1103 - social media

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Presentation given with Red Robin PR providing a perspective on social media from both agencies standpoint

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1103 - social media

  1. 1. Standing out from the crowdRobin Dhara – founder, RedRobinGed Carroll - director digital, Ruder Finn
  2. 2. hello
  3. 3. During this presentation•  Ireland•  First principles•  Finding an audience•  Rewarding an audience•  Engaging an audience•  Case studies –  Relentless –  Sonim
  4. 4. Ireland…
  5. 5. Portumna
  6. 6. Mad Men Intent drivenContent drivenControlled message Open conversationAdvertising Push Messaging driven by age gender race income geography
  7. 7. 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
  8. 8. 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
  9. 9. Understand the intent
  10. 10. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. No longer about message broadcast,but dialogue and intent interception
  15. 15. What do we need to know•  How do we fit into our audience’s lives?
  16. 16. What do we need to know•  How do we fit into our audience’s lives?•  Where will they go to find us?
  17. 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
  18. 18. 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?
  19. 19. Insight
  20. 20. Social technographics profiling tool
  21. 21. Google Adplanner
  22. 22. SocialMention
  23. 23. 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
  24. 24. 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
  25. 25. One more word about measurement
  26. 26. Holistic
  27. 27. The currency of kudosWhuffie
  28. 28. Being amazing Being niceBeing humanBeing useful
  29. 29. Corralling an audience
  30. 30. Right audience
  31. 31. Ask them about themselves
  32. 32. 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.”
  33. 33. Video AudioText / pictures
  34. 34. 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
  35. 35. If you build it, will they come?Probably not.
  36. 36. A bedroom in Tooting
  37. 37. pushmepullyou
  38. 38. Rewarding an audience
  39. 39. Lives of the Artists
  40. 40. Surround sound
  41. 41. Where are things going?
  42. 42. Read:WilliamGibson,DouglasCoupland &Cory Doctorow
  43. 43. The web of noweb
  44. 44. QR Codes
  45. 45. Real world reactionsVimeo Festival + Awards
  46. 46. Brainwave Technology
  47. 47. Web as a platform
  48. 48. Mashupshttp://youarelistening.to/montreal
  49. 49. Helping customers to help themselves
  50. 50. Helping customers sell themselves
  51. 51. 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
  52. 52. To app, or not to app, that is thequestion?
  53. 53. Games With a Purposehttp://espgame.org
  54. 54. 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
  55. 55. 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
  56. 56. People matter, objects don’tthat’s all you need to know about socialmedia – Hugh MacLeod
  57. 57. 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
  58. 58. 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
  59. 59. Available for download:renaissancechambara.jp
  60. 60. Thank you for listening
  61. 61. 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?
  62. 62. 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/

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