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

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Presentation: Creating the right mix – Ideation in the digital age!
Speaker: Richard McBeath, Regional Director, Digital, Proximity

Published in: Marketing, Technology, Business
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“Creating the right mix – Ideation in the digital age!” by Richard McBeath, Proximity

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

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