Roger Warner\'s, Content and Motion, presentation from our Integration of Social & Mobile Seminar on Tuesday 8 November 2011. at DMA House. This was a repeat event from the one in September.

1. Integration of Mobile and Social Marketing
The importance of rewiring, plumbing and ideas
DMA Seminar, 8th November 2011
roger@contentandmotion.com
http://www.slideshare.net/contentandmotion/
@RogerWarner
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2. Big Brand Ideas: Hardwired for Social
• Part of Box Network Europe
• Formed 2009
• 18 staff, and growing
• 20 active clients
• 25+ active programs and campaigns
• All revenue is digital and majority is retained
• One focus: SOCIAL Communications
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3. • Instant scale and coverage
• Pure play social media specialist
• Extensive social media experience
• Expert execution: cultural and local insight
• Central campaign management model
Italy & Spain Germany & Netherlands France & Benelux UK
About Box Network 3

4. An Advertising Man, 1980-Something
• John Hegarty
buy! • Co-Founder of Bartle,
Bogle, Hegarty
• Author of Hegarty on
Advertising
• Pioneers of modern
advertising (esp TV)
• Founded 1982
• Levis, Audi, Lynx (Axe)
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5. Rewiring
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6. There’s an App for That (... for Everything)
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7. “Social Media is a Conversation”
• Goal: deliver consistent stream of comms
• Success determined by how compelling, rewarding and relevant the brand is - as long
term engagement, dialogue and support programs
• Problem: competition not other nearby brands, but every other online activity between
breakfast and bedtime - friends, family, and other smart engaging brands on Facebook
• Talk is not cheap
• We can’t ALL be friends on Facebook!
• The app store is very crowded
• Brands want conversations / ‘engagement’. People want.... what?
• ...be careful not to lose the plot
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8. Occasionally Perfect
(Pls Click)
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9. Tactics
• To the left is a classic
sk
?
bi le? consultant chart (an old
e
d mo one of ours)
• Brands want to plot the
audience on a neat
map
• Also plot channels and
platforms
• Trap: real people don’t
behave like this
• What if the real world
just doesn’t want to talk
to you on Facebook?
d? p?
iPa Ap • Engage with that...
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10. People Aren’t Dumb. You Are One. Think Like You.
The key to great marketing is
never to stop thinking like
your audience... Understanding
the role your brand plays in
people’s lives and knowing
how to make it more relevant
is crucial...
Hegarty
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11. Opportunity
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12. The Opportunity...?
• Messages that sell are great ideas, stories
• But the playbook is static - TV, display, etc
• We’re addicted to the media / the media is not the message
• Traditional advertising wins by attrition, repetition
• Those with the best ideas and the deepest pockets win
• Social doesn’t work that way - it’s a relationship, a dialogue
• How do you deliver a great creative idea, via dialogue, 24x7, multi-channel?
• Houston, we need re-wiring
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13. Average Days
13

14. The Real Change
The value of a great idea
hasn’t changed, but the
opportunity to exploit it
has...
Hegarty
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15. Mobile
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16. What We Use Our Mobiles For...
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17. What We Use Our Mobile For...
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18. TomTom #BreakFree
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19. Chris Kamara / #BreakFree
(Pls Click)
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20. Campaign Overview
• Main vehicles are experiential and events-driven. Singing and fun is platform for creative strategy
and tactics (e.g. Caraoke)
• Core strategies are editorial - giving audiences an array of backstories to aspire to, believe in, and
- most importantly - join (cool gigs, Queen hit songs)
• All of these happenings are centralised on Facebook, and driven to the outer world via Social
(mobile) channels such as Twitter and online PR
• Everything is branded. #BreakFree simply asks people to ‘sing, win and #BreakFree’.
#BreakFree from the tyranny of traffic (and a host of other tedious things that are on people’s
minds). Share content. Win things - Renault cars, TomTom product, etc. (NB: 2011 marks the 20th
anniversary of Freddie’s death - and so all activity was geared to coincide with wider public Queen/
Mercury tributes)
• Events and experiences provide rich content opportunities for brand and users - video, pictures,
etc - all of which are featured on the central brand .com, Facebook, YouTube, Flickr, etc. Content
is a series of micro stories (and updates) to amplify the activity and to further engage
• Turns brands into content-based Social engagement platforms that give consumers a bigger
(more aspirational) reason to believe - via offline events and key comms channels such as
Facebook and Twitter, with publishing tools such as YouTube and Flickr being used as a Social
CMS to make core content as agile, findable and usable as possible
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21. Recruitment, Engagement, Awareness, WOM
MORE THAN ‘MOBILE’ / EVERYTHING IS INTEGRATED
Offline executions
promoted via .com -
exclusive trade-in offers are
tied to the main online
campaign and promoted via
banners, PPC, web sites
Brand content - celeb
Built to amplify via Social shares - all and humour driven,
supporting widgets and apps have branded syndicated via Social
sharing and #Hashtags built in at source Core creative strategy - strong, populist with strong incentives
narrative - celebrity led: Sing, Win and to share
#BreakFree (Freddie Mercury and Queen)
User content - fun, simple apps to
Social acquisition built in - goal is to Everything promoted via encourage people to get involved and win
drive Facebook fan base simple #Hashtag - (#BreakFree) brand prizes - Sing, Win and #BreakFree
to ensure talk-ability and share-
ability 21

22. Occasionally Freddie (#Bestival)
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23. TomTom #BreakFree Results
• Global integrated Social campaign: Sing, win and #Break Free! (from traffic).
• Goals:
• Build community
• Engage younger audience
• Build brand awareness
• Drive trade-in sales
• Measured on:
• Share of voice
• Awareness / coverage
• Sentiment
• Participation
• Sales
• Results:
• 5.5m+ views of branded #BreakFree videos since campaign start
• 1.5m visits from Facebook to TomTom.com in first month
• 200%+ increase in positive sentiment on Social Media since start
• 100%+ increase in volume of Social Media mentions since start
• 158% increase in Facebook fan base since start - up to 105k
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• <1k app downloads

24. Mobile Sofas
(Pls Click)
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25. Mobile Wardrobes
People share Tumblr content
via social - retweet, post to Fb
Tumblr feed populated.
People driven back to People graze feed via
Tumblr. Friends of categories/tags. Platform
friends too. And so built for feedback and the
on... share.
“Ask fashion queries, reblog favourite Top Shop fashionistas submit their
snaps, follow your style crushes. ‘looks’ for the season. Top Shop
Submit pics of yourself, we’ll be also posts its own catalogue of
tumbling the looks we love the most. shoots/images. Voila: instant
Tell your friends...” curation of an amazing ‘Look Book’. 25

26. Mobile Bargains
(Pls Click)
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27. Mobile Rules
ni ng b le
ai ua free
rt val
te
en
i th
w
a sy ep ife
st l
e in my
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28. Campaign Planning (Plumbing)
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29. Council: Platform (Planning and Plumbing)
• Move away from existing device and
campaign channels and/or internal team
silos
• Place emphasis on a central creative
program (idea) supported by multiple
teams and content assets
• Success hinges on the successful
liberation of assets from brand teams
and disciplines
• A corporate event is a Facebook promo
opportunity. A new product launch is a
blogger briefing and a content
syndication opportunity, etc - and
everything must be published in an agile
manner (Social) so that it is available for
multi platform / channel executions -
web site, email, Facebook, mobile, etc
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30. Run Mode: Council Constituents
Execs/VPs
Comms/PR Product/Brand Corporate Support Other...?
A A A A A
B B B B B
C C C C C
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31. Run Mode: Council in Action
• Regular plan/review
meetings
Comms/PR
• Standing agenda -
each council
member brings their
own requirements to
Support Other...? the table
• Themes and
Program
priorities agreed for
Lead /Chair
programs/campaigns
• Actions (esp content)
Product Corporate allocated to
stakeholders
• Central (simple)
comms plan
VP seat? managed centrally in
a web-accessible
format 31

32. TomTom App Integration Map and User Experience Flow
Non-live PND TomTom Live
KEY Owners PND owners
Targets First time
buyers
TomTom Nav
2 owner
Competitor
device owner
Nav 2 device
owner
Nav 3 Device
owner Think user experience!
Facebook
Don’t try this alone!
Engagement Blogs & Banner/ Live (local) Traditional Software
In Store ads & Newsletter Radio Direct mail
platforms News sites online ads
engagement
events press flashes
• Multi-team
• Multi-discipline
Points of Booth
TomTom TomTom
Mobile phone QR Codes
entry Facebook Page Microsite
• Developer
QR Landing
Trade-in
tab
Break Free
Tab
Careoke
iphone
Trade-in
info
HD traffic
info
Break Free
Me App
• Brand
app
User actions Video
TRADE
Record
video
(no app)
• PR
player RENEW
Record IN
embed SUB
video
BUY • Advertising
Dev €50 off Social
View/ share
elements share video
• Retail
capture Record capture
user video user info Auto-
info populate:
#BreakFree
Log @TomTom
Content hub Auto generated Personal Twitter
• Product
user Break Free
(backend) shares YouTube
email with links
to user's video/
Channel creation and the
(all UG videos) BF FB page Personal Log #breakfree
Facebook +@tomtom
• etc
WIN hashtag use
Incentives WIN (Grand Prize)
(weekly)
Personal Blog
Social
share
video Email WIN (daily)
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33. Integrated Mobile Planning: Summary
• Effective mobile programs are not about apps - they’re about experiences
• Creative should be driven by user cases: entertaining, valuable, free, easy, fits with
my life
• Mapping: helps to visualise the connections that are required amongst internal
teams, working processes and content outputs
• Rewiring: support teams work with comms teams; retail teams work with Facebook
developers; events teams work with advertising
• Alongside these campaign architectures we need to develop organisational maps
that plot the roles, responsibilities and interdependencies that are required amongst
team members
• Somebody needs to step out of the fray and shoulder responsibility
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34. It’s Not Really About the Plumbing
[On the introduction of TV advertising]
The boffins had taken over - they could
bamboozle clients with all the technical jargon
of this mind boggling new media. In the land
of the blind, the one-eyed producer proved to
be king. And these one-eyed men - and they
were all men - were the kings of advertising.
Until, that is, someone said ‘we need an idea.‘
And then the one eyed producers were found
to be somewhat wanting...
Hegarty
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35. John Cleese / #BreakFree
(Pls Click)
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36. e?
iv !
at g
re rin
c i
Thanks / Planning Qs...? h
roger@contentandmotion.com
http://www.slideshare.net/contentandmotion/
@RogerWarner
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