Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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The Transmitters

Over the past three weeks I’ve had the chance to meet with a number of CMOs. What’s interesting isn’t that they are all doing social, but rather that what they think they are doing actually isn’t social.

At first glance its all very hip and cool. The campaigns are creative. They’ve got Pininterest, Facebook, Twitter, and Linked-in cooking. rAnd yeah, they are seducing plenty of followers along the way. But here’s the rub. The fact you are doing all this in social media doesn’t mean you are doing social.

The missing ingredient is real engagement. Not just followers following. Not just viewers viewing.

What they aren’t orchestrating is the conversation that engages consumers up front, and gives them a reason to come back. In fact, there is little thought as to why they might come back and what they might do when they get there. There is little look at how information is really being shared. The majority of links are still shared via good old email, for instance. But because most don’t ahve a formal listening program, they don’t know.

And there is little consideration for the real difference between Facebook and Twitter. Where Facebook is a massive walled garden for social expression, Twitter drives the sharing of signals across the open web – it captures moments and is a critical news feed.

Advertising is a shallow art. Social isn’t. The real measure is depth of conversations over time. Bathing in the shallows is easy. It might buy you some transactional sales. But what it won’t do is build you a vibrant community sustained by vibrant conversations.

The trick is to make the switch from the measures of effective transmission to measures of effective participation.

Speak Up — Add Your Thoughts

Connections

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