ATSYD 13 Adrian farouk - LBi Australia

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ATSYD 13 Adrian farouk - LBi Australia

  1. 1. SINGAPORE
  2. 2. WE MAKEBRANDSSHAREABLE.
  3. 3. IF YOU AREN’T BEINGSHAREDYOU AREN’T SOCIAL.And sharing from your owned communities isn’tenough anymore.
  4. 4. What’s happening
  5. 5. Amplify
  6. 6. The content Where that ranks relevant fresh best in content will Google is rank bettercontent that than old people like content. and trust. Amplify
  7. 7. 37++:1 37++:1 32:1 32:1ROI 25:1 25:1 15:1 15:1 6 Months 12 Months Bought Time Owned Earned Integration
  8. 8. Amplify
  9. 9. What we need to do
  10. 10. How to do it
  11. 11. They cheer because it has an They cheer because they care. They impact. It fuels the athletes and can have an unique close connection to support can influence play. what they’re cheering for36
  12. 12. Fanatic Supporter Casual fan37
  13. 13. 38
  14. 14. 39
  15. 15. Athlete cheers, reaction to congratulatory commercials,, RTs of @teamvisa Nike releases the “Find Your Greatness” campaign 33.5% 3.9% 7.5% 1.3% 0.0% 13.1% 40.7%BuzzVol. Visa P&G Coca-Cola BMW Samsung Nike Others (80% McDonalds)BuzzSentiment
  16. 16. A different kind of approach
  17. 17. Stimulating sharingTargeting individuals not platforms
  18. 18. Use data to create Use engaging content that content to createengages audiences opp’s for further in the right way data collection
  19. 19. Making Sony Mobilerelevant once more
  20. 20. Results• Branded content received 1.7million views in a 6 month period• 85% who engaged with the Xperia Studio viewed Xperia smartphones more positively afterwards• 17% of visitors to the Xperia Studio went on to visit the main sony mobile site• The content and campaign has been featured in wired, gizmodo, mashable and other credible publications• The campaign also won a 2012 webby for the people’s choice award in integrated mobile experience
  21. 21. Moving beyond traditional brand communications
  22. 22. Create Curate InstigateVolume of content
  23. 23. Create Curate InstigateVolume of content
  24. 24. Harnessing thepower of digital tospread happinessaround the world
  25. 25. “We’re more in the space ofmanaging communities than creating ads.” Joe Tripodi – CMO, The Coca-Cola Company
  26. 26. Summary:Delivering MeaningfulEngagements at Scale
  27. 27. IF YOU AREN’T BEINGSHAREDYOU AREN’T SOCIAL.And sharing from your owned communities isn’tenough anymore.
  28. 28. Thank youadrian.farouk@lbi.com
  29. 29. JOURNEY OF DIGITAL TRANSFORMATION
  30. 30. WE ARE HERE 200 800 400400 INDIA
  31. 31. ASIA PACIFIC
  32. 32. OUR GLOBAL & REGIONAL CLIENTS
  33. 33. REGIONAL CLIENTS
  34. 34. WHAT WE DO
  35. 35. IT’S IN THE BLEND

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