1.
Hello!

2.
GE Money Bank
Copenhagen, Thursday May 22

3.
Agenda
• Intro
• Short Form Video
• Nordic Social Cases
• The Need for Authenticity
• Real Time Marketing
• Q&A

4.
4
Gus Murray
Nordic Director of Social
Media
@ideasoutloud
#UltraMarathoner
#Australian
#ImmigrationNinja
#HugosHuman
Me…

5.
6

6.
Social isn’t a 140 character
press release!

7.
It’s about engaging with
people.

8.
9

9.
STORIES IN SECONDS
MAKING STICKY

10.
11
http://www.youtube.com/watch?v=99md9haPyZM&lis
t=PL9R5RsXT0NMNhXQgC0fg_DoWGHHiCKkkv&fe
ature=share

11.
YOUR BRAND
VALUES &
OBJECTIVES
WHAT PEOPLE
GIVE A SHIT
ABOUT
USEFUL & DELIGHTFUL CONTENT
Find the sweet spot

12.
VIDEOS
BITE-SIZED

13.
VIDEOS
CAKE-SIZED

14.
6.5 seconds
On average consumers
only engage with brands for

15.
Two-thirds of the world’s
mobile data traffic
will be video by 2017

16.
Mobile apps are changing
the way content is created
and consumed.

17.
BARRIERS TO ENTRY ARE LOWER

18.
Plenty of avenues for
dissemination

19.
Opportunity to break
from traditional
processes

20.
PRINT
TRAILER (2:33 minutes)
TEASER (6 seconds)

21.
You amuse and
surprise me.
Entertain
You offer tools
that help me.
Help
You enlighten
and inform me.
Inform
You appreciate
me and my
contribution.
Recognize
You give me
value adding
benefits.
Reward
25
User need states:

22.
INFORM ME
Show a more human side and give
fans a backstage pass to your brand.
FINDING THE SWEET SPOT

23.
HELP ME
Demos, how-tos and tutorials
make life a little easier
FINDING THE SWEET SPOT

24.
RECOGNIZE ME
Respond to fans and
become part of the conversation
FINDING THE SWEET SPOT

25.
http://youtu.be/qK6n7LCS2fc

26.
REWARD ME
Engage their creative sides and reward them with
freebies, recognition and experiences
FINDING THE SWEET SPOT

27.
http://youtu.be/4d8ZDSyFS2g

28.
ENTERTAIN ME
Whether promoting a sale or product,
create content that entertains,
engages and inspires.
FINDING THE SWEET SPOT

29.
http://youtu.be/bsYSTPGDotY

30.
Nordic Social
It’s not B2B or B2C, it’s H2H.
Cases

31.
SHIFTING BRAND
PERCEPTION

32.
THE CHALLENGE

33.
THE STORY…

34.
45
http://youtu.be/2EQeBiZXcKo

35.
REPOSITIONING
VOLVO

36.
47

37.
48

38.
49
Brands are too focused on their own communities
Social Media Week Copenhagen – 20th February

39.
BE
Use social platforms to reinforce and express your
brand values and personality.
AUTHENTIC

40.
51
Jordan

41.
52
Jordan

42.
53
Jordan

43.
54
”Not really sure how to feel about it.
It’s something in the way you move.
Makes me feel like I can't live without you.
It takes me all the way.
I want you to stay.”

44.
55

45.
REAL TIME
LEVERAGING THE NOW.
MARKETING

46.
57
"Real-time marketing offers the potential
for massive reach and amazing
engagement without the capital cost
association of marketing campaigns,"

47.
Real-time marketing isn’t new.
It’s about recognizing an
opportunity and responding to
it.

48.
60
Today audiences are turning to multiple
channels for news and they’re receiving a
massive amount of information from each
one.

49.
61
1.600 per
minute
10 per
second
“We are
ok”
Peak volume of tweets with
the hashtag #hurricanesandy.
Number of pictures with the tag #sandy
uploaded to Instagram in peak hours.
The most shared term on
Facebook 31. October 2012.
#hurricanesandy

50.
62
Real-time marketing is not a new concept.
It’s about about recognizing an opportunity
and responding to it.

51.
63

52.
6 Trigger Types

53.
65
Planned
Reactive
Unplanned
#SMWDLBi
Proactive
Location
-Based
Predictive
Analytics
Brand
Event
Anticipated
Event
Brand/
Customer
Interaction
News/
Crisis/
Politics
@ideasoutloud

54.
#1 Breaking News
- Reactive & Unplanned

55.
67
Politics

56.
68
Cause

57.
69
#fail

58.
#2 Brand / Customer
Interaction

59.
71
Customer

60.
72

61.
73
BrandBrand on
Brand

62.
#3 Anticipated Events

63.
75
BrandSuper Bowl

64.
76
Super Bowl

65.
77
Emmy’s

66.
78
Oscars

67.
#4 Predictive Event

68.
80
Special

69.
81
Online-
Offline

70.
#5 Brand Events

71.
83
Small
Biz Sat

72.
84
EventXMAS

73.
#6 Location Based

74.
86
Charity

75.
Real Time Media
Buys

76.
Dark posting?

77.
89
A more effective delivery mechanism.

78.
90
Newsfeed
Fatigue

79.
91
Interest

80.
92
Weather

81.
93
Inventory

82.
94
Competitor
Ads

83.
95
Web
Traffic

84.
96
Foot
Traffic

85.
97
Engaged
last

86.
LOOK AT SOCIAL AS
A SERVICE
OPPORTUNITY.

87.
In closing

88.
The audience has
spoken…
…They want us to
give them the right
thing.

89.
Give people what
they want, when
they want it, in the
form they want it
in…

90.
…All we have to
do is give it to
them.

91.
Thank you