citizenbay

Mum what is a social network?

I chaired the MTV/CSquared Conference in Prague last week, and was treated to some great speakers. First up was Andy Davidson, Research Director of MTV Europe. He gave us a peek into some great fresh research from MTV called Circuits of Cool. This piece of research aims to understand the digital generation, answering such questions as how digital impacts on youth, why new platforms have been so popular and how best to engage the digital generation.

First up he made the salient point that young people do not live in a world of digispeak (hello folksonomies!). Taking Poland as an example, only 39% talk about 'blogging', 16% refer to 'social networks', whilst only 8% mention 'multi-platforms' or 'web 2.0'. Shock horror! Andy rightly stressed that young people are interested in what the technology can do for them, NOT the language itself.

The classic chart where we find out that youth love their friends, family and music more than anything else appeared again. All fresh and up to date, yet ultimately stating that some things do not change for youth with technological advancement.

In the Top Ten things youth love doing, being with the boy/girlfriend, hanging out with friends and spending time with family came out as the top three, followed by 'Listening to Music'. Also in the top ten were 'going to music gigs' and 'chilling out/relaxing'. Music, friends and family...still critical to youth.

Furthermore, the research has found that the impact of technology on youth depends on where you live. In Japan, they have become tired of technology, whilst in India the mobile and ipod is a status symbol. Meanwhile in China, the land of one-child families, kids were found to have an emotional attachment to the net in their search for peer friendships.

Andy also drew attention to the impact of climate on youth trends, which got me thinking: if young Morrisey was born in Puglia, would his melancholic genius have been channelled into opera?

More from Andy coming up...

Media Agency at the Top Table or surviving on scraps?

At IMM07, two speakers tackled the topic of creativity and intra-agency relationships. First up was Tony Wanwaring (above), Communications Planning Director of Inititive EMEA. It is great to see someone with real passion for their mission. Tony has this in spades.

He talked of the media agency needing to get to the top table at client side. Agreed. He talked of the need to stop referring to advertising agencies as creative agencies, as they do not have the franchise on creative thinking. Agreed. He urged Media and Creative agencies to work together more to solve client's marketing solutions. Also makes sense.

My over-riding impression though was that this call to action is one that has been made for some time. This is a speech that some, including Tony and myself, were making some years ago. The fact that Tony is still making it says something about how far things have moved in the industry. The words water, uphill and pushing come to mind...

I am not convinced that the media agency world has significantly improved their standing with marketers, let alone the 'top table'(see upcoming post on HSBC at IMM07).

Having worked with a number of advertising agencies over the last few years, I am not convinced that these agencies have adapted their view of their role versus other agency suppliers.

Media Agencies have had a run at the top table for a good decade now. Yet, they are still not there in most cases. Now, the digital agencies are starting to give them a run for their money, with the added advantage of having access to clients other than marketer.

Media agencies have immense talent to mine for powerful consumer insights, to develop truly big ideas that drive across a client's communications activities as well as leverage their strength to secure media deals. We know this. But why don't the clients? Should they all get together and do a joint action to raise client understanding of their true worth? Is this all about the media industry needing better PR? Over to the Marketing Directors of the Media Agencies then...

The power of the National Geographic yellow frame

National Geographic is one of the rare occurrences where ‘media brand’ status belittles the company or organisation. An institution maybe, a part of the fabric of many lives possibly, a standard bearer for others too...much like the BBC.

Even for those who rarely come in contact with National Geographic (in whatever format), there is an expectation of integrity and high standards. The yellow frame stands for something powerful. We are drawn into the yellow frame because of that.

As a result, consumer expectations of any element of the National Geographic portfolio will be seen through this frame of high quality and integrity.

On so many levels, the move by National Geographic into educational toys is a smart move.

Society is questioning their leaders more and more on environmental issues. The impact of our actions on other communities is also fuelling a growing interest in what actions are taken on our behalf. Many parents are keen to find alternatives to video shoot-em-up games that provide some grounding in the global realities. So, when I saw the National Geographic toys in my local store I immediately thought ‘smart move’ along with ‘This is what I want for my kid’. So I bought the scuba diving man.

The packaging was spot on. The poster with info about sea creatures too. Yet the toy itself was a complete disappointment. Pieces are flimsy. The plastic was of poor quality and will not last very long.

This is not what I expect within the yellow frame.

So often brands that extend into new areas outside their expertise stretch too far. This feels like Nat Geo have outsourced the management and production of the toys to an extent that they have let go of the yellow frame. Have they chased the royalties at the expense of the frame, or have they just lost control of these brand extensions?

Either way, it has eroded the power of the yellow frame for me

Are brands born good citizens or can they become one over time?

Body Shop, then Ben & Jerry's, now innocent drinks...

These three became more than just another company, but proof that strong commitment to the community and business can go hand in hand.

Yet these companies started out being built upon the ideas and principles of the founders.

Can existing companies transform themselves placing ethics and social values at the heart of their business? Do they want to or are we destined for more Annual Reports which has cost more to print than the investment in brand citizenship?

Some companies ignore the consumer demands for good business citizenship at their peril. Kevin Roberts maybe right that the brand is not the company's brand, but the consumers. Brands need to face up to this.

Companies can be transformed as long as their true desire is to transform. Sounds pretty obvious, but I have seen the Annual Reports where one sentence on some good deed in a far off country is the single sliver of good citizenship. It's the "hey Fred, have a look around the business for a CSR story, so we can tick that box off. I have to get a nice photo of the CEO done" approach.

Brand citizenship must be one of the cornerstones of the company values. This thought needs to be lived by the head of the company, not just rattled out when it suits them; hiring smart PR companies to add a social sheen to their business practices can only go so far.

More companies are moving in the right direction, some faster than others admittedly, but the momentum is the right one. The realisation is hitting home that good citizenship and a profitable business is not mutually exclusive.

However, as much as CEOs can lead by example, it is not just down to them; the responsibility and opportunity lies with every person in the company. And I am not talking about the responsibilities that appear on the spreadsheet alongside 'Roles', 'Accountabilities' and other such wonderful contributions by management consultancies to make working such an uninspiring and unproductive place.

Individuals can transform companies, just as consumers are doing. So many of us have to deal with the 'politics' of an organisation. This negative energy needs to be turned into something positive. Let's call it the new workplace politics: citizenship in the workplace. Little ideas to transform the culture of a company. There are already so many great examples; let's make the list longer.

Brands want to be loved...

Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, and auther of Lovemarks opened up the summit with a highly entertaining and empassioned speech on how the power of mystery, intimacy and sensuality can turn respected brands into respected & loved brands. Kevin stated that marketing needs to get to grips with the attraction economy:
Where engagement, connection, inspirational consumers, intimate gestures dominate;
Where Return on Investment becomes Return on Involvment;
Where consumers lay out what they want, not what brands think they need;
Where imaginative ideas win over a world of procurement;
Where the brand is not a marketer's brand, but the consumer's brand.
Where aTouch (point) is not enough, brands need to embrace.

So far so good.

He referenced a number of brands that should be considered as 'lovemarks' (hence the books!).
He also encouraged all not to accept the incremental, but the transforming idea.

Again, no-one can fault his compelling arguments.

He entertained the audience with some strong ads which he aimed to demonstrate the stength of mystery, the intimacy or the power of the senses in creating Lovemarks.

His premise that TV is going to be the most important medium did lead initially to a little confusion. Most understand TV as entertainment in a box in the corner of the room, whilst marketers see it as a medium that is showing signs of losing its importance with young people. His version of TV is more as an audio visual experience via a screen attached to something (phone, laptop, black box, handheld gaming, or rolled up in your pocket). By just showing lots of TV ads at the conference, it seemed to suggest that the consumer is crying out for more 30 second spots.

However, his last example confirmed his definition of TV as a screen to engage consumers with. This had User Generated Content, connectability, engagement, fun, and lots of love. The Rubbish Film Festival in New Zealand was run by Telecom T3G Mobile, encouraging people to send in the 'most rubbishy film' made on their mobile. Have a look at the winners here

Opening Address at the Food Beverage Marketing Summit Montreux

I had a great time in Montreux at the Food & Beverage Marketing Summit. Some fascinating speakers. Here is my opening address for downloading if you are interested. It covers WB Yeats, Fernando Casasempere the sculptor from Chile, food labelling, connected communication, holy relics and sensory marketing...all in 10 minutes...!Download opening_address

Starbucks evolving their music strategy

Starbocks have announced that they are scaling back the number of stores that have CD-burning booths from 45 to 10. The idea itself has burnt out with the advent of the mp3 format.

On the face of it, their commitment to music seems out of touch with where consumers are right now. Yet this is more a company accepting that certain tactical executions have a short shelf life.

Their sonic strategy is still strong. They have created a powerful sonic identity that many would love to have themselves. A bigger emphasis on selling retail CDs is to be tested. Rumours in the U.S. also suggest tests for mp3 downloads instore and even a store designed more like a record store that also sells coffee. So many other brands have closer ties to music historically, yet have not capitalised on sonic branding the way that Starbucks have. Many can learn from them.