A Digital Perpsective: Zac Martin, Blogger, Pigs Don’t Fly

Zac Martin of Pigs Don’t Fly.

Described what you do
Firstly, I’m a blogger who likes to focus on new and social media marketing with one blog and viral marketing with another. Secondly, I’m a undergraduate student at Monash halfway through his Marketing degree. Thirdly, I like to dabble in a little bit of freelance consulting. And finally, I have been known to enjoy a beer or two.

Best digital memory of 2008
Tough question. Probably the amount of fun myself and a few other bloggers had with the Fantastic Noodles’ Pimp My Kettle campaign. A terrible, terrible campaign that had lots to discuss give me enough content for a couple of blog posts. The best part though, when trashing the campaign we linked to it and that’s the only reason the official website appeared on a Google search. Hilarious.

What’s the best lesson the industry could learn?
Stop wasting your fucking money on interrupting consumers who don’t give a shit about you, your brand or your product. Instead, spend one tenth that on monitoring and engaging in online conversations and communities. Social Media marketing isn’t just about broadcasting, essentially it’s a customer service tool too so consider that before cutting your budget in 2009.

What’s emerging for 2009?
Independent studio quality production. Not necessarily talking about UGC which has been growing over the past few years, but I think we’ll see more examples like the Dr Horrible web series case study. High quality production but done independently and then released through a free but highly profitable business model. As soon as people realise they can deviate from the standard business model and still be as, if not more, successful I believe we’ll see this take off in 2009. What Myspace Music did to the music industry, we’ll see the same thing happen to television, radio, film, books, magazines and all of the above.

What will be big in 2013?
Probably a new social network some 13 year old is producing in his garage as we speak. Or perhaps by then Google will have developed something that brings every single social network into one? Other than that it’s way too hard to predict where things will be in one year let alone five. However I do believe we’ll see a trend towards mass collaboration within communities and as a result the production of some truly remarkable content.

Jye Smith is currently Senior Vice President, Head of Strategy & Operations, Asia Pacific at Weber Shandwick. Ranked in B&Ts 30 Under 30, Jye a regular keynote speaker and workshop facilitator who specialises in digital and social media strategist.

There is 1 comment for this article
  1. Richelle Gillett at 3:11 pm

    this is great.
    i am interested in people in which you, jai, are interested in interviewing.