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Критическое обновление (Первая Альфа)

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Презентация с выступления на Кухне BBDO

Published in: Education

Критическое обновление (Первая Альфа)

  1. 1. ? ? Critical Update © 2014 Ilya Petrov © 2014 Proximity Critical Update © 2014 Ilya Petrov © 2014 Proximity ? Critical Update © 2014 Ilya Petrov © 2014 Proximity Critical Update © 2014 Ilya Petrov © 2014 Proximity ? ? Critical Update © 2014 Ilya Petrov © 2014 Proximity Critical Update © 2014 Ilya Petrov © 2014 Proximity ? ? Critical Update © 2014 Ilya Petrov © 2014 Proximity © 2014 Ilya Petrov © 2014 Proximity ? Critical Update © 2014 Ilya Petrov © 2014 Proximity ? Critical Update © 2014 Ilya Petrov © 2014 Proximity ? ? Critical Update © 2014 Ilya Petrov © 2014 Proximity ? Critical Update © 2014 Ilya Petrov © 2014 Proximity ? Critical Update © 2014 Ilya Petrov © 2014 Proximity ? Critical Update ? © 2014 Ilya Petrov © 2014 Proximity Critical Update © 2014 Ilya Petrov © 2014 Proximity ? Critical Update © 2014 Ilya Petrov © 2014 Proximity
  2. 2. ? Ok How to make it happen?
  3. 3. ? Ok How to make it happen? ? Ok How to make it work?
  4. 4. ? Cancel Compiling new kernel…
  5. 5. ? Cancel Compiling new kernel…
  6. 6. ? Strategy The practice of figuring out the best way to get from here to there Mike Arauz / Undercurrent
  7. 7. ? Strategy The practice of figuring out the best way to get from here to there Mike Arauz / Undercurrent ? Why?
  8. 8. ? Sales
  9. 9. ? Sales ? Equity
  10. 10. ? Sales ? Equity ? Image
  11. 11. ? Sales ? Equity ? Image ? Loyalty
  12. 12. ? Sales ? Equity ? Image ? Loyalty ? Trial
  13. 13. ? Sales ? Equity ? Image ? Loyalty ? Trial ? Launch
  14. 14. ? Sales ? Equity ? Image ? Loyalty ? Trial ? Launch ?
  15. 15. ? How?
  16. 16. ? ? How?
  17. 17. ? ? How? ? Where is the money?
  18. 18. ? ? How? ? Where is the money? ?
  19. 19. ? Audience How?
  20. 20. ? Companies People Companies
  21. 21. ? Companies People Companies ? Wisdom of Nothing Nothing changes if nothing changes The Samaritan
  22. 22. ? Wisdom of Nothing Nothing changes if nothing changes The Samaritan ? Companies People Companies
  23. 23. ? Wisdom of Nothing Nothing changes if nothing changes The Samaritan ? Companies People Companies New New
  24. 24. ? Audience Shift in behaviour How?
  25. 25. ? Human Behaviour
  26. 26. ?
  27. 27. ? Force Х
  28. 28. ? Force Х Force
  29. 29. ? Force Х Force
  30. 30. ? Force Х Force
  31. 31. ? Audience Shift in behaviour Shift in perception How?
  32. 32. ? A Б
  33. 33. ? 1. How the audience behave today? A Б
  34. 34. ? 1. How the audience behave today? 2. What state of mind defines this? A Б
  35. 35. ? 1. How the audience behave today? 2. What state of mind defines this? 3. How we want them to behave? A Б
  36. 36. ? 1. How the audience behave today? 2. What state of mind defines this? 3. How we want them to behave? 4. What state of mind will lead to this? A Б
  37. 37. ? 1. How the audience behave today? 2. What state of mind defines this? 3. How we want them to behave? 4. What state of mind will lead to this? A ? Б
  38. 38. ? Audience Shift in behaviour Shift in perception Experience
  39. 39. ? Audience Shift in behaviour Shift in perception Experience ? Every peace of advertising have to be connected with the client’s profit
  40. 40. ? Cancel Copying system files…
  41. 41. ? Cancel Copying system files…
  42. 42. ? Rewrite purchase funnel with consumer decision journey Rewrite Cancel
  43. 43. ? Rewrite purchase funnel with consumer decision journey Rewrite Cancel
  44. 44. ?
  45. 45. ? ?
  46. 46. ?
  47. 47. ? Need Purchase
  48. 48. ? Need Solution choice Purchase
  49. 49. ? Product Brand Reputation Love
  50. 50. ? ? Product Brand Reputation Love
  51. 51. ? ? Product Brand Reputation Love ?
  52. 52. ? Need Solution choice Purchase
  53. 53. ? more needs Need more people feel more often Solution choice consider us and choose us Purchase spending more
  54. 54. ? more needs Need more people feel more often Solution choice consider us and choose us Purchase spending more new category driving category cons. frequency awar.+consideration preference+loyalty cross-sales
  55. 55. ?
  56. 56. ?
  57. 57. ? Rewrite Cancel Rewrite message with experience
  58. 58. ? Rewrite Cancel Rewrite message with experience
  59. 59. ? Ideas Event Story World
  60. 60. ? Story Flow with tension ?
  61. 61. ? Story Flow with tension ?
  62. 62. ? Event Here and now ?
  63. 63. ? Event Here and now ?
  64. 64. ? Story Flow with tension ?
  65. 65. ? Story Flow with tension ?
  66. 66. ? World Constants and rules ?
  67. 67. ? World Constants and rules ?
  68. 68. ? Involvement Spectator Shadow Hero Creator
  69. 69. ? ? Spectator Watch
  70. 70. ? ? Spectator Watch
  71. 71. ? Shadow Watch yourself ?
  72. 72. ? Shadow Watch yourself ?
  73. 73. ? Hero Influence on events ?
  74. 74. ? Hero Influence on events ?
  75. 75. ? Creator Define everything ?
  76. 76. ? Creator Define everything ?
  77. 77. ? Rewrite Cancel Rewrite what to tell with what to do
  78. 78. ? Rewrite Cancel Rewrite what to tell with what to do
  79. 79. ? Rewrite Cancel Rewrite fake with real
  80. 80. ? Rewrite Cancel Rewrite fake with real
  81. 81. ? ? How many downloads?
  82. 82. ? ? How many downloads?
  83. 83. ? ? How many downloads? How many users?
  84. 84. ? Rewrite Cancel Rewrite paid media with earned media
  85. 85. ? Rewrite Cancel Rewrite paid media with earned media
  86. 86. ? ? How many views?
  87. 87. ? ? How many views?
  88. 88. ? ? How many views? 40 000
  89. 89. ? How many views? ?
  90. 90. ? How many views? ?
  91. 91. ? How many views? 700 000 ?
  92. 92. ? S.T.E.P.P.S Social Currency Triggers Emotions Public Practical Value Stories
  93. 93. ? Rewrite Cancel Rewrite one-time with long-term
  94. 94. ? Rewrite Cancel Rewrite one-time with long-term
  95. 95. ? Power of Digital 1. From logical link to… hm… link 2. From broadcasting to relationship
  96. 96. ? Rewrite Cancel Rewrite marketing with growth hacking
  97. 97. ? Rewrite Cancel Rewrite marketing with growth hacking
  98. 98. ? 1 000 000
  99. 99. ? 1 000 000 1 000 000 banner views
  100. 100. ? 1 000 000 1 000 000 banner views 1 500 banner clicks
  101. 101. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits
  102. 102. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits 135 emails registered
  103. 103. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits 135 emails registered 135 emails send
  104. 104. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits 135 emails registered 135 emails send 125 emails delivered
  105. 105. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits 135 emails registered 135 emails send 125 emails delivered 30 emails opened
  106. 106. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits 135 emails registered 135 emails send 125 emails delivered 30 emails opened 1 click to the link
  107. 107. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits 135 emails registered 135 emails send 125 emails delivered 30 emails opened 1 click to the link 1
  108. 108. ? 1 000 000 1 000 000 banner views 1 500 banner clicks 1 350 site visits 135 emails registered 135 emails send 125 emails delivered 30 emails opened 1 click to the link 1
  109. 109. ? ?
  110. 110. ? ? x
  111. 111. ? ? 2x x
  112. 112. ? 5x ? 2x x
  113. 113. ? ?
  114. 114. ? ? Register now x
  115. 115. ? ? Register now x Get access 1,5x
  116. 116. ? ? Register now x Get access 1,5x Try for free 2,5x
  117. 117. ? ?
  118. 118. ? ? ? ?
  119. 119. ? ? ? ? ? 2,8M emails $60M funds
  120. 120. ? Principles 1. Split path to the goal into intervals. 2. Get max conversion on every interval. 3. Stop in time (Pareto principle). 4. If it doesn’t help to grow, don’t do it.
  121. 121. ? Rewrite Cancel Rewrite +digital with digital OS
  122. 122. ? Rewrite Cancel Rewrite +digital with digital OS
  123. 123. ? Site Street
  124. 124. ? Site Street ?
  125. 125. ?
  126. 126. ?
  127. 127. ? The installation was successful. Digital OS was installed.
  128. 128. ? The installation was successful. Digital OS was installed.
  129. 129. It’s now safe to turn off your computer.
  130. 130. It’s now safe to turn off your computer.

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