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Breakfast Club - A New Era of Engagement

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At Draftfcb London’s Breakfast Club event Phil Nunn, global communication architect for Draftfcb, and Matt Teeman, soon to be group commercial director for Metro Newspapers, co-presented “The New Era …

At Draftfcb London’s Breakfast Club event Phil Nunn, global communication architect for Draftfcb, and Matt Teeman, soon to be group commercial director for Metro Newspapers, co-presented “The New Era of Engagement.”

They outlined what we mean by consumer engagement; discussed the pitfalls of becoming a “brand publisher”; and looked to what marketers, media owners and agencies should do next to keep consumers interested.

Published in: Business, Technology

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Transcript

  • 1. a new era ofengagement“There has been a “No longer is it goodbizarre mix of success enough to say that weand failure over the must engagepast months” audiences”Phil Matt
  • 2. a new era ofengagement WARNING
  • 3. PUSH pull
  • 4. What an amazing summer… for some.
  • 5. film
  • 6. success failure
  • 7. 4.7 Million social followers15 Million App downloads109 Million unique users431 Million visits4.73 Billion page views
  • 8. 60%by mobile device
  • 9. D CANCE ELLE LLEDCANC LED CEL CAN CAN CANC ELLED CEL LEDCANC ELLED
  • 10. Glastonbury may only take placefor another "three or four years",according to Michael Eavis. He claimed that festivals are "on theway out" as music fans aregrowing bored of going to them.…there is afeeling thatpeople haveseen it allbefore
  • 11. Unilever partners with News Corp and Viacom for digital content
  • 12. PUSH pull
  • 13. Example  from  2012  -­‐  2011  
  • 14. not every brand can entertainor make a useful thing… spent $20 million to lose $450 million
  • 15. 22
  • 16. Jay-Z results o  1 Million Facebook fans o  Book #1 in charts for 10 weeks Bing results o  ?23
  • 17. THE ENTERTAINER
  • 18. Do you really want to? Image:  Magda  indigo  -­‐  h8p://500px.com/photo/2634434    
  • 19. We can take lessons from Publishing.
  • 20. A word about Matt
  • 21. Do you really want to? Image:  Magda  indigo  -­‐  h8p://500px.com/photo/2634434    
  • 22. a new paradigm shiftBy  Mahmud  Hasan  (Aka  Pixel  Lord)  Flickr.com  shown  for  illustraNon  only  
  • 23. It doesn’t have to be reruns of dog-eared sitcoms.
  • 24. A real challenge …finding a steady supply of qualitydigital content for a reasonable price Keith Weed, Unilever Chief Marketing Officer
  • 25. Everyone is using social as areason not to spend money.We need to move away from thedemocratisation of creativity.
  • 26. Reciprocated SymbioticRelationships
  • 27. Beyond paid Image:  NYT  Facebook  page  h8p://goo.gl/LI3P5      
  • 28. Barter has become acceptable Image:  Nick  Pandev  -­‐  h8p://500px.com/photo/4996332  
  • 29. They have huge back catalogues of content Image:  Frank  D-­‐  h8p://500px.com/photo/3593864  
  • 30. 24/7 content makers for the now … Image:  Washington  Post  Facebook  page-­‐  h8p://goo.gl/quV8r  
  • 31. We need to work with media owners toharvest more content & deliver in newways
  • 32. “Engaging customers todayrequires commitment from theentire company and a redefinedmarketing organization” McKinsey Quarterly. July 2012
  • 33. LIQUID & LINKED“Comms need to be multifaceted andspreadable; they need to encourageimmersion and discovery.And, in a digital ecosystem, they also needto encourage engagement through socialmedia.” Jonathan Mildenhall, VP Coca-Cola
  • 34. A benchmark: Coca-ColaStandard comms(TV, OOH, digital display, shopper) …………   70%Innovative activation ideas …………   20%Braver engagement ideas …………   10%
  • 35. What’s yours?Standard comms(TV, OOH, digital display, shopper) …………  Innovative activation ideas …………  Braver engagement ideas …………  
  • 36. By  victoriapeckham  Flickr.com  image  used  as  illustraNon  only  
  • 37. We need to invest in the magicians Image:  h8p://goo.gl/BWPdo  
  • 38. “Where parents and children can have fun together” $22.6bn per year Image:  MarNn  Royds-­‐h8p://500px.com/photo/946738  
  • 39. A new future Image:  TwenNeth  Century  Fox  -­‐    h8p://goo.gl/GbAz5  
  • 40. A new future Engagement Push & Pull communications Entertainer?Learning from the professionals The relationshipMedia Brand Agency The new eraContent Innovation Magic
  • 41. Thank you