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Sunday, May 27, 2012
See, I'm right.
This is not a guide to social DIY-ing. It's a quick statement.
Late August 2011 I approached some target companies with a proposal to get them up and running with regularly published, internally generated, rapidly "ideated," social content. I'm going to call it "social content," because quite frankly, all social content is marketing.
One part of my criteria for targeting a company was that they had to have a physical product: a box on a shelf, a unit in a showroom - - something that their end users could actually touch.
If you would like a very simplified version of my August 2011 proposal, which includes step by step instructions, metrics for ROI, and things like that, shoot me an email and I'll send it to you. NSA.
Today, I read this article that reinforces my opinions and theories, which I came to after several months of intensive careful research. Here's an excerpt (parts of this quotes George Mason U economist Tyler Cowen),
As I sat behind the camera taping a 2 hour ppt presentation given by a 70-year-old retiree a couple weeks ago (to be archived for future use....hahahahaha), my one overwhelming thought was, "If I have to sit through something for 2 hours, it better be Avengers quality."
AND, this comes back around to my current thoughts on the massive culture shift that we're going to be experiencing in 5 years, stretching for the next 10-20 years as the boomers retire and transition to those pleasant sunny acres in the sky:
Some additional food for thought: right now you can have media content online within a couple hours - - or in most cases a couple minutes - - of creating it. You can have media content on broadcast channels and publications within about a day of creating it. As long as you have the money to create and the money to pay for the schedule. Rapid internal ideation is key key key.
If you would like a very simplified version of my August 2011 proposal, which includes step by step instructions, metrics for ROI, and things like that, shoot me an email and I'll send it to you. NSA.
btw, just for fun, my favorite campaigns right now are on the radio, and the only product name I'm recalling is Cabot Stain:
http://washington.wgu.edu/billboard
Cabot Stain "How did this DIYer turn so pro?"
The hot dog commercial that talks about springtime being adequate grilling weather, and taking off your jacket to: put on a lighter jacket.
Late August 2011 I approached some target companies with a proposal to get them up and running with regularly published, internally generated, rapidly "ideated," social content. I'm going to call it "social content," because quite frankly, all social content is marketing.
One part of my criteria for targeting a company was that they had to have a physical product: a box on a shelf, a unit in a showroom - - something that their end users could actually touch.
If you would like a very simplified version of my August 2011 proposal, which includes step by step instructions, metrics for ROI, and things like that, shoot me an email and I'll send it to you. NSA.
Today, I read this article that reinforces my opinions and theories, which I came to after several months of intensive careful research. Here's an excerpt (parts of this quotes George Mason U economist Tyler Cowen),
...the Internet is a wonder when it comes to generating “cheap fun.” But because “so many of its products are free,” and because so much of a typical Web company’s work is “performed more or less automatically by the software and the servers,” the online world is rather less impressive when it comes to generating job growth.
It’s telling, in this regard, that the companies most often cited as digital-era successes, Apple and Amazon, both have business models that are firmly rooted in the production and delivery of nonvirtual goods. Apple’s core competency is building better and more beautiful appliances; Amazon’s is delivering everything from appliances to DVDs to diapers more swiftly and cheaply to your door.
By contrast, the more purely digital a company’s product, the fewer jobs it tends to create and the fewer dollars it can earn per user — a reality that journalists have become all too familiar with these last 10 years, and that Facebook’s investors collided with last week. There are exceptions to this rule, but not all that many: even pornography, long one of the Internet’s biggest moneymakers, has become steadily less profitable as amateur sites and videos have proliferated and the “professionals” have lost their monopoly on smut.The internet is free, and the content is going to be more and more self-generated, and catching eyeballs will require being more and more ENGAGING and AUTHENTIC. And SHORTER!!!!!!!!!!!!!!!!!!! Get to the f-ing point in 10 seconds!!!!!!!!!!! The more you need to tell me about your product or service, the less I need it!!!!!!!!!!!! Don't convince me, I'm already doing that myself!!!!!!!!!
As I sat behind the camera taping a 2 hour ppt presentation given by a 70-year-old retiree a couple weeks ago (to be archived for future use....hahahahaha), my one overwhelming thought was, "If I have to sit through something for 2 hours, it better be Avengers quality."
AND, this comes back around to my current thoughts on the massive culture shift that we're going to be experiencing in 5 years, stretching for the next 10-20 years as the boomers retire and transition to those pleasant sunny acres in the sky:
- Creating online content is not intuitive to most boomers.
- Creating online content is very intuitive to most gen-y-ers.
- Gen x is the fulcrum around which these two massive generations will transition during this culture shift. It's the generation that will allow relevant knowledge and processes to pivot from the old school boomer way of doing things to the new wave of no-attention-span nu skool gen y way of doing things.
Simple example: right now I have to explain to, clients of a certain age, how to download email attachments, how to properly extract files from zipped folders, those kinds of things. Technology may or may not change to simplify this sort of task, but the people who will be doing the task will most certainly be changing.
What are you thoughts on the upcoming culture shift?
What are you doing right now to be engaging, authentic, and are you GETTING TO THE POINT!?!?!?
If you would like a very simplified version of my August 2011 proposal, which includes step by step instructions, metrics for ROI, and things like that, shoot me an email and I'll send it to you. NSA.
btw, just for fun, my favorite campaigns right now are on the radio, and the only product name I'm recalling is Cabot Stain:
http://washington.wgu.edu/billboard
Cabot Stain "How did this DIYer turn so pro?"
The hot dog commercial that talks about springtime being adequate grilling weather, and taking off your jacket to: put on a lighter jacket.
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