Results tagged “media” from experiential thoughts
This post owes huge props and credit to David Armano. We had a bit of a twitter conversation the other day around a few of the diagrams he has posted about his use of social media and twitter. You may remember them:
Social Systems
Twitter + Your "Far Outer Circle"
After our conversation I looked over David's diagrams and posts again, and decided to create a usage map template using myself as a guinea pig. The idea behind the hybrid model is that an experience designer or planner could build out a model for each person/profile that they were modeling around. They would then be able to visually present this data in terms of communications priorities and planning as well.
This is a system modeled around my usage. I'm thinking about doing one that includes ALL of my primary media usages, not just social media—the planet rings in non-social media would relate to how that media was shared and with whom. It seems to me that this kind of modeling could really help guide a brand in decision making as to media and creative strategies, tones and types.
Since I've built this upon the inspiration of David, and since I'd love to see what other people do with this model, I'm posting the Illustrator source file as well.
Social Systems
Twitter + Your "Far Outer Circle"
After our conversation I looked over David's diagrams and posts again, and decided to create a usage map template using myself as a guinea pig. The idea behind the hybrid model is that an experience designer or planner could build out a model for each person/profile that they were modeling around. They would then be able to visually present this data in terms of communications priorities and planning as well.
This is a system modeled around my usage. I'm thinking about doing one that includes ALL of my primary media usages, not just social media—the planet rings in non-social media would relate to how that media was shared and with whom. It seems to me that this kind of modeling could really help guide a brand in decision making as to media and creative strategies, tones and types.
Since I've built this upon the inspiration of David, and since I'd love to see what other people do with this model, I'm posting the Illustrator source file as well.
A article in yesterdays NY Times did a great job of illustrating to me the ingrained flaws in the way ad agencies and the people that run them think. Never mind that the article starts out with: "DECADES ago, brewers determined that television commercials were just
about the best way to sell beer..." Decades ago? and that should be relevant still now why? But the thing that really pissed me off was at the end of the article:
The article in full can be read here >>
Even so, Mr. Haven [Jim Haven, co-founder & creative director @ Creature] is demonstrating a fondness for kicking it old school. From all the film shot in Mexico for the online videos, “we cut a couple spots” in 30-second lengths, Mr. Haven said, that could become TV commercials.
“And the music is licensed for air,” he added hopefully.
The article in full can be read here >>
There's finally starting to be a lot of talk in agencies, media companies and marketing consultancies about leveraging data in optimizing campaign effectiveness. Adweek's recent article about the concept reminded me of a concept I've been thinking about on and off for some time now.
What if we not only started leveraging campaign and interaction data to optimize, update and inform creative, but also started leveraging real time market data as well? By this I'm saying -- take the Wall Street model that Adweek references, and incorporate not just the methodology but the data as well. What if your marketing analytics dashboard not only gave you insight into not just what your potential customers were doing within various media, but what related and competitive firms/products were doing in the market? Furthermore, what if you could cross compare online and offline buzz & media trends in regard to your industry/product/consumer mood with which media units were being engaged with? Seems to me like you have a hell of a lot more insight into where you and your company/product/service fit into the current and trending conversation.
Sounds like it could be one heck of a tool to build and make relevant, and probably far more complex than any agency or marketing consultancy would be willing to invest in at this point. But the one that is willing to will leap far ahead of the others. This kind of tool is much like the kinds of quant & trends tools that hedge funds have used to become the trading powerhouses that they are, and could play the same role in remaking the marketing services landscape.
I guess this brings me back to my title - what is your plan for leveraging data? As a corporate marketer, are you talking to the folks in the financials and information services side of your organization to build better dashboards that look at the bigger picture? As a marketing services firm, are you asking your clients to partner with you on the development of such dashboards? Are you willing to test not just 10s but 1000s of pieces of creative and let them auto-optimize? Are you willing to take the investment and financial risks to make this kind of change happen? And are you willing to let realtime quant systems make your least favorite creative run everywhere and your most favorite creative end in the dustbin?
I personally look forward to the growth of these kinds of systems, and hope to be part of building one and putting it to use for clients. Anyone want to help me build it?
What if we not only started leveraging campaign and interaction data to optimize, update and inform creative, but also started leveraging real time market data as well? By this I'm saying -- take the Wall Street model that Adweek references, and incorporate not just the methodology but the data as well. What if your marketing analytics dashboard not only gave you insight into not just what your potential customers were doing within various media, but what related and competitive firms/products were doing in the market? Furthermore, what if you could cross compare online and offline buzz & media trends in regard to your industry/product/consumer mood with which media units were being engaged with? Seems to me like you have a hell of a lot more insight into where you and your company/product/service fit into the current and trending conversation.
Sounds like it could be one heck of a tool to build and make relevant, and probably far more complex than any agency or marketing consultancy would be willing to invest in at this point. But the one that is willing to will leap far ahead of the others. This kind of tool is much like the kinds of quant & trends tools that hedge funds have used to become the trading powerhouses that they are, and could play the same role in remaking the marketing services landscape.
I guess this brings me back to my title - what is your plan for leveraging data? As a corporate marketer, are you talking to the folks in the financials and information services side of your organization to build better dashboards that look at the bigger picture? As a marketing services firm, are you asking your clients to partner with you on the development of such dashboards? Are you willing to test not just 10s but 1000s of pieces of creative and let them auto-optimize? Are you willing to take the investment and financial risks to make this kind of change happen? And are you willing to let realtime quant systems make your least favorite creative run everywhere and your most favorite creative end in the dustbin?
I personally look forward to the growth of these kinds of systems, and hope to be part of building one and putting it to use for clients. Anyone want to help me build it?
