Ideas are fragile. They often start powerless. They’re barely there, so easy to ignore or skip or miss.
There are two things in this world that take no skill: 1. Spending other people’s money and 2. Dismissing an idea.
Dismissing an idea is so easy because it doesn’t involve any work. You can scoff at it. You can ignore it. You can puff some smoke at it. That’s easy. The hard thing to do is protect it, think about it, let it marinate, explore it, riff on it, and try it. The right idea could start out life as the wrong idea.
So next time you hear something, or someone, talk about an idea, pitch an idea, or suggest an idea, give it five minutes.
This is so well worth the (ha!) five minutes it takes to read. I live with this issue every day, and i'm on both sides of it.
It's really a reminder to be mindful, to listen, and process before publishing.
A large amount of the early discussion on the changes announced at the Facebook Marketing Conference has been around the redesigned Pages. However, the new product offerings announced may in fact have a larger impact on engagement with and reach of branded content on Facebook.
Great post summarizing changes at FB. Thanks Nathan!
(note: this is an incomplete post. Theres lots more to explore here, so i'll need to come back to this one)
Most brands that are heavily active in social media have already discovered just how important content is to their marketing. More and more, brands need to act like publishers in order to keep their fans/followers and close community active and thriving as well as to keep their marketers learning. this flow of "constant content" can be significant burden for marketers, but if done well, the "constant content" can also be an amazing source of insights and ideas (i'll cover that in another post sometime)Note: i'm not going to wade into the discussion of "content marketing", which seems like a neologism for "marketing" and a phrase that seems highly correlated to SEO guys and social media "experts".
But, how do marketers make that shift? For many of the larger CPG companies, the demand for constant content is especially hard, as their whole organizations are designed for maximum efficiency, and social media publishing runs completely counter to efficiency. Just as importantly, most larger CPG's are highly leveraged, staff-wise, relying heavily on their agencies partners. And, guess what: This is another job traditional agencies are not ready for.
Ambitious agencies will build content studios as separate businesses to help their clients ease into the publishing stream. They'll design around user stories like these:
- Client needs a 100 word blog post from the ad shoot. Needs it to cost less than 200 dollars.
- Client is very happy with the content project they completed for 10K, where we delivered 4 1 minute videos and supporting blog, twitter, and facebook posts over the course of 2 months.
They'll focus on solving a significant executional problem with superb efficiency and, at the same time, bringing the best creative makers to the projects. That operational double-play is what clients will pay for.
Here's how to do it.
- Set it up as a separate P&L. The cost structures, the salaries, the working model are going to be completely different than your standard business. For instance, large agencies can't show up to a meeting for less than $5K. In a content studio model, you should be able to deliver 3 or 4 projects for that.
- Hire lean. You probably only need a couple people, not a full staff of creators. With so many ad-hoc project creators out there, you can work with freelancers for almost everything you need.
- Hire two key roles: A project manager and a talent coordinator. The project manager works with the clients (or your normal account people) to define the projects and deliverables. The talent coordinator works her network of writers, bloggers, photographers, video experts, makers etc to find the right people for the job. Then, both work together to package up the cost & timeline for the clients.
- Focus on fast turn, low complexity projects with "good enough" output – Not every post is going to be gold. Not every video should aspire to win awards. Sometimes, brands just need good content to flow out: Blog posts, social media content (twitter updates, facebook posts, curated experiences, etc.).
- Avoid the urge for to go for the "Big Idea" – Keep it super simple. Work through the deliverables fast. Focus your "big idea" efforts on the main part of your business, not the content studio. The studio is all about executions, not huge ideas.
- Charge for the deliverables, but not too much – Avoid the urge to charge regular agency production costs for this content. These aren't ads and they are not "broadcast quality" so to speak. It shouldn't take as long to create, it shouldn't require as much polish.
- Work with the best talent you can possibly find, especially the ones that don't work in your office – Avoid the urge to utilize the extra capacity of your production bench. Seriously. Go find the exciting, cool makers out there, the designer in Montivideo who has awesome skills, the videographer in Copenhagen that did that cool short you like so much. your client will be happier, you'll have more fun, and your network will expand. If you have your junior production artist do the work, your client will be pissed that a) you haven't searched for someone new and b) that person isn't working on your other project and c) that you're double charging them.
- Avoid the term "Content Strategy" – Amitious agencies have presumably helped the client figure out who they are, what they believe in, what they make, and how they want to communicate that. So, the content should fall right out of those other strategies.
There are a number of agencies already pursuing this model, and some are completely organized around it already. Should be interesting to see how innovation flowers here.
Any examples of companies or agencies doing this especially well?
I would like to start one of these here in Twin Cities.
The right business culture doesn’t require a cult atmosphere, but it does require a disdain for concepts like conventional wisdom and status quo. It does have to be built around ideals, employee permission to be creative, and something other than just making profit.
Kind of obvious, and there will only be one apple, but this is worth quick scan. I think the part about avoiding the status quo is critical, but much harder than it sounds, especially when the corporate culture is very distinct and based on being a "winner" for generations. Just saying…
My data scientist friends tell me that machine learning has come a long way in recent years, and that the algorithms, tools, and techniques are much better than they were even a decade ago. This implies that it’s a young person’s field (and the crowd at Strata certainly bore that conclusion out). It also implies that large incumbent companies like Allstate might not be too good at it yet, and that the models they use would be considered old school by today’s data scientists.
Big data, big opportunity. Bring on Hadoop!
Bain spent his first few months at Twitter outside the office, meeting with ad agencies and advertisers and listening to what they wanted from Twitter. He visited 140 chief marketing officers in 140 days, sometimes with Costolo in tow. (Get it? Tweets max out at 140 characters.) One of Bain’s slides showed the path not taken: a clean Twitter website under assault from banner ads hawking lotion, handbags, and cell phones, which descend onto the page amid dramatic clouds of virtual smoke.
I've met the team from Twitter a couple times and they are legit. Their product has a ways to go, but there are smart, ethical, value-focused people on the job over there.