Behaving like a rock star<br />Presented by Alan Parker<br />Head of Digital, GolinHarris<br />March 15, 2011<br />
2<br />The rebel with a cause…. <br />…that has become the storyteller of the 21st century <br />
3<br />we take clients from one-way mediums to conversation, engagement…..relationships<br />
4<br />they need to attract and engage with an audience of thousands, millions. <br />…attracting and engaging with an aud...
5<br />Today, they need to be interesting, entertaining, loveable…..<br />
6<br />So, as we create this new “beings” for brands….<br />…are we in fact using social media to make celebrities out of ...
7<br />The question is, how do we drive success? What type of celebrity do we want to be? <br />
How to behave like a (digital) rock star<br />“What turns me on about the digital age, what excited me personally, is that...
OK, but how?<br />Are you sitting comfortably?<br />Then let me begin….<br />
10<br />Objectives, objectives….objectives <br />It’s a kind of magic? <br />More like One vision<br />
11<br />Ernst & Young Australia <br />Make graduates and undergraduates want to come and work for us<br />
12<br />St John ambulance  <br />Make more people learn first aid….save more lives <br />
13<br />Clear objectives<br />Defined rationale<br />Precise communication imperatives <br />Rock star behaviour<br />
14<br />Storytelling<br />One hit wonder, one-dimensional act?<br />Innovative and engaging storyteller…<br />
15<br />Toblerone<br />Excite the influentials….get the evangelists talking, get the socials sharing<br />
16<br />Don’t run a campaign, tell a story<br />Engage and excite ALL or your audience<br />Understand their needs and wan...
17<br />Be real, be relevant <br />
18<br />Magnum  <br />A day without pleasure is a day lost<br />
19<br />Be yourself<br />Remember why you’re great<br />Remember who put you where you are <br />Rock star behaviour<br />
Conversations and relationships…<br />when the sale comes first and the truth comes second…<br />… when the truth comes fi...
21<br />Orange Twitfix<br />Share our love of movies with our audience<br />
22<br />Tullamore Dew<br />Celebrate St Patrick’s day<br />
23<br />Growing your community<br />You can’t be a rock star…… unless you’ve got a bunch of hits<br />
24<br />Klondike bar<br />Make fun of the consumer <br />
25<br />Success is understanding your audience <br />Build upon your previous “hits” – what was hot, what wasn’t?<br />Giv...
26<br />Crisis and issues <br />Dealing with the epic fail….. and the “S” word <br />
27<br />Terry’s of York<br />
28<br />CSR and social<br />CSR isn’t just a box tick, a day in a field planting trees..<br />it’s pervasive and your audi...
29<br />Starbucks – Aids awareness <br />
30<br />Get involved in something relevant<br />Dedicate real resources – time, budget…<br />Expect nothing in return <br ...
31<br />Innovate <br />Go a bit GaGa every now and then…<br />Push the boundaries of the tech…<br />
32<br />Eye writer <br />
33<br />User generated reality <br />The single biggest driver of viral activity is human behaviour<br />
34<br />Be bold, be a bit crazy<br />Scare yourself…and your team<br />Be brave<br />Rock star behaviour<br />
“As a rock star, I have two instincts, I want to have fun and I want to change the world. I have a chance to do both”<br />
Rock star behaviour<br />
37<br />As a rock star, I have two instincts, I want to have fun, and I want to change the world. I have a chance to do<br...
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Behaving like a rock star by Alan Parker at Orange Meetup

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Behaving like a rock star by Alan Parker

  1. 1. Behaving like a rock star<br />Presented by Alan Parker<br />Head of Digital, GolinHarris<br />March 15, 2011<br />
  2. 2. 2<br />The rebel with a cause…. <br />…that has become the storyteller of the 21st century <br />
  3. 3. 3<br />we take clients from one-way mediums to conversation, engagement…..relationships<br />
  4. 4. 4<br />they need to attract and engage with an audience of thousands, millions. <br />…attracting and engaging with an audience of thousands, millions. <br />
  5. 5. 5<br />Today, they need to be interesting, entertaining, loveable…..<br />
  6. 6. 6<br />So, as we create this new “beings” for brands….<br />…are we in fact using social media to make celebrities out of our brands? <br />
  7. 7. 7<br />The question is, how do we drive success? What type of celebrity do we want to be? <br />
  8. 8. How to behave like a (digital) rock star<br />“What turns me on about the digital age, what excited me personally, is that you have closed the gap between dreaming and doing”<br />
  9. 9. OK, but how?<br />Are you sitting comfortably?<br />Then let me begin….<br />
  10. 10. 10<br />Objectives, objectives….objectives <br />It’s a kind of magic? <br />More like One vision<br />
  11. 11. 11<br />Ernst & Young Australia <br />Make graduates and undergraduates want to come and work for us<br />
  12. 12. 12<br />St John ambulance <br />Make more people learn first aid….save more lives <br />
  13. 13. 13<br />Clear objectives<br />Defined rationale<br />Precise communication imperatives <br />Rock star behaviour<br />
  14. 14. 14<br />Storytelling<br />One hit wonder, one-dimensional act?<br />Innovative and engaging storyteller…<br />
  15. 15. 15<br />Toblerone<br />Excite the influentials….get the evangelists talking, get the socials sharing<br />
  16. 16. 16<br />Don’t run a campaign, tell a story<br />Engage and excite ALL or your audience<br />Understand their needs and wants <br />Rock star behaviour<br />
  17. 17. 17<br />Be real, be relevant <br />
  18. 18. 18<br />Magnum <br />A day without pleasure is a day lost<br />
  19. 19. 19<br />Be yourself<br />Remember why you’re great<br />Remember who put you where you are <br />Rock star behaviour<br />
  20. 20. Conversations and relationships…<br />when the sale comes first and the truth comes second…<br />… when the truth comes first and the sale comes second<br />
  21. 21. 21<br />Orange Twitfix<br />Share our love of movies with our audience<br />
  22. 22. 22<br />Tullamore Dew<br />Celebrate St Patrick’s day<br />
  23. 23. 23<br />Growing your community<br />You can’t be a rock star…… unless you’ve got a bunch of hits<br />
  24. 24. 24<br />Klondike bar<br />Make fun of the consumer <br />
  25. 25. 25<br />Success is understanding your audience <br />Build upon your previous “hits” – what was hot, what wasn’t?<br />Give them what they want<br />Rock star behaviour<br />
  26. 26. 26<br />Crisis and issues <br />Dealing with the epic fail….. and the “S” word <br />
  27. 27. 27<br />Terry’s of York<br />
  28. 28. 28<br />CSR and social<br />CSR isn’t just a box tick, a day in a field planting trees..<br />it’s pervasive and your audience expects to see you doing this within social media…<br />
  29. 29. 29<br />Starbucks – Aids awareness <br />
  30. 30. 30<br />Get involved in something relevant<br />Dedicate real resources – time, budget…<br />Expect nothing in return <br />Rock star behaviour<br />
  31. 31. 31<br />Innovate <br />Go a bit GaGa every now and then…<br />Push the boundaries of the tech…<br />
  32. 32. 32<br />Eye writer <br />
  33. 33. 33<br />User generated reality <br />The single biggest driver of viral activity is human behaviour<br />
  34. 34. 34<br />Be bold, be a bit crazy<br />Scare yourself…and your team<br />Be brave<br />Rock star behaviour<br />
  35. 35. “As a rock star, I have two instincts, I want to have fun and I want to change the world. I have a chance to do both”<br />
  36. 36. Rock star behaviour<br />
  37. 37. 37<br />As a rock star, I have two instincts, I want to have fun, and I want to change the world. I have a chance to do<br />Cheers<br />@digiwedo<br />
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