I am embarrassed to say that despite being a total online geek (some may say online whore as I use it so much and so many tools), in my professional life I have not led a more innovative and aggressive use of new media and tools. Focusing more on the traditional marketing tools of TV, print, in-store. Is this what you also revert to?
I really started challenging myself on this. This challenge started when I was merrily criticising the UK ITV TV channel and the producers/ owners of the "Britain's Got Talent" show who found that one of the acts (Susan Boyle) exploded into a global sensation due to clips posted by fans (ignoring any copyright) on YouTube. The clip (which was finally put up officially) has been watched some staggering 62 million times (and that is just 1 clip as other copies have several million as well) and growing. The station and owners making no money from it initially as they had not fully thought past the traditional model of selling space in the show on air, and some revenues from viewer phone-in voting. (Even I make money from my hotel room and other clips on YouTube). This was all as Susan Boyle, due to the YouTube fame, appearing on Oprah and Larry King live making a local UK TV show a worldwide feature. This is after an audition mind you - she has not won the show (as of writing) and may not. But her fame is assured. As is ITV for not being more aware of the new models available to them to reach consumers.
While I was criticising them for not embracing new media, embracing the power of people who engage with new media and social networks to discover things, I realised I was the same creature.
Why are people like me who even when using new media and tools so much as consumers, forgetting it all when we walk through the door of the office? I have blogs, use twitter, use Google news as my main source of news, on Facebook at least once a day, do all my holiday and travel using tripadvisor and online, buy a large amount of things online, use iPod and listen to podcasts every day... And so on. But have not championed them for the brand.
Why?
Is it because it is easier to use the tools that are more familiar with the management upwards and those leading the countries? Habit and familiarity?
Or is it because agencies have stayed as agencies, and still talk in a language of TV and Print (oh and here is how you could run that online) and so are not challenging enough? The online function seem to all be in different divisions in agencies, and not central to the process.
I really think I, and everyone needs to really revolt! We have to be more focused on the total journey from awareness to consideration to commitment and purchase by our target and where in that chain we need to influence.
Keeping acting more like a consumer when you walk through the door of the office!
Take a look at the video of Susan Boyle that made her the internet and international sensation: click here to watch on YouTube:
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