“We must move past campaign thinking” via @Robert_Rose @CarlaJohnson on @smexaminer http://ow.ly/N0LnH #Marketing #Advertising #PR
Upcycling isn’t just for crafts or Pinterest. It is simply a concept where old products are given more value. Upcycling in social media it is a way to optimize your time and effort.
Here are four ways you can reuse and repurpose for social media content:
1. Underutilized parts of your website. Are there valuable parts of your website that if you are honest with yourself no one really uses? Today people want content brought to them.
I used to work for a bank that had an excellent small business toolkit. It was valuable information from finance and HR to marketing tips. The problem was no one used it because they didn’t know it was there. How often do you surf your bank or other banks websites?
Our idea was to divide the long form website content into short chunks and push it out as small business tips on social media. Upcycling already created content to social can build awareness and drive traffic to the website, but it also helps build relationships in social media.
What valuable information is on your website or hidden in a brochure sitting on a shelf that you could repackage as valuable social media content?
2. Play By Play Of Live Events. Public Relations professionals have used events as a powerful publicity tool since the last century. Today you can multiply that power by bringing the event to many more than can attend in person.
For a regional airport client we planned a live contest where two local radio DJ’s flew to Chicago and back in one day. One took a flight from our local airport and the other took a flight from the farther big city airport. We demonstrated that you could save money, distance and time flying from our client’s airport when most people thought it was too expensive.
The airport received enormous buzz online as we updated Facebook, Twitter and UStream videos of each DJs progress. The event would have been successful with just the live reports on the radio, but Upcycling the live traditional media content to social media upped the awareness.
Do you have a live event coming up where you could up the exposure by reporting it on social media channels?
3. B-Roll Video And Photos. Producing a TV Commercial can take up to month and cost a lot of money. The average 30 second spot cost $350K. During a day long shoot you collect a lot of footage that doesn’t make the 30 second final cut.
Why not leverage extra footage as social content? A director’s cut, alternative version, or “making of” video can really draw fans. We all love to get a look behind the scenes. You could also share still photos online during the shoot via Instagram, Pinterst or another photo site for a sneak peak.
Either way you get more for your investment by upcycling video and photo content being produced for other uses. For more engagement you could even post different versions of the TV ad and have your fans vote on the final cut.
Do you have a TV or video shoot coming up that you can leverage as social media content? What about a still photo shoot?
4. Front Line Employees. Remember the small business tips for the bank example above? Our second idea was to empower branch managers to send out the small business tips via their LinkedIn, Twitter and Facebook accounts as a way to generate leads for new accounts.
These managers were tasked with signing up new business accounts anyway. Why not give them another tool besides cold calls and post cards?
Unfortunately their response was that they blocked access to social media in the offices for employees. Some upcycling requires an open mind and may require some new guidelines such as an employee social media policy.
Is there a way you can upcycle your employees? Best Buy leverages their blue shirt in-store associates’ knowledge and down time to answer people’s tech questions on Twitter building awareness and goodwill for the brand.
Can you think of other ways to upcycle existing efforts into fresh social media content?
Everyone seems to be talking about big data. And for good reason. Knowing which content is driving more conversion is important, but analytics can’t write and there’s still no app for a big idea.
A simple Google search on the term “Big Data” reveals 2 billion results while a Google search for “Creativity” only brings back 60 million results. Nearly 50% more attention is being devoted to data, but I say half of social success depends on creativity built on top of and verified by good data. Not a direct measure but research has proven that 65% of TV ROI is attributable to the creative and 35% to the media data.
Big ideas drive social action.
Knowing humor is a common characteristic of viral videos doesn’t create the video. A list of high performing key words doesn’t simply form into a good piece of content. Both need a creator.
Yet, you don’t need to be Picasso or da Vinci to be creative. Knowing the creative formula can help you be more creative. I was surprised that there is a formula or process to creativity until I read A Technique for Producing Ideas. by James Young Webb with a forward by Bill Bernbach. Then I discovered that as an advertising creative I followed this technique naturally.
Production of ideas follows a definite and necessary process. The formula is so simple that few believe it. As Young Webb said, “While simple to state, it actually requires the hardest kind of intellectual work to follow, so that not all who accept it use it.”
What is the creative formula?
Step 1: Gather Raw Materials – Both the materials of your immediate problem and the materials of your general knowledge. Gather research on your company, competitors, target audience, but also general knowledge about life and current trends.
Step 2: Mental Digestion – The working over of these materials in your mind. Try all these pieces of information together this way and that. Bring two facts together and see how they fit – look for a relationship.
Step 3: Incubation – Here you let something beside the conscious mind do the work of synthesis. Make no effort of a direct nature. Drop the whole subject, and put the problem out of your mind. Go see a movie, play basketball, work on another project.
Step 4: Eureka Effect – The actual birth of the Idea – the “Eureka! I have it” stage. This tends to come when you least expect it. In the shower, in the middle of the night, on a run. Always be prepared to write it down. Big ideas are fleeting and can leave just as quickly as they came.
Step 5: Final Finessing – The final shaping and development of this idea to practical usefulness. Take your idea out into the world of reality. Here you may need to adjust it and make it fit the company, product, target, social channel, etc.
In my experience, the process would get short changed by deadlines, and expectations of those who believed writing is simply sitting down and typing. I never sat down to type until I first had an idea. When you have an idea the ad, plan, paper, story, book, almost writes itself. If you skip the incubation stage, you miss out on really brilliant big ideas.
Everyone has creativity, but sadly most of us left it behind with childhood …
One of the main things I have learned working through the digital and now social media revolutions is that the truth, transparency and power of social media requires a fundamental shift in thinking for the marketing, advertising and PR profession.
If we truly want to control brand communication today, we must be willing to give up control. Not an easy thing for human nature and professional disciplines that are taught and practiced in the very opposite manner. Pick up any Principles of Marketing, Advertising or Public Relations text and you will find the same – methods, strategies, and processes all designed to control the message.
Even with the advancement of the new discipline of Integrated Marketing Communication (IMC) all brand communication is attempted to be controlled an put into one unifying message across consumer touchpoints to combat advertising clutter and loss of mass media audience.
Maybe that is why so many marketers continue to shift resources to social media, yet admit they don’t know how to integrate social into their traditional efforts. But the consumer revolution is happening and consumers now have the influence of mass audience. When word of mouth gets super charged with social media, perhaps traditional is no longer an appropriate base from which to start.
As Seth Godin says, “Your consumers are talking about you whether you like it or not.”
Perhaps we are all looking at this from the wrong perspective. We shouldn’t be figuring out how to compartmentalize social media as a nice little addition to our current marketing efforts. Social is much bigger than that. Instead we should begin with social media and figure out ways we can integrate the consumer’s voice across the discipline silos of advertising, PR, and Digital and across the business unit silos of marketing, operations, R&D, customer service, etc.
Whether we like it or not we now live in a Post-Control Marketing world, a post Four P’s (Product, Price, Place, Promotion) where our brands are no longer our own. Today we need to build brands around the consumer and the Four C’s of Consumer, Costs, Convenience, and Communication. This may seem like a small difference but as Carol Dweck has taught us, Mindset can make all the difference in the world.
A funny thing happens when you give up control, your product and service becomes better. Your customers help you create the products they want, the communications they’re interested in, freely share your brand messages and help you improve your service. Everyone gets more of what they want. The consumer is no longer a target to be conquered, but a business partner for mutual benefit. And in the end you meet and exceed the marketing and business objectives you wanted in the first place.
Are you ready for Post-Control Marketing? Do you know how to integrate social media for the consumer revolution?
For my 100th post on this blog, I thought I would share all 100 insights in one place. Each listing is a link back to the original post.
100 Insights For New Media Marketing: