Anne Rayner AAA 2016

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Ray Poynter

Authentic Amplification or Echo Chamber?

Education

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Authen'c
Ampliﬁca'on

or
Echo
Chamber?

Anne
Rayner

TNS

18
August
2016

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Going
viral
is
not

enough

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

3
gateways
to
long
term
memory

Novelty
Emo=on
Relevance

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

One
of
the
most
viral
ads

of
the
past
few
years…

…but
is
it
an
eﬀec$ve
ad

hFps://www.youtube.com/watch?v=TPKgC8KPBMg

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Source: http://adage.com/article/special-report-super-bowl/budweiser-pulls-puppies-super-bowl-ad-plans/301384

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Beyond
coun'ng

Centralised
De-‐centralised

Hub-‐and-‐spoke
Spin-‐oﬀ
Ecosystem
Uncontrolled

IDEAL

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

What
about
this?

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Also
not
a
conversa'on,
for
a
diﬀerent

reason

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

We
need
new
insights

from
a
new
lens

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

What
can
we
learn
from
John
Lewis,
the

master
of
engagement?

2015
2014

Monty
the

Penguin

Man
on
the

Moon

hFps://www.youtube.com/watch?v=wuz2ILq4UeA

hFps://www.youtube.com/watch?v=iPFJAr7GDyk

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

And
an
ecosystem
that
spans
online
and

oﬄine

2015
2014

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

The
echo
chamber

hFps://www.youtube.com/watch?v=kuRn2S7iPNU

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Achieving
authen'city

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Targe'ng
communi'es,
not
inﬂuencers

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

@BundabergRum

#Queenslander

#Legendary

Cricket
community

Bundaberg
Rum
made
progress,
but
not

quite
there
yet

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

What
has
Bundaberg
Rum
learnt?

#legendary

Very
strong
campaign
idea,
tapping

into
authen=c
social
language

A
very
shareable
iden=ty

Communi=es
emerge
which
can

amplify
if
linked
to
the
campaign

Cricket
community

Resource
and
plan
to
respond
to

events
and
trends

Allan
Border
medal

#queenslander

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Crea'ng
Authen'c
Ampliﬁca'on

Going
viral
is
not
enough

Ampliﬁca=on
via
engagement,
not
through

shou=ng
louder

Target
communi=es
not
just
inﬂuencers

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Thank
You!

Anne.rayner@tnsglobal.com

@annefrayner

Authen'c
Ampliﬁca'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI

Anne
Rayner,
TNS,
2016

Anne
Rayner

TNS

Q
&
A

Sue
York

The
Handbook
of

Mobile
Market
Research

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Anne Rayner AAA 2016

1. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Authen'c Ampliﬁca'on or Echo Chamber? Anne Rayner TNS 18 August 2016

2. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Going viral is not enough

3. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 3 gateways to long term memory Novelty Emo=on Relevance

4. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 One of the most viral ads of the past few years… …but is it an eﬀec$ve ad hFps://www.youtube.com/watch?v=TPKgC8KPBMg

5. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Not a conversa'on… and no impact on brand

6. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Source: http://adage.com/article/special-report-super-bowl/budweiser-pulls-puppies-super-bowl-ad-plans/301384

7. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Beyond coun'ng Centralised De-‐centralised Hub-‐and-‐spoke Spin-‐oﬀ Ecosystem Uncontrolled IDEAL

8. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 What about this?

9. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Also not a conversa'on, for a diﬀerent reason

10. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 We need new insights from a new lens

11. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 What can we learn from John Lewis, the master of engagement? 2015 2014 Monty the Penguin Man on the Moon hFps://www.youtube.com/watch?v=wuz2ILq4UeA hFps://www.youtube.com/watch?v=iPFJAr7GDyk

12. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Great ads that create long term brand impact Novelty Emo=on Relevance

13. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 And an ecosystem that spans online and oﬄine 2015 2014

14. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 The echo chamber hFps://www.youtube.com/watch?v=kuRn2S7iPNU

15. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Achieving authen'city

16. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Targe'ng communi'es, not inﬂuencers

17. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 @BundabergRum #Queenslander #Legendary Cricket community Bundaberg Rum made progress, but not quite there yet

18. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 What has Bundaberg Rum learnt? #legendary Very strong campaign idea, tapping into authen=c social language A very shareable iden=ty Communi=es emerge which can amplify if linked to the campaign Cricket community Resource and plan to respond to events and trends Allan Border medal #queenslander

19. Authen'c Amplifica'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Crea'ng Authen'c Amplifica'on Going viral is not enough Amplifica=on via engagement, not through shou=ng louder Target communi=es not just influencers

20. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Thank You! Anne.rayner@tnsglobal.com @annefrayner

21. Authen'c Ampliﬁca'on or Echo Chamber – Agility, Automa'on and AI Anne Rayner, TNS, 2016 Anne Rayner TNS Q & A Sue York The Handbook of Mobile Market Research

Anne Rayner AAA 2016

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