breakfast club - a new era of engagement

engagement a new era of

“No longer is it good enough to say that we

must engage audiences”

Matt

“There has been a bizarre mix of success and failure over the past months” Phil

engagement a new era of

WARNING

pull PUSH

What an amazing summer… for some.

film

failure

success

4.7 Million social followers 15 Million App downloads 109 Million unique users 431 Million visits 4.73 Billion page views

60% by mobile

device

CANCELLED CANCELLED

CANCELLED

CANCELLED

CANCELLED

CANCELLED

there is a feeling that people have seen it all before

Glastonbury may only take place for another "three or four years", according to Michael Eavis. He  claimed that festivals are "on the way out" as music fans are growing bored of going to them.…

Unilever partners with News Corp and Viacom for digital content

pull PUSH

Example  from  2012  -­‐  2011  

not every brand can entertain or make a useful thing…

spent $20 million to lose $450 million

22

23

Jay-Z results

o  1 Million Facebook fans o  Book #1 in charts for 10

weeks

Bing results

o  ?

THE ENTERTAINER

Do you really want to?

Image:  Magda  indigo  -­‐  h8p://500px.com/photo/2634434    

We can take lessons from Publishing.

A word about Matt

Do you really want to?

Image:  Magda  indigo  -­‐  h8p://500px.com/photo/2634434    

a new paradigm shift

By  Mahmud  Hasan  (Aka  Pixel  Lord)  Flickr.com  shown  for  illustraNon  only  

It doesn’t have to be reruns of dog-eared sitcoms.

A real challenge …finding a steady supply of quality

digital content for a reasonable price

Keith Weed, Unilever Chief Marketing Officer

Everyone is using social as a reason not to spend money. We need to move away from the democratisation of creativity.

Reciprocated Symbiotic

Relationships

Beyond paid

Image:  NYT  Facebook  page  h8p://goo.gl/LI3P5      

Barter has become acceptable Image:  Nick  Pandev  -­‐  h8p://500px.com/photo/4996332  

They have huge back catalogues of content

Image:  Frank  D-­‐  h8p://500px.com/photo/3593864  

24/7 content makers for the now …

Image:  Washington  Post  Facebook  page-­‐  h8p://goo.gl/quV8r  

We need to work with media owners to harvest more content & deliver in new ways

“Engaging customers today requires commitment from the entire company and a redefined marketing organization”

McKinsey Quarterly. July 2012

“Comms need to be multifaceted and spreadable; they need to encourage immersion and discovery. And, in a digital ecosystem, they also need to encourage engagement through social media.”

LIQUID & LINKED

Jonathan Mildenhall, VP Coca-Cola

Standard comms (TV, OOH, digital display, shopper)

A benchmark: Coca-Cola

Innovative activation ideas

Braver engagement ideas

70%

20%

10%

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Standard comms (TV, OOH, digital display, shopper)

What’s yours?

Innovative activation ideas

Braver engagement ideas

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By  victoriapeckham  Flickr.com  image  used  as  illustraNon  only  

We need to invest in the magicians Image:  h8p://goo.gl/BWPdo  

“Where parents and children can have fun together”

$22.6bn per year

Image:  MarNn  Royds-­‐h8p://500px.com/photo/946738  

A new future

Image:  TwenNeth  Century  Fox  -­‐    h8p://goo.gl/GbAz5  

A new future Engagement

Push & Pull communications

Entertainer? Learning from the professionals

The relationship

Media Brand Agency

The new era Content Innovation Magic

Thank you