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musings from the imedia uk brand summit March 16, 2010

Posted by nicholas gill in asos, converseon, dove for men, eyeblaster, iMedia Brand Summit.

A collection of thoughts, facts and general musings that I can extract from my scrawled notes from the rest of the event excluding my roundtable stuff which I covered last week.

Dove for Men launch case study

Dove for Men. It’s for men, not metrosexuals. It’s not the campaign for real men either; it’s for those men who have reached a level where they are comfortable in their own skin. Why create Dove for Men? Because most men they are targeting had used a Dove product at some stage; typically when you run out of your own deodorant if my singular experience is anything to go by.

Clearly having Vaseline in the Unilever portfolio helps the business and operational synergies but they claim to be in distinct emotional territories. Having had the fortune to work on Vaseline for Men at launch while at Ogilvy, I’m not so sure. Be interested to take the sniff test too.

The thrust of the launch was SuperBowl telly advertising. Still delivers 100m eyeballs but how many were watching? Site traffic peaked on the day after when targeted digital advertising ran featuring the MVP from the winning side. This wasn’t foresight; they’d pre-signed the two quarterbacks and would run with whoever won. Didn’t get much insight into the social media as it was a quick overview but couldn’t help thinking there could have been some real-time opportunities during the game rather than focussing the digital activity on SuperBowl +1.

Converseon – activating social media across the enterprise

Rob Key, CEO at Converseon (not the Kent opening batsman), was the star of the show for me. Well, apart from me.

Social media has been a checklist till now. It now needs to be the engine for organisational change by being strategically baked into the enterprise and infused into the DNA of the company. It’s this notion that will take social media away from being treated akin to viral for some brands – “I’d like half a pound of Facebook, please.”

Brands and businesses don’t tend to dive straight into the strategic use of social media; often trialling to start. Key step in embedding across the enterprise is to create a cross-organisation change group. Sounds simple but it’s important. And pretty hard to do based on my experience.

The old ROI question popped up with some neat examples that don’t always involve money: HP saved $10bn in customer services and P&G get over 50% of their NPD ideas from listening in to the social media space.

Rob then showed some lovely models and visualisation of their Conversation Miner™ tool. Model wise, I particularly liked the analytics scale from monitoring to mining and the impact scale from social monitoring to social intelligence to customer intelligence. And a nice reminder to not view social stats in isolation but to overlay other data points to try and determine correlations.


I got a bit confused here because my relationship with Eyeblaster has always been on the sexy advertising innovations side of things; not necessarily digital evangelism. And to be fair they tweeted me back on this point with a link to their sexy creative so top marks for listening to the space. Some interesting information/points of view nonetheless.

Are creative agencies no longer being creative? Are the client dynamics and focus changing to an extent where the maverick creativity that demands attention being displaced by a safety first approach that is focussing the agency process to cookie-cutters and just getting stuff out the door. And where talented people are stuck doing excel spreadsheets at 10pm rather than changing the game. An interesting notion. One that could actually be explored in a whole session itself.

80% of content on You Tube is professionally produced. We have moved beyond the era of the talented amateur into high quality expectations. High quality demands high production. Not a few quid throwaway on the side of your TV campaign.

The notion of separating digital and traditional media will die. Media buying will no longer be able to differentiate because of digital creep. All media will be/have digital baked in. 10% of all billboards will be digital by 2012. Exciting interaction opportunities using mobile devices.

Future possibilities example of what’s happening today in Tokyo with a McDonald’s example. Initiated by spamming vouchers to all and sundry (which goes against all our learned targeting behaviours), the behavioural analytics are determined through the ordering of the oh-so-yummy Mcmeal using your mobile device (where the vouchers is), knowing what you ordered, at what time and where in the city. Exactly. More targeted follow ups ensue.

What’s the point of the iPad? It harnesses the best of the print world and the best of the digital world.

Didn’t know about this before but Orange Shots is an advertising CRM system that enables engagement, not just push advertising messages.

ASOS, Dell & Monster

Lots of good stuff from ASOS. At their core they mash up the best of e-commerce, retail and magazine experiences.  Kate Whitlock took us through the Cadbury Nibbles Boutique which was a real-time, digital pop up shop propagated across the interweb using influencers to drive awareness and buzz around new styles. Demand was heightened through limited availability during the pop up window.

Because they don’t have the restrictions of some bricks and mortar businesses, they are able to be much more nimble at developing ideas and offerings and were able to get a Lady Gaga inspired range of clothing to the shop front within 24 hours of the recent Gaga fest.

They’ve also decided to aggregate a number of the Twitter feeds to help people dive off into the richness of conversations.

Dell presentation was much the same as other Dell presentations but a good nugget about 40% of the new features in a Dell laptop came from UGC.

My apologies to the guy from Monster, I just couldn’t concentrate on what he was saying because the green and purple colour scheme of the Monster brand did actually make me feel ill. I did manage to extract some criteria about their social media strategy though. Activities need to deliver one of these 3 things:

–          Brand leadership

–          Traffic

–          Preference and demand.

And with that, I give you my nuggets.

Twitter | Facebook | LinkedIn |nicholas.r.gill@gmail.com



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