This internet thing has been one gigantic playground for me pretty much since the first day I got sucked into it sometime in 1997. Whether it was the projects and experiments that I could do for the different employers, the evolution of digital on its own and my own personal experimentations (such as this blog in 2005) the internet never stops to amaze me. Today I started out something new – although it’s kinda old. I’ve just sent out the first edition of WARPED, an email newsletter I will be sending out from now on on a weekly to bi-weekly basis. It felt like I needed a way to share interesting information, insights, ideas, … found around the internet to those interested in a way that is in between what this blog allows me to do on the one hand and sharing things on Twitter on the other. Hence the creation of WARPED.
Facebook reportedly slashing organic reach for pages. Or Why you should subscribe to our newsletter. Why am I not surprised.
Whatever the online media mix I’ve always been convinced that a company’s website is the central building block. There are many beliefs that have evolved over time, yet this one hasn’t, I think it’s key for brands to consider the main website as the most important owned media. That and the development of an direct email program. The biggest mistake brands can make is to consider social media as being part of their owned media because social media are at best ‘rented’ but definitely not owned. If it were owned, you would be in control. Hence why you want to make sure that the central element of your online mix is something you can control.
It’s like we’re trying to fix a problem that shouldn’t have been a problem to begin with. The same reason why I don’t like to use the term ‘corporate website’. It defines the website as being a boring thing on the web that holds information about the brand, when it was founded, where it’s located, etc. In that regard I get it that we thought more exciting things could happen on social media. But it’s because we’re using it wrong, look at what Coca-Cola is doing with its corporate website, now here’s something interesting. How come nobody is doing that?
Think about the traffic and engagement you could have created if you would have invested in it all along. Think about how search made every page a homepage and how we can use to design user experiences. How you should invest a lot of effort in making sure there’s no link left behind when you change platforms.
Seriously. Do use Facebook and other platforms to experiment with different types of user engagement, I do too, it’s fun and there’s some really good stuff that can be done. But first and foremost, reconsider the importance of your website and your own email program, that’s an investment in the future that is never lost. It’s the smart thing to do. It’s yours. And quite frankly, if you cannot think of anything interesting to do with your own website, why do you think that problem will fix itself when creating content for social media?
Why complain about email overload? Take advantage of the fact that you get a ton of email every day, especially when you’re away. It’s interesting that hardly anyone uses a creative “Out Of Office” message these days (I admit, nor do I).
I am currency out of the focus. I will make my comeback on Tuesday July 28th. Please contact my comics at Boondoggle for surgeon matters. I will cancer your male asap.
Tom De Bruyne
Below this message it had a small banner for Berlitz:
The banner obviously referring to the fact that people say strange things whenever they are not good at foreign languages.
I just loved it! Berlitz is known for creative advertising (just thinking about the ‘What are you sinking about’ video makes me laugh) but I never had seen such an original auto-reply just yet. Great stuff Tom! Just tell them Berlitz people to do something about their website, it looks horrible.