Ross Kingsland/Future of Social/FOM

1. How Brand Marketers Can Take
Advantage Of The Changing TV
Landscape
Ross Kingsland Keynote Presentation
Managing Partner
Social Media Thunder

2. The Summer of Love…..ish

3. It was a very good year…..

5. UK TV Linear Broadcast Channels
1955

6. UK TV Linear Broadcast Channels
1955
1997
+20
more

7. UK TV Linear Broadcast Channels
2008
Source:
http://www.barb.co.uk

8. UK “TV” Available Platforms
2016

9. UK “TV” Available Platforms
2016

11. The Uncomfortable Truth
Definition of commodity
(plural) Commodities
“a good or service whose wide availability typically leads to
smaller profit margins and diminishes the importance of factors
(such as brand name) other than price”

12. The Uncomfortable Truth
Definition of commodity
(plural) Commodities
“a good or service whose wide availability typically leads to smaller profit margins
and diminishes the importance of factors (such as brand name) other than price”
Outgoing ITV chief Adam Crozier has forewarned investors to
expect further falls in revenue after the broadcaster posted a 9%
decline in net revenue to £393m over the first quarter. May
2017.

13. The Uncomfortable Truth
Definition of commodity
(plural) Commodities
“a good or service whose wide availability typically leads to smaller profit margins and diminishes
the importance of factors (such as brand name) other than price”
Outgoing ITV chief Adam Crozier has forewarned investors to expect further falls in revenue after
the broadcaster posted a 9% decline in net revenue to £393m over the first quarter.
ITV now expects ad revenues to collapse by up to 20% in June
principally due to the lack of any major football tournament this
summer.. (source:
http://www.thedrum.com/news/2017/05/10/gloomy-itv-predicts-ad-revenues-will-slide-up-20-june )

14. What Do TV Channels Want?
Sir Humphrey:
Minister, what is the job of
a Minister?

15. What Do TV Channels Want?
Sir Humphrey:
Minister, what is the job of
a Minister?
Minister:
Well, it’s to represent the constituents
who voted the Minister into Office. To
uphold the duties of that Office and to
vote with one’s conscious.

16. What Do TV Channels Want?
Sir Humphrey:
Minister, what is the job of
a Minister?
Minister:
Well, it’s to represent the constituents
who voted the Minister into Office. To
uphold the duties of that Office and to
vote with one’s conscious.Sir Humphrey:
No, no, no, no Minister. It
is to be re-elected.

17. TV Channels
Want
Sustainable
(or Growing)
Audiences

18. Strategic
Product
Placement
Partnerships
Leveraging
Emotion
Adventure
Excitement
Lifestyle
Emotion

19. What About TV Advertising?

20. When It Goes Wrong…

21. What About TV Advertising?

22. Formulating Your Strategy
Start With A Series Of Questions:
Who already is already engaging
with your core customers?

23. Formulating Your Strategy
Start With A Series Of Questions:
Who already is already engaging
with your core customers?
What can you offer the TV
channel or productions company
to increase their audience?

24. Formulating Your Strategy
Start With A Series Of Questions:
Who already is already engaging
with your core customers?
What can you offer the TV
channel or productions company
to increase their audience?
“What’s in it for the other fella?”

25. SUCCESS SUCCESS
WHAT PEOPLE
THINK IT LOOKS
LIKE
WHAT IT REALLY
LOOKS LIKE

26. SUCCESS SUCCESS
WHAT PEOPLE
THINK IT LOOKS
LIKE
WHAT IT REALLY
LOOKS LIKE

27. A “Not So
Secret”
Success
Factor:
Applied
Psychology

28. Your New
Bible
Influence: The
Psychology of
Persuasion
By Dr Robert
Cialdini

29. 6 Principles of
Influence
1. Authority
2. Social Proof
3. Liking
4. Reciprocity
5. Commitment &
Consistency
6. Scarcity

30. How Would
Your Brand
Help To
Grow Their
Audience?

31. How Would
Your Brand
Help To
Grow Their
Audience?

32. Thank You The Drum
www.SocialMediaThunder.com/FOM
Ross Kingsland
www.SocialMediaThunder.com
@Social_Thunder
Ross@SocialMediaThunder.com
@RossKingsland1