So, for the first time in a long time I got hit with a direct debit and overdraft charge because sneaky T-mobile took my cash out before the 1st of the month. I probably shouldn't have been living so close to the edge but since I reduced my overdraft to £200 I flirt with danger all the time. I got charged £25, which we know isn't representative of the cost to the bank. It seems that despite the ruling and banks having to repay unfair charges, nothing much has changed.
I know that Ryanair don't pride themselves on customer anything but I paid £48 for web check in and card charges for some flights (I had to fly Ryanair as they are the only people that went to the destination). Now the Office of Fair Trading are on their tails. And rightfully so. I hope you can claim retrospective charges back as in the case of the banks.
I'm guessing that this has come about following a huge volume of customer complaints. I myself wrote to the OFT about my Ryanair charge because it was so unbelievable (I also wrote to them about BT charging to not make calls but apparently that's legal).
Anyway, I digress. If that charge had more closely represented the cost to the company I probably would have paid it, never complained, and paid it again next time I used the company (I havent even taken the Ryanair flight yet, but i'm already hoping that this is never). The same with the banks. if you got charged a fiver, you probably wouldn't even notice, let alone complain.
So the moral of the story? Only be a little bit greedy? Shock horror, charge fairly?
The idea that we need to consider a "return on action" defined by quality of action was something that really stuck with me from Cindy's talk.
It's an interesting way of considering the value of engagement. We use the digital/social equivalents of mass awareness figures from the old world of advertising to measure success of campaigns in this space, i.e. likes, hits, fans. But always volume. The main problem with this is that apart from average time on site there arent' many metrics that meaningfully measure engagement unless an action is required.
Going to start thinking about building actions into the work I do. I feel like we've made a move in this direction with the work we've done on Parents for Playgrounds, but we could do so much more!
So, saw Cindy Gallop speak on the Future of Advertising courtesy of Girls Club and Made by Many on Wednesday night. The precis is that the agency model is dead and needs a kick up the bum. Some random quotes and thoughts from the night (a lot of paraphrasing):
The greatest untapped pool of resource is human good intentions that never translate into actions, and also the intention of brands and corporates
Rather than look at micro actions such as tweets (which are so easy, you might as well) look at actions which actually make a difference.
All current social networks are based on dating. If current attractiveness is about how much you post/upload/etc can IWRTW change the model to make how much you do the measure of attractiveness.
On working with brands to do good:
Looking at a return on action that is defined by quality of action, i.e. donating an item to Braddock versus donating a Like.
Brands are currently at Level 1, which is co-creation. What they need to be moving to is co-action, i.e. helping customers to do meaningful things which in turn makes their brand interactions more meaningful.
"The future belongs to people who make stuff". I.e. the death of the big idea and the future of production. After all it's the execution that makes an idea fly.
Trying to get the magic back into advertising. In the Mad Men era clients didn't believe that they could do the job that agencies did but now its the reverse. Apparently in India the Unilever client has suggested that agencies should be on the roster without fee as the prestige of being on that roster will get them more work. Just had a chat to Anika at BBH Labs, and we discussed the fact that the creative brief is now always approved by the client. Would a small step by the agency be to stop this process. They buy the strategy and define the commercial problem, why get involved (limit?) the initial creative process?
Being overly attached to business/an idea/etc generates fear, which leads to taking the safe path
Remember the power of mystery and intrigue
"Institutions perpetuate the problems for which the provide solutions" Clay Shirky
"People hate advertising in general, but love advertising in particular" Mark Bernstein
Thanks Sara et al for putting on the show, and Cindy for erm, performing.
One part truth, two parts mixer is a digital notebook for Priyanka/@pristyles. Yes, you've reached another planner's blog - but it's mainly full of random thoughts and pretty pictures.
If you're reading, hello - it's nice to meet you.