The Dubs Internet Show Presentation

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Speaker presentation at The Internet Show - May, 2011

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  • http://www.youtube.com/watch?v=gNxqaKJik8g
  • The Dubs Internet Show Presentation

    1. 1. Story telling<br />Why brands need to start telling a story to engage consumers <br />Josh Frith – Managing Director<br />4th May 2011<br />
    2. 2. Traditional Vs Social Media<br />
    3. 3. Let’s call a spade a spade ...<br />
    4. 4. Traditional branding & marketing is about controlling the customer<br />
    5. 5. But social media is about relationships<br />Whatever they may be...<br />
    6. 6. Put the two together and you have ...<br />…a controlling relationship<br />
    7. 7. Let’s park that thought for now ...<br />
    8. 8. To get reach brands go above the line<br />Because they hope like hell for uplift<br />
    9. 9. But why is the audience watching TV?<br />
    10. 10. It’s not to watch a brand’s ad is it.<br />
    11. 11. People are watching content they like, love & interests them.<br />Or at least kills time ...<br />
    12. 12. “Modern marketing embraces the convergence of entertainment, media and brands.”<br />“We’re going to have to make our brands much more media properties in their own right, we…have to connect much more with content and make our brands more relevant.”<br />Keith Weed, CMO, Unilever<br />
    13. 13. How to craft social content<br />
    14. 14. Social Content - some do’s & don’ts <br />Use a simple concept – it’s easily understood<br />Don’t get complex – too many moving parts <br />Be authentic – people like genuine <br />Don’t be contrived – it reeks of false campaign <br />Create content relevant to your customer base <br />Don’t get off brand. It may be popular, but do they buy <br />Think long-tail content<br />Don’t think short-term campaign <br />For example…<br />
    15. 15. Click to watch Google’s Parisian love<br />
    16. 16. Create a story arc & content calendar<br /><ul><li>Work out your brand story
    17. 17. Keep it simple & authentic
    18. 18. Work out your video content, sequence and timings
    19. 19. Write up your micro editorial teasers
    20. 20. Time-line your editorial & video content calendar</li></ul>But ....<br /><ul><li>Be ready to respond to audience comments</li></li></ul><li>Post ‘buzz’ content<br />Audience interaction<br />Main ‘hero’ content<br />Initial teaser content<br />
    21. 21.
    22. 22. Create an audience<br />
    23. 23.
    24. 24. Go find your audience<br /><ul><li>Don’t expect them to come to you
    25. 25. Do your research and go find them – they are out there in their droves
    26. 26. Give them content that is relevant to them and pull them back to you</li></li></ul><li>Seeded content into 3rd party audience groups<br />
    27. 27.
    28. 28. Thank You<br />josh.frith@thedubs.com<br />+61 (0)416 221 900<br />

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