In our latest spot for Honey Nut Cheerios, the cereal’s spokesman BuzzBee co-starred with internet sensation and meme superstar Grumpy Cat, and the immutably disgruntled feline was not impressed per usual.
Meet Peter Bray, our Director of Digital Arts here at SaatchiNY. You can follow him on twitter @PeterBray or take a look at his Linkedin profile if you want to learn some more about him. Recently he wrote and interesting piece on the future on marketing and advertisement in the world of social media. To Peter, it is no longer about likes, it is about the Age of Interesting. Check it out:
Chances are that you weren’t the most popular person in school. I know I certainly wasn’t. I didn’t have the traits required for widespread appeal. I excelled in sports that didn’t have social currency, I didn’t wear the right clothes, and I probably didn’t spend enough time cultivating my image. Sure, I had a few loyal friends, but they were primarily friends with whom I shared an interest.
Why am I mentioning this? Because with Facebook’s algorithm change, many brands are worried about what happens to the reach that they paid for through acquiring fans. But the good news is, and it is good news, popularity should be even less of a goal. The truth is that there is still tremendous opportunities for audience building, we just have to change the starting goal. It is time to forget popularity.
Think back on who you remember from school or college, or from 20 years ago. Chances are you found them interesting and were drawn to them for this unique appeal, rather than remembering the most popular people. But more importantly, perhaps you place a higher personal value on the people you found interesting.
Welcome to the Age of Interesting.
When brands now post to Facebook, they are now lucky if they reach even 3% of their fans. This push methodology is suddenly a lot less useful.
But if you are one of the brands cursing that the rules of the game have been changed by Facebook, think of it as an opportunity. It is time for some classical pull marketing.
Stop worrying about creating popular content, and refocus on creating interesting content. Create content that people want to find, that they want to seek out. Think about refreshing your following in social media by valuing quality over quantity. The number of likes should never be a key metric for any brand, it is more of the canary in the coalmine went it comes to a brand’s health, at best.
In the Age of Interesting, content that tells a resonating story with your target market will win. Content that attracts like minded people will win. Content that has a point of view will win.
Having a point of view means that you will alienate some consumers. You may not be getting the daily numbers you are used to when it comes to likes and fans. And that is okay.
Artists understand this, memorable musicians understand this, and great campaigns understand this. People as they grow into maturity, away from the harsh standards of the schoolyard understand this too.
The people that you will be left with will be of far higher value. Popular content is really content that is interesting to whatever you think is a high number of people. Now is the time to forget popularity, start focusing on interesting, not just in social media but in all your media. I guarantee your brand, and most importantly your consumers, will thank you for it.
Esoterica: The last thing any brand wants to be is on people’s consideration sets but rarely purchased. Have consumers decide which side of the fence they want to jump off to. There is nothing worse than a fence sitter for your ROI. Make them jump.
Whit Shaw is an Assistant Account Executive for the Yoplait team. Former University of Pennsylvania Sprint Football Captain, Whit is just as excited to work for SaatchiNY as he is to hold puppies (that’s saying a lot!). You can find him on LinkedIn here, talk with him on twitter over here, and check out an awesome interview of Whit all the way over here.
WHAT DO YOU DO AT SAATCHI & SAATCHI?
Assistant Account Executive for Yoplait
WHAT’S THE LAST GREAT EVENT YOU WENT TO?
Full Moon Party in Thailand last summer.
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER RECEIVED?
“Twenty years from now you will be more disappointed by the things you didn’t do than by the by the ones you did do”
“…Anything worth doing is worth overdoing. Moderation is for cowards.”
WHAT’S YOUR GREATEST NOTHING IS IMPOSSIBLE STORY?
I read a story recently about a man that was attacked by a bear but managed to kill it with a stick he found on the ground. I think if a guy can do that then I shouldn’t have too much to complain about.
The Winter Olympics are finally here and what better way to celebrate than with baby Game Faces?
Pampers is putting a baby-centric spin on the Games with the Pampers Game Face Maker on Facebook where parents can create their own Olympics-themed meme, and share their keepsake with friends. After, fans can also enter the sweepstakes for a chance to win a photo shoot with Team USA Freeskier David Wise or a year supply of diapers.
Follow on Twitter (@Pampers) for real time commentary by babies and “Like” Pampers on Facebook to see Game Faces created by fans through the Olympics.
This week was brought to you by the letter F. The internet was ablaze with f-word topics like Freelancing and Facebook and Filibustering. We’ve got all three covered in this week’s Links You Should Give a S#*t About, plus a cool new project from Google and the saddest/best fun fact we’ve read in a long time. Happy browsing!
THE STATE OF FREELANCE WRITING
Nate Thayer is a freelance journalist who’s traveled the world and amassed 20+ years of experience. So when The Atlantic asked if they could use his story without paying for it, he was obviously a little insulted. The social media force of freelance journalists have since taken up the cause and it’s raising lots of interesting questions about what good writing on the internet is worth these days. We particularly like this gigantic discussion from The Awl.
Not to be outdone, Google also introduced a fun new product this week. Meet Art, Copy & Code. A still-sort-of-hazily defined re-imagining of advertising. It looks cool enough we’re interested in learning more, anyway.
RAND PAUL TALKED FOR A LONG TIME (AND TWITTER LIKED IT)
Kentucky Senator Rand Paul proved that he could stand-up and talk for a long time, unleashing a 13 hour old-school filibuster in response to President Obama’s nomination for Head of the CIA. In a modern twist, Twitter fueled excitement over the whole thing so much that fellow republicans started showing up later in the day to bask in some of Paul’s limelight.
DANIEL-SAN = MIYAGI
Perhaps the most mind-altering facts from the internet comes from Yahoo Movie News, which informed the world this week that Ralph Macchio (better known as Daniel-san from the original Karate Kid films) is currently the same age that Pat Morita (aka Mr. Miyagi) was when the first film was shot in 1984. I feel old, you feel old . . . we all feel old! Hooray for Friday.
We took a break from Links You Should Give a S#*t About last thanks to a short Friday before Memorial Day. Today we’re back – and we’ve got some great stuff for you! Seriously, there’s at least two links here that will blow your mind/make your jaw drop. Happy browsing!
SUPER TALENTED SISTER MUSICIANS ARE BETTER THAN YOU AT LIFE
A few different people sent us the link to this ridiculous cover video of two young sisters performing a Robyn song. Beware – this will make you feel less talented almost immediately.
FACEBOOK MARKETING INFOGRAPH
The majority of the FB stories this week have been both negative and IPO focused. However, we came across this cool infographic about the brands best utilizing the site.
THE NEW YORKER SERIALIZES A SHORT STORY ON TWITTER
The New Yorker is serially publishing a short story sequel to last year’s Pulitzer Prize winning novel Visit From the Goon Squad on Twitter. The story is being tweeted in installments, one per minute for an hour, starting nightly at 8 p.m. Interesting stuff.
Tax season got you down? Maybe you should think about heading over to the Trident Fun Audit. If you haven’t done it already, head over to Bureau of Fun, connect to Facebook and try it out! The experience is part of the digital launch of the new “See What Unfolds” campaign.
It’s Friday the 13th, which means this is an especially spooky-scary edition of Links You Should Give a S#*t About. Or just a typical one . . . except it’s on Friday the 13th, which makes it somewhat spooky by default . . . right? OK, fine, it’s just some cool stuff from the internet . . . but Jim Henson! The Muppets! Internet-related brain atrophy!
Jason Segel’s “The Muppet’s” introduced a whole new generation to The Muppet’s last year, but this pitch video is a shining example of why the brand was so loved to begin with. Advertising agencies and creative folks in general can learn a lot from the enthusiasm, passion and smarts that made this 3 minute piece of genius.
Saatchi & Saatchi New York
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Who We Are
Saatchi & Saatchi New York is the largest agency in the 140-office Saatchi & Saatchi global network. We create loyalty beyond reason by transforming brands into Lovemarks—moving your brand from being “known for something” to being “known for things that people care about.”
Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks reach people’s hearts as well as their minds, creating an intimate, emotional connection that they just can’t live without. Ever.