Masters is over...

The thought of no more study for a while certainly makes the summer look better knowing that i'm not going into Semester 1 at the end of it...

Why I like social media..FB

I thought it fitting to close this journey with MKF5601 with some thoughts on why I use social media from a professional point of view and how Facebook has changed the landscape for the Club I work for.

In my current role the I have made a commitment digital /social marketing. Our customers will 'Google' it before they purchase it, so the Clubs digital presence is going to be our first point of contact - first impressions always leave their mark.

Our digital strategy extends across paid, owned and earned media. Facebook is our most important channel in social media even though we also run a Twitter feed, an RSS, YouTube and the 'traditional' News letter.  That said, Facebook is a key pillar of the customer engagement piece and how we continue to manage that is business critical now that we have an engaged audience.

As a marketer, life before social media was a one way conversation (90% of the time). Now a two way conversation is taken for granted, its no longer an opportunity down the road, but a reality every day. Something that wasn't possible at this level less than a mere 4 years ago is now the cost of admission for a successful brand.

I know we haven't mastered Facebook and I don't think anyone can claim to the fact that they have. Online communities are an evolving platform, literally changing every day with change being the only constant. What this also means is that the brands involved in social media are also learning, changing and hopefully building a relevant relationship with the customer.

One thing is for sure, I'll be participating and watching the constant evolution of the social media space.

Google taking over TV media buys now?

Google is now giving advertisers buying TV spots through the company access to data that informs its search ad buys with a new product called Search Triggers.


The program will let advertisers adjust their buys if search data shows a new trend emerging. thsi would allow a grill manufacturer might increase their media buy  if searches for “grills” spike or if other related searches, like “barbecues” increase. This a featuer that cant be replicated or offered by a tradtional media buying houses and huge innovation in tactical media planning.

According to Google, agencies are already using search data to make informed decisions about their TV buys, but Google hasn’t linked its Google TV Ads to search data before.  Previously, Google TV Ads let advertisers bid on slots related to what the advertiser was selling.

Google TV Ads, which launched in 2008 with the idea to create a solution for advertisers modeled on Google’s successful AdWords format. This will be the driver that advertisers subscribe to as more customers turn to broadband TV based viewing and allowing a targeted media buy online. If advertisers can get real time search data to then upweight their media at appropriate times then the media spend will become more relevant to the audience. Brilliant innovation!

Can gaming drive fan development?

Sports marketing is a passion of mine and I’m always fascinated by how other categories innovate and develop strategies for fan development.  The NHL’s L.A. Kings will become the first pro sports team to add full game elements to their website and social networks, the team announced recenlty.

Game elements, or “gamification,” is bascially adding a game-like experience to a non-traditional source – in this case their website and the Kings are creating “The United Kings Family”. Fans will be able to earn points by watching videos, posting on the Kings’ website, sharing news on social networks like Facebook and Twitter and participating in a variety of other online and offline activities. 

Users earn online badges and trophies while working their way up a digital fan leader board. Earning points will also unlock exclusive rewards such as signed merchandise, personalized messages from the players, behind-the-scenes videos, private arena tours and more. In affect its all of the things you can’t buy that the fan is being rewarded with – the ultimate experience and fan engagement through digital media. 

Adding gamification is a little confusing as sports teams often have dedicated fan bases. So is Gamification a legitimate tool for engaging a new audience? If the category is working on fan development, is this a strategic move to develop a new fan base?  If users can make a brand like the L.A. Kings feel more personable, fill seats and move merchandise even when the team isn’t doing well then it would be measured as a success.

The gamification layer is certainly a first for pro sports but while the Kings may be the digital guinea pigs, I expect to see gamification growing the engagement of social media and sports organisations.

Social Media - the generation sales team

Has social media become more of an influential channel for business purchases globally, ahead of face-to-face meetings, client entertaining or traditional trade advertising in most markets?

A global survey conducted by GlobalWebIndex, 2011 reported that when it comes to leading influencers; “Conversations with people from a company/organisation on a social network” ranked a score of 15%, bench marked against other channels.

The second ranked motivation was “direct mails”, 13%. Among senior decision makers – those at senior manager level and above – conversations were level with “sales presentations”, both scoring 16%.

Conversations online now outrank advertising, direct mailings, webinars, conferences and corporate events while “Branded communities created by the company/organisation” are seen as more influential than corporate events / entertainment the report suggested.

As of June 2011, global figures show that: 39% of decision-makers had used a micro-blog in the last month versus 22% for the average internet user and 60% had used a social network versus 50% for the average. And despite an already high level of social networking, usage is increased from 41% to 60% over the two years surveyed.

The research was based on interviews with 17,425 purchase decision makers in 27 markets from July 2009 to June 2011, across 14 categories and five different sizes of company. GlobalWebIndex.

Social media is opening doors for sales forces as customers now have the ability to engage and interact with brands before they transact. Are the followers on your companies Twitter page now your sales team ‘warm list’? Can you observe behaviour of your customers through social allowing a more targeted approach and sales strategy? A modern day sales team now adapts to the new tools at their disposal.

Job anyone?

What I have noticed lately (and maybe its the fact that I'm studying social media) is the increasing demand in the employment section for "Social Media" jobs getting posted - not just by SME's but blue chip and Fortune 500 companies.

Something that I will take from MKF5601 is that beyond the understanding of marketing principles that are applied to all channels (including social media), what is the bench mark for a 'social media' expert or specialist? Will my 1000hrs logged on Facebook contribute to the skill set or do I need a blog with a specified number followers regardless of the content to be considered an expert or what about that I'm a published Wiki contributor? Or is it my understanding of the category that the position works within more important - with some exposure to digital channels?

There is no doubt that I have picked up more 'tech skills' studying a social media subject, but will that make me a subject matter expert? What got me on thinking is the job posted below demonstrates the skills that are now needed to apply for a job in 'social media'...what will they be in 12 months time or 2 years?

http://jobs.mashable.com/a/jbb/job-details/583966?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+mashable%2Fjobs+%28Mashable+Job+Board%29

No more evening News on TV?

Nine News has just added a new nightly bulletin offering with the launch of its first iPad application targeting consumers who browse news on tablets later in the night.

 This a is a big shift for a News TV broadcaster to deliver their News specifically for a digital audience. It definitely displays a lever of understanding of their customer when they look to deliver their product on what could be described as a competing platform. Commercially Channel Nine need to sell media space and delivering the News on alternate platforms could/will dilutes current offering when you reduce the viewership.

 The app will feature a special bulletin that will become available on the app at 8.15 pm. It will allow users to become more involved in the news process with the ability to send photos, videos and news tips directly to Nine’s newsroom.

The app, which is already available on the iPhone, is Nine’s first for the iPad and the seventh to be launched by ninemsn. Hal Crawford, ninemsn’s head of news, said: "Nine Newsbreak on iPhone has been downloaded more than 300,000 times and shows people have an appetite for video news, wherever they are. Our research tells us tablet users want more video, and they are tending to watch it later at night - this iPad application and evening news bulletin are a good fit to that trend." (B&T, October 10, 2011)

“Tablet usage ramps up around 7pm and peaks at 8pm. It then spikes again at 10pm, which we can assume is people checking the news headlines last thing at night or when they go to bed." According to Nielsen 11% ofonline Australians have watched TV or movies on a tablet device. Mark Calvert, Nine’s director of news and current affairs, added: “Second screens are a game-changer. We believe we can grow our overall audience through this, reaching additional viewers who might not catch our scheduled TV bulletins. The massive uptake for our iPhone app has shown us the way. Now the iPad takes our news and current affairs offering on to a whole new level.” (B&T, October 10, 2011)

When will broadcast News be more popular via the web than via the FTA channels? Will the current Generation Z  or the Net Generation be the driver for web driven content as the Gen X'ers and Y's slowly get on board? How do you want your news delivered? By the paper boy? Does the next generation paper boy just throw a USB stick or memory card at your front door which you simply download on the way to work ?