'New Rules of Communication' Patrick Collister

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'New Rules of Communication' Patrick Collister

  1. 1. The New Rules of Communication at February 26th 2014
  2. 2. Advertising has changed Who is this person?
  3. 3. Advertising has changed Brand Engineers
  4. 4. Advertising has changed Also
  5. 5. Advertising has changed Special AnPost offer
  6. 6. Advertising has changed Advertising has changed
  7. 7. Advertising has changed The old rules are being inverted
  8. 8. Advertising has changed 1. Clients spent their money on media
  9. 9. Advertising has changed Not now you don’t
  10. 10. Advertising has changed 2. Clients are not media owners
  11. 11. Advertising has changed Now you are
  12. 12. Advertising has changed Your own channels
  13. 13. Advertising has changed 3. The marketer is in control
  14. 14. Advertising has changed No longer
  15. 15. Advertising has changed 4. You build brands through advertising Awareness Interest Desire Action
  16. 16. Advertising has changed Advocates build brands PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS ADVOCATES DIGITAL Awareness Interest Desire Action
  17. 17. Advertising has changed The rule of 9
  18. 18. Advertising has changed 5. You build brands with adverts
  19. 19. Advertising has changed No-one chooses to watch an advert
  20. 20. Advertising has changed But they will watch a film
  21. 21. Advertising has changed User generated content
  22. 22. Advertising has changed 6. You manage campaigns
  23. 23. Advertising has changed Not any longer
  24. 24. Advertising has changed Manage an ecosystem
  25. 25. Advertising has changed Connecting fans
  26. 26. Advertising has changed So, the new rules of communication
  27. 27. Advertising has changed So, the new rules of communication 1.  Think digital 2.  Data is central 3.  Orchestrate your campaigns 4.  Creativity is crucial 5.  Everything is social
  28. 28. Advertising has changed 1. Think digital
  29. 29. Advertising has changed Product innovation
  30. 30. Advertising has changed Product innovation
  31. 31. Advertising has changed Print into TV
  32. 32. Advertising has changed 2. Data is central
  33. 33. Advertising has changed BMWFilms
  34. 34. Advertising has changed Pintuco
  35. 35. Advertising has changed Started with TV
  36. 36. Advertising has changed Got them calling
  37. 37. Advertising has changed Jose Beltran
  38. 38. Advertising has changed DM and Digital
  39. 39. Advertising has changed See what you’ve seen already
  40. 40. Advertising has changed See what you’ve seen already
  41. 41. Advertising has changed See what you’ve seen already
  42. 42. Advertising has changed CRM
  43. 43. Advertising has changed CRM
  44. 44. Advertising has changed Data and The Zoo 10 BN 7.7 BN
  45. 45. Advertising has changed What could we do in DM here?
  46. 46. Advertising has changed 3. Orchestrate your campaigns
  47. 47. Advertising has changed Mail and Digital together
  48. 48. Advertising has changed From 20 bloggers to 2m readers
  49. 49. Advertising has changed Mail 120 people
  50. 50. Advertising has changed Reach 79,000
  51. 51. Advertising has changed Mail 3,000
  52. 52. Advertising has changed 1.3m clicked to watch
  53. 53. Advertising has changed Clicking to create
  54. 54. Advertising has changed Clicking to create
  55. 55. Advertising has changed Clicking to book & buy
  56. 56. Advertising has changed Mail as a follow-up
  57. 57. Advertising has changed NZ Effies
  58. 58. Advertising has changed 4. Creativity is crucial
  59. 59. Advertising has changed You’re talking to people
  60. 60. Advertising has changed Sharing values
  61. 61. Advertising has changed Buy into you
  62. 62. Advertising has changed From 30 seconds to 30 minutes
  63. 63. Advertising has changed SAF     SAF – Are You Up To It? Those who cracked it could unlock the website and find more challenges The level of difficulty increased. Eventually visitors could see how they scored – and could then challenge their friends to do better
  64. 64. Advertising has changed The 90 minute mailing
  65. 65. Advertising has changed 5. Everything is social
  66. 66. Advertising has changed Ideas people want to be part of
  67. 67. Advertising has changed Ideas people want to share
  68. 68. Advertising has changed 6. There are no rules
  69. 69. Advertising has changed Milka
  70. 70. Advertising has changed In summary – a personal journey
  71. 71. Advertising has changed 25 years ago…
  72. 72. Advertising has changed The TV commercial
  73. 73. Advertising has changed The idea
  74. 74. Advertising has changed Let’s bring back Ian Rush
  75. 75. Advertising has changed Recruitment
  76. 76. Advertising has changed Online as well as offline
  77. 77. Advertising has changed Pre-Roll
  78. 78. Advertising has changed Hub. Hygiene. Hero.
  79. 79. Advertising has changed Dads upload videos.
  80. 80. Advertising has changed Is there a little Messi out there?
  81. 81. Advertising has changed Boot camps
  82. 82. Advertising has changed The coaches
  83. 83. Advertising has changed The real Steve Gerrard
  84. 84. Advertising has changed More videos
  85. 85. Advertising has changed The squad
  86. 86. Advertising has changed Hygiene Hero   Hub   Hygiene  
  87. 87. Advertising has changed Hero
  88. 88. Advertising has changed DM and print
  89. 89. Advertising has changed Live on YouTube
  90. 90. Advertising has changed Then and Now • In  1989  I  reported  on  boys  playing  football   • In  2013  I  can  get  them  out  into  the  fields  
  91. 91. Advertising has changed The data reveals • 1.  Only  39%  of  kids  regularly  take  part  in  sports.  The  vast  majority  of  61%   don’t.  Urban  kids  are  more  non-­‐parBcipatory  than  rural  ones     • 2.  ParBcipaBon  in  sports  is  highest  amongst  4-­‐8  year  olds,  but  sharply  drops   down  between  12-­‐13  year  olds     • 3.  Girls  don’t  parBcipate  and  the  gender  gap  becomes  more  marked   progressively  7th  year  onwards.  Girls  do  more  dance,  gymnasBcs,  yoga       • 4.  While  football  sBll  tops  the  list,  other  games  like  tennis,  canoeing  and   archery  –  all  individual  sports  -­‐  are  gaining  popularity.  Dance  is  the  second   most  popular  acBvity  appealing  to  both  boys  and  girls  (97%  girls  and  86%   boys)       • Source:  PE  and  Sport  Survey  (DoE/  TNS  BMRB  Report),  May,  2010  
  92. 92. Advertising has changed Declining interest
  93. 93. Advertising has changed The top trending sport
  94. 94. Advertising has changed From the familiar to the magical
  95. 95. Advertising has changed Ian Rush!
  96. 96. Advertising has changed In Google Hangouts
  97. 97. Advertising has changed See Beyonce’s routine
  98. 98. Advertising has changed Create your own routine
  99. 99. Advertising has changed Upload and share
  100. 100. Advertising has changed Hero video
  101. 101. Advertising has changed What have I learned?
  102. 102. Advertising has changed New ways of working
  103. 103. Advertising has changed New ways of trusting
  104. 104. Advertising has changed Collaboration
  105. 105. Advertising has changed The long and the short of it:
  106. 106. Advertising has changed As Confucius said:
  107. 107. Advertising has changed Thank You

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