breakfast club - a new era of engagement
DESCRIPTION
At Draftfcb London’s Breakfast Club event Phil Nunn, global communication architect for Draftfcb, and Matt Teeman, soon to be group commercial director for Metro Newspapers, co-presented “The New Era of Engagement.” They outlined what we mean by consumer engagement; discussed the pitfalls of becoming a “brand publisher”; and looked to what marketers, media owners and agencies should do next to keep consumers interested.TRANSCRIPT
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%
…………
…………
…………
Standard comms (TV, OOH, digital display, shopper)
What’s yours?
Innovative activation ideas
Braver engagement ideas
…………
…………
…………
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