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creative briefs |
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Old school media need audio and video for their websites, too. So, don't focus too much on the new media and miss out on this opportunity.
You must understand how the old media websites work. |
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Did you know that 69 percent of Americans now consider their computers more entertaining than their TV? Or that 32 percent of consumers now consider themselves "broadcasters" of their own media?
Well, times are a changing, my friend. Find out more about the changing media landscape from Deloitte's State of The Media Democracy Survey.
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Marketing Experiments has found that they were able to use social media to generate more than a 1400 percent better ROI than paid search, driving 90,000 targeted clicks to its test websites.
The average click cost them 0.04 cents each. Whereas, the average click using paid search cost 0.61 cents each. |
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Random Links:
Seth Godin's new book, Meatball Sundae, takes a look at 14 trends marketers should be keeping an eye on. Here's an overview.
Brochures are a waste of time and money, says Geoffrey James in this article. He's right.
Marketers are spending more time and money on their existing customers. It's about time. But that doesn't mean customers see the companies as being more focused on them. Fifty-six percent of vendors perceive themselves as being extremely customer-centric, but only 12% of customers agree. Get the free summary.
Check out some of our client video work.
I've posted a white paper on media relations that you can download from my Scribd account.
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Happy New Year. In our survey, you told me that you wanted to see case studies in Think. So, I asked digital colleague Jason Falls to help us out. He gives us a glimpse into a recent social media program he cooked up for a client. And Brant Waldeck tells us we should see it, not say it.
Now, let's get going. |
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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Social Media - The Means, Not The End  |
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By Jason Falls
The Baja peninsula of Mexico is a desolate place. Communication there consists mostly of waving at people you pass on the highway, if you want to call it a highway. That was the problem I faced when asked by Jim Beam Racing and Robby Gordon Motorsports to develop a social media strategy to connect fans with Robby's efforts in last fall's Baja 1000 off-road race.
Most marketing folks think social media is a strategy. "We're going to go build a community for our brand in MySpace and have us some social media." Not quite. Social media isn't the end goal. It is the tools to help you reach the end goals of your overall communications strategy.
So communicating what was happening during the course of the Baja 1000, an 18-to-36 hour dead sprint from one end of the peninsula to the other, was the problem. What social media tools could help give fans of Robby Gordon and Jim Beam Racing race updates, something they couldn't feasibly find elsewhere, to capture their attentions during the running?
It just so happened that I use a micro-blogging software called Twitter to follow friends and thought leaders in the communications and technology industries. The premise is to answer the question, "What are you doing?" in 140 characters or less ever so often. I know, it sounds kind of dumb.
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See It, Don't Say It  |
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By Brant Waldeck
Today, so much of our communication is digital that we are in danger of losing the human touch in our marketing. That's one - but not the only -- reason marketers should incorporate video into their content mix.
Let's take a look at some of the ways to use video and the reasons why you should think about beefing up the use of video on your website and in other marketing venues.
One of the most important reasons is that video delivered via your website can help you humanize your company. It helps sell your company, service or product by using a human face and making the message more personal. For the same reason, it also is a great tool for internal communications. Your CEO might not be able to meet every employee, but every employee can meet and get to know the CEO via video. This has the additional benefit of reducing travel cost and employee time.
Video also is a great storytelling tool and we all love stories. Along those same lines, video is a great way to deliver an emotional message. Not everyone is sold with logic. Most of us respond well to an emotional sale. In internal communications, you can use video to tell the company story. This helps create consistency in stories and messages.
Video makes a great training tool for internal and external messages. Internally, there is that increasingly important benefit of reducing the cost of travel and employee time. You can use videos externally to simplify your message, too.
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