Creative Lancashire - Joanna Halton

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Digital trends + how they will affect your digital strategy

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Creative Lancashire - Joanna Halton

  1. 1. © McCann Manchester Limited
  2. 2. © McCann Manchester Limited JOANNA HALTON Social Media Strategist at McCann Manchester @JoannaHalton
  3. 3. © McCann Manchester Limited 280 people 30 dedicated to PR and social media 15 insights specialists 12 international specialists Experts in creative content campaigns. Full service agency: strategy, creative, production, execution and evaluation
  4. 4. © McCann Manchester Limited We get people talking about brands, products, issues in a way that delivers business benefits
  5. 5. © McCann Manchester Limited DIGITAL TRENDS How they may affect your current digital strategy
  6. 6. © McCann Manchester Limited OPERATING IN A MULTI-PLATFORM WORLD
  7. 7. © McCann Manchester Limited RESPONSIVE DESIGN + DEVICE FRAGMENTATION iOS Devices Android Devices Source: opensignal.com/reports/fragmentation-2013/
  8. 8. © McCann Manchester Limited
  9. 9. © McCann Manchester Limited 70% of people trust opinions of other unknown people shared online Source: Nielsen Global Online Consumer Survey 92% consumers around the world say they trust earned media (word-of-mouth and recommendations from friends and family) above all other forms of advertising POWER TO THE PEOPLE
  10. 10. © McCann Manchester Limited Source: Google ZMOT THE CUSTOMER JOURNEY GETS MORE COMPLEX
  11. 11. © McCann Manchester Limited The best advertising, isn’t advertising. - Ajaz Ahmed, Found, AKQA “ “”
  12. 12. © McCann Manchester Limited • Digital media • Print media • Social Advertising • Facebook • Native PR Paid • Facebook • Twitter • Blog • YouTube • Other social channels • Website • Apps Owned • Forums/Reviews • Facebook • Twitter • Youtube • Blog • Blogger outreach • Digital PR • Content Marketing • SEO Earned INTEGRATION OF MEDIA TYPES
  13. 13. © McCann Manchester Limited BLURRING OF OFFLINE + ONLINE
  14. 14. © McCann Manchester Limited GOOGLE WANTS YOU TO MAKE CONTENT FOR HUMANS
  15. 15. © McCann Manchester Limited CONTENT MARKETING FOR MCCANN MEANS MAKE STUFF THAT PEOPLE WANT TO SHARE
  16. 16. © McCann Manchester Limited McCann Manchester Content
  17. 17. © McCann Manchester Limited RED BULL STRATOS Viewed by eight million people on YouTube Facebook post gained 216,000 likes within 40 minutes
  18. 18. © McCann Manchester Limited THE SUCCESS OF RED BULL By turning into a publishing company, Red Bull attained 44% market share and sells 4.6 billion cans. Red Bull Media: • Employs 140 people • Record label, magazine, content hub, on the ground content producers • Red Bull Content Pool licenses content to other publishers
  19. 19. © McCann Manchester Limited What you say, sticks: No fat chicks! http://bit.ly/JHCocaCola
  20. 20. © McCann Manchester Limited CREATE SOCIAL + CONTENT CENTRIC CAMPAIGNS http://bit.ly/JHShareACoke
  21. 21. © McCann Manchester Limited TENT POLE AND PEGS 1. Brand Story underpins all content 2. Micro content delivers always on contact with brand 3. Keeps brand, product, campaign message front of mind 4. Tells brand story in a compelling way across all touchpoints
  22. 22. © McCann Manchester Limited STRATEGY & CONTENT: Useful Valuable Entertaining Relevant In context Discoverable Always ON, snackable content • Graphic photos • Short videos [Vines, Instavideos] • Infographics • Short animations • Animated GIFs • Graphics MICRO / ALWAYS ON CONTENT
  23. 23. © McCann Manchester Limited HOW THIS WORKS Sep Oct Nov Dec Jan Feb MACRO Campaign activity MICRO / ALWAYS ON (Daily Content) 1 2 An illustration of how they can fit together.
  24. 24. © McCann Manchester Limited DUMB WAYS TO DIE McCann Melbourne for Metro Trains in Melbourne Trains travel in a straight line. If you get hit by a train, you’ve probably done something wrong which makes getting hit by a train one of the dumbest ways to die. http://bit.ly/JHDumbWaysToDie
  25. 25. © McCann Manchester Limited
  26. 26. © McCann Manchester Limited Nobody reads ads. People read what interests them. − Howard Gossage, Copywriter & Founder, Mander, Freeman & Gossage “ “”Sometimes, it’s an ad.
  27. 27. © McCann Manchester Limited CONTENT IDEA AMPLYFYING THE CAMPAIGN TOYS PAID MEDIA CREATIVE WEBSITE EARNED MEDIA SITES & BLOG, TWITTER, SEO GAME VIDEOSCREATIVE PHOTOS ANIMATED GIF INFOGRAPHIC OWNED SOCIAL PROPERTIES
  28. 28. © McCann Manchester Limited Source: Experian Marketing Services NUMBER OF DEVICES USERS ARE ACCESSING THIS CONTENT KEEPS GROWING
  29. 29. © McCann Manchester Limited Source: Experian Marketing Services MULTI-PLATFORM BRAND EXPERIENCES http://bit.ly/JHBeMoreDog
  30. 30. © McCann Manchester Limited Source: Experian Marketing Services PROMOTE + CROSS-PROMOTE YOUR CONTENT
  31. 31. © McCann Manchester Limited SUMMARY − Planning for multi-channel: Building in responsive design into your processes − Power to the people: Consumers have a voice and it can influence your potential customers − Customer Journey gets more complex: Ensure your consumers have the right content available to support them in their decision − Integration of media types: Paid, Owned and Earned begin to blend − Blurring of online + offline: Creates opportunities and complications − Google wants quality content: Make it for humans not for bots − Brand Story telling: A big idea that is executed well across channels − Macro and micro content: Campaigns with large, brand initiatives and always on content − Multi-platform brand experiences: Content that engages your audience whatever the medium − Promote your content: Cross-promote with your other channels or through paid
  32. 32. © McCann Manchester Limited JOANNA HALTON @JoannaHalton Joanna.Halton@McCann.com
  33. 33. © McCann Manchester Limited

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