Social Media: Digital PR vs Digital Marketing

Posted in Tom's ramblings ( blog) on Wednesday, November 4th, 2009 by admin

Incredibly, 40 years since the inception of the internet, the digital marketing goldrush continues. Today (still) everyone wants a slice of the social media pie, which is leading to some interesting conflicts and collaborations between marketing agencies.

PR agencies are laying claim to social media as being naturally their space. On the face of it, this makes a lot of sense: social media is an ideal way of conducting ‘public relations’ since it provides a powerful medium for conducting conversations between a brand and its audience.

But most PR agencies are not in the business of public relations. They are in the business of media relations.
This is an entirely different – though no less valuable – skill set, focused on building up influence with a small group of professional advocates/advisers within a given sector – usually journalists and analysts. Creating stories for this small group of people with the aim of having them share those stories with their audiences is very different to managing a large audience directly.

The skills required for a more direct approach to the audience/prospect have much more in common with the skills of advertising or direct marketing. Sure the message has to be made appropriate to the medium, but it is hard to argue that PR agencies are better placed to handle this challenge than their marketing agency counterparts.

More important is the skill to manage the reaction and interaction with the audience, and shape that interaction to drive specific outcomes. This is where a sales-focused marketing agency really has the edge.
An effective social media strategy requires a combination of talents, creative, practical and operational, and with the space still evolving, no-one yet has the definitive answer. But as a general rule I would propose this:

If you are looking for help to manage your brand’s interaction with key influencers in social media channels , you probably want to talk to a PR agency. If you want to leverage social media channels to talk to your audience directly with clear outcomes in mind, talk to a digital marketing agency (ideally, us).

0 Comments - Add yours

If You’ve Got It – Launch It!

Posted in blog ( company news) on Monday, November 2nd, 2009 by admin

Going Out In Style: And Digital at the Launch of go-style.co.uk

Here at And Digital we’re celebrating the successful launch of go-style.co.uk. This stylish online fashion magazine was commissioned to promote the retailers of Golden Square Shopping Mall, Warrington.

The main feature of the site is the Style Builder, allowing users to create outfits online from the collections of all the different fashion stores at Golden Square. With the ability to mix and match from different lines, we expect the site to fast become a one stop shop for fashion lovers – especially once they get hooked on the editorial content: fresh articles on current fashion trends, photos of Warrington’s most stylish and constant promotions.

The aim is to build a real community of fashion lovers that grows organically through social media. Social media remains a hot topic but there are many disaster stories. With go-style.co.uk we placed an emphasis on interaction at the earliest design stage. The social media aspects are not merely add-ons but an integrated part of the strategy. Through these campaigns, we are able to begin conversations with users directly and develop campaigns that are responsive to their requirements. While this may not be a quick-fix route to success, it lays the foundations for a lengthy and mutually fulfilling relationship.

The launch party for the site is a great example of the benefits to this level of interaction. We ran an extensive on and offline campaign for the event and invited stylish ladies of Warrington to get dolled up and celebrate with us. The result was a great success – lots of users signed up, the retailers bought-in and there was a real spike in site traffic.

Most of all though, a good time was had by all.

2 Comments - Add yours

I measure my value in Google rankings

Posted in Tom's ramblings ( blog) on Monday, October 12th, 2009 by admin

People like the digital world for many reasons. One of them is its measurability. You can put a fairly definite number on the impact of most digital campaigns: how many clickthroughs, how many emails opened, how many Facebook fans etc.

But how meaningful are these metrics?

Check out this guy: http://www.baronseries.com. He calls himself the “#1 Wealth Coach”. His justification? In brackets alongside this statement: “Google and AOL.”

That’s right. His justification for this bold statement is that he ranks highly for a given keyword on Google and AOL. Their search algorithms are so powerful and authoritative that they can bestow market leadership on a person.

Back in the real world, this is of course nonsense. But it’s a lesson: it’s easy to get caught up in the numbers of the online world and begin to measure yourself on increasingly abstract metrics. But there’s only one metric that really counts: success, usually measured in pounds and pence.

Measure the direct impact that digital marketing campaigns have on your business and you’ll never go far wrong.

0 Comments - Add yours

Social Media: Not ‘How’ but ‘Why’?

Posted in Tom's ramblings ( blog) on Monday, September 21st, 2009 by admin

Lots of organisations are coming to believe that they ought to be engaging with social media in some way. The clamour around Facebook, YouTube and Twitter has led bosses and staff alike to believe they need a presence on these popular channels, and others.

I’m all for this new-found enthusiasm, but it is raising some problems. Because social media channels are fairly straightforward to set up (by design), many groups are leaping in with both feet, starting up pages here and feeds there before they’ve asked the crucial question. Because the answer to ‘how do we do this’ is so simple, many groups are failing to first ask ‘why should we do it?’

Without answering this question, it is impossible to set objectives. Without objectives it is impossible to decide on an approach, or to measure the success of that approach.

We believe there are three fundamental reasons why you might consider social media from a campaign perspective.

• Reach: Create content that is ripe for sharing and you will increase your reach beyond the prospects you know about to their friends and family that you don’t. Incentivise prospects to share content by ensuring that it adds value to their day through entertainment or education.

• Reinforcement: As any good PR will tell you, your message has a lot more impact when it comes from an independent source. There’s all sorts of stats out there about this, but suffice to say I trust recommendations more than I trust adverts. If you can achieve ‘Reach’ the chances are that your message will also be reinforced.

• Reaction: Social media tools are by definition about two-way communication. Anything you share can usually be responded to or commented on. If you want to know what your audience thinks of you, or of your partners and competitors, you should at least be listening to social media channels.

Before you set out on a social media journey, decide which of these outcomes you are seeking to achieve. Put some metrics against them, and then design your strategy and your content appropriately.

If you’re stuck, you can always give us a call.

0 Comments - Add yours

And Digital in The Drum…the coverage continues

Posted in blog ( company news) on Thursday, September 3rd, 2009 by admin

Check out our article in the latest issue of The Drum. If you’re a member of the Marketing Industry Network, you can download it for free.

We paid to put it there, but we think it’s worth a read. And hey, free comment opportunities like 5Live don’t come along every day…

0 Comments - Add yours

Roadblocks and Speedbumps on the Digital Journey

Posted in Tom's ramblings ( blog) on Thursday, September 3rd, 2009 by admin

On my way out to lunch today I spotted a ‘QR’ screwed to the bottom of an advertising hoarding. For the uninitiated (just about anyone outside marketing*), QR is short for ‘Quick Response’ – it’s a visual code like the one shown here** that allows someone with a cameraphone and the appropriate software to access a web page without typing in the address.

The idea of QRs is summed up in the name: they are meant to make it quicker for people to respond to an advert, usually by navigating the user to a page on the mobile web. The problem is that very few people have the appropriate software on their phone, and even for those that do, there’s no single standard. Finding and downloading the relevant software for your particular phone is often complicated.

This is a massive barrier to entry for those who might use the system: so big you could call it a roadblock.

These barriers are common in the digital world. Some are small enough that you might call them speedbumps rather than roadblocks. For example, asking people to register before they can access a web service is often necessary. It will deter some people – how many will depend on the appeal of the application and the complexity of the registration process – but it doesn’t render the system unusable. Other barriers, from poor design to bad technology choices, can be almost impassable.

When we’re creating digital strategies for clients, and designing the solutions to their challenges, it is our responsibility as a digital agency to understand the journey that their target will take, and eliminate or minimise the barriers along the way. That means choosing the right platform or gateway, designing sites and creating content that is appropriate to the audience.

Sadly, too many digital platforms (and projects) that we see look great on paper but just don’t deliver in practice.

*BTW I know that QRs come from the logistics industry originally and that they were designed as a barcode replacement but that seemed an unnecessary complication for this piece.

**If you do have the Kaywa QR Code reader on your mobile device, you’ll find that this code links back to this blog.

0 Comments - Add yours

‘Trans-Media’: Controlling cross-platform campaigns

Posted in Tom's ramblings ( blog) on Monday, July 20th, 2009 by admin

One of our colleagues/competitors Paul Fabretti over at Amaze coined a term recently: ‘trans-media’. I chastised him for creating yet another buzzword in an industry stuffed to the gunnels with them, then quickly conceded that I would be trying to use it as soon as possible.

By ‘trans-media’, my understanding is that Paul meant a digital campaign that operated across multiple platforms (it could arguably also be called ‘cross-platform’). This is increasingly the nature of digital campaigns: information might be launched into the cloud via email, twitter or YouTube and customers or prospects might respond via a microsite, forum, or MSN. For both outbound and inbound communications, the options are growing constantly, and each individual will have their own preferred ways of receiving and sending information.

This presents digital marketers with a number of challenges, both strategic and technical.

• How do you choose the best channel for outbound communications?
• Do you try to steer people down specific response channels?
• How do you maintain a consistent view of a prospect across the different platforms?

The fact that the first two questions are becoming so pressing explains the number of adverts for ‘digital strategists’ in the marketing press. Every agency is desperately trying to recruit people who know the answers to these questions and other ones like them. They are questions that can be answered in part empirically by looking at user profiles and numbers. But they can be answered much more quickly and completely by someone with the right intuition and experience. Someone who lives constantly with digital media and has a grip on its evolving etiquette. Paul is one of those people and, I’d like to think, so am I.

The last question is the more technical. At the moment you can buy an off the shelf solution (such as neolane) but this is built for enterprises, with (I imagine) all the integration challenges and cost that implies. It is also not what I would call ’social media native’ – it wasn’t built with the current web environment in mind.

You could assemble an array of off the shelf tools and manage them manually. But this is enormously time consuming and lacks scalability. Not attractive. Our ethos for And Digital has been refined and refined to a single phrase: “Join the conversation.” We want our clients to be able to engage with customers across a range of platforms in a seamless fashion. To do that we can’t afford to have a solution that is manual and clunky.

So we have to find another answer. We’re keeping the details under our collective hat for now, but when the time is right we will reveal what we’re calling Project CANDDi. Parts of it are already in the field…

0 Comments - Add yours

Buzzword bingo…

Posted in Jack's musings ( blog) on Thursday, July 16th, 2009 by admin

Buzzword bingo is a phrase that is now entered the standard lexicon of And Digital and is used primarily to describe the overuse of trendy industry standard phrases – especially those that reference digital technologies and social media platforms.

But when is a buzzword merited and when is it simply an exercise in ego massaging by its user?

I remember when I first started in web design, we all referred to website designs (and I mean flat visuals such as jpeg’s) as GUI’s. It sounded very exotic and impressive and no client knew what we meant when we used the phrase. Now we refer to website designs as website designs.

I also recall going to a meeting some years ago with a very pompous account manager who tried his damndest to completely bewilder the poor client with a stream of nonsensical buzzwords and even more confusing explanations of each term. I think his stupidity reached its peak when he referred to a ‘vortal’. When questioned he explained a vortal was a vertically integrated portal. The client not knowing what a portal was asked for further clarification to which the account manager said that a portal was a ‘homogenised collective of interlocking doorways that sat within cyberspace’. I was confused and I was presenting the brief alongside him.

I guess the point of this entry is to question when a buzzword adds to or detracts from a subject or piece of technology. To describe entries on Twitter as Tweets makes sense and seems to be a natural progression of the language of social media. Likewise Mash-ups as a term does what it says on the tin. Take two pieces of content and mash them together to make something new. The ones that get me are the confusing or needless ones such as SERP (which stands for Search Engine Results Page) and Blogosphere which somehow seeks to exclude bloggers from the real world and place them into an artificial made up world with it’s own title. I think every buzzword should have a defined purpose and should make both the user and recipients’ lives easier from its use.

At the end of the day And towers is on the Northern Riveria in the republic of rainy Mancunia so when I hear some ’suit’ talking about ‘Blue Sky Thinking’ I can only conclude he is daydreaming about his summer holidays.

0 Comments - Add yours

Introducing And Digital

Posted in Jack's musings ( blog) on Monday, June 1st, 2009 by admin

It seems weird and almost inappropriate that I am writing an introduction to this blog as I am the lesser scribe of the two directors here at And Digital – however, as a mark of our immediate success and generally hectic levels of new business meetings and proposal writing, Tom has found himself locked away from direct sunlight for days and weeks on end churning out high quality creative pitches, proposals and briefs leaving me to introduce us to the world.

We are Tom Cheesewright and Jack Carpenter and we are the founding directors of And Digital. Sure we used to be The Lever and yes we have joined the And family in name and partial ownership but the good ship And Digital is now being ably captained by the two of us.

I’m sure that Tom will wade in on seeing this posting with a much more eloquent comment on the new state of things but I would like to introduce myself as the Digital Director and creative half of the partnership. That’s not to say that Tom is not creative (and I am not strategic) but with the best will in the world, you need to draw some lines of distinction if only for the clients’ sake.

Our aim is very simple. We want to open up a two way conversation between all of our clients and their prospective customers. It is that simple. If we can open up a valid, compelling, timely and most of all appealing conversation then our client’s want and needs will be met be they monetary, market share or simply making their message heard.

The way we do that is very simple. We understand the digital world and likewise we understand how to decipher what our clients want to say and how best to say it. We then implement a digital marketing campaign which fulfills these objectives and hey presto…job done. It’s obviously not quite that simple but Tom has warned me against overly long blog entries.

We intend over the next year to fill this blog with all manner of weird and wonderful news, views and articles on the digital arena and related subjects. I’m sure they’ll also be some rogue articles in there which bear no relation to anything online but I’ll wait until United have secured the Treble next year before posting that one…

0 Comments - Add yours