According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including
Super Bowl advertising
Spanx
Content marketing
Fake product reviews on Amazon
Fear of finding out
Genesis the Korean luxury car brand
Guo chao – Chinese national pride
Harmony Korine’s creative work for 7-Eleven
Advertising legend Bill Bernbach
Japanese consumer insights
Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
Doughnutism
Consumer Electronics Show (CES)
Influencer promotions
A media diary
Luxe streetwear
Consumerology by marketing behaviour expert Phil Graves
Payola
Dettol’s back to work advertising campaign
Eat Your Greens edited by Wiemer Snijders
Dove #washtocare advertising campaign
The fallacy of generations such as gen-z
Cultural marketing with Stüssy
How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
Facebook’s misleading ad metrics
The role of salience in advertising
SAS – What is truly Scandinavian? advertising campaign
Brand winter
Treasure hunt as defined by NPD is the process of consumers bargain hunting
Lovemarks
How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
In order to get a brand on social media it isn’t about dropping brand assets on social channels but thinking about what it actually means.
Distillation of this process is likely to appear on a social media document:
It contextualises why social, there must be a business and brand reason to be there beyond ‘well everyone is on Facebook’ in order to get a brand on social media
An explanation of how to use the document. Those involved need to view the document as a ‘north star’ for social. It needs to be clear that the document is a set of guidelines, but not immutable
In order to get a brand on social media, you need to understand what what will look and sound like
How the brand manifests itself on social:
What’s the brand’s tone of voice on social media channels. Does it want to want to sound like an everyman, does it want a bit of distance and gravitas, does it want to be an authority on a given area?
What’s the personality? If it was a person, what kind of person would it be. This frames the content, what questions it will answer and the view point that it will take. It’s adding extra dimensions that won’t necessarily be applied in public relations, print or even TV advertising due to the nature of social channels
What are the content pillars? Think of this as the core messages. Every piece of content created and shared will demonstrate at least one pillar. These are typically things like organisation innovation, heritage, values, point of leadership (thought leadership, authority / expertise, style leadership etc)
Cross channel rules:
How will you handle hashtags
How ill you handle localised domain names? (Will their be local domains?)
Who has the right to publish what first? For instance if you look at sports brands like Nike or New Balance; you’ll see that soccer related content first appears on their specialist football channels
Should local channels link back to ‘global accounts’?
Are there any sponsorship or IP-related watch outs? When I worked on New Balance; any club kit related content had to feature a minimum of three players. Otherwise there would be problems with the players other sponsors (notably their boot sponsors and their agents who would be looking for another pay day). Who needs to approve use of sponsorships and how long will approvals take? Can you do a flow diagram to provide insight into the process? How do you handle successes or set backs of partners?
How do you handle rumours and speculation? (New iPhone launch or renewal of sponsorship deal with Tiger Woods)
How do you handle images that might have a competitor brand in shot?
Do you ignore controversial news?
Will you share partner content? What channels and handles are legitimate partner content to share?
What kind of tools will you put in place? Large brands often use an intermediary platform like Percolate that provides measurement, asset management and an approvals workflow as needed. It even allows the localisation of content by the local brand team
Social channel-specific rules
How often will you post on a given channel? This might be dictated to you by the kind of account you have on some channels like WeChat. With most others it will be driven by audience content consumption. Twitter generally lends itself to more frequent posts than Instagram or Facebook
Specific channel aims over the coming year
How will the channel be used? Are there particular segments that it is good at reaching?
What kind of content can be published? Example content categories. Best practice executions from other (non-competing) brands to get best practice ideas
Social crisis response
Crisis like accidents have an incident funnel marked by small events, the more of these that happen, the harder it is to climb out of the funnel. The trick is to limit these before they take you down the funnel.
Have a clear workflow in place to handle negative criticism. The US Air Force had a really good workflow to borrow from.
Real-time monitoring should highlight things before they escalate. How is this intelligence distributed and to whom?
Who is going to be part of the decision group, you’ll likely need people from: customer services, product expert, public relations, management. How will you ensure that employees and the supply chain speak with one voice?
Mark Ritson wrote an op-ed over at Marketing Week on influence and influencers. Whilst it lacked nuance on the subject area, a lot of what it said is true. Go over and have a read; I’ll be waiting for when you come back.
Whilst I disagree on the finer points, what Ritson wrote needed to be said. There needed to be a turning of the tide on influencers from boundless optimism to a greater degree of sobriety and critical analysis of the influencer opportunity.
I first noticed this boundless optimism when I attended the In2 Innovation Summit in May last year. Heather Mitchell on a panel. Mitchell worked at the time in Unilever’s haircare division where she is director, head of global PR, digital engagement and entertainment marketing. I asked the panel discussing influencer marketing about the impact of zero-based budgeting (ZBB) and the answer was ducked. ZBB requires a particular ROI on activity, something that (even paid for) influence marketing still struggles to do well.
This was surprising given the scrutiny that other marketing channels were coming under, I couldn’t understand how influencer marketing merited that leap of faith.
Substitute ‘buzz marketing’ for ‘influencer marketing’ and this could be 15 years ago. Don’t get me wrong I had great fun doing things like hijacking Harry Potter book launches when I worked at Yahoo!, but no idea how it really impacted brand or delivered in terms of RoI. Influencer marketing seems to be in a similar place.
Just five years ago we had managed to get past the hype bubble of social and senior executives were prepared to critically examine social’s worth. In the meantime we have had a decline in organic reach and massive inflation in both ad inventory and influencer costs. What had changed in the marketers mentality?
Onward with Mark Ritson’s main points.
Ritson’s Three Circles of Bullshit
A very loose reference to Dante Alighieri’s Divine Comedy trilogy; but for modern marketers
The First Circle of Bullshit: Are the followers real?
Are they bots?
Are they stolen accounts?
Are the user accounts active any more?
Has the account holder padded their account with bought followers and engagement. Disclosure – I ran an experiment on my Twitter account and still have a substantial amount of fake followers. More on this experiment here.
The Second Circle of Bullshit: Are influencers trusted?
Ritson did an unscientific test that showed (some) influencers would post anything for a bit of money
The Final Circle of Bullshit: Do they have influence?
Some influencers are genuinely authoritative; but this is a minority of influencers out there
Ritson alludes to the lack of organic reach amongst an ‘influencers’ followers which is likely to be 2% reach or less
Trends in influence
I looked at Google Trends to see what could be learned in the rate of change in searches over time. Consider Google Trends to be an inexact but accessible measure of changes in interest over time.
Global interest in influencers have been accelerating
There has been a corresponding rises in interest around paid influencer marketing
There hasn’t been the same interest peak in organic (PR-driven) influencer work
All of which supports the following hypotheses:
it’s become on-trend from the perspective of marketers, agencies and ‘influencers’
A significant amount of influencers are in it for the money – which brings into question their (long term authority and consumer trust)
A significant amount of influencers have an exceedingly good idea of their value (more likely overly-inflated)
Ego is less of a motivator for becoming an influencer than material gains
What would influence look like?
Propagation of the content by real people. Instagram, a particularly popular influencer channel, has made sharing posts difficult for followers historically. Re-gramming was a pain in the arse for the average Instagram user.
If we look at the mainstream media and how it is shared on Facebook we see that only five media brands are consistently in the top ten most shared media properties. ‘Traditional’ influencer status isn’t necessarily a garrantor of consistent successful propagation either, if Newship’s data is to be believed.
Attributed sales. Some luxury brands in China have had success collaborating with influencers and selling through their channels; the post child being Mr Bags collaboration with Longchamps.
How is the best way to use influencers in marketing?
Assuming that you are using influencers in the widest possible sense at the moment.
Treat the majority of influencers as yet another advertising format
That means that reach, the way the brand is presented, and repetition are all important – smart mass marketing following the playbook of Byron Sharp.
Viewing your influencer mention in that prism, it means estimating what the real reach would be (lets say 2% of the follower number as an estimate) and paying no more on a CPM rate than you would pay for a display advertising advert
Ensure that the brand is covered in the way that you want. Some luxury brands have managed to get around this by keeping control of the content; a good example of this is De Grisogono – a family-run high jewellery and luxury watch brand. They work with fashion bloggers that meet their high standards and invite them to events. De Grisogono provides them with high-quality photography of its pieces and the event. They get the high standard of brand presentation which raises the quality of the placement
Get repetition with the audience by repeating the placement with other content that delivers the same message with the same high standard of production
All of this might work for a luxury brand, IF you found that the amount of agency time and creative work made commercial sense. It is less likely to work for normal FMCG brands. What self-respecting influencer is going to be bossed around by a breakfast cereal?
Thinking about micro influencers, probably the area that has had the most interest from marketers recently due to them appearing to be better value than macro influencers.
Brown & Fiorella (2013) explanation of micro-influencers:
Adequately identifying prospective customers, and further segmenting them based on situations and situational factors enables us to identify the people and businesses – or technologies an channels that are closest to them in each scenario. We call these micro-influencers and see them as the business’s opportunity to exert true influence over the customer’s decision-making process as opposed to macro-influencers who simply broadcast to a wider, more general audience.
Brown & Fiorella focus on formal prospect detail capture and conversion.
This approach is more likely to work in certain circumstances; where there is low friction to conversion (e-tailing for discretionary value items).
It starts to fall apart when you deploy their approach to:
Consumer marketing
Mature product sectors
Mature brands
You would also struggle with many B2B segments where social provides a small reach and little social interaction.
Work with real influencers on long term collaborations
There is more likelihood of having audience trust if they can see and understand the long term relationship between a brand and its influencers
Better brand placement easier, with an influencer that ‘gets’ the brand
You’ve got a better chance of being able to get access and fully understand the underlying analytics of their accounts (which should be a prerequisite for long term relationship)
You can look at collaborations and attribution payment models that raise all boats
E3 largely past me by, except for this trailer for forthcoming game Cyberpunk 2077. Loving the William Gibson’s sprawl trilogy era meets synth-wave vibe to Cyberpunk 2077. Cyberpunk 2077 is being developed by the same studio that adapted The Witcher books to computer games.
This is a few years old, but Blu e-cigarettes put together a good documentary seven-episode series on dance music and DJ culture that is well worth watching
Think influencers can be filled with entitlement, who inflate their follower numbers and leech off marketing budgets and want an alternative? You wouldn’t be alone. Virtual personalities have been a thing for a few years in Japan thanks to Yamaha’s Vocaloid software; you have a purely artificial ‘idol’ (popstar) who appears as a hologram. Virtual YouTube personalities have followed and it was only a matter of time for one of them to start speaking in English to increase their reach.
I’ll let Sakura Fujima introduce herself. And here’s the kind of content we can look forward to expecting from her
I’m a big fan of Carhartt and love this advert
MTV are looking to get hold of some sweet streaming production money by bring back golden oldies including Daria. Expect more dry witticisms and the same monotone delivery that was very gen-X zeitgeist. This time Daria is becoming more woke, by blowing off her bestie Jane and focusing on her black friend Jodie instead.
While its not likely to affect your post club kebab shop any time soon big food has been showing some interest in automation (like McDonald’s self-service ordering and apps). There will obviously be a trade-off between the likely returns on capital expenditure versus the ready availablility of cheap flexible labour. The number of available products for sale and their relative complexity is another consideration. This Bay Area installation is taking things to their logical conclusion.
I took a little bit of time to reflect on the content that I have been writing, what can I learn from it and how I can reuse these learnings? Specifically what are people finding of interest? This couldn’t happen without people actually reading the content, so thank you for reading; feel free to come back on a regular basis. Over the past six months readers like you have found the following articles of most interest. In reverse order
Reuse, Re-edit, Remix and Recycle – if you read the industry publications we here about personalised ad creative driven by ad targeting. But often the core creative and is created unnecessarily. Instead, what’s the minimum viable creative tweak that can be used? How do we extend the smart processes of reuse, re-edit, remix and recycling into this world?
“If you do not know where you come from, then you don’t know where you are, and if you don’t know where you are, then you don’t know where you’re going. And if you don’t know where you’re going, you’re probably going wrong.”
So it was time for reflection in order to get a perspective as the regulators and media discovered Facebook, Google and Amazon where not models of virtuous conduct.
This supports a hypothesis of slowing market growth and solidifying market dynamics at a macro level. Strategic acquisitions start to make less sense compared to improving efficiences and effectiveness.
Throwback Gadget: Bose Wave System – usually my gadget reviews tend to be some of the better performing content. The Bose Wave review was the only one that appears this time around.
Mercedes China Syndrome – Chinese netizens are jumping the Great Firewall to vilify western brands who reflect views that ‘offend the Chinese people’ – even when this content is aimed at non-Chinese audiences. Mercedes’ offence was an Instagram image with one of their cars and a quote from the exiled Dalai Lama
Personal online brand – at a time when we’re seeing social media turning into walled gardens. David Gallagher asked the Twitterverse if he should have his own site?
Twitterverse: @wadds says I need a proper blog. I say I can do it on LinkedIn or Facebook. What say you? Build my own?
I weighed in on why he should and how I manage the process.
Chinese smartphone eco-system for beginners – Winston Sterzel did a good video for the average bystander on the Chinese smartphone eco-system. I thought it was a good film to share with marketers – with a bit more background information answering some of the ‘why’ in terms of market dynamics.
App constellations 2018 research – I built on work that I had done in 2014 and 2016, comparing the rate of growth across different companies apps based on Fred Wilson’s definition of app constellations. This was also the post that took me the longest to research!
Troublesome advanced engines for Boeing, Airbus jets have disrupted airlines and shaken travelers | The Seattle Times – this isn’t like the new engine in your car. The advanced engines in a jet engine are exposed to more heat and pressure than you can imagine. When you’re working on advanced engines for aircraft; you’re operating at the bleeding edge of materials and engineering. New metal alloys, titanium, engineering ceramics and carbon fibre all started in advanced engines for aircraft. What’s interesting is the way the problems have assailed multiple engine builders at the the same time. Almost as if there is a roadblock in the technium for advanced engines
Lost Liverpool #13: The Beat of Bold Street Part 2, the Mardi Gras and G-Love – Getintothis – wow I read this and it brought back a lot of memories. G-Love was the closest thing to the legendary Shoom vibe in Liverpool. It was a different kind of crowd to what you saw at the Quadrant Park or even Garlands. G-Love at the Mardi Gras is what I’ve measured every club experience against since and most of them have been miserable failures by comparison. Early Cream felt austere and corporate with its ‘no jeans’ dress code. G-Love was part 1960s love-in and part rave. It was Ibiza without even knowing where the Balearic islands were.
