age of conversation 3 b&t 28 may 2010

12 BANDT.COM.AU MAY 28 2010

The latest issue of BRW magazine has just landedon my desk, with the editor espousing that “Socialnetworking is now a favoured marketing tool –two-thirds of the Fast Starters use Facebook,Twitter, Flickr and YouTube”.

However, on reading the Fast Starters featurethis comment related to, it became apparent to methat many of these fast-growing Aussie business-es are struggling to articulate any ‘return oninvestment’ from their social activity.

As a traditional marketer (i.e., someone who didmarketing before Google and Facebook existed) Iadmit to being fascinated by all this social mediastuff and how it fits (or doesn’t) into the communi-cations landscape.

It was in this inquisitive spirit that I jumped atthe chance to take part in a new collaborative bookcalled Age of Conversation 3: It's Time to GetBusy!

AoC3 is described by US-based editor DrewMcLellan and Australian-based Gavin Heaton (akaServant of Chaos) as a global discussion about howthe global marketing and media landscape ischanging.

There are ten chapters, includingConversational Branding, Innovation & Execution,Pitching Social Media, Friends & TrustedStrangers, and In the Boardroom.

The new book follows on from the success ofthe previous two editions, and features short con-tributions from over 170 leading marketers, writ-ers, thinkers and creative innovators from aroundthe world (oh yes, and me).

While around three-quarters of the authors arefrom the USA, there are fourteen Australian-basedauthors.

The 400-word article I wrote is housed in thechapter called In the Boardroom.

As I see it, the major challenge for social mediapractitioners is to apply meaningful marketingmetrics to their social media efforts.

Fans, friends, followers etc mean little to mostC-suite leaders, who are more likely to think of‘fans’ as people you find at stadiums, ‘followers’ asvictims of a religious cult and ‘Tweets’ as bird-talk.

I summarised my piece with the conclusion thatwhen it comes to social media in the boardroom,money talks, conversation walks.

Anyway, the AoC3 book is available on Amazonand all proceeds from sales will go to a global chil-dren's charity rather than to the authors. In thiscase, money talks – philanthropy rocks.

I had dinner with the extended family at mum’s theother night (don’t stop reading – it gets better). Iwas running late, on the way home from the office,and joined the party mid-conversation. My sisterwas raving about an ad she’d seen on TV:

It’s the one where there’s, like, these two crowssitting on a roof and one crow asks the other if hewants his roof tiles replaced and he answers ‘Nointerest’. Then he asks again and the second crowjust keeps saying ‘No interest’, ‘No interest’..

There was riotous laughter all round withadults and children all parroting the ‘No interest’,catch cry. Everyone had seen it. And althoughthose over the age of 10 probably thought it waspretty inane, they all got a great chuckle from itand took out the interest-free message. Whatreally struck me was just how much airtime myfamily were giving this ad around the dinner table.

Now, apologies to the client and agency thatmade the spot, for I’ve no doubt butchered it inretelling. I actually haven’t seen it. In fact, I’ve gotno idea if it’s about roof tiles, gutters, TV antennasor something else. But for everyone at dinner (whodidn’t work in advertising) it made a big impact, farmore so than the work I’ve seen get up at recentaward shows or get coverage in industry media.Even without knowing the finer details of the ad, itdoesn’t sound like it’s going to trouble the judgesat many shows. But then that’s kind of the point.

After I’d digested what was a lovely roast din-ner, I got to thinking about communications ideasthat people remember. Not because I want to jointhe roof sellers and their friends. But because Iwant our agency, and our industry, to producemore ideas that get talked about. Not in agencycorridors, but in regular Aussie homes .

Ideas get recognition, it seems, in two ways.Some get buzz on niche advertising blogs and thenpick up metal at award shows. Others get talkedabout by Joe Public around the BBQ or water cool-er, slipping into the public consciousness andbecoming part of our cultural landscape. The bestideas, of course, deserve (and receive) both kindsof recognition. And these populist ideas are whatwe should be striving for.

Not meaningless, screaming, fluorescentgarbage that assaults people’s senses at everyturn. And not pretty pictures that make an impacton award juries, and no-one else. My family dinnerreminded me that it’s the people’s choice awardsthat we really need to be keeping an eye on.

– See feature, Out of Touch, from page 16.

comm

ent

MONEY TALKS, CONVERSATION WALKS

THE PEOPLE’S CHOICEAWARD GOES TO…

TO MAKE A COMMENT EMAIL EDITORIAL@BANDT.COM.AU

Adam JosephReadership director,Herald Sun

Nick CondonManaging director,DDB Melbourne

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