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March 2009
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Social media:
And another thing...
It’s good to talk
Scot McKee, MD of Birddog, is fed up with the recession, and
says its time we all focused on social media instead
Accenture: Lazy advertising T
here are two conversations – the almost everyone – client and agency – has
agenda and the hidden agenda. The missed the point of these technologies. The
agenda is the recession, the point is the conversation.
economy, the shoot-me-now-and- The conversation is, for the first time,
let’s-just-end-it-all agenda. being shaped and determined by the
That’s a very dull and depressing customer not the provider. That was always
The claws are out for Accenture agenda and is it really what we want to the intention of the social media model –
What is it about Accenture? Has anyone told spend the next year(s) talking about? I’m it’s very Web 2.0. There’s a good argument
them there’s a recession going on? Apparently still not getting anything helpful or that says ‘conversation doesn’t pay the
not, if the latest incarnation of its long-running interesting out of this conversation and on rent’, (http://canuckflack.com/2008/03/the-
ad campaign featuring golfing superstar Tiger the basis that I’m not actually going to top conversation-is-fcked/) but inevitably, new
Woods is anything to go by. myself (http://listverse.com/health/top-10- things take a while to figure out and I have
Whoever’s pulling the marketing strings at ways-to-commit-suicide/) just yet, I’d quite the impression that the moment has
Accenture clearly believes that, despite the like to move forward. arrived. There’s plenty of tech geekery
downturn, the days of ridiculous over-blown I’ll concede one point on the recession around the subject and there are a load of
brand building exercises are far from over. agenda. For the foreseeable future, clients no-marks professing, but there’s also a
Apparently superlatives rule when it comes and agencies are going to have to try
to marketing of professional services firms – different things and deliver results. Sound
bigger is better, and marketing is simply about familiar?
getting a global celebrity, finding a vaguely The far more interesting hidden agenda
coherent message (in this case, effectively: was just warming up last year when the
‘you can be as good at business as Tiger is at economic shit hit the fan – it’s the social
golf if you use Accenture’) and slapping your media agenda. Has anyone noticed how
brand all over it, and your work here is done. social media has been spreading like a
Have they learned nothing from watching disease, except it’s not a disease. Social
‘Mad Men’?!! diseases (www.allbusiness.com/services/
amusement-recreation-services/4391276-
Searching for an alternative 1.html) are different and absolutely not on
What’s the biggest marketing challenge out the agenda. “There are no social media
there right now? ‘Being Fred Goodwin’s PR Everyone’s had a look at social media
experts. No one knows
manager’, I hear you say. Well, quite possibly. and formed an opinion – waste of time,
However, we would contend that launching a waste of money, don’t understand it, can’t what’s going to work”
new search engine, and taking on the massive see the point. Or maybe they’ve become
resources of Google has to come a close second. social media ‘experts’ with a view on what
Scot McKee, MD, Birddog
Just such a task is facing the backers of will and will not generate revenue, offer
Oparla (www.oparla.com) a new search value and produce returns. Everyone’s full
engine that is the brainchild of British of shit of course, because there are no movement of a growing conversation. It
entrepreneur Daniel Jupp. The site has some experts, no one knows what’s going to has nothing to do with the people who
grand plans to revolutionise search marketing. work and the whole space is a complete think they know the answer to ‘Social
Specifically, it aims to embrace the world of land-grab. media revenue generation models’. It’s just
Web 2.0 for search marketing and embed I had a punt at twitter the other day and about the people – having the
forum and blog functionality into searches, it’s like the Wild West (www.telegraph.co. conversations and working it out for
allowing users to rate sites for usefulness. It uk/scienceandtechnology/technology/twitte themselves and with each other. And from
also aims to pioneer new ad revenue models. r/4511830/Twitters-top-30-users.html) out those conversations comes the revenue.
It all sounds very exciting, but there. But I started some conversations and Just as it always has.
unfortunately dreaming up a new business they’re carrying on. I revisited Linkedin So as clients and agencies and brand
model and designing the technology will be a too, where I was able to create a champions and marketers, how are we all
walk in the park compared to the challenge it permission-based network of almost three going to reinvent ourselves? How will we be
faces in persuading searchers to use it hundred people interested in Birddog ‘creative’ in a Web 2.0 world? How will we
regularly, and switch from Google. Which is a conversations, in just a few days. I’ve got promote our brands when we can’t ‘push’
shame, because it’s an area badly in of some absolutely no idea what I’m going to do messages but have to learn how to ‘pull’?
competition. with my twitter streams or my Linkedin Respond to or comment on this article on the
network – yet. But I do know that, so far, B2B Marketing Blog at
www.b2bm.biz/blog
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