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Hello!
GE Money Bank
Copenhagen, Thursday May 22
Agenda
• Intro
• Short Form Video
• Nordic Social Cases
• The Need for Authenticity
• Real Time Marketing
• Q&A
4
Gus Murray
Nordic Director of Social
Media
@ideasoutloud
#UltraMarathoner
#Australian
#ImmigrationNinja
#HugosHuman
Me…
6
Social isn’t a 140 character
press release!
It’s about engaging with
people.
9
STORIES IN SECONDS
MAKING STICKY
11
http://www.youtube.com/watch?v=99md9haPyZM&lis
t=PL9R5RsXT0NMNhXQgC0fg_DoWGHHiCKkkv&fe
ature=share
YOUR BRAND
VALUES &
OBJECTIVES
WHAT PEOPLE
GIVE A SHIT
ABOUT
USEFUL & DELIGHTFUL CONTENT
Find the sweet spot
VIDEOS
BITE-SIZED
VIDEOS
CAKE-SIZED
6.5 seconds
On average consumers
only engage with brands for
Two-thirds of the world’s
mobile data traffic
will be video by 2017
Mobile apps are changing
the way content is created
and consumed.
BARRIERS TO ENTRY ARE LOWER
Plenty of avenues for
dissemination
Opportunity to break
from traditional
processes
PRINT
TRAILER (2:33 minutes)
TEASER (6 seconds)
You amuse and
surprise me.
Entertain
You offer tools
that help me.
Help
You enlighten
and inform me.
Inform
You appreciate
me and my
contribution.
Recognize
You give me
value adding
benefits.
Reward
25
User need states:
INFORM ME
Show a more human side and give
fans a backstage pass to your brand.
FINDING THE SWEET SPOT
HELP ME
Demos, how-tos and tutorials
make life a little easier
FINDING THE SWEET SPOT
RECOGNIZE ME
Respond to fans and
become part of the conversation
FINDING THE SWEET SPOT
http://youtu.be/qK6n7LCS2fc
REWARD ME
Engage their creative sides and reward them with
freebies, recognition and experiences
FINDING THE SWEET SPOT
http://youtu.be/4d8ZDSyFS2g
ENTERTAIN ME
Whether promoting a sale or product,
create content that entertains,
engages and inspires.
FINDING THE SWEET SPOT
http://youtu.be/bsYSTPGDotY
Nordic Social
It’s not B2B or B2C, it’s H2H.
Cases
SHIFTING BRAND
PERCEPTION
THE CHALLENGE
THE STORY…
45
http://youtu.be/2EQeBiZXcKo
REPOSITIONING
VOLVO
47
48
49
Brands are too focused on their own communities
Social Media Week Copenhagen – 20th February
BE
Use social platforms to reinforce and express your
brand values and personality.
AUTHENTIC
51
Jordan
52
Jordan
53
Jordan
54
”Not really sure how to feel about it.
It’s something in the way you move.
Makes me feel like I can't live without you.
It takes me all the way.
I want you to stay.”
55
REAL TIME
LEVERAGING THE NOW.
MARKETING
57
"Real-time marketing offers the potential
for massive reach and amazing
engagement without the capital cost
association of marketing campaigns,"
Real-time marketing isn’t new.
It’s about recognizing an
opportunity and responding to
it.
60
Today audiences are turning to multiple
channels for news and they’re receiving a
massive amount of information from each
one.
61
1.600 per
minute
10 per
second
“We are
ok”
Peak volume of tweets with
the hashtag #hurricanesandy.
Number of pictures with the tag #sandy
uploaded to Instagram in peak hours.
The most shared term on
Facebook 31. October 2012.
#hurricanesandy
62
Real-time marketing is not a new concept.
It’s about about recognizing an opportunity
and responding to it.
63
6 Trigger Types
65
Planned
Reactive
Unplanned
#SMWDLBi
Proactive
Location
-Based
Predictive
Analytics
Brand
Event
Anticipated
Event
Brand/
Customer
Interaction
News/
Crisis/
Politics
@ideasoutloud
#1 Breaking News
- Reactive & Unplanned
67
Politics
68
Cause
69
#fail
#2 Brand / Customer
Interaction
71
Customer
72
73
BrandBrand on
Brand
#3 Anticipated Events
75
BrandSuper Bowl
76
Super Bowl
77
Emmy’s
78
Oscars
#4 Predictive Event
80
Special
81
Online-
Offline
#5 Brand Events
83
Small
Biz Sat
84
EventXMAS
#6 Location Based
86
Charity
Real Time Media
Buys
Dark posting?
89
A more effective delivery mechanism.
90
Newsfeed
Fatigue
91
Interest
92
Weather
93
Inventory
94
Competitor
Ads
95
Web
Traffic
96
Foot
Traffic
97
Engaged
last
LOOK AT SOCIAL AS
A SERVICE
OPPORTUNITY.
In closing
The audience has
spoken…
…They want us to
give them the right
thing.
Give people what
they want, when
they want it, in the
form they want it
in…
…All we have to
do is give it to
them.
Thank you

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Social Inspiration Session

Editor's Notes

  1. Content that goes beyond bacon and cats and babies (but try finding that mix in one image) the bonafide stars of the Internet. Today, we’ll explore short-form video content that meets these 5 need states. Another thing to consider is authenticity.
  2. We’re not waiting around for traditional news sources to find out.
  3. SPORTS FANS FASHIONISTAS FOODIES
  4. MOVEABLE INK