Head of Influence Marketing at Holler Sydney. I watch, listen, absorb then develop, execute, monitor and measure.
This is where I download.
Wieden + Kennedy Amsterdam create another epic for EA Games FIFA 2010. It astonishes me how the crew back in W+K A'dam somehow manage to capture the the global scale and religious fervour for football time and time again without flogging the same old horse. Well done guys. Map props.
And the credits state that Rick & Barney co-directed this. Can any W+K kids confirm?
The political blogosphere in Australia is now 'owned' by corporate media entities like News Ltd and Fairfax - with the independent remnants of the early-to-mid 2000's toothless in terms of influence, and without the critical mass to make a difference.
And it's a good point. I've often wondered why we have no political blogosphere to speak of. The US blogosphere is fierce - with powerful activist networks on both sides of the political spectrum. Maybe more incisive, independent voices would inject some much needed passion and insight into our droll political landscape.
With healthy blog networks existing here for marketing, media, fashion, music etc, why are we happy with the corporates and a smattering of independents when it comes to politics?
Sure there are numbers at play, but is it our complacence with politics in general? Or just our insipid politicians?
Chicken/egg I guess.
How to do brilliant social media marketing
“Figure out whoever the key influencers are for whatever it is you’re selling. Read their blogs and leave comments on them regularly. Proper ones. Ones that make them feel loved. They’ll get to know who you are and then when you want to sell something you won’t have to make a bunch of new friends”
I was pondering on what my first Posterous post should be and I came across this snippet on mUmBRELLA from the insightful Matt Granfield.
Matt is bang on here. But what if you're an agency that needs to appeal to certain influencers quickly for a client and you don't have the time to build such a relationship? It may be a new client, new product launch - or maybe you've just moved in to this space yourself. Not everyone has the time it takes to build these kind of slow burn relationships.
If the luxury of time is not on your side, your best bet is to offer them something of extreme value. It could be incredible content, exclusive access or unique experiences. It could be almost anything - but if you have no existing relationship with them, your offering had better possess both value and relevance to them and their audience if it's to stand a chance of being posted.
This may sound like a shortcut to Matt's method. But what is saved in time needs to be siphoned in to effort and cost. You'll still need to spend a lot of time working out what makes these influencers (and their audience) tick. What are their perceived likes and dislikes? What do they want and what are they asking for?
Then you need to develop something well beyond a marketing message. Not only does a brand's service or product need to offer value to the consumer, but the marketing must offer a true value exchange too. If you've listened and mined the conversation attentively, what is valuable and relevant should be clearly apparent. Then you need a real talented team to work on a brief developed around this information.
Always sense check that what you're doing is truly relevant, valuable and contributes to the dialogue. Make sure it's shareable and if you've done it right and your stars are aligned, the message will propagate to all the right people - hitting the social media gold of earned media.
And it is 'earned' not 'free' media, but that's for another post.
