experimentation is the new engagement by dan pankraz
TRANSCRIPT
EXPERIMENTATION IS THE NEW
ENGAGEMENT
Dan Pankraz
Dan Pankraz
Senior Youth Marketing Strategist
DDB Sydney
danpankraz.wordpress.comtwitter.com/[email protected]
BRAND RELEVANCE IS DETERMINED IN THE MOMENT
Thursday, March 12, 2009 McDonalds Australia – Youth & social media presentation © DDB All rights reserved
SO BEING AGILE IS CRITICAL
Thursday, March 12, 2009 McDonalds Australia – Youth & social media presentation © DDB All rights reserved
HOW SOCIAL MEDIA IS DRIVING TRIBAL BEHAVIOUR AMONGST YOUTH
HAPPINESS =
BEING PART OF THE TRIBE
SWARM BEHAVIOUR
Mobilising in minutes, moving as one, sharing intelligence and creating as they go
CHAMELEONS
SOCIAL SLIPSTREAMING TO STAY IN THE KNOW
Who is with who?
Who is/isn’t invited?
What’s she wearing in that pic?
What’s going on this weekend ?
What’s on next?
CONTINUOUS PARTIAL ATTENTION VIA 38HRS OF CONTENT A DAY
SPONTANEITY
AGENTS OF CHANGE
BOUNCE OFF POP CULTURE AND EXPLORE CULTURAL TENSIONS
CHANGING BEHAVIOUR BY TURNING THE MUNDANE INTO SOMETHING FUN
MYTHOLOGY
EMPOWER YOUTH TO DO GOOD
“We don’t do advertising,
we do cool stuff…
…we no longer need awareness…we need to
become part of people’s lives…digital allows us to do that”
Simon Penstridge, Nike UK
AUTHENTICITY
Ken BlockChief Brand Officer/Co-Founder
REMEMBER EXPERIMENT WITH HOW YOU CAN CREATE
HYPER SOCIAL IDEAS
Ideas that spark a rapid mobilisation of youth via social media platforms
danpankraz.wordpress.com
My Other Youth Presentations On Slideshare