After the advent of social, and despite the low internet penetration, the above parameters have increasingly started working in favour of social ‘media’. Of course, there’s always the beginning of the curve when everyone wants in because of the shiny new object syndrome, but I do believe we are crossing that stage now. I still see “let’s do this on social media too” (after the entire campaign has been conceived and produced) or the single slide on social rampant, but that’s also part of the learning curve. As always, some brands are moving faster than others.

We already have brands, internationally, that are experimenting (and successfully) with ideas that are inherently social, and using traditional media for say, additional reach. Just as TV took over from newspapers, it is possible that social will take the seat at the head of the table at some point. It is also possible that it would go the way of digital – relegated to performance campaigns, and belying its potential. That is even more so if social is measured in the same ways as the media before it. However, I think this time the story would be played out differently. But then again, I also think there will be a fragmentation of the brand story, understanding each platform’s nuances, using its inherent strengths, making frameworks that have tailored measurement indices, and in the process, providing a cohesive perspective to the consumer, and cohesive metrics for the brand.

until next time, leaderboards

Disclosure: I work with The Times Group

There was some amount of Twitter buzz a couple of days ago on the article carried in the (city edition) Times about Arindam C’s new book selling a lakh of copies in 10 days. This also appeared in a post at “Don’t trust the Indian media”, in the context of ‘paid-for news’. The post dealt with the TV medium primarily, but also noted that in the coming years, consumption will be not be medium specific.

Like I’ve written before in the context of content marketing, the key factor, irrespective of platform, amidst the changing nature of advertisers, publishers and consumers and the relationships between  them is trust.  In a sense regular advertising is also paid-for news, but its form is such that one immediately knows its paid for. With the influx of advertorials and paid-for news, the lines began to blur fast, with  credibility beginning to suffer.

In an increasingly user generated environment (almost all of social media is just that) advertisers (brands) now have a way to source positive content without paying obscene amounts for it. They can find relevant spokespersons who have their niche, but contextually relevant fan following. Of course, on the flip side, finding them is still a task. But they already have a name for it – ‘social influencer relationship management’ The other point is that even the nature of sharing – blogs/microblogs/statuses are in a constant state of flux. Meanwhile, like Shefaly pointed out in the comments, it is still relatively easy to get away with non-disclosure on the web.

But despite all that, and the fact that I believe in the loop of objective-> idea/strategy-> medium, I’d say that the web is more advanced than other media in terms of content marketing, primarily because user generated content, and discontent, has been an integral part of its evolution. Users, potential users, all talk to each other, and trust evolves. A crowd is involved, conversations happen. Also, with more and more lives being lived with an audience in mind, and people becoming conscious of how they’re perceived online, hopefully it will ‘become too costly to be evil’ (non disclosure)

And that’s why its erm, refreshing, when I see brands making a strategic commitment to the digital space. Pepsi recently junked Super Bowl for the first time in 23 years and has included $20 million in grants for the Pepsi Refresh Project. Some say, its a risk, but to me its about as risky as putting a 30 sec ad that might get trashed. Moreover, its not an isolated thing. I recently read about Pepsi using Foursquare to fund a youth mentoring program called Camp Interactive, which helps youth explore technology and environment. Consistent efforts like this will get them unpaid editorial space and buzz at least in the online space.

Closer home, Nokia is using a digital dominated strategy for N97, in its first 4 months of launch. I liked it because of the reasons stated – “Digital media blends very well with the product features of N97 Mini. Also, the audience to be targeted is all available online.” That sounds like its reasoned out well, though I’d also like to see a similar approach to execution too. There are a couple of things I am hoping for in addition to the obligatory display advertising – that Nokia not make this a short term venture, because though this product might become non priority for them in a few months, the poor sod who bought it will still want to connect with them online. The second hope is that they experiment with content marketing, and go a little beyond the ‘over-the-counter’ blogger outreach stuff.

In the case of Pepsi, its a concept, an idea. In the case of Nokia, they have a product based strategy. In both cases, there is a potential for natural buzz, which to me is the way it should be. Buzz should be a result of a good product/strategy, too many time it IS the strategy, and that is what has caused things like ‘paid-for content’. The bigger hope in all this, of course,  is that an increasing commitment to the evolving digital space will force advertisers and brands to be on the ball, and in that, a better mindset will evolve, one that believes in a two way communication approach, as opposed to blind advertising and paid-for content.

Its interesting that on one hand, networks, brands and individuals are trying to carve out a niche based on trust, using digital media for reach, and on the other hand, we have the news media, the original custodians of trust,  despite guilt , oops,  guild feelings, using their massive reach to push one way communication.

until next time, news making

PS: See you in a fortnight