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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
UP FRONT FU TU RE WATC H Being socialina digital space Transcript of an Instant Message conversation between Clemenger BBDO Sydney Executive Creative Director of Digital Nathan Hackstock <n8> and Louise van Rooyen <LVR> from Pan Pacific Interactive. Louise van Rooyen (Pan Pacific Interactive) AIM IM with <LVR> 1:07 AM LVR: Hiya n8. n8: morning. LVR: Hope all’s well! Quick share. Have you seen these? Googlepedia (Handy add on for Firefox) https://addons.mozilla.org/firefox/2517/ Clipmarks http://www.clipmarks.com Twitter http://www.twitter.com love ‘em! n8: Googlepedia add-on’s been a fave for the past few months.…. for the uber useful added information it delivers on the search result page. Hadn’t seen Clipmarks before. There’s something inherently interesting about what they’re selling...not all too clear what it is they’re providing. LVR: Think clipmark is a bit like del.icio.us except you can grab anything you want from a site, a paragraph, a photo, or a section of a page and a post is made and added to your library or even to your del.icio.us account. n8: Great share. It appears that, in back - lash to the “everyone’s invited to the party” approach of a MySpace or Friendster community, the world of socializing has taken a very niche approach to getting together. 1:10 AM n8: Bookworms: http://www.goodreads.com Travellers: http://airtroductions.com Innovators: http://www.crowdspirit.org Movies: http://www.flixster.com For a Cause: http://www.g8rally.com [some- thing I designed a while back] + http://www.petsematary.de Jogging Club: http://www.nike.com/nikerunning/ usa/home.jhtml#run_hit_wonder Music: http://www.sellaband.com + http://www.haystack.com Over 50: http://www.eons.com Is it a game, a community, or a real time web show???: http://www.vlb.mtv.com 10 CAM PA I GN B RIE F Nathan Hackstock (Clemenger BBDO) Power hipsters: http://www.yelp.com Shite...the list goes on...but you get the picture… 1:14 AM n8:MySpace made it ok for the everyday joeshmoe [ie: not an early adopting digi- tal nerd] to have presence on the web without purchasing a URL, securing a server, learning code + downloading FTP software. Now that the everyday person is comfortable with having an on-line persona...they’re being more focused on the types of environments, + people they’d like to be involved with. A social filter if you will. LVR: Glad I’m not the only one feeling this about social communities. There always will be a few massive communi - ties, like Facebook and Myspace, but the growth is in specific areas that peo - ple are interested in. Someone here (we’re pitching ******) suggested we create a ****** community site. 1:18 AM n8: Maybe they should consider tapping into tools like http://socialight.com or http://dodgeball.com or other things that help connect people around similar areas of interest. Forget trying to create the next big MySpace or Video Sharing site. LVR: People are breaking through the digital marketing barrier but still not savvy enough to understand what to do with it I guess. n8: Yes - interesting thing about these new channels is that social filters can be really helpful in cutting thru the clutter which is making it interesting for users. It’s more about how are people using the web rather than what ads do we think people “want to see”. LVR: Being social in the digital space can be pretty fickle… What’ll happen when something cooler than MySpace turns everyone’s heads. n8: Well, MS is certainly showing signs of fatigue. People are getting spammed with junk proposals for friendships and third rate musicians think all the world will be interested in their music if they contact people in MS. Reality is, some people might find their music interest - ing, but the one’s that don’t...well, some just find it plain annoying hearing from them or being asked to be added to their friend network. 1:22 AM LVR: Guess that’s where all those other Top 50 social networks come in handy http://en.wikipedia.org/wiki/Social_networking_websites ... all provide good ways to filter and socialise within a more defined space. The opportunity for brands is to figure out how to have relevant dialogues with- in these social spaces in a way that enhances the experience for users. n8: Yea, no longer is it about how agen - cies go about connecting brands to peo - ple... but more about how agencies go about connecting people to brands. LVR: And putting the message out in the right format for different social canvases. n8: Bingo. The key to that will first be to understand people. Then to understand the canvases around them. And then understand how people interact with those canvases. Whether passively on- screen or interactively with a kiosk. LVR: Having these kinds of personalised interactions with potential consumers means evolving the approach from a mass media broadcast to a much more personal style of brand dialogue. It’s about forging closer relationships with people by becoming more involved with the content they are consuming (vs. an add-on or interruption of the content). 1:28 AM n8: Calling brands to the table on being honest about what they care about with so many destinations, it’s making it very difficult for brands to approach commu- nications via the old shot gun approach. LVR: …joining these networks as active participants with an interest in promot - ing people’s interests. n8: And a shot gun can only spread so far, of which, at some point, it doesn’t hit anything. LVR: Agree - guess the challenge now is more about WHAT to produce so that it’s relevant to the people. You know who’s done this well, have you seen that QuickSilver Dynamite Surfing video http://www.youtube.com/watch?v=AHX51LaEtT4? n8: Yea, spot on attention getter amongst the vast digital landscape. Really grabs you by the cahonas from the getgo. What are they doing...is that dynamite...where are they going with that bag...are they in London...WTF??? LVR: Exactly - and figuring out who’s cahonas and how to grab them best is what it’s all about. n8: lol. LVR: Which requires a very targeted approach in hopes of making a connec - tion. n8: Yea, goes back to the basic idea: 1) Identifying the audience 2) Knowing where they are...pre + post 9to5 3) How to deliver a relevant message [whether they stumble upon or seek it] 4) Convert them into participants Think this is where traditional agencies are finding themselves stumbling. 1:34 AM LVR: Yep - the account teams need to begin discussing this with clients before a campaign is sold. n8: It’s counter to their way of doing business over the past four decades. LVR: Completely counter. Means starting with the consumer first and figuring the best way to connect. LVR: LONG BEFORE the media buy is made..... n8: That’s part of the challenge. It’s big - ger than any one strategic planner, cre - ative or production talent can take on themselves. Everyone needs to work together, especially now that campaigns are far more complex. n8: They’re more like programs…and some of them are on going. LVR: Helluva paradigm shift. n8: Think this is why old school agencies are having a difficult time “getting” web 2.0. LVR: Because there’s no longer “Must See TV” Thur nights at 8pm? 1:38 AM n8:Good call. That and as Michael Wesch pointed out in “The Machine is Us/ing Us” http://youtube.com/watch?v=6gmP4nk0EOE , there isn’t a predefined canvas to work from anymore. LVR: Eyes are getting heavy. Good chat’n. Thanx for the inspiring words. n8: Indeed. Keep fighting the good fight. l8s. Oh, one last thing, thx for that data on estimated Aussie on-line ad spends over the next 3 years...was good support material for our presentation. LVR: Here to help. <LVR> has gone offline. 1:52 AM JU L Y /AU GUST 2007
September October 2007
May June 2007