As a combination, these two talks packed the biggest business-oriented punch of the entire day – some of the truly transformational ideas and new information.
See below for summaries of:
– Why Madison Avenue Should Love Social Media, from Hank Wasiak
– The Real Time Web and Brands, moderated by Kaitlyn Wilkins, VP of Ogilvy
Jeff’s intro: “He’s someone who lived through the age of the Mad Man … he hit me on the soul level.”
More wireless mics!
Why Madison Avenue Should Love Social Media: The Thoughts of a Man Man Turned Twitterholic – Hank Wasiak (@hankwasiak)
Hank literally started in the age of the mad men in 1964. He affirms that Mad Men is on the mark! Drinking, smoking, sex, and men in fine suits!
“I stand here looking at advertising and I see the best future I’ve seen in my 45 years, and it’s fueled by social media.”
“Changing the marketing mix, the heirarchy of how we do advertising, and the metrics” that our clients use. “Just like sight, sound, and television changed things in the Mad Men area,” Social Media is changing things today – even more.
Market mix – from the old pillars of “Product, Price, Place, Promotion” have evolved to Brian Solis’s Conversation Prism (which looks like an NBC peakcock that swallowed a grenade).
“Embarking on social-media strategy to help with marketing is like embarking on a facial muscle strategy to help with smiling.” – from Zappos founder Tony Hsieh.
We went from AIDA (Attention, Interest, Desire, Action) to add E – engagement, and S for sustainability = A+Ideas.
Enlightened profit: he shows a dollar sign, a smiley, and a globe – dollars, the emotional profit of people working for (or having stake in) your company, and the impact of your company on the community you serve.
Gives six suggestions for mindset makeover:
1. “See social media as the greatest disruptive gift you’ve ever gotten.” “Advertising is meant to be the art of 1:1 persuasion.”
2.“Listen to my friend Chris Brogan – grow bigger ears – so we can hear harder, and listen softer.”
3.“Think like maestros. We have to give up the masters(y?) of universe that comes with the territory of broadcast media.” Communication instruments can come from anywhere. Know what they are and conduct.
4.“Embrace something I call “collabetition.”” Collaborate transparently with clients and like-minded competitors.
5.“We have to keep our eye on the prize. In the end we are a business of ideas and impact. Right now we are awash” in metrics and measures, and “I’m afraid it may cloud this gift we’ve been given.” “Research and metrics cannot do what it isn’t intended to do, which is get an idea.” “People will remember you for the impression you make, not the # of impressions you make.”
6. We have to emphasize our core values. “We have to remember that technology and technique have to be in service to the idea, not visa versa.”
“An idea can turn to dust or magic depending on the talent that rubs against it.” – BIll Bernbach
“The great thing about this disruptive change is that it doesn’t come from the establishment. … It’s going to come from the Fringes.”
That was amazing. Right into introduction of the VP of Ogilvy, holy crap…
The Real Time Web and Brands, moderated by Kaitlyn Wilkins, VP of Ogilvy (@CatchUpLady). Along with: Marc Monseau, Director of CorpComm & SM at Johnson & Johnson; Duncan Mitchell, CEO of sommecards, Leslie Berland; VP of Online Comm & SM at American Express, and Ricky Engelberg; Global Digital Innovation Director at Nike.
Even the intro to this one was fast-paced, so I’m not even going to attempt to transcribe. Essentially, all of the brand representatives come out swinging with, “our brand is about connection, so we were excited to enter the medium.” The point, I think, is that every brand is about connections – it’s just a matter of if the brand realizes it.
Leslie, especially, points out that they didn’t advertise their SM presence at first. Ricky from Nike points out that the way Nike first made its way onto feet was going from track meet to track meet to connect with athletes. Is Twitter any different?
Ricky poses a big question off the bat: Social media isn’t a hobby and it isn’t free, so how do you make sure you have a real voice and presence?
Leslie: “We were very humbled when we entered the space.” AmEx listened for 6-8 months, and acknowledged that they wouldn’t know or control what would be said in the space. “We learn every single day, and learn micro things and macro things.” Card members like to tweet on an airplane, when they’re about to enter a honeymoon suit. The daily surprises “turn on lights in our heads” to redefine their approach and cater to the audience.
Duncan: “We thought Twitter was really dumb, we just did it to did it.” Has to balance how much he does to entertain people to things that are “self-serving” for his brand. Trying to make sure everything is (can be?) beneficial.
Marc: (moderator intros him based on his risk in engaging, as a healthcare brand) “There’s a lot of limitations on what we can and can’t do. … The idea of actually being on Twitter or blog is a difficult thing to get our heads around. Communications for companies” is rooted in broadcast, 1:many, regulation, legal approval. “What we have to do is educate management, legal staff, on the risks of engaging and the ability to communicate in a real, open, human way are not as damaging or problematic as not engaging, which actually causes more problems.” “These are now the ways people want to engage with the company, if they want to engage at all.” This talk is striking a lot of familiar tones.
Ricky: (“Nike has a rabid fanbase, and that has to be a huge advantage. … How have you been using Twitter to co-create?”) “Watching how our athletes use SM, it’s very interesting.” Some athletes have channels and strategies for themselves – they’re their own brand managers. “How do we create indispensable experiences?” “We found that people’s friends and family, social circles, might be the biggest motivator in getting people to use it.” Wound up that posting to FB or Twitter was a bigger motivator for people to use Nike+ than sharing with other runners.
Leslie: (Referencing the AmEx logo) We don’t want people talking to a blue box. If you have multiple authors, intro who they are and tell about how they are. Think of who the person is who is the face of the brand [and, if your brand doesn’t want to have a face, then think of how] the handle [i.e., twitter account] is about translating as a person for the brand.
(That was a solid panel. I wish the panels had five minutes longer. I feel like we keep giving them the hook just when it gets good.)