faris yakob's keynote presentation at mumbrella's commscon

Genius/Steals @faris

Genius Steals Presents

EVERYTHINGPR

#COMMSCON

is

Genius/Steals @faris

@faris @rosieyakob

GENIUS

steals

New Zealand & Australiaand in

Genius Steals ClientsGENIUS/STEALS IS A NOMADIC

STRATEGY & INNOVATION CONSULTANCY

Genius/Steals @faris

ACT I: ATTENTION

#COMMSCON

Genius/Steals @farisGeniusSteals.co @faris

“ATTENTION IS LIKE WATER”

Watch Apollo Robbins’ TED talkhttps://www.ted.com/talks/apollo_robbins_the_art_of_misdirection

GeniusSteals.co @faris

THE THREE PILLARS OF PERSUASION

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ethos

establishes the

speaker’s bona fides

influences them

through reason

stirs the audience

emotionally

logos pathos

THE THREE PILLARS OF PERSUASION

GeniusSteals.co @faris

ARISTOTLE’S INSIGHTS TO MODERN NEUROSCIENCE

Repetition Framing

Metaphor

RULE OF THREE

GeniusSteals.co @faris

the

“DISTRACTION IS A KIND OF OBESITY FOR THE MIND” | MATTHEW CRAWFORD | THE GUARDIAN

Figuring out ways to capture and hold people’s attention is

CONTEMPORARY CAPITALISM CENTRE OF

GeniusSteals.co @faris

We spend more than

8 hours a day consuming

media

Source: ZenithOptimedia, quoted in Quarz, June 01, 2015

PEAK ATTENTION

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ACT II: ALACRITY

#COMMSCON

GeniusSteals.co @faris

FASTER & FURTHER DISTRIBUTION AFFECTS CULTURE

LOW-LATENCYCULTURE IS NOW

GeniusSteals.co @faris

THE PROBLEM WITH PRESS RELEASES

GeniusSteals.co @faris

MEDIA

PR

CLIENTS

PUBLIC

ANALOG MEDIA FLOW

MEDIA

PR

CLIENTS

PUBLIC

GeniusSteals.co @faris

MEDIA

PR

CLIENTS

PUBLIC

REVERSE POLARITY

MEDIA

PR

CLIENTS

PUBLIC

MEDIA

PR

CLIENTS

PUBLIC

Genius/Steals @faris

ACT III: ACTION

#COMMSCON

GeniusSteals.co @faris

- Integrative brand platform -EXPERIE

NC

ES

Help P

eople L

ive B

etter

with

STO

RIE

SIn

form

and E

nte

rtain

throughACTIONS ADVERTISING

TOOLS CONTENT

BRAND/BELIEFSERVICES

PRODUCTS

(INFORM)

(INFORM)

DO THINGS —-> TELL PEOPLE

GeniusSteals.co @faris

AWARDS SHOWS NEED TO REFLECT THE CHANGING SPACE

BRAND ACTIONSPrograms like Small Business Saturday, real world stunts like Red Bull Stratos,

PR stunts like McWhopper, and one-offs such as REI OptOutside.

INFLUENCER MARKETINGIdeas created by individuals, or groups of individuals, who have large

online followings, paid for or supported by brands.

EXPERIENTIALLive experiences that allow people to interact and engage

with a product, service or brand.

NATIVE ADVERTISINGMaterial in a [usually online] publication which resembles the publication’s editorial and is created

internally but is paid for by an advertiser and intended to promote the advertiser’s brand.

@farisGenius/Steals +

Genius/Steals @faris#COMMSCON | #GENIUSSTEALS

remember:

CULTURE IS LOW-LATENCYALACRITY IS KEY

use LANGUAGE HACKS TO CRAFT MESSAGES FRAMING, REPITITION, FAMOUS EXAMPLES, METAPHORS

THREE PILLARS OF PERSUASIONETHOS, LAGOS, PATHOS

MULTI-PLATFORM; MULTIPLE EXPOSURESleads to the ILLUSORY TRUTH EFFECT

REVERSED POLARITYUSING THE MEDIASCAPE TO YOUR ADVANTAGE

ACTIONS SPEAK LOUDER THAN WORDSAND ARE EQUALLY MORE EFFECTIVE

DON’T FORGET ABOUT YOUR OWN PR.WE HOPE TO SEE YOUR WORK WHILE JUDGING THE LIA AWARDS :)

Genius/Steals @faris

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