Looking forward to 2010 – Julian Cole

Julian Cole is a good bloke and an active contributor within the digital marketing community.

Last week, he left agency The Population to head to The Conscience Organisation. Before any of that happened he gave me the areas in 2010 he believes will be interesting.

Right now he’s in India.

1/ I think in 2010 there is going to be a massive shift of marketing/advertising dollars into Facebook. Facebook pretty much IS social media in this country. FB accounts for 29 per cent of all time spent online by Australians. Don’t worry about getting a twitter, blogs or starting a forum, concentrate on where the people are and that is Facebook.

2/ On the business side of things, Facebook will be taking a share from traditional CRM platforms. We have only seen the start of Social CRM in Australia, some of the successes are KFC – 86,000 fans, Pringles – 253,000 fans, Masterchef – 47,000 fans. These brands can now informs their fans of marketing messages whenever they need to.

3/ Money used to develop microsites will be shifted to Facebook – we will see a shift from creating campaigns specific microsites, to these sites being built through Facebook. This year we saw Tooheys 5 Seeds Cider develop their whole microsite on Facebook. Look out for more brands doing this.

4/ Community Managers for the Blue Chips – Telecommunications, Banks, Automotive, Entertainment and Sporting Properties will all see the introduction of Community Managers. This new role will listen and manage the conversations online about their brands. For a lot of companies this will be an extension of their customer service department. CBA and Optus are currently looking for Community Managers.


9 responses to “Looking forward to 2010 – Julian Cole

  1. Thanks for sharing this Ben.

    Agree with most of what Julian has to say…

    Let me preface the rest of this post by saying that i am an advocate & believer of the invaluable role social media plays in marketing today.

    One thing that beats me fundamentally is the reluctance of brands/businesses to evolve & be more flexible with their parent sites for marketing & comms purposes.

    Previously clients would build microsites, create content, communities and then kill them – kinda like giving birth to a baby, having a baby shower party inviting everyone to come check out the baby, and on its first birthday – kill the baby.

    Instead of adding depth to their sites i.e. archiving campaign content and fueling sustained growth in search scores that come with history, volume of content & linking to their parent sites.

    Now it’s time we move to Facebook, heavy reliance on third party platforms is a risk – be it facebook or whatever…

    The brand & campaign owner will continue to have limited access to the IP of their audience on social networks and what they can do with it over time, and no uncovery benefits leveraging search indexing, if anything you send traffic to facebook (who clearly don’t need it) instead your own environments.

    Also, I think I wrote on another post sometime back on your blog, facebook is a mere application, like twitter & MySpace, and google – they are replaceable & to some degree fickle – depending on how far ahead you look, brands who built massive communities on MySpace with no focus on migrating them over to their own sites today feel a little burnt as their ‘friends’ on Myspace left em.

    Spending ongoing cash of development & design of these temporary flights may be better spent on sub domains within their parent sites, and leveraging social networks correctly to lure relevant audiences to it.

    Hubs on social networks are kinda like rivers, but unless the rivers flow in & out of an ocean (i.e. your media), the rivers eventually dry up and the fish that lived it die.

    I may not understand this area as well as you guys publishing blogs etc, and but have learnt the importance of owning IP & the importance of building your own assets online.

    Your recent work with the Hungry Jack’s site is a good example of one client taking a step in the right direction.

  2. I work for Adify so clearly have an interest in anything to do with online communities.

    Let me just say its great to see interesting discussion around brands and what opportunities exist for them online.

    However the opportunities are far broader and more compelling than Facebook when it comes to communities.

    Brands can find their customers on myriad ‘passion sites’ throughout the mid-tail and aggregate them in meaningful numbers. This creates a fantastic platform for relevant, targeted campaigns but also other communications with influential publishers, content feeds, surveys and much more.


  3. This video that sums it all up beautifully –


    ps. thanks Henry Feagins for dropping this to my inbox today!

  4. 1. Facebook – I agree more with Mo than with Jules on this one. Facebook is where the people are but isn’t the same argument used to sell TV ads? FB is also the most attention poor site, full of “sameness”. Yes, once in a while there is a “viral campaign” but as Mo said it’s more like a baby shower (event) than the start of a brand community (process).
    2. I don’t think CRM will be effected by facebook as they should work together. The budget for facebook (and online generally) will come by giving up three ads in a magazine or two tv spots.
    3. Money will still be used for microsites, facebook and community management. I’m not sure the 5seed campaign is such a success. I like the idea but numbers on facebook and twitter are low. I hope they will keep going with it and not “kill the baby”.
    4. Totally agree on this one. We see this happening with our clients like Melbourne’s GPO and others.
    Ben and Jules, Thanks for your thoughts. Have a great Xmas guys and happy new year.

  5. Pingback: 2009 Wrap-up – the highs and lows of earned media | FRANkVizeum - Brand Strategy Company | Media Innovation | Social Media Strategy | Marketing Communications | Social Media Agency

  6. Interesting thoughts from Jules.

    I’m not sure FB is the holy grail, or that automatically equating number of fans with success always makes sense, but agree that FB is one of the more useful sites for brands.

    Some brands.

    There are strong arguments to utilise other sites for microsites, I think a blanket move to FB for brands creating short term microsites would be overkill.

  7. you fish where the fish are.

    if people spend the majority of their time on fb (like i do), then creating a facebook page there which already has an existing community is a lot easier.

    it could be the death of microsites! I like the idea of creating extensions (subsites) or your main site, so you can also retain the IP and bring the audience to your website as well.

    i also agree with the community management aspect for blue chips, sort of like what comcast does with its customer service ala comcast cares.

  8. Don’t get me wrong, I’m an advocate of Social Media, and digital media aswell – heck, I’m developing resourcing plans & helping companies hire Community Managers – however, thinking that Facebook is the holy grail, is a little naive. I do agree with most of the comments above.

    Is it just me or does Julian looks a little silly/obsessed as 3 of his 4 ‘things that will be interesting in 2010’ are to do with Facebook?

    More specifically, Social Databases, like Fans on Facebook, are definitely part of your CRM, however, they are NO WHERE NEAR as valuable as an email address (for example). You will never get the reach, click through rate and conversion from Facebook like you get from someone who’s given you their email address – by a long shot.

    Fish where the fish are? People do spend their lives infront of the TV, at pubs, in bed, on planes, at hospitals, on OTHER blogs & forums.
    So why fish at the Facebook pond instead of other blog and forums, or on planes, at pubs or hospitals, people hang out there too…?

    Good discussion created Ben.

  9. Pingback: 2009 Wrap-up – the highs and lows of earned media | FRANk

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