Wow, Pepsi is not going to air an advertisement during the Super Bowl for the first time in 23 years, according to the Financial Times. They say, “With a major digital campaign that features its own website and a heavy presence on Facebook, PepsiCo is betting that a more interactive approach will resonate with consumers in the always-on age of social networking sites.”
So, Pepsi is willing to give up an expensive ad campaign and forgo celebrities for everyday people. What are you willing to give up from your traditional technical communication deliverables? With whom will you collaborate to make this shift happen?
Two Sun Microsystems technical writers wrestled with the same issues, trading time and effort for the payoff. They had surveyed their audience and found that they wanted screencasts, overviews, and tutorials. They rolled up their sleeves and ruthlessly slashed the “Duh” material from their traditional docs. Readers still wanted books to learn at their own pace, but they also wanted new media to enhance their learning experience.
Josh Bernoff just posted a new survey tool to help people understand what they are facing when embarking in new media territory – is that iPhone app idea worthwhile? Should we be taking on another social platform? From his post, he states, “It’s not just the value for customers that’s in question, and it’s not just the technical effort. It’s the political effort — all the people who have a stake and try to stop you or help you (or “help” you).”
We all have to analyze the value and effort and payoff. It’s great to have a survey tool that will help you navigate the waters.