Tag Archives: strategy

Joining DraftFCB

I’m excited to join a new advertising agency – DraftFCB as their Planning Director in Digital effective August 13th 2012.

Why move?

Whereas it was true that I was very much enjoying my clients and our work together at my former employer, JWT Canada – I’ve been interested in the opportunity we have in integrating digital, and in particular, social media, better with communications or innovative efforts.  Admittedly, this is difficult when media, search, PR, customer service, etc are owned by different players and served by different agencies.  I felt I was making terrific progress  – certainly, on the Mazda business, we were constantly optimizing and integrating marketing efforts on a completely new level.  Still – multiple P&Ls made efforts more complicated.

Michael Szego, VP of Integrated Planning and my new boss at DraftFCB spoke to me about the value of having the whole global agency operate under a single P&L.  This isn’t just a financial arrangement but a philosophy and operating model that supports true integration.  Perhaps it is this integration philosophy that has played out in the floorplan..  at DraftFCB’s Toronto offices – my new desk in a swank open concept office – is across from the media guy, kitty corner to a strategist and behind a creative director.  And, might I add, just down the hall from the killer in-house cafe serving really good lattes for $2.75.  Now wasn’t that just the tipping point?

I am looking forward to working with some strategy heavyweights, to some pretty ambitious agency goals and earn the honour of working with a new set of clients – who I trust and hope will be as awesome as my past clients.

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Creating exponential growth

I’ve been very intrigued by exponential growth and its typical the hockey stick pattern.

Exponential growth patterns have held true in many social networking sites or applications’ adoption and understanding this better might be key to architecting a desired consumer behaviour like the internal adoption of a community or collaboration tool or fostering social networking growth for an organization or event.

With the right integrated marketing support, right engagement strategies and adequate lead time, marketers can architect constant growth and, over time, experience exponential growth.   But the supports need to be present –

  • Integrated marketing support – god! if digital didn’t already suffer from a lack of integration with traditional media, now arrives social media which needs to be part of PR, operations, communications and much more.    It has to be clever integration too because the social media presence is not a broadcast of other medias.   Here is a post on my woes.

 

  • Engagement strategies – I’m not convinced there is enough thought given to how to create a strategy or environment where sharing is made easy, is built into a campaign and consumer contributions are encouraged and valued.  Mitch Joel, Twist Image, once tweeted or said somewhere that viral is a result – and I always liked that distinction because people try to sell ‘viral marketing’ but not everything ‘goes viral’.     That said, there are some elements that need to be planned in order to make viral easy and happen if the idea, content, widget is gonna go viral.

 

  • Adequate lead time – Importantly, if the wrong amount of time or support is given to marketing – then all we see is the first half of social media exponential growth – which isn’t impressive because the BOOM hockey stick hasn’t taken off.   Wouldn’t it be cool to measure the first half of the hockey stick and have alarm bells go off when an exponential growth pattern is established!  I’d like that.

I found a great discussion on exponential growth on Youtube.



Socializing with a social media agency: Coffee with Mark Campbell, VMG Cinematic

I met Mark Campbell, a social media seeding and feeding guru of VMG Cinematic today at Balzac’s in Liberty Village to shoot the breeze on social media, what clients are asking for, what the market is willing to invest in, how to use social media to engender customer loyalty, what is being recommended and various campaign work we’ve both been doing in 2009.   [Mark and I have a mutual friend from Harley Davidson and so we met thru Linkedin – ah the power of social networking.

VMG Cinematic is an edgy, new media shop producing enviable online video distributed socially thru youtube, digital signage, and more.   They sport a client base we’d all love to play ball with including Harley Davidson, DHL, and Motorola.  Their high quality work is leading to very creative customer and employee focused campaigns integrated artfully across social medias.

There were a couple interesting themes in our conversation, beyond integrated social media campaigns.  One in particular focused on improving marketing ROI thru clever use of content assets.

I used to pull my hair out discovering various content assets being unused and not leveraged but easily deployed or strongly desired by customers.   (by content I mean video, photography, copy, etc).    Developing original content is hard enough and so its important to make every content piece that is developed work really hard.   The time to do this is at the creation of the content and not afterward.

A quick example.. in the condo development market, photos are taken throughout the whole construction process (and often live web cams accompany professional photos) and yet these photos/webcam are not made available to the buyers simply because the content did not reside or originate in the marketing department.  Certainly, there are privacy and legalities to consider and yet the sourcing of content does not have to stop with the marketing department because the customer experience does not stop after the purchase.

This is, in part, the beauty of studying the customer experience of buying a home and understanding how people who buy condos are very, very interested [nay emotionally invested]  in seeing the progress of their home during its construction.  Heck – I have friends who scrapbooks of the building of their home.  [okay – now to really digress – wouldn’t it be cool to see these scrapbooks?  Check out moleskine ‘s mymoleskine section for customer contributed content].

Now marry customer experience strategy, content sourcing with new and social media distribution possibilities and the world is your oyster.

Back to Mark.  Mark had some great examples of how he increased the payout of existing efforts by just adding a little bit more upfront investment.  The old “with just a little bit more spend, we can double the return on your efforts” tactic – but an honest approach that is compelling and working for Mark and his clients.

“It doesn’t cost much to add a production team”  Mark said of sending a team to capture a customer event.   At the end of the day, the customer had the event and a mini-documentary to release on youtube [and in my experience, often some significant internal assets – be that e-learning or corporate communications].    Mark also talked about re-using video assets, or “using the b-roll” as he called it, to extract further value from a production for creating more value for a company.

Well.. the day is done.  This isn’t high school.. I don’t need a conclusion to all this.  G’night.