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Connected Agencies & Corporate Marketing Change Agents
The link we discussed (www.forrester.com/connectedagency) now directs visitors to the main report page, where Forrester clients can log in and download the report, or non-clients can purchase a copy for $279.
* 2008 to 2009: The agency involves the community. Even in 2007, agencies and marketers began to reach out to consumers: Chanel worked with viral agency BuzzParadise to tap select bloggers for participation in special events and to receive insider brand news; Publicis launched a blogger advertising network, with the twist that amateurs create the ads. Agencies need to keep consumers involved consistently and begin to build a specialization in specific target markets or with communities based on the brands with which they are working. Where’s the money? Brands will pay a premium for the high conversion rates that the agency can guarantee based on its community insights.
* 2010 to 2012: The agency promotes the community. Agencies focus dedicated teams on creating direct relationships with tightly defined communities. At shops like Leo Burnett, job titles shift from account manager to community animator. Media fragmentation, communities embodying multiple personas, and niche brands offer a rich opportunity for agencies to compile distinct portfolios of closely knit consumers, uncovered by disparate data sources. Much like a talent or sports agent, the community animator will begin promoting its own communities to compatible brands, rather than the reverse. Agencies will take the place of gatekeeper to those communities, and brands will need to pay to get in. By 2010, brands like BMW will have realized that mass marketing is over and that access to influencers is the way forward.
* 2013 on: The agency is part of the community. Agency staff will draw closer to the communities they interact with and ultimately become part of the community itself. Fast-forward to the future: The successful agency has intimate involvement with community members as an external mouthpiece and internal catalyst. This bond allows the agency team to “age” with its community, brokering relationships with new brands as the community’s needs change. Large groups like JWT will scale by managing a kaleidoscope of different consumer groups, introducing and handing off appropriate brands as communities evolve. Advertisers will consolidate business with agencies that can adeptly accompany brands throughout their life cycle within diverse consumer communities.
Prophet Talking at the Speed of Business
I’m checking out what people shared about their experience Monday evening at the Social Media Club, Silicon Valley hosted at Intel headquarters. I’ll write up another post this week when I have a little more time to reflect. But first, this…Someone in Facebook described Jeremiah Owyang, strolling up to the podium with think black book in this hand….he looked like a prophet. Aptly put, any which way you think about it…he’s a prophet sparing time, insights, always a helping hand with a finger pointing forward, move ahead, avante!
Jeremiah let’s fly brimstone, bleeding edge wisdom and can zero in on specifics backed by examples or data. Sometimes both. Here’s another helpful list to train our eyes on. Enterprises might watch for these potential ills as more marketers speed to add new tools that help companies and people connect with clients and audiences. The list, followed by Jeremiah’s business “fix.”
* Disparate user experiences to customers and employees
* Information spread off the firewall, some potentially sensitive
* Risk of enterprise 2.0 vendors being acquired by a competitor
* Real time information being spread at the “edges” of the company, where there was one before corporate communications
* Multiple login systems
* Multiple identity systems spread from system to systems
* Systems that may not talk to each other, now or in the future.
* Business program managers that leave the company or position, orphaning any technology deployment deployed at the business level
* Business groups paying for web programs in different locations, different budgets
* Lack of a cohesive web strategy
One other cool thing from Jeremiah’s blog was this interesting, but not quite there video. It’s about MediaSnackers. This is a great premise — young people are the new www = getting info and entertainment whenever, wherever and whatever. But JO argues it’s not just young people. There are pleanty of us almost middle aged MediaSnackers. But the point is, are people acknowledging and respecting this short, random media consumption trend? Two-minuteTV on phones, 100MB or 10-minute video file limits on YouTube, mash-ups….but I’d say it’s not quite a mega-trend. But people are consuming and doing more, so where’s the time go/come from? Maybe by building in efficiency into stories we share.
Understanding the Importance of Facebook for Marketers
There he is! No, he’s over there. He’s in your RSS feeder, links inside others’ blogs, on UStream.TV, in Hong Kong in Silicon Valley…he’s everywhere, but now working at Forrester Research. Jeremiah Owyang is showing and sharing how we can all connect and communicate better. Call it strategic, I call it smart. If you like interesting people and are interested in people, social media is for you.