Social Media: Saatchi’s Screw Up

“Toyota’s now disastrous foray into social media offers a demonstration of what skills an agency needs to play in that space. It’s now obvious that PR expertise is not an optional extra that ad agencies having a bit of a dabble in social media can do without. Although advertising has always had the potential to be controversial, for social media that possibility grows exponentially and that risk needs to be controlled. And as Saatchi & Saatchi has demonstrated, it now goes without saying that you actually need to understand social media before you start. You can’t start learning on the client’s time.”
I won’t bore you with the details, as the above post is very detailed … and this graphic is very telling …
There have been a few comments flying around to the effect that “any publicity is good publicity” – a notion I reject. Toyota doesn’t have an awareness problem … but it may have a perception problem. Something like this can only have a negative impact on the latter.
In mitigation, at least Australia is a small-ish territory (Pop. 22MM) , and I don’t think many of Toyota’s prospects will have been exposed to this (in Australia or elsewhere) … except us social media nerds that is …

Reblog this post [with Zemanta]

Death and Life of TV

The Death And Life Of Television
A post I missed from The Ad Contrarian: “Even though people have the opportunity to watch video on their computers and cellphones, TV accounts for 99 percent of all video consumed in 2008…” Interesting point of view and an unarguable stat (there are many more in the article). Except: what are people watching and how are they watching it on “TV” – in its many forms? I don’t think we should return to the TV-Centric dystopia of th3 50s-90s, but neither should we discount TVs undoubted power. I wonder if the Contrarian was railing against :30 ads back in the day they were the advertisers’ default choice?

death and life of tv

DVRs: Not quite such a threat after all
According to the most recent estimates from Nielsen, nearly one-third of all television households have a DVR, and the device is far from its saturation point. Still, media people may not need to fear a huge dropoff in commercial viewing due to time-shifted viewing.

Reblog this post [with Zemanta]