This morning I made a comment on a blog that resulted in some strange and beautiful private dialogue. First, here's the blog.
For those who don't know them, Wray Ward owns 'advertising' in Charlotte. Sure, there are a couple of other agencies that bill MANY tens of millions annually, but WW is pretty much synonymous with advertising in Charlotte. That's all I know about them. I once interviewed there, but nothing ever came from it. Which is cool in retrospect. A good decision.
Wray Ward was also a very important sponsor for Social Fresh here in Charlotte, and they did an outstanding job. My comment on the blog was made purely as a professional observation in a public forum – which is the essence of Social Media. I don't think you can bucket the breadth of Social Media (or Social Marketing as it's referred to in the video) into a two-minute video. And I definitely don't think that the same thinking that goes into traditional marketing (driving sales) is nearly as important today as driving trust between a brand and its audience.
Right or wrong, I left my comment. By virtue of my submitting a comment in public, I am more than happy to engage in public a public debate via the blog. This kind of transparent discourse is one of the things that makes Social Media such a revelation. The best ideas and arguments win. Big Brands no longer own the conversation. Which is also to say that a conservative/traditional approach to communications doesn't really apply as much today – as we scramble to figure out how to harness this awesome new forum. Only, it's unharnessable. It's give and take. Besides, is there some rule that I missed that states we all have to be agreeable in public forums? No, there's not – I looked.
Getting back to the point of this post – I was warned by more than a few people that my comment on the SoFresh blog above could result in some kind of backlash from Wray Ward. No, really – backlash. Without getting into specifics (and for fear of incidental libel – which indeed could result in some serious backlash), let me just say to all the people who warned me – we're cool. I stand behind my comment and don't really fear much of anything. That being said, if something really weird happens to me soon – you guys know what to do. ;)
And for the record, my shop is teensy. But we've been virtual since before virtual was cool. Google virtual ad agency and we show up on the first page (w/o paying for it). For now it does, anyway.
To the benevolent folks at Wray Ward – keep up the good work. You set a standard by which the rest of us measure ourselves.
Jim is a father, husband, copywriter and founder of a teensy virtual ad agency called smashcommunications. You can find him on Twitter @smashadv
Nathan Richie
Sep 3, 2009
Jim –
Always the antagonist aren’t you. That’s what makes you so fun to watch and engage with.
The only point I’ll make as a long time marketing and sales guy is…you’re kidding yourself if you only subscribe to the kool-aid drinking hugfest I run tino among some Social Media folk that believe this big shift is only about just getting along, being authentic and building trust.
You know full well the reason companies want that trust and conversation, and agencies like Wray Ward are eager to integrate it into marketing plans for advertisers is….SALES. End of story. Otherwise, what’s the existence of a company and value of it’s brand for?
Nathan Richie
NR Creative Group
Jim Mitchem
Sep 3, 2009
Your’e right Nathan. I have no idea what I’m talking about. And telephones are so passé.
Vinyl_mike
Sep 3, 2009
The business of America is business, which means sales of products and services is paramount. There is no denying that.
Where I think you(and me) and the rest of the world differ is how we achieve that.
Public relations, while not a sales tool, can be. When we see commercials for “clean coal power plants”, when we see how a paper mill is investing in the environment, whenever the PR department make sure the public knows what good things they do that aren’t related to the bottom line, the goal is not only to put “warm fuzzies” in our hearts, it’s to make sure the next time we buy one of those products/services, we consider them.
Which affects their bottom line.
If you’re “selling” Social Media to companies, you need to show them how it affects their bottom line. Otherwise, they won’t get it.
I know “sales” are a necessary evil.. but I prefer your way. Opening up, accountability, honesty. Nude for all the world to see…and not embarrased at all.
The rules are not yet set in stone, and may never be. Web 2.0 will give way to the next thing, and the next. We cannot sit still and do it the way it’s been done becuase it worked once. There are new ways to do it, better ways. Let’s look for them.
I’m with you. This is the Tao of the electronic age, it cannot be defined. It’s a full throttle free-for all. Don’t like the conversation? Change it! Don’t like how something works? Do it differently. The Social media that can be told is not the eternal social media. It’s Myspace.
Jim Mitchem
Sep 3, 2009
There’s an old parable that too many people have forgotten – “The customer is always right.” I think that went out when they stopped saying “Welcome to McDonalds, how can I help you?” (which was drilled into my head as a pimply faced 16 year old)
Of *course* traditional marketing techniques are relevant in Social Media. But my point was that the video kind of bucketed Social Media into a traditional marketing approach, utilizing the medium, but not really the idea.
The word ‘engage’ is thrown around too loosely in Social Media. Why? Because it’s not new. Traditionally speaking, when we write television ads, we’re looking to engage the audience. You engage by telling people something. That’s not what it means any more. It means reaching across traditional lines to ask your customers how you can help them. What you can do better. What kinds of things they’d like to see from you. It’s a sincere dialogue that starts and ends with the idea of interaction that goes beyond a nice flash website. And right now – there are too few people in business who ‘get’ this approach. And I’m not saying I do either – I’m just here learning like everyone else. But I’ll tell you this, throwing out a few links every day in digital media isn’t the best use of the medium.
We’re all learning this. Yes, we take what we know and put it to use here, but I sincerely believe that there’s a cultural shift taking place right under our feet that returns the customer to their rightful place in the food chain – at the top.
Molly Cantrell-Kraig
Sep 3, 2009
Instead of “most importantly drive sales,” [from the Wray Ward video] I think a more elegant way to connect the dots would have been to say, “…and in the process, drive sales.” Certainly, customer engagement helps in creating products which are ultimately purchased by consumers. The emerging symbiotic relationship generated by social media/marketing is an organic, evolving tool which will help companies respond to those to whom they wish to market/sell more effectively. It is an interesting chicken and egg combo which defies easy description.
Jennifer Appleyby
Sep 3, 2009
And I was convinced the only comments we would receive regarding our video was how incredibly bad the talent was…(my apologies to all, by the way). I appreciate any and all comments and feedback regarding the video and our agency because we think it’s a great way to learn and improve.
My language around the topic was purposely simple and probably explains why I wasn’t asked to be the Keynote speaker at the event. Luckily, we have incredibly bright and talented folks here at Wray Ward who can speak the language much more eloquently than I can and are helping interpret what it all means for our customers.
We certainly don’t claim to have all of the answers but do know that the bottom line for our customers, many whom are national brands, will be how we can help them use social media tools as a part of their overall marketing mix to (ultimately) move the needle. We also feel extremely proud and positive about our financial investment as a premium sponsor of the SoFresh Conference so everyone in our community can continue to learn more.
Jim Mitchem
Sep 3, 2009
Haha – I intentionally took it easy on the talent Jennifer. 😉 As I said in my follow up tweet this morning, I completely admire you for taking a leadership role in terms of how Social Media integrates with what we think of as traditional advertising. It takes chutzpah to publicly step out into this murky (but brilliant) realm. As the local leader in marketing/advertising however, it’s somewhat expected that you take this leap of faith.
And yes, obviously all forms of marketing point back to a financial goal. It’s how we use this amazing new medium that intrigues me most – because it puts the customer in a far more important role within the dialogue. But still, the riddle we’re all trying to solve is ROI. And maybe that metric is the most relevant aspect of traditional marketing that applies directly to Social Media? Because it sure ain’t the same as making billboards or buying real estate in the newspaper.
In case it wasn’t clear from my comment on the SoFresh blog, I thought you guys did a *great* job at the event. In fact, we used your oranges as the prop for the image in this post: http://tinyurl.com/ng8k9f – Thanks.
93octane / Lyell E. Petersen
Nov 19, 2009
ROI, but I didn’t say it.
93octane / Lyell E. Petersen
Nov 19, 2009
You might want to consider deleting http://twitter.com/jenniferappleby … that is unless you MEANT to follow @PornParadise.
93octane / Lyell E. Petersen
Nov 19, 2009
Heading out to another kool-aid drinking hugfest. BRB.
My novel – Minor King
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