“creating the right mix – ideation in the digital age!” by richard mcbeath, proximity

25 minutes of Digital

Richard McBeath

Thoughts. Observations.

Real brand activities.Real results.

Globally relevant.

The rise of the PLATFORM

a home for contentto support your core brand pillars

PLATFORM

Long-term engagementRelevant content Brand & consumer driven

PLATFORM

Long-term engagementRelevant content Brand & consumer driven

Loyalty.

Brand + ConsumerEntertainment

Brand + ConsumerFashion

Brand + ConsumerAction sports

PLATFORM

Own your brand segments/affiliation/pillars

FashionMusic Entertainment etc

PLATFORM

Own your brand segments/affiliation/pillarsBuild on your real-estate

PLATFORM

Own your brand segments/affiliation/pillarsBuild on your real-estateEncourage user engagement

PLATFORM

Own your brand segments/affiliation/pillarsBuild on your real-estateEncourage user engagementReward (with entertainment or incentives)

PLATFORM

You’ve got the platform and brand pillars.

Now…

CONTENT

CONTENT

is everything.

1

9

90

PLATFORM

consumerCONTENT

CONTENT

1%

9%

90%

PLATFORM

CREATE

SHARE

PASSIVE

consumer

1

9

90

11CREATECREATE

CREATE

CONTENTPLATFORM

consumer

1%

CR

EATE

PASSIVE9%

90%

SHARE

KPI’s

CONTENTPLATFORM

consumer

CONTENTPLATFORM

consumer

CONTENTPLATFORM

consumer

CONTENTPLATFORM

Brand

DATA

The power of DATA

it is your audience

$1bnApril 2013

$1bnOctober 2013

$1bnApril 2013

$1bnOctober 2013

$0 revenueApril 2013

$0 revenueOctober 2013

PLATFORM DATA

Catch it where you can!

CONTENT

Catch it where you can!

What’s of value to the consumer??

PLATFORM DATA

CONTENT

Catch it where you can!

Email is STILL one of the most valuable communication tools online for brand consumer communication

PLATFORM DATA

CONTENT

Segment Data

Catch it where you can when mutually beneficial!There is real power in emailTarget communications and content accordingly

PLATFORM DATA

CONTENT

Home for brand pillars

PLATFORM DATA

CONTENT

Brand & Consumer led Engagement

Understanding each of your users

Traffic driver?

INFLUENCERS

Power to the INFLUENCERS

a passionate individual with a voice that is heard & trusted by many (in social media)

PLATFORM CONTENT DATA

It’s brand advocacy – not advertising.

INFLUENCERS

PLATFORM CONTENT DATA

It’s brand advocacy – not advertising.

It’s identifying people who have an audience, interested in your brand and feeding them with the one thing they crave…their life blood…

INFLUENCERS

PLATFORM DATA

..and having them (Influencers) generate discussions with their audience – about your brand.

CONTENT INFLUENCERS

PLATFORM CONTENT DATA

“Come to our fanpage – we’ve got something to tell you” ($$)

INFLUENCERS

PLATFORM CONTENT DATA

“Come to our fanpage – we’ve got something to tell you” ($$)

“Here’s something I know you’ll love”

INFLUENCERS

PLATFORM CONTENT DATA

Misconception.

INFLUENCERS

PLATFORM CONTENT DATA

Truth.

INFLUENCERS

PLATFORM CONTENT DATA

$0 Media spend

5 days – 40k unique visitors

INFLUENCERS

PLATFORM CONTENT DATA INFLUENCERS

PLATFORM INFLUENCERS CONTENT DATA

Spread your word through the voice of established social Influencers

Feed them content to generate and amplify discussions

Understand the reach of Influencers to a highly targeted audience

PLATFORM

CONTENT

DATA

INFLUENCERS

Thank you.