A Marketer (& Cartoonist) Talks Drawing Your Way To Social Media Success

A Marketer (& Cartoonist) Talks Drawing Your Way To Social Media Success
SHARE
THIS



B&T caught up with veteran marketer, cartoonist and founder of Marketoonist, Tom Fishburne (main photo), prior to his talk at this week’s Engage Bali (by Socialbakers) Social Media Summit. Here, he talks “content traps” and the dangers of chasing the “next shiny thing”.

You’re speaking at the Social Media Summit, what can the audience expect? 

I’m speaking as both a cartoonist and a marketer. My topic is “everything I needed to know about social media marketing, I learned by drawing cartoons.” While working in marketing for brands like Haagen-Dazs, Yoplait, and Method. I drew a weekly cartoon about marketing, which grew in popularity largely because of social media.  Along the way, some of the lessons I discovered as a weekly cartoonist made me a better marketer in my day job. Eventually, I started working with brands on custom cartoon series and ultimately transitioned to do that full-time. I realised that there are some timeless characteristics of cartoons that can help any form of social media communication.

180226.natural

What’s been the most exciting thing to happen in social media over the past 12 months?

We’re in the midst of a reckoning on content marketing that I think is very healthy.  P&G CMO Marc Pritchard diagnosed their company’s marketing as haven fallen into a “content crap trap”. Last year, Marc raised a siren call on a number of issues in marketing, some of which included a mandate to raise the bar on creativity. I think we’re seeing an important social media shift from a firehose approach to more crafted and higher quality creative.

What works and what doesn’t?

I think that marketers frequently fall prey to “shiny object syndrome” and misjudge an exciting social media channel for a strategy. I sometimes hear marketers talk about their “Snapchat strategy”, for example, but that puts the cart before the horse. What’s of primary importance is the strategy behind the brand, and secondarily, how particular social media tactics could bring that strategy to life.

There’s a HUGE issue around trust in all forms of media at the moment. What’s your view on that in relation to social media?

Social media has long provided a litmus test for brand trust. It shifts the balance of power away from brands in how brands present themselves. Brands need to have a clear compass on what they stand for. Brand trust takes continued long-term investment to build and can be extinguished in a moment. Social media is an important tool to build that trust and can also be a catalyst to extinguish it.

 How are brands still getting their social media wrong?

I think that brands invest too much focus on virality instead of continuity. I still see that bias in creative briefs.  What’s more important than a piece of communication going viral is continual investment in building a relationship with an audience over time.

Where should social media fit in a brand’s overall media/marketing mix?

Diageo CEO Ivan Menezes once said that “it’s not about doing digital marketing; it’s about marketing effectively in a digital world.” I think the same is true for social media.  It’s not about doing social media; it’a about marketing effectively in a social world. Social media should be integrated into all aspects of media and marketing planning and not treated as a standalone silo.

What’s your advice to CMOs confused about investing in their social media strategy?

I believe we’ve evolved beyond the question of whether to invest in social media as part of an integrated marketing plan. Given that we’re living in a social world, our customers expect to engage with our brands through social media. Yet, I also think that social media has matured enough to have a seat at the table, and that means talking about social media programs with a P&L mindset. Social media marketers need to have more of a general management mentality.

Who’s a brand (not yours) that you think is nailing its social media and why?  

Betabrand is a clothing brand in San Francisco that has described itself as “1% fashion, 99% fiction.”  They’ve developed a brand built on continuous sharable stories. Social media is not a bolt-on for Betabrand, but is instead in the DNA of every item of clothing that make. This allows them to compete against far bigger brands with deeper pockets.   

Facebook, Instagram, Snapchat, etc – what’s your platform of choice?

Cartoons as a medium are agnostic, so I experiment with all platforms. Most of my cartoon work is designed to reach business audiences, so I’m a particularly big fan of LinkedIn. Its not only a good audience fit, I find it very well-suited for thought-leadership pieces and higher caliber engagement. 

Looking deep into your crystal ball, what’s the next BIG thing coming for brands in the social media space? 

My hope is that brands can ultimately move beyond always looking for the next big thing, and instead focus on maturing the programs already in place. That said, I think that increasing role of paid media versus organic reach will continue to shape how brands invest in social media.

Please login with linkedin to comment

Engage Bali Marketoonist Social Media Summit SocialBakers Tom Fishburne

Latest News

Monday TV Wrap: MAFS Reunion Finale Dominates The Ratings
  • Media

Monday TV Wrap: MAFS Reunion Finale Dominates The Ratings

Sunday night saw MAFS’ finale episode which netted in an impressive 1,398,000 viewers – an increase of 264,000 from Wednesday night’s episode. The extent of Coco and Cam’s affair was revealed, as was the reveal to everyone that Bryce did in fact buy a gift for his proclaimed not-girlfriend outside of the experiment. Perhaps most […]

by B&T Magazine

B&T Magazine
SBS Retires Iconic ‘The World Game’, ‘Cycling Central’ Brands
  • Media

SBS Retires Iconic ‘The World Game’, ‘Cycling Central’ Brands

SBS will shut down The World Game digital platform, marking an end to the beloved football brand’s legacy that officially began in 2001. The network’s Cycling Central website, which covered the most important news around events on the cycling calendar like the Tour De France, will also come under knife, with both standalone football and […]

by B&T Magazine

B&T Magazine
The Sydney Morning Herald Marks 190 Years Of Print
  • Media

The Sydney Morning Herald Marks 190 Years Of Print

New South Wales masthead The Sydney Morning Herald celebrates its 190th anniversary today, as one of the oldest continuously printed metropolitan newspapers in the world. In today’s paper, a souvenir wrap-around will show how The Herald forged trust with generations of Sydneysiders with its quality journalism and unique lens on reporting the life and times […]

New York, New York. - May 27, 2017: Google sign outside the Google office in New York City. It is a multinational technology company specializing in internet services and products.
  • Media

Google Considers An Appeal After Federal Court Rules It Misled Australians

Google has said it is considering an appeal, after the Federal Court ruled the tech giant had misled consumers in regards to how it collected location data from Android devices. The decision comes as a major win for the ACCC, which initiated the court proceedings in October 2019. The competition watchdog argued that Google misled […]

by B&T Magazine

B&T Magazine
Nine Announces Judging Panel For State Of Originality
  • Marketing

Nine Announces Judging Panel For State Of Originality

Nine has named the judging panel for its much-anticipated State of Originality, Australia’s richest advertising award, aimed at making State of Origin the equivalent of Australia’s Super Bowl in advertising terms. Announced at Nine’s Upfront last September, the winning campaign will take home much more than a trophy – there’s $1 million in advertising inventory […]

British Supermarket Begins Court Case Over Copycat Caterpillar Cake
  • Marketing
  • Media

British Supermarket Begins Court Case Over Copycat Caterpillar Cake

British supermarket Marks & Spencer has taken an intellectual property claim against fellow supermarket ALDI over the latter’s Cuthbert The Caterpillar Cake, which they allege is too similar to their own iconic Colin The Caterpillar Cake. Colin the Caterpillar (pictured above) has been a staple of birthday parties across the UK since 1990, when the […]

by B&T Magazine

B&T Magazine
DDB Sydney Unveils Australian Red Cross’ First Brand Campaign In Almost A Decade
  • Campaigns

DDB Sydney Unveils Australian Red Cross’ First Brand Campaign In Almost A Decade

We all felt helpless in the face of 2020’s constant barrage of disasters and catastrophes. And 2021 hasn’t let up either. Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign bringing attention to this overwhelming feeling and highlighting its 106-year track record […]

“Food Is A Way Of Answering Emotional Questions In Ourselves”: The Masterchef Judges On Season 13
  • Media

“Food Is A Way Of Answering Emotional Questions In Ourselves”: The Masterchef Judges On Season 13

As Master Chef prepares to launch back onto screens on Monday 19th April, B&T had the opportunity to speak to the show’s hosts, food critic Melissa Leong and chefs Jock Zonfrillo and Andy Allan, who won the show’s fourth season. The three judges first appeared on last year’s Masterchef: Back To Win, which saw returning contestants […]

by B&T Magazine

B&T Magazine
Which 50? Has The Datafication Of Advertising Finally Killed Off Adland’s Favourite Slogan?
  • Partner Content
  • Technology

Which 50? Has The Datafication Of Advertising Finally Killed Off Adland’s Favourite Slogan?

Undoubtedly one of the most overused slogans in marketing’s and advertising’s history is John Wanamaker’s iconic “half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And it’s a credit to the quip’s longevity that last year the line celebrated a real milestone – its 100th birthday. But […]

Partner Content

by B&T Magazine

B&T Magazine
Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]