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The Comparison
As always, its helpful to look back at the evolution of advertising and marketing. Early television ads are laughable by todays standards for a variety of reasons. One factor is evolution the technology, of course, but more importantly, the consumer expectations and our understanding of how to best use the medium. TV advertising has matured, changes are minimal and incremental, innovation is almost nonexistent, and everyone follows the same set of best practices. Vine, Instagram, and even YouTube are in an embryonic stage of their lifecycle. And the rate of change in this area may redefine maturity. People and brands learn by doing. Mistakes will be made. Marketers cant wait for best practices to develop with social video, they are typically out of date every six months. The best practice for this space is iteration discovering what your unique set of fans is interested in. And while a lot of brands are fearful that a stumble in social media could result in a backlash, this is the case with poorly made content in any channel. Kenneth Coles tweets werent stupid because they were on Twitter, they were just stupid. The naysayers of RTM wouldnt tell a brand to stop investing in TV because of a bad commercial. The same attitude should apply to social video and real-time marketing, where the rewards outweigh the risks.
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DIGITASLBi PERSPECTIVE
and test concepts with people whom already like the brand. Real-time content (flow), as well as evergreen content (stock), can be deployed for a variety of outcomes. So brands like Oreo have hit grand slams, singles, and made some errors but overall, their leadership in these channels is a compelling story that has increased their industry adulation and jealousy, as well as consumer attention and appreciation.
KPIs, Metrics
At the end of the day, the total investment (including media, creative, and legal approval resources, etc.) in social video needs to pay off. But dont get lost in rigor and fear, when you know that connecting and interacting with consumers is incredibly valuable. Not every brand can do it. Not every brand can do it in real-time. And no brand should be charging off in irrelevant areas. But these dangers exist in everything that brands do; this governance isnt exclusive to social video, its mandatory at every consumer touchpoint. So set your KPIs and iterate your social content until you get it right. Now off you go to make some social video content.
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