A talk presented by Scott Gray, Head of Planning at Quirk Cape Town for the ITWeb Social Media Summit in August 2012.

1. RELEVANCY
REACH ACTION!
ATTENTION
Scott Gray | Quirk
@thescott

2. Organisations with little digital experience
ask me what the role of digital is.
That's the wrong question. The question
should be "how should our organisation
operate in the 21st Century?”
Phil Dearson
phildearson.com/what-is-digital

3. “TRADITIONAL” MARKETING
UNI-DIRECTIONAL
BRAND  PEOPLE

4. “TRADITIONAL” MARKETING “MODERN-DAY” MARKETING
UNI-DIRECTIONAL OMNI DIRECTIONAL
BRAND  PEOPLE
BRAND  PEOPLE
PEOPLE  PEOPLE

5. PEOPLE PEOPLE

6. Marketers must recognise the networks people
are creating around themselves…

7. … they’re growing
rapidly …

8. 56% of township residents aged 16-35 have
a Facebook account.
Source: ikapadata Mobile Money Survey April 2012

10. … they’re
becoming
increasingly
complex.
Source: inmaps.linkedinlabs.com

11. Marketers must recognise the networks people
are creating around themselves…
(ALL ENABLED BY THE ADVANCEMENT AND PROLIFERATION OF TECHNOLOGY)

12. People and their networks are becoming more
powerful conduits through which brand
messages can travel
(don’t ignore the value of paid and owned media!)
REACH

14. [video removed]

15. With increasingly complex networks forming around us,
greater access to communities of “people like me” is a
reality…

16. THEN (and now)
The very notion of
mainstream is being
EVERYONE EVERYONE ELSE
challenged as people’s
interests start to fragment
and move down the long tail
SOON
FRAGMENTATION
EVERYONE ELSE

17. AKA “I’m cool with
interrupting a few million
folk while they sleep
through my boring ad”
Where a singular message from
brand to audience used to yield
acceptable results,
SOON
the fragmentation of
“mainstream” is a challenge in
terms of being relevant (and to FRAGMENTATION
as many people as before)

18. “Create relevance,
not awareness”
STEVE JOBS
To achieve effective reach, brands need to
identify relevant interest groups and tailor
their communications (and channels) to suit
- silo approach.

19. To achieve effective reach, brands need to
identify relevant interest groups and tailor
their communications (and channels) to suit RELEVANCE
- silo approach.

20. RELEVANCE
BRAND PEOPLE’S
VALUES VALUES
SHARED
VALUES

22. [video removed]

23. Sneakerpedia.com

24. Sealine.co.za

25. With the advancement of technology and social
networks, the way we consume media is
evolving…

26. ON DEMAND

28. >15m
songs

29. >50k radio
stations

30. Add to that the increasing importance of the mobile phone as a
tool to connect humans at negligible cost and connect to the
web with increasing ease

31. The surge in the number of media and
communication channels (read: distractions)
available mean our attention is being directed in
one of an almost infinite number of directions.

32. PRE-DIGITAL start
linear experience
• TV
• Radio
• Print
• Telephone
• Face to face
end

33. DIGITAL ERA
multi-layered experience
• Mobile phone
• Computer
• Web browser
Depth
• TV
• Radio
• Print
• Telephone
• Face to face

34. HUMANS HAVE A FINITE
AMOUNT OF ATTENTION.

35. OUR ATTENTION HAS A PRICE TAG
(Which we trade on worthwhile experiences)
(Relatively speaking)

36. Communication is a trade / exchange…

37. To gain attention, brands need to
create experiences that exceed
the value the audience places on
their attention –
a favourable exchange
ATTENTION

39. [video removed]

40. d

41. [video removed]

43. RUGGAZONE.mobi

44. Having someone’s attention is great, but it’s
what you do with it that counts…

45. If attention is the means,
action is the end.

46. An action (buy, share, create, sms) is what
moves the brand closer to its objectives
ACTION!

47. Defining CLEAR and
ACTIONABLE objectives is
an important first step.

48. Email FB Ads
YouTube
Banners Pre-rolls
Next, develop a
simple user EARNED
MEDIA
journey from
start to end (the
end being the FACEBOOK
desired action).
Download Pay with Complete Sign-Up
Free track a Tweet details tab

49. Basic digital marketing
practices still (and always) AWARE
apply:
CONSIDERING
• Analysis of data
• Ongoing conversion HIGH INTEREST
optimisation (iteration
NITTY GRITTY
and testing)
BUY!

50. “A brand is the sum of a
product’s attributes, its
history, its reputation,
and the way it’s
Finally, the value of a advertised”
brand is held in the mind David Ogilvy
of the consumer.

51. Brands exist in the mind of people.
A positive perception is critical.
EQUITY

52. Measuring sentiment of the conversation is a
valuable indicator of success:
1. Are people talking about us?
2. Is what we’re saying being well received?

54. RELEVANCE REACH ATTENTION ACTION!
Identify relevant Maximise reach Develop Spark action that
interest / cultural within each group communication that links to the
groups and tailor their
through PAID / engages people objectives of the
communications (and
channels) that align OWNED / EARNED communication.
with them and brand channels.
(shared values).
Is our creative /
How far and wide is Did our
channel selection Are we getting the
our message communication
aligned with our attention we need?
spreading? spark action?
audience?
EQUITY
Brands exist in the mind of people. A positive perception is critical.
Did our communication impact positively on the brand’s reputation?

55. RELEVANCY
REACH ACTION!
ATTENTION

56. THANKS!