IAB and Tapping Users to Create Advertising
Media Fragmentation has put the user in the driver’s seat. Now the user has taken on a new role, that of creative director/producer of advertising. Numerous advertisers have turned to consumers to develop ads for specific campaigns and the surge of mash-ups and viral distribution has exploded. But does this mean user-generated advertising has arrived? Are the risks of conceding partial control of the brand offset by the rewards of awareness and engagement? Our panel will discuss these and other key questions surrounding UGA.
Moderator: Rich LeFurgy, General Partner, Archer Advisors
Cheryl Guerin, VP Promotions & Interactives, MasterCard, International
Tom Lynch, VP Marketing Strategy & Planning – Central Region, Avenue A | Razorfish
Tom Troja, VP Marketing, Pajamas Media
Q: How do you see ‘open-source marketing’ changing the role of marketing and agencies
CG: we no longer do one-off ads; it’s all part of an interactive programme. UGC has changed what we think as advertisers. But we won’t necessarily hand over the reins to consumers. Even with ‘priceless‘ (users added copy to pre-filmed ads) there were very few good ads. There needs to be good reasons why [we would hand over things] . We did the UGC contest, primarily to get people to know about the site. There have been no further competitions yet, but we still have UGC on the site, letting consumers know what is priceless to them. It’s challenging internally. A lot of fears at the beginning. But we have examples, it needs to start with an objective. We had plans, we had a .fill in the blanks. model. We monitored and moderated, our lawyers had to work hard to understand the law on this. You have to have a contingency plan.
Q: Conversational Marketing?
TT: look at the larger trend. People control what they consume, we try and create an infrastructure for brand to then talk to the market place. Objectives are crucial. Think about this in the long term - this is not a campaign. Let people provide the emotion; we can create process to set up a long term way - an effective channel. Build the layers, build belief and trust, set it up to build this right. This is way to get feedback and stay on target; get more people involved in the value. The brand can be the enabler.
Q: How can a brand leverage and keep control - or is losing control inevitable?
TL: you need to accept that we have less control than before. The power of the network is bigger and faster than any PR department. It is a fantastic thing - if we are keepers of the brand we have to listen more than ever before. It is not a relationship if people only want control. In many places there has not been a good relationship…you had to become iconic. These were the exception and not the rule. So how relevant was what we were doing before? If we listen more and become the voice of the customer than we will be in a lot better position than we ever were before. Need to become relevant.
Q: What is the role of the agency?
TL: You’ll see things like account planning become more digital; the traditional way will not work as well. Online you need to connect with niche. You have to break down mass concepts and do it on a micro level. The value is in connecting with customers, Big ideas are still big ideas - need to be customer centric. using focus groups to justify the big creative ideas instead of going with with customer focus.
CG: You start with the objective and measure against it. We use metrics a lot - how much awareness through buzz. It’s not a one-off, we launch and spend a lot on media to drive to it. We look at tracking. Agencies are coming up with ideas, nothign comes in without interactive components, it’s not just an ad.
Q: How do you encourage users to get involved?
TT: we’ve been working with blog and SM networks for 2 years. Initially a lot of what we were doing was not working. [advertising]. What did work was the conversations - looking for something different - we created a unit as a miniblog, showing the conversation taking place on client site. [an add unit that updated from RSS from main blog, showing different things at different times]. We have just added a video component, running 50M impressions. We have advanced thinking people who look for new/unique/different stuff - take a risk. eg mycadillacstory.com [a combination of ‘professional’ and UGC content about people’s Cadillac].
Q: What do you do when the genie is out the bottle [referred in particular to KFC and rats]
TL: The dynamic has shifted from where we could talk over the bad stuff; you can’t do that any more [RC: there are firms that try to clean up your search results though!]. You have to do things to maintain the brand. You have to engage in a dialogue, that’s the only thing you do. If you don’t have an official voice then you have no voice. You can’t shutdown, talkover, make them go away - you have to embrace and not deny. Stand up and talk about it. A keeper of the brand has a nurturing aspect - be responsible for all the dynamics. You can;t back away, just be reactive. If you have the perspective that you can;t stop it, you deal with it. You need to be responsible with it.
TT: We think of this as an opportunity to look at trust and credibility. It’s solving problems - and creating opportunities
TL: Starwood started putting up reviews. There was anxiety, we put some check sin place; there are negative comments, as a brand you want to know this. And then address it.
Audience Q&A
Q: The ‘festering sore’ in the agency business is production cost. Does an increase in UGC content herald a push back on production costs?
TL: Yes - that is one of the last barriers to being able to communicate regularly and there is no reason for it. There is not ‘one big idea’ and there is not the justification for doing it at that scale. We need to do more smaller stuff; we’re building digital studios in every single office. Quality in idea and execution - execution is easy in the digital space and therefore we have to take advantage of this.
Q: Does success lead to pressure to lower production costs?
CG: Pressure is on the ability to execute fully integrated programmes, the budgets are not getting any bigger and we need to do more with it. It can’t be taken from media buys.
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POSTED IN: Advertising Agencies, Conferences and Events, User Generated Content
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