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Audiences - Build or buy?

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Presented at Social Media Landscape 2013 briefing. …

Presented at Social Media Landscape 2013 briefing.
Cape Town

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  • 1. BUY OR BUILD? Scott Gray | @thescott Content Director @ Quirk AUDIENCES
  • 2. THIS MEDIA IS INTERRUPTIVE AND WILL HAPPEN WHETHER YOU LIKE IT OR NOT. THE AUDIENCE DOESN’T GET TO CHOOSE. [If you have a PVR you can skip it, but it's still there.] The traditional advertising stack 4. BUY ALL THE MEDIA! 3. TEST AD ON FOCUS GROUP 2. CREATE ADVERT 1. UNDERSTAND THE AUDIENCE
  • 3. "Digital is a participatory layer of all media that allows users to self-select their own experiences." @Bud_Caddell SVP, Invention Director at Deutsch LA
  • 4. A NEW PARADIGM BUILDING YOUR OWN AUDIENCE
  • 5. “The biggest audience Nike had on any given day was when 200 million tuned into the Super Bowl. Now, across all its sites and social media communities, it can hit that figure any day.” “Nike's new marketing mojo.” Fortune Management, CNN. bit.ly/nike-digital
  • 6. THE MOST IMPORTANT THING TO UNDERSTaND WHAT GOT US HERE WON’T GET US THERE
  • 7. 6THINGSin no particular order (sort of)
  • 8. 15s = 30s Reboot your traditional mindset. #1
  • 9. START with the end. #2 THE CLASSIC TVC CONSTRUCT: 1.  Set the scene 2.  Build anticipation 3.  Reveal the punchline 4.  Talk about the product 0 5 10 30 Classic TVC WEB VIDEO ATTENTIONSPAN Time (seconds) * Not scientific
  • 10. 0 5 10 30 ATTENTIONSPAN Time (seconds) START with the end. #2 THE CLASSIC TVC CONSTRUCT: 1.  Set the scene 2.  Build anticipation 3.  Reveal the punchline 4.  Talk about the product •  “Skip ad” •  Scroll further down stream •  Tired of waiting to load * Not scientific
  • 11. Get the basics right: 1.  Optimisation of content and channel. "Summer TVC" is not a USEFUL title. 2.  KEEP IT TIDY. Your social channels are not dumping grounds! #3
  • 12. Have a clear sense of purpose that people can buy into. #4Start with why Brand Purpose Google “To organize the world's information and make it universally accessible and useful.” Nike To bring inspiration and innovation to every athlete* in the world. *"If you have a body, you are an athlete. Apple Think different [See: bit.ly/strtwthwhy]
  • 13. People are YOUR media channels. #5 Design for sharing by being relevant.(you can’t buy earned media)
  • 14. BE BRAVE #6 AVERAGE IS NOT A GOOD LONG TERM STRATEGY
  • 15. "Nobody said it would be easy" Sheryl Crow. THANKS! twitter.com/thescott

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