I just stumbled across MTV Asia's "Being Young" presentation on slideshare. It is an informed and insightful presentation on the social and media shifts afoot with asian youth.
TV is no longer relevant. Spending time online, listening to music and communicating are. I wish I could just repeat that over and over as a mantra.
Every week I have a client wanting to launch a micro-site to "engage" people with some new aspect of their brand or offering. To what purpose?
MTV shows that youth spend more time online but on "Fewer sites". If a person only visits 7-11 sites in a day, what are the odds that some new micro-site is going to push its way into the mix? And what kind of investment is required to bump something like Facebook off their radar?
"we have to learn how to earn prime time now that we can't buy it."
- James Chadwick, Head of Strategy at Mindshare Asia
The full MTV Asia "Being Young" presentation is embedded for your viewing below.
This is it, everyone. The real deal. If we want to be "360", we
have to think "360" which means we have to develop cohesive views of
our audiences that incorporate media, social behaviors, digital
channels, devices and what matters to them.
Our view and use of media has to change. David Armano (or was it Dennis?) just posted a call for engagement and used real world examples on how Southwest Airlines and Zappos are effectively using twitter to earn time with customers.
"Social Networks are all about facilitating human connections, and instead of talking about how we can do this—I hear marketers asking "how do we monetize" and "how do we advertise" on them."
- David Armano
David gets it. MTV gets it. Even Mindshare, one of the largest media buyers on the planet, is getting it.
So why are brands still trying to advertise on social networks?
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