EzyInsights NYC Diary: AdWeek 2013 – PART 4
Documenting EzyInsight’s trip to NYC, as told in the unique voice of our Business Development Manager, Christel “Titte” Vaenerberg.
So much is happening here and I want to be in many places at the same time. But I have to choose.
I decided check out the CMO technology symposium – CMO’s and their opinion upon what is happening. I deliberately chose marketing people to get to know their challenges, because my background is in marketing, brand management and taking brands into the future.
I seem to have found many events by mistake where people on stage comment on possibilities not yet seen. These days great ideas can spread incredibly quickly and gives small brands potential coverage across the whole world – what an opportunity!
Very very few are talking about Twitter here. Wonder why! Most important issue to get your message spread beyond the good story/great idea. Scalability. Social media and digital scales due to frequency. Twitter equals frequency and you can tweet often. On Facebook, too high a frequency equals spamming. Hope I did not lose you 🙂
These CMOs said some mighty important things. Previously, Facebook was about listening, liking, commenting and customer service. Currently it is heading into loyalty and reputation management. This is exactly what EzyInsights is focused on. Understanding the value chain from listening and commenting, to building brand image via loyalty. And EzyInsights adds on one level more, Influence.
So why is this still so difficult to get it going?
Even here overseas the issue is among others that leadership has to buy into it, dedicating people and money into it. Small companies do monitoring and instant feedback. The big brands doing it right have social managers in each region and allow them to do their thing. They are allowed to post and answer autonomously. They are given freedom. Moments come and go extremely fast, if you need acceptance from an hierarchical organization you are too late.
It seems to be a factor of institutional will. It does not need a huge department, but it demands a culture around being a company of this generation.
This is an attack of middle management.