At World Wide Creative we get a fair amount of requests for things like ‘viral campaigns’, ‘building communities’, and, of course, ‘a site sorta like Facebook crossed with YouTube’.
Sometimes, some of the ideas that these requests are based on, are pretty good. The problem arises when the entrepreneur / manager behind them thinks that those ‘ideas’ are enough.
They’re not. Ever.
Ideas are easy. But great companies are not built on great ideas. They’re built on great people implementing great ideas.
This especially applies to digital marketing – and we’re making the leap from a cocky digital marketing agency that thought ideas could move mountains, to a cocky digital marketing agency moving mountains on the back of ideas.
The saying “1% inspiration, 99% perspiration” may seem, erm, obvious, but believe me there are enough examples of companies who believe that their idea will float no matter what. Look at what’s involved, after the boat is cast into the water:
- PR and Syndication
- Secondary Conceptualising
- Reviewing and redirecting
In the same way that viral campaigns are seldom just about just the idea, community management campaigns may start on a great premise, but they require blood, sweat and tears to gather sufficient momentum to make it successful (and profitable).
At World Wide Creative, we’re learning from experience. We now know to communicate clearly to our clients – well in advance – how difficult effective these campaigns are to run.
Great ideas are essential, but they take work to work.