The Next Creative Battleground: Video Captions?

With Facebook’s move to auto-displaying captions on videos in the Feed, the creative has a new place to flex their muscles – good old fashioned text.

The latest creative use of subtitles comes from Dos Equis as they bid farewell to “The Most Interesting Man in the World” as he presumably is bound to become “The Most Interesting Man in the Galaxy” or something else… That isn’t the point. The point is Dos Equis is using their captions in Facebook’s caption on default land of the Feed to drive people clicking to expand or unmuting: 

  
    
 
Now, admittedly, this isn’t the most ingenious use of captioning to drive home a point, but it’s a start. 

Hotels.com used their “Captain Obvious” character and their own captions to create a fun experience with sound off a while back, but now that Facebook allows the uploading of .SRT files for on-video captions, that means a similar experience for uses across videos.

Fun story about .SRT files + Facebook – they’re finicky. We just ran a global video campaign with 50+ .SRT language caption files – hard work but the campaign was awesome and a ton of fun.

When will Twitter jump on board the no sound + caption train? Has to be soon, right? 

Why We Should All be Rooting for Twitter

Everyone hates the Patriots. OK, not everyone, but a lot of people. They don t hate them because they’re bad, though, they hate them because they’re the best. It sucks watching Tom Brady somehow find a way (Excelt for losing to Denver tonight!) time and time again. We all want to root for the underdogs… we want to get behind those scrappy teams that don’t have all the flash and glitz. The teams that we grew up on that are fighting.

That’s how I think of Twitter.

 I sent my first Tweet from a classroom computer at the School of Visual Concepts where Clay McDaniel and Andy Boyer taught me more than I’d known before about the world of social marketing. After that class, I told myself I’d be doing that as part of my job… I started working for Clay and Andy 5 months later (and then returned to teach that same class for three years).

  
Facebook is, by all accounts, the leader in today’s Internet – and don’t get me wrong, I like Facebook a hell of a lot more than I like the Patriots – and they earned it. They took down MySpace. They grew even as Google was biting at their heels and making plays. 

Twitter, though, came up at roughly the same time and, for all intents and purposes, had the same chances Facebook had to be the biggest on the block, but they didn’t – for a number of reasons.

But instead of LOLing at Twitter’s continued attempts to keep growing and to make products that bring more value to its user base, we should be cheering them on. Twitter, after all, is still where many go for “breaking” information. It’s where you can learn about a trending topic in an unfiltered feed of people you follow – sans algorithm.

Facebook probably wouldn’t be the Facebook it is today without Twitter. Their pushing and competing between 2010 – 2014 brought us more advancements and features in the mobile world than we’d seen the previous 10 years before that. Competition in the social space is just as important as competition in the world economy — it keeps innovation flowing.
The people I’ve worked with at Twitter are incredibly smart and laser focused on users and the brands that help make Twitter what it is.

Is it weird I miss this guy? #failwhale

A photo posted by Ron Schott (@ronschott) on Jan 23, 2016 at 10:44pm PST

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I made a joke the othe night about missing the #FailWhale — and I was only slightly kidding. The days when you’d get a #FailWhale were exciting because Twitter was growing so quickly and so many people were engaged around a single topic (usually) that the servers literally couldn’t keep up. It was kind of fun. I’m also a fan of the Robot who’s arm fell off.

As an advertiser, Twitter’s ability to target real-time conversations has always been an incredible draw for me. They’ve innovated quickly to bring new formats which aren’t just exciting for brands, but engaging and interesting for users. With the addition of Periscope, Twitter has an opportunity to tap into real-time conversations and situations that can put anyone from anywhere in the middle of the action.

So, I’m excited for what @jack and the team have in store. I’ve always been a fan, but I think more people have an incredible opportunity to see how awesome Twitter really can be.

Let’s root for the underdog.

Disclaimer: This post and the entirety of this blog are my personal opinions. Content included in no way is the opinion of my employer, Microsoft. I was not and will not be compensated for this post. I also like Facebook and Instagram — even YouTube… They just aren’t getting slammed right now. 

Advertisers’ Notes: Facebook Launches Sports Stadium in Bid to Win Live Sports Convo Battle Royale

  
Twitter gets a lot of credit for being the place for “live” social commentary, whether it’s about moments in time (elections, etc.) or sporting events. However, Facebook has been really keen the past few years to tell advertisers they have a much larger volume ofnconversation around events… the only problem is that Facebook’s security features and the nature of the algorithmically-curated News Feed mean that users are rarely seeing conversations about an event from outside their friend circle.

Facebook is taking a step toward creating a space to watch, participate in, and curate conversations around events — starting with the launch of Sports Stadium

With 650 million sports fans, Facebook is the world’s largest stadium. People already turn to Facebook to celebrate, commiserate, and talk trash with their friends and other fans. – Facebook Sports Stadium Press Release 


The What

Users will be able to see stats, clips, expert commentary, and posts from other fans in the experience, which is launching for “American Football” now.

The So What?

While this is relegated to sports right now, it’s easy to see how Facebook could easily port these moments-based conversation extravaganzas to things like the Academy Awards, political debates, and national events/holidays. 

Why Should Advertisers Care?

These new experiences provide the future opportunity for sponsorship of events (think Red Bull having Stadium-like events for their Soap Box Derby thing), ad inclusion via sponsored content within the experiences (think stats brought to you by Bing), and through more traditional display-type ads within the experience (think Click Here to Win an iPad).

Instagram Carousel Ads in the Wild

While I’m stoked that I got served this ad from Amazon, sadly it was a bit of a wasted impression – I’m already a Prime member. Might want to get some do-not-serve list info in there.

A couple thoughts on the unit itself:

  • Pretty slick. The swipe functionality is intuitive.
  • The content beyond the ‘Learn More” is good. Looks to be fairly customizable.
  • This might be a bug, but the ‘Learn More’ shows on the first image when you first see it in the feed, then when you swipe to the second image, it goes away. Then if you swipe back to the first its gone. It always shows up on the third image, though. Could have some impact on clicks to the ‘Learn More’ content.

On the Amazon ad:

  • Really great imagery
  • Great info
  • Great CTA
  • This should be the standard other advertisers strive to hit
  • One weird thing: Whatever is on the screen is barely visible. Is this on purpose? What is that even? Photo storage?

   
     

Pinterest Goes All In on New Ad Messaging

Pinterest’s opportunity for paid media has been apparent ever since numbers of sales originating from pins on the site started to circulate.

Why is Pinterest so good at conversion compared to the more mature, larger networks like Twitter, Facebook, and Instagram?

Pinterest’s head of operations, Don Faul, gives his two cents to the WSJ (and they’re good ones):

“Pinterest is not a traditional user-generated content platform, it’s a place where people are coming to discover new businesses, new brands and new products… Our users are expressing their future intent. It’s not the shoes they bought last week, or where they went on vacation six months ago.”

It’s that last part that really shows you the “why” in the explanation of Pinterest’s paid media opportunity – relevancy not just to users’ interests, but actually being at the right point in a user’s purchase journey.

Think about it – how often do you go to Twitter with the intent to buy something? You might be thinking about buying something and head to Twitter to ask friends (and complete strangers) for their input. Likewise with Facebook, you’re not going on Facebook to buy something – or to make a final decision.

However, with Pinterest, users are often collecting and narrowing choices between products (via their pins or those of others) they actually intend to buy (or want to at least).

Additionally, the fact that you can actually see an pin, click it, and be adding that item to your shopping card within seconds puts Pinterest ahead of the other image-laden social network out there vying for ad dollars – Instagram.

Measure What Matters: Conversation Starters for Measuring Digital

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Say this with me: BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DATA! BIG DAAAAATAAAAAA!

Got it out of your system? Great. Now, don’t say those words again – unless you sincerely mean them.

In today’s marketing/business world, the idea that he who has the most data makes the best decisions is actually doing more harm than good. Granted, there are many companies out there wading through the data flood that are doing it with ease (and surprise, they’re usually based in the technology sector), but that’s not the case for most brands. I’m not a data scientist – I’m a marketer. I know enough about query strings, pivot tables, and APIs to get myself in trouble (and I usually do). What I do know, though, is that marketing/advertising/PR/customer service/[insert business group function here] have an obligation to report metrics that matter – not just to their group, but to the business and the business’ goals. Here are four ideas to spark your thinking about creating a meaningful digital measurement and reporting program. Note: If you were expecting to read this and get a list of KPIs to throw in a dashboard and call it a day – you’re sadly not going to get that. Each opportunity is different, thanks to different goals, data availability, and structure. Sadly, there is no one-size-fit-all solution.

Know Your Business Goals

Fans are a great stat, if you’re a baseball team and you’re looking at how successful you are. Likewise, if you’re running a Broadway show, you want to make sure you have as many people in the theatre every night as is humanly possible. It’s not the same for brands. Brands’ business goals can range from the incredibly tactical “Sell 5,000,000 laptops this Christmas,” to the fluffy “be the most-loved mobile device maker in the world.” Each of those are great in their own right, but there aren’t really marketing metrics that directly tie to them – and there shouldn’t be.

If your business goal is to sell 5,000,000 laptops at Christmas, you’re probably going to look at measuring clicks on links, site traffic, and conversions – but you’re not going to be too concerned with buzz or sentiment, as long as those laptops are getting from the assembly line to under someone’s Christmas tree.

If you’re aiming for the slightly more fluffy “be the most loved mobile device maker in the world,” you’re probably more concerned with measuring sentiment online, positive buzz, number of complaints, and scores from your customer service team. The point here is, you have to know and agree on business goals before you go collecting digital metrics, as trying to make them fit when going the other way can be messy.

Measureable Should Equal Actionable

If you can’t do something based off the insights your teams create around reporting, what’s the point? I use the words “Actionable Insights” with my teams and clients. Yes, that campaign got a bazillion and three impressions, but what did we learn? The learning wasn’t that we got a bazillion and three impressions, but that people reacted positively to ads that contained a blue background 3x better than images with an orange background – so we should create more images with blue backgrounds. That’s something that our creative/content team can immediately start doing once they read the report.

I like to end reports with a “Three Things to Do by Tomorrow” slide that gives people very clear marching orders – whether those are optimizations or net-new tactics. Doing this gets people thinking in terms of “what did we learn that we can action right away to save money and be more effective.”

Automate What You Can

APIs and automated downloads are your friend. They’re also the friend of your reporting and measurement teams. If they can spend less time clicking download, that means they have more time to analyse the data, working toward that idea of Actionable Insights.

While we’d all like to have custom-built tools plugged into APIs-a-plenty, that’s simply not possible for many marketers. What is possible, though, is creating regular reporting using automatic downloads – and using tools to help where networks don’t have the options.

The time you save will most likely outweigh the costs associated with automated data and report delivery, but more importantly, it frees your teams up to focus on objectives.

Forget Everything Else

This is probably the hardest bit, quite honestly. Once you set your framework, you need to let it run for a while so you can see what’s working and what isn’t. When you start bolding things on, taking things off, and augmenting existing pieces you eventually end up right back where you started – with a jumble of numbers and insights that don’t match up, don’t show change over time (because you keep changing), and don’t necessarily level up to business goals.

Making a concerted effort to measure and report on the pieces that matter not only to your specific area of the business, but wider business goals means less time and effort on your part and savings for the company in the way of data licensing/storage/tools/etc.

I once had a client that paid a company to essentially search the internet for mentions of their brand and hand score (because things like Crimson Hexagon didn’t exist yet) posts to let them know the mix of positive, negative, and neutral comments. So, every month the client got their numbers, read verbatim examples… and then continued doing exactly what they were doing. What was the point? The number had become nothing more than a check box on a review sheet – not actionable.

Note: I don’t mean to just go heads-down, but you do need to actually start measuring/reporting at some point – and that takes turning off the big data info flow for a bit.

At The End of the Day…

CEOs of large companies don’t keep track (or at least I hope not) of how many Facebook fans they have. If marketers can start thinking in terms of overarching goals and how what they’re doing contributes to those goals, that’s a good first step. The amount of data out there won’t get smaller anytime soon, so it’s up to us to fight for streamlined processes where possible and to help push for better understanding about metrics that really matter.

 

Comic via: http://dilbert.com/dyn/str_strip/000000000/00000000/0000000/100000/60000/2000/700/162783/162783.strip.sunday.gif 

Ditch the Digital Marketing Diets

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January is a tricky time to be a marketer, unless you’re working with clients in the fitness or health sectors – then it’s a free-for-all. It’s a time when consumers are making often short-lived commitments and resolutions to do things like eat better, drink less, exercise more, or to (gasp) disconnect from technology. It’s also a time when marketing plans are being put in motion for the year… something that actually looks lot like a New Year resolution lists for the ad world. “We’re going to use social more!” “We’re going to be mobile optimised!”

Those are all great ideas, and they’re things brands should be talking about, but sadly they’re also like so many New Year’s resolutions: they don’t last. You’ll hear countless experts say “diets don’t work.” But, what do you mean diets don’t work? I see people get skinny all the time, you say. Those experts would argue that it’s not dieting that creates those lasting changes, it’s changes in behavior and practice.

So, then, why can’t brands and agencies use the same thinking when looking at shifting their marketing tack?

Drop the Fads

People love fads. Consumers, ad people, PR people, everyone – it’s built into our DNA. We want to be part of the “now” that drives popular culture and opinion. You see it with advertising all the time. Remember flash mobs? QR codes (which somehow keep making it into plans)? It’s not to say these things don’t deserve a slide in a pitch deck, but as part of a larger plan… not just a flash in the pan to show how “with it” you are.

Visualize

Marketers as a whole spend a lot of time thinking about how to get consumers to do something they want – whether it’s buy a car, download an app, click a link, etc. What marketers (myself included) can do in 2014 to help buck the trend of constantly changing tactics is to get ahead of the consumer with research and studies aimed at pinpointing behaviors and planning for the future.

Measure (The Right) Things, But Not Everything

Big data, while a sexy-sounding term, is actually doing more harm than good in the marketing world right now. The “the more data the better” thought has created a digital gold rush of sorts to be the brand/agency with “the most data on [insert topic/audience/etc. here].” While data are great (<3 Data), there’s something to be said for having core metrics and KPIs in place that you can then use structured data sets to measure. This idea that going out and grabbing simply as much data as you can about audiences, markets, and outcomes simply creates (in most cases) data paralysis.

Use the Mirror More

There are many studies out there that actually point to scales being a negative part of getting healthy, mostly because people become number-obsessed and don’t spend enough time looking at and feeling the changes that are actually going on. The same can be said for digital marketing. Along with the data flood that’s clouding PPT docs everywhere, has come the rise of the “ultra-plugged-in performance watcher.” There’s nothing wrong with real-time data, but when you’re nit-picking campaigns in real-time and not giving them the chance to run their course, you run the risk of not only fatiguing your team, but missing out on opportunities.  

That’s all I’ve got… I’m off to do 1,000 digital crunches.