Digital Digest #73: Cutty Sark
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays.
In the late 19th century, British sea traders on the lucrative China-to-Britain tea run were being outpaced by American boats. So Britain, at the height of its commercial power, launched the Cutty Sark, a sleek cutter that, it was thought, would leave American rivals in its wake. But ultimately the Cutty Sark’s mission proved misguided and expensive: it never won the tea race, the shipyard that built it went bankrupt, and the captain was eaten by sharks.
People, like seagulls, are drawn to shiny objects. Readers will be familiar with the inflated expectations that come with over-hyped technology. But you don’t need fancy technology to do good work. That’s why this week’s edition of Edelman Canada’s Digital Digest encourages readers to remember the Cutty Sark, and nurture a healthy skepticism towards the latest-and-greatest.
- Matthew Hayles, Editor
Where do big ideas come from? Finding an organization’s coordinating message – one that will resonate in any channel – is grueling work for communicators, and it can be tempting to slap on a Facebook Page and call it a strategy. But while it’s easy to “forget that media platforms are enablers to big ideas,” writes Tom Fishburne, “they aren’t the big ideas themselves.”
Marketoonist: We’re Going Digital
Last week, Klout announced it will launch its own version of brand pages, dubbed “Brand Squads,” promising to highlight your top 10 – 100 brand influencers, reward them with perks and track their activity. But remember that identifying who’s talking is only a first step – finding your true brand champions requires more depth of analysis to separate the advocates from the “badvocates.” (Disclosure: Red Bull, mentioned in this article, is an Edelman client.) – Shannon Morton, Corporate & Public Affairs
HubSpot: Klout to Launch Brand Pages
Between 1931 and 1936 six companies, employing 5,000 men, built the Hoover Dam, at the time the largest concrete structure in the world. Armed with only their voices and their faith in coworkers, a small army of construction workers employed techniques that were unproven at a scale never before attempted. Today, we talk about the science of effective teams and managing up; but sometimes all you need is to talk, be clear, and care about each other.
Percolate: Getting Work Done the Percolate Way
Every event since 2009 seems to have had a twitterfall. Yet now twitterfalls feel overused and under whelming. It’s time for a new experience that gives events a richer social experience and moves beyond a giant screen of just rolling tweets. This article introduces screenfuse, a new multimedia, branded message board that brings back the importance of getting information onsite at events. – Jill de Larzac, Consumer Marketing
Sarah’s Faves: Screenfuse for social engagement during onsite events
Few communicators know whether Facebook fans engage with a brand because they’re on the brand’s page, or whether they are on the page because they are already engaged. This Forrester study concludes that “your Facebook fans are more likely to buy from you, consider you, and of course, recommend you,” but fails to address whether Facebook is a necessary component of that engagement. Most communicators assume that it is worth the effort and expense to engage with Facebook fans. But would your most dedicated fans find you wherever you might plant a flag? (Disclosure: Best Buy, Walmart, and Research In Motion (BlackBerry), mentioned in this article, are Edelman clients. Coca-Cola, also mentioned in this article, is a competitor to Edelman client PepsiCo.) – Rob Clark, Director of Insights and Measurement
JWT, a venerable marketing communications firm, has found a refreshing way to encourage employees to do their timesheets: a beer fridge, that only opens when timesheets are complete for the whole office. But as Amanda Walters wrote earlier this month, even if it reduces timesheet truancy, a system of shared incentives (and shared punishment) can have a negative impact on job satisfaction.
Brandflakes for Breakfast: Do Your Time Sheets, Get Beer
Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog on Fridays. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.
Digital Digest is edited by Matthew Hayles.