dancing in the distraction factory
TRANSCRIPT
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Dancing in the distraction factory
Some observations about Now/Next
Chris Binns, MediaCom
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“A great wind is blowing that gives either imagination or a headache”
Catherine the Great
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You won’t hear any predictions here
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It’s a mugs game
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Instead an assertion
(data) Insight + Content = Value
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No-one really cares about our advertising
Source: TGI, a version of this first appeared on adliterate.com
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Arguably fewer are paying attention
76% of UK using otherScreens while watchingTV
Source: YouGuv
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Sadly . . .
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So . . .
We’re all dancing in the distraction factory now
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Less about the future and more
about the adjacent
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Use data to reach more people who care
99 Problems but data ain’t one
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Use data to fuel demand with friends of fans
Source: Facebook
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Annex cultural traction not media channels
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Rinse people’s attention when they do bother with it
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Use digital analysis to build the layers
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Don’t build communities
Recruitment + production + activation = Planning for the black swan
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Atomise experiences
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Its all about the SoLoMo
Picture with thanks to Social Commerce today
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So what?
We are all students of cultural traction
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So what?
70:20:10