“Creating the right mix – Ideation in the digital age!” by Richard McBeath, Proximity

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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" …

This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Presentation: Creating the right mix – Ideation in the digital age!
Speaker: Richard McBeath, Regional Director, Digital, Proximity

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Transcript

  • 1. 25 minutes of Digital Richard McBeath
  • 2. Thoughts. Observations. Real brand activities. Real results.
  • 3. Globally relevant.
  • 4. The rise of the PLATFORM a home for content to support your core brand pillars
  • 5. PLATFORM Long-term engagement Relevant content Brand & consumer driven
  • 6. PLATFORM Long-term engagement Relevant content Brand & consumer driven Loyalty.
  • 7. Brand + Consumer Entertainment
  • 8. Brand + Consumer Fashion
  • 9. Brand + Consumer Action sports
  • 10. PLATFORM Own your brand segments/affiliation/pillars Fashion Music Entertainment etc
  • 11. PLATFORM Own your brand segments/affiliation/pillars Build on your real-estate
  • 12. PLATFORM Own your brand segments/affiliation/pillars Build on your real-estate Encourage user engagement
  • 13. PLATFORM Own your brand segments/affiliation/pillars Build on your real-estate Encourage user engagement Reward (with entertainment or incentives)
  • 14. PLATFORM You’ve got the platform and brand pillars. Now…
  • 15. CONTENT
  • 16. CONTENT is everything.
  • 17. PLATFORM CONTENT consumer 1 9 90
  • 18. PLATFORM CONTENT consumer CREATE 1% 9% 90 % SHARE PASSIVE
  • 19. PLATFORM CONTENT consumer CREATE CREATE CREATE 1 1 9 90 1
  • 20. PLATFORM CONTENT consumer 1% KPI’s
  • 21. PLATFORM CONTENT consumer
  • 22. PLATFORM CONTENT consumer
  • 23. PLATFORM CONTENT Brand
  • 24. DATA
  • 25. The power of DATA it is your audience
  • 26. $1bn $1bn April 2013 October 2013
  • 27. $1bn $1bn April 2013 October 2013 $0 revenue April 2013
  • 28. $0 revenue October 2013
  • 29. PLATFORM CONTENT DATA Catch it where you can!
  • 30. PLATFORM CONTENT DATA Catch it where you can! What’s of value to the consumer??
  • 31. PLATFORM CONTENT DATA Catch it where you can! Email is STILL one of the most valuable communication tools online for brand  consumer communication
  • 32. Segment Data
  • 33. PLATFORM CONTENT DATA Catch it where you can when mutually beneficial! There is real power in email Target communications and content accordingly
  • 34. PLATFORM CONTENT DATA Home for brand pillars Brand & Consumer led Engagement Understanding each of your users Traffic driver?
  • 35. INFLUENCERS
  • 36. Power to the INFLUENCERS a passionate individual with a voice that is heard & trusted by many (in social media)
  • 37. PLATFORM CONTENT DATA INFLUENCERS It’s brand advocacy – not advertising.
  • 38. PLATFORM CONTENT DATA INFLUENCERS It’s brand advocacy – not advertising. It’s identifying people who have an audience, interested in your brand and feeding them with the one thing they crave…their life blood…
  • 39. PLATFORM CONTENT DATA INFLUENCERS ..and having them (Influencers) generate discussions with their audience – about your brand.
  • 40. PLATFORM CONTENT DATA INFLUENCERS “Come to our fanpage – we’ve got something to tell you” ($$)
  • 41. PLATFORM CONTENT DATA INFLUENCERS “Come to our fanpage – we’ve got something to tell you” ($$) “Here’s something I know you’ll love”
  • 42. PLATFORM CONTENT Misconception. DATA INFLUENCERS
  • 43. PLATFORM Truth. CONTENT DATA INFLUENCERS
  • 44. PLATFORM CONTENT DATA INFLUENCERS $0 Media spend 5 days – 40k unique visitors
  • 45. PLATFORM CONTENT DATA INFLUENCERS
  • 46. PLATFORM CONTENT DATA INFLUENCERS Spread your word through the voice of established social Influencers Feed them content to generate and amplify discussions Understand the reach of Influencers to a highly targeted audience
  • 47. PLATFORM CONTENT DATA INFLUENCERS
  • 48. Thank you.