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Branded Content: two words that will get you full attention at the upcoming media end-of-year drinks. But what is it? Does it work? Is it worth investing in?
UM could tap into the great study that our international colleagues of the IPG Media Lab have conducted with the American business giant Forbes. 2259 visitors of the Forbes website got exposed to random versions of the website (clean, display bannering, branded content, display bannering branded content combo). A post exposure test allowed analyzing the impact of the different flavors of branding and exposure to bannering and branded content.
The results crown branded content very convincingly as the clear winner. You can download the full report here.
I was contacted months ago by a young girl who wanted to know my Klout score. She was making a list of important people to follow on twitter. It made me smile. When I answered that my Klout score is on klout.com (like everyone else’s) and that it hovers between roughly 55 and seventy-something depending on my mood, and the temperature of the seawater in Belgium, she got upset. Klout was important, and I was not taking her seriously.
I explained that the temperature of the seawater does have a determining effect on my Klout score. If it gets too cold, I migrate South, and stop tweeting for a while. My Klout thingy sinks accordingly like a stone with respiratory difficulties. If the temperature is ok, my mood gets better, I twitter chat with friends, spread some blog posts around, and my Klout score sours up. That did not make her happy either.
Now, how can you determine if someone is important based on a yo-yo Klout score? Try walking up to somebody, and ask how important he is. Can you picture that? How do you define ‘important’? Is that a figure in two digits? Will he be more important tomorrow? Is he important because he has money? To whom is he important?
What does my Klout score tell you? Does it show you what people think about what I write? What impact my tweets/posts/musings have? Does it give a value on quality? Even on quantity? If so, in relation to what exactly? To my goals? Did the girl mean with ‘important’ influential? Influential on what topic? To what audience?
I have nothing against Klout.com. It is a rating system amongst many. I do have something against conclusions hastily drawn from a two digit number that gets influenced by the temperature of seawater.
If you want to determine if someone is important, relevant, influential, you’ll have to rely on more than just an automated tool. You’ll have to analyze all kinds of data, you’ll have to sift through criteria, and you’ll have to put stuff in context. Content might be King, but contextual information is Queen.
There is no number that can tell you whether I am important or not. Only you can determine that.
Thank you for sharing this, it will benefit my Klout score…. :-).
I confess, I admit: I could never ever coach an American Football team. I have never played it, never watched a full game, I do not understand any of the rules, and I am completely ignorant to all the habits and sensitivities. I would probably do about as good as a drunken rhinoceros in artistic skating.
In my book, to be good at something requires enthusiasm, sheer will, track record and hands-on experience. And that is exactly what I see as lacking in how most influencing agencies cope with social and digital media. They line up their usual experienced heavy weights to provide their clients with strategy and guidance on how to integrate digital and social media into the overall marketing and communication mix. Little side note: an alarming high percentage of these heavy weights have no experience in the digital and social media world. Even more alarming is that the teams they roll out, into the field have none either.
A fascinating amount of power is given to people who have no clue what’s what in Social Media land. It’s not because you’ve read Groundswell or The New Normal that you are fully equipped to deep dive successfully into this fast moving area. It’s not because you know how a journalist thinks that you should take it for granted that a blogger thinks or behaves in the same way. It’s not because you’re a hotshot in direct marketing that you understand –at all- how twitter works. It’s not because you were fab in influencing through 25 square meter advertorials that you can safely assume that a banner on a site will actually benefit your client or cause in any way. It’s not because your toddler is reasonably good with Lego that it is statistically safe to let him/her play with a fully loaded Kalashnikov.
I’m confronted on a daily basis with blogger relations experts that have never blogged, community managers that are online rookies, and twitter experts that have less reach and followers than my 83 year old gardening neighbor on a rainy day. Robin Wauters of TechCrunch gave a PR professional a full broadside years ago for not playing online engagement by the online netiquette rules. And Wauters was so right. Too many arrogant old style off-line influencers think they can take the online new interactive digital scene by storm… and birthright. They look down on this booming online realm with an explosive mixture of denial, ignorance, arrogance, even disdain: an ideal cocktail for guaranteed distaster.
Not so long ago, agencies tried to offer top-notch journalists, analysts, Pulitzer Prize nominees and politicians a job to get extremely valuable hands-on knowledge, credibility and experience in house. To think that these same people will make the difference in online engagement is a huge mistake that cannot be remediated by an over lunch training session. Big time for agencies and their clients to go hunt for social media wizards, top-notch bloggers, proven star-profiled tweeps and highly connected social networkers.
Only by upgrading their workforce with Digital Wizards will companies, organizations and agencies stay afoot in this morphing landscape. How did Cary Grant say it again: it takes a thief to catch a thief….
Social Media. Brand mentions on Social Network. How do you calculate value, how do you get comprehensible ROI in your board presentation? Discussion between guru’s, rainmakers, ninja’s, experts and specialist were long, fierce and mostly built upon hot, slightly stirred air.
It is about the like, right? Or about the click through. Definitively about the click through. Well, much to everyone’s astonishment, Brad Smallwood, Facebook’s head of measurement and insights proved all advertisers who measure the success of an online campaign solely on click-through rates wrong.
The Social Network states boldly that the impression, not the click-through is what really matters and positions itself ad-wise directly in the same play-field as traditional television. Smallwood bases himself on a new data study from Datalogix that connects ad exposure (seeing a brand’s ad) on Facebook with in-store purchases (buying the brand’s product).
On his blog, Smallwood states that:
- Impressions create value. 99 percent of sales generated from online branding ad campaigns were from people that saw, but did not interact with, ads— proof that it is the delivery of the marketing message to the right consumer, not the click, that creates real value for brand advertisers.
- Reach drives revenue for online brand marketers. This is a concept very familiar to TV marketers, who often start with a reach objective—but until now hadn’t been proven for online. When applied to digital brand campaigns, the study demonstrated that campaigns that maximized reach had on average a 70 percent higher return-on-investment.
- Finding the right message frequency is key. The study revealed that for online brand campaigns, if you reallocated high frequency impressions to people seeing too few impressions, you would see a 40 percent increase in ROI with the same budget. What this means is that for every online campaign there is a “sweetspot” of effective frequency that maximizes return on investment, and that the DataLogix tool can help marketers empirically isolate that sweetspot for each brand and campaign.
This sheds a totally new light on how the effective delivery of an ad, or a message should be measured and valued online, and proves the gut feeling a lot of marketers and communicators have had for a long time: that the power of the silent visitors of social networks, the people who do not interact, like, or click through, is way bigger than estimated.
Very often these people are labeled “lurkers”. For people making a living communicating, they are liquid gold.
Hell breaks loose today. For a couple of weeks, 14.700 athletes are competing in 26 Olympic Sports and 20 Paralympic Sports, in front of 21.000 journalists and over 10.8 million ticket-holders. After tennis in Wimbledon, and the Tour de France, the Olympic Games are going to aggressively take over, cannibalizing most media coverage for the time to come.
Global top sport is our panem et circenses, our bread and games; London is our Coliseum. Old gladiators will falter, new young wolves will eagerly struggle for world domination, most will fail miserably. Cheaters will be publicly lynched, superheroes will be born overnight, and humanity is hoping for some serious drama and catharsis.
The Games are heaven for the sports lover, but a nightmare for someone who is not interested. But fan or not, you will experience the 2012 London Games. Sweaty, good looking youngsters will be all over screens, radio waves and social media channels. Infographics will total the medals per country, color and gender ; 3D boosted graphs will show how humanity just got faster, stronger, better and generally enhanced.
While all media are competing for their share of the cake, it is already apparent that the big media winner of these games is going to be Twitter. True, TV is still the old and uncontested King of Games. But Twitter moves in for Olympic gold. Tweets can be shot from the hip, while mobile: it’s lightning fast, lovely short. For weeks teams, athletes and sport influencers have been polishing up their twitter channels, and established twitter rules and protocols. London is ready for a media war, and the weapon of choice is Twitter.
The first human casualty was already sent home in a virtual bodybag: Greek triple-jumper Voula Papachristou was ejected from the Greek Olympic team for a bad racist joke. The Hellenic Olympic Committee said through AP that Papachristou was “placed outside the Olympic team for statements on Twitter contrary to the values and ideas of the Olympic movement.” Isidoros Kouvelos, head of Greece’s Olympic mission, added, “We are not here just to get medals, but to promote the Olympic ideals, to show our character. It’s the same as violating fair play.”
Twitter is deeply entwined in the Olympic 2012 fabric, proving Twitter CEO Costolo right in his endeavors to position it more as a platform than as a service, with a special focus on events and gatherings. Costolo positions his Twitter as the ideal social platform to make an offline event vibratingly live online. The Twitter buzz around the Olympic Games will be one of the proof points for Twitters current valuation of over 8.5 billion dollar. The stream of tweets that will be generated during the Games puts the San Francisco based company in direct competition with all other media companies. Twitter certainly getting a big part of the coverage will push advertisers and marketers into looking at the former micro blogging service in a very different way. Proven reach, engagement and readership can and will be cashed in hard marketing dollars. “We don’t have any problem, we don’t think, monetizing Twitter. Period,” Dirk Costolo said to the Wall Street Journal.
While the Twitter Golden boys dream of cash, the Olympic athletes dream of gold. But their lives just got more complicated. Before, you had to jump far, run hard, fly high and be able to playback your national anthem with a misty smile. Now you also need to Tweet well. Coaches, journalists and decision makers are analyzing tweets, and if they do not like what they read, there will be hell to pay.