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The New Relevant | Media Hungary | Advertising & Digital Media | Tripylon Media

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I gave this presentation at Media Hungary 2013 in Siofok on May 14th.

What does it mean to be “relevant”? We all have our own interpretations.
Media landscape has changed and with it our social behavior and perceptions of relevance.

This presentation discusses “The New Relevant” and presents a few case studies.

Special credits and thanks to:
www.Wefilm.nl
www.RTL.nl
www.C2B.nu
www.Froot.nl
www.WEBclusive.nl
www.klm.nl
www.DeCorrespondent.nl
www.lays.nl

------ Summary ---------------------------------------------------------------------------------------
As a company or brand, what do you do to be successful online?

SEO, SEA. apps, mobile websites, games. FB likes, and Twitter follower etc etc...?

Your audience doesn’t want channels, apps and websites, they want answers, they want service...
All communication will be irrelevant if there is no purpose.

Being "relevant" is more than just broadcasting information, it's about the ability to learn and the agility to adapt!

See the (R)Elephant!

Published in: Technology, Business
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The New Relevant | Media Hungary | Advertising & Digital Media | Tripylon Media

  1. 1. Sirous Kavehercy |@TripylonMedia |+31626111126 relevant. the new Media Hungary 2013, Siófok
  2. 2. Source: Edelman Berland/Adobe Oct 2012
  3. 3. BRAND RELEVANCE . PERCEIVED NEED, DESIRE . VISIBILITY COMPETITION NOT CONSIDERED David Aaker
  4. 4. . DIFFERENTIATION . PAST EXPERIENCE BRAND PREFERENCE David Aaker COMPETITION NOT PREFERRED
  5. 5. “You Press The Button, We Do The Rest.” 1886 1st Consumer Camera 1889 1st Flexible Transparent Film 1975 1st Digital Camera 1986 1st Megapixel Sensor 1993 1st Consumer Digital Camera 2005 1st in U.S. Digital Camera Sales Filed For Bankruptcy, January 2012 George Eastman, 1888 “Kodak Moment”
  6. 6. Perception Change iPhone No Longer Cool iPhone For Old People Samsung 30% vs. 19% iPhone Worldwide Smartphone Market Share
  7. 7. staying relevant. . LEARN . SPEED . REACH . CROWD
  8. 8. CROWDFUNDED JOURNALISM
  9. 9. De Correspondent FOCUS ON CONTEXT NOT “NEWS” NO ADVERTISING BASED ON JOURNALISM IDEALS NO POLITICAL BIAS DIGITAL GOAL TO REACH 15,000 SUBSCRIBERS @ € 60 NO TARGET GROUPS
  10. 10. 24 HOURS: 7,000 SUBS 8 DAYS: 15,000 SUBS & € 1.3 MILLLION 30 DAYS: 18,917 SUBS
  11. 11. “IF YOU ARE ON THE RIGHT TRACK, YOU’LL GET RUN OVER IF YOU JUST SIT THERE.” Will Rodgers 2. SPEED
  12. 12. 2010 Ash Clouds CRISIS OPPORTUNITY
  13. 13. KLM INTRODUCES SOCIAL SEATING http://youtu.be/eL2lWn7oup4
  14. 14. KLM TO LAUNCH AN ONLINE GAME http://youtu.be/eZiPI2Tl1P4
  15. 15. KLM ON SOCIAL MEDIA 460,000 TWITTER FANS (GLOBAL ACCOUNT) 3,5 MILLION FACEBOOK FANS 170,000 ENGAGED FACEBOOK FANS
  16. 16. 3. REACH
  17. 17. The Voice Of Holland
  18. 18. The Voice Of Holland 270,000 UNQ BROWSERS/WK 6 PAGEVIEWS 3,5 MILLION TV VIEWERS 13,8 MILLION VIDEOVIEWS 7,300 AVG LIVE STREAMS 520,000 APP DOWNLOADS 140,000 iTunes DOWNLOADS
  19. 19. The Voice Of Holland 1,9 MILLION VIEWERS ON SECOND SCREEN 40% WEBSITE VIEWS VIA MOBILE 7 SONGS ON iTunes TOP 10 DURING FINALS
  20. 20. NIVEA VIRAL VIDEO MARKETING GERMANY http://www.wefilm.nl/#/project/nivea-stresstest
  21. 21. NIVEA VIRAL VIDEO MARKETING GERMANY 7,000,000 YOUTUBE VIEWS 18,000 SHARES 340,000 VIEWS ‘THE MAKING OF’
  22. 22. ONLINE PUBLISHER
  23. 23. 3,500,000 PAGEVIEWS PER MONTH 1,000,000 VISITORS PER MONTH 31,000 FACEBOOK FANS 30,000 TWITTER FOLLOWERS 55% TO 45% RATIO MEN TO WOMEN
  24. 24. CAMERA LAUNCH CAMPAIGN
  25. 25. 30,000 UNIQUE CLICK-THROUGHS 2,000,000 PAGEVIEWS CAMERA LAUNCH CAMPAIGN 7 PRO PHOTOGRAPHERS
  26. 26. GLOBAL BRAIN 4. CROWD
  27. 27. CITIZEN INITIATIVE, BRIDGE IN R’DAM
  28. 28. GIFF GAFF, MOBILE PERATOR IN UK
  29. 29. GIFF GAFF, MOBILE PERATOR IN UK
  30. 30. LAY’S CHIPS MAKE THE TASTE COMPETITION NL
  31. 31. LAY’S CHIPS MAKE THE TASTE COMPETITION NL 700,000 SUBMISSIONS 5,800,000 BATTLES 300,000 PARTICIPANTS
  32. 32. BEST WEBSITE OF THE YEAR 2012 (online publishing) BEST MARKETING BOOK OF 2011 (crowdsourcing) ACCENTURE INNOVATION AWARD 2012 (crowdfunding) 4 CANNES LION AWARDS, GOLD SPINAWARDS 2013 (online video) BEST TV PROGRAM OF THE YEAR 2012 BEST INTERACTIVE WEBSITE 2013
  33. 33. one thing. more
  34. 34. You Do Not Merely Want To Be Considered Just The Best Of The Best You Want To Be Considered The Only Ones Who Do What You Do! Jerry Garcia, The Greatful Death Photo: Baron Wolman
  35. 35. thanks and credits to. http://www.trendwatching.com/trends/customer-made.htm http://www.fotobaron.com/print/69346-7/ http://www.c2b-consultancy.nl/ http://www.wefilm.nl/ http://www.wayneparkerkent.com/ http://giffgaff.com/ http://www.froot.nl/ http://www.lays.nl/ http://www.webclusive.nl/ http://www.nivea.de/ http://www.thevoiceofholland.com/ http://www.rtl.nl/ http://www.klm.com/ https://decorrespondent.nl/ information used in the presentation are partially provided by partners/third-parties and copyrighted. you may use the slides as is for reference purposes. reproduction and modification of the content & data is not allowed without prior permission. for further info please feel free to contact info@tripylonmedia.com. http://www.vodafone.nl http://www.talpa.tv/ http://www.omd.com/ http://www.prophet.com/thinking/view/699-three-threats-to-brand-relevance http://www.jonathanmacdonald.com/2013/04/de-noise-tedx-oporto.html Sirous Kavehercy |@TripylonMedia |+31626111126Media Hungary 2013, Siófok

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