1103 socialmedia
DESCRIPTION
Presented I pulled together with Robin Dhara for ECCA at University of Arts, London - London College of Communications.TRANSCRIPT
Standing out from the crowd Robin Dhara – founder, RedRobin Ged Carroll - director digital, Ruder Finn
hello
Ireland…
Portumna
Advertising Push Messaging
driven by
age gender
race income
geography
Controlled message
Content driven Intent driven
Open conversation
Mad Men
Advertising Public Relations Push Messaging
driven by
age gender
race income
geography
Content-driven via intermediary
news trends
information education
entertainment
Controlled message
Content driven Intent driven
Open conversation
Publicists and spin doctors
Advertising Public Relations Social Media Push Messaging
driven by
age gender
race income
geography
User query driven by
need desire
passion whim
curiosity
Content-driven via intermediary
news trends
information education
entertainment
Controlled message
Content driven Intent driven
Open conversation
Social | digital
Understand the intent
Audience behaviour
Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others
Audience behaviour Intent
- Search - Share - Communicate - Be entertained - Be creative - Influence others
Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Audience behaviour Intent
- Search - Share - Communicate - Be entertained - Be creative - Influence others
Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Destination User chooses destination based on: - Content - Credibility - Trust
Audience behaviour Intent
- Search - Share - Communicate - Be entertained - Be creative - Influence others
Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Destination User chooses destination based on: - Content - Credibility - Trust
Interaction - With other users - Brands - Organisations
No longer about message broadcast, but dialogue and intent interception
What do we need to know
• How do we fit into our audience’s lives?
What do we need to know
• How do we fit into our audience’s lives? • Where will they go to find us?
What do we need to know
• How do we fit into our audience’s lives? • Where will they go to find us? • How do we set our stall out so that they’ll
be interested
What do we need to know
• How do we fit into our audience’s lives? • Where will they go to find us? • How do we set our stall out so that they’ll
be interested • How do we get our hands on their money?
Insight
Social technographics profiling tool
Google Adplanner
SocialMention
Channels (or where can I be useful?)
• Image library • Archives • Location details • Advice • Research • Local or expert knowledge • Entertainment
• Search • Social bookmarks • RSS feeds • Flickr • Video • Blogs • Social networks • Q&A sites • Twitter • Google Maps • Where 2.0
What does success look like?
• Benchmark
• Ongoing measurement
• RoE (return-on-engagement)
Lay of the land, set campaign goals
Optimise campaign, spot opportunities
Flaunt our awesomeness
One more word about measurement
Holistic
Whuffie The currency of kudos
Being useful
Being human
Being nice
Being amazing
Corralling an audience
Right audience
Ask them about themselves
Help them help themselves “I wasn’t expecting such a culture shock everything is completely different. I don’t even know which toothpaste to go for.”
“It took me a while to get my head around buying things over the internet and making the payment on line was completely new to me. It’s something that is just taking off in China.”
Issue one
Feb 2011
free vouchersinside
Happy Chinese
New Yearfrom the GB Team
Video
Audio
Text / pictures
Video
Audio
Text / pictures
Bran
d pr
omis
e |
touc
h po
int s
ervi
ce
leve
l agr
eem
ent
Con
tent
imm
ersi
on o
ppor
tuni
ty c
ost i
s a
trad
e of
f for
a s
uper
ior
user
exp
erie
nce.
Non
-de
liver
y is
a n
egat
ive
bran
dmar
k
If you build it, will they come? Probably not.
A bedroom in Tooting
pushmepullyou
Rewarding an audience
Lives of the Artists
Surround sound
Where are things going?
Read: William Gibson, Douglas Coupland & Cory Doctorow
The
web
of n
o w
eb
QR Codes
Real world reactions
Vimeo Festival + Awards
Brainwave Technology
Web as a platform
Mashups
http://youarelistening.to/montreal
Helping customers to help themselves
Helping customers sell themselves
Where 2.0 • Mashing up web
technology with location information – Google Earth – Flickr maps – Foursquare | Gowalla |
Scvngr – GroupOn
• Being able to reach the customer at the right time, the right place with the right information – Advertising moves from
being selling to useful information
– Requires balance – Utility for customer – Reward for their
attention – Privacy respected
To app, or not to app, that is the question?
Games With a Purpose
http://espgame.org
Forces of disruption • Culture / politics clash • Getting the best law that money can
buy: ACTA, The Digital Economy Act
• Privacy
• Technology moves faster than business models
• Media sector • Medicine
• Rapid development • Web as a platform and OSS reduces
development costs and times considerably
• Start-up on a credit card - Trumours
• Impermanence
• Margins in the long tail • Most music masters won’t be
remastered for online distribution
• Badvocacy • Fatigue
Five ways to use this all to your advantage • Own your neighbourhood • Scratch an itch • Think about the stitching • How can you reduce the buyer’s risk • Get out from behind your Mac
People matter, objects don’t that’s all you need to know about social media – Hugh MacLeod
Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.
Do as you would be done by – David Ogilvy
All of us who professionally use the mass media are the shapers of society. We can vulgarise society. We can brutalise it.
Or we can help lift it onto a higher level. – Bill Bernbach
Available for download: renaissancechambara.jp
Thank you for listening
Contact us: Robin Dhara @theredrobin [email protected] http://www.red-robin.co.uk +447880807752
Ged Carroll @r_c [email protected] | [email protected] http://rfistudios.com http://ruderfinn.co.uk +447714123625
http://renaissancechambara.jp Any questions?
Links Planning Tools • http://www.forrester.com/empowered/tools.html • http://www.google.com/adplanner • http://www.klout.com • http://www.compete.com • http://www.socialmention.com Research information • http://pewresearch.org/ • http://pewinternet.org/ • http://www.ofcom.org.uk/cmr • http://royal.pingdom.com Reading • http://www.out-law.com • http://econsultancy.com/blog • http://www.crowdsurfing.net/ • http://www.wikinomics.com/blog/ • http://www.micropersuasion.com/ • http://renaissancechambara.jp/ • http://mashable.com/ • http://www.speedcommunications.com/blogs/wadds/
Academic Research
• Meeyoung Cha – The million follower fallacy: http://an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf
• danah boyd’s publications: http://www.danah.org/papers/
• Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi (Notre Dame University): http://www.nd.edu/~networks/HumanDynamics_20Oct05/0505087.pdf
• Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School: http://www.digitalnative.org/
Professional Bodies • IPA: http://www.ipa.co.uk • WOMMA: http://www.wommauk.org • IAB: http://www.iabuk.net Legal + Regulatory • ASA: http://asa.org.uk/ • Consumer Protection from Unfair Trading Regulations 2008:
http://www.legislation.gov.uk/uksi/2008/1277/pdfs/uksi_20081277_en.pdf