God, Flowers and Collaboration

Today confirmed that collaboration is key to communication success. Current market conditions and the growing influence of social media and participatory culture requires all of us - agencies, marketers, media houses/owners and the rest to humble down and collaborate. Clients are also going to have to take the lead and look at new models of remuneration to encourage and reward a more collaborative approach to their business.
Listened to case study on cool campaign for Sagami Original, the world's thinnest condom and winner in PR category. Great digital campaign!
I spent a lot of time in tech sessions. Bill Buxton a scientist working for Microsoft and creator of their latest innovation Microsoft Surface managed to get a laugh out of a weary crowd when he made light of the weighty topic of tech development. He told us three screens is child's play - we are heading quickly for a multi-screen environment where technology will change consumer interactions around multiple touchpoint tech offerings. We heard about the Long Nose (forget the Long Tail), how environmentalists will ensure that Print dies (they gotta save the trees), God being the founder of advertising and flowers being some of his greatest work. ..... well it certainly beat the prior experience of listening to the Principle Platform Evangelist who failed dismally to live up to her passionate title and content on integrative technology platforms to manage cross media implementation. Theme again - collaboration and integration, although poorly explained!
Later on at a party on the Carlton Hotel beachfront I got talking to Finance Week's Specialist Editor Tony Koenderman, considered SA's leading expert on Marketing and Advertising. He confirmed for the first time in many years at Cannes, there's proof in the campaigns that collaboration and integration has become a reality. That's great news, along with the two Lions SA agencies, Hunt Lascaris (Outdoor) and Network BBDO (Radio) picked up.

Twitter mania

Well I'm back in Cannes. One year later and ready to learn some more. Just arrived and went straight to a session with one of Twitter's founders Biz Stone. The Debussy Hall was packed wall- to-wall and floor-to-floor and the place was Tweeting so much I was sure at one point I felt the room vibrating. Stone looks about 16, very charming, friendly and speaks in this naive and very honest manner. What did I learn? Well that he's learning still (yes he's honest enough to admit this). The company is still in its infancy and they won't sell now even at $ 500 million. He sees collaboration with other social media as key and can't say what's Twitter's biggest threat. Admits to not really knowing. Check out Jet Blue - company started out small on Twitter, but Stones cites them as doing a great job. He also doesn't see Twitter as a competitor to big news groups, eventhough Twitter is now breaking news faster than most newswire services (just type ACCIDENT if you don't believe him) and he wants to be friends with all. No real answers on how they're going to make money, but hey this is not unusual... FaceBook can attest. Stones is evangelical when he says; "Twitter is a triumph of humanity and not a triumph of technology" - Sound familiar?

Tweet tweet

For the past few months we have been participating in conversations on Twitter. Yes indeed, we are now actively Tweeting at the bank. The reality in today’s world is that banks can no longer just rely on conventional methods of interacting with customers via branches, ATMs, Online Banking, telephone calls and emails, to meet the existing business needs.
We’ve learnt in a short space of time that Twitter aids the extension of our ethos of helpfulness at FNB. It’s also serving a vital market research function as it provides almost instant feedback on what customers are thinking and what kind of problems they are experiencing. When we first started people were a little unnerved to find that the bank, through our on-line persona of RB Jacobs, was taking a keen interest in their tweets about FNB. When they were complaining about a service problem, this sense of unease was quickly replaced with relief that we were resolving problems and delivering service on a platform that has not really played this of role in the past.
We have learned to respond promptly, (within minutes actually) with solutions to problems. It’s amazing to watch real time problems be managed and for the most part resolved positively and this has started to change the way in which we handle customer complaints inside the bank.
So who is RB Jacobs? There’s been some speculation on Twitter about who RB Jacobs is? I guess people really want to be able to pin him/her down to a personality. The reality is RB Jacobs is in fact a fictional moniker created by FNB when it was the first bank to launch credit cards (a Barclaycard) in South Africa in 1969. Ever since then and to this day, FNB cards appearing in adverts have the embossed account holder name ‘RB Jacobs’. We’re a large organisation and to resolve the complaints and queries we receive on Twitter we have to work with teams of people. RB Jacobs is the sum of a whole lot of parts in the bank.
We’ve found the majority of Tweets are valid and we prioritise our response to them. However from time to time we field some nasty and reckless comments on Twitter too and you have to retain a sense of humour and assess which comments should be escalated and what to leave. I’m often amused by the kind of dialogue that takes place on Twitter because it is so uninhibited – the real power of the web. Twitter in South Africa is currently an exclusive environment, because it’s reserved for those who have Internet connectivity via a PC or via a sophisticated mobile phone. Importantly, this space is dominated by highly connected and influential people, whose Tweets can damage or add value to a company’s reputation. A day doesn't go by now without commentary on Twitter and its influence on marketing strategies. Undoubtedly, Twitter is providing us with an invaluable insight into the conversations South African consumers are having and we are deriving great benefit and insight by participating of this community in a helpful and genuine way.

Land of Hope

Growing up in South Africa, my memories are filled with regular trips into Hillbrow where my grandparents lived and where my father purchased his weekly stock of exotic seafood’s from the local Mozambique fishery. My three sisters and I would be crammed in the backseat of the car with large brown packets on our laps, filled with live crabs and crayfish, desperate to get out. It terrified us to no end and we could never understand how my father could even consider eating this. My grandparents were of French and Maltese descent. They left war torn Europe after the Second World War with very little to their names and came to South Africa to build a future for themselves and their children. They were joined by a gaggle of family members and friends, from countries like Italy, France, Belgium and Portugal. It’s here in this country of ours that they sunk their roots and their home. My grandparents were an exotic couple who were better placed on the streets of Paris, than in Hillbrow, but for as long as I remember they were always stoic South Africans and ever grateful for the refuge and opportunity that this country afforded them. They worked hard for many years to build a life from the very little they came with. Today their children and grandchildren, including me have been the beneficiaries of this hope.

My father-in-law arrived in South Africa after the War from Holland as a homeless young adult with only the clothes on his back and no family or friends to speak of. He spent his first months in this country living in a shipping crate in the back of someone’s garden. He is by all accounts an extraordinary individual, who spent his childhood years in the Resistance movement in the war after his mother was taken away to a Nazi concentration camp where she later died. Like my relatives, he too chose to come to South Africa and very soon sunk his roots deep into the South African soil. Over the years, my father-in-law has built a successful business, which has served this community through health, education and employment.

I tell these two stories because for me they are my South Africa whose experiences ebb and flow over the years, but fundamentally don’t change. This is a land, which many still hope to build a better future for themselves and their families.

Despite its darker hours and there have been many, this is a country filled with an amazing array of people who work each day for a better life. For me, South Africa will always be a place of opportunity for those who are prepared to seize it, to embrace and take sustenance from its strengths, to love it for all its weaknesses and most importantly to forgive it, for its injustices.

why www will never replace my favourite magazine

My favourite magazine of all time is Vanity Fair, not just because it's always an extraordinary visual feast for the eyes, but also because it publishes some really interesting stuff. I was having a robust conversation with some journalists who work with a fast growing news website the other evening and we were discussing the gloomy future of the print media worldwide. We all know of the catastrophic losses US newspapers in particular are facing as they limp along in declining economic circumstances, but more importantly they are less compelling to consumers in a world where information is increasingly being consumed on the web. While I agree completely that newspapers are the most vulnerable to the Web, I don't agree the same holds for magazines. Sure they will be under pressure as advertising moves to the thriftier and faster channel of web, but I have yet to meet a consumer who would substitute reading their favourite magazine online and foregoing the print version. 

Clearly there are some magazines that are just blah blah or mediocre, which consumers dip in from time to time, and these will probably not survive anyway the long haul of market dynamics, but I reckon there are many others who will stand the test of time. I for one will never substitute my purchase of Vanity Fair for an online version. I mean what would life be if I could not feel the smooth creaming pages in hand and feast my eyes on the extraordinary photography. I hanker after my nights and weekends when I can curl up on my bed propped up against my soft pillows, with my VF in hand and take in the fabulous and fascinating stories with an intimacy that my little Mac and its 3G connection, will never simulate. 

don't bet against the Internet

Recently, I participated in a debate on how GOOGLE services the SA market. GOOGLE South Africa’s model differs from its offices in other parts of the world. They will service a number of key accounts in South Africa by working mostly with clients and a few specified agencies directly. The business mechanism  operates on a transparent commission and discount free model and this is changing the way marketers do business and challenging the quality and focus agencies are giving to local Search campaigns.  This model could be construed as dis-intermediary by agencies, although GOOGLE is clear that it does not preclude them. The system places the onus on marketers to really get to grips with this area of business.

In the past local agencies buying GOOGLE Adwords worked through GOOGLE UK/Ireland and even Indian offices would receive discounts/commissions directly. These would vary depending on the country and deal. South Africa is one of the first countries to be adopting this approach It means the whole buying practice will be more transparent and because GOOGLE works on an auction model, you bid for your words, the better you are at Search campaign management the more effective your results. Specialised online agencies would have to agree fees upfront to clients and be held more accountable for search optimisation against the budget set.

As part of tackling this challenge in SA, GOOGLE suggested it would look at establishing an accreditation system for agencies to ensure that GOOGLE best practice is followed and thereby ensuring marketers who don’t work directly with GOOGLE will get the best possible GOOGLE service and bang for their buck.

These comments were published online and a raging debate ensued. GOOGLE was accused of wanting to cut off agency livelihoods and displaying big brother behaviour. However, there was also some support for the transparent approach and a need for some formal accreditation to ensure standards in the industry, although the process needed to be fair and inclusive.   

I thought the debate was very productive because it squarely put the devil on the table and if anything highlighted the need for a better understanding of the planning and buying mechanisms for the Web.   It also revealed a lot of activity and established interest in this space and there’s no doubt its going to challenge traditional agency thinking on how to integrate digital into traditional advertising.

Now if we can achieve transparency in buying web media, why not in traditional media?  Why shouldn't media houses that sell television, print, outdoor and radio be as aggressive and bullish about getting close to marketers and being completely open about media charges? I think that just as the Web is changing consumer's behaviour, it has to change business too.

The world’s changing rapidly, where consumers are increasingly on the web and in control of the conversation. The statistical evidence is there and in SA the market is wide open with just 5% Internet penetration and the fastest growth rate in usage globally, albeit off a small base. It’s a world in which marketers must in turn be empowered with more knowledge and insight, so that they too can be part of the dialogue and act quickly and appropriately to opportunities. Their agencies also have to take a good look at what kind of services they are offering and should see the growth in web as a major business opportunity.

The Web whether delivered via PC or mobile device offers far too much potential to be entirely relegated to third parties without due consideration and oversight.  And hopefully more debates like the GOOGLE Search debate will encourage marketers to start putting it more firmly on their agendas.

 

You advertise you get revenue

"Advertising is one of the first things that get cut, and its almost always a mistake, because you advertise to get revenue." This is what Eric Smidt CEO of Google said recently when asked about the current economic meltdown and its impact on Google and its advertising streams. We all know when tough times come the first thing companies look for are the soft lines on their budget sheets, marketing and HR (training etc) where they slash and burn. However they should think again before they get their choppers out. There’s a good deal of empirical evidence that recessionary times are one of the best times to be advertising. I was just looking at the latest Adex figures. While not 100% accurate they provide the best benchmark on spend in SA and there's some revealing trends. For one there has been no real growth in advertising and if you consider most media increase rates year on year then we are now in negative territory in terms of volume based advertising growth. For the past quarter advertising has remained static. Digital advertising is hopelessly under-read because Search is excluded and even with this, the category grew by 51% This is completely counter trend. I have little doubt that this area of media is growing at a much more aggressive rate than being reflected and its an ideal medium for recessionary times as it is measurable and flexible and generates leads – the lifeblood of sales.. What struck me in looking at SA’s top spenders is that the likes of Unilever and Vodacom who are market leaders have not headed for the hills or cut back on advertising. They remain steady and focused and no doubt this is paying off for them. Just like Warren Buffet’s view that now is the best time to be investing in the market, you could say now is the best time to be advertising and growing share of voice!