l bi creating_meaningful_engagements_at_scale
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TRANSCRIPT
SINGAPORE
WE MAKE BRANDS SHAREABLE.
IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.
What’s happening
Amplify
Amplify
The content that ranks
best in Google is
content that people like and trust.
Where relevant fresh content will rank better
than old content.
Bought
Earned
Time
RO
I
12 Months
Owned
15:1
25:1
32:1
6 Months
32:1
25:1
15:1
37++:1 37++:1
Integration
Amplify
What we need to do
How to do it
36
They cheer because they care. They
have an unique close connection to
what they’re cheering for
They cheer because it has an
impact. It fuels the athletes and can
support can influence play.
37
Casual fan
Supporter
Fanatic
38
39
Buzz Vol.
Visa
P&G
Coca-Cola
BMW
Samsung
Nike
Others (80%
McDonalds)
Buzz Sentiment
33.5% 3.9% 7.5% 1.3%
Athlete cheers, reaction to congratulatory commercials,, RTs of @teamvisa
0.0% 13.1% 40.7%
Nike releases the “Find Your Greatness” campaign
A different kind of approach
Stimulating sharing
Targeting individuals not platforms
Use data to create content that
engages audiences in the right way
Use engaging content to create opp’s for further data collection
Making Sony Mobile
relevant once more
Results
• Branded content received 1.7million
views in a 6 month period
• 85% who engaged with the Xperia
Studio viewed Xperia smartphones
more positively afterwards
• 17% of visitors to the Xperia Studio
went on to visit the main sony mobile
site
• The content and campaign has been
featured in wired, gizmodo,
mashable and other credible
publications
• The campaign also won a 2012
webby for the people’s choice award
in integrated mobile experience
Moving beyond traditional
brand communications
Create
Curate
Instigate
Volume of content
Create
Curate
Instigate
Volume of content
Harnessing the
power of digital to
spread happiness
around the world
“We’re more in the space of
managing communities than
creating ads.”
Joe Tripodi – CMO, The Coca-Cola Company
Summary:
Delivering Meaningful
Engagements at Scale
IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.
Thank you [email protected]
Strategy
Planning
Data/Analytics
Research & Insight
User research
User experience
Digital design
Website build
E-commerce
Branded content
Mobile
SEO PPC
PAID Media
Social media
Managed services
Hosting
CRM
Data
US Atlanta Boston Chicago
Connecticut Detroit
LA New York
Philadelphia
Lagos
W. Europe
800
GERMANY
330
NORDICS 250
USA 2350
UK 800
Asia Pacific
800
The largest social media agency
350+ people
10 offices HQ in Shanghai
The Gateway to ME and Africa
45 people,
4 affiliate offices HQ in Dubai
Centre of technical excellence
160 people
3 offices 4 affiliate offices HQ in Mumbai
South East Asia Hub
7 people (Q1), 20 (Q2)
6 affiliate offices HQ in Singapore
‘One to watch’
24 people 2 offices
HQ in Sydney
