1. The Never Ending Story:
How to run an always-on campaign
Wednesday, March 13th, 11:10-11:40am
Erin Anderson, Nestle | Maura Tuohy, @mtuohy, MercerBell
#ATSYD

3. The Marketing Economy is in flux
Old School New School
Brand messages Interactive content
Culture copycats Culture cultivators
Brand marketers Technologists
Burst campaigns Always On

4. How do we become new school?
Favour exchange
Key milestone
Conversa
Feedback
tion
Trust
Time

5. Enter FUSIAN noodles
Kids Teens Adults
Noodle-
eating
Age

6. Meet the Internet Generation
#nofilter Check out
my new
mash-up
My meme is Twitter is SO
better than 2012
you’re meme
I’m so cool Entertain me
because I
don’t like this
I have an opinion
Pffff about absolutely
everything

7. Our strategy
Brand speak Non-brand speak
To create a relationship Give them the glory
through sustainable content by
allowing Gen Y to tell our
brand story

8. The first Kung Fu movie written by
the internet

9. 5
things we learned from
Fists Of FUSIAN
Creating, running and measuring an
always-on campaign

10. 1. Respect the social quotient
Creativ Media Unpredictabl Campaign
e investme e human performanc
content nt behaviour e

11. 1. Respect the social quotient
Caption
this
Super
-users
Fans
Observ
ers

12. 2. Have a content strategy
1. Listen
2. Determine Brand Tone and
Content Pillars
3. Complete moderation framework, &
escalation guidelines
4. Create a conversation
calendar
5. Measure and learn

13. 2. Have a content strategy

14. 3. Your community is your brief

15. 4. Adopt a constant beta attitude

16. 5. Measure the right things

17. In Summary
1. Respect the social
quotient
2. Have a content strategy
3. Your community is your
brief
4. Adopt a constant beta
attitude

18. THANK YOU
QUESTIONS?
#ATSYD