Better Handshakes than Eyeballs
Jimmy Kimmel was the biggest star of SXSW 2014. The host of a 50 year-old TV variety show drove conversations at a tech festival. He capitalized on one key trend in today’s media and advertising: when it comes to content, the key metric of success is not viewers or attention anymore, but the number of people who talk about it. Kimmel got people talking. Conversation—facilitated by the rise of social media and the democratization of influence—now caps off any marketing effort. Forget about viewers and readers in media. Forget about foot traffic, impressions in advertising. Conversation is what should matter to advertisers. Forget about Return on Investment, focus on Return on Conversation. Take it from two brothers who know: Edouard Minc, who gets a nation talking every week as Publisher of Paris Match (The French Life magazine), and Thomas Minc, Head of Strategy at NY conversation agency Cake.
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Better Handshakes than Eyeballs
- 1. BETTER HANDSHAKES ! ! THAN EYEBALLS! ! ! SXSW 2015 Thomas Minc & Edouard Minc
- 2. Despite low initial ratings, Community was saved by fan conversations #LongLiveLongmire saved the show by convincing Netflix to pick it up Paper’s article was not about newsstand sales but about buzz Millions attended the Pope’s South American trip but it’s his driver who got people talking… with a selfie.
- 3. Always used a $4.5M SuperBowl ad as a tool to kick off #LikeAGirl conversations Alibaba’s drone delivery stunt was not only for the 450 customers who got their tea WWF raised concerns not through impressions but by getting people to have a conversation The perfect stunt is not about foot traffic, it’s about treating a water- cooler discussion topic
- 4. GET PEOPLE TALKING! GUESS WHAT I SAW... OMG! 4
- 5. FROM THE OLD MEDIA MODEL TO THE NEW MEDIA MODEL Personal consumption through media distribution Multi-channel distribution Ratings Readership Audience Repeat engagement through social conversations Social Engagement Mentions Earned MediaCATALYST
- 6. FROM THE OLD ADVERTISING MODEL TO THE NEW ADVERTISING MODEL Paid distribution of advertising content Paid/Owned/ Earned/Shared distribution Reach Impressions GRPs Repeat engagement through social conversations Social Engagement Mentions Earned MediaCATALYST
- 7. MEDIA PROPERTIES CELEBRITIES THE MASTERS OF CONVERSATIONS BRANDS INFLUENCERS
- 9. WHAT WE WANT TO TALK ABOUT THE NEW MODEL: SUCCESSES, PITFALLS AND ROLE MODELS DESCRIBE THE MECHANICS OF CONVERSATIONS TIPS AND TRICKS TO CREATE CONVERSATIONS HOW TO MEASURE SUCCESS: RETURN ON CONVERSATION
- 10. THANK YOU!