Dubit's SVP Global Trends David Kleeman presented Dubit's #Fanatomy model at the Kre8tif conference.
For the full presentation, and several more examples of 'Tools of Fanatomy' please contact Stephanie Whitley at stephanie.whitley@dubitlimited.com
The document discusses how to attract and address a target audience for a media product. To attract an audience, elements like the masthead, photographs, colors, layout, and price should be carefully designed to appeal to them. These elements can then be manipulated specifically for the intended audience. Once the audience is attracted, they must be addressed through both written and visual language. The writing style, words, images, and tone should all be tailored to directly engage the target audience at an appropriate level of formality. Specific examples from the media product need to be shown to fully explain how it works to attract and address its audience.
The document discusses various advertising techniques used to promote products and influence consumers. It describes tactics such as using logos, celebrity endorsements, testimonials, weasel words, hyperbole, repetition, exaggerating scale, name-calling of competitors, invoking fear, bandwagon appeals, bribery, humor, sentimental or attractive imagery, scientific claims, sex appeals, portraying the product as helping charitable causes, health claims, aesthetically pleasing images, and identifying problems for the product to solve. The document asks which technique the reader thinks is most effective and why.
Camp is Dying - Heroic Measures for a Life Saving IndustryTravis Allison
With all my heart I believe that summer camp is running full-tilt toward a cliff. That crisis is one that we have created ourselves - we LOVE camp but we can't SELL camp.
In a world that no longer sees the value of summer camp we have stuck to our old messages.
In this session you will learn how to apply "business world" lessons on reaching new audiences and explaining a complicated product in simple terms. This presentation will be a mix of lecture and facilitated discussions to that you will take home a 10 Point Plan for the finding new campers in the next 18 months.
Rupa is one of India's biggest innerwear brands. This presentation was designed as a conversation starter for a meeting without any brief. Here are some ideas on one of Rupa's brands that attempts to create an independent movement around the consumer and the product.
Fanatomy: Taking Kids from Passive to Passionate
Having kids “like” you isn’t enough; success is often driven by devoted and active fans. Explore with us Dubit’s “fanatomy” model – the anatomy of your audience – with insights from Netflix into how they’re deepening engagement with young people.
Speakers:
David Kleeman
SVP, Global Trends
Dubit
Shira Lee Katz
Content Strategy Manager - Kids, Teens, & Family
Netflix
Luvs is a brand of disposable diapers made by Procter & Gamble that specializes in diapers for various ages and sizes. In 2011, Luvs launched a revamped line of diapers and created an animated TV ad campaign called "Poop, There It Is" featuring infants in a "heavy dooty" pageant. However, the ad received largely negative feedback for being too focused on excrement and for not showing what the product was or who the target audience was intended to be.
This webinar covered how nonprofits can use Facebook effectively. It began with an introduction of the presenter and overview of topics to be discussed. The presenter explained why Facebook is important due to its large, engaged audience and targeted, inexpensive advertising. She then covered Facebook basics, strategy, etiquette and measurement. Key takeaways were that nonprofits can't ignore Facebook but must use it well, and that they should listen, be nice, measure results, and tweak their approach based on what works best. The webinar concluded with a question and answer period.
The document discusses how to attract and address a target audience for a media product. To attract an audience, elements like the masthead, photographs, colors, layout, and price should be carefully designed to appeal to them. These elements can then be manipulated specifically for the intended audience. Once the audience is attracted, they must be addressed through both written and visual language. The writing style, words, images, and tone should all be tailored to directly engage the target audience at an appropriate level of formality. Specific examples from the media product need to be shown to fully explain how it works to attract and address its audience.
The document discusses various advertising techniques used to promote products and influence consumers. It describes tactics such as using logos, celebrity endorsements, testimonials, weasel words, hyperbole, repetition, exaggerating scale, name-calling of competitors, invoking fear, bandwagon appeals, bribery, humor, sentimental or attractive imagery, scientific claims, sex appeals, portraying the product as helping charitable causes, health claims, aesthetically pleasing images, and identifying problems for the product to solve. The document asks which technique the reader thinks is most effective and why.
Camp is Dying - Heroic Measures for a Life Saving IndustryTravis Allison
With all my heart I believe that summer camp is running full-tilt toward a cliff. That crisis is one that we have created ourselves - we LOVE camp but we can't SELL camp.
In a world that no longer sees the value of summer camp we have stuck to our old messages.
In this session you will learn how to apply "business world" lessons on reaching new audiences and explaining a complicated product in simple terms. This presentation will be a mix of lecture and facilitated discussions to that you will take home a 10 Point Plan for the finding new campers in the next 18 months.
Rupa is one of India's biggest innerwear brands. This presentation was designed as a conversation starter for a meeting without any brief. Here are some ideas on one of Rupa's brands that attempts to create an independent movement around the consumer and the product.
Fanatomy: Taking Kids from Passive to Passionate
Having kids “like” you isn’t enough; success is often driven by devoted and active fans. Explore with us Dubit’s “fanatomy” model – the anatomy of your audience – with insights from Netflix into how they’re deepening engagement with young people.
Speakers:
David Kleeman
SVP, Global Trends
Dubit
Shira Lee Katz
Content Strategy Manager - Kids, Teens, & Family
Netflix
Luvs is a brand of disposable diapers made by Procter & Gamble that specializes in diapers for various ages and sizes. In 2011, Luvs launched a revamped line of diapers and created an animated TV ad campaign called "Poop, There It Is" featuring infants in a "heavy dooty" pageant. However, the ad received largely negative feedback for being too focused on excrement and for not showing what the product was or who the target audience was intended to be.
This webinar covered how nonprofits can use Facebook effectively. It began with an introduction of the presenter and overview of topics to be discussed. The presenter explained why Facebook is important due to its large, engaged audience and targeted, inexpensive advertising. She then covered Facebook basics, strategy, etiquette and measurement. Key takeaways were that nonprofits can't ignore Facebook but must use it well, and that they should listen, be nice, measure results, and tweak their approach based on what works best. The webinar concluded with a question and answer period.
Content Creators for Good: A Brand Guide to Working with InfluencersTara Nolan
Content creators, influencers and brand experts during this hands-on session exploring the value of an influencer strategy, building ambassador programs, and sharing best practices in approaching win-win partnerships. This workshop covered opportunities and challenges in activating consumers through the lens of influencers and give a step-by-step guide to creating a strategy that works for your brand and sustainability goals. Brands included: Nespresso, Smashbox Cosmetics, How Good, and more.
Automation is great. It has simplified our lives and enabled us to achieve so much more with the same finite resources. But at what cost? In this talk, learn how to balance the human with the machine and leverage automation without losing your authentic voice or following down the auto-pilot rabbit hole.
Presentation by Lauren Bell Isaacs, Social Media Specialist, on February 28, 2020 at the Research Triangle HubSpot User Group.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
Red Gaffa is a digital agency that focuses on film and broadcast industries. It was created due to a gap between storytellers who lack marketing skills and marketers who lack storytelling abilities. The document discusses the importance of building an audience at all stages of film production through strong branding, ideas for social media engagement, and shareable content. It also provides examples like Paranormal Activity that successfully used social media marketing. Overall, the document advocates growing an audience around one's content to lead to funding, monetization, and awareness of films and their themes.
The document outlines a presentation on celebrity advertising and its influence on children. It discusses how celebrities are used to promote products and grab attention. It also notes that children often look up to celebrities as role models and are heavily influenced by media at younger ages. The presentation covers different persuasion techniques used in ads and provides activities for decoding ads and discussing celebrity influence with children. It concludes by suggesting resources for further discussion and engagement on the topic.
The document discusses creating communication consistency for a sports team by exploring the team's core values, mission, history and story. It also recommends getting to know the team's fans by creating a persona and understanding their demographics, affinities and values. The key is finding the team's authentic voice through guidelines for tone and language, visual design that resonates, and events that bring the brand personality to life. The overall goal is to define the team's consistent personality across all platforms and interactions to build a stronger emotional connection with fans.
Storytelling is vital for nonprofit marketing and fundraising success. Stories help express an organization's mission in a compelling way that statistics cannot. Nonprofits should focus on creating value stories about their core values, creation stories detailing their origins, and stories of improvement showcasing resilience. Effective stories have a clear protagonist and trajectory, use emotion to engage audiences, and are shared through multiple channels like video and social media. While data is also important, stories are what people remember and respond to.
The Power of Tele-Visual Experiences & PinterestBenjamin Weisman
Visual relationships are a deep part of how we experience the world. This presentation to the CRMA in May 2012, Looks at the power of visual in social marketing and offers an overview of what is happening with Tele-Visual Social websites and some how-to's for you to start today.
LECTURE 2: Don Stanley's Design Class LSC 332 @UW MadisonDon Stanley
This is for Don Stanley's Course at the UW Madison. This class is about answering "What is Design?" and "Why Study Design?"
We also explore the strategic process for starting any communication project. What questions should you ask to get your project started?
I include the questions I believe you need to ask to get started.
CMC2016 - How To Become a Top 5 Global Kids BrandDubit
This presentation from Dubit focuses on how kids are consuming data.
With reference to case studies from Lego, Minecraft and Candy Crush, we look at the 3 commonalities that the top 5 kids brands share in generating content that connects multiple generations.
This document provides instructions for a lesson on media representation. It explains that representation involves carefully constructing descriptions or portrayals of reality through selection, focusing, and organization. Students are asked to analyze examples of representation in advertisements, including how color, images, language, and symbols are used to appeal to different audiences. The lesson emphasizes that the media does not simply reflect reality but actively constructs representations of it.
Delivered to the 2011 DMA audience, by MRM and the Social Media Society, this presentation looks at the new truths that affect how we operate as practitioners in the agency environment and how these new truths can help a social media practitioner become a Star!
The document discusses branding and social media strategies. It provides statistics about Facebook, Twitter, and YouTube users. It emphasizes the importance of having a clear brand with strong messaging and visuals before engaging in social media. It discusses creating a "brand prism" to define the brand's appearance, personality, values, and relationships. It provides an example of a brand prism and suggests broadening the brand by thinking outside the box and delivering a total customer experience. The document outlines best practices for mastering messaging through creating a clear main message and supporting points in a "message triangle" format.
Delivered by Nonsense London's Creative Director Rob Mosley and James Barker, Digital Development Manager at the Elton John AIDS Foundation at the Institute of Funding's National Convention in London on July 7th 2014.
The document discusses word of mouth marketing and buzz generation. It provides 30 facts and insights on topics like the importance of word of mouth, types of word of mouth like viral, social, influencer marketing, and how to measure word of mouth. It also discusses who spreads word of mouth like influencers, considerations for choosing a word of mouth strategy, and the future of word of mouth marketing.
Content Creators for Good: A Brand Guide to Working with InfluencersTara Nolan
Content creators, influencers and brand experts during this hands-on session exploring the value of an influencer strategy, building ambassador programs, and sharing best practices in approaching win-win partnerships. This workshop covered opportunities and challenges in activating consumers through the lens of influencers and give a step-by-step guide to creating a strategy that works for your brand and sustainability goals. Brands included: Nespresso, Smashbox Cosmetics, How Good, and more.
Automation is great. It has simplified our lives and enabled us to achieve so much more with the same finite resources. But at what cost? In this talk, learn how to balance the human with the machine and leverage automation without losing your authentic voice or following down the auto-pilot rabbit hole.
Presentation by Lauren Bell Isaacs, Social Media Specialist, on February 28, 2020 at the Research Triangle HubSpot User Group.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
Red Gaffa is a digital agency that focuses on film and broadcast industries. It was created due to a gap between storytellers who lack marketing skills and marketers who lack storytelling abilities. The document discusses the importance of building an audience at all stages of film production through strong branding, ideas for social media engagement, and shareable content. It also provides examples like Paranormal Activity that successfully used social media marketing. Overall, the document advocates growing an audience around one's content to lead to funding, monetization, and awareness of films and their themes.
The document outlines a presentation on celebrity advertising and its influence on children. It discusses how celebrities are used to promote products and grab attention. It also notes that children often look up to celebrities as role models and are heavily influenced by media at younger ages. The presentation covers different persuasion techniques used in ads and provides activities for decoding ads and discussing celebrity influence with children. It concludes by suggesting resources for further discussion and engagement on the topic.
The document discusses creating communication consistency for a sports team by exploring the team's core values, mission, history and story. It also recommends getting to know the team's fans by creating a persona and understanding their demographics, affinities and values. The key is finding the team's authentic voice through guidelines for tone and language, visual design that resonates, and events that bring the brand personality to life. The overall goal is to define the team's consistent personality across all platforms and interactions to build a stronger emotional connection with fans.
Storytelling is vital for nonprofit marketing and fundraising success. Stories help express an organization's mission in a compelling way that statistics cannot. Nonprofits should focus on creating value stories about their core values, creation stories detailing their origins, and stories of improvement showcasing resilience. Effective stories have a clear protagonist and trajectory, use emotion to engage audiences, and are shared through multiple channels like video and social media. While data is also important, stories are what people remember and respond to.
The Power of Tele-Visual Experiences & PinterestBenjamin Weisman
Visual relationships are a deep part of how we experience the world. This presentation to the CRMA in May 2012, Looks at the power of visual in social marketing and offers an overview of what is happening with Tele-Visual Social websites and some how-to's for you to start today.
LECTURE 2: Don Stanley's Design Class LSC 332 @UW MadisonDon Stanley
This is for Don Stanley's Course at the UW Madison. This class is about answering "What is Design?" and "Why Study Design?"
We also explore the strategic process for starting any communication project. What questions should you ask to get your project started?
I include the questions I believe you need to ask to get started.
CMC2016 - How To Become a Top 5 Global Kids BrandDubit
This presentation from Dubit focuses on how kids are consuming data.
With reference to case studies from Lego, Minecraft and Candy Crush, we look at the 3 commonalities that the top 5 kids brands share in generating content that connects multiple generations.
This document provides instructions for a lesson on media representation. It explains that representation involves carefully constructing descriptions or portrayals of reality through selection, focusing, and organization. Students are asked to analyze examples of representation in advertisements, including how color, images, language, and symbols are used to appeal to different audiences. The lesson emphasizes that the media does not simply reflect reality but actively constructs representations of it.
Delivered to the 2011 DMA audience, by MRM and the Social Media Society, this presentation looks at the new truths that affect how we operate as practitioners in the agency environment and how these new truths can help a social media practitioner become a Star!
The document discusses branding and social media strategies. It provides statistics about Facebook, Twitter, and YouTube users. It emphasizes the importance of having a clear brand with strong messaging and visuals before engaging in social media. It discusses creating a "brand prism" to define the brand's appearance, personality, values, and relationships. It provides an example of a brand prism and suggests broadening the brand by thinking outside the box and delivering a total customer experience. The document outlines best practices for mastering messaging through creating a clear main message and supporting points in a "message triangle" format.
Delivered by Nonsense London's Creative Director Rob Mosley and James Barker, Digital Development Manager at the Elton John AIDS Foundation at the Institute of Funding's National Convention in London on July 7th 2014.
The document discusses word of mouth marketing and buzz generation. It provides 30 facts and insights on topics like the importance of word of mouth, types of word of mouth like viral, social, influencer marketing, and how to measure word of mouth. It also discusses who spreads word of mouth like influencers, considerations for choosing a word of mouth strategy, and the future of word of mouth marketing.
Introduction to Jio Cinema**:
- Brief overview of Jio Cinema as a streaming platform.
- Its significance in the Indian market.
- Introduction to retention and engagement strategies in the streaming industry.
2. **Understanding Retention and Engagement**:
- Define retention and engagement in the context of streaming platforms.
- Importance of retaining users in a competitive market.
- Key metrics used to measure retention and engagement.
3. **Jio Cinema's Content Strategy**:
- Analysis of the content library offered by Jio Cinema.
- Focus on exclusive content, originals, and partnerships.
- Catering to diverse audience preferences (regional, genre-specific, etc.).
- User-generated content and interactive features.
4. **Personalization and Recommendation Algorithms**:
- How Jio Cinema leverages user data for personalized recommendations.
- Algorithmic strategies for suggesting content based on user preferences, viewing history, and behavior.
- Dynamic content curation to keep users engaged.
5. **User Experience and Interface Design**:
- Evaluation of Jio Cinema's user interface (UI) and user experience (UX).
- Accessibility features and device compatibility.
- Seamless navigation and search functionality.
- Integration with other Jio services.
6. **Community Building and Social Features**:
- Strategies for fostering a sense of community among users.
- User reviews, ratings, and comments.
- Social sharing and engagement features.
- Interactive events and campaigns.
7. **Retention through Loyalty Programs and Incentives**:
- Overview of loyalty programs and rewards offered by Jio Cinema.
- Subscription plans and benefits.
- Promotional offers, discounts, and partnerships.
- Gamification elements to encourage continued usage.
8. **Customer Support and Feedback Mechanisms**:
- Analysis of Jio Cinema's customer support infrastructure.
- Channels for user feedback and suggestions.
- Handling of user complaints and queries.
- Continuous improvement based on user feedback.
9. **Multichannel Engagement Strategies**:
- Utilization of multiple channels for user engagement (email, push notifications, SMS, etc.).
- Targeted marketing campaigns and promotions.
- Cross-promotion with other Jio services and partnerships.
- Integration with social media platforms.
10. **Data Analytics and Iterative Improvement**:
- Role of data analytics in understanding user behavior and preferences.
- A/B testing and experimentation to optimize engagement strategies.
- Iterative improvement based on data-driven insights.
Enhanced data collection methods can help uncover the true extent of child abuse and neglect. This includes Integrated Data Systems from various sources (e.g., schools, healthcare providers, social services) to identify patterns and potential cases of abuse and neglect.
Build applications with generative AI on Google CloudMárton Kodok
We will explore Vertex AI - Model Garden powered experiences, we are going to learn more about the integration of these generative AI APIs. We are going to see in action what the Gemini family of generative models are for developers to build and deploy AI-driven applications. Vertex AI includes a suite of foundation models, these are referred to as the PaLM and Gemini family of generative ai models, and they come in different versions. We are going to cover how to use via API to: - execute prompts in text and chat - cover multimodal use cases with image prompts. - finetune and distill to improve knowledge domains - run function calls with foundation models to optimize them for specific tasks. At the end of the session, developers will understand how to innovate with generative AI and develop apps using the generative ai industry trends.
We are pleased to share with you the latest VCOSA statistical report on the cotton and yarn industry for the month of May 2024.
Starting from January 2024, the full weekly and monthly reports will only be available for free to VCOSA members. To access the complete weekly report with figures, charts, and detailed analysis of the cotton fiber market in the past week, interested parties are kindly requested to contact VCOSA to subscribe to the newsletter.
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataKiwi Creative
Harness the power of AI-backed reports, benchmarking and data analysis to predict trends and detect anomalies in your marketing efforts.
Peter Caputa, CEO at Databox, reveals how you can discover the strategies and tools to increase your growth rate (and margins!).
From metrics to track to data habits to pick up, enhance your reporting for powerful insights to improve your B2B tech company's marketing.
- - -
This is the webinar recording from the June 2024 HubSpot User Group (HUG) for B2B Technology USA.
Watch the video recording at https://youtu.be/5vjwGfPN9lw
Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/
5. 2 surveys per year
2000 children and
parents
2 surveys per year
1300 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
800 children and
parents
1 survey per year
800 children and
parents
1 survey per year
800 children and
parents
1 survey per year
2000 children and
parents
Confidential - Dubit
7. 0%
15%
30%
March 2015 March 2016 March 2017
Confidential - Dubit
788 930Number of different brands
Top 5 brands (market share) 16.2% 22.1%
Long tail, fat head
1048
25.4%
355 40
38% 39%
435
31%
284
49%
Apps Social TVToys
#of Brands
Top 5 Share
8. Confidential - Dubit
The squeezed middle
Blockbuster
Efficiency
Passion
0%
15%
30%
March 2015 March 2016 March 2017
9. Confidential - Dubit
Be better than Lego, Upin or Angry
Children have roughly three favorite brands at a time.
To break in, you may need to topple a favorite.
10. Confidential - Dubit
ExpressionInterpretation
Depth Relevance Interact Community Niche
Exploration Identification Creativity Development Differentiation
Casual Active Fan Superfan
What the owner of the original text is communicating
How the audience interprets and interacts with the text
11. Confidential - Dubit
ExpressionInterpretation
Depth
Create multiple
points of content
e.g. characters,
sub-plots
Relevance
Measure points
of engagement
and focus on
these
Interact
Invest in content
your audience
engages with
Community
Provide a place
for your audience
to talk. You don’t
need to own this
space
Niche
Serve the
superfan via
deep and easter-
egg content
Exploration
Allows the
audience to
explore content
Identification
Allows the
audience to
think the content
is for them
Creativity
Audience
expands
narrative
because it
relates to them
Development
Allows the
audience to
improvise the
brand
Differentiation
The superfan
feels ownership
Casual Active Fan Superfan
18. Birth of
Minecraft
October:
Survival
Mode
June: Enters
Alpha Stage
August:
Pocket
Edition
Released
May: Xbox
360 edition
Released
December: PS3
edition Released
Minecraft Realms
Launched
September:
PS4 / Xbox
One edition
Released
December:
Passes to
Beta Stage
June:
Multiplayer
Released
February:
LEGO
Minecraft
Announced
Engagement
June:
Microsoft
Hololens
Demonstration
February:
Minecraft Pi
Edition
Released
0%
25%
50%
75%
100%
Summer 2009 2010 2011 2012 2013 2014 2015 2016
Early AdoptionInnovation Acceleration
Mainstream and sustainIncubatory growth Acceleration
Late majority
Minecraft growth by user type
1
Confidential - Dubit
19. Confidential - Dubit
To access David’s full presentation and several more
examples of “Tools of Fanatomy”, contact Stephanie
Whitley at stephanie.whitley@dubitlimited.com
www.dubitlimited.com