ted paulson

Ad Agencies And Social Media: A Culture Clash

Advertising agencies around the country are trying to figure out social media. How do we do it? How do we sell it? Do we have to?

The answer is probably yes, you do have to if you want to continue to offer a full range of marketing services to your clients, and bill appropriately. Some agencies are doing a good job adjusting, hiring smart social media thinkers and getting smart about social media quickly. Others are still cocking their head sideways like a puppy trying to figure out a vacuum cleaner.

Sadly, many ad agencies never figured out Interactive, let’s call it Web 1.0. Now you add a layer of Web 2.0 or social media on top of that and many agencies and their respective creatives (art directors, copywriters, designers) and clients services folks are rendered dumb struck at the thought of all things digital. (via ’socialmediaexplorer’ Sept 21th, 2009 | by Jason Falls)

Brand 2.0

Many brands still try controlling their community via “I have a message and I want to deliver my message to my target group”, this is nothing else than having a monologue. No wonder that big brands try to push their attitude onto digital marketing. Sure, in some cases it still works, but only in some!

What does it mean having a conversation with my community. Actually nothing else than ‚to talk “with” them rather than “to” them. What is on my mind, what do you have on yours. A recommendation, something to agree or disagree on, share exiting moments, go shopping etc.

Brands need empathy!

We need to move away from finding an excuse to say things to people and start to identify something we can do for them. Brands have to leave their ivory tower and open the door.

Give digital branding the right place in our communication. Build an emotional connection between your brand and your customer. Create a community of people that can then further talk about your brands. Engage your consumer in a branded content and branded experience.

The social web is free to express ‘what, when and how I want!’. Do your business in a new way!