Embracing The Frenemy (but Not Too Much) Aidan Mccullen, Director Of Digital And Innovation, Communicorp

3. Embracing the
Frenemy

4. frenemy
noun
one who pretends to be
a friend but is actually
an enemy

5. Know
thy
Frenemy

12. Monologue

13. Dialogue

14. Trialogue

15. Advertising
Solution

19. Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Entries On-Air Social Display

20. Spin 1038 Social Referrals
42%
70%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15

27. Less Space on Newsfeed
Less Attention
Less tolerance for
irrelevant content
More content
More publishers
More people sharing

28. For Social Networks

32. The world’s largest
accommodation
provider, owns no
real estate
The world’s largest taxi
company, owns no vehicles
The world’s most popular
media owner, creates no
content

36. U.S.
International
-
10
20
30
40
50
60
70
Q1 2012 Q1 2013 Q1 2014 Q1 2015
Millions
Source: Netflix
Netflix Subscribers (Global)

39. Linkedin:
The World's Largest
Personalised
Business Publication

41. Facebook Instant

42. The World's Largest
Personalised
Newspaper

43. For Publishers

46. “Wise men speak because
they have something to say;
fools because they have to
say something.”
(Plato)

48. Front Door

49. Rather Than

50. Occasional
Hit

51. Consistency

52. “focus […] means saying no
to the hundred other good
ideas that there are. You
have to pick carefully.”
(Steve Jobs)

60. The 4 R’s
• Right Customer
• Right Message
• Right Channel
• Right Time

61. Embrace The Frenemy