Opinions And Ramblings By Adam Kmiec On All Things

Tag Archives: Oscars

Moments Happen Every Day

As we move to an age of what some are calling “real time marketing” we need to consider how to make our marketing more meaningful. This past Super Bowl was a tipping point for brands who might have been on the fence about social media marketing. Efforts by Audi, Oreo and Walgreens highlighted how providing quick and contextual marketing during an event can breakthrough. This post by Jay Baer does a great job of highlighting how hard it is to do great marketing. Notice, I didn’t say great social marketing or great “real time marketing.” I said great marketing. Getting to great marketing is tough. It takes a near perfect storm of the right brand, the right team, the right opportunity and the right stage.

The key for making a lot of this work is being honest about the social currency your brand has. Not all brands have a natural social currency that leads to a natural intersection of pop culture (eg The Oscars) and marketing. Additionally, I can’t stress enough the importance of planning. “Real Time Marketing” or whatever we need to call it, isn’t just about events, it’s about being in the moment…and moments happen every day, not just during the Super Bowl, Oscars or Grammy’s.

I tend to think this is less about real time marketing and more about right time marketing. Real time marketing, as currently conceived, seems almost forced. It’s being fast for the sake of being fast. Right time marketing is more about making sure the right message, is delivered at the right time to the right audience. This isn’t easy. It takes work. It takes effort. It’s a process. It’s a marathon.

It definitely requires some new wiring internally. That re-wiring takes time. But, eventually the muscle memory gets there and it simply becomes the way you create amazing experiences.

As I turn the lens inward, we’ve evolved in the last year. I see progress every day. We, like many brands, definitely stepped up our game following the Super Bowl. For example, this effort by our Campbell Kitchen team during the Grammy’s sticks out as nailing the right moment with the right creative at the right time:

There’s still work to be done. We’re not 100% bright. No one is. That’s the fun.

There’s a certain level of “geek” in all of us. It’s part of what gets us excited when we see a great ad. One of the most challenging things is balancing the inner-geek with what’s right for the business. The inner-geek wants to do the things that are interesting, cool, innovative and headline grabbing. But, I have a responsibility to my team, the great brands I work on and the company who trusted me in this position. The easiest way to temper that inner-geek is to remind myself it’s about driving a brand’s success, not my own personal success.

How I Use Twitter

A good friend of mine, who also happens to be a twitter newbie, asked me a really interesting question the other day: “How do you use twitter?” I never really thought about how I “use” twitter. I just do. But, this got my brain going and I started to really think about how I engaged with twitter.

I’ve seen some interesting posts from people on how they use twitter. Some of their opinions I agree with, while others…not so much. Jeremiah Owyang has one of the best write-ups on twitter usage.  I don’t agree with a lot of what he writes, but honestly that’s the beauty of sites like twitter. You get to decide how you interact with it; the site doesn’t dictate your usage. It’s open ended.

The more and more I thought about my own personal habits, it became amazingly clear that I use twitter for 4 reasons:

  1. Learn: Sites and services like iGoogle are great, but they rely on other sites to update information. As I’ve written before, I feel like people are blogging less and the quality of blog posts are decreasing. I can learn anywhere from 10 to 20X more in an hour on twitter than I via iGoogle. Twitter also brings into the equation multiple perspectives on an issue or topic. Frequently, I’ve had one take-away initially after reading a tweet, but then an alternate POV after seeing the real time discussion.
  2. Share: In general I like offering my thoughts on a topic and helping people out. I love being able to answer a question or offer up my POV to someone who’s asked it of the community. Sometimes they take it, other times they don’t, and often my perspective starts up nice dialogue. As I come across things I think people will find interesting I post them. What I post varies though. Everything from links to an article, a retweet of someone else, or simply what’s going through my mind are fair game.
  3. Connect: I’ve met new people, engaged with old friends/colleagues, and recruited through twitter. Some of the new people I’ve met have opened my eyes and expanded my brain to alternate ways of thinking. The real payoff has been when I’ve met these people in person. Michael Leis is a great example. I met him via twitter. Then I recruited him to speak at my company. He flew out to Minneapolis and we had a great discussion over dinner. The dinner conversation was just the tip of the iceberg though. Thoughts and theories from his presentation have stuck with me and I’ve used them still. Very cool.
  4. Research: This is the best part about twitter. I can ask a question and get near instant feedback. From car advice to city specific information (eg does downtown Pittsburgh still have free WiFi) I’ve been able to get people’s feedback. Often, not always, I’ve listened to the “crowd” and based my decision solely on their opinions. That’s only half of the research part. The search function in twitter lets me query keywords against all of the tweets that have been posted. I can see people’s opinions (even the ones I’m not following) on cameras, phones, movies, new CDs, and even Beyonce’s outfit at the Oscars. Yes, I could use Google for that type of research, but the information wouldn’t be as current as it is with twitter. Also, it would be hit or miss on my ability to ask the opinion maker for feedback. On twitter asking someone for more information about a tweet is commonplace.

So, there you have it. Those are the 4 ways I use twitter. My guess is you use twitter for at least one of the above reasons. I’d love to hear how else you use twitter. I’m sure there’s something I’m missing.  I’m also going to work on a list of ways I don’t use twitter.  This is fun.