four rules for dealing with a digital reality
TRANSCRIPT
© 2012 Euro RSCG Worldwide All Rights Reserved
Four rules for dealing with a digital reality
Presented by Jeff Lippold
@feffrey
Digital Strategy Director APACEuro RSCG APACeurorscg.co.jpjefflippold.blogspot.com
© 2012 Euro RSCG Worldwide All Rights Reserved2
© 2012 Euro RSCG Worldwide All Rights Reserved3
© 2012 Euro RSCG Worldwide All Rights Reserved
photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/
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© 2012 Euro RSCG Worldwide All Rights Reserved
photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/
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© 2012 Euro RSCG Worldwide All Rights Reserved
HASHTAGS
#fourrules #IMMAPSummit2012
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WHAT THE #FOURRULES ARE ABOUT
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Consumers
Location
Storytelling
Everywhere
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RULE 1:THE CONSUMER WILL CONTROL OUR CONTENT
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THAT MULTITASKS Difficult to grab people’s attention
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Half spent on the essentials (47%, 20.3 hrs)
Work 6.4 hrs
Sleep 7.1 hrs
Chores, errands, cooking, cleaning 2.9 hrs
Commuting 1.2 hrs
School 2.7 hrs
8.7 hrs with media (20%) 3.6 hrs using the Internet 2.5 hrs watching TV 1.3 hrs radio 0.7 hrs newspaper 0.6 hrs magazine
7.9 hrs with technology (18%) IM, landline phone, cell phone, SMS, MP3 player, online/console games, PDA, online journals/blogs, emailing, listening to music (not radio), going to movies
6 hrs w/ Family & Friends (14%) 4.5 hrs w/ Family 1.5 hrs w/ Friends
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10
20
10 30
20
10 30
20
10 30
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AND MULTI”ASKS”We listen to each other
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Source : Edelman Trust Barometer 2012 by Edelman
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ESPECIALLY IN ASIAWhere social is dominant
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Create content
Update status
Post on BBS, reviews, etc
Tag, keep an RSS feed, vote, etc
Join/maintain social media networks, etc
Watch, but don’t participate (lurkers)
Don’t participate
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FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you
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FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you
© 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you
© 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you
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FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build
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FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build
© 2012 Euro RSCG Worldwide All Rights Reserved12
FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build
© 2012 Euro RSCG Worldwide All Rights Reserved12
FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build
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RULE #2: LOCATION IS WHERE IT’S AT
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Source: IDATE - August 2011* Home console, Blue Ray, DMA/DMR, DVR** Desktop, Laptop, Ultrabook*** Smartphones, Media players, Tablets, portable console
0 Million
250 Million
500 Million
750 Million
1,000 Million
1,250 Million
1,500 Million
2011 2012 2013 2014 2015
Digital Media boxes*Computers**TV setsSet Top BoxesPortable Media Devices ***
Worldwide devices sales previsions
BREAKING UPA new range of platforms/solutions
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Technology allows for fundamental change in how we interact with brands
15Photo by Sean Wood for Mekas.jp,
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LOCATION AND MOBILE IS ABOUT....Instant gratification
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LOCATION AND MOBILE HAS TO BESuper simple! (and it’s not easy to do that)
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Sourced: NFC in Japan from cScout Interactive and Strappy
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LOCATION IS ALL ABOUTWhat, where and how you are relevant.
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1) What your brand can offer2) Where your customer is (physical space, frame of mind)3) How the environment/outside factors can influence purchase/engagement
© 2012 Euro RSCG Worldwide All Rights Reserved
LOCATION IS ALL ABOUTWhat, where and how you are relevant.
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1) What your brand can offer2) Where your customer is (physical space, frame of mind)3) How the environment/outside factors can influence purchase/engagement
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RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS
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THINK OF YOUR CUSTOMERS AS VOLUNTEERSWe’re in a battle for time, and they are obliging us.
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Source: Ted Aljibe, AFP
Source: Habitat for Humanity and Wachum.jp
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THINK LIKE Or service
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STORIES CAN....Touching the heart drives interest, creating conversation
Dulux
Let’s Color
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REWARD THEMThe bigger the benefit for your fans the better the response.
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Introducing a new brand nobody knew about - hurdle very high.
Solution - Marvel Movies first ever “interactive” comic book application featuring Iron Man (coinciding with movie tie up)
Result: Close to 3 million downloads of the app worldwide
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MAKE THEbrand, category and consumer tick
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MAKE THEbrand, category and consumer tick
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We need to turn thebrand message into conversational content with a shared value that sparks conversation.
IT’S MORE THAN A BIG IDEAAnd a brand message...
Person
Conversationalcontent
Person
Person
PersonPersonPerson
Person
Person
Person
Person
PersonPerson
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Person
Person
Person
that sparks a conversation
PersonPersonPerson
Person
Person
Person
Person
PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson
PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson
PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson
PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson
PersonPerson PersonPersonPersonPerson Person
PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson
PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson
PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson
PersonPerson PersonPersonPersonPerson Person
Person PersonPerson
Person PersonPerson
Person PersonPerson
Conversationalcontent
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RULE #4: WE HAVE TO BE EVERYWHERE
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LOCATION IS THE PLACE TO BE
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BUT IT’S NOT JUST ABOUTPhysical Space and media
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Find new ways to approach and get inside people’s minds
Source from Creative Commons License provided byPeter Tanlund from: http://www.flickr.com/photos/petertandlund/7409939242/sizes/l/
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HOW? TAKE A MACRO VIEWOf your brand territory
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Go beyond the usual & overcrowded brand territories
Consumer needsConsumer behaviorConsumer environment
Brand / Product Attributes
Competitor positioning& Communications
The standards of Communicating to consumers
The Cultural context
Category Communication CultureConsumer
Product
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AND USE ONLINE SEARCH AS A GLUEas it can be used to find new opportunities online
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How many go to your product?
NOW: Likely all product keywordsThis leaves you the only option of fighting it out for space within your own category.
XXXXVisits
Related to the general category.
POTENTIAL TO BE RELATED TO YOUR PRODUCT AND BRAND
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A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages.....
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28K /mo*
POTENTIAL: Camping, sports, little league, etc:395K/month
* Euro RSCG Keyword Analysis
© 2012 Euro RSCG Worldwide All Rights Reserved
A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages.....
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28K /mo*
Category: health, and related: 243K/month
POTENTIAL: Camping, sports, little league, etc:395K/month
* Euro RSCG Keyword Analysis
© 2012 Euro RSCG Worldwide All Rights Reserved
A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages.....
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28K /mo*
Category: health, and related: 243K/month
POTENTIAL: Camping, sports, little league, etc:395K/month
* Euro RSCG Keyword Analysis
MORE EXPENSIVELESS EXPENSIVE
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MUSETied the concept of “play” to children’s activities.
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Search Topics related to children’s activities
TVCM
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THE #FOURRULES
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RULE #4: WE HAVE TO BE EVERYWHERE.
RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS
RULE #2: LOCATION IS WHERE IT’S AT
RULE 1: THE CUSTOMER WILL CONTROL OUR CONTENT
© 2012 Euro RSCG Worldwide All Rights Reserved
THANK YOU.
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Presented by Jeff Lippold
@feffrey
Digital Strategy Director,Euro RSCG APACeurorscg.co.jpjefflippold.blogspot.com