Digital Storytelling- The Art of Interaction and Story discusses how smartphones have become the preferred way for new customers to find out about brands and events. It notes that with 78% smartphone penetration in the UK, people can begin interacting with brands from anywhere. The document discusses how brands should think of smartphones as distribution channels like TV and how there is value in user-generated content shared on social media. It also covers some of the side effects of social media use, like decreased ability to concentrate and remember information as people rely more on technology to provide answers.
Created by Jeff Hilimire (@jeffhilimire), Chief Digital Officer at Engauge - very similar to the "What the hell is Twitter?" presentation. Delivered at the Lift Conference in Atlanta on 9/15/09 and tweaked for its audience. For more go to www.jeffhilimire.com.
On Brands, Technology and Feelings.
(20)12 Things to think about:
1. CAN WE BET SMALL AND WIN BIG?
2. WHAT WILL BE THE NEXT BIG THING?
3. CAN WE PREDICT THE FUTURE?
4. WHERE DO WE LOOK FOR INSPIRATION?
5. CAN THE BRAND BE THE CURATOR?
6. HOW IMPORTANT IS THE PRODUCT?
7. WHICH CHANNEL IS THE BEST?
8.. WHAT IS HAPPENING IN THE MARKET?
9. WHAT IS A VIRAL?
10. WHAT IS GOOD CONTENT?
11. IS THERE A KEY TO INNOVATION?
12. HOW BIG ARE THE POSSIBILITIES?
Created by Jeff Hilimire (@jeffhilimire), Chief Digital Officer at Engauge - very similar to the "What the hell is Twitter?" presentation. Delivered at the Lift Conference in Atlanta on 9/15/09 and tweaked for its audience. For more go to www.jeffhilimire.com.
On Brands, Technology and Feelings.
(20)12 Things to think about:
1. CAN WE BET SMALL AND WIN BIG?
2. WHAT WILL BE THE NEXT BIG THING?
3. CAN WE PREDICT THE FUTURE?
4. WHERE DO WE LOOK FOR INSPIRATION?
5. CAN THE BRAND BE THE CURATOR?
6. HOW IMPORTANT IS THE PRODUCT?
7. WHICH CHANNEL IS THE BEST?
8.. WHAT IS HAPPENING IN THE MARKET?
9. WHAT IS A VIRAL?
10. WHAT IS GOOD CONTENT?
11. IS THERE A KEY TO INNOVATION?
12. HOW BIG ARE THE POSSIBILITIES?
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
(20)11 things to think about for brands and marketers.
What will be the next big thing? Will it be anything like the last big thing? Can we be inspired by what the big things have in common?
10 things you need to know this week (w/c 14th May 2018)Damian Radcliffe
Journalism student wins Pulitzer, Israel, Brands and Alexa, Quoting Enough Women, Microsoft's new $22,000 mega-tablet, Instagram addiction, Charlie Rose and #MeToo, Facebook's “Bad” Content Report, Staged Lambos, Google News' plans to pop your filter bubble
Digital Now Australia 2010
Jonathan Sinton's Presentation from the DNA10 Sydney/Melbourne event
How well do you know your digital audience? Do you know what they're saying about your product or organisation online? Does your digital strategy hit the mark?
TNS will present extracts from a new, landmark study called Digital Life, the largest and most comprehensive review of the global digital consumer ever undertaken. Conducted in 46 countries around the world, the study offers vital insights into what your customers are doing online, why, and what will they do more of in the future.
Digital Life introduces a new framework for understanding the different types of consumer archetypes in Australia. TNS will discuss how each archetype behaves differently, what motivates them and how brands have been able to connect more deeply with them.
You will also come away with insight into how these digital archetypes align with major Australian and International brands and how you can profile these archetypes within your own category.
Foreward from David Meerman Scott's Second Edition of The New Rules of Marketing & PR - available from Amazon.com and bokstores worldwide - grab a copy to change the way you think about social media & also find me on page 40 & 41
Turdy Brown Trousers | B2B Marketing Conference - Scot McKeeBirddogB2B
Keynote presentation given by Scot McKee, Managing Director, Birddog at the 'Accelerate' B2B Marketing Conference 2011.
McKee explains how conservative and traditional B2B brand communications are failing, while the opportunities for digital marketing and social media development are huge. The original presentation included a live demonstration of Twitter audience engagement for business. The results of the demonstration, the video and an audio podcast are available at: http://bit.ly/vzuvpD
McKee's books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks
Scot McKee is a B2B Brand Consultant with over 25 years, and founder and Managing Director of Birddog, the multi-award winning B2B brand and digital marketing agency.
Read Scot's presentation from Oi15!
Why you should invest in Facebook stock, pre-IPO.
If you're interested, join my Facebook Page!
http://www.facebook.com/pages/Buying-FcBk-stock/309607049054426
The Dark Side of Social Media: It's Time to Take Tech Back by Brian Solis, SX...Brian Solis
"We're at a digital and human crossroads," according to Brian Solis, a digital analyst, anthropologist, and best-selling author. As an early geek apologist of Web 2.0 and social media, Solis saw digital Darwinism as a forcing function of humanity. Now he believes we have unwittingly become the problem we were trying to solve.
After studying technology's evolution, the effects on business and society are undeniable - we f'd up. But it's not all our fault.
By design, social media and personal devices were meant to suck us in. But, there were also unforeseen consequences as a result. We fell to the dark side.
In this rousing and personal anthology, Brian (an eternal optimist) will share the history of how the disrupters became the devils and the opportunities for us to resurrect our idealism.
(20)11 things to think about for brands and marketers.
What will be the next big thing? Will it be anything like the last big thing? Can we be inspired by what the big things have in common?
10 things you need to know this week (w/c 14th May 2018)Damian Radcliffe
Journalism student wins Pulitzer, Israel, Brands and Alexa, Quoting Enough Women, Microsoft's new $22,000 mega-tablet, Instagram addiction, Charlie Rose and #MeToo, Facebook's “Bad” Content Report, Staged Lambos, Google News' plans to pop your filter bubble
Digital Now Australia 2010
Jonathan Sinton's Presentation from the DNA10 Sydney/Melbourne event
How well do you know your digital audience? Do you know what they're saying about your product or organisation online? Does your digital strategy hit the mark?
TNS will present extracts from a new, landmark study called Digital Life, the largest and most comprehensive review of the global digital consumer ever undertaken. Conducted in 46 countries around the world, the study offers vital insights into what your customers are doing online, why, and what will they do more of in the future.
Digital Life introduces a new framework for understanding the different types of consumer archetypes in Australia. TNS will discuss how each archetype behaves differently, what motivates them and how brands have been able to connect more deeply with them.
You will also come away with insight into how these digital archetypes align with major Australian and International brands and how you can profile these archetypes within your own category.
Foreward from David Meerman Scott's Second Edition of The New Rules of Marketing & PR - available from Amazon.com and bokstores worldwide - grab a copy to change the way you think about social media & also find me on page 40 & 41
Turdy Brown Trousers | B2B Marketing Conference - Scot McKeeBirddogB2B
Keynote presentation given by Scot McKee, Managing Director, Birddog at the 'Accelerate' B2B Marketing Conference 2011.
McKee explains how conservative and traditional B2B brand communications are failing, while the opportunities for digital marketing and social media development are huge. The original presentation included a live demonstration of Twitter audience engagement for business. The results of the demonstration, the video and an audio podcast are available at: http://bit.ly/vzuvpD
McKee's books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks
Scot McKee is a B2B Brand Consultant with over 25 years, and founder and Managing Director of Birddog, the multi-award winning B2B brand and digital marketing agency.
Read Scot's presentation from Oi15!
Why you should invest in Facebook stock, pre-IPO.
If you're interested, join my Facebook Page!
http://www.facebook.com/pages/Buying-FcBk-stock/309607049054426
Outline of a talk given at the Beijing Culture and Languages University Forum, December 2014 which briefly discusses the context, content and source of John Locke's notes on China.
We are connected to others more than ever. It has more impact on the way everything revolves around. This document is my quest to address few possibilities in the future.
Curiosity Stop Special: Techcrunch Disrupt 2016We Are Social
Techcrunch Disrupt is where some of the world’s most game-changing technologies and tech innovations are first revealed. Didn’t get a chance to go? Fear not. We've identified six of the most interesting themes and talks from this year to keep you in the know of what’s going to be big over the coming months.
This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.
Each year we embark on a trip to VidCon, where we get a pulse of what's happening in the zeitgeist and connect with talented creators, and impressive brands alike. Here are five tangible takeaways from TikTok to LinkedIn and what it means for you.
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
Ben Tyson, Head of Strategy at BORN SOCIAL, breaks down ten of the most important trends for social media in 2014.
Spotted trends that we've missed? Tweet us @bebornsocial and let us know where we went wrong!
This report sums up what we think will be the key digital trends in 2017 when it comes to #tech #innovation #culture & #communication. The report was presented at a breakfast seminar in Stockholm, December 2016.
How to put together a strategic plan for social media - made for the Exhibition and Event Association of Australasia (EEAA) industry day. Features Australian social media statistics, a step-by-step plan and some philosophy.
Similar to ENCATC Digital Storytelling Masterclass (20)
This guide is produced free by the Institute of Creative and Cultural Entrepreneurship. It is for Artists, Start-ups, Charities and Cultural Entrepreneurs. It offers a powerful and unique human perspective on digital marketing and the power of social media.
Goldsmiths Social Media Markting Course - 9th Nov - Discovering the essence of each social network by looking at the words of their CEO's. More details at: http://www.gold.ac.uk/short-courses/social-media-marketing/
http://www.christopherhogg.net
Slides from a lecture at Goldsmiths looking at the change in online identity. Asking whether we can be more playful with our social media engagements. Also notes on analysing how 'Human' social media output is from Arts Organisations in the UK.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
2. Bring you will have an appreciation of how
story and narrative work
Understand your digital identity.
Understand the concept of story-doing
Understand what keeps a brand narrative
working in small fragments
By the end you will
3. In the last 24 months this has
happened.
• Smartphone penetration is now at 78%(UK).
• Mobile and Tablet is the preferred way for new
customers to find out about new
brands/Events/Ideas.
• People can begin a journey with you from
anywhere.
• Smart phones are the hub of people’s lives. They
want stories they can interract with because they
are at the centre.
4. Owned Media, Bought Media, and Earned Media
Think of Smartphones as your BBC 1, BBC 2, ITV
– a device that you can distribute content on.
There is great value in what is shared. Facebook
and Twitter don’t make you pay for it.
Smartphones & Sharing
5. I wanted to see how
I had changed
because of my use
of smartphones, and
the best way to do
that was to go back
just 7 years.
The golden age of mobile phones
7. Less able to remember information as we crowd
source answers from friends and Google.
We are less able to concentrate if we know we
have a message on our phones.
Often what we think of as multi-tasking is in fact
just task switching.
Distraction is hindering our ability to process
memories and store them long term. (Long term
effect unknown)
(Don’t worry this has happened before)
Some side effects
Your logo here
8. This happened in the last week!
Facebook’s results – now over a billion daily active users, 78% of
ad revenue from mobile
http://investor.fb.com/releasedetail.cfm?ReleaseID=940609
Facebook’s now generating 8bn video views a day (it’s doubled
since April)
http://techcrunch.com/2015/11/04/facebook-video-views/#.utqin1:3hRD
BBC launches a paid download store for recent and old shows (UK
only
http://www.wired.co.uk/news/archive/2015-11/05/bbc-store
Amazon opens a physical store in the US
http://www.geekwire.com/2015/its-official-amazon-is-opening-its-first-
ever-bookstore-in-seattle/
12. Timeline Attention Span
• Which Social Network has the
longest attention span half-life?
a)Facebook
b)Twitter
c)Direct Links via Messenger
d)Youtube
15. Your logo here
We tend to live in the
distracted present, where the
forces of the periphery are
magnified and those of in front
of us ignored. Our ability to
create, plan, much less follow
through on, is undermined by
our need to be able to
improvise our way through any
number of infernal impacts
that stand to derail us at any
moment.
Douglas Rushkoff
Present Shock
16. Narrative Collapse
There is no society doesn’t tell
stories.
Storytelling is how we transmit
value, it has a cultural use.
It creates context. It is
comforting and orienting. It
helps smooth out obstacles
and impediments by recasting
them as bumps along the road
to some better place.
But
How do we tell stories and
convey values without the time
required to tell a linear story?
17. Create a character
Put them in danger
Heighten tension unbearably
Release tension (with a product).
Traditional Narrative Technique
Your logo here
19. Your logo here
Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change TV
channels?
23. Public and Private are blurred in Social Media.
DAVID: @davidRathband. 3016 Tweets. 319
Following. 11042 Followers. Sad to announce
Mrs R has called time on our marriage.
Separation permanent.
KATH: @KathRathband. 2754 Tweets. 605
Following. 1228 followers. Slight inaccuracy in
the tweet by @pcdavidrathband – He left us
and refuses to come home. #TheTruthWillOut
25. Personal Data
Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.
26. Most data companies see people like this. They are
interested in great and profitable migrations of wallets.
They only really see computers – they don’t see the people
31. We are all changing.
With our new
knowledge of Social
networking, comes
a desire to
understand the
value of the types of
our new social
relationships.
How much can we
trust these
technologies?
How much do we
trust the people
within our networks
Also how much do
we trust our
governments.
37. Everyone has at least two identities.
We have a work identity and and home one.
When it comes to our own digital brand it is
helpful to try and bring these persona’s
together.
What is your personal brand
38. Write down the roles that you have in your life.
Father, brother, entrepreneur, writer, sometimes
a teacher.
Choose at least 6.
What excites you about each of these roles?
Come up with a 8 word sentence to describe
yourself.
e.g – 101 Dalmatians - Spotted puppies avoid
futures as fur coat components.
Exercise
39. Look at your roles.
Look at your partners, potential customers,
stakeholders.
Look at what their job is . Define it.
What are their biggest problems.
What are they trying to do?
How can you help them as individuals?
How can you make their pains go away, how
can you help them grow?
Pains and Gains.
47. Fragments are often de-
contextualised. You don’t
know what came before of
after.
You have to build context
– You have to create a
sense of satisfaction in
non narrative means.
How do you rebuild
context and narrative?
You provide the trust &
Authenticity by sharing.
Fragments & Authenticity
48. You need less contracts.
Important when you can’t monitor your
employees work.
Trust is especially needed in the creative
industries.
Litigation Is less frequent.
Less resources to protecting yourself. Tax,
Insurance, bribes or private security.
Low trust discourages innovation. More time to
dealing with bad employees, partners etc
Trust is the Glue of Stories in
Social Media.
Your logo here
49. (Arrow 1972) – Economic actions that require
some agents to rely on the future action of
others are accomplished at lower costs in
higher trust environments.
“Virtually every commercial transaction has
within itself an element of trust, certainly every
transaction conducted over a period of time.”
Much economic backwardness in the world can
be explained by the lack of mutual confidence.
What trust makes possible.
Your logo here
51. Exercise
Fill in the time line completely. (25mins)
Once you have finished. Choose one of the
metaphorical images and use it as the title
for a 5 minute piece of automatic writing.
You are not allowed to let your hand stop
moving during these 3 minutes.
Write about a project you are interested in
developing.
52. How you put the fragments back together.
Instagram page
Facebook friends day.
Snapchat Stories
Social Media Storytelling is….
53. You have a story.
The story defines an ambition beyond commercial
aspiration.
Your story defines a clear enemy.
Doing
The story is being used to drive action throughout
the company.(e.g a play at the beginning of the
year)
You have defined a few iconic, transformative
actions to focus on.
People outside the company are engaging with and
participating in the story.
Storydoing
54. Persiscope
Facbook Live
People take their phones everywhere. Us e
this.
Story Doing is a live thing
57. The Best Digital Storytelling
http://www.sbs.com.au/hiroshima/
http://www.theguardian.com/world/interactive
/2013/may/26/firestorm-bushfire-dunalley-
holmes-family
http://bear71.nfb.ca/#/bear71
59. Taking control of the fragments
The sip pitch. – It is the pitch you can do
whilst someone is taking a sip of their drink.
A sip pitch is always the answer to the
question about what you do. Or what your
project is.
So what do you do......
Oh me? I ……….
It it a good sip pitch it will be intriguing
enough to illicit another question.
66. New Data tools
Twitter is the most open with Data
In groups of three investigate the following tools and be prepared to report
back to the group about what they do and why they might be valuable.
Group 1. - http://nuzzel.com
Group 2. - http://lissted.com
Group 3. http://www.ritetag.com
Group 4 http://discovery.affinio.com/
Group 5 http://bluenod.com
How could these tools help in the launch of Coffee Club?
70. Aims of today are…
1. To understand the relationship between data and
creativity in modern digital advertising.
2. To understand different types of data and how it is
used in digital advertising.
3. Show some megatrends.
4. Understand the differences of earned, owned and
bought media.
5. To understand models of video distribution
5. Case Study Time
72. Fork in the road
Data
Creativity
One way to look Media Agencies as
Google re-sellers.
73. Personal Data
Your logo here
Fitbit, Garmin, and Nike—say they don't sell personally identifiable
information collected from fitness devices. But privacy advocates warn that
the policies of these firms could allow them to sell data, if they ever choose
to do so.
75. To make sure your ad gets to the right person.
To measure how engaging the ad was.
To try and re-target you to buy stuff.
To try and find more of you.
To optimIn digital advertising, data is used
in three basic ways.
ise campaigns in real time.
76. Think of engagement data as the chemical
reaction between the viewer, the viewability of
the ad, the offer, and how busy that person was
at the time.
83. An example of how data is used.
Your logo here
The chance of an Web user clicking on an ad and
going straight to the purchase page is about as
likely as a pedestrian hailing a taxi and asking the
driver to take him or her directly to the place
advertised on the side of the cab – VERY SMALL.
It is more likely the user will make
a note and visit later. Online,
you can measure exactly this:
the branding effect.
84. Your logo here
User Sees a banner, remembers it,
but DOES NOT CLICK
Adserver sets a cookie set in
internet browser
Goes to site within 90
days and buys
something
User Gets another
cookie set in
browser
Cookie sent back
To adserver / agency
Events
Correlated
Post Click and Post View
85. What happens when you clear your cookies?
Have you assessed how visible you are?
Here’s how free and easy Twitter is with
Data.
Followerwonk
Privacy - What do you do?
Your logo here
86. Privacy & Social Media
You lose your rights to the content that you post.
There is no choice, or nothing could be shared.
Twitter is not liable for anything that is shared.
Social Media also use Cookie Data. To try and
make advertising effective. Twitter scan
conversations for key-words, as does FB.
Use of data in marketing is quite benign.
87. To find which creative is working.
To find which sites worked.
To find which times worked best.
Optimise campaigns in real time.
To stop wasted money.
The internet is an ever expanding canvass – there is little
choice.
Real-time Optimisation.
Your logo here
88. Owned Media, Bought Media, and Earned Media
Think of Smartphones as your BBC 1, BBC 2, ITV
– a device that you can distribute content on.
There is great value in what is shared. Facebook
and Twitter don’t make you pay for it.
Smartphones & Sharing
90. Here are the main providers of
data in digital marketing
Your logo here
91. Types of Targeting
When using an ad server
Site
Date
Time
Browser
Connection
Speed
Operating System
IP address
Frequency Capping
Internet Service Provider
Geo-IP
Key-word and key value
Cookie-targeting
Re-targeting
Optimisation Engines
S
T
A
N
D
A
R
D
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Surround sessions
Contextual
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Audience Segmentation
Tastes and interests
101. Interactivity – Click Here!
Measurability – especially ROI calculations
Targetability - Like never before.
Flexibility – defining trait.
What defines Digital Marketing
from other forms of advertising?
Your logo here
103. Your logo here
Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change channels?
104. Old broadcast model is broken
The consumer is in control; interruption just doesn't
work any more.
Brands that are not relevant will be ignored.
Brands need to create situations where people seek to
spend time with them.
Keywords: explore, learn, share, question and play.
Agencies create this time’.
By the end of 2007, the forecast is that 50% of all
media consumed shall be digital
Marketing 10 years ago – What is still true?
Your logo here
105. The consumer is no longer captive – they
are a constantly moving target. Escape from
ads is easy.
Hence the use of data. With second
screening, linear narrative structure is
completely changed.
Is narrative is more like a computer game.
What’s different? Smartphones.
Your logo here
106. In the last 24 months this has happened.
• Smartphone penetration is now at 75%.
• Mobile and Tablet is the preferred way for new customers to
find out about new brands.
• People can begin a journey with you from anywhere.
• They are an accessible way to distribution tools for your ideas
and content.
• Smarthpones are Newspapers where people curate their own
news.
• Facebook and Twitter Own this space. 86% of our time mobile
time is spent via apps and not mobile web.
107. If the ad before the video content was 6
seconds people watched the content.
If it was 7 seconds people didn’t take a risk
on the content.
They didn’t take the risk of bad content.
Fragments & Youtube Rule
Your logo here
108. One of these models is very profitable for media agencies, one
isn’t.
109. Goldsmiths Video Fragment
A small video advertising Case
Study
Your logo here
114. Video engagement can mean a hundred
different things: watching the ad, watching
part of it, starting the ad, clicking on the ad,
finishing the ad,
Read more:
http://insights.wired.com/profiles/blogs/how-
to-measure-engagement-for-online-
video#ixzz3rp7G3RaV
Video Engagement
Your logo here
What’s your story?
Describe yourself in 6 words or less.
Everything is connected.
The Pixar Theory that all of the Pixar movies actually exist within the same universe.
http://www.pixartheory.com/ - demo of connections
Everything is connected
So how do you start taking back the power of your brand in order to tell your brand story?
You start by looking for patterns and realising that everything is connected. Everything you are, everything you do and everything you say.
All the world’s a stage
Session 1: Who am I? 15 minutes
Most of us (and this applies to businesses as well) are trying to manage at least two personalities. Who we are in our professional context and who are we in our social context?
There is only one version of you. The more you fight to keep them separate the more fragmented you become, the more energy you use and the less time you spend being who you are really meant to be.
We tend to wear masks. There are lots of different psychological and sociological theories about why masking but I’m quite interested in the concept of Dramaturgy, the theory that we wear different character and or social masks depending on the audience, situation, and or view of the theatre of life that we are currently performing in.
But is that authentic and what does that do to the story we are trying to tell about ourselves and our personal brands? Do we push out narratives rather than have or be open to have dialogue and real connections?
Now I’m going to ask you to strip that back and hold a mirror up to yourselves for a moment. Look at the person behind those different masks and see what patterns see and can you make any connections?
What character, identity or masks do we wear?
What excites us but those different masks or identities?
I’d like you to take 8 pieces of paper and on the top of each write down what role you currently play (personally or professionally) e.g. Mother, Daughter, Entrepreneur….(2 mins)
When you have written all 8, go back to the first piece of paper and now write underneath, what excites you about that role.
Now I want you to rank those pieces of paper in order of importance to you where you are now in your life/ career. Don’t worry the order can change but this is about you in the NOW.
Now looking at your top 3, find a partner and have a short discussion about each of those roles and there reason they excite you.
Ask for some to share with the group and reflect on any personal revelations/ surprises.