integration of social & mobile marketing roger warner, 8.11.11

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Integration of Mobile and Social Marketing DMA Seminar, 8th November 2011 [email protected] http://www.slideshare.net/contentandmotion/ @RogerWarner The importance of rewiring, plumbing and ideas 1

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Roger Warner\'s, Content and Motion, presentation from our Integration of Social & Mobile Seminar on Tuesday 8 November 2011. at DMA House. This was a repeat event from the one in September.

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Page 1: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Integration of Mobile and Social Marketing

DMA Seminar, 8th November [email protected]

http://www.slideshare.net/contentandmotion/

@RogerWarner

The importance of rewiring, plumbing and ideas

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Page 2: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Big Brand Ideas: Hardwired for Social

• Part of Box Network Europe

• Formed 2009

• 18 staff, and growing

• 20 active clients

• 25+ active programs and campaigns

• All revenue is digital and majority is retained

• One focus: SOCIAL Communications

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Page 4: Integration of social & mobile marketing   Roger  Warner, 8.11.11

4

An Advertising Man, 1980-Something

• John Hegarty

• Co-Founder of Bartle, Bogle, Hegarty

• Author of Hegarty on Advertising

• Pioneers of modern advertising (esp TV)

• Founded 1982

• Levis, Audi, Lynx (Axe)

buy!

Page 5: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Rewiring

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Page 6: Integration of social & mobile marketing   Roger  Warner, 8.11.11

There’s an App for That (... for Everything)

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Page 7: Integration of social & mobile marketing   Roger  Warner, 8.11.11

“Social Media is a Conversation”

• Goal: deliver consistent stream of comms

• Success determined by how compelling, rewarding and relevant the brand is - as long term engagement, dialogue and support programs

• Problem: competition not other nearby brands, but every other online activity between breakfast and bedtime - friends, family, and other smart engaging brands on Facebook

• Talk is not cheap

• We can’t ALL be friends on Facebook!

• The app store is very crowded

• Brands want conversations / ‘engagement’. People want.... what?

• ...be careful not to lose the plot

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Page 9: Integration of social & mobile marketing   Roger  Warner, 8.11.11

9

Tactics

mobile?

desk?

iPad?App?

•To the left is a classic consultant chart (an old one of ours)

•Brands want to plot the audience on a neat map

•Also plot channels and platforms

•Trap: real people don’t behave like this

•What if the real world just doesn’t want to talk to you on Facebook?

•Engage with that...

Page 10: Integration of social & mobile marketing   Roger  Warner, 8.11.11

People Aren’t Dumb. You Are One. Think Like You.

10

The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial...

Hegarty

Page 11: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Opportunity

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Page 12: Integration of social & mobile marketing   Roger  Warner, 8.11.11

The Opportunity...?

12

• Messages that sell are great ideas, stories

• But the playbook is static - TV, display, etc

• We’re addicted to the media / the media is not the message

• Traditional advertising wins by attrition, repetition

• Those with the best ideas and the deepest pockets win

• Social doesn’t work that way - it’s a relationship, a dialogue

• How do you deliver a great creative idea, via dialogue, 24x7, multi-channel?

• Houston, we need re-wiring

Page 13: Integration of social & mobile marketing   Roger  Warner, 8.11.11

13

Average Days

Page 14: Integration of social & mobile marketing   Roger  Warner, 8.11.11

The Real Change

The value of a great idea hasn’t changed, but the opportunity to exploit it has...

14

Hegarty

Page 15: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Mobile

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Page 18: Integration of social & mobile marketing   Roger  Warner, 8.11.11

TomTom #BreakFree

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Page 20: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Campaign Overview• Main vehicles are experiential and events-driven. Singing and fun is platform for creative strategy

and tactics (e.g. Caraoke)

• Core strategies are editorial - giving audiences an array of backstories to aspire to, believe in, and - most importantly - join (cool gigs, Queen hit songs)

• All of these happenings are centralised on Facebook, and driven to the outer world via Social (mobile) channels such as Twitter and online PR

• Everything is branded. #BreakFree simply asks people to ‘sing, win and #BreakFree’. #BreakFree from the tyranny of traffic (and a host of other tedious things that are on people’s minds). Share content.  Win things - Renault cars, TomTom product, etc. (NB: 2011 marks the 20th anniversary of Freddie’s death - and so all activity was geared to coincide with wider public Queen/Mercury tributes)

• Events and experiences provide rich content opportunities for brand and users - video, pictures, etc - all of which are featured on the central brand .com, Facebook, YouTube, Flickr, etc. Content is a series of micro stories (and updates) to amplify the activity and to further engage

• Turns brands into content-based Social engagement platforms that give consumers a bigger (more aspirational) reason to believe - via offline events and key comms channels such as Facebook and Twitter, with publishing tools such as YouTube and Flickr being used as a Social CMS to make core content as agile, findable and usable as possible

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Page 21: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Recruitment, Engagement, Awareness, WOMMORE THAN ‘MOBILE’ / EVERYTHING IS INTEGRATED

Core creative strategy - strong, populist narrative - celebrity led: Sing, Win and #BreakFree (Freddie Mercury and Queen)

Brand content - celeb and humour driven, syndicated via Social with strong incentives to share

User content - fun, simple apps to encourage people to get involved and win brand prizes - Sing, Win and #BreakFree

Everything promoted via simple #Hashtag - (#BreakFree) to ensure talk-ability and share-ability

Social acquisition built in - goal is to drive Facebook fan base

Offline executions promoted via .com - exclusive trade-in offers are tied to the main online campaign and promoted via banners, PPC, web sites

Built to amplify via Social shares - all supporting widgets and apps have branded sharing and #Hashtags built in at source

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Page 22: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Occasionally Freddie (#Bestival)

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Page 23: Integration of social & mobile marketing   Roger  Warner, 8.11.11

• Global integrated Social campaign: Sing, win and #Break Free! (from traffic). • Goals:

• Build community• Engage younger audience• Build brand awareness• Drive trade-in sales

• Measured on:• Share of voice• Awareness / coverage• Sentiment• Participation• Sales

• Results:• 5.5m+ views of branded #BreakFree videos since campaign start• 1.5m visits from Facebook to TomTom.com in first month• 200%+ increase in positive sentiment on Social Media since start• 100%+ increase in volume of Social Media mentions since start• 158% increase in Facebook fan base since start - up to 105k• <1k app downloads 23

TomTom #BreakFree Results

Page 25: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Mobile Wardrobes

Top Shop fashionistas submit their ‘looks’ for the season. Top Shop also posts its own catalogue of shoots/images. Voila: instant curation of an amazing ‘Look Book’.

Tumblr feed populated. People graze feed via categories/tags. Platform built for feedback and the share.

People share Tumblr content via social - retweet, post to Fb

“Ask fashion queries, reblog favourite snaps, follow your style crushes. Submit pics of yourself, we’ll be tumbling the looks we love the most. Tell your friends...”

People driven back to Tumblr. Friends of friends too. And so on...

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Page 27: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Mobile Rules

entertaining

valuablefree

easyin step w

ith

my life

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Page 28: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Campaign Planning (Plumbing)

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Council: Platform (Planning and Plumbing)

•Move away from existing device and campaign channels and/or internal team silos

•Place emphasis on a central creative program (idea) supported by multiple teams and content assets

•Success hinges on the successful liberation of assets from brand teams and disciplines

•A corporate event is a Facebook promo opportunity. A new product launch is a blogger briefing and a content syndication opportunity, etc - and everything must be published in an agile manner (Social) so that it is available for multi platform / channel executions - web site, email, Facebook, mobile, etc

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Page 30: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Run Mode: Council Constituents

Execs/VPs

Comms/PR Product/Brand Corporate Support Other...?

A

B

C

A

B

C

A

B

C

A

B

C

A

B

C

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Page 31: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Run Mode: Council in Action

Comms/PR

Support

Product Corporate

Other...?

VP seat?

Program Lead /Chair

• Regular plan/review meetings

• Standing agenda - each council member brings their own requirements to the table

• Themes and priorities agreed for programs/campaigns

• Actions (esp content) allocated to stakeholders

• Central (simple) comms plan managed centrally in a web-accessible format 31

Page 32: Integration of social & mobile marketing   Roger  Warner, 8.11.11

In Store

TomTom Microsite

TomTom Facebook Page

Break Free Tab

Break FreeYouTube Channel

(all UG videos)

Content hub (backend)

Record video

Social share video

Trade-in tab

Break Free Me App

Careoke iphone

app

Record video

capture user info

Personal Facebook

Personal Twitter

Personal Blog

Email

Record video

(no app)

Social share video

QR Codes

QR Landing

Video playerembed

TomTom App Integration Map and User Experience Flow

Auto generated email with links to user's video/creation and the

BF FB page

Newsletter

View/share

BUY

TRADE IN

Facebook ads &

engagementBlogs &

News sitesBanner/

online ads

First time buyers

Non-live PND Owners

Competitor device owner

TomTom Live PND owners

Nav 2 device owner

Nav 3 Device owner

Software flashes

Targets

Engagement platforms

Radio Direct mailTraditional press

Live (local) events

TomTom Nav 2 owner

Points of entry

Booth

Trade-in info

HD traffic info

Mobile phone

Dev elements

Log user

shares

User actions

Incentives WIN (weekly)

WIN (Grand Prize)

KEY

€50 off

capture user info

RENEW SUB

WIN (daily)

Log #breakfree +@tomtom

hashtag use

Auto-populate:

#BreakFree@TomTom

Think user experience!

Don’t try this alone!

• Multi-team

• Multi-discipline

• Developer

• Brand

• PR

• Advertising

• Retail

• Product

• etc

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Page 33: Integration of social & mobile marketing   Roger  Warner, 8.11.11

Integrated Mobile Planning: Summary

• Effective mobile programs are not about apps - they’re about experiences

• Creative should be driven by user cases: entertaining, valuable, free, easy, fits with my life

• Mapping: helps to visualise the connections that are required amongst internal teams, working processes and content outputs

• Rewiring: support teams work with comms teams; retail teams work with Facebook developers; events teams work with advertising

• Alongside these campaign architectures we need to develop organisational maps that plot the roles, responsibilities and interdependencies that are required amongst team members

• Somebody needs to step out of the fray and shoulder responsibility

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Page 34: Integration of social & mobile marketing   Roger  Warner, 8.11.11

It’s Not Really About the Plumbing

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[On the introduction of TV advertising]

The boffins had taken over - they could bamboozle clients with all the technical jargon of this mind boggling new media. In the land of the blind, the one-eyed producer proved to be king. And these one-eyed men - and they were all men - were the kings of advertising. Until, that is, someone said ‘we need an idea.‘ And then the one eyed producers were found to be somewhat wanting...

Hegarty