internet
je sexy

M at M orrison

@me d iaczar

diaczar.com/blog
http ://me

Coming & Going
Listen & Respond
Integration

A little history...

A
I
D
A

Awareness
A
Interest
I
Desire
D
Action
A

25-34
!!!

How must we change?

Party!

Listen

Respond

Friends, Romans, countrymen, lend me your ears;

He says for Brutus’ sake
He finds himself beholding to us all

Our audience...
has an audience

How can we
exploit this?

Our audience
has filters

Listen

Respond

ipod nano flaw

Comcast

disgusting dominos employees

In videos posted to YouTube and
elsewhere this week, a Domino’s
employee ... prepared sandwiches
for delivery while putting cheese
up his nose, nasal mucus on the
sandwiches.
New York Times
April 16, 2009

Can one very bad week for
JetBlue Airways wipe out years of
industry-leading customer
satisfaction ratings?
New York Times
February 17, 2009

http://www.youtube.com/watch?v=-r_PIg7EAUw

Advertising &
Listen/Respond

Fallon: Sony Bravia “Balls” (October 2005)

“Ace of Balls” (October 2005)

Mine 2 Trailer (Jan 2006)

Swansea Tango (May 2006)

But what if we
can’t do this?

Where do digital channels fit?

Joined-up thinking

The Integration Triangle

“Real World”
Digital Traditional
Channels Media

350 people on your campaign
website is an abject failure...

But 350 people in a train
station is a STORY

“Real World”
Digital Traditional
Channels Media

SIMPLE RULE
Move audience from one
corner to another

“Real World”
Promote
Digital Traditional
Channels Media

“Real World”
uit
cr
Re
Digital Traditional
Channels Media

“Real World”
Co
nte
Digital nt Traditional
Channels Media

“Real World”
ive
Arch
Digital Traditional
Channels Media

“Real World”
Content
Digital Traditional
Channels Media

“Real World”
plus :60 TVC
2 weeks
Digital Traditional
Channels Media

“Real World”
:60 TVC
Radio
Cross-track/Outdoor
£2.6m
Digital Traditional
Channels Media

“Real World”
uit
cr
Re
Digital Traditional
Channels Media

“Real World”
Co
nte
Digital nt Traditional
Channels Media

“Real World”
ive
Arch
Digital Traditional
Channels Media

best job in the world

“Real World”
classified ads &
media releases
Digital Traditional
Channels Media

36,648 videos submitted

“Real World”
uit
cr
Re
Digital Traditional
Channels Media

16 shortlisted for “reality show”

“Real World”
Co
BBC Documentary
nte
Digital nt Traditional
Channels Media

1 caretaker
chosen

“Real World”
nt
nte
Co
Digital Traditional
Channels Media

What do all these have in
common?

“Real World”
Digital Traditional
Channels Media

People not channels
Listen & Respond
Integrate