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Future of Broadcast Presentation _ leo ryan

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The sldies fpmr a presentation I gave at the Fiuture of Broadcast conference in London in June 2012

The sldies fpmr a presentation I gave at the Fiuture of Broadcast conference in London in June 2012

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  • 1. Is the future ofadvertising social?
  • 2. Leo RyanGroup Head of Social@OgilyLondonLeo  Ryan  started  in  his  role  as  Group  Head  of  Social  in   In  2006  he  co-­‐founded  RMM  London,  a  digital  planning  January  of  2011.  Prior  to  that  he  had  worked  in  Ogilvy   consultancy  notable  for  clients  including  Sony  CE  Europe,  Public  RelaCons,  London,  as    Strategy  Director  of  the  360°   Discovery  Channel  EAME,  Buckingham  Palace,  Baileys  and  Digital  Influence  social  media  pracCce.   Johnnie  Walker.  Leo  is  a  senior  digital  communicaCons  planner  and  social   Previously  he  was  business  director  at  Tonic  Design,  media  expert  with  extensive  leadership  and  management   business  development  director  at  Lateral.net,  and  account  experience.  He  has  worked  exclusively  in  digital   director  at  Haymarket  Publishing  as  part  of  the  Motor  communicaCons  since  1996  in  New  York,  Sydney  and   Sports  Division.  His  early  industry  years  were  honed  in  London  and  has  held  director  level  roles  on  both  agency   New  York  and  Sydney.  and  client  side,  encompassing  commercial,  management   An  industry  thought  leader,  Ryan  has  been  engaged  by  and  planning  roles.   Online  MarkeCng  Show,  Internet  World,  IMM09  Media  His  industry  benchmark  sePng  digital  planning  for  the   Conference,  Contagious  Media  and  AdMap,  among  many  Sony  BRAVIA  Balls  campaign  in  2005  won  him  Best  Launch   others.    Campaign  and  Best  Consumer  Goods  Campaign  at  the   Leo  is  non-­‐execuCve  director  of  NaConal  Gallery  Company,  M&M  Awards  in  2006.   the  commercial  arm  of  the  NaConal  Gallery.  He  is  also  a     founding  member  of  the  IAB’s  Social  Media  Council.     He  holds  a  Bachelor  of  the  Arts  and  Bachelor  of   Architecture  (Hons)  from  the  University  of  Queensland,   Brisbane,  Australia.   2  
  • 3. 3 3
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  • 5. “Is the future ofadvertising social?” 5
  • 6. “Is the future ofadvertising social?”"Is the future of paidmedia earnedmedia?" 6 6
  • 7. “Is the future ofadvertising social?”“Is white the newblack?” 7 7
  • 8. social media =participatory media;things the audiencetake part in. 8 8
  • 9. And paid media =advertising;things put in front ofa user, not selectedby her 9 9
  • 10. “The future is alreadyhere… http://phatandy.deviantart.com/art/Neuromancer-Chiba-213120643 10
  • 11. “The future is alreadyhere…It’s just not evenlydistributed.” William Gibson. http://phatandy.deviantart.com/art/Neuromancer-Chiba-213120643 11
  • 12. 1,000,000 12 12
  • 13. 1,000,000 13 13
  • 14. 1,000,000160,000 14 14
  • 15. 15 15
  • 16. http://www.facebook.com/business/fmc/guides/reach 16 16
  • 17. Earned: Virality (Fan Paid: sharing) Advertising Owned: Editorial content (Fan views)Reach Generator 17 17
  • 18. “The future ofadvertising media issocial,uniquely addressable,on demand,participatory and notready for IPO” 18
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  • 32. UGC Video 32
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  • 40. BBC.CO.UK BRAVIA-ADVERT.COM 02/11 BRAVIA-ADVERT.COM 29/11 40
  • 41. Extended edit posted to site / UK&FR TV Campaign breaks UK Outdoor ITV ad breaks 41
  • 42. Make it amazingAllow participationLet it evolve 42
  • 43. Linkedin 2003 - 2010http://www.freshnetworks.com/blog/2010/12/freshnetworks-social-media-influencers-2010-report-download/ 43
  • 44. Facebook 2004 - 2010 http://static.seekingalpha.com/ 44
  • 45. Twitter 2003 - 2010 Silicon Alley Insider 45
  • 46. Google + 2010 (16 days) 46
  • 47. http://benedictgal-lexorandilexcredendi.blogspot.co.uk/2011/04/fulfillment-of-very-good.html 47
  • 48. 48