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Similaire à 10 rules for using media correctly in the digital age
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10 rules for using media correctly in the digital age
- 1. MEDIA.IS.KILLING.SOCIAL.MEDIA Press start PLAYERONE: BEN SHAW PLAYERTWO: SASKIA JONES
- 3. PROLOGUE
- 4. DATA
- 6. OH SHIT DON’T TELL ANYONE BUT NOW WE HAVE PROOF THAT EVERYONE HATES ADVERTISING, FUCK.
- 11. ROBOTS VS PEOPLE
- 12. HEADS VS HEARTS
- 13. “HIYA!!! QUICK LOOK AT ME OH CRAP. NOPE, NOPE THEY’VE GONE” VS “CHECK.THIS.OUT.”
- 14. THIS IS NOT ANTI-DATA OR ANTI-PROGRAMMATIC - THIS IS FOR USING THEM CORRECTLY
- 15. THEORY
- 17. MEASURABLE DR = INCREASE IN SPEND 60:40 SPLIT NOW 50:50 theory
- 18. THE METRIC HAS BECOME THE GOAL MEDIA EFFICIENCY VERSUS CREATIVE EFFECTIVENESS theory
- 19. FUCK. LOOK AT THAT GLORIOUS VIEW THROUGH RATE NUMBER OF PAID IMPRESSIONS AVERAGEVTR theory
- 20. MAKE SHRTR, MSGNG +LOG @ FRNT B4 PPL SCRL PST (PS> MAKE A BANNER) theory
- 21. ‘Reach+frequency’ _a.k.a_ FORCEITINFRONTOF PEOPLEWHODON’T CAREUNTILTHEY SUCCUMBWITHIRRI TATION PEOPLE IGNORE IT = DECLINE OF ORGANIC REACH = VTR IS TERRIBLE = AND SO STARTS THE CYCLE theory
- 22. BUT LOOK AT THE BEAUTIFUL facebook AWARDS theory
- 23. I. SUPER SHORT OR SUPER RELEVANT SUPER_SHORT= AWARENESS + DR SUPER_GREAT= ENGAGEMENT + BRAND FAME theory
- 24. PASSIVE CONSUMPTION VERSUS ACTIVE ENGAGEMENT SUPER_SHORT= PASSIVE CONSUMPTION SUPER_GREAT= ACTIVE ENGAGEMENT theory
- 25. SUPER SHORT THESE ARE BANNER ADS. THIS IS DISRUPTIVE MEDIA. THEY HAVE A ROLE. BUT NOT IN THIS PRESENTATION. I DON’T LIKE THEM YOU DON’T LIKE THEM FUTURE OF CREATIVES TIME ISN’T IN THIS SPACE theory
- 26. SUPER RELEVANT THIS IS ADDITIVE MEDIA WHAT IS THIS AND HOW DO WE DO IT theory
- 27. MAKE SOMETHING PEOPLE WANT TO SPEND TIME WITH (+ ^INCREASE^ YOUR VTR W/ FAME + AFFINITY) theory
- 28. 2. PRIORTISE FAME. EVERYTHING ELSE WILL FOLLOW *I PROMISE* theorySource: ‘The Long & Short of it’, Binet & Feld, IPA
- 29. 3. TARGET YOUR TARGET MAKE YOUR WORK FOR THE PEOPLE YOU WANT TO REACH, AND REACH THOSE PEOPLE theory
- 30. WHEN DID WE STOP ASKING? WHY WOULD I WATCH THIS? theory
- 32. RETARGET BOMBARDMENT SHORTER ASSETS RETARGETTED TO DRIVE ACTION + LAND RATIONAL MESSAGES theory
- 33. PROCESS
- 34. 4. PRIMACY OF THE IDEA (DON’T HAVE A SHIT IDEA) process
- 35. 5. USE DATA TO INFORM & DERISK WATCH_SEARCH_LIKE_POST_SH ARE_DWELL_CREATE_COMMENT _RETWEET_BUY_REPLY_REACT_ DOWNLOAD_SEND_SKIP_CLICK process
- 36. 6. FIND THE NUG NUGS BECAUSE EVERYONE LIKES SNEEZING PANDA process
- 37. GET NET LITERATE BABY process HAVE YOU EVER TOLD A MEME IN REAL LIFE?
- 38. process 7. DON’T APPEAL TO THE RATIONAL SNOOZEFEST Source: ‘The Long & Short of it’, Binet & Feld, IPA
- 39. PRACTISE
- 40. practise 8. DON’T.BE.LAZY! DON’T GET SUCKED IN TO THE WIND TUNNELL
- 41. CHALLENGE: WHAT HAVE YOU EVER LEARNT FROM TEST AND LEARN THAT IS CLINICALLY REPEATABLE? practise
- 42. PLAN YOUR MEDIA AROUND THE IDEA x BEHAVIOUR NOT - THE MEDIA AGENCY GROUP BULK DEAL - THE LATEST PLATFORM FORMAT - COPY & PASTE WHAT YOU DID LAST TIME practise
- 43. 9. THERE IS MORE TO THE INTERNET THAN STIFY’S (SNAPCHAT, TWITTER, INSTAGRAM, FACEBOOK, YOUTUBE) practise
- 44. 10. THERE ARE NO RULES, ONLY SINS practise
- 45. IN THE WORLD OF ATTENTION, THE CARDINAL SIN IS DULLNESS “ practise
- 46. 7. DON’T APPEAL TO THE RATIONAL 6. FIND THE NUGGETS 8. DON’T BE LAZY 9. THERE IS MORE TO THE INTERNET THAN STIFY’S 10. THERE ARE NO RULES, ONLY SINS 1. SUPER SHORT / SUPER RELEVANT 2. PRIORITISE FAME. 3. TARGET YOUR TARGET 4. PRIMACY OF THE IDEA 5. USE DATA TO DERISK
- 47. GAME OVER PLAYERONE: SASKIA JONES PLAYERTWO: BEN SHAW HIGHSCORE: JACK COLCHESTER
Notes de l'éditeur
- "it is the largest collective boycott of anything, ever"- over 800 million connected devices have it. We either continue being the most annoying people on the planet or stop listening to media sellers (Facebook/ad tech), stop disrupting and start adding.
- FROM ACTIVE ENGAGEMENT TO PASSIVE CONSUMPTION 6 SECOND BUMPERS, INSTREAM FACEBOOK ETC
- VIDEO HAS GONE THROUGH THE ROOF EVERYONE IS FOCUSED ON VIEW THROUGH RATE LETS GET MORE PEOPLE TO WATCH THE FILM OPTIMISE OPTIMISE OPTIMISE DO YOU KNOW WHATS GOT GREAT VIEW THROUGH RATES? STATIC CONTENT BANNERS MAKE IT SHORTER PUT IT ALL UP FRONT NO ONE IS PAYING ATTENTION IF NO ONE IS PAYING ATTENTION FOR 3 SECONDS THEN ARE THEY REALLY PAYING ATTENTION FOR TO THAT MESSAGING AND LOGO YOU’VE SHOVED IN THE FIRST FEW SECONDS?
- VIDEO HAS GONE THROUGH THE ROOF EVERYONE IS FOCUSED ON VIEW THROUGH RATE LETS GET MORE PEOPLE TO WATCH THE FILM OPTIMISE OPTIMISE OPTIMISE DO YOU KNOW WHATS GOT GREAT VIEW THROUGH RATES? STATIC CONTENT BANNERS MAKE IT SHORTER PUT IT ALL UP FRONT NO ONE IS PAYING ATTENTION IF NO ONE IS PAYING ATTENTION FOR 3 SECONDS THEN ARE THEY REALLY PAYING ATTENTION FOR TO THAT MESSAGING AND LOGO YOU’VE SHOVED IN THE FIRST FEW SECONDS?
- ORG. REACH DECLINE OVER TIME BRANDS ARE TALKING, NO ONE LISTENING
- ALMOST ALL THE FACEBOOK AWARDS WENT TO LONG FORM VIRAL CONTENT NO SURPRISE THEY’VE BEEN DESPERATE TO DEVELOP THE WATCH TAB AND TRY TO RETURN TO LONGER FORM OPPORTUNITIES
- HOW TO WE INCREASE VTR ACCORDING TO CREATIVES PEOPLE HATE ADVERTS (MINTEL 2017)
- PRIMARY OBJECTIVE IS TO OBTAIN EARNED REACH THROUGH ENGAGEMENT ITS VERY EASY TO SAY STUFF ON SOCIAL, BUT IT'S VERY HARD TO BE HEARD
- PRIMARY OBJECTIVE IS TO OBTAIN EARNED REACH THROUGH ENGAGEMENT ITS VERY EASY TO SAY STUFF ON SOCIAL, BUT IT'S VERY HARD TO BE HEARD
- IN ORDER TO EARN HIGH LEVELS OF REACH YOU NEED A BANGING IDEA MOST IMPORTANT THING IN YOUR CAMPAIGN IS ORIGINALITY
- DEV
- NOT GENERIC INSIGHTS FIND THE IN JOKES THE EMERGINING TRENDS
- THE INTERNET IS A WEIRD PLACE YOUTUBE-THE CULTURE MACHINE- GET INVOLVED UNDERSTAND THE RULES WELL, SO YOU CAN BREAK THEM WELL
- CONSUMERS ARE HIGHLY IRRATIONAL DON’T TALK ABOUT THE RATIONAL BENEFITS OF SOMETHING SPEAK ABOUT THE EMOTIONAL BENEFITS
- WITH THE RIGHT IDENTIFICATION PROCESS INFLUENCERS CAN BE FAR MORE EFFECTIVE IN COST AND ENGAGEMENT THAN PAID MEDIA
- 5 YEARS OF TESTING, NOT ONE LEARNING THERE ARE TOO MANY VARIABLES IN TOO MANY DIFFERENT ENVIRONMENTS, WE ARE NOT SCIENTIST THERE IS NO FORMULA FOR SUCCESS
- DARK SOCIAL – OH ITS NOT MEASURABLE SO LETS NOT BOTHER PR PAPERS
- Yes there optimisations and best practise but the stand out hits are what breaks the rules. If you want to be the average follow the average. Its exactly where the wind tunnel has taken you and you’ll be conforming to the lowest norms of creativity and behaviour