Musings from GroupM: What is Social Creativity? - Rob Norman - MediaBizBloggers

Social creativityMessaging in the stream Not a new Kenny Rogers Dolly Parton collaboration rather the aspiration of marketers wishing to bathe in the warmth of earned media The idea goes like this The brand creates a social home that people can join like or check in to and as a consequence allow the brand to join their news feed and the streams of those they know This feels good quotNquot people take an action and quotN x friends of Nquot are potentially exposed to the resultant flow of comments or messages This makes for a fine CPM calculation and thus one rather quotmedia likequot basis for valuing a friend or a followerAm I alone in finding this a little unsatisfying It pays to spend a little while in brand sponsored social environments before gifting your client virtual Kool Aid simply to follow the type and volume of exchanges that take place The sad fact is that most of it is somewhere between lame and prosaic and its dissemination is unlikely to be of any real valueThe wise Miles Young CEO of Ogilvy has taken to quoting Abraham Lincoln on the subject of social media Lincoln posited that quotcharacter is like a tree reputation is like its shadowquot This is a useful reference and pushes one towards the necessary question quotwhat does your tree look likequotIf you are Pepsi Refresh Everything or American Express Members Project you have a pretty good answer to the tree question You have created participation with purpose The same is not true for everyone and suggests that more time and energy needs to be devoted to developing a real social strategy in which participation in the stream creates value for the participant and the interlocking streams of their social graphThis brings us to the question of quotwhat is social creativityquot Put simply it39s creativity that people want to keep and share It does not have to be social as in socially responsible but that39s as good a space to start as any It can also be socially valuable inside information that it39s worth being on the inside of Bergdorf Goodman for example or service experience enhancing Best Buy Dell Jet Blue Macy39s Starbucks All these cases are ones where the value exchange between the brand and its friends are clearThe attraction of these strategies is also that they support long term marketing objectives in a channel that has been dominated by short term tactics and the pursuit of the last click The good thing about trees is that they live long lives and cast long shadowsRob Norman is a member of the GroupM Global Executive Committee and is CEO of GroupM Interaction Worldwide Robamp8217s principle tasks are developing the interaction organization within GroupM developing positioning and thought leadership and leading the interaction contribution to business development Rob can be reached at robnormangroupmcomRead all Rob39s MediaBizBloggers commentaries at Musings from GroupM MediaBizBloggersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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Musings from GroupM: What is Social Creativity? - Rob Norman - MediaBizBloggers

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