Now, Next, Why | Gual Barwell, Contagious | iStrategy Sydney 2010

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The Now, Next and Why of Social Media by Gual Barwell of Contagious during iStrategy Sydney 2010.

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Now, Next, Why | Gual Barwell, Contagious | iStrategy Sydney 2010

  1. 1. NOW / NEXT / WHY /
  2. 2. Douglas Adams / How to Stop Worrying and Learn to Love the Internet “Anything invented before you were 18 has been there forever. Anything that turns up before you're 30 is new and exciting. Anything after that is a threat to the world and must be destroyed.” / CONTAGIOUS / Social Media /
  3. 3. CONTAGIOUS / Social Media / ‘The world spends 110 billion minutes a day on social networks and blogs. This is 22% of all time spent online… HOWEVER! Marketers this year are expected to spend about $1.7 billion on social networks—just 6.7% of the total $25.1 billion market for online advertising.’ Source: Nielsen & eMarketer
  4. 4. The networks are your friends… CONTAGIOUS / Social Media /
  5. 5. Show vs. Tell CONTAGIOUS / Social Media /
  6. 6. From Sustained Presence... CONTAGIOUS / Social Media /
  7. 7. ….to spikes of interest… CONTAGIOUS / Social Media /
  8. 8. …to Product Development. CONTAGIOUS / Social Media /
  9. 9. 1. RedBalloon Conversation
  10. 10. Useful / Relevant / Entertaining CONTAGIOUS / Social Media /
  11. 11. CONTAGIOUS / Social Media / The emotional power of response. ‘Sometimes you stare into the abyss, and the abyss stares back.’ – Nietszche
  12. 12. A cry in the dark… CONTAGIOUS / Social Media /
  13. 13. …and the power of response CONTAGIOUS / Social Media /
  14. 14. What Worked – Content & Tone
  15. 15. Social Media – Online Content
  16. 16. Social Media Facebook • Personal. • Regular updates. • Communicate with users. • Builds community • Push back to websites and on-air.
  17. 17. Social Media Twitter • Intimate – owned by talent • One to one relationship with audience • Update images directly from their phone • 24/7 contact with talent • Genuine conversations with stars • Greater opportunity for viral seeding
  18. 18. Media Value
  19. 19. 2. It’s up to them
  20. 20. CONTAGIOUS / Social Media / It hurts…but prioritise engagement over reach.
  21. 21. ‘When it comes to social media communities, size isn’t everything – I’d rather have 100 highly engaged fans on a Facebook page who actually share and discuss content than 1,000,000 fans who aren’t active at all.’ Graeme Boyd Consultant Community Manager / XBOX EMEA CONTAGIOUS / Social Media /
  22. 22. Jetstar / Whats Your Story CONTAGIOUS / Social Media /
  23. 23. Jetstar / Whats Your Story CONTAGIOUS / Social Media /
  24. 24. Jetstar / Whats Your Story CONTAGIOUS / Social Media /
  25. 25. 3. Know what you stand for
  26. 26. CONTAGIOUS / Social Media / Start with an insight, not a media plan.
  27. 27. Gatorade / No Small Games CONTAGIOUS / Social Media /
  28. 28. Gatorade / Social Media War Room CONTAGIOUS / Social Media /
  29. 29. Gatorade / Replay CONTAGIOUS / Social Media / QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
  30. 30. 4. The real world
  31. 31. CONTAGIOUS / Social Media / Be prolific rather than precious.
  32. 32. QuickTime™ and a decompressor are needed to see this picture. CONTAGIOUS / Social Media / Earth Hour
  33. 33. CONTAGIOUS / Social Media / EH Organisers From inspired individuals Five Students organize Earth Hour in Casablanca, Morocco for the first time and run an event in North Africa’s largest IT park and get the mayor of Casablanca to commit to Earth Hour. They found us and established first contact on Twitter.
  34. 34. CONTAGIOUS / Social Media / EH Organisers To creative celebrities The climate-car in Italy driven by two celebrity DJ’s was a mobile voting booth which collected votes for Copenhagen in 2009. This was an example of an offline element of the campaign
  35. 35. CONTAGIOUS / Social Media / EH Organisers To the largest event organisers The Egypt skyline showing The Sphinx and The Pyramids are seen before and after the lights are switched off for Earth Hour on March 27, 2010 in Cairo, Egypt. © Jason Larkin
  36. 36. CONTAGIOUS / Social Media / EH Organisers
  37. 37. CONTAGIOUS / Social Media / Number 1 Trending topic on Twitter (27/3) 2.2 % of all tweets EH-related (27/3) Supported by super users Kylie Minogue, Coldplay, Ashton Kutcher and more In one 60-min period EH had over 3.36 million impressions
  38. 38. CONTAGIOUS / Social Media / Number of people who interacted with EH via social media 16.7 Million Over half a million YouTube views of EH2010 DVD 1,965 photos of EH uploaded to Flickr 1.48 Million unique visitors from 205 countries (on the day of Earth Hour) EH a portal for 92 websites and blogs
  39. 39. CONTAGIOUS / Social Media / Thousands of user-generated media/activity Social Media / User Generated Media
  40. 40. CONTAGIOUS / Social Media / Pepsi / The Ultimate Challenger
  41. 41. Pepsi / Evolving Platform CONTAGIOUS / Social Media /
  42. 42. 5. Who knows where it will go
  43. 43. CONTAGIOUS / Social Media / Look at what it does, and only THEN use it.
  44. 44. CONTAGIOUS / Social Media / The Social Supply Chain / Hippo
  45. 45. QuickTime™ and a YUV420 codec decompressor are needed to see this picture. CONTAGIOUS / Social Media / The Social Supply Chain / Hippo
  46. 46. CONTAGIOUS / Social Media / Useful / Relevant / Entertaining
  47. 47. CONTAGIOUS / Social Media / Remember it’s for actual people
  48. 48. CONTAGIOUS / Social Media / Be brave! And make mistakes…
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