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Presented I pulled together with Robin Dhara for ECCA at University of Arts, London - London College of Communications.

Presented I pulled together with Robin Dhara for ECCA at University of Arts, London - London College of Communications.

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1103 socialmedia Presentation Transcript

  • 1. Standing out from the crowdRobin Dhara – founder, RedRobinGed Carroll - director digital, Ruder Finn
  • 2. hello
  • 3. Ireland…
  • 4. Portumna
  • 5. Mad Men Intent drivenContent drivenControlled message Open conversationAdvertising Push Messaging driven by age gender race income geography
  • 6. Publicists and spin doctors Intent drivenContent drivenControlled message Open conversationAdvertising Public Relations Content-driven Push Messaging via intermediary driven by age news gender trends race information income education geography entertainment
  • 7. Social | digital Intent drivenContent drivenControlled message Open conversationAdvertising Public Relations Social Media Content-driven User query Push Messaging via intermediary driven by driven by age news need gender trends desire race information passion income education whim geography entertainment curiosity
  • 8. Understand the intent
  • 9. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others
  • 10. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
  • 11. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Destination Filtered through: User chooses destination based on: - Trusted web - Content - Google | Bing-Yahoo! | Naver | - Credibility Baidu - Trust - Vertical search - Site search
  • 12. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Interaction Filtered through:  - With other users - Trusted web - Google | Bing-Yahoo! | Naver | - Brands Baidu - Organisations - Vertical search - Site search Destination User chooses destination based on: - Content - Credibility - Trust
  • 13. No longer about message broadcast,but dialogue and intent interception
  • 14. What do we need to know•  How do we fit into our audience’s lives?
  • 15. What do we need to know•  How do we fit into our audience’s lives?•  Where will they go to find us?
  • 16. What do we need to know•  How do we fit into our audience’s lives?•  Where will they go to find us?•  How do we set our stall out so that they’ll be interested
  • 17. What do we need to know•  How do we fit into our audience’s lives?•  Where will they go to find us?•  How do we set our stall out so that they’ll be interested•  How do we get our hands on their money?
  • 18. Insight
  • 19. Social technographics profiling tool
  • 20. Google Adplanner
  • 21. SocialMention
  • 22. Channels (or where can I be useful?)•  Image library •  Search•  Archives •  Social bookmarks•  Location details •  RSS feeds•  Advice •  Flickr•  Research •  Video•  Local or expert knowledge •  Blogs•  Entertainment •  Social networks •  Q&A sites •  Twitter •  Google Maps •  Where 2.0
  • 23. What does success look like?•  Benchmark Lay of the land, set campaign goals•  Ongoing Optimise campaign, measurement spot opportunities•  RoE (return-on- Flaunt our engagement) awesomeness
  • 24. One more word about measurement
  • 25. Holistic
  • 26. The currency of kudosWhuffie
  • 27. Being amazing Being niceBeing humanBeing useful
  • 28. Corralling an audience
  • 29. Right audience
  • 30. Ask them about themselves
  • 31. Help them help themselves free “I wasn’t expecting such a culture shock vouchers inside on e Issue2 0 1 1 Feb everything is completely different. I don’t even know which toothpaste to go for.” se Happy Chine “It took me a while to get my New Year Team head around buying things over from the GB the internet and making the payment on line was completely new to me. It’s something that is just taking off in China.”
  • 32. Video AudioText / pictures
  • 33. Brand promise | touch point servicelevel agreementContent immersion opportunity cost is atrade off for a superior user experience. Non-delivery is a negative brandmark Video Audio Text / pictures
  • 34. If you build it, will they come?Probably not.
  • 35. A bedroom in Tooting
  • 36. pushmepullyou
  • 37. Rewarding an audience
  • 38. Lives of the Artists
  • 39. Surround sound
  • 40. Where are things going?
  • 41. Read:WilliamGibson,DouglasCoupland &Cory Doctorow
  • 42. The web of noweb
  • 43. QR Codes
  • 44. Real world reactionsVimeo Festival + Awards
  • 45. Brainwave Technology
  • 46. Web as a platform
  • 47. Mashupshttp://youarelistening.to/montreal
  • 48. Helping customers to help themselves
  • 49. Helping customers sell themselves
  • 50. Where 2.0•  Mashing up web •  Being able to reach the technology with customer at the right location information time, the right place –  Google Earth with the right –  Flickr maps information –  Foursquare | Gowalla | –  Advertising moves from Scvngr being selling to useful –  GroupOn information –  Requires balance –  Utility for customer –  Reward for their attention –  Privacy respected
  • 51. To app, or not to app, that is thequestion?
  • 52. Games With a Purposehttp://espgame.org
  • 53. Forces of disruption•  Culture / politics clash•  Getting the best law that money can buy: ACTA, The Digital Economy •  Impermanence Act•  Privacy •  Margins in the long tail•  Technology moves •  Most music masters won’t be faster than business remastered for online distribution models •  Badvocacy•  Media sector•  Medicine •  Fatigue•  Rapid development•  Web as a platform and OSS reduces development costs and times considerably•  Start-up on a credit card - Trumours
  • 54. Five ways to use this all to youradvantage•  Own your neighbourhood•  Scratch an itch•  Think about the stitching•  How can you reduce the buyer’s risk•  Get out from behind your Mac
  • 55. People matter, objects don’tthat’s all you need to know about socialmedia – Hugh MacLeod
  • 56. Never write an advertisement which youwouldn’t want your own family to read. Youwouldn’t tell lies to your own wife. Don’t tellthem to mine.Do as you would bedone by – David Ogilvy
  • 57. All of us who professionally use the massmedia are the shapers of society. We canvulgarise society. We can brutalise it.Or we can help lift itonto a higher level. – BillBernbach
  • 58. Available for download:renaissancechambara.jp
  • 59. Thank you for listening
  • 60. Contact us:Robin Dhara Ged Carroll@theredrobin @r_crobin@red-robin.co.uk gedarroll@mac.com |http://www.red-robin.co.uk gcarroll@ruderfinn.co.uk+447880807752 http://rfistudios.com http://ruderfinn.co.uk +447714123625 http://renaissancechambara.jpAny questions?
  • 61. LinksPlanning Tools Academic Research•  http://www.forrester.com/empowered/tools.html •  Meeyoung Cha – The million follower fallacy: http://•  http://www.google.com/adplanner an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf•  http://www.klout.com •  danah boyd’s publications: http://www.danah.org/papers/•  http://www.compete.com •  Fifteen-minutes of fame: The Dynamics of Information Access•  http://www.socialmention.com on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, BResearch information Racz, I Szakadat and A Barabasi (Notre Dame University):•  http://pewresearch.org/ http://www.nd.edu/~networks/•  http://pewinternet.org/ HumanDynamics_20Oct05/0505087.pdf•  http://www.ofcom.org.uk/cmr •  Digital Natives Programme by Berkman Center for Internet &•  http://royal.pingdom.com Society at Harvard Law School: http://www.digitalnative.org/Reading Professional Bodies•  http://www.out-law.com •  IPA: http://www.ipa.co.uk•  http://econsultancy.com/blog •  WOMMA: http://www.wommauk.org•  http://www.crowdsurfing.net/ •  IAB: http://www.iabuk.net•  http://www.wikinomics.com/blog/ Legal + Regulatory•  http://www.micropersuasion.com/ •  ASA: http://asa.org.uk/•  http://renaissancechambara.jp/ •  Consumer Protection from Unfair Trading Regulations 2008: http://www.legislation.gov.uk/uksi/2008/1277/pdfs/•  http://mashable.com/ uksi_20081277_en.pdf•  http://www.speedcommunications.com/blogs/wadds/