Earlier this week I attended the New Media Summit, organised by Frocomm, and was encouraged by the strides taken in social media development among Australian organisations.
While last year much of the debate centred around what could be achieved through social media, this year, PR professionals, communications practitioners and digital specialists all referred to examples they had undertaken themselves, and the success they’d experienced.
Mandi Bateson, Jodee Rich, Cathie McGinn and Fergus Hanson provided advice and insights which are always useful and, particularly this year, practical. But the thing that grabbed me was the presence of NAB, Weight Watchers and American Express discussing campaigns they had rolled out, how, and what the results had been.
Particularly with NAB’s ‘Break Up’ campaign, the way various business divisions worked together to create content, seed the campaign and engage customers during roll out showed the level of strategy and cohesion behind it.
The overwhelming theme was: dive in and give it a go; ask forgiveness later, not permission first.
Now, I‘m borrowing that phrase from one of the presenters on the day (but they asked for it not to be attributed to them so I’ll ensure their secrecy…), but the underlying premise is what I want to focus on. All these businesses made mistakes; they all learned things along the way; and all had success in refining their approach.
Of course, these three campaigns in particular evolved from a strong idea, and having interesting content is still the key. The companies also reached their targets in an extremely effective manner and, in the case of NAB and American Express, use mainstream media to complement social to great effect.
As an industry, Australia is certainly punching above its weight. Jodee mentioned we’re sixth in the world for Twitter volume and, as a society, we’ve never been afraid to dive in and give things a go. Hopefully these sorts of examples will highlight the opportunities available when considering social media as a part of every communications campaign.