how should brands act online? a presentation for leo burnett
DESCRIPTION
How should brands act online? A presentation prepared by James Llewelyn-Davies for Leo Burnett.TRANSCRIPT
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HOW SHOULD BRANDS ACT ONLINE?JAMES LLEWELYN-DAVIES
#HSBAO
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ONLINE /OFFLINE
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THERE IS NO ONLINE/OFFLINE
- The 21st century is a digital century.
- Online is a rapidly expanding market – spend in this sector has risen by over 16% in the first half of 20131.
- Brands should not consider themselves as online/offline – they should exist as one entity.
1 Source: Advertising Association/Warc as in Campaign Magazine
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Bridging the online/offline paradigm
SECOND SCREEN
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#DancePonyDance
SECOND SCREEN HASHTAG
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THE POWER OF TWITTER- Since being founded in 2006, twitter now has over 550
million registered users.
- #blankscreenupdate
- Offers online, real-time reports of the world.
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CONTENT“IF THE INTERNET WAS A PRETTY FACE, ADVERTISING WOULD BE ITS WART.”
DAVE LEE, TECHNOLOGY REPORTER BBC NEWS, 5TH DECEMBER 2013.
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ONLINE CONTENT
Online content needs to be…
I. Relevant
II. Snackable
III. Native
IV. Mobile
V. Respectful
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Oreo Cookies: Superbowl XLVII
SNACKABLE CONTENT EXAMPLE
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GEICO’S ‘HUMP DAY’
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SOCIAL MEDIA
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SOCIAL MEDIA
- @TescoMobile – 50,000+ followers.
- When published on Buzzfeed, this article alone was shared on facebook 32K times, liked 130k times and tweeted about 16k times.
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SOCIAL MEDIA- Should all brands be present on social media – is it
appropriate?
- #AskBG
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CONCLUSION
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CONCLUSION
1. For brands to succeed they must not exist as ‘online/offline,’ instead they should stand as one entity.
2. In this digital age of prosperity brands should take advantage of the second screen and campaigns must be integrated with digital/online.
3. Content that is produced for online viewership must be engaging, snackable, native, respectful and mobile.
4. When using social media, brands must establish and maintain a personality whilst not intruding on others experience.
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