“The internet, at this time in history, is the greatest client assignment of all time. It’s offering you a blank check and asking you to come up with something fascinating and useful that it can embrace en masse, to the benefit of everyone” (Koczon, 2012)
Design and Communications are the tools of the modern day farmer. We have the potential to plant seeds of prosperity, impact, and progress or the seeds of complacency, distraction, and destruction.
We are enabled as communicators and powered by design to deliver good. The internet is a platform and not the panacea that some make it out to be. One aspect of the digital landscape that is garnering immense attention is the proliferation of apps.
Take Instagram: it’s one of the most popular services on the “web” and the entire experience is controlled not by some HTML pages, but rather by an iPhone app. Twitter and Facebook are just as popular—if not more so—via native apps for various platforms (iOS, Android, Mac, Windows, etc.) than they are on the browser-based web. As “web designers,” we have to start realizing that our job is no longer solely to produce sites, apps, and pages built in HTML, CSS, and JavaScript. We have to expand our definition of what the “web” is. More and more, the “web” is not a platform. It’s a service with clients on many platforms. Wired Magazine called it the “death” of the web. I call it an evolution. (Croft, 2011)
“Clients on many platforms” sure sounds like integrated marketing communications.
Those who specialize in bringing orchestration to chaos in customer touch points will enhance experiences and drive meaningful interactions. We as consumers make this a difficult task with our constant motion and desire for that which is fresh, creative, and inspiring.
“The next economy will see a significant rise in network organizations—groups of “unbundled” companies cooperating across the value chain to deliver products and services to customers” (The Brand Gap, Neumeier, 2006).
Collaboration is a powerful exercise in execution and synergy. The abilities of a group are enhanced by a greater whole leading to unique stories and impactful experiences.
In marketing, story is everything.
A story can be described as a narrative. Hollywood has a knack for storytelling and sets the bar high for brand managers of all shapes and sizes regardless of industry.
The question we must ask ourselves is “What makes a good story?”
To sell is to get the story right in such a way that audiences are inspired. An intellectually provoking tale has the power to spread and for marketers buzz travels fast. Let’s focus on the elements of plot a distinguishing element set apart from what is considered to be a “story.”
A plot is a literary term used to describe the who, what, when, where, how, and why. It is unique and separate from the story which is the ultimate take home lesson of a tale.
The differences between a story and plot can be more easily understood by using some of Hollywood's biggest blockbusters of the past. However, this requires that we ask four important questions related to the plot of each film.
So let's get started.
Rocky (1976, John G. Avildsen)
1. What is at stake?
The career and livelihood of a man from Philly.
2. Who is the central character? Why? Describe this character’s personal journey.
Rocky Balboa is the central character. He is a man destined to become one of the greatest fighters of all time. He is the ultimate underdog.
3. How is the character transformed?
He fights. He loses. He gets back up.
4. What good reason does the character have not to act.
The opportunity to avoid physical and mental punishment.
Rocky’s story: An underdog boxer triumphs above significant odds.
Here’s another popular film.
Titanic (1997, James Cameron)
1. What is at stake?
The lives of many people on a ship.
2. Who is the central character? Why? Describe this character’s personal journey.
Rose, a survivor who is fighting unique circumstances and longs to escape the chains of a destiny she refuses to embrace. Rose meets a young man and falls in love but then has to face the reality of disaster and loss.
3. How is the character transformed?
Through love and tragedy.
4. What good reason does the character have not to act.
The comforts of a predetermined lifestyle.
Titanic’s story: A man and woman fall in love in the midst of one of history’s biggest disasters.
Alien (1979, Ridley Scott)
1. What is at stake?
The lives of a mining crew aboard a spaceship.
2. Who is the central character? Why? Describe this character’s personal journey.
Sigourney Weaver, plays “Ripley”, a tough and uncompromising passenger aboard a ship that responds to an SOS signal from a distant planet.
3. How is the character transformed?
She confronts one of the most deadly creatures ever conceived and survives.
4. What good reason does the character have not to act.
In space no one can hear you scream.
The story of Alien: A space crew collides with a deadly reproducing extraterrestrial.
As storytellers and brand managers we must embrace the power of story.
No matter what medium we may chose for self expression or content generation the fact remains that value is paramount. Each piece of content we share must serve as a platform for unique experiences and bringing value to our audience.
The art of content generation requires special talent. Emerging media commands the best effort on the part of communication specialists. We must avoid the simple and embark on a journey of structure, quality, purpose, and synergy in expression regardless of the medium.
Going the extra mile in the ever popular world of social media is sure to garner attention and propel individuals to the top. The key is to ensure that nothing is left to chance and avoid the perils of creating an experience gap.
Every piece of content should stand out and serve a unique purpose inviting your audience to ask for more. Let's think of adding value as bringing only the best ingredients to the table and making that extra effort to leave our fans, followers, and subscribers of all types smiling with appreciation.
"Action beats inaction."
The real movers and shakers recognize that it's better to be moving and building momentum. 2011 can be summed up as the year of engagement and relationships in motion setting the stage for a year of action and lasting impact.
This year provided a fantastic opportunity for individuals on the Central Coast and Silicon Valley to come together and address some of the hottest topics facing the Latino market. Latino2 and #Cause2012 SCtSMC stand out as two shining moments of 2011.
Latino2 in Silicon Valley
What do you get when you invite aspiring Hispanic engineers, bloggers, entrepreneurs, a new media guru, passionate foodies, and the White House to take over a computer history museum right smack in the middle of Silicon Valley?
A whole lot of reverberating forward motion across the Latinosphere and an engagement think tank.
"What you don't know about your online reputation is going to hurt you." - Brian Solis on the need for brands to be in-tune with the many conversations taking place across the social media landscape.
#Cause2012 Social Change through Social Media Conference
Real purpose and meaning form the core of a true differentiation strategy. Success isn't built on ability and processes alone. The most important question facing today's organizations is the question of "Why?"
We know who you are and what you do but we don't quite understand why you do it. Purpose matters in the eyes of consumers who are increasingly searching for brands and individuals who not only offer great widgets and remarkable experiences but also lead the pack in manufacturing meaning.
Video Link: (The new face of America.)
Having a unique story and sharing it with the world is something special.
Who would have thought that on a brisk October morning on a wonderful stage set in a beautifully intimate theater with a rich 45 year history where the likes of Kathy Bates, Robin Williams, and Belita Moreno (among others) have delighted crowds that we would find some of California's most dedicated agents and artists of community building?
On October 29th, 2011 the PCPA Theater at Allan Hancock College (A Hispanic-Serving Institution) was transformed into an ideation hub where the center of focus included social media best practices for driving organizational capacity building, increasing Latino engagement, and community organizing.
"Mi Causa es Su Causa." (My cause is your cause.) sums up the atmosphere rather nicely.
Both of these landmark events served as some of the most rewarding and engaging experiences of 2011. A huge standing ovation to all the outstanding individuals and organizations who made Latino2 and #Cause2012 a reality. The takeaways are numerous but none greater than the chance to call some great people...friends.
Here's to a great 2011 and a divine 2012!
In a recent AdvertisingAge article entitled, "What's Required of the Next Generation of Marketers," Maureen Morrison identifies several skills that can help aspiring brand technicians stand out from the rest of the pack.
"Tomorrow's marketers will have to be well-rounded multi-disciplinarians who understand not only creative, but also digital marketing, social media and new technologies -- and how those all complement one another -- as well as how to back up a plan with data and analytics."
Following, are what Maureen lists as the top skills required for Next Generation marketers:
Agility
Learners who have the ability to adapt quickly and handle the twists and turns which face marketers on a daily basis.
Digital Understanding
A fundamemtal awareness and keen understanding of what's happening in the digital arena including the always popular world of social media.
Integrated-Marketing Capabilities (My favorite for obvious reasons.)
Consumers are bombarded with information from various angles oftentimes left to deal with cluttered and competing messages. Integrated marketing communications bridge this gap by applying an important element of orchestration to the marketing mix.
Industry Specific Knowledge
Some industries involve a steep learning curve that can only be conquered through experience and first hand knowledge.
These are fantastic recommendations and very relevant skills needed for next generation marketing. However, I believe that we can also add the following:
Cultural Awareness
Audiences are more diverse than ever before. Growing populations such as the Latino market are comprised of cultural nuances that oftentimes determine the success or failure of a communications effort.
Investing in yourself should be an ongoing process.
Your thoughts and comments are welcome.
Having recently participated in the #cause2012 Social Change through Social Media Conference (I am a co-producer) never before has it been clearer that Latinos have played and will continue to play an integral role in the changing American landscape.
The overall focus of the conference held at Allan Hancock College was bridging the gap between community organizing and today's new media tools. Of course, as a new media connoisseur it was a can't miss opportunity to participate in an event where social media and technology were the stars of the show.
In fact, at one point we had the exciting privelege of conferencing in Juan Sepúlveda, Director, White House Initiative on Educational Excellence for Hispanic Americans, via Skype! The audience was locked in and impressed with this unique experience which showcased the power of today's new media communication tools. Mission accomplished!
Overall, the conference was a beginning point for what is sure to be landmark activity in creating a groundswell of momentum that impacts the Latinosphere on multiple fronts from community organizing, marketing, public relations, and education to voter engagement, health, job growth, and beyond.
Activate! Spark! Inspire!
Saving Private Ryan is a film that at this very moment is trending on twitter. For good reason, this film won five Academy Awards! One of my favorite scenes in the film is where Tom Hanks tells Private Ryan "James... earn this. Earn it."
Community managers and storytellers alike can learn a lot from this scene. There are numerous articles about the difference between paid, earned, and owned media. For this particular post, it serves us well to focus on the elements of earned media or earned attention across a fragmented audience environment.
How can we effectively establish profitable business relationships, unique customer experiences, and personal growth? How can we 'earn' attention, conversations, and share of voice?
By placing an importance on real purpose.
Today's audiences are fully capable of recognizing authentic and real purpose.
Consider this direction, committment, and dedication as the real fuel that is sure to elevate your efforts in business and beyond.
The answer: iOS integration.
Here are some screenshots:
http://techcrunch.com/2011/06/06/what-twitter-ios-5-integration-will-look-like-screenshots/
The perks of conversation are too few and far in between. We must remedy the situation by maintaining a constant effort to keep our fans and followers interested. Recency breeds reaction...and our focus as content creators should always be on keeping things fresh. It's good to be so fresh and so clean that our audience keeps coming back for more.
Consistency matters in the chase for relevance.
A small but strong reminder as we continue our social media journey.
