1. So what’s happening?
A presentation by Five by Five

2. We used to work like this
Hello in there!
Is that the website people?

3. In other words, we started with a great advertising idea
and shoe horned it into other channels

4. Which worked ok but it wasn’t as great
as it could have been

5. ...but then!

6. ...the world went social

7. and brands did too*
*The good ones always were

8. But now people expect more from brands

9. They want things that are cool like location based check ins.

10. They want things that are cool like AR

11. They want interaction with brands
KLM
Biotherm

12. R.A.K 101
• Be genuine. R.A.K. should demonstrate a brand’s attitude,
• Be personal,
• Be compassionate,
• Make it shareable.
• Be generous.
• Have meaning and purpose.
• Get real.
• Don’t intrude, or be pushy, or sell.
• Don’t make R.A.K. too frequent.

13. And they want it fast

14. Engaging content isn’t enough
• 40% = To re
ce ive discounts a
nd promotions
• 39% = To s
how my suppo
rt of the comp
• 36% = To g any to others
et a freebie suc
h as free samp
• 34% = To s les or coupons
tay informed a
bout the comp
• 33% = To g any’s activities
et updates abo
ut future produ
• 30% = To g cts
et updates abo
ut future sales
• 29% = For fu
n or entertainm
ent
• 25% = To g
et access to ex
clusive conten
• 22% = Som t
eone recomme
nded it to me
• 21% = To le
arn more abou
t the company
• 13% = For e
ducation abou
t company top
• 13% = To in ics
teract, share id
eas, and provid A recent study showed that people like brand’s
e feedback
pages on Facebook to get something back
study released at the beginning of 2011

15. They still want to buy things

16. They just expect to do it in different ways
Flash sales
Group buying
Dynamic pricing

17. New technology lets us sell differently
M Commerce V Commerce
F Commerce /
S Commerce

18. And it helps brands grow closer to customers

19. What makes these great digital campaigns?
Timely
Innovative Engaging
An idea that
has relevance
Fun Clever

20. An idea that
has relevance
Amplify,Extend
Channels Cross / Upsell What you can achieve
& Interact
Media
Advocacy
PR
Visibility
Digital
Brand
Experiential
education

21. So let’s work like this
What are they all
doing in there?

22. Thanks!