Viral Sucks: Winning With Mobile & Social

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space150's presentation from the Student Ad Summet (#Ad2SAS) at the University of Minnesota

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Viral Sucks: Winning With Mobile & Social

  1. 1. Social & Mobile Media Student Advertising Summit Craig Key Associate Media Director, space150 February 2013
  2. 2. #callyourmom# viral sucks
  3. 3. social media
  4. 4. tools used towhat is store and delivermedia ? information -wikipedia
  5. 5. what ismedia ?tools used tostore and deliverinformation -wikipedia
  6. 6. what ismedia ?tools used tostore and deliverinformation -wikipedia
  7. 7. what ismedia ?tools used tostore and deliverinformation -wikipedia
  8. 8. what ismedia ?tools used tostore and deliverinformation -wikipedia
  9. 9. what ismedia ?tools used tostore and deliverinformation -wikipedia
  10. 10. what ismedia ?tools used tostore and deliverinformation -wikipedia
  11. 11. part one:#callyourmom
  12. 12. Your phone knowsmore about youthan your mom.
  13. 13. Your phone knowswhere you werelast night...
  14. 14. Your phone knowswho you were with.
  15. 15. Your phone knowsother stuff youwould never tellyour mom.
  16. 16. how does mobile mediachange advertising?
  17. 17. /shifting fromconcept to context
  18. 18. demographic geographicpsychographic momentgraphic
  19. 19. /context and concept brands that provide utility, fun or dynamic content will win over brands rely on short bursts of one- way messaging.#callyourmom
  20. 20. what do brands wantwith media ? Image Source: Mike Goldberg http://www.flickr.com/photos/40440831@N03/4863095212/
  21. 21. your attention. Image Source: “The Eyes” Fraser Davidson http://dribbble.com/shots/802933-The-Eyes
  22. 22. social graph / tredning /likes / fans / brandadvocates / viral / word ofmouthbuzzwords / loyalty / peer-to-peer/ super-fans /relationships / followers /
  23. 23. social graph / tredning /likes / fans / brandadvocates / viral / word ofmouthbuzzwords / loyalty / peer-to-peer/ super-fans /relationships / followers /
  24. 24. viral
  25. 25. viral sucks.
  26. 26. infers that it’s better to hope forviral luck than to plan for success
  27. 27. implies that beingviral witty trumps being strategic
  28. 28. tries to start a forest fire,viral by flicking a cigarette at a pile of sticks + ≠
  29. 29. assumes that failure is becauseviral “the idea wasn’t good enough”
  30. 30. protip: if your goal isanti viral warmth, plan, build, and nurture a fire.
  31. 31. top harlemshake video:23MM views
  32. 32. B-Dubs ® top harlem Facebookshake video: monthly reach:23MM views 50MM people
  33. 33. # viral sucks
  34. 34. # viral sucks
  35. 35. what should brands care about?
  36. 36. the news feed
  37. 37. /space150’s strategy:own the news feed
  38. 38. how do you own the newsfeed?
  39. 39. /own the newsfeed content
  40. 40. /own the newsfeed ads
  41. 41. /own the newsfeed community
  42. 42. /own the newsfeed technology
  43. 43. /own the newsfeedwinning in social takesthinking, planning, trying,failing, learning, and tryingagain (and again).# viral sucks
  44. 44. thank you/space150.com/slideshare.net/space150craig.key@space150.com@craigsanatomy

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