MiCpicks: Tim Dolan’s ‘Three things I want to know about…’
Fjord Interactive's new VP digital strategy weighs in on the three things he wishes he knew more about - and invites readers to share their examples with him.
To identify the work Canada’s media gurus think best exemplifies smart new media thinking, MiC regularly invites guest curators to share their thoughts on the Really Important Things That Are Happening in the mediaverse. Today, Tim Dolan, the new VP of digital strategy at Fjord Interactive, the digital division of Cossette, weighs in not on the things that inspire him, but the things he wishes would inspire him. If you think you can help him out, please feel free to let us know.
I’ve drawn a blank. Literally.
I planned on sharing three inspiring examples of marketers dialoging through social channels in a progressive and thoughtful manner suited to the medium. However, after a fair bit of digging, I have come up empty-handed. So, instead of sharing three things you should know about, I am sharing three things I would like to know about – specifically, examples of the following within social media.
1. A marketer not talking about themselves
How popular is that party guest constantly droning on about their own accomplishments? Given similar social dynamics, it is not surprising that one-note marketers are viewed as pariahs within social media channels. Stop talking about yourself. Please. I would like to know about an example that goes against the grain and engages people in a wider palate of topics connected to what is shared between the brand and the customer. What industry trends do you find interesting? What are your product designers inspired by? Why?
2. A conversation connected to what’s happening in my world
What are we going to talk about six months from now? I have no idea. And if it is going to be interesting, I can’t know – it should be determined by what is happening in my world on that day. However, so many marketers craft and adhere to inward-looking and long-term communication plans that their eventual posts, tweets and updates appear out of synch. I would like to know of examples where a marketer is nimbly making an effort to be relevant to me, in my world, at this moment.
3. An interaction not designed to make me like you
How many memorable conversations (or conversationalists) involve complete and utter accommodation and agreement? I am not talking about service interactions, but conversations. I bet the most resonant involve difference of opinion, clear emotion and mutual respect. I would like to know of examples where a brand takes a position, and whose end commercial benefit comes from bravely standing out from the clutter and connecting with people who are intuitively aware of, and skeptical towards, marketer’s motives.
Let me be clear, I am not attempting to be overly contrarian or sabotage anyone’s marketing activities. I recognize that many of these points bend traditional marketing in uncomfortable ways. I also recognize that the opportunity is ripe for marketers to not just participate in this space, but to engage in interesting new ways best suited to the medium. And as soon as I see three examples that you should know about, I’ll be sure to let you know.