Schupp Company Blog

What Social Media Strategy?

Wednesday, August 11th, 2010

Social Media continues to surge. And for some in our industry, using social media is second nature. They’ve essentially come of age with it. They’re constantly connected. They’re entrenched in their online communities. And when it comes to applying their personal practices to a client’s business, they have a pretty good understanding of what can and can’t be used to infiltrate the masses with a branded message.

For others, understanding and using social media effectively is more challenging. They’re not exactly tech-savvy. I see them with their Facebook and Twitter pages, but they’re really not relevant to the online community because they don’t know what to do or say once they’re out there. They’re just there because they think they need to be. And for some reason, it never fails that these are the people telling clients that their businesses/brands need to embrace social media. Seriously?

When you hear these guys talking “social media strategy” with clients, it’s like listening to someone give you a movie review even though you know they’ve only seen the trailer. They’ve got the general story line down. They’re just missing some key character and plot development. It’s like they’re focusing on the costumes instead of diving into the movie’s message for the ages.

The best part of these meetings happens when the client pulls the needle off the record and says, “So, explain it to me again. Why do I need to give you $200,000.00 to do a Facebook page?” (Assuming the client actually has the foresight to ask this question and hasn’t already jumped to the foregone conclusion that they HAVE TO be doing social media just because.)

So … for all of those advertising and PR pros out there who need to talk the talk to encourage social media spending, I’d like to introduce WhatTheFuckIsMySocialMediaStrategy.com.

It’s social media strategy made easy. This amazing website generates strategic social media statements so you can sound smart, meeting after meeting.

What client wouldn’t want these things for their brands? With these strategic nuggets, anyone can become the “social media guru” in their client’s eyes. So, thanks, Mike and Sted. This is brilliant and much needed in some circles. Now, if only making these strategies a reality was just as easy as saying the words.

Additionally, for anyone out there who has toils with dinner plans and can’t decide what to feed the family every evening, check out these guys’ sister site: WhatTheFuckShouldIMakeForDinner.com. Tonight, I’m having Moroccan style lamb with carrots and chickpea puree.

Tags: facebook, interactive, social media
Posted in Culture, Online | 3 Comments »

Stop Creating Ads and Start Creating Useful Things that Advertise

Thursday, April 29th, 2010

I’ve been stuck to the computer most of the day but I’d have to say it’s been a pretty productive experience.  It’s amazing how much information you can find in the form of videos, podcasts (which I’m not sold on), blogs, Twitter Feeds, and Facebook posts. While a new client project has taken up most of my morning, I did come across a post this afternoon that really got me thinking.

In a video titled “The Way Forward,” Bob Greenberg and Barry Wacksman of digital agency R/GA discuss ways in which they are changing the framework of advertising – specifically digital.  What are they doing different?  They’re not creating advertisements; rather they are creating useful things that advertise – most importantly, what they call platforms.

People are reading and listening more than ever, however the digital landscape has changed the distribution channels. More people listen to music, but CD sales decline.  More people are reading, but magazines and newspapers are no longer the most prominent mediums.  Television is still a huge part of society, but DVR, on-demand, and online sites like Hulu have changed when, what, and where people watch.

What does digital allow us to change?  It allows us to change the way in which we place our media.  It’s no longer about what you buy; it’s about what you own. It’s not about delivering a message to a target market; it’s about bringing that target market to you.  How are the most successful agencies changing the landscape of advertising as we know it?  They are focusing on platforms rather than campaigns.

What is a campaign? At the most basic level, a campaign is something that comes and goes. It delivers a short-lived message to a consumer in an up and down cycle.

What is a program? A program is designed to create ongoing relations with an audience or a consumer. Most often a program is created with the intention of rewarding loyal consumers.

What is a platform? A platform is the future of digital and interactive advertising.  A platform creates long-lasting interaction between brand and consumer. It’s a unique application that often provides useful tools to an audience of individuals while also connecting them with the brand.  Let’s take a look at R/GA’s example.

Who’s heard of Nike?  Everyone.  But not everyone has always been interested in purchasing a pair of Nike Running shoes.  Campaigns have attracted the attention of consumers in the past, but a huge audience was still out there looking for ways to connect with the brand and the running lifestyle it promoted.  A platform needed to be created to connect user and brand.  What was the platform?  Nike +.

Nike + introduced a chip in Nike shoes that allowed users to track their runs on a computer.  After you were done with a run, you could log onto your Nike + account and see all the statistics associated with the run.  I’m sure everyone has heard of this.  It’s been around for about 3 years now.  Results?  Users have logged in over 160 million miles in 3 years.  The average user logs onto the platform at least 3x a week. The product was a huge success.

In 2008, R/GA took this to the next level. They hosted the largest race in World History. People could gather at one of the locations around the world, they could run in their backyard, on a treadmill, or they could simply watch others run online.  Individuals posted pictures, congratulated one another on message boards, and interacted with each other through different social networks.  The platform brought the world together, and continues to do so to this day.

We’re at a time when advertisers shouldn’t have to sell ideas to a client.  Advertisers should be there to prescribe solutions.  What does it boil down to?  Talent.  Finding individuals, who can tell a story, think outside the box, systematically manage the execution of an idea, and do what’s necessary to make it work. Advertising is an epidemic that makes some people sick.  It’s finally time to change that perspective. It’s time to find useful solutions that make the audience and consumer happy, healthy, and headed in the right direction. It’s time to build platforms to the future – now.

Tags: Advertising, interactive, social media, trends
Posted in Advertising, Culture, Online | No Comments »

The State of the Internet

Monday, March 1st, 2010

Did you know that there were like 182 billion-kazillion people on the Internet yesterday? If big number scare you, then you don’t want to know how much influence the Internet has over the world population’s time. Definitely don’t watch this video.

JESS3 / The State of The Internet from Jesse Thomas on Vimeo.

… Pulled from Fast Company.

It includes some pretty astounding numbers–For example, there are about 740 million Internet users in Asia alone; Facebook serves 6 million pageviews per minute, requiring 30,000 servers; and there are 148,000 new zombie computers created each day by hackers using botnets.

Tags: facebook, interactive, Internet, social media, Social Networking, trends
Posted in Culture, Online, Water Cooler | 1 Comment »

YouTube and Vimeo Build HTML 5 Prototype Player

Wednesday, January 27th, 2010

Online video is constantly evolving. Not only will Vimeo join YouTube in offering 1080p HD video this week, but they have also jumped on the HTML 5 bandwagon. What does this mean for Flash video? Is it dead? Not likely.

There are definitely some limitations at this point. HTML 5 is still in its infancy. HTML 5 does not yet support videos with ads, captions, annotations or full screen video, and the browser support is limited as well.

YouTube HTML 5 Video Player

Last week I was interviewing an Interactive Art Director. When I asked where he was with his Flash skills, his response was that “Flash is dead.” Take note web designers and developers … this is not true. This landscape is not going to change overnight. Clients are going to pay for Flash banner ads and slick, custom Flash sites for the next many years. Don’t let a prototype in technology give you the excuse to keep a toolset out of your toolbox.

Tags: interactive, news, Television, trends
Posted in Advertising, Culture, Online | No Comments »

Lady GaGa: Polaroid’s new Creative Director

Thursday, January 14th, 2010

The 5 grammy nominee, Pop star Lady GaGa becomes Polaroid’s new Creative Director. How bizarre is this. What does this 23 year old singer actually know about technology? So far, she apparently has designed a set of “heartbeat” headphones that evoke more fashion than technology for the company. The basis of the partnership is to help Polaroid to appeal to younger demographic. Good luck.

Watch the video press release here:

Lady Gaga – New Polaroid Creative Director

Tags: interactive, marketing, news, products, trends
Posted in Advertising, Art, Culture, Style | No Comments »

So, What’s Your Poison (Fruit)?

Monday, November 30th, 2009

Tell me: Is it Blackberry or Apple? No better yet, text it to me, preferably while I’m in a meeting with you. Actually, if I could be leading the meeting – the one you’re supposed to be attending to learn some information – it would just be perfect if you could get on your electronic fruit and text or email me what your poison is exactly. I’m sorry, did I say poison? Because I meant problem.

Yes, I’m calling you out. All you successful, professional men and women who are tempted by that shiny Apple – that delicious Crackberry – stuffed in your pocket or atop the conference room table. All of a sudden, it vibrates alerting you (and quite possibly the rest of the meeting attendees) that you’ve got mail. Or, a text. Or a phone call. Or a new picture. Or WHATEVER. Regardless, you must – absolutely MUST – find out what it’s about and respond immediately. Because whatever it is can’t wait. And, I mean, it’s not like you were doing anything important.

And herein lies the fall of man- (and woman-) kind. You see, you people are kind – until you become complete assholes.

I’m sorry, but a few years ago, the meetings you attended used to carry with them a sense of respect. You arrived on time; brought a pen, maybe some paper; you took your seat ready to listen and contribute; you likely refrained from emitting any loud bodily noises; you said, “excuse me” and left the room if a call for you rang out over the office paging system; you even returned to the meeting, quietly – and maybe even mustered up something like, “sorry about that.”

Not anymore. Now you look down. You henpeck. You chuckle. HEY-LOOOOO…what the ef are you doing, and why aren’t you paying attention to the flipping meeting you douchy jerkwads?

Listen, I get it. I like to send text messages. I want to respond to emails promptly. I even like checking up on the headlines of the day, the weather or that local sports team (read: celebrity gossip on that last one; we all know I don’t give a crap about sports). Sometimes I’ll even bring my phone with me to meeting, but I’ve got news for you: it’s only because I don’t wear a watch and there isn’t a clock in the room. The thing is, when I attend a business meeting, I extend the same decorum one might use when – oh I don’t know – I’m at the movies or a wedding. I TURN OFF MY FUCKING PHONE. Why? Because it’s rude not to. Oh, and putting it on vibrate isn’t the same thing…unless you ignore it.

OK, so I’m clearly pretty shocked that this has become so commonplace. But seriously, I’ve seen coworkers, clients and colleagues all fall prey to this temptation. That mobile device slithers out their pocket and into their idle little hands without any thought or concern that it might be distracting for the person leading the meeting or the others in the room. Perhaps all future meetings should commence with a viewing of a :60 “Franky and the Frogs”-style, “turn-your-phone-off” video clip; here’s the first few stanzas, sung to the tune of I Heard it Through the Grapevine:

“Well, I bet you’re wonderin’ how I knew, your iPhone made you such a huge tool. You’re looking down when I start talking, but I know you’re just Facebook stalking. Don’t you know that I heard your stupid phone chime. Not much longer ‘till I lose my mind…and throw this agenda in your face.”

Certainly, there’s a compromise here. I mean, I can be reasonable. Bring your mobile distraction with you to the meeting; just refrain from being distracted by it. Here are some exceptions:

(1) You’re waiting on a very important, time-sensitive client email to come through.
(2) A family member is currently: coming out of major surgery; on death’s door; due to give birth; or in need of you to post bail in the immediate future.
(3) There’s an Amber Alert out on your child.

Outside of these three exceptions, turn off the technology. Or, at the very least, don’t use it until the meeting is over. Of course, if you feel compelled to use it, have the decency to slink away – and don’t let the door hit you on the way out.

A link to “Franky & the Frogs” movie theatre clip

http://www.youtube.com/watch?v=WwpskML6TbY&feature=related

Tags: facebook, interactive, people, social media, trends, work
Posted in Advertising, Culture, Miscellaneous, Water Cooler | 1 Comment »

Monopoly Goes Interactive for Real

Tuesday, September 8th, 2009

Hasbro and Google have teamed up to launch an interactive version of the famous board game Monopoly. Set to launch tomorrow, Monopoly City Streets  will be using google maps as the game board, creating a virtual Monopoly game on a global scale. There is also a building design competition using Google Sketch Up. Cool idea. Get more details here.

Tags: Advertising, gaming, interactive, marketing, networking, people
Posted in Advertising, Culture, Online | No Comments »