From the ridiculous to the sublime

A week ago the Internet was buzzing with debate about the colour of a dress.

Today the Salvation Army turned it into a provocative and thought-provoking advertising campaign about domestic violence.

It’s a brilliant piece of creative subversion that the Salvation Army should be applauded for, enabled by close monitoring of trends; creative expertise; swift decision-making and good management of media channels.

Combine all those things together in one team and it’s amazing what can be achieved – from Oreo’s taking of Twitter by storm after a Superbowl power cut to the kind of rich coverage of a serious social issue we’ve seen today.

It’s also a great illustration of why I love the Internet – you can go from the utterly ephemeral to the most complex and serious of stories in a moment.

And often when you’re least expecting it.

My prediction for 2015

Source: visitlondon.com

Source: visitlondon.com

This is less of a prediction and more of a hope.

And for brevity’s sake I’m restricting myself to one because after all; there are enough lists of 2015 predictions out there already without me adding to the stack.

2014 has seen some fantastic examples of social media marketing, but despite the wealth of creativity and increasingly keen measurement on display, brands and organisations are still only scratching the surface of what’s possible in social.

The decline (or demise) of organic reach in Facebook and the potential for the same thing to happen on other platforms has been a big topic of conversation this year.

It’s certainly a significant development and it should prompt much more creativity in content strategy and I hope more considered customer segmentation too, but in 2015 I’d like to see organisations think beyond content marketing and brand promotion, and get a grasp of what social means for other business functions like customer service; innovation; customer relationship management and partner collaboration.

I’m being a bit harsh here (maybe it’s the Christmas fatigue setting in) – there are some great examples out there of organisations approaching social in a truly strategic way, but they are still the exception rather than the rule and in 2015 I’d love to see more organisations taking determined steps forward.

And that’s not just to keep me in a job…I genuinely want to see something new!

I talk to plenty of people in organisations of all sizes who recognise the potential social has to offer, but struggle to make a change due to the lack of internal will or direction in the places where they work.

This year I’d like to see more leaders recognise the opportunity to gain some competitive advantage and deliver more value to customers by thinking strategically about how they can harness the social character of their organisations.

I’d also like to see more people at lower levels in organisations applying their initiative to make positive, constructive changes.

After all, that’s often where the best ideas come from.

This obviously takes a bit of gumption from workers, but also the culture change, systems and technology to support them.

Top-down change and more creative impetus from the grassroots could make for an exciting combination.

The technology and cultural potential is there, I hope more organisations have the will to harness it.