“creating the right mix – ideation in the digital age!” by richard mcbeath, proximity
Post on 20-Oct-2014
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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Presentation: Creating the right mix – Ideation in the digital age! Speaker: Richard McBeath, Regional Director, Digital, ProximityTRANSCRIPT
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.