm existing reporting processes
There are pressures for pharmaceuticals companies to use social marketing:
- Social platforms are becoming part of everyday life
- Physician-only communities have ridiculously high CPM numbers; it would be hard to justify these prices
- Marketers increasingly have to get creative with their spend; pharmaceutical companies are now restricted in what they can spend on events and tchotchkes such as branded pens, mugs or post-it pads
- Pharmaceutical marketing spends are under pressure in companies that have previously enjoyed a blockbuster portfolio that insulated marketers from to a certain extent from economic considerations. These companies now face a ‘patent cliff’ where products lose their protection from cheaper competition and yet have nothing to replace it
For agencies all of this offers a number of challenges and opportunities. The old ways of working with process-field PR campaigns that weren’t outcome-driven or lazy media buying will no longer do.
Instead there are a number of opportunities:
- Field sales force teams with greater actionable intelligence based on healthcare professional (HCP) social media profiles
- The ability of pharmaceutical companies to move beyond drugs to a solution sell for medicines to manage chronic conditions. Patients can be encouraged and treatment reinforced through specialised communities
- Programmes in partnership with patient groups can be more more outcome-driven with near real-time measurement and optimisation
- Issues programmes can co-opt unengaged groups utilising network analysis to find the best targets
Pharma Challenges: Adverse Event Reporting and Social Media – Bloomberg Law
Adverse Event Reporting – Visible
the realities of adverse event reporting in social media
Patients, social media, and adverse event reporting | eyeforpharma
Pharma’s Social Media Trials and Tribulations
White Paper: Social Media in the Pharmaceutical Industry – Astra-Zeneca – (PDF)
Social Media and the Future of Adverse Event Reporting
How Pharmaceuticals Can Avoid the Side Effects of Social Media | MIT Sloan Management Review
Listening to consumers in a highly regulated environment – Nielsen – PDF
UK pharma won’t have to ‘trawl internet’ for adverse event reports – PMLiVE
Hesitant Pharma Marketers Risk Losing the Social Audience – eMarketer
Things that have made my day this week:
The soundtrack of the week was Reinforced Records Callin For Reinforcements; a compilation of the drum and bass labels earlier works when the beats whilst rough and rugged were in a 4/4 time. These also reflected more of the eurphoric nature of rave prior to the fragmentation of dance music into a myriad of styles so pianos sit next to dub reggae baselines and samples blow up all over the place.
The end of the week saw Baselworld kick off which is for watches what CES is for cars. Like CES the show is showing a bit of bloat as exhibitors have moved beyond horology to include blinged-up iPhones, precious stones and ring designs. Highlights of the show so far for me was Girard-Perregaux’s Sea Hawk in a ceramic case and Sinn’s new EZM 14 in titanium. Rolex worked technical wonders to create a version of the ‘pepsi’ dial GMT Master with a blue and black ceramic bezel on the new GMT Master II – not my cup of tea, but I respect the game. The biggest disappointment was Burberry’s Britain limited edition in titanium which looks suspiciously similar in case design to a Patek Philippe Nautilus. The UK edition of GQ magazine have been documenting their favourite watches at the show on an Instagram gallery, Chronomaster have had carefully selected highlights on their blog and and the show does a decent news site here.
I have been looking at a Swiss Army knife of e-book formats for the iPhone. eBookMobi is a cool application that allows me to read a number of different format books such as Cory Doctorow’s Homeland which you can download from the author’s site craphound.com.
Psy became a two-hit wonder with his new track Gentleman had well over 230 million views this week. The dance seems to have become less of a meme this time around so expect less from the Gangnam Style performer.
I finally got around to having a play with Twitonomy which provides a phenomenal amount of information for a free tool.
I revisited this webinar that Altimeter Group as it reminded me of how attitudes to utilising online channels to communicate with stakeholders has changed. It used to be all about risk, then the dialogue went to to how.
Different sectors resolved this bridge in different ways at different times. In the healthcare sector it was about narrowing down the opportunity for open-ended brand interaction.
JWT pulled together an interesting set of data points in this presentation about how they envision the future of mobile:
There was no real surprises in the data: m-payments, M2M, tapping consumers in the developing world (FMCG brands led the way, mobile to follow or recycling the gen-Y totally get social as gen-Z totally get mobile and data utopianism.
Mobilisation of the car – given that a car is typically engineered to last more than ten years and mobile technology engineered to last about two years; is the car as a mobile device storing up a world of trouble for future consumers?
Deconstructing download statistics of a Mobile App | SAP for Mobile – good guide to Google Play and Apple App store analytics
Niice. A search engine with taste. – nice complement to Flickr creative commons search as a source of visual inspiration
Taiwan Tries to Shore Up Its Defenses Against Samsung – NYTimes.com
Websites That Inspired a Generation – The Deepend work in particular is stunning
Euro states stick fingers in ears to Huawei, ZTE tech ‘dump’ claims • The Register – interesting dynamic, will European telecoms manufacturers really benefit from Chinese sales?
Report: Apple returned 8M shoddy iPhones to Foxconn • The Register – that is one hell of a quality FAIL. Interesting that it got through Apple’s own engineers scheduled on ‘Mordor duty’ in Shenzhen
Producer-engineer Young Guru on what good sound sounds like | The Audiophiliac – CNET News – interesting insights on generation, culture and sound appreciation
Microsoft Brings Out the Trolls to Fight Android Dominance
Six keys to tweeting and sharing during a crisis
News Fail – Tim Bray on why real-time news updates don’t work particularly well
A Hyped Startup Called Fab Is Pivoting To Become The ‘World’s Alternative To Amazon And Wal-Mart’ (Megan Rose Dickey/Business Insider) – retailer | designer collabs long a staple of apparel is now coming to furniture. Shifts the position of the Fab brand from being a curator of cool things to co-creating cool things
AFP Yahoo China to end email service: media – this makes a lot of sense when you look how Alibaba has been reinventing Yahoo! China as more of an entertainment portal, so email didn’t fit so well into the product mix
Apple’s Stock Not As Doomed As You Think (Jay Yarow/Business Insider) – it’s more about the irrationality of financial markets. Microsoft has been dinged like this for years and Apple Shares Are Dirt Cheap; So What? (Steven Russolillo/MoneyBeat) – interesting if not entirely cogent counterpoint to Jay Yarrow’s post on Apple
The $12 Gongkai Phone (Andrew Huang/bunnie’s blog) – I love this phone as a study in minimalist design. It would make a great ‘festival’ handset
Samsung Parries Apple’s 7th Amendment Arguments ~pj
Ron Conway, Tech Investor, Turns Focus to Hometown (Norimitsu Onishi/New York Times)
Fox Censors Cory Doctorow’s “Homeland” Novel From Google
The Bearer of BadNews (Marc Rogers/The Official Lookout Blog) – Android apps infected with malware via Google app store
IBM Takes a Beating (Spencer E. Ante/Wall Street Journal) – not as surprising as one thinks since following some of Bob Cringely’s articles on IBM Global Service business practices
Is this the end of men? – FT.com
I left my original iPad with my parents so we could have regular talks over Skype. I set up my new iPad (I have gone for a mini this time) and pulled up photos from my old iPad back-up. I used the screen capture function as a way of taking notes (usually infographics or adverts that caught my eye) to form a scrapbook on my iPad.
I was reviewing this images and came across a diagram from Max Whitby that looked media in terms of two sets of attributes: vividness and interactivity. I have redrawn the diagram here:
What becomes immediately apparent is that outside of literature, development of vivid experiences has been a bit of a wash-out. In fact, with many of the most vivid experiences that have been created were attempted in the movie industry or amusement parks 50+ years ago.
Secondly, there has been a decline in ambition amongst products that do get to market. During the first spurts of the commercial web ambitions of vividness and interactivity went hand-in-hand. Virtual reality headsets had moved out of the military and laboratory environment to some high-end arcades.
Zeiss made glasses that provided a virtual screen to provide the big-screen TV experience in a smaller space. Mark Pesce’s VRML portented a vivid 3-D web experience that didn’t come to pass. VRML eventually became X3D, but some two decades later, I still don’t have cyberspace as envisaged by William Gibson.
Haptics are moving along at a snails pace and augmented reality moving along a little faster.
Before RSS, there was push technology; the PointCast Network and client software provided a more vivid experience than any RSS reader, some eight years before Twitter. Developments of products like Facebook and twitter have iterated on prior social platforms from internet chat and forums to messaging platforms. But all of these ‘developments’ haven’t moved the needle in terms of providing vivid experiences.
From a marketing perspective both content and interactivity have become more important as brands become social and build ‘content factories’ yet there hasn’t been any efforts to provide vivid brand experiences that would be engaging to the consumer. Pop-up stores and experiential events are fleeting spurts of creating a vivid brand with varying degrees of success. There is a lot more mileage yet in the black spaces of the diagram above.
Ads on Google Glass Will Never Work | MIT Technology Review – but advertisers paying for super-relevant contextual information to be put in front of users likely will be
Mobile Monday London: What happened on 15th April, BYOD: A Faustian Pact? – inevitable
U.S. Flip-flopping Proves Us Right, Megaupload Tells Court
Penguin to terminate ebook deal with Apple in bid to end European antitrust investigation
Microsoft reports weak Windows 8 sales in Q1 2013, says it will “respond to customer feedback”
Are Teenagers Abandoning Facebook? [INFOGRAPHIC] | Social Media Today
Potential Suitors for GlaxoSmithKline’s Lucozade – Euromonitor International
Communities Dominate Brands: Nokia Q1 Results, very quick comments – interesting analysis in some of the comments
Britain is doing more of its shopping online and not just because it’s been freezing
android have lower CPMs on ads than iOS
Verizon iPhone sales tumble 33% – Apr. 18, 2013 – This is a false headline
New Study Finds China Manufacturing Costs Rising to US Level – By 2015, manufacturing in China will be just as costly as it is in the U.S. according to a new study? But there are whole clusters of industry in China – it isn’t only about cost but interdependence
New regulations in China ban journalists from quoting foreign media | South China Morning Post – without the news being verified by state sources first. Includes ‘informers, freelancers, NGOs, commercial organisations’
Nokia Sales Drop More Than Estimated on Slow Phone Demand – Bloomberg
Taiwan tech industry faces up to Samsung – Yahoo! Finance
Samsung strategy analysis: ambitious company, major threat to rivals | BGR
Apple’s amazing decline, in four fascinating charts – Quartz
Why China’s luxury shoppers are spurning Louis Vuitton for Burberry – Quartz
Don’t Multitask: Your Brain Will Thank You | TIME.com
Telegraph to launch dual static and dynamic iPad app – Media Week
Evernote CEO: We want to build hardware | PCWorld – this could be interesting
Twitter Adds Google-Like Keyword Targeting – Peter Kafka – Media – AllThingsD
Who’s Winning, iOS or Android? All the Numbers, All in One Place | TIME.com
Samsung Ends Anonymous Web Reviews Amid Taiwan Probe – Bloomberg – I suspect this happens a lot more often in the consumer electronics space than people let on
PR industry’s exploitation of interns probed by HMRC | PRWeek – but the point is that PR is elitist; just like the professions, the media, fashion and politics and yes life is unfair
Twitter / IanWhiteNews: Two people watching Lady … – Just two people watching Lady Thatcher’s funeral in Leeds city centre, Liverpool didn’t run the feed because of fears of rioting
Forget Gold, the Gourmet Cupcake Market Is Crashing – WSJ.com – will cupcakes be the symbol marking the end of web 2.0 as secondhand Aeron chairs were of the dot.com era?
L2: A Think Tank for Digital Innovation » Japan 2013 – luxury brands not doing a great job marketing to luxury consumers in Japan
Deloitte: Shoppers’ Belts Remain Tight Despite Economic Improvement – PR Newswire – consumers know this isn’t a recession but a global restructure – at least at an instinctual level if not be fully cognisant of the change, they will spend to reflect the new world order
Yahoo’s Marissa Mayer tries to trigger chain reaction | Internet & Media – CNET News
What Happened to Boston’s Mobile Phone Networks After the Marathon Bombing? | VICE United Kingdom – interesting article by Vice. When July 7 happened in London I have vivid memory of email and the web grinding to a halt along with the mobile networks. I remember only being able to contact Jonathan Hopkins – then my account manager at Bite via Yahoo! Messenger to check in and make sure the team was OK
My iPhone is the least valuable thing I carry. I like it that way | Econsultancy – because the data can be backed up
Things that have made my day this week:
Mostly I have been listening to Dr Rob’s selection of soul tracks that are Balearic in nature
Veteran rocker and showman Dave Lee Roth has been putting together an interesting eclectic mix of video podcasts which you can subscribe to on iTunes or YouTube
Brightmove Media extends the idea of location-based context in advertising into ambient media with real-time taxi signage. Pay-day loans in Elephant and Castle to Chinese language Burberry adverts on the west-end of Oxford Street?
Data sources like Experian’s footfall information could be used to set up geo-bounded media plans, location could also be linked to contextual information like weather or nearby sellers, say umbrellas when rain is due or gourmet ice cream as the sun comes out. I don’t know whether Brightmedia’s media exhange facilities is sufficient real-tme to achieve this, or whether the media planning agencies are sufficiently sophisticated and ready to take full advantage of the potential opportunities?
(Disclosure I know Brightmove Media director Piers Mummery, we used to share a client in the telecoms space some 13 years ago).
If the UK is looking into a summer of disco, then the equivalent of The Bee Gees Stayin’ Alive is likely to be the new Daft Punk album due out in May.
From the Hijame Sorayama-esque over-chromed look and feel to 1970s era producer collaborators Daft Punk are going back to the pinnacle of analogue production. I am just afraid I will be so over-exposed to it all by September that I will hate it.
Finally, the folks at Hope & Glory PR introduced me to Phoster via their Twitter shenanigans with posters like this to help bring out your inner Neville Brody
Edelman’s Michael Brito on content marketing. What is interesting about this is how modern SEO practices are being repackaged and refined.
Could This Be the Summer of Disco? | VICE United Kingdom – not terribly surprising disco edits, 80s electronica and Balearic have been moving the London DJ vinyl purchases for the past five years, its only a matter of time and the UK needs hedonism
UK’s top regulator Bailey asks why no bank bosses convicted? – were they a product of their regulatory environment?
AFP: Taiwan probes Samsung ‘dirty tricks’ vs HTC’ – astro-turfing and sock puppetry allegations
Xiaomi’s Bin Lin Says Company Is Betting on Services, Not Smartphones – John Paczkowski – Dive Into Mobile – AllThingsD – I wonder what would happen if Google did this?
88 Acres | Microsoft – the great satan of software eats its own dog food; does interesting things with data and the web-of-no-web for operational efficiency. Gives IBM indigestion…
Turn Report Shows A 15 Percent Increase In Display Ad Costs And A 45 Percent Drop In Mobile – TechCrunch