THOUGHT (aka Centric's Blog)

I was talking to an illustrator we work with the other day, and I mentioned we were going to be doing some blogs and podcasts for our clients.

He blinked twice, and asked me, “What’s a blog?”

He was serious. He didn’t know.

I explained that a blog was a place where people shared their experiences, knowledge, insight, commentary, and opinions. Like a long series of articles on stuff you wouldn’t find in the mainstream media, or a stream-of-consciousness view inside someone’s mind, or a string of rants that have you nodding your head in agreement.

He nodded, and asked an even more stunning question. “Why would they do this?” he said.

Because this is how you do an end-run around conventional media, I said. Bob Lutz, chairman of General Motors, has a blog because he didn’t like the treatment that GM was getting in the mass media. He wanted a way to talk to enthusiasts directly. And, with comments enabled, he’s able to respond to some of their most valid concerns.

Dozens of authors have build fanbases online through blogs and forums, then picked up a book deal. There’s an entire division of Ace Books that is looking for nothing but darlings of the blogosphere. And so many bloggers have so much readership, listenership, and viewership, that it’s starting to cause the implosion of newspapers and magazines, and make radio and TV nervous.

With that, a light went on. “You can talk to customers directly?” he said. “That’s wonderful!”

Yes it is, I said. Of course, when you’re talking a business blog, you have to remember you’re on their ground. If they don’t agree, their voices will drown yours. No matter how much you spent on your latest ad campaign or branding initiative.

Which makes it different. Which means, when we talk corporate blogs, we have to talk about what the customers want–and what they will believe. In the end-run around traditional media, we’re discovering one of the oldest lessons: integrity. It’s an interesting world we’re heading towards.

I was thinking about this when the illustrator nodded, agreed, and said, “What’s a podcast?”

More later.

Jason Stoddard
www.centric.com

Ok, let’s get this over with. Advertising is dead. Which is why I love owning a small advertising agency.

Huh?

Maybe I should clear things up a bit. Conventional advertising is dead. So are all the old ideas about branding. So is virtually everything they taught about mass media before the turn of the century. We’re in the midst of unprecedented change. And in change there’s opportunity.

And that’s fun. That’s what I love.

Consider this. The 18-25 age group now spends more time online than watching TV. The same age group values word of mouth more than any other form of communication. And over 50% of the content online is generated by the users themselves. That is, it is not advertising. It is not big media. It is not your brand message.

Which means if they don’t believe what you’re saying, word speads immediately. You can’t control it. Your advertising doesn’t work. Your brand is toast.

Over 50% of our work these days is in the interactive realm, and yet, until now, it’s just been “another thing we do.” Now, it’s prime.

I’m inviting you to watch as we help transform our clients—the trials, the tribulations, the ups and downs, as we serve as a guide to the continuous opportunities in new media.

Until next time.

Jason Stoddard
www.centric.com