Shannon Paul - Unseen Awareness Machines
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The document discusses strategies for social media marketing. It recommends choosing great partners and collaborating with organizations like Discovery for video content. It suggests making campaigns ownable by creating unique initiatives to drive engagement, like surprising new parents with college savings accounts on "Fifth Third Day." The document also advises being audacious through attention-grabbing stunts, like gifting a user $37,000 to pay off student debt to promote an app. Finally, it states the importance of taking a stand on issues to engage audiences. The overall message is that relevance, creative partnerships, surprise and standing up for causes can help break through on social media.
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Shannon Paul - Unseen Awareness Machines
- 1. Classification: Internal Use FOR INTERNAL USE ONLY. Leveraging Your Unseen Awareness Machine Shannon Paul VP, Branded Content and Social Media Fifth Third Bank
- 2. Classification: Internal Use 2FOR INTERNAL USE ONLY. How Do We Break Through?
- 3. Classification: Internal Use 3FOR INTERNAL USE ONLY. Social media users estimated to grow to > three billion by 2021
- 4. Classification: Internal Use 4FOR INTERNAL USE ONLY. People thumb through one Statue of Liberty EVERYDAY within their social media newsfeed. THAT’S A LOT OF CONTENT! Which MEANS……
- 5. Classification: Internal Use 5FOR INTERNAL USE ONLY. RELEVANCE MATTERS
- 6. Classification: Internal Use 6FOR INTERNAL USE ONLY.
- 7. Classification: Internal Use 7FOR INTERNAL USE ONLY. What Else?
- 8. Classification: Internal Use 8FOR INTERNAL USE ONLY. Good news for marketers 43% of consumers WANT to see MORE VIDEO content from brands.
- 9. Classification: Internal Use 9FOR INTERNAL USE ONLY. Video features are everywhere Instagram Stories Facebook Live LinkedIn Native Video
- 10. Classification: Internal Use 10FOR INTERNAL USE ONLY. More on video…
- 11. Classification: Internal Use 11FOR INTERNAL USE ONLY. More on video…
- 12. Classification: Internal Use 12FOR INTERNAL USE ONLY. Four Ways to Feed Your Unseen Awareness Machine
- 13. Classification: Internal Use 13FOR INTERNAL USE ONLY. Choose Great Partners Make it Ownable Be Audacious Take a Stand
- 14. Classification: Internal Use 14FOR INTERNAL USE ONLY. Choose Great Partners
- 15. Classification: Internal Use 15FOR INTERNAL USE ONLY. The Fee Shark Character
- 16. Classification: Internal Use 16FOR INTERNAL USE ONLY. The Shark Week Mockumentary
- 17. Classification: Internal Use 17FOR INTERNAL USE ONLY. Consumer Reactions
- 18. Classification: Internal Use 18FOR INTERNAL USE ONLY. Shark Week Mockumentary: The Most Dangerous Shark Drive consideration for the Fifth Third brand Objective How We Did It Results Partnered with Discovery, and Discovery GO to reach highly engaged Shark Week audiences +28M Shark Week impressions • Video completion rates above 23% on Twitter
- 19. Classification: Internal Use 19FOR INTERNAL USE ONLY. Make it Ownable
- 20. Classification: Internal Use 20FOR INTERNAL USE ONLY. Fifth Third Day Babies
- 21. Classification: Internal Use 21FOR INTERNAL USE ONLY. Fifth Third Day Babies Earned media Objective How We Did It Results Deliver surprise & delight care packages to new parents on 5/3 with $1,053 to start a 529 College Plan Savings Account 202 Fifth Third Day Babies born in 2 Years!! • 3.8M PR/media impressions • 1.5M social media impressions
- 23. Classification: Internal Use 23FOR INTERNAL USE ONLY. Be Audacious
- 24. Classification: Internal Use 24FOR INTERNAL USE ONLY. Fifth Third MomentumTM
- 25. Classification: Internal Use 25FOR INTERNAL USE ONLY. Fifth Third MomentumTM Drive downloads of the Fifth Third MomentumTM mobile app Objective How We Did It Results Select Momentum users were surprised with a $37,000* gift to pay off their student debt +158% increase in app downloads +500% increase in registrations
- 26. Classification: Internal Use 26FOR INTERNAL USE ONLY. Take a Stand
- 27. Classification: Internal Use 27FOR INTERNAL USE ONLY. Taking a Stand
- 28. Classification: Internal Use 28FOR INTERNAL USE ONLY. Be Audacious Make it Ownable Choose Great Partners Take a Stand
- 29. Classification: Internal Use 29FOR INTERNAL USE ONLY. THANK YOU
Editor's Notes
- In this highly curated space , our content is not only competing with other advertisers and brands, we’re also competing with our friends, families, and influencers. How can brands compete? One way is to be aware of best practices and trends to take advantage of
- Who doesn’t like peanut butter cups?!?!? https://twitter.com/reeses/status/1057301440744620033 https://www.buzzfeed.com/aliciabarron/this-reeses-machine-will-swap-out-your-halloween-candy-for?utm_source=dynamic&utm_campaign=bffbbuzzfeedtasty&ref=bffbbuzzfeedtasty
- Consumers are becoming much more passive users of social media, which means many are much more receptive to brand marketing in the form of video than they were just a couple years ago. https://coschedule.com/blog/social-media-statistics/ https://www.business2community.com/video-marketing/digital-video-content-trends-2018-02007693
- IGTV, etc.
- The importance of mobile + video is huge. Think about your own newsfeed. Is majority video?
- The importance of mobile + video is huge. Think about your own newsfeed. Is majority video?
- Brand campaign established Fee Shark character: https://youtu.be/sNbLoLRfgQY Full mockumentary https://www.53.com/content/fifth-third/en/mkg/most-dangerous-shark.html#documentary
- Footage was captured in our Chicago market and used to launch the sweeps, while our Cincinnati Surprise & Delight had exclusive coverage by WLWT to kick-off the sweepstakes on Giving Tuesday. Very efficient cost-per-video-view on YouTube ($0.05) and Snapchat ($0.03) How could you enter? Download the Fifth Third Momentum app and complete registration.
- Do something unreasonable – go big or go home
- Footage was captured in our Chicago market and used to launch the sweeps, while our Cincinnati Surprise & Delight had exclusive coverage by WLWT to kick-off the sweepstakes on Giving Tuesday. How could you enter? Download the Fifth Third Momentum app and complete registration.
- Footage was captured in our Chicago market and used to launch the sweeps, while our Cincinnati Surprise & Delight had exclusive coverage by WLWT to kick-off the sweepstakes on Giving Tuesday. *Award included gross-up amount to cover federal income tax. $37,000 was the avg. student loan debt amount for a 2017 new college graduate How could you enter? Download the Fifth Third Momentum app and complete registration.
- Watch: https://www.youtube.com/watch?v=lqebIlcmrSU