A note for all who weren’t able to attend Wednesday’s Ninemsn Digital Summit this week…
Ninemsn’s digital summit on Wednesday brought with it its annual plethora of interesting speakers, including Rob Campbell Head of Planning W&K, Shubu Mitra, Director Connections Planning Effectiveness and Productivity, Coca Cola, Jeff Benjamin CCO Crispin Porter and Bogusky and Jeffrey Cole who we were lucky enough to hear at MediaCom today.
A lot of Do’s were said about digital but importantly this year there seemed to be a lot of Don’ts too as the world and its marketing people become almost obsessed with ‘doing cool digital shit’ and lose sight of why they are doing what they are doing and the problem at the heart of the business issue. Arguably the shiny world of digital and the towering sequoia of social media cloud our focus and vision of the wood. We really need to think about how digital can solve the problem, not ‘just do it’.
Bake digital in. So. Ask ‘how can digital address the problem?’ and look broader than just consumption habits (If JK Rowling had observed reading habits her book would have been a page long).
A lot was said obviously over the course of the eight hours but a few topline thoughts resonated most strongly for me:
- Don’t confuse quantifiable data with effectiveness, just because we have results doesn’t mean it’s right.
- Be meaningful not sociable. If you say to a client you’ll have 10,000 nutcases liking you on Facebook it’s not entirely the greatest desired outcome look at Lionel Ritchie’s clay head on FB with 10,000 fans.Stand for something.
- Be culturally provocative. Nail a tension point in people’s lives... The Whopper Sacrifice. Great communication is arguably emotionally led. And a sub point but almost a point in itself - Create culture not technology.
- There was some nice stuff from Coca Cola who have established a strategic approach for marketing communications called "Liquid and Linked". Everything Coca-Cola does will be both "liquid" and "linked" as the company tries to forge ever-deeper connections with consumers.
"Liquid and Linked" is a strategy that places a new emphasis on dynamic storytelling to connect with people across multiple connection points.
http://www.youtube.com/watch?v=DTGqub4sLZI
Their 70/20/10 model is an interesting one, committing 70% to low risk content, 20% in innovating in what they know works and 10% on high risk ideas which might fail.
A few obvious ones but none the less worth hearing:
- Without insight we have nothing.
- Your first 15% is your first 90%. A lot of the time you get the crux of the campaign or solution in the first 15%, the rest is just tweaking
And I just like this..
http://socialtimes.com/jell-o-jiggle-it-dancing-jell-o-on-iphones-ipads_b80602
Emily Fairhead-Keen
Glad you liked the day, I found it really interesting - but can I ask whether what we changed any opinions or was it simply preaching to the converted?
Posted by: Rob | 22 November 2011 at 05:27 PM