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Hi, my name is Eric and I am an advertiser. (“Hi,
Eric.”)
I love this business. I really do. I freaking love it.
Well — maybe not some intrusive ad techniques. But
I love the craft – the wonderful, Madmenny
creative craft of advertising.
Probably because, back when I was a kid in the 1960s, I used to love the
show Bewitched. Besides my crush on Elizabeth Montgomery, I loved that ad execs Larry Tate and Darren Stephens
used art, clever copy, acting, photography and sometimes even
magic to persuade, educate and sell.
And at the end of every meeting, they had BOURBON! AWESOME!
“Mommy, that s the job I want!!”
I m also old enough to have been online since 1977 - before the dawn of the social web. This is my blog, which back in 1995 we called a “Personal Web Site.” That s me, 15 years and, oh, 30
pounds ago, sharing photos, opinions and helpful tips. And on my site, people could stop by and leave their names and comments
on something we called a “Guest Book.”
The web WAS social, and it was a place free of advertising.
150 YEARS OF INERTIA
Advertisers saw an opportunity to reach
people in social venues, and initially
approached them the same way they
approached everything else: with
a publishing mindset.
And why not? Our profession has 150
years of inertia behind it. We re still paid and rewarded
based on our ability to persuade, educate
and sell.
This publishing mindset created a massive
backlash from social media gurus, social media ninjas, jedi masters, senseis,
rockstars — 16,000 self-proclaimed gurus as of last year, just on Twitter.
They ve largely scolded business owners and
marketers with dismissive statements like these, i.e., “new is good, old is stupid.”
Many of them talk about marketing yet have NO marketing experience whatsoever. #ironic
“Join the conversation!”
“Advertisers only think in
terms of campaigns.”
“Marketers need training pants!”
“It s about a dialogue!”
INTERACT. SHARE. GET OFF YOUR ASS.
We want people to
interact with our content. To share it
with friends. To get up and take
action, to DO something.
Activation is a greater CREATIVE CHALLENGE
ACTIVATE INFLUENCE ENGAGE PUBLISH LISTEN STUDY
It’s also a greater REVENUE OPPORTUNITY
MARKETERS MUST BREAK OUT OF THE PUBLISHING MINDSET
STEP 1:Study the
competition, the tools & the trends.
STEP 2:Listen for what
your market wants to hear.
STEP 3:NOW you
can publish the right content,
cost-effectively.
STEP 4: We don t just
want eyeballs and reach.
Content should be engaging,
interactive.
STEP 5: Even better if we can inspire faving, sharing, liking,
fanning, forwarding.
STEP 6: Our ultimate goal is activation:
advocacy, loyalty,
preference.
Marketers often stop at the Publishing step, and frequently leave out Study
and even Listen. How much more could we accomplish if aimed beyond?
DECISION-MAKING IS 95% EMOTIONAL, 5% RATIONAL.
Research done by Nobel Laureate Daniel
Kahneman shows that we have two systems for
making decisions: rational processing & emotional processing.
The problem is that emotions are easy to
process rapidly, and on parallel paths. Emotions
are effortless.
But rational thinking is single-threaded, takes effort, and is slow to
process. So guess what? 95% of our decision making is based on
emotions!flickr.com/photos/myklroventine
CREATE AN IDEA TO EMOTIONALLY MOVE PEOPLE …OVER RICE?UNILEVER CPG PRODUCT WITH A VERY RATIONAL HEALTH BENEFIT
SIDEKICKS MARKET SHARE WAS DECLINING DUE TO INCREASED COMPETITION AND A PERCEIVED HIGH SALT CONTENT
COULD 25% LESS SODIUM BE ANY LESS INTERESTING?
In addition to the traditional media, our
DDB social media team came up with a plan to
give Salty a social media stage for his life after
being snubbed.
We engaged with people directly through various social channels in the
“voice” of Salty, to raise brand awareness and
engage users, influence behavior and activate
them to create content.
ENGAGEMENT.
Our team posted photos of Salty and Pep on
hikes and in unexpected places. People
immediately began engaging with Salty and
Pep online.
We also created three film-quality spots for YouTube distribution only, which continued the story of
Salty s Life away from the dinner table.
Poor little Salty couldn t catch a break anywhere. This let us continue the story after the original
broadcast campaign concluded and was pulled.
Our Radar DDB team even had Salty and Pep
showing up in unexpected places like
creepy webcam site ChatRoulette. Instead of
some shirtless dude with a chinstrap, people
connected with a salt and pepper shaker.
Surprise!
INFLUENCE.
Immediately, Salty came to the attention of both the
traditional press (Creativity, Communication Arts,
Strategy, Financial Post) as well as numerous bloggers, who talked about how Salty corresponded with them, in this case, with a link to his
dating adventures.
Let s see how that went.
The response has been incredible.
We ve inspired and incented people to create and submit
their own content…receiving responses
like this.
Some who acquired the shakers shot and uploaded their own YouTube videos —
some with thousands of views.
Some people even took time out of their busy days to create pasta art.
Pasta art around a brand icon. Think about that.
SO DID IT WORK? OUR RESULTS FOR KNORR
6000 FACEBOOK FANS – 1 MONTH
375,000 VIDEO IMPRESSIONS IN FIRST 30 DAYS; TOTAL MEDIA COST: $0
20,000 SALTY & PEP SHAKERS SOLD OUT IN FIRST 25 DAYS
HIGHEST WEBSITE TRAFFIC EVER
UNIT SALES ROSE BY 24% OVER PREVIOUS YEAR
SIDEKICKS SURPASSED UNCLE BEN S AS #1 BRAND IN THE CATEGORY
WHAT RESULTS WOULD WE HAVE SEEN IF WE D ONLY PLANNED SOME SOCIAL MEDIA TACTICS?
OR JUST A COMMERCIAL?
SO, NO, YOU DON T NEED A SOCIAL MEDIA STRATEGY.
YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR AN ACTIVATION STRATEGY.
WHATEVER THE MEDIA.
AN EMOTIONALLY APPEALING IDEA + A MEDIA-AGNOSTIC APPROACH = ENGAGEMENT, INFLUENCE AND ACTIVATION ACROSS ALL MEDIA
USE TRADITIONAL TO START AND/OR SUPERCHARGE A SOCIAL CONVERSATION
USE SOCIAL TO REVERBERATE AND AMPLIFY THAT MARKET IMPACT WHEN TRADITIONAL IS OFF-AIR
MARKETERS:
DDB CANADA CREATES ACTIVATION.
I m employed by DDB Canada, which has been named Strategy Magazine s Agency of the Year – 5 of last 10 years – that s hot.
Our Vancouver office includes 20 full-time social media moderators, cultivators and specialists.
Our specialties: TRADITIONAL. DIGITAL. MOBILE. SOCIAL. USER-GENERATED. AND STUNTS.