Презентация доклада Тома Кеннона, вицепрезидента по стратегии из нью-йоркского офиса Wunderman WPP

1. A Post Digital Manifesto
Moscow | RIF | 23apr10
Thom Kennon
1

2. A Marketing Fable
2

3. Once there was a powerful kingdom
called advertising.
It enjoyed a long and fruitful rule,
starting with painted signs, town
criers & sandwich boards and
growing up into …
3

4. catalogs, and radio sponsors & then
cosmetics parties, and soon skywriting &
big billboards & eventually made of
lights & of course news magazine print
ads & then …
4

5. 5

6. 6

7. Then television came to this
kingdom and with it lots of
televisions spots & the TVC was
born and matured …
7

8. 8

9. Finally there was born into this
kingdom millions & millions of
little lighted electronic things we
could click on & illuminated
digitised pages we could land on
too…
9

10. 10

11. Then, something changed...
11

12. It took the great thinkers who inhabited
this kingdom of advertising a few years to
describe & name & finally understand that
change but in the end – or the beginning –
most agreed it could be boiled down to one
very powerful and very important and a
sometimes very scary word…
12

13. 13

14. Who’s in charge
now?…
The post digital
consumer.
14

15. What does control
look like?...
The post digital
mashup.
15

16. My Feeds
My Feeds My iPod
My iPod
My Mobile apps
My Mobile apps
My Twitter lists
My Twitter lists
My Amazon
My Amazon
My iPad
My iPad My NetFlix
My NetFlix
My YouTube channel
My YouTube channel
My SERPS
My SERPS My Bookmarks
My Bookmarks
My Facebook page
My FriendFeed streams
My FriendFeed streams My Rhapsody playlists
My Rhapsody playlists
My TiVo My Hulu
My iTunes
My iTunes
My Google Reader
My Google Reader
My Flickr photos
16

17. How the mashup
works:
A famous Use
Case…
17

18. “A friend tweeted a link to a video
about some flash dance and I
searched it later & found it on
YouTube and added it to my
favorites and shared it with
EVERYBODY for weeks on
Facebook…”
18

19. http://www.youtube.com/watch?v=VQ3d3Ki
19
gPQM

20. 3 Founding Post
Digital Principals
20

21. # 1 Advertising is
dead
21

22. # 1 Advertising is
half dead
>
22

23. = Advertising
= Post digital
•Search
•Social
•Display
•TV
•OOH
•Social
•Mobile web
•email •SMS
•Mobile web
•CSR/Care
Customer •OOH
Lifecyle •Video
•SEM
•CSR/Care •Email
•Social •SMS
•Mobile web •Fixed web
23

24. #2 The mash-up is the
new interface
24

25. 25

26. #3 Engage-ability
is the new KPI
26

27. 27
>

28. A post digital
credo:
We believe…
28

29. 1. Consumers control the interface
2. Authenticity + bravery is our new brand promise
3. Our best customers are our best media
4. Listen first - always
5. A click that shares is as important as a click that buys
6. All media is potentially earned media
7. Unmeasured media is wasted breath
8. If we have to choose, we choose mobile.
9. Our brand is everywhere and so are we
10.To engineer true engagement we embrace the
mashup and are ready to lose significant control…
29

30. A post digital
handbook
30

31. Lesson 1 … Applied listening
Lesson 2 … Search + social
Lesson 3 … Mobile + social
Lesson 4 … Social media as DR
Lesson 5 … Post digital mashup
Lesson 6 … Social CRM
31

32. APPLIED LISTENING
32

33. Insights for creative briefs, audience targeting,
Insights for creative briefs, audience targeting,
touchpoint planning, messaging, offers, UGM
touchpoint planning, messaging, offers, UGM
33

34. SEARCH + SOCIAL
34

35. What’s all this I keep hearing about “ovi maps”?...
35

36. MOBILE + SOCIAL
36

37. What’s my next phone, peeps ; >
2. One friend
1. HeadOver suggests a
Heals is ‘free iPhone’…
comparing
phones &
seeking
advice…
“Htc G1 vs. the
Motorola Cliq Had
the G1 but not had
the Motorola Cliq.
Pros and cons of
Motorola cliq?”
“free iph0ne
www . e‐
castig.com“
37

38. One new customer + one old friend…
Hey @tophe, once again you're a star ;> ... and
Hey @tophe, once again you're a star ;> ... and
3. Looks like
@headover, glad you like the 5230.
@headover, glad you like the 5230.
she bought a
5230, and If you've already started playing with the
If you've already started playing with the
loves it… awesome mobile maps satnav, you might want
awesome mobile maps satnav, you might want
to enter the "Tell us your Ovi Maps Story"
4. Our friended to enter the "Tell us your Ovi Maps Story"
contest. You could win another smartphone for a
contest. You could win another smartphone for a
advocate
very best friend! ;>
very best friend! ;>
chimes in with
props and Here's the link http://bit.ly/ahydPy
Here's the link http://bit.ly/ahydPy
assistance. The Nokia US Guy (in addition to @tophe)
The Nokia US Guy (in addition to @tophe)
5. Our social CRM
channel manager
offers congrats &
drops a promo link
“well i ended up
getting the new
to the Map Contest
nokia 5230 aka “LMAO another
nuron ‐ absolutely Android user goes
love it.” to Symbian .
Need any cool
apps just hit me
up”
38

39. Social 1-2-1, in a many environment
The Social CRM
“Hey ... check it out: Tell your Ovi Maps story
“Hey ... check it out: Tell your Ovi Maps story ecosystem
and win a Nokia smartphone. Here's the YT
and win a Nokia smartphone. Here's the YT
video of the contest http://bit.ly/dfs9Mm When
video of the contest http://bit.ly/dfs9Mm When
you're done, tweet your stuff to @OvibyNokia”
you're done, tweet your stuff to @OvibyNokia”
39

40. SOCIAL MEDIA AS DR
40

41. Twitter + Blogs + YouTube = Targeted Traffic
41

42. POST DIGITAL
EVENTS
42

43. Total emerging mashup … and whiskey too
Your House of Walker
Experience is about to
begin.
Don’t forget to check in
via foursquare and tweet
about the event
#JohnnieWalkerTasting
43

44. Total emerging mashup … and whiskey too
44

45. SOCIAL CRM
45

46. Targeted listening drives focused Social ‘pre-
customer’ engagement program in the social wild
AM brand
Or
t
ga
en
T
nic
em
PL presen
LIF
g
ga
IF ce
UP
en
Y
d
se
rea
Inc
46

47. Social CRM specialists on duty onsite & in the
social wild --- 1-2-1 engagement with the many
Call
Live chat
Email
Mums posts on
• Careline pushes cadenced
forums, blogs e.g. Social CRM relevant messages timed to
Momypedia, advisors answer, pregnancy state
YahooAnswers, engage, recruit … • Mums can txt questions to
Facebook etc.
Careline, receive tips & advice
47

48. SPIRITED DEBATE, HEATED
INTERROGATION, VIOLENT
AGREEMENT &…
… COMMENCE POST
DIGITAL PLANNING.
48