Top 5 Videos: Marketing, Metrics & Identity
What does a like on Facebook mean to my bottom line? What KPIs reflect social media engagement? How can I get my brand going global overnight? When did I last sleep?
If you’re asking yourself any of the above, you’re letting your marketing get the better of you. A Facebook thumbs up, for the time being at least, means just that. Nothing more. Engagement can’t be measured by attention metrics. And if you can’t remember when you last slept, turn your monitor off and go home. Seriously.
However, if you’re interested in what a Facebook like could mean for your brand, how to better measure online engagement with your audience – or indeed why work and life isn’t about balance, but integration – then we might just have a remedy at hand for your viewing pleasure.
Allow me to introduce you to this week’s top five MeetTheBoss videos on all things Marketing.
“The definition of what you are is what you become”
A legend in sartorial circles, Boateng became well known for his trademark twist on classic British tailoring, opening his first shop on London’s famous Saville Row at the tender age of 28. When we first met him, his inherent understanding of how to position himself (and thus his brand and style) blew us away. Discussing how to position yourself through a better knowledge of your market – as well as the need to ‘own your message’ – you can watch the full interview here.
“It’s not looking at the special places – it’s about looking around. Looking at everything is important”
One of the most popular interviews across the MeetTheBoss channel, we kicked off (ahem) our interview with Unzeta at FC Barcelona’s home stadium. And very nice it was, too. We found out how Barcelona managed to globally align itself with its motto – “more than a club” – and why branding is more than a marketing exercise for the club. A definite watch for all you brand managers and marketers out there.
“Any metric that becomes a target loses its value as a metric…generally, the things that digital media and mobile media do particularly well aren’t measured by attention metrics”
An ‘ad guy’ through and through, Sutherland’s candid and humorous approach to discussing the often tech-centric subject of metrics in the digital age brought a new flavour to the interview. From Goodhart’s Law to the futility of sales and attention metrics to measure the beckoning age of digital and mobile media, CMOs and just about everyone in the digital marketing arena could learn a thing or three from one of Ogilvy’s leading lights.
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“This is not about work-life balance; there is no such thing. Work-life balance is moderate cop out. This is work-life integration.”
Another lad-of-the-ad, Roberts was by far one of our most entertaining interviewees. Needing little introduction, the Worldwide CEO of Saatchi & Saatchi – well known for his Pepsi Cola stunt in the last eighties, and later with his lovemarks principle – talked us through the importance of failing fast and fixing faster; what it takes to really succeed…and why experience and confidence can change everything.
Ford and McDonnell. McDonnell and Ford. Two gents with a penchant for all things media. Social. Digital. Print. A.N Other. Nothing was out of bounds during the interview. From turning your community into a tribe – to why it’s important not to monetize social media just yet – this is a watcher for community managers and CMOs alike. Oh, and creatives. And brand managers. And…have you clicked yet?
What was your favourite? Drop us a comment and give us your run down. Interested in taking your marketing conversation further? Check out our roundtables for this month and find out how you can become part of the discussion.
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Adam has interviewed over 450 chief executives from Adidas to Zappos. He has spoken on communication, leadership, and innovation at several major conferences, for organisations as diverse as CA and CeBIT, and is Master of Ceremonies for a number of brilliant business events.