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Mad Men Intent drivenContent drivenControlled message Open conversationAdvertising Push Messaging driven by age gender race income geography
Publicists and spin doctors Intent drivenContent drivenControlled message Open conversationAdvertising Public Relations Content-driven Push Messaging via intermediary driven by age news gender trends race information income education geography entertainment
Social | digital Intent drivenContent drivenControlled message Open conversationAdvertising Public Relations Social Media Content-driven User query Push Messaging via intermediary driven by driven by age news need gender trends desire race information passion income education whim geography entertainment curiosity
Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others
Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Destination Filtered through: User chooses destination based on: - Trusted web - Content - Google | Bing-Yahoo! | Naver | - Credibility Baidu - Trust - Vertical search - Site search
Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Interaction Filtered through: - With other users - Trusted web - Google | Bing-Yahoo! | Naver | - Brands Baidu - Organisations - Vertical search - Site search Destination User chooses destination based on: - Content - Credibility - Trust
No longer about message broadcast,but dialogue and intent interception
What do we need to know• How do we fit into our audience’s lives?
What do we need to know• How do we fit into our audience’s lives?• Where will they go to find us?
What do we need to know• How do we fit into our audience’s lives?• Where will they go to find us?• How do we set our stall out so that they’ll be interested
What do we need to know• How do we fit into our audience’s lives?• Where will they go to find us?• How do we set our stall out so that they’ll be interested• How do we get our hands on their money?
Channels (or where can I be useful?)• Image library • Search• Archives • Social bookmarks• Location details • RSS feeds• Advice • Flickr• Research • Video• Local or expert knowledge • Blogs• Entertainment • Social networks • Q&A sites • Twitter • Google Maps • Where 2.0
What does success look like?• Benchmark Lay of the land, set campaign goals• Ongoing Optimise campaign, measurement spot opportunities• RoE (return-on- Flaunt our engagement) awesomeness
Help them help themselves free “I wasn’t expecting such a culture shock vouchers inside on e Issue2 0 1 1 Feb everything is completely different. I don’t even know which toothpaste to go for.” se Happy Chine “It took me a while to get my New Year Team head around buying things over from the GB the internet and making the payment on line was completely new to me. It’s something that is just taking off in China.”
Where 2.0• Mashing up web • Being able to reach the technology with customer at the right location information time, the right place – Google Earth with the right – Flickr maps information – Foursquare | Gowalla | – Advertising moves from Scvngr being selling to useful – GroupOn information – Requires balance – Utility for customer – Reward for their attention – Privacy respected
Forces of disruption• Culture / politics clash• Getting the best law that money can buy: ACTA, The Digital Economy • Impermanence Act• Privacy • Margins in the long tail• Technology moves • Most music masters won’t be faster than business remastered for online distribution models • Badvocacy• Media sector• Medicine • Fatigue• Rapid development• Web as a platform and OSS reduces development costs and times considerably• Start-up on a credit card - Trumours
Five ways to use this all to youradvantage• Own your neighbourhood• Scratch an itch• Think about the stitching• How can you reduce the buyer’s risk• Get out from behind your Mac
People matter, objects don’tthat’s all you need to know about socialmedia – Hugh MacLeod
Never write an advertisement which youwouldn’t want your own family to read. Youwouldn’t tell lies to your own wife. Don’t tellthem to mine.Do as you would bedone by – David Ogilvy
All of us who professionally use the massmedia are the shapers of society. We canvulgarise society. We can brutalise it.Or we can help lift itonto a higher level. – BillBernbach
LinksPlanning Tools Academic Research• http://www.forrester.com/empowered/tools.html • Meeyoung Cha – The million follower fallacy: http://• http://www.google.com/adplanner an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf• http://www.klout.com • danah boyd’s publications: http://www.danah.org/papers/• http://www.compete.com • Fifteen-minutes of fame: The Dynamics of Information Access• http://www.socialmention.com on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, BResearch information Racz, I Szakadat and A Barabasi (Notre Dame University):• http://pewresearch.org/ http://www.nd.edu/~networks/• http://pewinternet.org/ HumanDynamics_20Oct05/0505087.pdf• http://www.ofcom.org.uk/cmr • Digital Natives Programme by Berkman Center for Internet &• http://royal.pingdom.com Society at Harvard Law School: http://www.digitalnative.org/Reading Professional Bodies• http://www.out-law.com • IPA: http://www.ipa.co.uk• http://econsultancy.com/blog • WOMMA: http://www.wommauk.org• http://www.crowdsurfing.net/ • IAB: http://www.iabuk.net• http://www.wikinomics.com/blog/ Legal + Regulatory• http://www.micropersuasion.com/ • ASA: http://asa.org.uk/• http://renaissancechambara.jp/ • Consumer Protection from Unfair Trading Regulations 2008: http://www.legislation.gov.uk/uksi/2008/1277/pdfs/• http://mashable.com/ uksi_20081277_en.pdf• http://www.speedcommunications.com/blogs/wadds/
Presented I pulled together with Robin Dhara for ECCA at University of Arts, London - London College of Communications.