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Participation beyond the hype…Participation – beyond the hypeCompared to the increasingly hard-to-win interruption model, it’s no surprise that the call is for all campaigns to include participation at their core. But when it comes to participating with brands… just because technology can, does it mean people will The inconvenient truth is no. The problem is that hype distorts the truth. The underlying assumptions driving infated expectations of participation are simply not playing out in reality. People aren’t as interested in actively participating with brands, as brands are interested in participating with them. They would still far rather consume content than actively participate with it. In fact we’ve been looking at participation all wrong. As an end in itself. Participation hype has distracted us from the real opportunity. The game changer isn’t participation – it’s content that sparks a connection. And the value is in that connection, not the participation that may, or may not follow. The much-lauded ‘age of participation’ has been with us for a while now, with its promise of a willing, lean forward audience, deep engagement, earned reach and advocacy. The fndings are based on a study into participation, conducted by TNS. Over 5,600 people across seven countries in Asia Pacifc were surveyed. Participation is not why people connect; It’s a response when people make a connection Key: Online consumer behaviours Consume:
Reading or watching Interact:
Sharing, Liking, commenting Create:
Writing, UploadingParticipation – beyond the hypePeople are not as interested in participating with brands, as brands are interested in participating with them Today, in our daily lives we are no longer ‘content consumers’ only or even mainly. Instead we are content consumers and interactors and creators, switching effortlessly and unconsciously between modes: from passive reading & watching, to more active liking, sharing & commenting, to more proactive behaviours like creating & reviewing (Fig.1&2). However, when it comes to engaging with brand marketing, people are still much more interested in ‘consuming’, than being more actively participatory (Fig.3). They are not, it would seem, the eager audience that participation hype promised, just waiting to be invited to jump in and participate to their heart’s content. In fact, the reality is, the higher the effort, the lower people’s interest in participating with brands. High incidence of all types of behaviours in life % Strong bias to multiple behaviours % Consume only (2) Consume & Interact (7) Consume, Interact & Create (91) Interacting 96 Creating 89 Consuming 97 That’s not to say some people aren’t participating at all – clearly many people are interacting with brands, refecting the ease of some interactions (liking, sharing) offered by digital devices (Fig 3). But that very ease is perhaps why they are not producing the end results as expected – likes and shares are second nature online. A throwaway action that is shallow and meaningless. It seems that we have been looking at participation all wrong. The call for us to do it better is certainly rising. In Australia, the Association of National Advertisers, concluded that “participation done badly is just spam” and called for more “intelligence” within participation marketing, rather than just obsession with marketing’s ‘shiny new toy’. Lower interest in participating in brand marketing Preference to consume rather than interact or create Interacting 30 CreatingConsuming 54 More provocatively, industry blogger Bob Hoffman opined:“The idea that the same consumer who was frantically clicking her TV remote to escape from advertising was going to merrily click her mouse to interact with it is going to go down as one of the great advertising delusions of all time.” So where has the hype led the industry astray, and what can we do better Fig.1Fig.3 Fig.2 What’s their return on involvement Devices and connectivity may have changed our world, but people are still people and they would much rather brands give to them than ask something of them. This shouldn’t be a surprise to us. We all know that people are driven by subconscious reward systems and motivated by WIIFM (‘what’s in it for me’). If brands expect to win in the participation economy, surely we know that it had better be easy, interesting, entertaining and critically, rewarding It seems the hype has given us a dose of temporary amnesia. Participation ‘invitations’ from brands are too often transparently self-serving and today’s savvy audiences see straight through that (Fig.4). They resent doing anything that appears to beneft the brand more than it benefts them (Fig.5). It has to be a fair value exchange, but brands, particularly on social channels, are guilty of forgetting this. Re-marketing isn’t helping either. As an industry, we love the ability to track and re-market, but our target doesn’t. In fact, rather than thanking us for delivering more relevant content, they hate it. As a result, it is a major inhibitor of participation, because they are concerned about protecting their privacy and avoiding more advertising (Fig.6).Participation – beyond the hype Attitudes towards participation with brand marketing % Privacy barriers to participation with brands % I am more likely to engage with brands online if it’s really easy and asks nothing of me I’d rather brands just entertain me than ask me to do something I feel like I’m doing the work for the brand, benefting the brand more than me 5 84 837 54 TwitterUser01@twitteruser01Apr 18That annoying moment when brands ask you to promote their launches and contests on your social media for free. I am not some public service. TwitterUser02@twitteruser02Nov 11I hate it when brands make me tweet about a contest to enter it. HairBrand@HairBrandMay 8We’re giving away 5 packs of Hair Dazzle – as seen in this months Cosmopolitan – to get you Sparkling for Summer! Just RT and FOLLOW to win 47 RETWEETS3 FAVOURITES I hate the idea that if I engage with a brand it will send me more adsFig.5Fig.4 Fig.6Participation – beyond the hypeWhere there’s reward there’s risk Hype has also glossed over what we all know, but hope never happens to one of our campaigns: if brands don’t get it right, they run the risk of backlash. Unfortunately many people are too willing to hijack participation platforms. Hashtag hijacks, such as the famous McDStories conversation and more recently Qantas’s QantasLuxury, are both instances of where well- meaning campaigns turned into brand nightmares (Fig.8). What’s more, even people who participate with the right intent can turn into brand detractors if their high expectations are not met, driving loss of brand trust, ad avoidance and sharing of dissatisfaction (Fig 7&9). The unfortunate reality is that participation hype has led brands to chase a type of active participation that is blind to what people actually want and value when engaging with them. The truth is, people are far more likely to participate with brands when they are actively looking to buy, or needing customer service, than they are with online marketing campaigns. They are not sitting there waiting and hoping for the next Oreo tweet. Negative attitude to poor brand participation experience % Negative reactions to poor brand participation experience % I hate brands that waste my time online with a poor participation experience Share bad experience with friends & family Stop buying the brand Feel less trust and confdence in the brand Ignore that brand’s advertising Stop following the brand on social media Discourage people from buying the brandShare my poor experience on social media TwitterUser04@twitteruser04May 12Hospitalized for food poisoning after eating McDonalds in 1989. Never ate again and becamea vegan. Should have sued. McDStories TwitterUser09@twitteruser09Feb 15QantasLuxury is sitting on the tarmac for 90mins staring at a full-page SMH ad claiming “We’re back on schedule!” Then returning to the gate. 5 840 29 21 3835 28Fig.7 Fig.9 Fig.8
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