The document discusses strategies for businesses facing economic constraints. It notes that click-through rates on online ads have steadily declined over time. Instead of focusing on clicks, it suggests seeking engagement with audiences through ideas that create communities. Examples are given of viral campaigns that gained millions of engagements through entertaining and useful content spread across social media. The key observations are that content should be worth spreading by being both entertaining and useful, and that a social approach integrated across marketing better connects with audiences.

1. ‘How To Defy The Economic Squeeze.”
@anotheredwards

2. Going back to the future

3. #ADVERTISINGFAIL
“In 1997, the average click thru rate on online
ads was 2.1%. In 2001 it was 0.5%. In 2010
it was 0.1%.”

4. Different and more media
Global media consumption: average hours per week
100
90 Games
Mobile
80 Analogue radio
Digital radio
70
Cinema Outdoor
60
50
40
Digital TV
30
Analogue TV
20
10 Internet
Print
0
1991 2000 2011
Source: Microsoft

6. Seek engagement not clicks

8. Ideas create audiences
20
18
16
14
12
10
Million 8
6
4
2
0
Evian babies Best Job in Let's Colour Twelpforce
the World Project

9. Fame is a quantifiably good thing

11. Observations – an idea worth spreading
►Entertaining + useful = WORTH
►Old principles hold firm - 'competitive,
relevant, true'
►Social across the mix not an 'add on'
(research, seeding, engagement, analytics,
'broadcast')
►Respond and react in real time
►Content, content, content

12. @eurorscglondon