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Brands as media

Came upon this great post by Brian Solis where he talks about Brands as Media.

He says, and I paraphrase..

Once brands react to events in the media through activities on various vehicles like FB, Twitter etc brands need to view their communications through the prism of a conversation calendar.

To this end media can be segmented into the following types

Owned media is essentially that brands. If they design it the content is theirs and they can manage what they publish within it Examples here would be web sites, Facebook pages, Twitter accounts. Brands need to create such presences where their target audiences already spend their time. Actively go out and play a role in their lives.

Paid media is that bought by the media. Tends to be conventional media. And this still has a role to play in brand communications going forward. A great advantage of Paid Media is immediacy.

Earned media is the outcome of activities in Owned and Paid media. This is reflected in the blog posts, tweets etc of ones customers and prospects. Of course the great issue here is that brands have absolutely no control on this media.

Viewed in this way, brands need distinctive strategies to address each. Old models of structures and communications don’t work so well in this new context.

A good strategy earns the brand influence, just as media channels do in the ‘paid media’ world. This influence can work to the brand’s strength as it gives it control over media that historically it was subject to. And that is Nirvana for a brand where it is not dependent on what intermediaries think and communicate about them.

..end of paraphrase..

I thought it was a good article that neatly captured all the various scraps around social media, new media, old media and the ilk.

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On-line Metrics

Recently the point about looking at old-world metrics to evaluate performance of new media was brought home very powerfully.

We had constructed a micro site for our client and the site was showing decent traffic. Everyone seemed happy.

Then thanks to Google analytics the term bounce rate popped up and that number was very unhealthy. Started off a flurry of calls and meetings on the subject and re evaluation of the micro site content and all sorts of plans were being put together.

Then in a moment of inspiration someone suggested that we look at the source of the traffic. And that spotted the problem.

As the media agency was being evaluated on the old fashioned model of maximising traffic they were buying key words that were totally irrelevant to the campaign and the micro sites itself.

Akin to  seeing an ad offering sushi, only to land at the restaurant and find they were serving fries!!

That’s what was happening.

Once we spotted the problem, our strategy changed from volume of traffic to value of traffic, and the attendant plans.

So my advice to those doing on line campaigns is

1.Don’t separate media from the message. What may work in off-line, won’t in the on-line as the problem will quickly be spotted. Do consolidated briefs that encompasses media and creative.

2. In the off-line world volume of traffic, measured by Reach, is a metric. In the on-line world it should be relevant reach. Followed by engagement.

There are more, but in keeping with the SIMPLE tone of this blog, I think the above two would make the most difference to your plans.

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Who to trust

Who do people trust for news? Not news media it seems as per this survey.

In developed markets, friends have greater credibiltiy than news channels. In the Nordic countries and Asia Pacific however, TV news channels lead in credibility.

Be careful what you tell your friends. They may believe you.

Great opportunity for marketers to create viral, and member get programs.

Harish

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