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Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Authen'c	
  Amplifica'on	
  
or	
  Echo	
  Chamber?	
  
Anne	
  Rayner	
  
TNS	
  
	
  
	
  
18	
  August	
  2016	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Going	
  viral	
  is	
  not	
  
enough	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
3	
  gateways	
  to	
  long	
  term	
  memory	
  
Novelty	
   Emo=on	
   Relevance	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
One	
  of	
  the	
  most	
  viral	
  ads	
  
of	
  the	
  past	
  few	
  years…	
  
	
  
…but	
  is	
  it	
  an	
  effec$ve	
  ad	
  
hFps://www.youtube.com/watch?v=TPKgC8KPBMg	
  	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Not	
  a	
  conversa'on…	
  	
  
and	
  no	
  impact	
  on	
  brand	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Source: http://adage.com/article/special-report-super-bowl/budweiser-pulls-puppies-super-bowl-ad-plans/301384	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Beyond	
  coun'ng	
  
Centralised	
   De-­‐centralised	
  
Hub-­‐and-­‐spoke	
   Spin-­‐off	
   Ecosystem	
   Uncontrolled	
  
IDEAL	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
What	
  about	
  this?	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Also	
  not	
  a	
  conversa'on,	
  for	
  a	
  different	
  
reason	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
We	
  need	
  new	
  insights	
  
from	
  a	
  new	
  lens	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
What	
  can	
  we	
  learn	
  from	
  John	
  Lewis,	
  the	
  
master	
  of	
  engagement?	
  
2015	
  2014	
  
Monty	
  the	
  
Penguin	
  
Man	
  on	
  the	
  
Moon	
  
hFps://www.youtube.com/watch?v=wuz2ILq4UeA	
  	
  hFps://www.youtube.com/watch?v=iPFJAr7GDyk	
  	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Great	
  ads	
  that	
  create	
  long	
  term	
  brand	
  impact	
  	
  
Novelty	
   Emo=on	
   Relevance	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
And	
  an	
  ecosystem	
  that	
  spans	
  online	
  and	
  
offline	
  
2015	
  2014	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
The	
  echo	
  chamber	
  
hFps://www.youtube.com/watch?v=kuRn2S7iPNU	
  	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Achieving	
  authen'city	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Targe'ng	
  communi'es,	
  not	
  influencers	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
@BundabergRum	
  
#Queenslander	
  
#Legendary	
  
Cricket	
  community	
  
Bundaberg	
  Rum	
  made	
  progress,	
  but	
  not	
  
quite	
  there	
  yet	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
What	
  has	
  Bundaberg	
  Rum	
  learnt?	
  
#legendary	
  
Very	
  strong	
  campaign	
  idea,	
  tapping	
  
into	
  authen=c	
  social	
  language	
  
A	
  very	
  shareable	
  iden=ty	
  
Communi=es	
  emerge	
  which	
  can	
  
amplify	
  if	
  linked	
  to	
  the	
  campaign	
  
Cricket	
  community	
  
	
  
	
  
Resource	
  and	
  plan	
  to	
  respond	
  to	
  
events	
  and	
  trends	
  
Allan	
  Border	
  medal	
  
	
  
	
  
#queenslander	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Crea'ng	
  Authen'c	
  Amplifica'on	
  
Going	
  viral	
  is	
  not	
  enough	
  
Amplifica=on	
  via	
  engagement,	
  not	
  through	
  
shou=ng	
  louder	
  
Target	
  communi=es	
  not	
  just	
  influencers	
  
	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Thank	
  You!	
  
	
  
	
  
Anne.rayner@tnsglobal.com	
  
@annefrayner	
  	
  
Authen'c	
  Amplifica'on	
  or	
  Echo	
  Chamber	
  –	
  Agility,	
  Automa'on	
  and	
  AI	
  
Anne	
  Rayner,	
  TNS,	
  2016	
  
Anne	
  Rayner	
  
TNS	
  
Q	
  &	
  A	
  
Sue	
  York	
  
The	
  Handbook	
  of	
  
Mobile	
  Market	
  Research	
  

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Anne Rayner AAA 2016

  • 1. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Authen'c  Amplifica'on   or  Echo  Chamber?   Anne  Rayner   TNS       18  August  2016  
  • 2. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Going  viral  is  not   enough  
  • 3. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   3  gateways  to  long  term  memory   Novelty   Emo=on   Relevance  
  • 4. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   One  of  the  most  viral  ads   of  the  past  few  years…     …but  is  it  an  effec$ve  ad   hFps://www.youtube.com/watch?v=TPKgC8KPBMg    
  • 5. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Not  a  conversa'on…     and  no  impact  on  brand  
  • 6. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Source: http://adage.com/article/special-report-super-bowl/budweiser-pulls-puppies-super-bowl-ad-plans/301384  
  • 7. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Beyond  coun'ng   Centralised   De-­‐centralised   Hub-­‐and-­‐spoke   Spin-­‐off   Ecosystem   Uncontrolled   IDEAL  
  • 8. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   What  about  this?  
  • 9. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Also  not  a  conversa'on,  for  a  different   reason  
  • 10. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   We  need  new  insights   from  a  new  lens  
  • 11. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   What  can  we  learn  from  John  Lewis,  the   master  of  engagement?   2015  2014   Monty  the   Penguin   Man  on  the   Moon   hFps://www.youtube.com/watch?v=wuz2ILq4UeA    hFps://www.youtube.com/watch?v=iPFJAr7GDyk    
  • 12. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Great  ads  that  create  long  term  brand  impact     Novelty   Emo=on   Relevance  
  • 13. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   And  an  ecosystem  that  spans  online  and   offline   2015  2014  
  • 14. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   The  echo  chamber   hFps://www.youtube.com/watch?v=kuRn2S7iPNU    
  • 15. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Achieving  authen'city  
  • 16. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Targe'ng  communi'es,  not  influencers  
  • 17. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   @BundabergRum   #Queenslander   #Legendary   Cricket  community   Bundaberg  Rum  made  progress,  but  not   quite  there  yet  
  • 18. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   What  has  Bundaberg  Rum  learnt?   #legendary   Very  strong  campaign  idea,  tapping   into  authen=c  social  language   A  very  shareable  iden=ty   Communi=es  emerge  which  can   amplify  if  linked  to  the  campaign   Cricket  community       Resource  and  plan  to  respond  to   events  and  trends   Allan  Border  medal       #queenslander  
  • 19. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Crea'ng  Authen'c  Amplifica'on   Going  viral  is  not  enough   Amplifica=on  via  engagement,  not  through   shou=ng  louder   Target  communi=es  not  just  influencers    
  • 20. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Thank  You!       Anne.rayner@tnsglobal.com   @annefrayner    
  • 21. Authen'c  Amplifica'on  or  Echo  Chamber  –  Agility,  Automa'on  and  AI   Anne  Rayner,  TNS,  2016   Anne  Rayner   TNS   Q  &  A   Sue  York   The  Handbook  of   Mobile  Market  Research