#0 retweets: Things I hate about digital advertising By Michael Goldstein strategist, nyc @mickeyg77
Dec 21, 2014
#0 retweets: Things I hate about digital advertising
By Michael Goldstein strategist, nyc
@mickeyg77
Since when did‘how’ become
more important than‘what’
WHY DID AN OBSESSION WITH THE SPREAD OF A MESSAGE OVERTAKE THE
MESSAGE ITSELF?
why do people think that social media platforms are magic
tricks to get people to love your brand?
WHY are people treating Platforms like a
message not a medium ?
They are just platforms.
Without great content, they are nothing.
Everyone got really excited over this tweet...
Many thought that if their brand joined a conversation in a timely
manner they would be able to influence further conversation
and drive brand love.
WRONG.
.
wOULD YOUR FRIENDS LOVE TO TALK ABOUT THEIR WEEKEND ANTICS WITH YOUR NANNA IF SHE WANTED TO
CHAT AT THE RIGHT TIME?
wOULD YOU talk to your high school teacher about the time you lost your virginity if he asked STRAIGHT away?!
Would you talk to a stranger about your darkest secrets ?
PROBABLY NOT!
But your nanna, a teacher and even a stranger can all offer valuable conversation.......
.........IT just has to be RELEVANT
Breaking down brand relevancy
It comes down to three cs:
Content
Context
conversation
Quick note! I define online conversation as the relevant intersection of context and content.
RELEVANCY
content context
CONVERSATION
how did the famous Superbowl tweet use the 3 C’s?
THEY HAD GREAT CONTENT. (powered by the BRAND LOVE for Oreo) THE APPROPRIATE CONTEXT. (THE SUPERBOWL BLACKOUT) And AUTHENTIC CONVERSATION. (the relevant intersection of context and content)
The lesson from Oreo’s Superbowl tweet should have been about how brands can use their personality to comment in a relevant fashion on current events.
INSTEAD, EVERYONE BECAME OBSESSED WITH THE TIMING OF brand TWEETS, NOT THE CONTENT OF TWEETS!
They even came up with a brand new buzzword: ‘REAL TIME MARKETING’
‘REAL TIME MARKETING’ did not go too well
Time for a
Truth bomb.
JUST BECAUSE YOU join a conversation, even in ‘real time’DOES NOT MEAN
PEOPLE VAlUE WHAT YOU HAVE TO SAY.
Another way brands try to spread weak messages is through incentivized word of mouth,
or worse, a beg for retweets or other forms of engagement.
An incentivized piece of content is not only inauthentic..... It is advocacy prostitution !
advocacy prostitution.
Just because you give someone monetary incentive to engage with you does not mean they genuinely enjoy that engagement.....
Strong communication will always gain momentum,
regardless of platforms.
“Chuck another shrimp
on the barbie” hit an infectious cultural
friction that is a part of pop culture today.
HOW MANY ReTweetS DID IT GET?
0 ReTweetS.
0 retweets.
0 retweets.
0 retweets.
0 retweets.
0 retweets.
INFECTIOUS CONTENT IS NOT CREATED JUST THROUGH CLEVER USE OF PLATFORMS. iNFECTIOUS CONTENT IS CREATED BY INFECTIOUS CONTENT.
Thank you!
Any thoughts or feedback tweet @mickeyg77
chuck another email on the internet ‒