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- Google and P&GNovember 24 2008
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I’m sure most of you saw the front page WSJ article last week about Google and P&G. This is of great interest to me because it gets to the heart of one of my underlying hypotheses about why digital advertising will continue to grow at the expense of other media.
Right now brand marketers are way under-invested in digital marketing. All you have to do is see the chart below. TV has less than 20% of the time but 44% of the spending. Marketers are over invested in traditional media as compared to time spent there.
Sources: TNS Media Intelligence & Forrester Research
This has to change. The challenge, as I have learned from several of our client CMO’s is that it is really hard to spend money on digital, while it is relatively easy to shovel it out the door on 30 sec. TV spots.
We (agencies, researchers, etc.) need to work a lot harder to bring ideas to our clients on how to spend money and leverage programs via digital channels. As John Bell famously asks, if I spend another $100k on social media, what do I get?
TO’B
- Potbelly’s Evanston Loves USNovember 20 2008
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Turns out we are a key account for Potbelly’s in Evanston. They are right across the street from MotiveQuest World Headquarters and Tish makes a cookie run almost every afternoon. (Not to mention all the sandwiches!)
Yesterday Tish went over for a sandwich and they said “thank goodness you’re here – we just tried to deliver this box full of warm chocolate chip oatmeal cookies but we couldn’t figure out how to get up to your office” Tish came back to the office not only with her sandwich, but with a box full of warm cookies of the office.They can count MotiveQuest as a Key Account for life!
TO’B
- 5 Things about Social MediaNovember 10 2008
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I had a call with a client today. They are a huge, global company, and we have been doing brand tracking & analysis for them for several years.
They have a newly formed social media team, and I had a call with them today. I thought their questions (and my answers) might be relevant to others as well. Here is my follow-up email:
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It was great to talk to you and your team just now. You have a big (and exciting) job ahead; here are my thoughts.
- Social media is about human scale engagement – not technology
- SM is about relationships, not campaigns. Plan accordingly
- SM cuts across silos. It will involve marketing, product, customer service and legal (at least). Doing it well will require C level approval AND support.
- Success in SM requires putting the community’s motivations first. This is very hard for most companies to grasp. It is not about selling something, but about getting people to love you so they will do more business with you. A subtle, but important distinction. Put the community’s motivations first.
- Successful SM will connect to something people are already passionate about. Figure out what it is first.
- Social media is about human scale engagement – not technology
- We’re Calling It - Obama 53%, McCain 46%November 4 2008
- Sara Palin & SNL: Josh Bernoff has Questions . . . .October 23 2008
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We sent out an email blast last week about our BrandAdvocacy ‘08 website and got some questions back from Josh Bernoff at Forrester (blogging here).
Here are his questions – and our answers. (By the way, Josh’s questions were pretty representative of the questions we are getting from everyone.)
1. Is there a bias in people who create or react to content online towards the democratic and liberal candidates?
- First, if you look at the trend data on Brandadvocay08 it is clear that sometimes Obama has led and sometimes McCain has led, so on a very simple level this does not seem to be true.
- Second, when we created the dataset we were careful to create a representative dataset of both ordinary people and political commentators. For example on the site we have links to one of each for Democrats http://www.topix.com/forum/us/democrat and for Republicans http://www.topix.com/forum/us/republican. We found that there are plenty of Republicans who are online also.
- In addition we can look at the underlying constant of regression the CNN Poll of Polls and Obama’s Onlin
- First, if you look at the trend data on Brandadvocay08 it is clear that sometimes Obama has led and sometimes McCain has led, so on a very simple level this does not seem to be true.
