Tag Archives: culture

Social Media: A “Head in the Sand” Moment

Seeing Your Brand With Eyes Wide Shut

It could not have come at a better or worse time – depending on whether  you are Google or Facebook. Or it may not matter at all given the continued high levels of adoption of “freemium” social media networking platforms. 

The recent survey by ASCI (American Customer Satisfaction Index) conducted by ForeSee Results,  yielded numbers worth considering.

For Facebook, it is basically ranked at the bottom of the deck by users when it comes to delivering on customer satisfaction – ergo, the user/customer exprience. Facebook is rated so low that it stands slightly above airlines and cable companies in general. Not surprising given that Facebook is really an Internet utility. Perhaps the only saving grace it that you don’t get a monthly bill.However, as a brand manager, you might want to ask yourself: “Do I really want to partner with a medium that is seen to deliver, in a measureable way, low customer value?”.  Even worse, some social networks may even dimish the value you are trying to deliver via your brand.

Not to worry, it looks like Facebook will be around for a awhile. Consumers or should I say “users” are as addicted to some forms of social media in a classic love/hate relationship. Things might be different however, if they had to actually pay to use this utility.

Pause for a moment.

– Ted Morris, 4ScreensMedia

Commentary: Media Companies Need To Become Marketing Companies

The following is an excerpt from an online post authored by Andrew Heyward and Jeffrey F. Rayport in a recent edition of Harvard Business Review:     

                                                                                                                                                                         These consumers, people we like to call “Customers 3.0,” live in a blur of mash-ups, blogs, RSS feeds, links, text messages, tweets, and “life-casting” on social networks like Facebook and MySpace. For Customers 3.0, the very idea of content includes everything, embracing all media formats as well as advertising. And they collect, collate, and customize such content according to their individual tastes in personalized online environments (like MySpace or Facebook “pages”). This is what we call “user-generated context.”        

In this environment, it’s increasingly difficult for either publishers OR advertisers to stand out. The long-standing value proposition of publishers to brands – we create compelling content that attracts a desirable audience and then sell you the privilege of placing your commercial messages adjacent to it – is becoming a tougher sell.         

That’s because marketers don’t get much value out of seeing their messages appear in anodyne ad units (like banners ads). They need rich integration of their brands with content users are seeking or creating on their own. That leaves publishers in a sticky position: either they stand by and watch marketers build compelling online experiences without them, or they put their editorial and creative capabilities to use to help their clients – the big brands – cut through the clutter.         

In our practice, we like to say that “every company is a media company.” Increasingly, every media company must also become a marketing company. For online publishers, the challenge is to achieve that goal without damaging the very reputation for credibility and integrity on which their market positions rest. If online publishers can’t manage that balancing act before it’s too late, they’ll have more than mud on their faces.          

Here is my take:  As brands/national advertisers transform in part, to media, publishers have an opportunity to seek new partnerships by redefining their roles. For one, extending the value proposition means that publishers can be purveyors of a paid subscription base that is made available to brands as participants in making the message. Media and message become united. Message and media finally merge in a way that makes business and cultural sense.    

What this may mean, by necessity, is the redefinition of how the paid print advertising model is architected as ‘earned media’ become currency. This is not to advocate a ‘freemium model’ – after all, you still only get what you pay for – rather a model that attributes a business value to user-generated content reflecting the effort and subsequent return of the medium.     

Those that see the opportunity will find the right tools for the job. New cloud applications are about to come out of the gate in such as way that makes the cost of entry low and the opens the door to test this new media paradigm.      

– Ted Morris, 4ScreensMedia      

The Social Maze

Where are all my customers?

 The funny thing about all the endless advocacy of social media is that nothing has really changed in the business of matching consumers with brands. Oh sure, now that consumers ‘control the brand’, companies are at the mercy of infantile twittering tantrums such  as when consumers don’t get their way (especially on an airline) hoping to unleash a social firestorm primarily with the hope of getting noticed for a nanosecond or two. (The same folks likely get back on the same airline, content to collect their frequent flyer points.) 

One would think, with all those folks splaying their private lives out in public via the likes of YouTube, Facebook, Twitter, Flickr and Foursquare – lest we forget this thing called a phonebook or the science of geodemographics and credit card purchase data – that people would be easy to find. In fact, with all of the yottabytes of data out there about consumers, it should, in the year 2010, be a matter of running an algorithm or two to find customers, understand preferences and match any product or offer with any consumer 24/7 in any country with high Internet penetration.  It would be the end to the need to advertise using traditional channels.

Funny indeed. The search and storage/processing technology required to make the social web possible has, as the main output, data. Whether you call it media or content it’s still really just more data taking up space on some distant server farm deep in the Mariana Trench. As such, are we all the wiser? Not really. With free cloud apps having a shelf life not much longer that the vegetables in your local supermarket, many are wary of the risks of implementing something that will be obsolete by the time it gets traction in the marketplace. With the yet to be proven value of social media monitoring and analytics, it’s not as if the world has abandoned representative random sampling or in-market product trials.  

Do companies really have the strategies, skill sets or business processes to effectively leverage the social web? With only $2 billion slated for social media spending in the USA this year, I doubt it. Yet, evangelists are forever hopeful, as that is their stock in trade. Like Charles Revson, founder of Revlon once said, “In the factory we make cosmetics; in the store we sell hope.”  

On the other hand, Charles Revson didn’t have social networks at his disposal but his customers had no trouble finding the Revlon counter.  

– Ted Morris, 4ScreensMedia