2. Hello!
Worked in a number of leading advertising
agencies in a career spanning over 25 years.
Mainly as a Planner
Spent some time as a Brand Advisor to some
leading Irish Companies
Been directly involved in Digital businesses for
almost 10 years
MD of Refresh – a full service digital agency
Ciaran O’Reilly, MD
& Head of Planning
3.
4. What we will cover
How digital has changed what a Brand is
How digital has changed Brands relationship with
media
Socialising Brands
Changing role of brands in consumers lives
Are we entering yet another new era of marketing?
6. Who’s in control?
• Consumers want control of brands… facilitated
by technology.
• Challenge for marketers is retaining brand
control while allowing consumers to interact.
7. What a Brand is, has changed
David Ogilvy
1960’s-2005 The Branding Era
2005 – Present The Digital Era
8. Value of Word of Mouth
The most recommended company in its category grows 2.5
times faster than the category average
Source: Bain & Co.
250%
Implications for Agencies
Increase the value of brands
by making them the most
relevant & recommended in
its category
Implications for Clients
Brand Recommendation is
now one of the key Brand
Metrics. Real Time Reputation
Management is critical
9. "When you see an ad with your"When you see an ad with your
friendfriend’’s name in it, recall goes ups name in it, recall goes up
by 60%. Word-of-mouth is theby 60%. Word-of-mouth is the
best advertising. At Facebook webest advertising. At Facebook we
are implementing word-of-mouthare implementing word-of-mouth
at scale."at scale."
Dan Rose, VP of Partnerships and
Platform Marketing, Facebook. Jan 2011
20. For Consumers, it’s not about Social Media, it’s
about Social Currency
Social Currency: The objects that makes us
valuable to our friends
21.
22. Unashamedly jumped on a consumer driven meme
What’s amazing is that Paddy Power is not seen as a marketer leaping on
a bandwagon
23.
24. Think Like a Consumer
• Know your audience
• They have different modes for different moods – so
should you
• Not one Corporate voice – each channel has different
needs and different tone of voice
• Have an opinion & avoid ‘Marketing Speak’ –
especially in Social Media
• Don’t be afraid to be a little self deprecating
• Encourage engagement – a relationship is two-way
30. Social TV
• Connected TV’s integrating social activity
• Integrated into EPG Middleware
• Twitter & Facebook now major players in TV industry – without making a
single TV program
• VOD – Timeshifted viewing with social integration
32. Consumers transmitting brands
Some brands are disproportionately
more appealing to digital
consumers who are TWICE as
likely to be “Transmitters” –
influence others with their views
*Millward Brown, BrandZ Brand Equity Survey
33. 99% of influencers say
friends ask their opinion
before making an
important purchase
36. Difference between ‘advertising’ & ‘digital’
“Advertising is about breaking
through, digital is about
fitting into the more personal
media rhythms of peoples
day-to-day lives”
Nick Law, Chief Creative Officer, R/GA
38. The role of Brands has changed
We believe in the digital era brands have two new
roles:
1. Becoming an open platform
means becoming a ‘connection
point’ to engage consumers. Need
to make sure brand has something
meaningful to say and be brave
enough to facilitate a 2 way
relationship
2. Brand Utility to play a useful
role in the lives of consumers – it
is simply not enough to rely on
the old principles of media
interruption.
39. Platforms : A Key Trend
“Platforms (e.g. Nike+) are worth
investing in, they are an efficient and
ongoing relationship. Identifying
platforms that only that brand can
deliver, that fits into peoples day-
today lives will become more & more
important.”
41. Welcome to the Relationship Era
• 44% Nearly half of consumers are less responsive to Mass Marketing
Messages (inc. those running on digital media)
• 66% of consumers are more inclined to purchase brands that allow them to
share their preferences
Build Relationships not brands
• In the Relationship Era, marketing communications is almost a real-time
dialogue, hyper-targetted to ever thinner slices of customer segmentation
• Enlightened marketers have unimaginable access from numerous sources
to rich consumer data, enabling them to be more proactive and deliberate
in ways that are unexpected and highly valued
• All leading to an ever evolving era of mass personalisation
Young Consumers want to be given access to & control of brands, and this is being facilitated by technology. Challenge centres on striking balance between retaining brand control & allowing consumers to interact. The social web means the conversation about your brand is now continuous and ever-changing – with or without you!
By 2011, Earned Media overtook Paid Media as the #1 driver of smartphone purchase
However, if that’s all that makes new media new, then they are not new, so much as old media on steroids
New media is truly new when the content is Active and actionable not passively consumed Marketing Programs in the digital world are a series of ‘feedback loops’ based on the participation of consumers
“ In the future, no television advertisement will be just self-contained narratives designed to entertain, inform, educate or remind consumers about products. Their role isn't going to be about building brand recall, favorability and awareness... They will be trailers into deeper branded digital experiences. When TV ads become teasers for digital experiences, the ROI on the investment will improve significantly as the digital experience will stretch out the brand experiences beyond the 30 second clip. ”
When we develop digital strategy, we look at media as having 3 different forms:
“ ...Setting up a Facebook page alone won ’ t suddenly make a brand more social. The question for a brand to ask is not whether to use social media. The question to ask is how to make your brand more engaging. An antisocial brand using social media is still an antisocial brand. ”
Turn sharing behavior into value with share buttons
Sharing on the social web acts as a form of currency. Sharing useful information that might help someone within your network scores you points and builds equity Social sharing is a major behavioural shift, the most important so far of the 21st century. And the information we choose to share with friends, co-workers and even strangers, is re-defining the idea of what ’ s private and public before our very eyes
Paddy Power give us a masterclass in understanding the value of sharing to their audience. Key Learning – brands can talk in different ways in different channels to stay relevant.
Key Learning – brands can talk in different ways in different channels to stay relevant. They know their Audience
Not a message for today’s audience… well maybe it is! Hands up anyone who was at Roger Waters last week? Just before he sang Run Like hell Roger showed a knowledge of and a lack of fear in verbalising what everyone was thinking!
The overall goal of gamification is to engage with consumers and get them to participate, share and interact in some activity or community. A particularly compelling, dynamic, and sustained gamification experience can be used to accomplish a variety of business goals. There are two significant digital trends that are revolutionising brands and ‘ socialness ’ – both driven by Social Currency Everywhere - from Frequent Flyer Programs to Nike+ to Sales Force motivation Using gamification, marketers can help increase brand awareness, affinity, and purchase intent by driving their audience to spend more time on a website or related social media property and come back more often. It drives Loyalty and motivates behaviour/behavioural change
Not merely the preserve of social networks – although in many cases, social networks are used to amplify their popularity "Tidepool" is a mobile application which creates a personality profile of its users and shows them their most productive times of day. Users are tested throughout the day on a variety of factors using scientifically-based reaction and decision-making games. At the end, users receive a personal character analysis and the evaluation of their cognitive performance, as well as recommendations on which tasks they complete best at different times of day. It is also planned to include analysis from fitness testers such as Fitbit in the analysis.
Audiences engaging with TV via second screens
Word of mouth is powered by Influencers – identifying who they are is crucial
99% of influencers say friends ask their opinion before making an important purchase compared to just 13% of the Bottom 10% Top 10% are more likely to discuss certain types of high engagement product categories such as mobile, travel, fashion, music and even beauty and personal care. Marketers should monitor these discussions and create platforms for positive sentiment to be used to influence other consumers in the consideration stage. By leveraging their influence, marketers can inject a trusted voice into the path to purchase with the ability to influence in real-time.
Platforms can be Apps like Nike + - but they can as easily be branded content platforms.
Scott Olrich, President of Marketing and Platform at Responsys: “In the quest for scale, individual consumer relationships got brushed to the side as marketers felt the pressure to churn out campaign after campaign. Today, in the relationship era of marketing, marketers are realizing that they can in fact orchestrate relevant and targeted experiences at scale across multiple channels, and that this more sophisticated approach can have the greatest long-term impact on the success of their programs.”