Don Draper, John Hegarty, Vanessa Paradis, Flat Eric,John Cleese, Freddie Mercury, Mike, Leo Burnett, MarkZuckerberg, Nath...
We Are...In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.Specialist: 100% b...
Cue Draper / ‘Technology is a Glittering Lure’                                                 •   Mad Men                ...
My Advertising Man, 1982                              • John Hegarty                       buy!   • Co-Founder of Bartle, ...
There’s an App for That (...for Everything - The Lure)                                                                    ...
“Never stop thinking like your audience...”                                              6
Social Media, 2010, 2011, 2012• (Sir) Brian Solis, Engage, 2010• Houston, we have a problem...                            ...
It’s Not About the Science[On the introduction of TV advertising]The boffins had taken over - they couldbamboozle clients ...
What People Want9                      @RogerWarner / @ContentMotion
People ThinkingThe key to great marketing isnever to stop thinking likeyour audience... Understandingthe role your brand p...
“Ideas are everything...”                            11
Chanel, Levis (Flat Eric): WTF?               (Click)                                                                  12 ...
“Authenticity is, um, the Key” • Goal: be transparent, human, real, true • But people buy brands: diamonds, Audi, Levis, e...
Ideas, Ideas, Ideas Ideas and stories are everything, otherwise advertising is just information. The trick is to make adve...
Planning: “The opportunity has changed...”                                             15
Real Change The value of a great idea hasn’t changed, but the opportunity to exploit it has...                    Hegarty ...
Aim High, Start with Ideas                                                             17                             @Rog...
Meet Mike...                                               18               @RogerWarner / @ContentMotion
A Word from John Cleese...                             Integrated, international campaign:                             x14...
#BreakFree: Start with Ideas, Then User Experiences, Then ExecutionsTomTom App Integration Map and User Experience Flow   ...
Expressions: Beyond the Like
The Power of the Verb - Putting People in the Product       Shave       WANT        Wish        Vote       GIVE!       Smi...
Avoid Planning Like This...CurationCo-CreationAdprovisingCo-Co-Co-CurationLiquid ContentSpreadable MediaCo-Co-Co-Co-Co-Cre...
Respect this Man...                                                      24                      @RogerWarner / @ContentMo...
The Creative Plan...    Change the Brief. Create a mission.    Get inside people’s heads (and shoes).    Make people...   ...
?                     ve               e                   i                 at g!      buy!             cr i r i nThank Y...
Upcoming SlideShare
Loading in …5
×

Brands on Social Media and the Importance of Ideas

782 views
677 views

Published on

From Don Draper to Mark Zuckerberg. The power of ideas and hero making on Social Media.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
782
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brands on Social Media and the Importance of Ideas

  1. 1. Don Draper, John Hegarty, Vanessa Paradis, Flat Eric,John Cleese, Freddie Mercury, Mike, Leo Burnett, MarkZuckerberg, Nathan Barley, Sigmund Freud, A Lego GuyBrands on Social Media and the Importance of Ideas5th April 2012@RogerWarner - chair of DMA Social Media Council@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk
  2. 2. We Are...In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out.Focused: boutique, organised around one discipline: Social PR Engagement.Up for it: very.Good at it: see below... Average Monthly TomTom Brand Mentions Volume of TomTom Facebook Fans90,000 90,000 80,000 80,000 70,000 60,000 70,000 60,000 900%+ growth50,000 50,000 40,000 40,000 30,000 30,000 200%+ mentions20,000 10,000 20,000 10,000 - Q1 Q2 Q3 Q4 - 5m+ views, month #1 1 1 1 1 1 1 1 11 11 11 11 11 1 -1 r-1 -1 l-1 -1 -1 n- b- n- g- p- c- ar ay ct ov Ju Ap De Ja Ju Au Fe Se M O M N Mentions Fans 2 @RogerWarner / @ContentMotion
  3. 3. Cue Draper / ‘Technology is a Glittering Lure’ • Mad Men • 1960+ • Madison Avenue (get it?) • Not much happens • Characters... • Drink • Womanise • Drink (Click) • Smoke • Drink and smoke • What can we learn? 3 @RogerWarner / @ContentMotion
  4. 4. My Advertising Man, 1982 • John Hegarty buy! • Co-Founder of Bartle, Bogle, Hegarty • Author of Hegarty on Advertising • Pioneers of modern advertising (esp TV) • Founded 1982 • Levis, Audi, Lynx (Axe) 4 @RogerWarner / @ContentMotion
  5. 5. There’s an App for That (...for Everything - The Lure) 5 @RogerWarner / @ContentMotion
  6. 6. “Never stop thinking like your audience...” 6
  7. 7. Social Media, 2010, 2011, 2012• (Sir) Brian Solis, Engage, 2010• Houston, we have a problem... @RogerWarner / @ContentMotion 7
  8. 8. It’s Not About the Science[On the introduction of TV advertising]The boffins had taken over - they couldbamboozle clients with all the technical jargonof this mind boggling new media. In the landof the blind, the one-eyed producer proved tobe king. And these one-eyed men - and theywere all men - were the kings of advertising.Until, that is, someone said ‘we need an idea.‘And then the one eyed producers were foundto be somewhat wanting... Hegarty 8 @RogerWarner / @ContentMotion
  9. 9. What People Want9 @RogerWarner / @ContentMotion
  10. 10. People ThinkingThe key to great marketing isnever to stop thinking likeyour audience... Understandingthe role your brand plays inpeople’s lives and knowinghow to make it more relevantis crucial... Hegarty 10 @RogerWarner / @ContentMotion
  11. 11. “Ideas are everything...” 11
  12. 12. Chanel, Levis (Flat Eric): WTF? (Click) 12 @RogerWarner / @ContentMotion
  13. 13. “Authenticity is, um, the Key” • Goal: be transparent, human, real, true • But people buy brands: diamonds, Audi, Levis, etc • Facebook: “Hey guys, what did you do this weekend?” • Problem: lack of charisma is fatal / we can all play that game • Problem: what magic is there to aspire to? • What makes a brand in this environment? • Brands are different now. 24x7, always on, support as marketing, marketing as support. How do we turn that into magic? 13 @RogerWarner / @ContentMotion
  14. 14. Ideas, Ideas, Ideas Ideas and stories are everything, otherwise advertising is just information. The trick is to make advertising interesting and relevant... Ultimately, it’s just common sense and a desire to excite people... Hegarty 14 @RogerWarner / @ContentMotion
  15. 15. Planning: “The opportunity has changed...” 15
  16. 16. Real Change The value of a great idea hasn’t changed, but the opportunity to exploit it has... Hegarty 16 @RogerWarner / @ContentMotion
  17. 17. Aim High, Start with Ideas 17 @RogerWarner / @ContentMotion
  18. 18. Meet Mike... 18 @RogerWarner / @ContentMotion
  19. 19. A Word from John Cleese... Integrated, international campaign: x14 markets - C&M planned and executed 6 million + video views 200% increase positive sentiment 100%+ increase online coverage/mentions 19
  20. 20. #BreakFree: Start with Ideas, Then User Experiences, Then ExecutionsTomTom App Integration Map and User Experience Flow Non-live PND TomTom LiveKEY Owners PND owners Targets First time TomTom Nav Competitor Nav 2 device Nav 3 Device buyers 2 owner device owner owner owner Don’t try this alone! Engagement Facebook • Multi-team Blogs & Banner/ Live (local) Traditional Software In Store ads & Newsletter Radio Direct mail platforms News sites online ads engagement events press flashes • Multi-discipline Points of entry Booth TomTom Facebook Page TomTom Microsite Mobile phone QR Codes • Developer • Brand QR Landing Careoke Trade-in Break Free Trade-in HD traffic Break Free • PR iphone tab Tab info info Me App app Record User actions video Record Video player TRADE IN RENEW (no app) • Advertising embed SUB video Dev €50 off BUY Social • Retail View/ share elements share video capture Record capture Auto- • Product user video user info info populate: #BreakFree Log @TomTomContent hub Auto generated Personal Twitter user Break Free (backend) email with links shares YouTube Channel to users video/ creation and the • etc (all UG videos) BF FB page Personal Log #breakfree Facebook +@tomtom WIN hashtag use Incentives WIN (Grand Prize) (weekly) Personal Blog Social share video Email WIN (daily) 20 @RogerWarner / @ContentMotion
  21. 21. Expressions: Beyond the Like
  22. 22. The Power of the Verb - Putting People in the Product Shave WANT Wish Vote GIVE! Smile 22 @RogerWarner / @ContentMotion
  23. 23. Avoid Planning Like This...CurationCo-CreationAdprovisingCo-Co-Co-CurationLiquid ContentSpreadable MediaCo-Co-Co-Co-Co-CreationTransMediaStorytelling Unit 23 @RogerWarner / @ContentMotion
  24. 24. Respect this Man... 24 @RogerWarner / @ContentMotion
  25. 25. The Creative Plan... Change the Brief. Create a mission. Get inside people’s heads (and shoes). Make people... Entertainers Storytellers Sages Benefactors HEROES! Think: Personal kudos, social capital. Use big IDEAS. Draper meets The Zuck. Big ideas are not dead - we need GOOD IDEAS, wired for social. Plan accordingly. 25 @RogerWarner / @ContentMotion
  26. 26. ? ve e i at g! buy! cr i r i nThank You! h

×