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#smwketchum Creativity in the Age of Social Media Tuesday 24th September 2013 Social Media Week 2013

Creativity in the age of social media - Social Media Week London 2013 #smwldn #smwketchum

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Need to maximise creativity in the era of social media? Four speakers gave us their suggestions for maximising creative potential.

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  • 1. #smwketchum Creativity in the Age of Social Media Tuesday 24th September 2013 Social Media Week 2013

2. 2 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda 3. #smwketchum To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum @bertieager 4. To Be (Viral) Or Not To Be (Viral) 5. viral coefficient = (average number of users invited by each active user who invites someone) (proportion of invited users who actually join or become active) (proportion of active users who invite others) 6. Virality = interaction + engagement x participation 7. Four Stress Tests Easy to share & join in Have Value Reward & Incentivise Craft 8. No To Dead Ends 9. 10 10. 60MViews 2.8MShares 20%Reduction in accidents & near misses on Melbourne M 12 11. 15 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda 12. #smwketchum Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios @tomjhemsley 13. LITTLE DOT STUDIOS Building an audience on 14. ALL3MEDIA Drama & Reality Entertainment & Factual Entertainment Midsomer Murders Skins Shameless Hollyoaks The Only Way Is Essex Shortland Street Outrageous Fortune MME JV with BBC Worldwide Zwei Bei Kallwass Familien Im Brennpunkt International Format and Programme Distribution Undercover Boss Four in A Bed Mary Queen Of Shops Ramsays Kitchen Nightmares Embarrassing Bodies How To Look Good Naked Hotel Hell Gordon Behind Bars The Cube Peep Show Cash Cab Horrible Histories Gadget Show Fifth Gear Family Game Night Are You Smarter Than a 5th Grader? Lingo Wie Is De Mol YouTube Original and Archive Channels 15. Video Optimisation thumbnails, titles and tagging Thumbnail Title Channel logo Meta Data: Tags / Description Getting Content Seen on YouTube: 16. here did we start?: Branded TV Channels 17. SKINS Original weekly content behind the scenes of Skins DEAD PARROT Original online comedy sitting next to some of the UKs biggest comedy brands Original Channels CRUMBS FOOD Food channel with food bloggers Claire & Lucy McDonald SORTED Food Food with friends, Europe's largest food focused YouTube channel nsert SORTED Food Making Content : 18. Making Content for YouTube Lower production values aren't necessarily a bad thing. A regular broadcast schedule is still relevant. Collaborate with YouTube natives. Community powered content and regular CTAs 19. Original Channels YouTube funded DAILY MIX Beauty and makeover channel featuring celebrities and YouTube talent. BODY TALK DAILY Womens lifestyle channel focusing on health and wellbeing. 20. www.youtube.com/yt/playboo k 21. LITTLE DOT STUDIOS [email protected] 22. 26 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda 23. #smwketchum The co-creation trend Danny Whatmough, Associate Director, Ketchum Digital @dannywhatmough 24. 28 | 24.09.2013 #smwketchum What is co-creation? The process by which a brand works in partnership with a third party to create brand experiences 25. 30 | 24.09.2013 #smwketchum Why is it important? The six principles of persuasion 1. Social proof people do things they see other people doing 2. Authority people are persuaded by people with authority 3. Liking people are persuaded by people they like 26. 31 | 24.09.2013 #smwketchum Why is it important? If you can get people who are similar to the person you're trying to persuade to speak on your behalf, it's a lot easier for you than if you have to try to hammer your message one more time into a reticent mind. 27. Social media changes everything and it changes nothing 28. 34 | 24.09.2013 #smwketchum Where are we going? Controlled Linear Predictable Lack of control Dispersed Unpredictable Brand Audience Brand Audience Brand/ Audience/ Credentialer 29. 35 | 24.09.2013 #smwketchum You will get better creative ideas 30. 36 | 24.09.2013 #smwketchum Your credentialer budget will go further 31. 37 | 24.09.2013 #smwketchum You tap into their world 32. 38 | 24.09.2013 #smwketchum You can be bold and brave (but authentic) 33. 39 | 24.09.2013 #smwketchum There are no limits 34. 40 | 24.09.2013 #smwketchum Thank you Danny Whatmough Associate Director - Digital Ketchum [email protected] @dannywhatmough 35. 41 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda 36. #smwketchum Social media marketing for movies Beth Fallon, Warner Bros 37. SOCIAL MEDIA MARKETING FOR MOVIES 38. GENERAL SOCIAL MEDIA APPROACH Fan pages for each movie from first trailer WB channels aggregrate video views TrueView Skippable Pre-Rolls Film specific & WB handles Using # in materials Strategic Promoted tweets Influence in Organic Search 44 39. 45 40. 46 41. 47 UK Press Ad 42. 48 43. 49 44. 50 45. 51 46. 52 47. PROMOTED TWEETS 48. 58 49. The extractor visited a number of UK cities and fans were encouraged to find him as quickly as possible via clues on Facebook to win the premiere tickets in his briefcase generated high interaction and buzz 50. THOUGHTS TO LEAVE YOU WITH Find the right tone for each media & device Seek strategic opportunities Be quick, reactive & dynamic Encourage conversation & sharing Make people laugh Test and optimise Balance paid for and organic activity 61 51. #smwketchum Creativity in the Age of Social Media Tuesday 24th September 2013 Social Media Week 2013