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Behaving like a rock star by Alan Parker


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Behaving like a rock star by Alan Parker at Orange Meetup

Behaving like a rock star by Alan Parker at Orange Meetup

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