time to get social

Getting SocialNovember 2009

Tuesday, 17 November 2009

this is a presentation about control, transparency, trust, distribution

95 classic where Negraponte set out the his vision of a shi6 in business where we "Move bits, not atoms." and the digi>zing all mass‐media content, filtering what's important for the individuals, and delivering it to their home in digital form. Like all technology its slower to reach the promised land but we are certainly now seeing impact of digi>za>on: And it has implica>ons for all of us ...agencies and clientHenry Jenkins in his book Convergence Culture talks about the collision between old and new media where grassroots media and corporate media intersect, and where the power of the media producer and consumer interact and the associated cultural transforma>ons . He argues that this convergence will create opportuni>es for brands to direct content across many new channels to increase revenue and broaden markets. In what he calls transmedia storytelling brands will compete for consumers scarce aLen>on. In what is a more transparent world brands will have to change how they engage consumers – listening to them more, talking to them, energising them, suppor>ng them and embracing their needs more. This will demand a radical shi6 in how we market and will impact on strategy, structures of agency and client team and our crea>ve process and over all model

Show video

It’s not enough to be digital

it’s about being social

but being social does

“Conversation optimisation”

lets start with a time check...

its a challenge to society it changes it .....the same way the printing press didthe telegraphrecorded media -images and sound and broadcast TV ...a revolution in human expressive capability

40 years old and 15 in its current form

its a challenge to society it changes it .....the same way the printing press didthe telegraphrecorded media -images and sound and broadcast TV ...a revolution in human expressive capability

it removes silos

• Shirky quote

“tools don’t get socially interesting

until they get technologically

boring ”

What the internet has done has removed the social barriers enabling more sharing, conversation and collaboration and group action for the first time - creating 2 way communication and group action

removes silos

Social Media

removes silos

Internet

The impact on us is hitting home and it will play out over the next 10 years

“Today’s agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand-

loyal and more trusting of each other.

To turn the tide, marketers will move to the Connected Agency - one that shifts: from making

messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating conversations.

Over the next five years, traditional agencies will

Over the next five years, traditional agencies will make this shift; they will start by connecting with

consumer communities and will eventually become an integral part of them”

to facilitate these conversations

brands need to get seriously social

most agency execs...

Brands want to be involved. They want to influence and change behavior. Some listen to the above conversations and some don’t. The smart ones not only listen but act on the collective feedback from the community. Unfortunately, some organizations aren’t structured internally to effectively manage social media externally. This makes it extremely difficult for brand marketers to take action. Brands are still learning; and are beginning to change internal processes in order to keep up with external market conditions, in this case the social web. The brands that are proactive like Starbucks and Dell are one step ahead of the brands that take a more reactive approach.

you could say we are in the

midst of a revolution

“a revolution does not happen

when society adopts new

tools...”

it happens when society adopts new behaviours

71% of the UK population are online and 44% doing so once a day...

Internet is focusing their attention

In relation to us

71% of the UK population are online and 44% doing so once a day...

Internet is focusing their attention

In relation to us

our industry is slow to adopt new behaviours

we are still chasing attention with interruption - some brands are trying a different approach

still trying to create water

cooler moments...Tuesday, 17 November 2009

with an old media model in a new

media world

we try and cover this up by talking 360 and integration

hyper clutterdoes not impact like it used to...

we try and cover this up by talking 360 and integration

Tuesday, 17 November 2009we have become blinded by execution and lost sight of ideas...

banners

“Virals”

banners

“Virals”

maybe...

D’OH...

what is the definition of a fool?

maybe the media is no longer the

message ?

maybewe are?

More people with more things say to more people than ever

before in history ...and it’s s8ll growing

we are living through the great increase in human expressive capability in historywe cant

“The most trusted source of information about products and services (71%) is the

opinion of friends, family and colleagues”

Forrester, 2009

in a world of universal search, ratings, reviews and recommendations?

what does this mean for us when we reach a world of universal search and where people can get information on everything they want and need?

water cooler

momentsTuesday, 17 November 2009

what does this mean for us when we reach a world of universal search and where people can get information on everything they want and need?

PAUSE...

yet many of us are doing this....

PAUSE...

Starts with peoples needs and problems ...not the medium

yet many of us are doing this....

a point about social network

theory...

Social Object Theory

V = Users2

Nodes are people ...and we are

inherently socialand connect

around objects...

People and the links between them define social networks

social objects are shared interests

passions and cultural references etc etc

Tuesday, 17 November 2009Two tier approach mass media product ads

niche iniatives with pro s superfan

facebook and online

that generate conversation...

...can be a social gesture, utility or

experience

Tuesday, 17 November 2009The 21 Steps, a thriller by Charles Cumming, uses Google Maps to show readers the movements of a desperate man caught up in a mysterious conspiracy.

any product, service or idea that

innovates peoples experiences

or where the product is the marketing

Tuesday, 17 November 2009give them a way to use it ....

interesting bit are the conversations

that happen around social

objects

234,000 dropped

objects

234,000 dropped

objects

234,000 dropped

objects

234,000 dropped

started by

geeks...

those geeking out on

everything

surely then social objects must become

a key part of any marketing plan?

bits and atoms...

Tuesday, 17 November 2009As part of its "Absolut World" campaign, Absolut vodka has recently launched a "Kindness as Currency" drive. Visitors to a London cinema were shown a huge amount of kindness, because complimenting a stranger or high-fiving the person next to you could earn people snacks and drinks for nothing. A free coffee, for example, just for smiling at the young lady behind you in the queue. Later on in the evening, free Absolut cocktails were handed out for particularly kind treatment of the bar staff.

On the platform www.mix-in.de you can put together a perfect party from the four elements of music, food, drinks and videos. Here, the elements are perfectly coordinated with each other. So you have the track "autodrift" and a video-mix called "electric sour" with a gin and tonic and an iced tomato peach soup. Recipes, music and videos can be downloaded or used live at your own party. In addition there is the offer of a blog on the page for exchanges as well as party service.

remember v = users2

the more relevant the object... the more powerful your network

So rather than just focusing onobjectives,

propositions and messages

focus on creating relevant...

social ideassocial objects

social gestures

measured by the degree of

collaboration and conversations around

Show Jake Courage video for Halo 3

Show computertan case study

Show Doritos bring back slow dancing

two track branding

managing the masses +

rewarding the niches

are we in the world of two track branding

give them the tools to engage with your

brand, people, product or service

...onsite and offsiteTuesday, 17 November 2009

we have be prepared to...

reasons to...

believe discuss

share download

visit download

returnlink

recommend buy

start thinking this way

Measuring it...

KPI’s and metrics...

alerts

bookmarkscomments

ratings

profile posts personalisation messaging like this page activity

invites installs

groups

followers feedback

favourites

subscriptions

registered users

contributions

wish lists widgets views

uploadstime testimonials tagging

sharing

Campaign Indices

Awareness I

Campaign Indices

Awareness IEngagement I

Campaign Indices

Awareness IEngagement IActivation I

Campaign Indices

Awareness IEngagement IActivation IROI I

Campaign Indices

Awareness IEngagement IActivation IROI ISocial I

Campaign Indices

Awareness Insights IEngagement IActivation IROI ISocial I

Campaign Indices

Awareness Insights IEngagement IActivation IROI ISocial I

Tuesday, 17 November 2009• Web Crawler (or Spider) – this is our own search engine – a vital analytics tool that avoids data needing to be purchased or “borrowed” from someone else’s search engine (which

they get annoyed about eventually). • Matching Engine – once you find the information, matching it accurately is the most important item in terms of saving a user’s time. Brandwatch users do not want to trawl through

thousands of articles that are not related, so we use Artificial Intelligence to teach Brandwatch things such as the difference between “Apple” the well known Brand and “Apple” the fruit.

• Topic Extractor – saves our users hours of time reading through millions of documents to pull out common topics and the locations, organisations and people which get mentioned in the chat about your brand. Using advanced Natural Language Processing Brandwatch does the work of hundreds of people in minutes.

• Sentiment Classifier - works out if the author likes or dislikes the subject matter, meaning you get to know how people “feel” about your brands, products, organisation or people, and, have the metrics to support it.

• Brandwatch Index – is a massive database of all the information held in Brandwatch. This index is constantly updating, making it a valuable research tool for users to access 24x7.Brandwatch is hosted in multiple data centres to provide an average up-time of 99% since its launch in 2007.

which brings me to...

RELINQUISH CONTROL

who’s in control now?

its ain’t usthe shift from passive to active consumption of media and the ability to take control of the means of production and distribution has resulted a transition “from mass media to media of the masses: Faris

web-based tools areenabling individuals to connect, share, converse, collaborate and

act based on shared interests

its ain’t usthe shift from passive to active consumption of media and the ability to take control of the means of production and distribution has resulted a transition “from mass media to media of the masses: Faris

this is only the beginning

demand self expression

this is only the beginning

in just three years time 70% of online content will be user

generatedDatamonitor

abundancecontent

attentionscarcity

abundancecontent

attentionscarcity

abundancecontent

attentionscarcity

“At the heart of an effective creative

philosophy is the belief that nothing is so

powerful as aninsight into human

nature, what compulsions drive a man, what instincts dominate his action, even though his language so often

camouflages what really motivates him.”

Creativity will still be a potent as ever....its the focus of our creativity that changes

we have to flip focus and emphasis

focus on ideas

“The truth isn’t the truth until people believe you, and they can’t believe you if they don’tknow what you’re saying, and they can’t know what you’re saying if they don’t listen to you,and they won’t listen to you if you’re not interesting, and you won’t be interesting unless yousay things imaginatively, originally, freshly.”FLIP Say for DO.....

share of voice to

share of influence

share of voice to

share of influence

6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audience of Millennials.

• More than 175,000 became fans of Refresh Everything on Facebook.

• The webcam in Banner unit helped garner over 700 total video submissions that generated 4 million views and 100,000 text submissions to YouTube.

• The campaign became the #1 sponsored YouTube page.

• Millions of consumers were exposed to Pepsi’s campaign by the heavy press coverage, which included 700+ blog postings.

6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audience of Millennials.

• More than 175,000 became fans of Refresh Everything on Facebook.

• The webcam in Banner unit helped garner over 700 total video submissions that generated 4 million views and 100,000 text submissions to YouTube.

• The campaign became the #1 sponsored YouTube page.

• Millions of consumers were exposed to Pepsi’s campaign by the heavy press coverage, which included 700+ blog postings.

media’s share of voice

creative share of influence

but that raises the question of...

PRIORITISINGTRANSPARENCY

Not just stocks that crashed

diminish our what the internet does is change our expectations around authority and trust ....

so who do we trust ?

it’s people like us?

remember... “The most trusted source of informa8on about

products & services (71%) is the opinion of friends, family and colleagues”

Forrester 2009

People are no longer passive, we are naturally collaborative and cooperativewhich makes us ask questions about the role of brands....mechanisms to enable us to collaborate

remember... “The most trusted source of informa8on about

products & services (71%) is the opinion of friends, family and colleagues”

Forrester 2009

People are no longer passive, we are naturally collaborative and cooperativewhich makes us ask questions about the role of brands....mechanisms to enable us to collaborate

And we have the mechanisms to join together based on shared self interest

People are no longer passive, we are naturally collaborative and cooperativewhich makes us ask questions about the role of brands and institutions...publishing is for actingand media becomes more than a place for information but a where groups come together to achieve a shared goalwhere it be coalition of airline passengers or students in belarus minsk ice cream flash mob peaceful protests ...

And we have the mechanisms to join together based on shared self interest

...sharing...conversa8on...collabora8on and group ac8on

People are no longer passive, we are naturally collaborative and cooperativewhich makes us ask questions about the role of brands and institutions...publishing is for actingand media becomes more than a place for information but a where groups come together to achieve a shared goalwhere it be coalition of airline passengers or students in belarus minsk ice cream flash mob peaceful protests ...

reputa8on capital ?

where it be coalition of airline passengers or students in belarus minsk ice cream flash mob peaceful protests ...

sharing...

Couchsurfers 500000 members and 1500 people per night from 7 people

shift to people collaborating because they like, care, and want recognition and reputation capita

collabora8on...

collec8ve ac8on

testing and tasting on twitter

which is why...

we need to shift focus

From DESTINATION

toDISTRIBUTION

Source: Google Trends

Tuesday, 17 November 20091. Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends

on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites.

2. Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites

now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally

this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the

start of these.

Over the next few years, brands will need to re-structure they way they deliver experiences to their customers online (the best ones are already doing it), and that means delivering unique

content to anywhere customers want to experience it.

Maybe that’s the latest offers by RSS feeds, new product demos by YouTube, campaigns by iPhone apps, online shopping via widgets in facebook or branding exercises by seeding

stopmotion viral videos (they seem to be all the rage!)?

The fact is, agencies and brands will need to work out how to deliver the relevant content, branding and experiences they are currently achieving on their own websites, into highly

competitive social networks, feeds, apps and widgets, where every “campaign” or “offer” has to be groundbreaking just to get noticed… and then there was tracking…!

I don’t think websites & microsites are dead yet. There are still years and years of usefulness ahead for them, we’ll just need to come up with better ways to connect them and their content

into the social lives of customers online…

Source: Google Trends

Tuesday, 17 November 20091. Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends

on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites.

2. Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites

now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally

this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the

start of these.

Over the next few years, brands will need to re-structure they way they deliver experiences to their customers online (the best ones are already doing it), and that means delivering unique

content to anywhere customers want to experience it.

Maybe that’s the latest offers by RSS feeds, new product demos by YouTube, campaigns by iPhone apps, online shopping via widgets in facebook or branding exercises by seeding

stopmotion viral videos (they seem to be all the rage!)?

The fact is, agencies and brands will need to work out how to deliver the relevant content, branding and experiences they are currently achieving on their own websites, into highly

competitive social networks, feeds, apps and widgets, where every “campaign” or “offer” has to be groundbreaking just to get noticed… and then there was tracking…!

I don’t think websites & microsites are dead yet. There are still years and years of usefulness ahead for them, we’ll just need to come up with better ways to connect them and their content

into the social lives of customers online…

Create ideas that people want to gravitate toward

How often we create ideas with the intention to distribute and share?

Tuesday, 17 November 2009The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.

Create ideas that people want to gravitate toward

Tuesday, 17 November 2009Two tier approach mass media product ads

niche iniatives with promos superfan

facebook and online and twitter

In conclusion...

“revolution in human expressive

capability”

not about socially popular platforms

it’s about storiesthat socially engage

happening here

meaningfulnon-linear

hyper linkedparticipative

sharedaudio text and video

brand communities

creating content and consuming it

Source: Faris Yacob I believe the children are our future

So how to get

social?Tuesday, 17 November 2009

We have to...

LISTEN...

Understand audiences and perceptions of the brand

TALK WITH...

Engage in dialogue

Build credibility and educate our audiences through socializing content and interaction

ENERGISE

Connect with brand evangelists and empower them to spread word about the brand

SUPPORT

Create opportunities for customers to support each other

EMBRACE Tuesday, 17 November 2009

Collaborate with audiences to improve and shape products, services and processes

do it rightit feels socialjust

do it rightit feels social

Tuesday, 17 November 2009football fans spec tV

committed players bootcamp

layers of content and info

Tuesday, 17 November 2009football fans spec tV

committed players bootcamp

layers of content and info

Its all about innovation

of what running means to me and many many others

turning a solitary activity via events like this and fuses the physical, virtual worlds into a social experience

focusing on consumers experience of the brand

Re-evaluate....

creative solutions are expanding beyond mere communications...challenging the our creative assumptions, determining the type of creative people we hire, redefining the creative process and our role in it...

Agencies. Who needs them?

revolutions begin

when we change

behaviour

a final thought

remember to create ideas that are....- ref Jon Kish here

earchableSHIFT

ackable

earchableSHIFT

ackablenteractive

earchableSHIFT

ackablenteractive ree

earchableSHIFT

ackablenteractive reeransferable

THANKS...

mark.fallows@mccannlondon.com

http://twitter.com/bcurious

Acknowledgmentsthis presentation was inspired by the thinking and writings of:

Clay Shirky- Professor and Writer

David Gillespie - MacLaren McCann

Faris Yacob - McCann NY

Hugh Macleod - Cartoonist

Mark Earls - Writer

the team at Trendwatching.com

Jess Greenwood - Contagious

Ricky Engelberg - Nike

Josh Benoff - Forrester

Yoni Kish - McCann Israel

...and lots of images from Google and FlickrTuesday, 17 November 2009

time to get social

todays agencies

ve years

years old

brand loyal

media images

broadcast tv

pull interactions

orchestrating campaigns

Business

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get social get found get local get deals done

gem get social - social media

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