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  • The digital citizen 4:28 pm on October 22, 2009 Permalink | Reply
    Tags: ROI,   

    ROI from socia media 

    Excellent presentation on proving the accountability of social media.


  • The digital citizen 2:39 pm on October 20, 2009 Permalink | Reply
    Tags: app, iphone,   

    Mobile gives you peace of mind 

    I moved into my new flat on Saturday. Although nothing can beat the excitement of finally moving into my own flat, the area is totally new to me and as I result I often find my self lost.

    iPhone application “London Bus” came to my rescue! Simple to use, finds within seconds my current position. As it is integrated with Transport for London, the app is quick in suggesting ways to get to my destination.

    For £0.59 I did not just buy another iPhone app. I bought some peace of mind.

    london bus

                                                                   *Picture “borrowed” from Malcolm Barclay, the app developer


  • The digital citizen 11:58 pm on October 15, 2009 Permalink | Reply
    Tags: funny, media agency   

    Media buyer vs media owner 

    We divert our calls to voicemail every Monday morning. We ignore emails. Often we are rude and we have a good reason for this. We are the media agency people and they are the media sales reps (usually representing small sales houses).

    This video give an insight into the media buyer – media owner relationship. Enjoy!


  • The digital citizen 10:08 pm on October 13, 2009 Permalink | Reply
    Tags: , ,   

    This is social 


    Web 2.0 has caused a great cultural swift in the way people communicate. It allowed people to express themselves among their friends and in communities of like minded people that quite often are far to reach offline.

    Some fanatical opponents of social media claim that they are only here until the next big thing arrives, failing to see that the next big thing will also be a social platform. Why? Because so far new technologies and designs have been changing trends but changing a whole culture may take a long time or may just not happen at all.

    What I find amazing when it comes to social media is that they do not depend on the interests of larger corporations to boom or collapse but on the people who will either embrace or reject them. And it is not the marketing or media agencies that define their future, based on advertising solutions available but the public who will decide whether a new social platform is here to stay.

    Social media have rudely entered the media landscape to help people communicate. Facebook started as a Harvard versions of Hot or Not and Twitter as a “daylong brainstorming session” board members at Odeo express their creativity, meaning that they are here to stay because they fill a need for expression. The reasoning behind their huge success is their usefulness, being that breaking communication barriers or real time search and news.

    Social media are giving people opportunities to be part of something bigger. To be happy together and protest together. To hear the news faster and comment on them. But most of all to be heard without having to shout. More like…to be appreciated. This is social.

    • bezalel 12:06 am on October 15, 2009 Permalink | Reply

      Ok… Social media have a harmonizing effect on some people. (Including you!) I love optimism! Being optimistic by nature, I’m glad I live in the age of social media, the age of optimism! 🙂 This… digital landscape is in its greater surface, unexplored and what what we call “society of information” is still defining its scope and capacity and foundation. Social media is still new. That’s why it emerges free from prejudices of the “living” society. And its limitations. Now, social media draws people into participating, even profit-sharing harmony. Can we, should we talk about perspectives? I see a concrete wall in a near future. Life.

  • The digital citizen 3:32 pm on September 28, 2009 Permalink | Reply

    The future of Outdoor…. 

    lies in innovation. And I don’t mean technological advances here. Outdoor has a major advantage over all media: It can be relevant to all natural circumstances at all times.
    Sydney, Australia, was recently covered by an orange dust, a phainomenon residents and scientists had never seen before, causing, among other effects, sore eyes.
    Visine Dry Eye Relief saw the opportunity: they stenciled the Visine logo on pavements, shop windows and cars, promoting the product as the solution to the soreness caused by the mysterious orange dust:

  • The digital citizen 10:41 am on September 23, 2009 Permalink | Reply
    Tags: Digital PR, , flickr, myspace, online advertising, ,   

    Social Media campaigns: Whose job is it? 

    A war has started in media land. Who is going to own the digital PR space?

    By digital PR I mean social media campaigns that incorporate the creation of content, organisation of events etc on social platforms, such as Facebook, Twitter, MySpace or Flickr.

    Unlike most wars, this is a 3 way war, the parties being:

    • Traditional PR agencies
    • Digital departments of traditional media buying and planning agencies and
    • Digital creative agencies

    They all claim that this space belongs to them.

    PR agencies claim de facto rights, although they have, so far, failed to show exactly why they should be responsible for digital PR campaigns, other than they are PR agencies. Replicating offline campaign will not work with online and a better understanding of the power of social media is required, which I am not convinced that PR agencies have. Firstly an online press release will not work, it is not engaging enough, in fact it seems patronising within the social media environments, where dialogue is key. Secondly, when it comes to online, you need to be ready for the public’s reaction; this means that the responsibles for these campaign have got to be able to move swiftly towards any directions required by the users, being ready to respond to a great or a not that great public reaction. A great degree of proactiveness but a greater degree or reactiveness is requires when dealing with social media which I am not convinced the traditional PR agencies possess yet.

    Digital departments within media agencies were the first to test advertising, albeit display, on social media. They were the first to understand the importance of some sort of social media presence for their clients. There is no doubt that they have been great contributors to the growth of social media.

    However there is a clash between social media campaigns and what media agencies are employed to deliver to their clients, which is return on investment (ROI). The objective of dvertising is to sell. Social media should not and cannot be used as sales platforms. The results of advertising are scalable, social media are not.

    Also media agencies are strustured in such a way that the planning floors have got the last word on the budget splits. As it is rare to find planners with a sufficient understanding of social media, most of the money still go to TV and press.

    Finally, social media need a long term commitment, not budget coming out of a campaign PO. As long as social media is seeing as part of a campaign only, instead of a stand alone project which aims at engaging the brand with the consumers, clients will not be able to see their real potential.

    Having said that, some media agencies forsaw the growth of social media, creating relevant departments and employing passionate social media strategists. These agencies have got a good chance of winning this war, as long as their agencies understand that they cannot treat these departments the same way they treat their display planning and buying media teams.

    The last contenter in this war are digital creative agencies. Creative agencies need social media campaign ownership, as they predict that the need for display banners will decrease in the future, making digital PR a new source of income for them. However, there is a cultural clash between social media and creative agencies. Web designers tend to focus on how their creations look rather than engagement. Social media campaigns often do not require any creative at all. Creative agencies often fail to build websites that make the customer journey quicker and more pleasant; often they fail to reflect the brand’s culture with their creative executions. How can they be expected to draft social media strategies designed to listen to the consumer and to reflect the values and culture of the brand?

    If I could place a bet, I would put my money on full service digital agencies. There has been a lot of doubt on whether the niche digital agencies can survive at a time that clients consolidate their accounts to save money. Full service digital agencies can offer client teams that consist of creative, PR and media people that can work closely to each other to ensure the utmost consistency in their campaigns. They have a clearer picture of the effect of one medium on the other which puts them in a better position to draft future strategies.

    This is a great chance for the underdog to shine!

  • The digital citizen 11:09 pm on September 22, 2009 Permalink | Reply
    Tags: service, , strategy   

    Social media is King but it is not God 

    Have you ever thought that Dell, Whole Foods and all those great examples of social media campaign implementation have a very important thing in common: Great Customer Service?

    It takes time and patience for your social media campaign to drive the anticipated engagement with your audience, but only a moment for your bad, rude, uneducated customer service assistant to reap everything you so patiently sown.

    So before employing a social media guru or expert for your social media strategy, invest the necessary time and effort in improving your product and service. Once this is done, add a lot of honesty, proactivity and expertise and you are guaranteed that you have solid grounds to build a social profile that people will trust. And as you will learn in the process, no social media guru can engage better with your audience, as no one knows your product and your audience better than you do. People want to engage with the real you and not with a strategy.

    Here is a great presentation on why a social media strategy (alone) will not save you. Enjoy and comment.

  • The digital citizen 7:54 pm on September 19, 2009 Permalink | Reply
    Tags: online creative   

    Online Creative: Beauty is not enough 

    Recently I attended a series of meetings with online creative agencies to discuss creative executions for my upcoming campaigns. It occurred to me that the term “beautiful” to describe creative has come back to fashion. Phrases such as “beautifully showcasing the product”, “beautiful inspirational creative” etc were thrown into the conversation by the creative agency trendies making me wonder: when did beautiful become so important for creative? Are we still in 2001?

    Clearly we are not in 2001. But in the years since then online has changed, as online adverts lost their appeal and social media created a new demand among people, that demand being communication. However, some creative agencies have found themselves unprepared for this social revolution, promoting design over strategy, to make up for their lack of forward thinking.

    This school of creativity is also helped by the fact that not all clients are comfortable engaging in dialogue with the consumers, giving online display a new lease of life.

    So when online adverts are necessary, in order to make sure that they fulfill their role, they should answer the following questions:

    Does the creative represent the brand values? Is it is line with the brand vision?

    Does the creative showcase the product benefits ? In an honest and simple way?

    Why will the user want to interact with the creative?

    What will the user do after interacting with the creative?

    But remember: beautiful is subjective. It is an opinion, not a fact. Also is it decreasingly relevant nowdays and soon it won’t be relevant at all.

  • The digital citizen 5:35 pm on September 12, 2009 Permalink | Reply
    Tags: Content, , Technorati   

    Original Content? 

    Thechnorati announced that it will start producing original content from next month.

    Technorati claims that this is a great opportunity for writers to get exposure, whilst the site is entering a new area of sharing content and of rewarding contributors for it.

    Many bloggers, new and experienced, will seize this opportunity and some great writers are soon to get the credit they deserve.

    But how original can this content realistically be? And if it is original, what impact could this move have on Technorati’s reputation?

    The answer to the first question is clear. Content cannot be fully original, because any site and especially one of the size of Technorati, has a social obligation and an obligation towards its users to respect the rules of journalism. Therefore, before published, the content will have to be checked not only for insulting or politically incorrect material but also for the the accuracy of any data given and sources quoted, for the site to preserve its credibility. Which brings me to my second questions.

    Robert Preston’s blog is my trusted source of information for business news, whereas for film reviews I choose Time Out. In the same sense, Technorati is a trusted source of information, learned opinion and analysis for its users. Their credibility was gained over the years by consistency, unbiased opinion and quality writing. Publishing original content on Technorati might have a negative impact on its credibility, with its users turning away from a site written by amateurs.

    As we are already seeing the impact of the revolution brought by social media, businesses (and Technorati is a business) should ask: where do we draw the line between quality and quantity? Between professional and amateur? Expert and having a interest?Business sustainable and unsustainable?

    But then…these are questions that only the public can answer, with its reaction to the content of the new contributors. And the public, albeit strict, is always fair.

  • The digital citizen 1:36 pm on September 6, 2009 Permalink | Reply
    Tags: Business,   

    Business is people. Social media is people. Social media is business. 

    The man is a social animal, Aristotle said.

    For a business to flourish you need people. People to buy your product.

    Social media boomed because they offered an easy, fun and FREE way of communication. (They also offered freedom of speech)

    Businesses should engage with social media to be heard. This is where the people go. And they should do so democratically, by way of dialogue.

    We have entered the economy of social. Let the numbers speak:

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