#0retweets, things i hate about digital advertising
TRANSCRIPT
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#0 retweets: Things I hate about digital advertising
By Michael Goldstein strategist, nyc
@mickeyg77
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Since when did‘how’ become
more important than‘what’
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WHY DID AN OBSESSION WITH THE SPREAD OF A MESSAGE OVERTAKE THE
MESSAGE ITSELF?
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why do people think that social media platforms are magic
tricks to get people to love your brand?
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WHY are people treating Platforms like a
message not a medium ?
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They are just platforms.
Without great content, they are nothing.
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Everyone got really excited over this tweet...
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Many thought that if their brand joined a conversation in a timely
manner they would be able to influence further conversation
and drive brand love.
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WRONG.
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.
wOULD YOUR FRIENDS LOVE TO TALK ABOUT THEIR WEEKEND ANTICS WITH YOUR NANNA IF SHE WANTED TO
CHAT AT THE RIGHT TIME?
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wOULD YOU talk to your high school teacher about the time you lost your virginity if he asked STRAIGHT away?!
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Would you talk to a stranger about your darkest secrets ?
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PROBABLY NOT!
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But your nanna, a teacher and even a stranger can all offer valuable conversation.......
.........IT just has to be RELEVANT
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Breaking down brand relevancy
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It comes down to three cs:
Content
Context
conversation
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Quick note! I define online conversation as the relevant intersection of context and content.
RELEVANCY
content context
CONVERSATION
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how did the famous Superbowl tweet use the 3 C’s?
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THEY HAD GREAT CONTENT. (powered by the BRAND LOVE for Oreo) THE APPROPRIATE CONTEXT. (THE SUPERBOWL BLACKOUT) And AUTHENTIC CONVERSATION. (the relevant intersection of context and content)
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The lesson from Oreo’s Superbowl tweet should have been about how brands can use their personality to comment in a relevant fashion on current events.
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INSTEAD, EVERYONE BECAME OBSESSED WITH THE TIMING OF brand TWEETS, NOT THE CONTENT OF TWEETS!
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They even came up with a brand new buzzword: ‘REAL TIME MARKETING’
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‘REAL TIME MARKETING’ did not go too well
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Time for a
Truth bomb.
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JUST BECAUSE YOU join a conversation, even in ‘real time’DOES NOT MEAN
PEOPLE VAlUE WHAT YOU HAVE TO SAY.
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Another way brands try to spread weak messages is through incentivized word of mouth,
or worse, a beg for retweets or other forms of engagement.
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An incentivized piece of content is not only inauthentic..... It is advocacy prostitution !
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advocacy prostitution.
Just because you give someone monetary incentive to engage with you does not mean they genuinely enjoy that engagement.....
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Strong communication will always gain momentum,
regardless of platforms.
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“Chuck another shrimp
on the barbie” hit an infectious cultural
friction that is a part of pop culture today.
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HOW MANY ReTweetS DID IT GET?
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0 ReTweetS.
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0 retweets.
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0 retweets.
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0 retweets.
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0 retweets.
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0 retweets.
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INFECTIOUS CONTENT IS NOT CREATED JUST THROUGH CLEVER USE OF PLATFORMS. iNFECTIOUS CONTENT IS CREATED BY INFECTIOUS CONTENT.
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Thank you!
Any thoughts or feedback tweet @mickeyg77
chuck another email on the internet ‒