OMMA Social

When OMMA Social (part of #IWNY) started off discussing the infamous “Dunk in the Dark” real-time marketing success, the first thought that came to mind was, “This is going to be a long day.” Talk about a case study that has been beaten to death. While this particular example did come up a few times, I was in luck that there were in fact fresh insights and lively discussions taking place throughout the day. There was a lot of great stuff that happened, so here are just some of the highlights from the bigger panels:

Connection Conundrum: Is FFacebook-Reachacebook Reach Worth Paying For? Touched upon the topic that’s been on many a social media marketer’s mind since Facebook changed its algorithm and organic reach has declined. Some interesting points and questions that came up:

  • Facebook may no longer be targeted towards the mass audience, but more so the micro audience. So it’s actually giving you what you need, even if it isn’t what you want. It’s also keeping users from being spammed. Facebook is trying to anticipate what users want to see, and minimizing organic reach helps filter that out. Focus on hyper-targeting the right people to maximize your spend. Smart targeting is the smart solution for a limited Facebook budget.
  • If you take a quality piece of content that already does well organically and amplify that, then you’re likely to get more bang for your buck.
  • Be effective on the newsfeed, with mobile that’s all there is, and Facebook is increasingly moving in that direction.
  • With Facebook, expect the unexpected. They like to keep marketers on their toes. That being said, a strong team will be able to overcome curveballs thrown their way. Talent over tools.
  • And remember kiddos, Facebook is a business too. You may not like it, but they need a profitable business model as well.

Social ROI: If “Likes” and Followers Don’t Matter, What Does? Didn’t stray too far from this typical question, but some interesting points to keep in mind were:

  • Social ROI depends on what your brand’s goals are: driving traffic vs. community growth vs. sales, etc.
  • Does reach matter if no one’s clicking. It was astutely pointed out that the Reach metric on Facebook is actually Potential Reach. Only the social channels themselves know who actually viewed your content. Therefore, are we holding reach in too high esteem?
  • You can’t rely on click data alone. The metrics need to be able to provide a 360 perspective.
  • The social media industry is maturing enough to say, “OK we have engagement, what then?”
  • We have to go from vanity metrics to active metrics to ROI.
  • It should never be a pure numbers game. Sentiment around the brand can help drive offline ROI. Social needs to be one piece of the whole.
  • Many brands feel the need to be everywhere on social instead of focusing on where their audience is.
  • Building communities is hard. Buying campaigns is easy.

nativeadvertisingIs the Future of Social One Big Native Ad (and Vice Versa)? Contemplated the future of advertising amidst the integrated user experience:

  • “Social media is like the Wild Wild West.”
  • You may not like it, but native advertising is the lesser of two evils when compared with display advertising.
  • Owned. Earned. Paid. Social media’s version of “Blurred Lines.”
  • “The legal department is where good ideas go to die.” Just got a kick out of that, as we joke about that at About.com. The comeback was “Dated measurement is where good ideas go to die.” Zing.
  • Inject your brand into social discourse, but do it tastefully.
  • As much as it’s annoying to keep coming back to the same case study, Oreo’s “Dunk in the Dark” tweet did get 15k RT, and paired with the well-placed accompanying ads, it’s still being talked about for a reason. It was the breakthrough for this kind of marketing.
  • It’s the brands that already have an always-on strategy that are best set up for real-time marketing, BUT is it sustainable? You get big hits with real-time but evergreen content is important for social media strategy as well.

Ephemeral and Anonymous Social Networks: Nightmare for Brands or Undiscovered Opportunity? Besides having an awesome name, this panel discussed apps like Secret, Whisper, and Snapchat, and what these mean for marketing:

  • It seems people use privacy based social platforms to pretty much stay away from everything brands try to use social for. However, while your brand may have no place trying to reach consumers there, you can still listen to try and capture sentiment around your brand or relevant topics, and what your audience’s needs and desires are.
  • These “privacy” based platforms still capture customer data. You’re never REALLY anonymous on social. Anonymous networks provide the illusion of privacy.
  • When users are anonymous are the insights deeper because they’re more willing to share, or are they more ruthless because people don’t have to stand behind what they say? Authenticity is really just a perception (and perhaps relevance is too). When YouTube forced real-name usage for comments via Google+ the quality of comments went up, resulting in lower spam and less trolls.
  • Is it so bad it content disappears and doesn’t live on? Brands are terrified of Snapchat because successes won’t be able to be recorded and bragged about later. Can you blame us for wanting our legacy to live on though?

So there you have it – some insights, questions, and arguable points from #MPOMMA. Check out the hashtag to see the tweets that accompanied the conversations. And we’re out!

Millennial Marketing: Living in a Material World

its-all-about-meMillennial: That beautiful buzz word. That materialistic, entitled consumeristic generation. That parasite of the expanding digiverse: We consume everything, feeding off of media, product placements, and, of course, the notion that we deserve everything. And we are that beautiful breed that marketers can’t get enough of these days.

So what does this mean for marketers? How valuable is this “#genlike” demographic in reality? Pretty damn valuable. The millennial generation is a self-serving one, always asking “What have you done for me lately?” However, we are also quick to act as brand advocates, it just comes at a cost. We are a generation that feeds off of attention, be it Likes, Shares, RT’s, etc. That means that we will be quick to promote a product (often unknowingly) for free, but we seek confirmation in the meantime. After all, we are the Me, Me, Me Generation” which means that we want you to make it about us. We expect brands to interact with us – to have active social customer service, to engage us in conversation, to be a “voice for the people.” Static brand advertising is a thing of the past; brands need to be on 100% of the time. “I want it now” has never been so spot on as it is when marketing to the millennial, which means you have to have it all. 
Iwantitnow

While this may be daunting, it provides a lot of opportunities for brands to go beyond tradition marketing and actually reach their customers on a personal level. Brands like Progressive have done an excellent job of giving their product a voice and persona. They’ve taken a pretty mundane product and have given it life. By entertaining and relating to their audience, they have made themselves more appealing, and therefore are seeing the results. Millennials aren’t necessarily an affluent demographic, but we spend a lot of money. We are a generation that revolves around constantly comparing ourselves to our peers, made especially easy through social media, and our spending habits reflect that. This is where marketing becomes extremely important; signifying your brand’s products as a valuable commodity that will set us apart (or make our lives easier since that’s also often a priority with our generation) is essential for convincing us that our money is best spent with you.

This is where social media becomes an asset for brands, because it’s an easy and inexpensive avenue for reaching the millennial market. We are the demographic that spends the most time online, and we can be reached through so many avenues there: YouTube, ads on Hulu, Facebook advertising, Twitter accounts that we follow….the list goes on and on.
There’s so many ways to reach us  that it would be foolish not to get into the digital space. With the whole world at our fingertips, why would we as millennials go offline?

The online universe has taken the marketing world by storm as millennials migrate to the Internet for everything from TV viewing, to shopping, to social interactions, and even dating.
With millennials at the helm of it all, the shift towards marketing in the digital space is rapidly growing, as marketers scramble to find new ways to capture the attention of this easily distracted demographic. From real-time marketing to native advertising and even “memevertising” (so adeptly coined by millennialmarketing.com), marketers are seeking ways to elude the obvious, and capture the millennial dollar without being overt about it. The best advertising after all is the kind where consumers don’t even realize that’s what it is.

So basically, when it comes to marketing, millennials are a necessary evil, and we are a demanding demographic. What can you do for me? Woo me. Make me feel special. Give me what I want, and more importantly, give me what I need. Most importantly, and at the most basic level, just make me believe that’s what you’re doing. After all, “we are living in a material world, and I am a material girl.”