The Morrison Agency. Atlanta Advertising + Digital Agency

The other day, I was on the phone with a client, and the question was asked: “we get that social media is important, however we can’t figure out how you actually go about monetizing it!”

Good question. Tricky answer.

I tend to follow the belief that social media works in three forms:

1. Socially – friend to friend
2. Promotionally -as a tool, in conjunction with an overarching promotional campaign
3. Proactively – a way to reach out, and build your brand

Let’s take a minute and go through each one of these, albeit at a high level.
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I stumbled across this video, ironically on Facebook, that does a fantastic job of answering the ongoing question: Is social media a fad, or is it something more?

I can’t help but agree with the statements made in this video. Indeed social media is more than a fad, rather it’s a complete paradigm shift in how we as human beings communicate with one another, and it’s here to stay.

I’ve been seeing some interesting articles and videos on the subject of neuro-research and the brain’s physiological responses to potential ads and imagery. A number of these studies use medical technologies such as fMRIs (Functional Magnetic Resonance Imaging), EEGs (Electroencephalogram), or galvanic skin response (tracking electrical conductivity/resistance in the skin) to track the actual physical responses that occur in the brain and body as people view advertising.

Advertisers and their agencies have long wondered whether current research methodologies, that focus on asking respondents questions about commercials or advertisements, force overly-logical, or critical responses, while neglecting emotional or sub-conscious responses.

Martin Lindstrum, author of “Buy-ology” and others, have attempted to look beyond the conscious brain into the actual electro-chemical activity within the brain/body to determine what really motivates human behavior. I’ve attached links to Lindstrum’s YouTube video and those of three other companies below. If you are interested in the role of emotion and the sub-conscious in advertising and brand decision-making, I think you’ll enjoy them.

Buy.ology by Martin Lindstrom

Michael Brammer, consultor in Neuromarketing

Coke “Heist” Commercial Analysis

The Morrison Agency recently completed a launch campaign for Dresser Wayne’s Fusion universal site controller which gives fuel retailers the capability of controlling a wide variety of devices across an individual site and across an entire enterprise. The multi-media campaign consisted of printed and electronic brochures, a video demo of the Fusion product and a robust, educational microsite. Click here to view the microsite and demo http://www.dresserwaynefusion.com/. Dresser Wayne is a global innovator of retail and fleet fuel dispensers and technologies.

The Morrison Agency has been awarded the branding, awareness and lead generation campaigns for Triad Advisors. Triad teams with Fidelity to offer independent investment advisors all the back-office services they need to compete up against employees of the biggest financial services firms. In addition to the communications campaigns, The Morrison Agency will also develop the company’s next generation website.