Internet Marketing and Digital Media Strategy Sydney Australia

This blog is the ongoing chronicle of our own application to our business of the theories; ideas and lessons we are sharing and recommending with our clients.  

Taking Risks

If you're not taking risks then you're playing it safe.  It's one or the other.

Yes, it's hard for some people/ companies/ brands to take risks - there's the natural fear of failure, but today, the paradox is it is more risky to maintain the status quo - you risk become commoditised and irrelevant - easily replaced.

"If you or your brand does not have relevance and create passion from your customers and fans then long term you're in trouble - you're no different than washing powder."  Franklyn Un

Much of the current marketing talk today is about online social media, building and connecting with fans but social media is more than just about setting up a Facebook fan page or Twitter account.  It's about creating social objects says Gaping Void's Hugh MacLeod.

Facing Problems

I faced a problem with the CLIVE stuff we were creating - namely potential customers where comparing us with inferior produced competitors.  Our key messages were not being heard.

The reason - our website - (which is where most of our customers find out more about us)  did not clearly communicate our unique selling points - we looked like our competitors - ie just selling the technical video production ability instead of where we wanted to play - our creativity, our online marketing understanding, our script writing, our production quality, presenter coaching, technology platform and analytics. 

We had to change the way we sold and move from a volume production view of the world towards a very customer centric, creative, niche approach.  Less how many video jobs but more about developing the whole of customer experience - right through to their customers experience.

Seeds take a while to germinate

It took a very long time (in web years) for my team to actually understand what I was saying (and I suppose my deeper understanding of the space and ability to communicate).

Lonely Girl 15 (2006)

We'd all seen the Lonely Girl thing way back in 2006 but what was the end result today? Did it eventually ever sell anything beyond building the Directors profile? Was/ where's the long tail benefit to fans?  What's the point if those no end in sight?

Beached As

I'd seen the clips years ago but the guys appeared on one of the national morning TV shows - I sent the interview to my guys - it's when they saw the commercial return from the books "they got it".  In many ways many businesses are like this - they need to see someone else successful before they have a go - it reduces their perceived risk - they need to be sold and convinced.

For every huge success there will tens of thousands of failures - today there's 37 hours of video uploaded to Youtube every minute.

"It ain't viral till it's viral" but there are some common elements to viral video success - low budget; humour; topicality; provocation; surprises and strategies - piggybacking on trends or celebrities; kids and cute animals.

If you focus purely on the $$$ then customers will soon see through your work.

2010 - Doing Incredibly Boring Work and the Creative Stuff that inspired.

My video guys were stuck on a very boring government job - we done a hundred simple presenter to camera CLIVE clips, it was the creative ones like Wendell's Dancing Reebok that got the most Click Thrus and results - social media was focused on how many fans or Twitter followers - the next metric is engagement. 

2011 - Focus on Creative Inspiration 

Less now on volume and more focused on customer experience.  The development of characters to deliver key communications messages to targeted audiences; a platform for companies and brands to engage online; a framework for new talent to be involved.

Introducing The Characters

Each character went through a behavioural profiling approach (60 questions) used by Human Resource consultants around the world - developed to hopefully resonate with each customer segment.

The Hard Arsed CEO	The Punchy Salesman	Online Presenting Diva	Viral Video Expert	The Nerd
Facebook	Facebook	Facebook	Facebook	Facebook

Each character a Facebook fan page; Twitter account created and behind the scenes video element created. 

The rest to unfold - I'll keep you posted.  

About the Event

It is forecast over 90% of future Internet traffic will be video - covering everything from entertainment and advertising to health and education.

Australians now spend more time online than watching television and as we know media is increasingly fragmented. Today customer attention is scarce - you have an average 12.5 seconds on a website to capture attention and generate a call to action.

This group discusses developing effective digital media communications - from clients all the way to vendor solutions.

Each month commencing at 5PM sharp and running for an hour we'll hold an informative but social meetup group bringing together a wide mix of people covering film and video professionals; actors, presenters, sales, advertising and marketing people, Internet technologists, investors and clients.

Each month we'll have short presentations/ interview followed by short Q&A, drinks and offline social networking.
This month

We've all suffered "death by Powerpoint".
This months CLIVE-ALIVE event will focus on "effective online communication" and creating engaging content.

Our special guest speakers this month will be -

* Rose Fulete, National Advertising Sales Manager, CMPMedica (www.mydr.com.au)
* Scott Maxworthy, CEO Max Media and Entertainment & Chris Schwager, Creative Director RidgeFilms
* Jo Wilton - Professional Presenter
* Andrew Brain, General Manager, Virtual Communications - a clients perspective

In business today if you don't add value or have a unique offering or experience then you risk becoming either commoditised, disintermediated or both.  That equals either reduced margins or lost sales.

Every business needs customers and sales.  In the old days of strong conventional media influence (TV, radio, print) there was a direct relationship between advertising spend and sales.  This benefited big brands and advertising industry "wizardry" model.  Brands were at the centre of the circle. In todays increasingly fragmented media landscape that model no longer stands true.  

The Customer is at the centre of the Universe - smarter, with rapid access to information, sharing and a click away.

From an advertising point of view todays consumer is less influenced by interrupt and repeat  forms of irrelevant advertising messages but increasingly influenced by trusted friend word of mouth.

Think restaurants - you've been searching for a good local Yum Cha - one day you're talking "Yum Cha" with a trusted "foodie" (note relevance) friend and they recommend a place you haven't heard of where the food is great.  Note: A point on "trusted relevance" - if my Aunt Mable who's idea of a great meal is Fast Charlies down the road then her opinion does not hold much credibility, weight or "influence".

Word of Mouth is increasingly the most important element to new buyer decision making.

Think of McDonalds and how they've effectively implemented "cradle to grave" targeted and engaged kids who influence their parents decision making - the paths of least resistance.

It is easier to market to friends then strangers.

Herein lies the challenge for all businesses to become customer centric, engaged, marketing to influence the influencers, creating tribes and a groundswell.

Five Elements of a Social Media Approach

In terms of social media then in my opinion it's very much like running a pub.

1. you need to create or meet a unique need (overall Digital Media Strategy),
2. people need to know about you (Marketing),
3. their first experience has to be great (Experience) - worth sharing,
4. you need to provide a range of tools (the technology) and content for them ("sneezers") to share
5. and then you need constantly engage with the market, service existing customers and innovate.

The 5 Elements Digital Success

1. Fast – news, ideas information spreads like wildfire
2. Easy – technology – share, implement, create
3. Personal - conversation, engagement, trust
4. Creative – be remarkable, step out side the box
5. Return on Investment

Social media questions to begin?

1. Where are you now and where do you want to be?
2. List all your current customer touch points - is it fragmented and departmentalised?  What communications channels are most used and effective? 
3. Do you have a centralised CRM (Customer Relationship Management) System - are your customers on Twitter and Facebook? How often do you talk?
4. Who are the influencers in your customers sales process and external industry experts in your market - how well do you know them? Do you read and comment on their blogs.
5. Why do your customers REALLY buy from you and what can you do to improve?

Corporate Social Responsibility increases brand effectiveness (and makes you feel good)

I've been heavily involved with personal computers since I was 13 years of age - that's 30 years!  Less from a technical side and more on how it improves lives, increases sales and productivity.

During that time we've seen massive technological advancement in computing and communications and it has fundamentally changed the world we live in.  We've seen significant social and business transformation - from the old military type centralised business hierarchy models to much more flatter, localised organisational structures. 

In fact, business and social structures resemble information structures - it's all about how we connect and with whom.

And, as we move into an ever increasing connected, mobile, rich media social communications world, we will see new business and social structures emerge.

What does this mean?

Technology fundamentally increases productivity and corporate and personal transparency.  Business, government and individuals need to embrace both social responsibility and online connections to survive and thrive.

From a business marketing branding perspective, customers will increasing value corporate social responsibility in their purchasing decision making criteria.

For any new purchase most people start with search - imagine if the first story about you is bad PR!

Giving something back

A couple of months ago I was involved with producing videos for AGL's Corporate Community strategy - great stuff.

On Friday 6th March I was fortunate to be invited as a "DragonFly" for the NRL St George Dragons 2009 Season Launch.

Moving away from the traditional Season Launch and to focus on the Dragons’ commitment to community, Dragons staff, players, Immortals, Corporate Partners and key stakeholders came together to create a “perfect day” for the local community to officially launch their 2009 season.

Note: I'm sure there are a few other clubs who now congratulate the Dragons!

The theme for the Dragons 2009 launch was a “Perfect Day” based on a quote from a famous NBA Basketball Hall of Fame Coach and Player, John Wooden

“You can’t live a perfect day without doing something for someone who can never repay you” John Wooden, Basketball Hall of Fame (Coach and Player)

The Event was put together by my good friends Monique McDonald from Creative Stars Event Management www.creativestars.com.au and Louise Weaver Corporate Conscience www.corporateconscience.com.au.

I personally congratulate St George Dragons for their great vision (even if I am a one eyed Cronulla Sharks Supporter).

Well done - a perfect day!