The New Digital Marketing Mix: Breathe Creativity

Methods For Breathing Creativity Into Your Campaigns To Hook The Digital-Savvy Consumer www.realfresh.tv Drive Innovation, Track Results

Why The Digital Trend
The Latest Viral Techniques
Measuring and Quantifying ROI
How Can It Be Applied To You?
www.realfresh.tv What We Will Cover:

www.realfresh.tv Once upon a time…

www.realfresh.tv There was only one way to market…

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www.realfresh.tv Along came broadband Internet...

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www.realfresh.tv And an incredible shift started to take place…

www.realfresh.tv Institutional Control Consumer Control

www.realfresh.tv The truth is…

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www.realfresh.tv The future will only magnify this trend.

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www.realfresh.tv The Lesson For Marketers?

www.realfresh.tv Go Beyond The Banner

www.realfresh.tv Multi-Platform Marketing

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www.realfresh.tv How many people visited a social network in January?

www.realfresh.tv 19.2 million (58% of active UK Internet population).

www.realfresh.tv Average visitor spent 2 hours 26 minutes

www.realfresh.tv Your most influential customers are online.

www.realfresh.tv First mover advantage

www.realfresh.tv Reach the “lost” 16-24 demographic

www.realfresh.tv It’s Still All About The Creative

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‘ How To’ Videos
Top 10-style Lists
Video Diaries
Competitions and Giveaways
www.realfresh.tv Viral Techniques For Ideas That Grab Attention And Engage Consumers Online

Why? People like to learn new things. www.realfresh.tv ‘ How To’ Videos

Examples:
How To Fold A T-Shirt
How To Shuffle Poker Chips
www.realfresh.tv ‘ How To’ Videos

Best Suited For: Viral Video Campaigns www.realfresh.tv ‘ How To’ Videos

www.realfresh.tv How To Fold A T-Shirt http://www.youtube.com/watch?v=b5AWQ5aBjgE

www.realfresh.tv How To Shuffle Poker Chips http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284

Top 10-style Lists
Video Diaries

Why? Easily digestible info resource. www.realfresh.tv Top 10-style Lists

Example: Top 10 Ways to Sleep Smarter and Better www.realfresh.tv Top 10-style Lists

Best Suited For: Blog Articles www.realfresh.tv Top 10-style Lists

www.realfresh.tv Top 10 Ways to Sleep Smarter and Better http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php

www.realfresh.tv Lifehacker, popular tech blog http://lifehacker.com/

Top 10-style Lists
Video Diaries

Why? Deeply engaging entertainment. www.realfresh.tv Video Diaries

Examples:
Lonelygirl15
Kate Modern
www.realfresh.tv Video Diaries

Best Suited For:
Branding using story-led creative
Video Podcasts (iTunes)
www.realfresh.tv Video Diaries

www.realfresh.tv LonelyGirl15 Video Diary http://www.youtube.com/lonelygirl15

Over 50 million views since launch and counting. www.realfresh.tv LonelyGirl15 Facts

Each show attracted 100s of viewer comments on YouTube. www.realfresh.tv LonelyGirl15 Facts

Neutrogena and Hershey’s signed on as sponsors. www.realfresh.tv LonelyGirl15 Facts

www.realfresh.tv Kate Modern Web Soap http://www.bebo.com/abstractheart

Web’s first ‘social’ soap opera www.realfresh.tv Kate Modern Facts

Sponsors: Microsoft, Orange, Procter & Gamble, Warner Music, Paramount. www.realfresh.tv Kate Modern Facts

Each paid: £250k to ‘appear’ within show www.realfresh.tv Kate Modern Facts

Total audience: 35m videos viewed over a 5 month period (1.5m per week). www.realfresh.tv Kate Modern Facts

Money well spent? www.realfresh.tv

Top 10-style Lists
Video Diaries

Why? Everyone loves a freebie. www.realfresh.tv Competitions and Giveaways

Examples: 5 Day Gadget Giveaway www.realfresh.tv Competitions and Giveaways

Best Suited For: User Generated Content Campaigns (can be video, images or text) www.realfresh.tv Competitions and Giveaways

www.realfresh.tv 5 Day Gadget Giveaway http://www.realfresh.tv/the-first-british-iphone-giveaway/

www.realfresh.tv That’s all well and good…

www.realfresh.tv But how do I effectively…

www.realfresh.tv integrate

www.realfresh.tv online marketing with offline marketing?

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First engage with consumers online www.realfresh.tv

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Then create an authentic extension of your offline brand. www.realfresh.tv

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“ The audience would rather be part of the campaign than be marketed to.” FeedCo. www.realfresh.tv

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www.realfresh.tv How?

www.realfresh.tv Social Media employed: Online Video Innovative Social Media Campaigns Levi’s Behind The Fashion

www.realfresh.tv Innovative Social Media Campaigns Levi’s YouTube Channel Social Media employed: Online Video

www.realfresh.tv Innovative Social Media Campaigns Real Fresh TV New Music Page Social Media employed: Online Video | Blog | iTunes Podcast

www.realfresh.tv Innovative Social Media Campaigns Aviva Ocean Racing Social Media employed: Online Video | Blog

www.realfresh.tv How Do I know It Is Working?

Use tools like Google Analytics Web-based website traffic monitor www.realfresh.tv Social Media: Inherently Measurable

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Monitor Comment and View Counts Easily track video views and comments www.realfresh.tv Social Media: Inherently Measurable

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Google Search ‘ Google’ key words before and after www.realfresh.tv Social Media: Inherently Measurable

Social Media/Buzz Monitoring Receive personalised reports about key words www.realfresh.tv Social Media: Inherently Measurable

Integrate Social Media early on into a campaign. www.realfresh.tv How Can It Be Applied To You?

www.realfresh.tv How Can It Be Applied To You?

First analyse your current marketing mix. www.realfresh.tv How Can It Be Applied To You?

Then work on the creative . www.realfresh.tv How Can It Be Applied To You?

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Finally, don’t go it alone… www.realfresh.tv How Can It Be Applied To You?

Call in the experts . www.realfresh.tv How Can It Be Applied To You?

www.realfresh.tv How Can It Be Applied To You?

www.realfresh.tv And Now It’s Time For…

www.realfresh.tv The Interactive Workshop

www.realfresh.tv Interactive Workshop Brief: Create a short digital campaign using one of the four viral techniques mentioned earlier.

Top 10-style Lists
Video Diaries

Digital/Online Interactive Masterclass Chi-chi Ekweozor Founder & Managing Director RealFresh.TV Ltd www.realfresh.tv [email_address]

www.realfresh.tv Credits and References Man and Laptop - http://www.southwestecommerce.com/images/manlaptop.jpg Top 6 Ideas for Incredible Viral Content – http://www.techipedia.com/2007/6-ideas-for-viral-content/ Digital Native - http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1 Lonleygirl15 - http://mashable.com/images/lonelygirl15.png Social Media - http://www.flickr.com/photos/somethinnew/384489940/ Speech Bubble - http://dailyreport.afa.org/AFA/Features/personnel/box0320096schwalier.htm iTunes Logo - http://canucks.nhl.com/team/app/?service=page&page=NHLPage&id=20749 Attention Level: http://www.instablogsimages.com/images/2007/10/04/rainfall-measuring-wellington-boot_6642.jpg

www.realfresh.tv Credits and References Top 10 Ways to Sleep Smarter and Better - http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php What Are We Doing - http://www.flickr.com/photos/deestea/198091208/ Kate Modern on Bebo – http://www.bebo.com/abstractheart Guardian on Kate Modern – http://www.guardian.co.uk/media/2008/jan/16/bebo.television Genie out of bottle – http://deutsch.istockphoto.com/file_closeup/?id=977005&refnum=605526 Paramount film plugs in Bebo’s Kate Modern - http://www.mad.co.uk/Main/Home/Articles/c1f55727cd9945ec8b280faca2da186a/Paramount-works-with-Bebo-to-get-film-plugs-into-Kate-Modern.html Social Media – http://www.dallaswebservices.com/images/blog_images/social-media.jpg http://www.popgadget.net/images/charlottetangye_footprint.jpg

www.realfresh.tv Credits and References Cat watching Cat – http://www.flickr.com/photos/cloudzilla/50257242/ Measuring Social Media – http://blogoscoped.com/archive/2008-03-21-n11.html http://www.jisclegal.ac.uk/search.htm Multi-Platform Marketing – http://gregverdino.typepad.com/greg_verdinos_blog/2007/09/yall-know-that-.html Contagious: http://www.levidepoches.fr/ Lighthouse: http://www.flickr.com/photos/mumbleyjoe/2043508173 Obay: http://www.flickr.com/photos/thebruce0/2280382961/ Digital Native: http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1 Open Up: http://www.dallaswebservices.com/images/blog_images/social-media.jpg

www.realfresh.tv Credits and References Online Video Examples Schweppes Ad: slow motion balloons ad http://www.youtube.com/watch?v=pRFfJJjLpqw Views: 132,624 How To Fold A T-Shirt (Japanese) http://www.youtube.com/watch?v=b5AWQ5aBjgE Views: 314,711 How To Fold A T-Shirt (English) http://www.videojug.com/film/how-to-fold-a-t-shirt-in-2-seconds-explained Views: 224,297 How To Shuffle Poker Chips http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284 Views: 76,600 Dove Evolution: http://www.youtube.com/watch?v=iYhCn0jf46U Views: 6,376,542 Ronaldinho: Touch of Gold http://www.youtube.com/watch?v=lsO6D1rwrKc Views: 21,723,156 Beauty is a product of PhotoShop http://www.youtube.com/watch?v=chd6FC6AAD8 Views: 1,701,937

The New Digital Marketing Mix: Breathe Creativity

by Chi-chi Ekweozor on Apr 05, 2008

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The New Digital Marketing Mix: Breathe Creativity — Presentation Transcript