Breakfast Club - A New Era of Engagement

352 views

Published on

At Draftfcb London’s Breakfast Club event Phil Nunn, global communication architect for Draftfcb, and Matt Teeman, soon to be group commercial director for Metro Newspapers, co-presented “The New Era of Engagement.”

They outlined what we mean by consumer engagement; discussed the pitfalls of becoming a “brand publisher”; and looked to what marketers, media owners and agencies should do next to keep consumers interested.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
352
On SlideShare
0
From Embeds
0
Number of Embeds
44
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Breakfast Club - A New Era of Engagement

  1. 1. a new era ofengagement“There has been a “No longer is it goodbizarre mix of success enough to say that weand failure over the must engagepast months” audiences”Phil Matt
  2. 2. a new era ofengagement WARNING
  3. 3. PUSH pull
  4. 4. What an amazing summer… for some.
  5. 5. film
  6. 6. success failure
  7. 7. 4.7 Million social followers15 Million App downloads109 Million unique users431 Million visits4.73 Billion page views
  8. 8. 60%by mobile device
  9. 9. D CANCE ELLE LLEDCANC LED CEL CAN CAN CANC ELLED CEL LEDCANC ELLED
  10. 10. Glastonbury may only take placefor another "three or four years",according to Michael Eavis. He claimed that festivals are "on theway out" as music fans aregrowing bored of going to them.…there is afeeling thatpeople haveseen it allbefore
  11. 11. Unilever partners with News Corp and Viacom for digital content
  12. 12. PUSH pull
  13. 13. Example  from  2012  -­‐  2011  
  14. 14. not every brand can entertainor make a useful thing… spent $20 million to lose $450 million
  15. 15. 22
  16. 16. Jay-Z results o  1 Million Facebook fans o  Book #1 in charts for 10 weeks Bing results o  ?23
  17. 17. THE ENTERTAINER
  18. 18. Do you really want to? Image:  Magda  indigo  -­‐  h8p://500px.com/photo/2634434    
  19. 19. We can take lessons from Publishing.
  20. 20. A word about Matt
  21. 21. Do you really want to? Image:  Magda  indigo  -­‐  h8p://500px.com/photo/2634434    
  22. 22. a new paradigm shiftBy  Mahmud  Hasan  (Aka  Pixel  Lord)  Flickr.com  shown  for  illustraNon  only  
  23. 23. It doesn’t have to be reruns of dog-eared sitcoms.
  24. 24. A real challenge …finding a steady supply of qualitydigital content for a reasonable price Keith Weed, Unilever Chief Marketing Officer
  25. 25. Everyone is using social as areason not to spend money.We need to move away from thedemocratisation of creativity.
  26. 26. Reciprocated SymbioticRelationships
  27. 27. Beyond paid Image:  NYT  Facebook  page  h8p://goo.gl/LI3P5      
  28. 28. Barter has become acceptable Image:  Nick  Pandev  -­‐  h8p://500px.com/photo/4996332  
  29. 29. They have huge back catalogues of content Image:  Frank  D-­‐  h8p://500px.com/photo/3593864  
  30. 30. 24/7 content makers for the now … Image:  Washington  Post  Facebook  page-­‐  h8p://goo.gl/quV8r  
  31. 31. We need to work with media owners toharvest more content & deliver in newways
  32. 32. “Engaging customers todayrequires commitment from theentire company and a redefinedmarketing organization” McKinsey Quarterly. July 2012
  33. 33. LIQUID & LINKED“Comms need to be multifaceted andspreadable; they need to encourageimmersion and discovery.And, in a digital ecosystem, they also needto encourage engagement through socialmedia.” Jonathan Mildenhall, VP Coca-Cola
  34. 34. A benchmark: Coca-ColaStandard comms(TV, OOH, digital display, shopper) …………   70%Innovative activation ideas …………   20%Braver engagement ideas …………   10%
  35. 35. What’s yours?Standard comms(TV, OOH, digital display, shopper) …………  Innovative activation ideas …………  Braver engagement ideas …………  
  36. 36. By  victoriapeckham  Flickr.com  image  used  as  illustraNon  only  
  37. 37. We need to invest in the magicians Image:  h8p://goo.gl/BWPdo  
  38. 38. “Where parents and children can have fun together” $22.6bn per year Image:  MarNn  Royds-­‐h8p://500px.com/photo/946738  
  39. 39. A new future Image:  TwenNeth  Century  Fox  -­‐    h8p://goo.gl/GbAz5  
  40. 40. A new future Engagement Push & Pull communications Entertainer?Learning from the professionals The relationshipMedia Brand Agency The new eraContent Innovation Magic
  41. 41. Thank you

×