Digigen & The TinMan

I recently had a really interesting conversation with a favourite client. We “clashed” over a chart I produced saying that insight and data are what drives digital strategy. The client had recently attended a conference where big players such as Unilever were saying that data is killing marketing. Interesting.

At that point in time I didn’t think that was the case, but actually perhaps she was right. I don’t think data is killing marketing, but I do think bad research, pointless numbers, or data lacking real insight is. Not a day goes by where I don’t see data from a social media agency or research panel, pointing out how great social media is or who isn’t great at it. These are interesting, for a bit, but I think they are damaging to the industry that we work in. Fundamentally, this sort of research is clouding the more serious issues that we, in social media, need to answer. (continues below…)

Some recent examples include:

- Nielsen’s  “People who follow celebrities, also follow brands” (Link here)

- Radley Yeldar’s “Not all the Top 100 FTSE companies are that social” (Link here)

- Peer Index’s “whoever has the most influence on twitter is the best social agency” (Link here)

Its not that I completely disagree with these reports, I just don’t feel they are going to help drive the industry forward to the point where we are a meaningful force, with hugely credible research supporting investment. As we have seen, and as Brian Solis pointed out, Social ROI and research is time-consuming. It takes time to pull together tools which don’t always answer the questions we post on their own.

I think focused research, potentially lead by the IAB, will enable all parties to sell in the idea of social media without the slightly dismissive notion that “companies simply aren’t committed to being open and transparent”. The more we push out meaningless stats, hand drawn infographics, and basic panel results (I saw one recently for 40 people and it was being billed as conclusive) the less seriously people will treat tools like BrandWatch, Radian6, or others.

My background is data, direct response, boring I know. However, I do think its the responsibility of all of us who work in social media, those who study social culture and preach twitter/facebook, to create groundbreaking research into what we do convincing more clients than just Coke to invest sizeable chunks of their media and ad spend.

The key things I would love to find out are:

- What the differing ROI of followers/fans/likes are across multiple industries.

- What is the value of an influencer tweet/post/update about our brands.

- What is the path to conversion from a video play to an in-store sale.

- What factors should be considered in the differing approaches to social channels and how do these convert to sale differently.

- How successful is the shortening of the commercial process by “socialising” your commerce platform.

I’d much rather see these. And you, what would you like to see?

Thanks to my good friend and future business collaborator David Fieldhouse for this five quick predictions for mobile in 2011. In all honesty, Dave could have written a list three or four times as long as this, yet managed to condense his fantastic knowledge into five simple points. These are the things that Dave, founder of Lucidity Mobile, believes will be happening for brands in 2011:

1) Domination of the smartphone

The smartphone will reach 50% penetration and drive the whole market. Android will dominate and overtake Blackberry and iPhone. Microsoft will ramp quickly and also overtake iPhone in the UK. Nokia devices will be the last choice for consumers and may be bought by Microsoft (maybe!). These handsets will generate more impressions, more interactions, more apps and more mobile friendly destinations.

2) M:Commerce

M:commerce is set to explode next year both in app and via mobile sites. Ebay sold $500m worth of goods in 2010 and now Marks and Spencer, Ocado, Tesco and John Lewis are now selling product via the mobile device. E:commerce sparked the web explosion and mobile will be no different next year.

3) Social Commerce

The holy trinity of location, social media and vouchering will be huge in 2011. Facebook Deals allow consumers to “check-in” to real locations and claim a free offer or discount. The scale of Facebook will change the way retailers use social media and mobile.

Matt – You can see more about our views on Social Commerce and location-based technology in the following presentation:

4) Augmented Reality

Brands have been experimenting already with AR but expect more on-pack and revenue generating campaigns next year. The technology will become more
immersive, more mobile and more ubiquitous in 2011.

Me – AR has always felt a bit gimmicky. Used by some agencies to show how creative they are with technology, but yet there haven’t always been the best uses for the long-term. I think AR will see break-throughs in multiple areas from education to gaming, to further developments of street level AR.

5) (Genuine) Near Field Communication (Finally!)

Want to pay for stuff by just swiping your phone? 2011 will see this happen primarily with Barclaycard contactless payments and Orange. Expect others to follow suit with Oyster on your mobile coming at the end of the year.

Me – The Barclays ads have highlighted that contactless technology is something that will make our daily lives a whole lot smoother/quicker/wetter? but the more brands that roll up NFC into their offerings the more we are going to be helped out as consumers. Oyster on mobile? That is something which would definetly help on those bleary Monday mornings.

For more from Dave Fieldhouse and Lucidity Mobile Click Here