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Drillteam is a brand innovation company which follows a 2.0 approach to engaging consumers.
Our sweet spot: the hyper-mediated, time-shifting, ad-skipping, lean-forward consumer.
Our expertise: moving beyond the 1.0 model of broadcasting a singular message to 2.0 engagement. We interact directly with these influential consumers to co-create your brand.
Social networks. Blogs. Web 2.0. Word of mouth. Influencers. Live event activation. Brand ambassador networks. Online Collaboration Tools. Engagement. Relevance. It’s all connected through a mindset of interactivity and consumer control. This 2.0 world requires something more than new tactics. It requires a new approach. A new process.
That approach is what we call collaboration. You want some help navigating? Good. That’s what we do.
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Social Media Demands A Reinvented Agency |
From Joe Marchese at MediaPost, and we couldn't agree more. Although Joe doesn't go as far as you need to go to be a social media agency.
"Put simply, Madison Avenue wasn't built to service brands in social media and, more importantly, Madison Avenue is not built to make money from the proper activation of social media for brands. The question is, can the system adapt, or will a new breed of agency be born in the vacuum of effective social media campaigns? Evolution or revolution? I have seen evidence of both.
Activating a brand in social media delivers a variety of benefits. Social media's conversational nature means that a campaign can deliver a lot more than simply message distribution. Social media can give a voice to a brand's customers (or those a brand would love to have as customers)."
Joe then prescribes the ideal social media agency:
_Long term partner rather than campaign-based
_Provide product feedback
_Provide message feedback to creative
_Achieve social media distribution
_Measure the ROI for the whole brand
As an agency who has been managing customer collaboration marketing programs for a number of years now, we would say that this list does not even begin to touch the laborious and strategic work involved in delivering ongoing social media services. As the lead social media communicator, we find ourselves interfacing with R&D, corporate communications, customer service, research and insights, corporate strategy and planning, in addition to product and marketing. We concur wholeheartedly that the current Madison Avenue business model is not set up for this kind of work - it is more behind-the-scenes, the big insights may never get a Cannes Lion, and the valued work often has very little to do with a sexy creative execution.
The opportunity, though, is tremendous. A smartly deployed, collaborative social media strategy can become the central engine for the brand, defining the future of a company will creatively co-create the future of the brand directly with consumers.
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