Lessons for hiring, growing and sustaining in the digital age – Netflix CEO on freedom and responsibility in the workplacePosted: February 19, 2017 | |
So many lessons in here for any business particularly one looking to grow or transform in a digital age.
Preventing chaos, bureaucracy and allowing employees to take responsibility and act in the company’s best interests.
‘Holidays’s are coming, holidays are coming…’
…well ok, they’ve just been, but it seems an appropriate time of year to highlight the marketing feats that have come out of The Coca-Cola Company over the last few decades. The arrival of the Coke truck, the cuddly polar bears, the big red and white Santa have all been synonymous with Christmas or ‘Holiday’, evoking warm memories in consumers hearts ever since I have been born and long before.
The Company has managed to use it’s communications with consumers to claim ‘ownership’ of Christmas, to mark the start of it even (as several of my friends tweets/fb posts will testify), to sell their chilled sweetened beverages.
The Christmas Coke strategy hasn’t been the only great feat to come out of The Company’s marketing efforts, and across the range they are responsible for a great catalogue of interesting and successful work. However, as a brand with such a heritage they have, like other big brands, had to work out how to continue such success in an increasingly complex, changing, fragmented and uncertain marketing world. To do this they have set out their stall and formulated a recipe for marketing success in the 21st century in the below 2 films.
They attempt to answer the questions on every 21st Century marketer’s lips:
– How to get to grips with new technologies
– How to cope with moving away from reliance on the TVC and the core idea often encapsulated within it, adding layers to it with other channels
– How to leverage content and tie it back to unifying brand proposition
– How to be answer the demand of ‘always on’ comms
– How to use agency and content providers
– How to divide their budgets to ensure results and testing
– How to research their work and derive quality learnings and useable insights
In the spirit of transparency, they have shared their work with these ‘RSA Animate‘ style animated films, uploaded to YouTube and boldly open for all including competitors to see.
Here they are, hopefully much more coherent than my waffle. Erm… ‘Enjoy’
“The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed. Coca Cola have always been at the forefront of innovation. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company’s portfolio of global brands. In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that “every contact point with a customer should tell an emotional story”.”
The TED talk below isn’t particularly new but I have only just found the time to watch this and it is something that I feel pretty passionately about so thought I would pop down a few thoughts.
In the 9 minute video, Eric Pariser takes us through his eloquent argument against the ‘personalisation’ of the web by algorithms set-up to increase the content you are exposed to that is of a similar kind to that you have previously engaged with.
The ‘Filter Bubble’ refers to your web, and the content inside it that is similar to that which you liked before. The perils of this mean that our interestes become ‘dumbed down’ increasing the sugar factor’ of entertainment vs challenging material.
The strange thing for me as a social media professional how few people actually know this outside media and advertising. Speaking to people about their Facebook news feed is perhaps the best demonstration, and people are astounded to know it’s probably only about 5% of the conversations that are going on that pop up in it. Notice your peripheral friends becoming more marginalised anyone?
Ignoring the slightly out of date stats up front, this deck is a good introduction to the idea of monitoring the ‘health’ of your Facebook brand page. It proposes the idea that 25% of ‘social’ time should be spent crunching the data/analytics, the equivalent of taking a step back and surveying your progress.
The most important point to take out is that most people are unlikely to want your brand updates cluttering their newsfeed, so one way to get your message out there is to use your advocates (highly engaged fans) to spread your message for you. This reinforces the point that so many seem to miss which is that overall numbers of ‘Likes’ are not the ‘Holy Grail’ of FB brand pages but measurements like engagement a much more effective benchmark.
One of the benefits of social media and social networks, is that they provide us with an arena in which we can witness real time ‘word of mouth’ and ‘sentiment’ about surrounding events. On a meaningful level that could mean events as they unfold in an emerging revolution or struggle for democracy as we have witnessed recently in North Africa where networks are a direct way of spreading unfiltered messages to others in the midst of things and the outside world.
Personally I have an issue with overstating the role of social media in recent events such as the Libyan protests, as the media seem intent on purveying social networks as the spark to revolution, where I believe they simply facilitate a free-er and speedier transferrance (sic.) of existing ideas. While they facilitate conversation spread they are not the ‘reasons’ for revolution but at best catalysts.
Quibbling aside about the role of these networks in deeper issues than advertising, much the same rules apply to this space. Social media provides the platform for feedback from those on the ground and allows us the opportunity to amplify niche events, promoting them to the wider world. As brands are in the business of stoking and owning the word of mouth around (often costly) brand funded events, it only makes sense to call on any tools we can to increase the coverage and referral around these. Despite this simple truth however, fairly few experiential/event companies seem to be ‘getting’ social and I think an opportunity is being missed.
One agency that definitely gets it is C&M and they have compiled a framework and series of checklists for making sure your event creates a #buzz around it.
Want to know what the future looks like? Well you could watch a YouTube video about ‘yoof’ or check out this nice looking presentation on slideshare.
Ignore the wanky beginning…war Dubai etc…the meaty stuff kicks in later on.