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BRAD Bytes - 29 March 2012
Media and marketers drive social business
Last week at the Media Guardian Changing Media Summit, Kraft Food’s Bonin Bough said: “Digital is no longer just a piece of what defines our culture. Digital is our culture.”
Bough, Vice President of Global Digital and Consumer Engagement at Kraft, continued with the observation, saying that work technology has fallen behind personal technology; that there is a gap between where society is digitally and organisations are.
Rather ominously, Bough added: “Failure to adapt will mean a failure to survive.”
So what can businesses do to keep up with the widespread digital culture now prevalent? At the same event Twitter UK General Manager, Tony Wang, said that marketers and media owners have been some of the first to embrace the full potential of the social media platform.
Wang highlighted a Twitter campaign for U.S. fast food chain Wendy, which asked users to retweet for a good cause. Each retweet sent 50 cents to a foster care charity. The tweet helped raise around $50,000 for the charity via approximately 100,000 retweets. Elsewhere in the States, Fox News gauged whether Republican presidential primary candidates were answering or dodging questions via Tweeter.
However, beyond media and marketers, can social culture be achieved throughout a business?
At the Technology for Marketing and Advertising Show (TFMA) a panel asked ‘What does social mean for marketing?’ On the panel Lee Bryant, from Dachis Group Europe, said businesses need an internal cultural change to become truly social, as the technologies are only the platforms to achieve it.
Echoing this opinion, Salesforce’s Director of Product Marketing, Xabier Ormazabal, added that “internal motivation is very important to build an internal employee social network.” Ormazabal outlined incentive programs used to get workforces started and on their way to becoming “social representatives” for a business, in a bid to increase brand engagement with clients.
However, online social etiquette has yet to be agreed on, with many people already finding themselves in hot water after making critical comments of their employers on social media. The repercussions of making businesses social won’t always be positive, as employees do not yet understand the boundaries of social towards the work place.
So there is risk in this new territory, but Bough believes risk must be embraced, saying: “In order to survive in our ever-changing society, individuals and organizations need to build both STEM (science, technology, engineering, math) capabilities and a risk mentality.”
Perhaps Bough’s ‘Digital Fitness’ model is one to follow, in which businesses should invite innovation, challenge convention, experiment, not let perfect be the enemy of good, and learn from failures. Because as inspiring as these technologies are, the business culture has to change with the technology for social to truly be embraced.
MACMILLAN CANCER SUPPORT has brought in VCCP to manage its £10m ad account.
FITFLOP has handed WALKER MEDIA its media planning and buying business.
CLAIMS DIRECT is seeking an agency for its £5m ad account.
Channel 5 has secured a deal to air an extra series of Celebrity Big Brother this year and picked up a six-year agreement to retain highlights of England's home cricket Test matches
The broadcaster signed a £40m two-year agreement with Big Brother-creator Endemol last year that included one series Celebrity Big Brother and the non-celebrity version per year. Channel 5 has already aired its second series of CBB earlier this year, with Big Brother to return for second time on the channel in the summer. However, a new deal has been agreed to air one more CBB late summer.
Also, Channel 5 has also renewed its broadcast contract with the England & Wales Cricket Board, which gives the channel exclusive TV rights to air highlights of all international home matches, including Tests, one-day internationals and Twenty20 games until 2017.
ZenithOptimedia has cut over £60m from its UK advertising forecast for 2012, even though there is an uplift from the London Olympics and the European football championships.
Telegraph Media Group saw operating profit decline 7.3% to £55.7m in 2011, according to the publisher’s latest financial figures for the year ending 1 January 2012.
However, revenue last year rose 2% on the year to £331m, as advertising, digital and other consumer revenue categories all saw year-on-year growth. Circulation revenues were bolstered by cover price increases and remained flat on the year, though TMG’s bottom line was hit by rising costs, especially “substantially higher newsprint prices”.
Northern & Shell is to roll out a major programme of cuts at its newspapers, which could mean between £8m and £18m of costs at the Express and Star.
The publisher's executives have also reviewed if the Daily Star Sunday is sustainable due to News International's return to the Sunday tabloid market, especially due to a costly price war in which both titles are being sold at 50p.
However, the Daily Star Sunday has performed the best out of all of the tabloid Sunday papers since the closure of the News of the World.
Name: Ben Williamson
Position: Press Officer
Ad spend: £ 482,255.00
Gray & Osbourn Ltd.
Name: Andrew Watson
Position: Marketing Manager
Ad spend: £ 1,164,949.00
Name: Estelle Tonelli
Position: Communications Director
Ad spend: £ 301,969.00