3. The key to making something go viral is the headline/how you frame
your story. Writers at Upworthy create 25 headlines per story and test
the best headlines in two markets to see what works best. We must
pair viral content with paid spend and TEST everything.
“Almost nothing will go viral.”
- Insight from Upworthy
4. MOA TAKEAWAY
• How can we write more engaging titles for
blog posts, social media, emails, etc.?
• How can we entice people to click on our links
on social media and more through curiosity-
inducing copy?
6. Your video needs to be executed quickly before it becomes irrelevant.
BUT FIRST, determine your distribution plan. How are people going to
see this? Don’t think about what the movie is going to be first, think
backwards.
“If someone walks in your office and asks to make
a viral video, shut the door.”
- Roxy Philson, Global Creative Director “The One
Campaign” agit8
7. “It’s all about the right time, the right place and relevancy. The
difference between editing for online vs. TV is your constantly fighting
the audience online. Therefore, your content needs to have some form
of payoff. Always have momentum in your video and start with the
content right away.”
– Nick Agich, Maker Studios Editor
“Video enriches your brand because you’re
reaching a whole new audience. Start with your
mission statement and see how far you can push
the brand.”
- Liam Cronin, Online Content Producer PETA
8. MOA TAKEAWAY
• Access to quick editing resources is necessary
to turn around timely content.
• Create an integrated distribution plan for
enriched media online.
• Diversify and grow our current online
audience by leveraging new and unique video
content.
10. There is no exact science to predicting earned media, but it is
planable. We need the right content, planned media spending, a flight
strategy and analytics approach.
“Strategy should never be static, it
should always be evolving.”
- Marty Baker, Hershey’s
11. MOA TAKEAWAY
• We should never expect things to go viral
without thorough planning and a paid spend
to accompany a campaign.
• Our media strategy should have three
strategies in the works: paid, owned and
shared.
• How can we strengthen the analyses of our
marketing efforts to better learn and plan for
the future?
13. Brands make their fans the true OOH experience these days. A fan out singing
your praises is much more effective than a billboard.
We are not living in an age of wallpaper. This is
why static billboards and messages just don’t cut
through the clutter.
14. Personalization Matters
• The future of marketing is empty containers –
those containers will be filled with the right
content for the right person and delivered at
just the right time.
• Screens need to push content to EACH of us,
not many of us
• The real “photo booth” is our pockets
15. MOA TAKEAWAY
• Marketing based on attributes, location and
demographics will help shape our ability to
drive purchases
• Getting to know our customers is of utmost
importance – relevance matters
• “Stop apologizing and start innovating”
17. “We need to understand how consumers are digesting content and
mold our strategy to meet them – or – Stop building shit and start
understanding your consumer.”
- Andrew Bowens, SVP External Comm Master Card
What are we up against?
“Social is a marketing channel that often
doesn’t have advocacy and understanding
across the organization.”
“You can’t engage your customers if you
don’t have engaged employees”
– Natanya Anderson, Whole Foods
“Put the megaphone down, don’t lose it in
marketing”
-VP Web + Infrastructure, Siemens
Customer connection is key. We (as
marketers) need to listen first, understand
and respect the consumer, or we’re
doomed to fail.
18. MOA TAKEAWAY
• Social media is an integral ingredient in our overall strategy.
Investing in internal social media, training and building a
digital brand army is key to success.
• Be a student of the changing environment and be
adaptable. Look at how social media shapes the company
vs. measurement and follower growth.
• Customer connection is key. Content pollution is real and
we need to focus on consumer values.
• There will be hurdles to overcome building a social
workforce.
• Trust our employees and empower them with technology
resources. Making knowledge available increases
productivity.
“Social doesn’t change your company,
it reveals it.”
20. Top 10 Mobile Trends for 2014+ (JWT)
1. Holistic connectivity is on the horizon
2. Wearables break out
3. Mobile is the prime screen
4. Mobile changes how we socialize
5. Shifting to visual
6. Outsourcing to the machine
7. Privacy and security fears change the game
8. Rage against the machine
9. Bringing mobile to many
10. Mobile disrupts everything
21. MIND-BLOWING MOBILE STATS
• By 2017, 80% of the places we shop will
have wifi. And no, it’s not just so people can
surf the web.
• The average mobile web user consumers
SIX HOURS of media per day.
Location-based marketing can
actually be respectful of a
consumer’s time because it’s
hyper-relevant.
22. SOCIAL MEDIA
• The #1 use-case for social media that has the
strongest ROI is innovation.
• IBM Executive Sandy Carter says that in the
future, the Klout score could be the new SAT
score. Influence will continue to matter.
• Content pollution is a thing, and it’s real. We all
have a responsibility to understand if what we’re
dumping is relevant.
• Whole Foods reiterated the importance of
listening to customers, getting to know them and
talking to them on a local level.
23. MOA Takeaway
• What is our mobile strategy? Our mobile
roadmap?
• How can we use mobile to enhance the guest
experience?
• How can we use push messaging and alerts to
enhance the guest experience?
• Don’t overpromise on personalization!
25. “Chanel aspires to be a dream for
all, but a reality for few.”
- John Galantic, Chanel COO + President, on
staying true to a powerful brand mission.
The Chanel brand is more about creative expression and less about
planned marketing pushes. They create a company and a structure
that allows this to exist.
26. MOA TAKEAWAY
• What is our ultimate brand promise to our
customers (and ourselves)?
• How do we ensure that everything we do adds
value to this promise?
• What is needed to encourage us to exercise
creativity and try new things?
28. Consumers are willing to share data with you if they get something in return.
Just be transparent.
29. BLOGGER LOUNGE OBSERVATIONS
• Create a space for your most influential tier to
do what they do best: influence
• Provide charging stations, technology and
programming to keep the conversation going
• Pull in partners and sponsors to further the
effort
• Encourage technology use to help amplify
your brand
30. MOA TAKEAWAY
• As the most trafficked place in the country, we
need to embrace this “technology hideaway”
trend and leverage it to keep the most socially
influential guests talking
• How can we use technology, social and a
physical space to enhance the guest
experience?
32. ENTREPRENEUR
CMO of Salesforce.com
Founder of Buddy Media and Golf.Com
“Why Weirdos Outperform Normals”
“We are awesome at being
average, and average at
being awesome.”
33. WHY IT’S OKAY TO BE WEIRD
• There is a direct correlation between
weirdness and memorability
34. BIRDS OF A FEATHER…
• It’s easier than ever to be weird – social
networks allow everyone to find their
community
• Niche marketing is important today because it
fosters a sense of community and today, more
than ever, people value being part of a weird,
niche community
• This is why a “like” is so powerful today
35. MOA Takeaway
• We need to keep on embracing our weirdness!
• How can we narrow in on communities and
niches within our customer-base/fan-base to
further market to these groups?
37. Radio Shack, Charmin, Samsung, PPLConnect and more brought SXSW
attendees things that made their SXSW experience better: phone
chargers, free batteries, TP, standing in line for you, etc.
“The smartest marketers at SXSW
were solving people’s problems.”
- Linda Lacina, Writer for Entrepreneur Magazine
on clever marketing lessons from SXSW
41. WWE has invested in the second screen
experience to keep the action moving
and viewers engaged wherever they are.
Here is John Cena, looking thrilled,
discussing just that.
42. MOA TAKEAWAY
• How can we use these lessons and incorporate
them into our own MSHT initiative?
• What problems do our guests have that we
can help solve?
• How can we solve their problems faster and
better?
46. MOA TAKEAWAY
• How can we help our guests have more fun?
• How can we have more fun?
47.
48. 1. Two MN Made film (Kumiko the Treasure Hunter and Wicker
Kittens) both mention MOA
2. Theatres MOA is getting recognized as an independent theatre
3. Former Iowa State Representative John Holveck dreams of
assembling a 1,000 piece puzzle in MOA
4. Werewolves stalk retirement homes for easy prey
5. Mobile charging stations in theatre lobby
6. Custom poster art stands out over studio produced art
7. VOD can help theatrical
8. The big screen experience isn’t going anywhere, but…
9. In theatre expectations are changing (reserved seating, in
theatre dining, luxury seating, immersive audio)
10. This community wants to share, just not during the show.
Top 10 SXSW Film things That Chris Saw and Stuff
50. Chase shared 10 steps to build your creative muscle >>
“Nothing can be new without
creativity.”
- Chase Jarvis, photographer + digital
entrepreneur on creativity as the new literacy
51. CHASE’S 10 STEPS
1. Pursue a creative craft
2. Space
3. Play
4. Find a tribe
5. Show your work
6. Imperfection + iteration
7. Put more of you into your work
8. Doubt
9. Make something everyday
10. You have nothing to lose
52. MOA TAKEAWAY
• How can we build our creative muscle to
encourage creativity in our marketing
campaigns, brainstorming sessions, meetings
and more?
53. “Live the life you want, not the one
you’re settling for.”
“When you take care of yourself, you can be successful and deal with
what life hands you. Look through your life when you’re asking “why?”
and allow yourself joy, happiness and gratitude.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
Chanel uses in-store technology to humanize the experience with clients and aid in the personalized shopping experience. They are a private company and they see this as being tremendous advantage. They get to say, “no, we don’t actually want to sell more handbags.”
