1. 1. Smart Content for Smart Societes Focus on Smart Engagement Dana Al Salem
2. 2. To understand what Smart Engagement means, we need to first understand the shared Mindset of our Audiences.
3. 3. What is the Fastest Growing Audience Today? Who is the Audience of the Future? Who is the Next Generation?
4. 4. The fastest growing audience today is the Millennials (18-34). There are 83M of them today in the US alone. $62 billion on media content in 2015. $200 billion annually by 2017.
5. 5. To understand the Mindset of Millennials, we need to look back at the environment they have grown up in.
6. 6. For Baby Boomers and Gen X, there was a belief in institutions, systems and leaders.
7. 7. There was a belief in government and leaders
8. 8. There was a belief in education systems
9. 9. There was a belief in financial institutions
10. 10. There was a belief in health organizations
11. 11. There was a belief in heroes
12. 12. So, what has changed? How has the environment affected the Millennials beliefs?
13. 13. Education systems have failed
14. 14. Heroes have fallen
15. 15. The health system is flawed
16. 16. Military and police presence is prevalent
17. 17. yet, public safety sentiment is not guaranteed
18. 18. Financial institutions have collapsed
19. 19. Even countries have defaulted
20. 20. iceland
21. 21. This is what we have left the next generation. This is the environment they grew up in.
22. 22. The Mindset of the Millennials is a mistrust of institutions. They do not believe in systems, organizations or leaders.
23. 23. So, how do you engage with them?
24. 24. Create a Belief System. Give them something to believe in.
25. 25. A Belief System = Emotional Equity. Emotional Equity = Smart Engagement.
26. 26. So, how do you build a Belief System?
27. 27. Belief System = Give them a reason to believe. Give them a reason to belong. Build a relationship, not a transaction. Empathize with them Curate for them Teach them Be Consistent in your promises Be Sincere in delivery
28. 28. Millennials want to Feel Empowered. To engage them, you must enable them to Do (How does this help me do things?) Learn (How does this help me be in the know/be informed?) Curate (How does this enable me to make this experience my own?)
29. 29. New Consumers AdvocacyEngagementEmpowerment Repeat Customers + $$$$ + $$$$ Empowerment = Emotional Equity Emotional Equity = Smart Engagement.
30. 30. So, who is doing this right? Who is engaging their audiences the smart way?
31. 31. Some examples Product Personalization Audience Collaboration Humor Driving Imitation Innovation and Opportunity
32. 32. Product Personalization
33. 33. Nutella Personalized Name Jars Nutella made personalized named jars available for sale online. It generated revenues of 8.1BN EUR in 2014. It is the number one spread in the world. The company is family owned and run by 89 year old Michele.
34. 34. Nutella Stories Nutella in commemoration of their 50th anniversary created a story sharing space for users to express their love for the brand. 76,405 Stories have been shared to date.
35. 35. Coca Cola Personalized Bottles Coca Cola personalized name bottles available for sale online. 998M impressions on Twitter 235k tweets from 111k fans using #ShareaCoke 150M personalized bottles sold 730k glass bottles were personalized via the ecommerce store Revenue boosted to 50BN USD in 2014
36. 36. Audience Collaboration
37. 37. Cancer Research Selfies No Makeup Selfies was a campaign to raise awareness and funding for Cancer Research. Accept a no makeup nomination Take a no makeup selfie Text BEAT to 70007 and post on facebook Nominate 3 friends to do it next
38. 38. ALS Ice Bucket Challenge ALS Ice Bucket Challenge was a campaign to raise awareness and funding for ALS Research. ALS, also known as Lou Gehrigs Disease. Accept a challenge or decline and donate Drop a bucket of ice over your head Video the event Challenge 3 friends to do it next
39. 39. ALS Ice Bucket Challenge 1BN views on Youtube Has raised 110M USD Other participants Oprah, Justin Bieber, Britney Spears, Bill Gates, Mark Zuckerberg, Lady Gaga, Charlie Sheen, George Bush, Foo Fighters, Kermit the Frog, Justin Timberlake, Taylor Swift, Jon Bon Jovi, Selena Gomez, Jennifer Lopez Obama declined, but donated ALS Bush Ice Bucket Challenge
40. 40. Dove Real Beauty Sketches Campaign This campaign was a social experiment to illustrate how women are their own worst critics and was used to reinforce the brand commitment to fostering self-esteem in women. Sketch was done by a forensic artist based on self description Second sketch was done based on the perception of a stranger Both sketches were hung together to reveal the differences 114M video views online 3,707,407 shares, the third most video shared of all time
41. 41. Dove Real Beauty Sketches Campaign
42. 42. Dove Real Beauty Sketches Campaign
43. 43. Humor Driving Imitation
44. 44. Dos Equis The Most Interesting Man in the World Campaign
45. 45. Dos Equis The Most Interesting Man in the World Campaign Dos Equis created a personality, who is so extraordinary, so exaggerated, the humor and character type drives engagement. 1. The humor drives the virality and sharing 2. The content is accessible to curation or editing 3. The series allows for users to create more chapters
46. 46. Dos Equis The Most Interesting Man in the World Campaign Dos Equis then deepened the brand extension to move users from Youtube to their website for a fully interactive treasure hunt. The final call to action is to capture the user mobile number, to receive a call from the Most Interesting Man in the World.
47. 47. Old Spice The Man Your Man Could Smell Like Campaign
48. 48. Old Spice The Man Your Man Could Smell Like Campaign Dos Equis created a personality, who is so Manly, so exaggerated, the humor and character type drives engagement. 1. The humor drives the virality and sharing 2. The content is accessible to curation or editing 3. The series allows for users to create more chapters
49. 49. Innovation and Opportunity
50. 50. Smart Engagement is not just reserved to brands. Countries are doing it too.
51. 51. Abu Dhabi in the 70s
52. 52. Abu Dhabi in the 70s HH Sheikh Zayed Built a Belief System Sustainability Mobility Education Infrastructure Entertainment Hospitality Culture & Arts
53. 53. Abu Dhabi in the 70s and Today HH Sheikh Zayed Built a Belief System Sustainability Mobility Education Infrastructure Entertainment Hospitality Culture & Arts
54. 54. Abu Dhabi in the 70s and Today
55. 55. Abu Dhabi The Belief System
56. 56. Abu Dhabi has given us a platform at WSA to Do Learn Curate That is Smart Engagement. ABU DHABI + = Smart Engagement
57. 57. Thank you