The most fundamental shift that happened in communication over the last decades in the rise of social media.
This shift goes far beyond communication and influences the way people do business, collaborate, vote, buy and use products or services. It’s a fundamental shift in the direction of n:m relationships, collaboration and openness.
“ The conversation is going on whether you care to be involved or not. If you choose not to be involved, you lose control of the conversation about your product, your service, your brand, your organisation – you become irrelevant.”
In the past – We were not building sustainable relationships
Traditional Campaigns start from almost zero and abandon the audience they’ve amassed upon completion. Campaigns based on earning Sustainable Relationships leverage the existing audience and grow it for future use.
Marketing has gone away from away from cyclic campaign boost in favour of active and suistanable relationships. Marketing cannot interrupt a dialog with consumers along time. Today, communication is fragmented, surgical and constant.
“ We are not in the business of supporting media companies. We are in the business of connecting consumers.”
Trevor Edwards, VP Global Brand, Nike
Companies spend most of their marketing budget on media instead of content. In times of digital extensions and social networks – everybody becomes a media owner and is able to reach masses. This means for brands that everything between the brand and the consumer will get stream lined. If content can flow freely and is pushed by brand communities there is a smaller need for paid media.
Marketeers look at media as something passive, something you viewed, something that you consume in a lean back mode.
Passive consumption leads to thinking of creativity as a product - something sealed, perfect final, sent into the world
Digital works different than all other forms of media. Digital allows a real time dialog commmunication.
Digital can serve as a medium that you consume in a lean back mode like TV and in the same it allow active participation, conversation and exchange.
A new generation of consumers as entered the market
Digital natives (people born after 1980) have grown up consuming media actively. Itʼs a different mode of consumption.
People are used to look for all kind of information online, raise questions and look for recommendation. They like to consume content when they want (YouTube) and share what they find useful.
Active idea consumption requires a corresponding shift in how brands think about creativity
From product to process (with gaps in it, that people can fit into)
The focus shifts from what brands say to what brands do
Pull people together and give them something to do
„ The key is to produce something that both pulls people together and gives them something to do... I don‘t have to control the conversation to benefit from their interest"
Henry Jenkins, Convergence Culture
2009 Razorfish FEED
Conversation & interaction pays back on many levels
Best in class organisations are 2.6 times more likely than industry average companies, and 93 times more likely than laggards, to improve their ability to generate consumer insights that drive new product / service development.
Best in class organisations are 3.3 times more likely than industry average companies, and 82 times more likely than laggards, to improve their ability to identify and reduce risk to the brand.
Best in class organisations are 2.3 times more likely than industry average companies, and 19 times more likely than laggards, to improve customer advocacy.
Best in class organisations are 2.8 times more likely than industry average companies, and 15 times more likely than laggards, to decrease customer service costs.
Source: Aberdeen Group – The ROI on Social Media Monitoring (October 2009)
Make it possible for users to interact with your brand via their preferred channel.
Use Twitter for breaking news and instant help, create communities of social sites like Facebook, inform the audience more detailed via a blog, host videos and ads on YouTube, share your picture bank via Flickr or let users ask questions via formspring.
Use brand communities as a hugh trial, research & development area. Consumer co-creation. Involve brand lovers in marketing and product development. Allow users to interacte and engage with the brand.
Constantly feed in exclusive information and discount offers into your community of brand lovers. So that they can share brand news and evangelize new user.
There is no future for digital strategy, but there will always be future for strategy in a world going digital.
Digital is not something seperate anymore. Digital is part of everyday. As a marketeer you need to look at the world holisticly and not as seperate silos.
Digital needs to be become in the short term an integrated part of everything the brand does, this means beyond communication.
In the long term digital needs to become the central stream of how the whole organization works.
2009 Razorfish FEED http://feed.razorfish.com/
Strategy today transfer best performing content into other kinds of offline media like TV & print
From big ideas to micro strategies transfer best performing content into other kinds of offline media like TV & print http://www.slideshare.net/Klawiklawaklawong/digital-strategy-a-deck-for-the-university-of-applied-sciences-siegen-3216472
Consumers won’t look for products & services anymore, they will find consumers via social networks
Influence of word-of-mouth is growing (An average Facebook user has 130 friends), while trust in advertising is on an all time low.
Brands need to develop more consumer relevant content to keep relationships and stay top of mind
Brands need to open up, share content and join conversations to use social network effects and optimize owned and earned media
Digital will be the main content platform where all brand related content is available, all other forms of media will carry “teasers”
Digital is the only media where brands can share their full content. In the future this content needs to adapt to different channel to create convenience for consumers and utilize the benefits of each medium