I’ve Ben thinking about:
1. Either we’re older or technology is better – either way, you can learn a lot about the way of the world by watching your kids.
2. A lot can happen in a minute…but the world can change in an Internet minute.
3. What you can learn from the back of a chip bag may surprise you.
1. The times, they are a changing. No, no really…they are. I know not everyone who reads my blog has kids – but I also know a lot of you do. So I have to ask – have you had a moment recently where your kids show you just how quickly the world is evolving. Sure, we’re older, but you know what? I refuse to believe that this is a normal generation gap. As someone in his mid-30s I’m pretty sure the technology curve between my parents and me wasn’t as great as it is now.
Want me to illustrate my point? Gladly. Last week my kids were in my office; my three-year-old, Leia, in about a period of seven minutes, showed me the difference between my generation and hers. The first example is my Apple TV. Leia started touching the screen because, you know, those icons match what are on my iPad and iPhone. She couldn’t get over the fact you couldn’t access the apps by touching them. Easy to see that one – the apps are ‘touchable’ on one device but not on another.
But then she turned around, pointed to my phone and said…’what’s that?’ I had to take a picture of her. Honestly, I can’t say I blame her. We don’t have a home phone – we use our cells. And when you look at the shows she watches on TV everyone is using a cell phone (or, in Agent P’s case, a watch, big screen, whatever).
I work every day on trying to communicate to people just how quickly things are changing and if we don’t prepare for this next generation we are going to be left behind. But every once in a while the reminders come in hard and fast.
2. Somewhat related, as I mentioned a few weeks ago, AKHIA puts out a weekly hot list of what’s going on in the wonderful world of digital that I just referenced. This infographic they linked to recently blew me away. It’s an incredible look at just what happens in a hot, Internet minute. You can see for yourself but consider:
In sixty seconds online, 41,000 Facebook posts are published, 278,000 tweets are sent, 11,000 searches are made on LinkedIn, 11,000 people are using Pinterest, 3,600 photos are uploaded to Instagram, 72 hours of video are uploaded to YouTube
3. Speaking of infographics, they are everywhere. Every…where. We’re using them quite a bit in communicating on behalf of our clients..and on our own behalf. From media relations to internal communications and training, we’re having great success in the new era of visual content.
But imagine your next campaign was being measured in plain view and everyone
could see if the great marketing idea you had was as good in real life as you thought it was in your head. That’s what Lays is doing with its very public campaign to pick their next flavor. The contest, as you most certainly have seen by now, is between Chicken and Waffles, Sriracha and Cheesy Garlic Bread. I’ve tried them and think all three are ridiculous but interestingly good. I do have a favorite – Sriracha – but realize the novelty of Chicken and Waffles will no doubt result in a victory.
BUT, is the contest a good one? Are people interested and engaging? Well, you only have to look to the back of the bag to find out. Yep, Lays is providing real time updates on the contest in the form of an infographic, right next to the (lack of) nutritional info.
As we’ve talked about a lot here, the marketing lines are become blurred. You no longer launch a campaign – you live in it. You know, thanks to social media and digital channels, you can change, edit, alter your campaign. You no longer can hide behind the ‘end’ of the campaign to produce results. You can do it at any time actually. And some companies, who want to show you how much YOU really are part of the campaign, integrate the results right into the package. I’m surprised the government hasn’t figured out how to put a big ol’ infographic on the back of your cigarettes. (How’d you like to design THAT infographic?)
Think about it. How much longer until we see average results published on that can of Slim-Fast? Visit the company’s microsite to see weekly results. Sign up for yourself and share your own results. Don’t read about the results – be the results. If we’re smart – and I think we are – we’ll continue to fuzz these lines and let the consumers in. We better – soon they’re going to stop knocking.