I was recently giving an associate some advice on marketing his sons new website. It started off with “make sure you’re targeting your keyword phrases at the audience you want to attract”. It moved on to “chasing the long tail”, which was closely followed by “gaining links”, “consider ad-words” and installing Google Analytics. When I asked if the son had any marketing budget it became apparent the company was a single one-man band that was building up a new business and trying to make a name for itself. Nothing wrong with that, in-fact in my eyes this is to be admired. However one thing is for sure, very few one-man bands have a marketing budget and even fewer have time to spend on marketing even if they do.

Many will therefore decide to use an agency. Which is fine. But when using an agency it’s important you are giving them direction to make sure they are spending their time – which equals your money, on the most productive areas.

Many sole-traders however, will not consider an agency for online activity if they have a bit of knowledge of how things work online. They have used the Internet before, searched on google, have their own facebook page and even dabble with internet banking so how hard can marketing their website be?

Therefore I wasn’t surprised that after I had given some SEO and PPC advice which would keep a marketing team happy for a good few weeks, he asked the inevitable next question…

“OK, that’s good – What else could he do?”

Armed with the fact there was little budget, I took a deep breath and started talking social media marketing. Viral videos, Facebook business pages, Twitter profiles, status updates, Digg it, Like this, Buzz that, Tweet the other… It was all in there. I looked at his face and he didn’t have to say a word, “How the f*** are you suppose to do all that” was written all over it.

That’s when it struck me that an awful lot of companies, not just one man bands, will be trying to cover everything in a blind panic that if they don’t they are missing out. I’m not going to argue that the media multiplier effect works. But is it the best use of the marketing coffers to spread it over all forms of media?

The answer is of course simple. Yes… If it works! No… If it doesn’t.

Social media is just that – media, just the same as the telephone, carrier pigeon, postal service or smoke signals! And in turn needs to be measure and quantified in exactly the same way as any other marketing channel (although, good luck measuring the impact of smoke signals!). It may be new(ish) and exciting but it hasn’t necessarily made the revolutionary changes everyone seems to attribute to it.

It boils down to spending the time you have most productively. Which can only be understood through measurement of your activities.

Many people attribute social media with Barrack Obama being in power today. I don’t.
If the massively impressive PR train that was employed for Obama wasn’t using social media they would have been using other channels. Who knows which would have been most effective?
There are too many variables in this case to truly understand if social media had the impact many say it did.

If we look back to a time before social media there have been figures that have changed the world quite easily without one single tweet or status update.  I’m sure Martin Luther King would have had a Facebook page during the Civil Rights era if it had been around. That wouldn’t have meant Facebook caused social change.  It appears the founders of social networking sites would have us believe they have invented a media channel that is far superior to anything we have experienced before.  And this is the reason it is capable of such great things.  I believe it’s simply these now multi-millionaires are simply shouting louder than inventors of the past.  Just think how many important decisions have been made over the humble telephone.  Yet I don’t hear anyone attributing wars that have been won, disasters that have been averted and lives that have been saved to the humble dog-n-bone, do you?

Social media marketing is a worthwhile channel, but only by measuring its impact when compared to other forms of media can you know if this is the channel you should be investing your valuable time in.

This is why the single most important piece of advice I gave my associate was to install Google Analytics.  Unfortunately I suspect it is the one piece of advice he may act upon but never follow up.  To delve into Google analytics and use it to ensure you are choosing the best suited media to your campaign takes time and a lot of it.  Time that a single person battling to make a new company work just doesn’t have.

I’ve been quite pleased with my purchase of an iPad, but when you spend your hard earned monies you want to be more than quite pleased. The reason I purchased an iPad was because I thought it was a revolutionary device, one that would bring a new dimension to surfing the web, enjoying multimedia and playing simple games.

But most of all I was looking forward to some apps from some highly skilled developers that would take advantage of the amazing apple UI that made the iPhone the best device of our time so far and the quality HD screen that displays bright vivid images beautifully.

Until now, I have been largely disappointed with the apps on offer, until now I have been struggling to find an app that delvers something new and noteworthy. Until now! So what app have I stumbled upon that has urged me to go as far as pick up my iPad and blog about it?
Answer: Flipboard.

Flipboard is a new take on the flip style flash interfaces many catalogue sites such as Next are offering. It allows you to add categorised content that is gathered from multiple sources to your contents page. So, you’re interested in technology? Add the TechCrunch feed, love food Add the smitten kitchen feed. The feeds are then presented in a flip style format, but you can also touch the article you want to read more about to see it in large format. This is presented beautifully with a slick zoom fade animation. If you want to see the full article on the web then a simple click on a web link takes you to the page. The clever part here is that it doesn’t just open up safari, it does this in it’s own browser so that when your finished you can go back easily to where you left off.

As well as adding content from multiple feeds, you can also add your Twitter and Facebook accounts. This again presents your Facebook and Twitter feeds in the same flip magazine style format. As far as Twitter is concerned, for me, this now makes it 100 times more interesting. The reason for this is the tweets from people you are following are pulled in as well as some of the content from links they are including in their tweet. This means you can read a snippet of the information on the URL they’re tweeting and see if you’re bothered enough to read the whole article.

The Facebook feed is also nicely done, allowing you to focus in on certain status updates or photo postings and add your own comments.

From the opening of Flipboard where you are presented in style with pics of the latest articles slowly zooming in and out, to then point you close the app after feasting on the all the content you’ve just flicked through. You know it’s an application you won’t be deleting any time soon.

I wouldn’t like to criticise anything about flipboard. You can see the time and effort that has been put in by the development team with every aspect of the app. I would like to see the option of adding more content boxes on the contents page, but understand this may have performance implications. The only other improvement I can think of is the ability to add urls of any rss feeds that are then pulled into the flipboard environment.

All in all though… What a Flippling good app! (sorry!)

Sometimes you happen across a marketing campaign that really makes you sit up and think… now that was genius. This is such a time. Old Spice have launched an online campaign that has taken the Internet by storm in the last few days and will surely be used as a case study in how to create a major buzz online.

As always with this type of campaign, the simplicity is astounding, there must be marketing agencies around the world saying “how the hell have we not thought of that!”.

The campaign

Old spice had their celebrity actor Isaiah Mustafa film several commercials and asked viewers online to tweet questions. The filming of the initial commercials would have took several weeks but the genius was in the follow-up.

When questions were tweeted they filmed responses from Isaiah in a bathroom with just a towel and bottle of old spice shower gel responding to the question. This was posted within an hour of it being asked. Now that’s no mean feat. Especially as they also injected some humour into the responses.

The impact was, as could be expected, huge. They have had over 4m YouTube hits, 70,000 Twitter followers and countless video responses and web bloggers like me responding to this campaign. Proctor and Gamble are laughing all the way to the brand awareness bank!

The fact they responded so quickly was the key to this success. Even Demi Moore asked for a response via her tweets!

It’s an example of how agencies are really pulling out all the stops to create the next best campaign and using online media to do it. Online enables such a quick response and has done for a few years now, so it’s a wonder something like this hasn’t been tried before. You can bet your bottom dollar it will be again now!

Old spice YouTube video