Feb 07
22
On the Verge with Ogilvy Part 2
The second half of Verge began with a Panel discussion led by Moderator Carolyn Convey
(Director of Interactive Services & Digital Media, OgilvyOne Toronto) along with MyThum’s – Michael Carter (President and CEO), MySpace’s Joshua Bloom (Midwest/Detroit Sales Director), Ray Newal, Head of Content and Business Development, Yahoo! Canada and Ryan Trotman, Director, MTV Canada. I liked the notion of Carolyn receiving all the questions via her blackberry up on the stage, which kept the grandstanding to a minimum and let the questions be distributed fairly amongst the panel. The presentations themselves were a bit too salesy in my opinion, featuring typical case studies, without a ton of insight.
The most interesting part to me was Yahoo! and their Brand Universe concept, which appears to be your typical ad-sponsored portal page, until you realize that all the content is pulled from feeds, flickr, etc. Actually it looks alot like an advertising application of Yahoo! Pipes and thankfully the moderator actually pointed out that 200+ Brand Universe sections are not currently paid and were done on spec by Yahoo!. Something is changing at Yahoo and they seem to be exhibiting the kind of innovation that we have come to expect from Google.
The highlight of the day was definitely the session on the Net Generation: How Generation X and Y Formulate Brand Decisions by Don Tapscott (President, New Paradigm, Author of Wikinomics). His presentation was based on the Echo generation (kids of the boomers) and how they have internalized the notion of networked and digital communications to a point where it has little to do with technology for them. Summary of his main points about the Net Generation:
- Freedom – Massive choice for this generation is the norm and few find it as paralyzing as their elders do
- Customization – They want to custom-order, hack and mod everything to express themselves
- Scrutinzers – Have excellent BS detectors, understand the context, inner workings and movitations of the companies they support
- Integrity – A smarter and kinder generation overall who demand authenticity and transparency from the companies they patronize. A brand promise is not enough, they need proof
- Collaboration – This is a connected group and their influence spreads way past their own peers
- Entertainment – Actively converge, work, learning, shopping and entertainment as well as switching between them all very rapidly
- Speed – Demand very quick response time from companies
- Innovation – insist on unique products and constant innovation
Echo Generation + Web 2.0 = A Social Revolution (Right on, Mr. Tapscott)
The final presentation of the day featured an exuberant delivery by Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne worldwide, who tried to bring it back down to reality making a series of recomendations that the clients in the room should investigate/implement immediately:
- Harvest Seachers – basic SEO, SEM, and Use cases for content
- Re-define TV to Video Persausion – Look beyond the boob tube for places to place and or create meaningful video experiences
- Get a good Email Marketing Engine
- Put your Customers to Work – Open source product innovation to the fans who want to help you.
- Use digital to help you travel the last mile – Look past the web for digital applications at retail and Point of Sale level.
Overall it was an excellent way to spend a half day and for those feeling left behind or scared of the jungle that is Web 2.0 it is nice to hear the refrain “We haven’t got it all figured out either, but let’s start exploring together.”
