Curtis Hougland, the CEO of Attention (PR firm), spoke at Wire’s Disruptive By Design Conference about social media strategies being used by marketers (see video of speech here). He has an outstanding understanding of what social media is and isn’t, but more importantly how it is reshaping advertising and marketing industry.
Beth Carter also covered the session and noted these take aways:
1. Social media is technology: “We argue the opposite,” said Hougland. Instead, “social media is biology and consumer behavior.” He cited the addictive qualities that we display when we check our e-mail and our texts: “Dopamine is being released in our brain, which is the same process an addict goes through. Without this, we feel lonely.” His advice, then, for marketers, is to relate to consumers at a really personal level.
This is a key observation that biology and sociology are at the core of social media.
2. Social media is a bubble: Hougland would argue that it is “absolutely” a bubble, and that social media is going to alter the marketing landscape for years. Media behavior doesn’t drive consumer behavior, it is reflective of consumer behavior.
Advertiser and marketers need to better appreciate that they can only add to a community, but not shape it.
3. Brand matters more: Social media is actually largely dilutive of brand. When we share a brand to our friends, it’s our brand — people matters more than a corporate brand. Your brand is nine times more important than the opinion of a stranger. Brands see erosion if they don’t adhere to this. Brands needs to create a one-to-one relationship with everyone in the world.
Again, this goes back to understanding the fundamental of influencing people through psychology and sociology.
4. The web site is the center of the customer journey: The customer journey is alinear, and we don’t know the zero moment. The world is social, and we must socialize every step of the customer journey, leaving no dead ends. The average attention span has shrunk in 10 years from 14 minutes to four, which should change everything we do in marketing. “Influence is Money Ball for marketers,” said Hougland. “We can measure campaigns in real-time through social data.”
With attention span exponentially decreasing, no single event will effectively shape an individual opinion. As such, one needs to think about the complete social value chain in terms of multiple points of contact.
5. Great creative drives disruption: Science and math are trumping art, and social media is the world’s biggest focus group — data will decide creative decisions. Your marketing organization may be digital but not social. The best model we found is to organize your brand like a social network, and the companies who use social data in real time for feedback are running better businesses.
This is so true, math and science are now trumping art, and is why big data is becoming the primary delivery means through which social media will be valued.