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Creative at Social Speed
5 Elements to Consider
Frequency | Attention | Relevance | Recency | Entertainment
Frequency
The lifespan of content has
decreased significantly
Brands need much more
content to stay relevant
30m songs13k titles 550b photos 130t web pages
Agencies need to turn
around much more content
3 x 52 x 3 = 468
Total: 2,262 deliverables (234 originals)
posts/week weeks...
Agency content is too
expensive to be short-lived
DIY
Example: Oreo 100 years
Example: QNB Ramadan
+42% Engagement Rate
Attention
How many notifications do
you have right now?
Brands need to grab
attention within 2 seconds
Agencies need to make
viewers cross the chasm
Conventional story telling
structure
Exposition
Rising Action
Climax
Resolution
Falling Action
Google Best Practices
Watch Geico video
example on next slide
Relevance
People drift
towards what
they consider
relevant and
familiar
Brands need to
show people
relevant
propositions
Agencies need to adapt
messages to audience
If they are frequent travelersLevel of education (or school attended)Relations...
Briefs need to go to
media before advertising
Cambridge Analytica helped
Trump win the elections
Watch video on next slide
Same ad targeting different
mobile operating systems
Recency
Trending topics
are social currency
Brands should use
trends as free media
Agencies have
3 days to create
content related
to current events
The agency process does
not allow for quick content
Client
Brief
Client
Services
Planning
Brief
Traffic Creative Studio Pr...
What if designers get
direct briefs from analysts
3 examples we really like:
The ultimate example:
Entertainment
People look
to social
media for
entertainment
Brands can generate social
interest via entertainment
Agencies need to create
a comedic tone
Brands are too eager to
sell on social media
Intermittently introduce
entertaining content
Watch KFC video
example on next slide
Watch Virgin Mobile video
example on next slide
The End
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Creative at Social Speed: Dubai Lynx 2017

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My presentation at the Dubai Lynx 2017 tackling the key elements to consider for developing creative content for social media use

Published in: Social Media

Creative at Social Speed: Dubai Lynx 2017

  1. 1. Creative at Social Speed
  2. 2. 5 Elements to Consider Frequency | Attention | Relevance | Recency | Entertainment
  3. 3. Frequency
  4. 4. The lifespan of content has decreased significantly
  5. 5. Brands need much more content to stay relevant 30m songs13k titles 550b photos 130t web pages
  6. 6. Agencies need to turn around much more content 3 x 52 x 3 = 468 Total: 2,262 deliverables (234 originals) posts/week weeks platforms Posts/year (20+3)x(52/2)x3=1,794GDN Sizes Social Networks Every 2 weeks Ads/yearVersions
  7. 7. Agency content is too expensive to be short-lived
  8. 8. DIY
  9. 9. Example: Oreo 100 years
  10. 10. Example: QNB Ramadan +42% Engagement Rate
  11. 11. Attention
  12. 12. How many notifications do you have right now?
  13. 13. Brands need to grab attention within 2 seconds
  14. 14. Agencies need to make viewers cross the chasm
  15. 15. Conventional story telling structure Exposition Rising Action Climax Resolution Falling Action
  16. 16. Google Best Practices
  17. 17. Watch Geico video example on next slide
  18. 18. Relevance
  19. 19. People drift towards what they consider relevant and familiar
  20. 20. Brands need to show people relevant propositions
  21. 21. Agencies need to adapt messages to audience If they are frequent travelersLevel of education (or school attended)Relationship statusWorkplaceInterests (music, brands, food, etc)If they just got a promotionIf they are expats from a specific countryIf they are console gamersWhat mobile, or connection they’re usingIf they are technology early adoptersIf they are frequent travelersWhen they came back from their last trip
  22. 22. Briefs need to go to media before advertising
  23. 23. Cambridge Analytica helped Trump win the elections Watch video on next slide
  24. 24. Same ad targeting different mobile operating systems
  25. 25. Recency
  26. 26. Trending topics are social currency
  27. 27. Brands should use trends as free media
  28. 28. Agencies have 3 days to create content related to current events
  29. 29. The agency process does not allow for quick content Client Brief Client Services Planning Brief Traffic Creative Studio Production
  30. 30. What if designers get direct briefs from analysts
  31. 31. 3 examples we really like:
  32. 32. The ultimate example:
  33. 33. Entertainment
  34. 34. People look to social media for entertainment
  35. 35. Brands can generate social interest via entertainment
  36. 36. Agencies need to create a comedic tone
  37. 37. Brands are too eager to sell on social media
  38. 38. Intermittently introduce entertaining content
  39. 39. Watch KFC video example on next slide
  40. 40. Watch Virgin Mobile video example on next slide
  41. 41. The End

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