It’s all zeros and ones, it’s just a different context
Context matters, a great deal
Marcus Collins SVP, Executive Director of Social Engagement at Doner Advertising, had a really interesting session called “Location, Location, Location”. The frame – that is the context or environment has a big impact on what we do, what we say, and how we consume.
He talked about the dynamics of different environments and how we as marketers can use this dynamic and change/disrupt human behavior, called ‘behavior adaption’. It’s all about understanding the basics of people and then seeing where you can tap into with your brand. For example, the case: Tweeting pot-holes.
When we understand the environmental conditions, such as semiotic, placement and the nuances within the culture we can manipulate them to our desired outcome, just as VW did.
If we understand people and the context of their environment, then we can shift the conditions of the environment to produce a desired outcome.
Businesses that want to create success in Social Media must understand their consumer’s social needs.
Lars Silberbauer, LEGO’s social media guru, talked about how their road to success which is built on the identification and understanding of people’s needs. LEGO’s insights and definition of their target audience needs, was set up as two pillars: building together and the pride of creation. The learnings from that session is how their communication and media strategy tap into that understanding. By building a diverse social media team with different backgrounds who not necessarily are the best on a specific division of social media but understands the value of adapt to their audience needs (crowd funding etc.).
Another key factor for success according to Lars is that one agency (or division within their team) are focusing on the whole chain of social, i.e. paid, owned, earned. He puts it like this “you can’t be efficient by having someone making the creative assets and another one putting paid behind it, it need to be the same team or agency”. Which is an interesting thought.
On the session about new media, they talked about their advantage of no old media legacy and therefore all the possibilities to be agile. However, all of the new media seems to be in the hands of Facebook, Google and Linkedin and very dependent on their platform. That’s what summarizes the session with modern media groups such as Fuck Jerry Media and The Muse. Consumer’s behavior drives the new media owners to build a structure of snackable short pieces of content that fights the short attention span. However shorter doesn’t need to be equal with lower quality as many traditional publishers and brands tends to see it. It’s just another way to tell the same story.
- Understanding people and the context of their environment is key to succeed in adaptive marketing. To be agile you need to build insights and structure a plan.
- In order to be successful with your social media marketing you need to have a plan and an organization that understands the consumer’s needs within that platform.
- New media has the advantage in their structure that allows them to be agile. On the flip side they are dependent on social media algorithms which is the ones forcing them to be agile.
Quote of the Day:
“it’s all zeros and ones, it’s just a different context”
MarCus Collins, Doner Advertising on how we changed our behavior depending on the context, for example Linked in & Facebook.
Written by Fredrik Hermelin