Essentially a general election campaign is an exercise in marketing. Parties are trying to reach distinct audiences with their key messages and convince them to put a cross in the box next to their candidate’s name. To confuse matters slightly you have both national and local campaigns, potentially with different issues that have to be addressed. For example in some constituencies it is simply a matter of defending a majority by making sure people go out to vote, while in the marginals where the election will be won or lost it is about securing every vote possible.
It is also a pressure cooker environment. General election marketing is carried out in an intense campaigning period, with the eyes of the media permanently trained on everything that the parties do. So, for normal marketers what lessons can we learn – both positive and negative? I’d pick out five key ones:
1. Show passion
One of the criticisms levelled against David Cameron is that he doesn’t seem to care about the election and potentially winning a second term in office. Whether this is true or not, his perceived insouciance stands in stark contrast to the firebrand rhetoric of the challenger parties such as UKIP and the SNP. If you want to connect with your audience, show that you really are engaged with them and demonstrate you understand their concerns.
2. Don’t take your audience for granted
The days of a two party system appear to be consigned to history, with some of the safest Tory and Labour seats under attack from challenger parties. This is part of a wider dissatisfaction with professional politicians, which the electorate feel is out of touch with their lives and concerns. The lesson for marketers is that challengers can pop up in any industry, no matter how high the barriers to entry, if you fail to deliver what your audience wants.
3. Check, check and check again
I’ve had an election leaflet that says “insert local message here” at the bottom, while Tory MP Matthew Hancock has been embarrassed by an unfortunate fold of a campaign flyer that removes the first three letters from his name. The message is clear – no matter how pressured you are, it is vital to check everything that goes out if you are to avoid slip-ups.
There hasn’t been a lot of innovation in how the main parties have campaigned during this election. Speeches, battle buses, visits, kissing babies and celebrity endorsements have been the norm. Ed Miliband visited Russell Brand, but given that Brand had earlier told his followers not to bother voting it remains to be seen what the impact of his chat actually will be. The TV debates that helped Nick Clegg to power last time did happen, but in a variety of formats that meant they lost their overall potency – exactly as David Cameron had hoped. Perhaps what is really needed is innovation within the whole process. You can register online to vote, but you can’t yet vote online or via text. Surely it is time to change this to encourage greater participation?
5. Embrace all channels
One of the key differences between most marketing and a general election is that each party is aiming to appeal to a wide age range. So you have to have specific messages for older audiences and the millennials who could be voting for the first time. That’s one of the reasons that this was predicted to be an election that embraced social media, particularly to reach younger voters, who traditionally have been less likely to vote. I’m not convinced that any party really nailed social media – or even if that is possible – but think that most of them could have done more to build engagement on the channel. Still, Twitter saw some interesting memes, with #milifandom making Ed Miliband an unlikely sex symbol.
As I write this on the morning of polling day the expected result is a hung parliament, with no party having a sufficient majority to govern alone. So on that score the major parties’ marketing will have failed. However if you look at the campaign as a whole, there are plenty of lessons to learn about what to do – and probably most importantly, what not to.
May 7, 2015 Posted by Chris Measures | Creative, Marketing | Conservative Party (UK), David Cameron, Ed Miliband, election, General Election, Labour Party (UK), Nick Clegg, Question Time (TV series), Russell Brand, social media, Tory, twitter, UK Independence Party, vote | Leave a comment
I’ve mentioned previously that Twitter is at a bit of a crossroads. Compared to its social media brethren Facebook and LinkedIn it has found it hard to make the move from a network with lots of users to a viable business making significant profits. Twitter may have grown revenues to $1.4 billion in its 2014 financial year, but it is dwarfed by Facebook, and made a net loss. It even lost 20 million users in the last quarter of the year.
Therefore it has been looking around for ways of increasing both engagement and revenues. Given that the 140 character limit on tweets is more than a little stifling, it has made a big bet on video – first with Vines and now with Periscope. With Vines being extremely short (essentially 6 second loops) they at least fitted in with the stripped down nature of Twitter.
However Periscope is something much more long form. Essentially it is an app that lets you live stream pictures from your mobile phone, in real-time, to your followers. It isn’t a new idea – apps such as Bambuser and Livestream have allowed this before. Even more recently Meerkat was the hit of the SXSW festival and raised $12m in funding, announced on the day that Periscope launched. As is the way of cool free new stuff, Periscope has quickly become wildly popular (in social media land at least). This is partly due to its ease of use, but probably more to the prevalence of wifi networks and all you can eat 3G/4G data packages that mean live streaming isn’t going to run up huge bills.
Unlike Vines, which have not really moved beyond being a niche application, there is obviously a lot of potential in live streaming, provided that Twitter can capitalise on its early mover advantage over the likes of Facebook. I can see five ways it can be easily used.
We live in a real-time news cycle, driven by the likes of Twitter. Therefore it makes a lot of sense to add video to tweets from a press conference or the scene of a breaking story. It won’t replace having a full camera crew on hand, but will fill the gap between recording and going live. And it will be a boon to citizen journalists and members of the public, giving them another way of recording and sharing stories.
2. Adding to the buzz around events
Twitter works really well at collating and sharing what is happening at events such as conferences. By creating a hashtag and encouraging its use, information and opinions can be quickly published and, most importantly, found easily. It is even possible to skip the conference altogether and just follow the key points on Twitter. Expect conference organisers to embrace Periscope and encourage its use to give a fuller insight into events.
3. Sharing sports events
Much of the internet is driven by either porn or sports, and the X-rated opportunities for Periscope are pretty obvious. I presume Twitter will be quick to crack down on them, but the fact that you can live stream from a sporting event has more lasting possibilities. On one hand it will enable people to share football matches as they happen (expect screams of indignation from rights holders), but more importantly it will let niche sports get their coverage to more people, while using a minimum of infrastructure and at low cost.
4. Catching out celebrities/politicians
I’ll wager that it’ll be about a week before the first politician is caught saying something stupid/offensive while being live streamed. And, unlike Meerkat, Periscope video streams are kept for 24 hours, meaning that the evidence will be there to be shared, retweeted and generally distributed to the world. Celebrities are likely to fall into the same trap – expect people to use live streaming to replace selfies and photo bombing as a way of interacting with/embarrassing their heroes.
5. Live streaming cats
If cat videos are the most popular things on YouTube, it won’t be long before someone puts their cat on Periscope, either live streaming everything they do or finding a way of rigging up a camera to them to show everything they are doing.
Time will tell if Periscope actually does provide an extra dimension (and revenue earner) to Twitter. However, given I’ve seen people taking photos of all their meals and putting them on Facebook, be prepared for a combination of a lot of mundane content (and complaints from phone users who rack up huge bills) in the early days before it potentially finds its place.
April 1, 2015 Posted by Chris Measures | Creative, Social Media, Startup | Bambuser, Facebook, Greylock Partners, live stream, Meerkat, Periscope, social media, Streaming media, SXSW, twitter, YouTube | 2 Comments
We’re now well into the General Election campaign and commentators are examining which media politicians are going to use with engage with voters. I’ve already talked about the debacle around the televised debates, which David Cameron is doing his best to scupper, but what of social media?
Predictions that the last election would revolve around social media were wide of the mark, proving less like Obama’s #Yeswecan campaign and more akin to a series of embarrassing mistakes perpetrated by politicians and their aides who’d obviously never used Twitter before. This has continued with further gaffes, such as ex-shadow attorney general Emily Thornberry’s patronising tweet during the Rochester and Strood by-election that cost the Labour frontbencher her job.
However, there are already signs that social media will pay a bigger role in this election. For a start, social media is a good way of reaching the core 18-24 demographic that is currently disengaged from politics. 56% of this age group didn’t vote at the last election, so winning their support could be crucial in a contest that is currently too close to call.
We are also in an election where the core support of the traditional big two parties is being swayed by the rise of UKIP, the SNP and the Greens. So, rather than just appealing to floating voters in a certain number of swing seats, the Conservatives and Labour both need to demonstrate to their supporters that they understand their concerns and have policies to win them over. This means that they are likely to be more aggressive than in the past, judging that alienating the middle ground is a price worth paying for retaining traditional voters.
How this plays out generally will be fascinating, but what can social media provide? Early indications suggest there are six areas where it will be most used:
1. Attacking the opposition
Unlike offline or TV advertising, social media is largely unregulated. Which means you can get away with more online – for example, the Tory party is financing 30 second pre-roll “attack” ads on YouTube the content of which would be banned on TV. Given the desire to reassure core voters, expect tactics like this to be used even more as the campaign unfolds.
2. Managing the real-time news cycle
CNN brought about the 24 hour a day news cycle. Twitter has changed that to give minute-by-minute, real-time news. Stories can gain traction incredibly quickly, and fade with the same speed. Parties will therefore look to try and control (or at the very least manage) social media during the campaign, monitoring for trends that they can piggyback and starting stories of their own. And given that the media will also be monitoring what politicians are saying, expect a rash of stories with a shelf life of minutes and hours, rather than days and weeks.
3. Reaching voters
One of the most powerful parts of social media is the demographic profiling it provides advertisers with. This means that spending on advertising can be extremely targeted towards potential supporters, with little wastage. Figures obtained by the BBC show that the Tories are on course to spend over a million pounds on Facebook during the course of the election, based on current activities. Of course, reaching voters is one thing, the next step is to actively engage with them, starting conversations, listening and responding to their concerns. That takes time and skill, so expect a lot of effort to be thrown at content and conversations.
4. Monitoring voting patterns
There’s a lot of excitement about Big Data, and in particular how you can draw insights from the conversations happening on social media. Party strategists will be able to monitor what is trending on networks, and then use this feedback to evolve or change their strategies to focus on areas that are resonating with particular groups. However this sort of monitoring is still in its infancy, so results will need to be cross-checked before parties decide to do a U-turn on key policies.
5. Amplifying success
Third party endorsement is always welcome, so politicians will look to share and publicise content, such as news stories, that position them in a good light, and also encourage their supporters to do the same. This has already happened with celebrity interviews with the likes of Ant and Dec and Myleene Klass. However, as journalist Sean Hargrave points out, the Tories have a problem here – much of the right leaning media (The Sun, The Times and Daily Telegraph) are behind full or partial paywalls, making sharing difficult. In contrast the likes of The Guardian, Mirror and Independent are completely free and design content to be as shareable as possible. That just leaves the Tories with the Daily Mail……..
6. Making it bitesize
Like any modern digital campaign, the election will run on content. And to appeal to time-poor voters it will need to be carved up into bitesize chunks, such as blogs, Vines, Tweets and Facebook posts. Politicians are meant to be masters of the soundbite, so this should be just a question of transferring their offline skills to the digital world.
Social media will definitely be more of a battleground at this election, if only because more people are on Twitter, Facebook and other networks compared to 2010. Parties and politicians will look to adopt the tactics above, but with varying degrees of success. Some, such as those that have been engaging with voters for years, will do it well, but expect more gaffes from those that don’t understand the difference between a public tweet and a private direct message and decide to show the world pictures of their underwear…………or worse.
February 18, 2015 Posted by Chris Measures | Marketing, PR, Social Media | Barack Obama, Conservative, Daily Mail, Daily Mirror, David Cameron, Ed Miliband, Facebook, General Election, Greens, Labour, Myleene Klass, Nick Clegg, Nigel Farage, SNP, The Times, Tory, twitter, UK Election, Vines, YouTube | 1 Comment
There are a lot of jobs I wouldn’t want in PR – helping North Korean leader Kim Jong-un or promoting cigarette companies. But head of PR at lift-sharing company Uber has catapulted itself to the top (or should that be bottom) of my list.
Any disruptive tech company is going to hit the headlines, but here are some of the stories that the aforementioned head of PR has had to deal with:
- Upset cab drivers across the globe, angry with its business model, sparking protests, riots, and bans in countries such as Germany (though some restrictions have now been lifted).
- Consumer complaints about its practice of charging more at peak times.
- Taking out full page ads plugging the service on the same day that a mass demonstration of London cabbies brought the City to a halt.
- Claims by rivals such as Hailo that it tried to squeeze out potential investors in its service.
- Accusations of dirty tricks, such as getting its employees to book, then cancel rides with competitor Lyft in order to waste driver time and company resources.
- Safety concerns, focused on the lack of driver vetting at the company, with reports of female abductions and a lack of concern for passenger safety.
And now it faces charges that, at a private dinner attended by journalists, its senior vice president of business, Emil Michael mooted the idea of spending a million dollars to hire a team to dig up dirt on reporters that had written negatively about the company. He has since tried to retract the comments, and a spokesperson has helpfully pointed out that “these remarks have no basis in the reality of our approach.” CEO Travis Kalanick has also issued a rambling, multi-Tweet apology.
But aside from the cosmic stupidness of airing such views at a dinner attended by journalists (and showing that, yet again, there’s no such thing as off the record comments), Uber needs to understand that few things bring journalists together more than an attack on one or more of their number. Not only has the row sparked fresh bad press, but it will have also impacted how journalists see them. And that’s not as the plucky David against the Goliath of the global taxi industry (as Kalanick claims they are), but as a playground bully trying to buy its way to success. More Jerktech than technology leader.
So what would my advice be to the PR team at Uber? To start with, realise you aren’t in a war and everyone isn’t automatically out to get you. Be more open and take on board criticisms and start a dialogue rather than using heavy artillery. If your service and approach are innovative enough you don’t need to bully the opposition so blatantly, risking bad feeling from your customers and the wider world. Essentially, stop acting like a stroppy teenager and grow up. And, above all, never try and threaten a journalist, whatever the circumstances.
It wasn’t that long ago that the only spies in the public eye were James Bond and prominent Cold War defectors. But over recent years high-ranking intelligence chiefs have stepped out of the shadows to appear in public, write books and give interviews. They’ll be inviting the public to tour MI5 or the Pentagon next. It all seems a bit counter-intuitive as I’d have thought keeping a low profile was one of the key skills that intelligence agencies were looking for.
The latest spy to break cover is Robert Hannigan, the new head of GCHQ. In an interview with the Financial Times to mark starting in his new role he lambasted social networks such as Twitter, Facebook and WhatsApp, calling them “command-and-control networks for terrorists and criminals.” One of his key concerns is the spread of encryption techniques on common mobile phone operating systems – both Apple and Google have recently made encryption a standard feature that users can opt-out of rather than having to opt-in to use.
This is obviously good for privacy, but bad for those looking to monitor the activities of terrorist cells. In his article Hannigan issued a plea for more openness and collaboration between tech companies and the security services.
But in my opinion he’s overlooking two major factors. Firstly, demonising social media is a bit like criticising the telephone network for being used to plan a bank robbery. It is, as tech companies claim, an agnostic platform. If the police suspect a crime is being committed (or planned) there are processes in place to work with a social network to assist them in their enquiries. Normal people don’t see Facebook as a threat to their safety – though, given what some seem happy to share online, perhaps they should.
And secondly, and perhaps more importantly, there is a lack of trust in the security services. The revelations of Edward Snowden showed, as many suspected, that our online activities are being spied on. Recent revelations about police being able to access the telephone records of journalists without needing a warrant using Regulation of Investigatory Powers Act (RIPA) legislation just add to this.
The trouble with the whole debate about online privacy is that it is becoming increasingly polarised. On the one hand social networks support their ‘free’ business model by collecting and selling data on the interests of their users, allowing them to be targeted with ads. Then at the other end of the spectrum the security services are demanding more access to the very same data. The people in the middle are the users, the vast majority of whom have no idea of how much they are being tracked when they go about their business online. What is needed is more education so that it is clearer about how they can legitimately protect themselves online, rather than both sides scaremongering about the other. Terrorism is a threat to a free internet, but equally so is draconian, untargeted snooping by intelligence agencies and the erosion of user privacy by the networks that we rely on.
November 5, 2014 Posted by Chris Measures | Marketing, Social Media | Edward Snowden, Facebook, GCHQ, intelligence, marketing, Privacy, social media, Spy, Terrorism, twitter, WhatsApp | Leave a comment
Technology has disrupted many industries, radically changing the roles of those that work in them. Thirty years ago, every medium or large organisation had a typing pool, with secretaries that took dictation and then typed letters, tippexing over any mistakes. Insurance was primarily sold face to face through brokers, while buying a CD involved a trip to the nearest HMV or Virgin Megastore.
It is now marketing’s turn to feel the impact of technology change. When I started in PR 20 years ago, technology essentially involved a desktop PC, a landline and a fax machine. I remember setting my heart on being promoted in order to ‘earn’ a work mobile phone and the excitement when internet access and email arrived. Things have changed a great deal, but essentially by simply automating existing processes. Rather than physically posting press releases to journalists, PRs now send an email, and marketing campaigns are now integrated and include digital channels. And you could argue that these changes have benefited PR and marketing – the sector is larger than it was, with more senior level practitioners.
However, digital business as usual is no longer enough. Marketing is now being transformed by technology, with those working in it enabled by a whole range of new tools and abilities that completely change how the entire industry operates. This is being driven by three key trends – the rise of Big Data, social media, and improved, end-to-end measurement tools.
1. Big Data – beyond the hype
We live in a world where data is being created an astonishing rate. And much of this data is personal information created on social media and consequently of interest to marketers. You can select target audiences to advertise to using the most narrow of parameters – if you want to reach one armed female ferret fanciers in Altrincham it is easy to do. But to make Big Data work for marketing, you need to learn technical and real-time analytic skills that can be at odds with the traditional annual or six monthly campaign-based approach that many people were brought up on. You also need flexibility, a desire to experiment to see what works, a willingness to learn from mistakes and a focus on constantly adapting and improving what you do.
2. Social Media – the balance has shifted
The relationship between marketers and consumers used to be balanced firmly in favour of corporate suits. Campaigns were launched at their target markets, and while there was some market testing, it was normally late in the process. Social media changes all that – consumers have the chance to have their opinions heard by a global audience instantly, uncontrolled by marketing organisations. The latest example of this is the Comcast case, where a call to cancel an internet connection degenerated into the customer service agent berating the consumer for having the temerity to try and leave. Over 3.5 million people listened to the customer’s recording of the call in just a few days. Marketers have lost control of the conversation.
3. You can measure everything
One of the traditional issues with PR used to be that it was difficult to measure. At a simplistic level you could count clippings, or even assign them a monetary value based on advertising rates, but these were crude and didn’t link to other marketing disciplines. Now you can measure everything, seeing exactly what a prospect has viewed on the way to a purchase and use Big Data algorithms to weight the relative impact of every contact on the eventual sale. Software enables you to link different channels seamlessly, so in terms of PR and social media you could see how individual articles or tweets have moved the customer journey forward.
So, some of the skills that marketing people took for granted as useful – empathy, the ability to schmooze and being good on the phone/in meetings – are no longer enough. You need to be able to use technology as a lever to better understand customers in a scalable, real-time way, and have the strategic skills to create content that will best reach them. For a traditional industry such as marketing this does mean changing how people operate – which can be uncomfortable and even threatening to experienced marketers. However the prize is worth fighting for. Marketers have the chance to not only prove the value of what they do, but increase their own standing within their organisations by taking a more strategic role. All they need is an open mind and a desire to embrace their more analytic and technical sides.
July 23, 2014 Posted by Chris Measures | Marketing | big data, Comcast, content marketing, marketing, marketing technology, optimisation, PR, Public Relations, Search engine optimization, social media, twitter, Virgin Megastore | 1 Comment
With the World Cup almost upon us, we’re in the midst of a slew of big budget ad campaigns, coupled with unrestrained hype about the potential prospects of England making it further than the group stages. And of course we have the obligatory ‘will the stadia be ready?’ and ‘FIFA is corrupt’ stories on the front page of most newspapers.
With its global audience, the World Cup has always been a magnet for brands, something that has swelled FIFA’s coffers. Obviously you don’t need to be an official sponsor to jump on the bandwagon (provided you are careful you don’t infringe copyright). For example, bookmaker Paddy Power has already come up with a (for them) remarkably restrained campaign, commissioning Stephen Hawking to look at the factors necessary for England to win the tournament. Just avoid penalties – as the renowned scientist pointed out when it came to shoot-outs “England couldn’t hit a cow’s arse with a banjo.”
This should be the first real social media World Cup, with traditional broadcasting sharing the stage with the likes of Twitter, Facebook and YouTube. As the marketing focus has shifted online, and more towards real-time activities, it does mean the playing field has levelled. It doesn’t quite let Accrington Stanley take on Brazil, but it offers a better opportunity for non-sponsors to get involved and engage with fans. Good, creative, well-executed campaigns don’t necessarily require enormous budgets, but do need brands to understand social media influencers and reach the right people if they are going to succeed.
Looking at social media, YouTube has been the early front runner, as brands increasingly put their video adverts on the site, either in addition to big budget TV slots or as an alternative for smaller brands. Castrol’s Footkhana ad, featuring Brazilian footballer Neymar and rally driver Ken Block has already had over 15 million views on YouTube, a figure that is bound to increase as the tournament nears. Nike’s ad, featuring Cristiano Ronaldo, was seen online by 78 million people in four days – before it even went on TV.
When we get to the matches themselves, expect a flurry of activity as brands try and embed themselves into second screen conversations. Facebook estimates that 500m of its 1.28 billion users are football fans, while the 2012 Champion’s League final generated 16.5 million total tweets. Social media has already become a major part of big sporting events – and the World Cup will demonstrate this. It gives non-sponsors a chance to muscle in on the action, but is going to require a combination of good planning, quick reactions and genuinely engaging content if they are going to actually reach the right audience. Competition will be fierce – as well as brands, pundits, media organisations and the general public will all be looking to have their say, so expect Twitter records to be broken.
In essence there are three competitions going on simultaneously – on the pitch, between brands and also between the social media networks as they look to monetise their members and wrest advertising and marketing budgets from traditional channels. All of these promise to be fascinating contests – however far England actually get.
June 4, 2014 Posted by Chris Measures | Creative, Marketing, Social Media | Adidas, Brazil, Cristiano Ronaldo, England, Facebook, FIFA, Ken Block, Neymar, Nike, Paddy Power, social media, Stephen Hawking, twitter, World Cup, YouTube | Leave a comment
Twitter is currently in a bit of a pickle. Since it floated on NASDAQ its stock has been falling, culminating in a drop of 10% in after hours trading when it recently announced its Q1 results. The reason for the beating? A combination of slowing growth in user numbers, a trading loss of $132 million, and the ability for staff and early investors to sell their shares for the first time.
But it is important to put things in context. User growth did slow, but Twitter still added 25% more people to its network, bringing total numbers up to 255 million. And it actually made a modest profit by some accounting standards (and certainly improved from last quarter’s $511 million loss). The company is still worth over $24 billion – about the same as breakfast cereal maker Kellogg’s for example, and a lot more than LinkedIn.
Essentially sentiment has turned against the microblogging site, with investors disappointed that it isn’t growing or adding new services in the same way as Facebook. The issue is a classic one of people expecting too much and then punishing a company for not delivering what they dreamt of.
Twitter is really hamstrung by the simplicity of its service. You go on, give a 140 character update on what you think is interesting, see what other people are saying and have a conversation or two. Yes, you can share other content, such as video and photos, but as Twitter is finding it is difficult to monetise conversations, based on the limited information it holds on users compared to the likes (or should that be Likes?) of Facebook. So any new features are correspondingly limited – you can now mute people that you still want to follow, but don’t actually want to listen to (how very polite!).
There are interesting things happening on Twitter – Amazon is experimenting with the ability to add items to your shopping basket through a tweet, for example. Where it is really succeeding is in becoming the mainstay of live interaction around big events, from football matches to breaking news stories or TV shows. 5.3 million tweets were sent around the Eurovision song contest on Saturday night – a new record for a non-sporting event. And more and more companies are using the channel to give customer service support, both in terms of spotting aggrieved customers and offering a faster alternative to email.
The point is, anyone that bought Twitter stock thinking they’d got the new Facebook was, frankly, delusional. But it is time for the social network to be a bit more adventurous and start thinking outside the 140 character box. In the same way that Google is built on capturing and analysing billions of pieces of user data, Twitter needs to better understand its members and actually monetise them more effectively. I appreciate that this sounds a bit mercenary for social media purists, but as a quoted company Twitter needs to spread its wings and fly. E-commerce is one area to look at, but how about creating private twitter feeds for individual companies, enabling staff to share their thoughts in real-time, or providing ready made monitoring packages for TV shows, celebrities or organisations. Perhaps it should buy another, complementary, network such as Pinterest. It could even look at creating paid-for subscription feeds, such as stock prices or business news from the likes of the FT or The Economist. The more you think about it, Twitter is no turkey – but what it needs is to both innovate and show the market that it coming up with cool new stuff if it isn’t to go the same way as MySpace or countless others…………
This month Facebook celebrates its tenth birthday, having come a long way from Mark Zuckerberg’s Harvard dorm room in 2004. Hitting 1.23 billion active users and 2013 revenues of $7.87bn points to an astonishing growth in just a decade – though several researchers have tried to spoil the party by pointing out that teenagers have been deserting the social network in favour of cooler locations such as WhatsApp and SnapChat. On the flipside there’s been an 80% growth in those over 55 joining up – and from an advertiser’s point of view, which is the demographic with most money?
As the parent of a ten year old, albeit one that hasn’t delivered any revenues yet, it is amazing to see the impact that the social network has brought, not just online, but to the world around us. This is particularly true when it comes to marketing – ten years ago digital marketing essentially meant creating a website, SEO or sending out emails, rather than the relatively sophisticated profiling that is now possible through Facebook.
So here’s my top ten things that Facebook has changed:
1 Our language has evolved
Ten years ago we liked things. Now we Like them, and friend and unfriend people in the real world, as well as online. Poking publically is still frowned upon though. The language of Facebook has added and amended written and spoken English, and made it into the Oxford English Dictionary.
2 Marketers have traded control for access
If you told a marketer ten years ago that they’d move from investing their budget in their own websites to fitting their content inside the constraints of a presence on a third party network they’d have laughed at you. But essentially that is what Facebook has done – consumer marketers feel they have to follow their target audiences onto the site and interact with them, if they are to drive engagement.
3 Consumers are now in charge
The relationship between companies and consumers used to be one way and top down. The very word consumer conjured up a vision of passive purchasers lapping up whatever was marketed to them without complaint. Social networks have turned this on its head. Got a complaint? Disagree with what a company is doing? Facebook (and, of course, Twitter) provides you with a megaphone for your comments and can reach a global audience within seconds. Brands no longer have total control – as my ex-colleagues Steve Earl and Stephen Waddington have pointed out we’re now in an era of #brandvandals, that have the means and inclination to undermine corporate reputations overnight.
4 Everything happens faster
This isn’t just because I’m old, but we’ve moved from 24 hour rolling news to second by second and minute by minute activity. Move away from your computer for a tea break and you’ll be behind the curve and out of the loop. The constant need to update your status, post what you are doing and react to other people doing the same does give immediate insight, but is it at the expense of longer term perspective?
5 You cast a longer digital shadow
Ten years ago there wouldn’t be much information available online on most people. Now people live on Facebook, sharing their most intimate moments without a second thought. But unlike the offline world, this information doesn’t disappear but remains available forever. So be careful what you post as a teenager, as it may come back to haunt you when you’re Prime Minister
6 News has changed
How we consume news – and how it is collected and disseminated – has evolved beyond all recognition. Facebook profiles are the first place that journalists look for information or reaction to events. Much of our news is shared or recommended by friends rather than genuinely found through our own efforts. Consequently bite-size stories have risen up the agenda, along with a focus on cute kittens and addictive but unprovable gossip.
7 Distance is less important
It used to be that your closest friends were those you saw every day, even if the main thing you had in common was location. But now you can hang out with people you share interests with, wherever they are scattered across the globe. For many people the main focus of their social lives is Facebook, not the telephone or face to face communication any more.
8 Celebrity hasn’t gone away
Social media has allowed celebrities, from the Queen to Justin Bieber, to share their lives and build a direct relationship with an audience, unconstrained by the press. But this comes as a price – you need to actually talk to your fans and engage, rather than shutting yourself away, surrounded by minders.
9 We’re more open
Perhaps too open judging by what many people post. But the stereotype of shy and retiring, emotionally awkward Britons has been completely destroyed by the advent of Facebook. There’s no limit to what people think is shareable or that they believe their friends will find interesting………….
10 We’re beginning to grow up
Our attitude to how our private data is mined and used is changing. When Facebook began, few were bothered about what happened to their personal information – but that has changed as we’ve grown savvier about what it is worth. The next decade will see a fascinating struggle between Facebook (and marketers) and users, as each side tries to shift the needle on privacy.
February 5, 2014 Posted by Chris Measures | Creative, Marketing, Social Media | #brandvandals, Facebook, Justin Bieber, Mark Zuckerberg, Oxford English Dictionary, social media, Social network, The Queen, twitter, WhatsApp | Leave a comment
The last ten years have seen massive progress in getting the UK population online, with over 86% of people now having been on the internet. There is still a digital divide however, with 4 million households without internet access according to the Office for National Statistics.
And, the ability for online access via mobile is extremely variable – as Liz Stevenson from Cambridgeshire County Council pointed out at the recent Cambridge Smart City debate, 41.5% of the county isn’t covered by a 3G signal. I dread to think what the figure is over the border in Suffolk, where I live in a village with sporadic 2G coverage. Efforts continue to help the offline into the online world, particularly by targeting specific groups such as the elderly and disabled and by providing more user friendly devices such as tablets.
However a new digital divide is emerging. As the Economist Intelligence Unit points out in a recent report, this is between those that understand and use the internet to its full potential and those that simply shop, watch or read the content that they find there. It is essentially a split between creators and consumers. You’ll always get power users in any technological change but the risk is that those who don’t take up the opportunities offered by the internet will become disenfranchised, pay more for basic goods and services and miss out on achieving their full potential.
And it doesn’t need to be that way – the internet offers the chance for everyone and anyone to create (no matter how niche or, let’s face it, downright awful) their efforts are. It also offers the tools to make compelling content either for free (for example WordPress, YouTube) or at a very low cost (with a handheld video camera for instance). Only by doing can you gain the full benefit of the internet. At a basic level imagine someone on Twitter that merely lurks, following people without starting any conversations themselves. They may find out what Stephen Fry is doing, but it doesn’t add much else to their own lives (or the lives of other people). People who treat the internet in the same way as TV, as a lean back, broadcast medium, are missing the point (and much of the fun.)
So how can we encourage more creators who understand the opportunities that the internet brings? A really simple way is to copy the behaviour of the young (though without the selfies on SnapChat). As digital natives they start with no preconceptions and no manual to read – they just get on and use the internet as a tool to do what they want to do. Not having a fear of failure, or an embarrassment gene, is going to lead to cringeworthy moments, but it will also mean you experience new things, learn new skills and create. Once you’ve mastered these skills you’ll understand what you can do – giving you better control of the medium and deepening your understanding of how organisations might be trying to channel and constrain your internet experience for their own ends (normally to sell you something).
Otherwise this new digital divide will solidify – splitting the digitally savvy from consumers and providing a two speed experience that will damage people’s enjoyment and potentially harm their prospects. Go create!
- Redefining the Digital Divide (slideshare.net)
November 13, 2013 Posted by Chris Measures | Cambridge, Creative, Social Media | 4G, Cambridgeshire County Council, consumer, creator, Digital divide, Internet access, mobile, SnapChat, Stephen Fry, Suffolk, twitter, WordPress, YouTube | 1 Comment
Why Revolutionary Measures?
Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
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