Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Four rules for dealingwith a digital reality                       Presented by Jeff Lippold                        @feffr...
2   © 2012 Euro RSCG Worldwide All Rights Reserved
3   © 2012 Euro RSCG Worldwide All Rights Reserved
photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/    ...
photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/    ...
HASHTAGS    #fourrules #IMMAPSummit2012                 5   © 2012 Euro RSCG Worldwide All Rights Reserved
WHAT THE #FOURRULES ARE ABOUT          Consumers          Location          Storytelling          Everywhere              ...
RULE 1:    THE CONSUMER    WILL CONTROL    OUR CONTENT7   © 2012 Euro RSCG Worldwide All Rights Reserved
THAT MULTITASKSDifficult to grab people’s attention         7.9 hrs with technology                          Half spent on...
AND MULTI”ASKS”We listen to each other                                                                               Sourc...
ESPECIALLY IN ASIAWhere social is dominant                                Create content                                Up...
FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you                                          ...
FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you                                          ...
FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you                                          ...
FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you                                          ...
FOR BRANDS: HAS IT’S OWN REWARDSto spread                                                          or to build            ...
FOR BRANDS: HAS IT’S OWN REWARDSto spread                                                          or to build            ...
FOR BRANDS: HAS IT’S OWN REWARDSto spread                                                          or to build            ...
FOR BRANDS: HAS IT’S OWN REWARDSto spread                                                          or to build            ...
RULE #2:     LOCATION IS     WHERE IT’S AT13    © 2012 Euro RSCG Worldwide All Rights Reserved
BREAKING UPA new range of platforms/solutions                                                                 Digital Medi...
Technology allows forfundamental change in how weinteract with brandsPhoto by Sean Wood for Mekas.jp,   15   © 2012 Euro R...
LOCATION AND MOBILE IS ABOUT....Instant gratification                        16   © 2012 Euro RSCG Worldwide All Rights Res...
LOCATION AND MOBILE HAS TO BESuper simple! (and it’s not easy to do that)Sourced: NFC in Japan from cScout Interactive and...
LOCATION IS ALL ABOUTWhat, where and how you are relevant.                            1) What your brand can offer        ...
LOCATION IS ALL ABOUTWhat, where and how you are relevant.                            1) What your brand can offer        ...
19   © 2012 Euro RSCG Worldwide All Rights Reserved
RULE #3:WE HAVE TO BECOMEBETTERSTORYTELLERS 20   © 2012 Euro RSCG Worldwide All Rights Reserved
THINK OF YOUR CUSTOMERS AS VOLUNTEERS We’re in a battle for time, and they are obliging us.Source: Ted Aljibe, AFP        ...
THINK LIKEOr service             22   © 2012 Euro RSCG Worldwide All Rights Reserved
STORIES CAN....Touching the heart drives interest, creating conversation     Dulux     Let’s Color                        ...
REWARD THEMThe bigger the benefit for your fans the better the response. Introducing a new brand nobody knew about - hurdle...
MAKE THEbrand, category and consumer tick                                    25   © 2012 Euro RSCG Worldwide All Rights Re...
MAKE THEbrand, category and consumer tick                                    25   © 2012 Euro RSCG Worldwide All Rights Re...
IT’S MORE THAN A BIG IDEAAnd a brand message...                                                    Person         Person  ...
Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person...
RULE #4:     WE HAVE TO BE     EVERYWHERE28    © 2012 Euro RSCG Worldwide All Rights Reserved
LOCATION IS THE PLACE TO BE                        29    © 2012 Euro RSCG Worldwide All Rights Reserved
BUT IT’S NOT JUST ABOUTPhysical Space and media  Find new ways to approach and get inside people’s minds                  ...
HOW? TAKE A MACRO VIEWOf your brand territory  Go beyond the usual & overcrowded brand territories                        ...
AND USE ONLINE SEARCH AS A GLUEas it can be used to find new opportunities online              How many go to NOW: Likely a...
A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages.....                           POTENTIAL:                           Cam...
A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages.....                           POTENTIAL:                           Cam...
A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages.....                           POTENTIAL:                           Cam...
MUSETied the concept of “play” to children’s activities.TVCM                          Search Topics related to children’s ...
THE #FOURRULES RULE 1: THE CUSTOMER WILL CONTROL OUR CONTENT  RULE #2: LOCATION IS WHERE IT’S AT RULE #3: WE HAVE TO BECOM...
THANK YOU.Presented by Jeff Lippold@feffreyDigital Strategy Director,Euro RSCG APACeurorscg.co.jpjefflippold.blogspot.com ...
Upcoming SlideShare
Loading in …5
×

Four Rules for Dealing with a Digital Reality

2,368 views

Published on

Presentation to the participant of the Internet & Mobile Marketing Association of the Philippines on August 24, 2012. Covers information on Asian social media consumers, mobile, storytelling and how to set up programs to gain true integrated 360 degree involvement from all media using digital as a hub.

Published in: Business
  • Be the first to comment

Four Rules for Dealing with a Digital Reality

  1. 1. Four rules for dealingwith a digital reality Presented by Jeff Lippold @feffrey Digital Strategy Director APAC Euro RSCG APAC eurorscg.co.jp jefflippold.blogspot.com © 2012 Euro RSCG Worldwide All Rights Reserved
  2. 2. 2 © 2012 Euro RSCG Worldwide All Rights Reserved
  3. 3. 3 © 2012 Euro RSCG Worldwide All Rights Reserved
  4. 4. photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/ 4 © 2012 Euro RSCG Worldwide All Rights Reserved
  5. 5. photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/ 4 © 2012 Euro RSCG Worldwide All Rights Reserved
  6. 6. HASHTAGS #fourrules #IMMAPSummit2012 5 © 2012 Euro RSCG Worldwide All Rights Reserved
  7. 7. WHAT THE #FOURRULES ARE ABOUT Consumers Location Storytelling Everywhere 6 © 2012 Euro RSCG Worldwide All Rights Reserved
  8. 8. RULE 1: THE CONSUMER WILL CONTROL OUR CONTENT7 © 2012 Euro RSCG Worldwide All Rights Reserved
  9. 9. THAT MULTITASKSDifficult to grab people’s attention 7.9 hrs with technology Half spent on the essentials (18%) IM, landline phone, cell phone, SMS, MP3 (47%, 20.3 hrs) player, online/console games, PDA, online journals/blogs, emailing, listening to music (not radio), going to movies 43 Sleep 7.1 hrs 8.7 hrs with media Commuting 1.2 hrs (20%) 3.6 hrs using the Internet 2.5 hrs watching TV 30 10 Work 6.4 hrs 1.3 hrs radio 0.7 hrs newspaper 0.6 hrs magazine School 2.7 hrs 6 hrs w/ Family & Friends 20 20 (14%) Chores, errands, 4.5 hrs w/ Family cooking, cleaning 2.9 hrs 1.5 hrs w/ Friends 8 © 2012 Euro RSCG Worldwide All Rights Reserved
  10. 10. AND MULTI”ASKS”We listen to each other Source : Edelman Trust Barometer 2012 by Edelman 9 © 2012 Euro RSCG Worldwide All Rights Reserved
  11. 11. ESPECIALLY IN ASIAWhere social is dominant Create content Update status Post on BBS, reviews, etc Tag, keep an RSS feed, vote, etc Join/maintain social media networks, etc Watch, but don’t participate (lurkers) Don’t participate 10 © 2012 Euro RSCG Worldwide All Rights Reserved
  12. 12. FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  13. 13. FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  14. 14. FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  15. 15. FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  16. 16. FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  17. 17. FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  18. 18. FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  19. 19. FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  20. 20. RULE #2: LOCATION IS WHERE IT’S AT13 © 2012 Euro RSCG Worldwide All Rights Reserved
  21. 21. BREAKING UPA new range of platforms/solutions Digital Media boxes* Computers** TV sets Worldwide devices sales previsions 1,500 Million Set Top Boxes Portable Media Devices *** 1,250 Million 1,000 Million 750 Million 500 Million 250 Million 0 Million 2011 2012 2013 2014 Source: IDATE - August 2011 2015 * Home console, Blue Ray, DMA/DMR, DVR ** Desktop, Laptop, Ultrabook *** Smartphones, Media players, Tablets, portable console 14 © 2012 Euro RSCG Worldwide All Rights Reserved
  22. 22. Technology allows forfundamental change in how weinteract with brandsPhoto by Sean Wood for Mekas.jp, 15 © 2012 Euro RSCG Worldwide All Rights Reserved
  23. 23. LOCATION AND MOBILE IS ABOUT....Instant gratification 16 © 2012 Euro RSCG Worldwide All Rights Reserved
  24. 24. LOCATION AND MOBILE HAS TO BESuper simple! (and it’s not easy to do that)Sourced: NFC in Japan from cScout Interactive and Strappy 17 © 2012 Euro RSCG Worldwide All Rights Reserved
  25. 25. LOCATION IS ALL ABOUTWhat, where and how you are relevant. 1) What your brand can offer 2) Where your customer is (physical space, frame of mind) 3) How the environment/outside factors can influence purchase/engagement 18 © 2012 Euro RSCG Worldwide All Rights Reserved
  26. 26. LOCATION IS ALL ABOUTWhat, where and how you are relevant. 1) What your brand can offer 2) Where your customer is (physical space, frame of mind) 3) How the environment/outside factors can influence purchase/engagement 18 © 2012 Euro RSCG Worldwide All Rights Reserved
  27. 27. 19 © 2012 Euro RSCG Worldwide All Rights Reserved
  28. 28. RULE #3:WE HAVE TO BECOMEBETTERSTORYTELLERS 20 © 2012 Euro RSCG Worldwide All Rights Reserved
  29. 29. THINK OF YOUR CUSTOMERS AS VOLUNTEERS We’re in a battle for time, and they are obliging us.Source: Ted Aljibe, AFP Source: Habitat for Humanity and Wachum.jp 21 © 2012 Euro RSCG Worldwide All Rights Reserved
  30. 30. THINK LIKEOr service 22 © 2012 Euro RSCG Worldwide All Rights Reserved
  31. 31. STORIES CAN....Touching the heart drives interest, creating conversation Dulux Let’s Color 23 © 2012 Euro RSCG Worldwide All Rights Reserved
  32. 32. REWARD THEMThe bigger the benefit for your fans the better the response. Introducing a new brand nobody knew about - hurdle very high. Solution - Marvel Movies first ever “interactive” comic book application featuring Iron Man (coinciding with movie tie up) Result: Close to 3 million downloads of the app worldwide 24 © 2012 Euro RSCG Worldwide All Rights Reserved
  33. 33. MAKE THEbrand, category and consumer tick 25 © 2012 Euro RSCG Worldwide All Rights Reserved
  34. 34. MAKE THEbrand, category and consumer tick 25 © 2012 Euro RSCG Worldwide All Rights Reserved
  35. 35. IT’S MORE THAN A BIG IDEAAnd a brand message... Person Person Person Person Person Person We need to turn the brand message into conversational content with Conversational content a shared value that sparks conversation. Person Person Person Person Person Person 26 © 2012 Euro RSCG Worldwide All Rights Reserved
  36. 36. Person Person Person Person Person Person Person Person Person Person Person Person Person PersonPerson Person Person Person Person Person Person Person Person Person Person Person Person PersonPerson Person Person Person Person Person Person Person Person Person Person Person Person PersonPerson Person Person Person Person Person Person Person Person Person Person Person Person PersonPerson Person Person Person Person Person Person Person Person Person Person Person Conversational contentthat sparks a conversation Person Person Person Person PersonPerson Person Person Person Person Person Person Person Person Person Person Person Person PersonPerson Person Person Person Person Person Person Person Person Person Person Person Person PersonPerson Person Person Person Person Person Person Person Person Person Person Person Person PersonPerson Person Person Person Person Person Person27 Person Person Person Person Person Person Person © 2012 Euro RSCG Worldwide All Rights Reserved
  37. 37. RULE #4: WE HAVE TO BE EVERYWHERE28 © 2012 Euro RSCG Worldwide All Rights Reserved
  38. 38. LOCATION IS THE PLACE TO BE 29 © 2012 Euro RSCG Worldwide All Rights Reserved
  39. 39. BUT IT’S NOT JUST ABOUTPhysical Space and media Find new ways to approach and get inside people’s minds Source from Creative Commons License provided by Peter Tanlund from: http://www.flickr.com/photos/petertandlund/7409939242/ 30 sizes/l/ © 2012 Euro RSCG Worldwide All Rights Reserved
  40. 40. HOW? TAKE A MACRO VIEWOf your brand territory Go beyond the usual & overcrowded brand territories The standards of The Cultural context Communicating to consumers Competitor positioning & Communications Brand / Product Attributes Product Consume Category Communication Culture r Consumer needs Consumer behavior Consumer environment 31 © 2012 Euro RSCG Worldwide All Rights Reserved
  41. 41. AND USE ONLINE SEARCH AS A GLUEas it can be used to find new opportunities online How many go to NOW: Likely all product keywords your product? This leaves you the only option of fighting it out for space within your own category. POTENTIAL TO BE Related to the RELATED TO XXXX general category. Visits YOUR PRODUCT AND BRAND 32 © 2012 Euro RSCG Worldwide All Rights Reserved
  42. 42. A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages..... POTENTIAL: Camping, sports, 28K / little league, etc: mo* 395K/month * Euro RSCG Keyword Analysis 33 © 2012 Euro RSCG Worldwide All Rights Reserved
  43. 43. A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages..... POTENTIAL: Camping, sports, Category: health, and 28K / little league, etc: related: mo* 395K/month 243K/month * Euro RSCG Keyword Analysis 33 © 2012 Euro RSCG Worldwide All Rights Reserved
  44. 44. A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages..... POTENTIAL: Camping, sports, Category: health, and 28K / little league, etc: related: mo* 395K/month 243K/month LESS EXPENSIVE MORE EXPENSIVE * Euro RSCG Keyword Analysis 33 © 2012 Euro RSCG Worldwide All Rights Reserved
  45. 45. MUSETied the concept of “play” to children’s activities.TVCM Search Topics related to children’s activities 34 © 2012 Euro RSCG Worldwide All Rights Reserved
  46. 46. THE #FOURRULES RULE 1: THE CUSTOMER WILL CONTROL OUR CONTENT RULE #2: LOCATION IS WHERE IT’S AT RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS RULE #4: WE HAVE TO BE EVERYWHERE. 35 © 2012 Euro RSCG Worldwide All Rights Reserved
  47. 47. THANK YOU.Presented by Jeff Lippold@feffreyDigital Strategy Director,Euro RSCG APACeurorscg.co.jpjefflippold.blogspot.com 36 © 2012 Euro RSCG Worldwide All Rights Reserved

×