Media 360 Conference via Twitter

23 11 2012

I could not attend the Media 360 conference this week but did follow it on Twitter. I thought it might be interesting to summarise the views of the Twitterati under a few headings.

General comments

  1. The decisions you make now will determine how successful your brand will be when the recession ends
  2. Short term decisions to cut [marketing] spend leads to long-term damage to your market share
  3. Aside from numbers, the biggest strength of radio is the one-to-one relationship people have with it
  4. Deadlines work on ads. Creates a sense of urgency and spurs people into action
  5. Deliver a strong call to action and focus on the goal

Research

  1. Invest in good research and monitoring to see what parts of your ad campaign work
  2. Don’t trust research (this from the head of a leading market research company)

Digital

  1. Digital has a place in all marketing plans
  2. Brands that are winning in the digital world are those that are open to participation
  3. Ensure that your website is accessible through all devices
  4. Direct mail and digital work well together
  5. SEO your website and use mobile search
  6. Search is the bridge between traditional and digital advertising
  7. Digital will drive the recovery of media

Social

  1. All about social media for 15-24 year olds
  2. 40% of all Tweets during peak viewing times are TV related
  3. Implement social listening
  4. Social content is NOT advertising
  5. Create a content schedule for social media

Mobile

  1. Mobile is a key area of growth, RTE say they see 60% of their traffic coming via this channel
  2. Don’t use your desktop as a digital frame of reference, use mobile
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Facebook is certainly in the news this week.

23 05 2012

You can’t really avoid Facebook at the moment. It is all over the media right now including media that normally is not too interested in social media or IPO’s.

The IPO: a success or a failure?

One of the difficulties of becoming a publicly quoted company is that you can become a victim of the whims of the stock market. One piece of bad news, such as poor quarterly results, can undo years of solid achievement. Equally, one piece of good news can mask all sorts of problems. This is what has happened to Facebook. Questions have been asked about the IPO and suddenly people get nervous. As the court cases and class actions begin we may learn more but the fact remains that the IPO raised a huge amount of money for Facebook and with an initial valuation of around $100 billion dollars even a 50% loss in value would still see Facebook being a very large company.

Problems with future revenue

The news that GM had cancelled its Facebook advertising campaign was badly timed from Facebook’s perspective but does it represent a real problem? There are two arguments here:

  1. Digital media prides itself on being measurable particularly when compared to traditional media. If Facebook cannot deliver results then it is in trouble.
  2. Social media advertising is not like traditional advertising. You don’t just place ads and wait for customers to arrive. You need to engage with them. If you engage and provide really good content then your campaigns will be a success.

Views of GM’s decision to leave Facebook advertising tend to be coloured by which side of the argument you are on. Either GM did a bad job or Facebook advertising does not work. Perhaps it is a bit of both.

Problems with mobile advertising

This problem is real and has been highlighted by Facebook. Advertising on mobile platforms is harder mainly because of the screen size and as we move to mobile devices rather than PC’s Facebook will have to find a solution if it is to continue to drive advertising revenue.