paris future of advertising

CREATING CUSTOMERS WHO CREATE CUSTOMERS

Today, the only messages people see and hear are the ones they choose to see and hear. The most influential messages are from friends and online strangers.1

THE WORLD HAS ENTERED THE POST-ADVERTISING AGE.

1Nielsen Global Online Consumer Survey, 2009, “Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most” http://bit.ly/9rSpU0

A TRADITIONAL CUSTOMER JOURNEY

… 2%, 10% conversion?

Interruptive mass media…

ConsiderationRadio

Display Ad

TV

Promotions

PR

Outdoor

POSDM

Phoner Conversion

Collateral

A NON-TRADITIONAL CUSTOMER JOURNEY

Banner AD

Community

Purchase

NewspaperAD

Magazine AD

Event programmin

g

POSMagazine Editorial

MiniDocumentary

Blog Post

Book

SearchTwitter

Facebook Fan Page

Brand Web Site

Delicious

Online News

FlickrPhotos

YouTube

MobileCoupon

MobileVideo

… 98% engagement.

Content and experiences create brand conversations

Custom publishing

TV

THE PRIMARY OBJECTIVE OF A BUSINESS ( & SO, ADVERTISING)

19th Century: was to create markets20th Century: was to create a customer21st Century: is to create a customer who creates a customer

• lumpen masses

• the century of the self

• tribal communities

THE FREE-TIME PARADOX

SHIELDING YOURSELF

Nobody has 30 seconds for interruption, but everybody has 30 minutes to spend on stuff they like.

REACHING OUT TO OTHERS

But paid media stops working when you stop pouring money into it. So it’s lifetime is finite and its main function now is to jumpstart earned media.

PAID MEDIA IS NOT GOING TO DISAPPEAR.

EARNED MEDIA IS FREE, INFINITE AND VIRAL.IT EMPOWERS YOUR CUSTOMERS TO CREATE MORE CUSTOMERS (AT NO COST TO YOU).

FROM CHANNEL LOYALTY TO TALENT LOYALTY

DISINTERMEDIATION... AND THE RISE OF NEW INTERMEDIARIES

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BRAND BRAND

CUSTOMERS CUSTOMERSPAID

INTER-MEDIARIES

PAID INTER-

MEDIARIES

NEW INTER-

MEDIARIES

Ad-AgeBroadcasting

Post-Ad AgeStorytelling

Fu

POST-ADVERTISING : MAKING FANS FROM FANS

Funnel flipping metaphor from Seth Godin

NUDGE MARKETING

THE FUTURE OF ADVERTISINGClosing the content loop

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Client ObjectiveCREATE A POSITIVE CONVERSATION ABOUT ADHDTO CHANGE BEHAVIOUR

JANSSEN Client case study

SITUATION & KEY INSIGHTSPharma marketing to patients is highly regulated in the EU Negative perceptions are fed by imbalanced media reporting in mainstream media of ADHD.

Create & publish attractive core Media, syndicated , optimised and made easily sharable by key influencers

•Existing content unattractive to key

audiences

•Audiences don’t visit brand sites

•Highly influential interest groups

STORY’S Solution

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A narrative led content programme syndicated and seeded to key influencersand audiences

JANSSEN Client case study

ENGAGING CORE FILM SEEDING &

SYNDICATION

121,000. +50%

VIRALYou Tube Video entries viewed – the fastest ever Pharma viral campaign in EU

“Best Digital Patient

communications” PM Awards 2010

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Driving engagement

Shared across >100 support groups, SENCO & HCP communities

Award winning

JANSSEN Client case study

More traction:

50% higher positive responses than

average for 

seeding

campaigns

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IT’S NOT ENOUGH TO BUILD A BETTER MOUSETRAP. YOU MUST CREATE A PASSION TO KILL MICE

BUILD A BETTER MOUSETRAP...and the world will beat a path to your door

Jon KingManaging DirectorStory Worldwide

Jon.king@storyworldwide.comwww.storyworldwide.com

THANKS

SOCIAL NETWORKING & WEB 2.0 IS CHANGING RELATIONSHIPS WITH CONSUMERS

Adapted from Microsoft research 2008

THE SOCIAL WEB CREATES CUSTOMERS WHO CREATE CUSTOMERS

EU & US POINTS OF DIFFERENCE & KEY INSIGHT Greater social responsibility means European brands are judged by more than their product set Collaboration – EU is less partisanPersonal morality less importanti.e. guns, God, gays & abortionCultural sensitivity & linguistic DiversityMore opportunities & needsfor hyper-local content and services

localise