WHY IS THERE

NO AUDIENCEFOR WHAT WE MAKE?

AT THE GOLDEN DRUM FESTIVAL, MARTIN WEIGEL

GAVE AN

INSPIRING PRESENTATIONABOUT

OVERCOMINGINDIFFERENCE

http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/

IT’S A

GREATSTART

BUT, WHERE DO WE

GOFROM HERE?

MARTIN’S POINT WAS

CORRECT

NO ONE CARESABOUT YOUR WEBSITE

OR YOUR

FACEBOOK APP

TWITTER, YOUTUBE,PINTEREST

ARE ALL JUST

NOISE

THERE IS SO MUCH INSTANTLY AVAILABLE, PUBLISHING ISN’T ENOUGH

PEOPLE DON’T CAREABOUT THEIR

SOAP’S TWITTER FEED

HOWEVER,

PEOPLE ARE SPENDING

MORE TIME ON THEIR

PHONES AND TABLETS

MORE TIMEONLINE

AND IN

APPS

MORE TIME ACROSS ALL

MEDIA

TV and Video Radio Newspapers Other

Internet Mobile Magazines

Note: time spent with each medium includes time spent with that medium, regardless of multitalsking; for example, 1 hour of multitasking on the internet and watching TV is counted as 1 hour for TV and 1 hour for internet

635 mins

2008

40.0%

21.5%

16.0%

5.0%6.0%

4.0%

7.5%2.6%

630 mins

41.0%

22.5%

15.0%

6.0%

5.1%

7.0%

2009

660 mins

40.0%

23.5%

14.5%

7.5%

4.5%

7.0%

2010

693 mins

39.6%

24.1%

13.0%

9.4%

3.8%

6.9%

2011

3.4% 4.0%

AND IT’S INCREASING

THE OPPORTUNITY

IS

OUT THERE

HOW DO WE

CREATE SOMETHINGTHAT

PEOPLE WANT?

THINGSPEOPLE

LIKE

WHY DID THESE

WORK?

THEY WERE PLATFORMS THAT

ADDED VALUE

THEY DIDN’T JUST

INTERRUPT,THEY

INTEGRATED

INTEGRATEDINTO WHAT WE ALREADY

WANTED TO DO

SO WHY THE

DISCONNECT?

WE HAVE

FIVE BASIC NEEDSIN

LIFEADAPTED FROM: FIRST THINGS FIRST, ROGER & REBECCA MERRILL AND STEPHEN COVEY

FIVE THINGS WE

CONSTANTLY SEEKIN ORDER TO BE

FULFILLED

WITHOUT THEMWE FEEL EMPTY,

INCOMPLETE

THEY ARE

1. SURVIVAL

WE STRIVE UNTIL OUR

BASIC PHYSICAL NEEDS

ARE MET

FOOD, CLOTHING,

SHELTER,ECONOMIC AND PHYSICAL

HEALTH

2. LAUGHTER

LIFENEEDS TO BE MORE THAN

EATING AND SLEEPING.

WE NEED ENTERTAINMENT,SMILES, HAPPINESS,

LAUGHTER

3. RELATIONSHIPS

PHOTO CREDIT: Nasos Z.

WE ALL HAVE

SOCIAL NEEDSTO BE MET

FAMILY, FRIENDSHIPS,

TEAM, COMMUNITY

TO

LOVEAND TO BE

LOVED

4. GROWTH

OUR

MENTAL NEEDSHAVE TO BE MET

LEARNING NEW THINGS

GROWINGPERSONALLY AND PROFESSIONALLY

AND LASTLY...

5. TO BE PART OF SOMETHING

BIGGERTHAN OURSELVES

A SENSE OF MEANING

PURPOSE CONTRIBUTION TO THE WORLD

GIVING BACK

TO BUILD SOMETHING THAT

LASTS LONGER

THAN WE DO

IT’S WHEN WE CREATE CONTENT THAT

TOUCHESTHESE

CORE NEEDS

THAT WE IGNITE

PASSION

IDEAS THATFOCUS ON THESE NEEDS

GO BEYOND CAMPAIGNS

THEY

STARTMOVEMENTS

ADAPTED FROM: BRAINS ON FIRE: IGNITING POWERFUL, SUSTAINABLE, WORD OF MOUTH MOVEMENTS

MOVEMENTS ARE

NOTABOUT PRODUCTS

MOVEMENTS ARE ABOUT

PASSION

MOVEMENTS

INSPIRE BEHAVIOR

THE PRODUCTBECOMES

THE CONDUITTO PASSION

THE PRODUCT IS THE

ENABLER

WE’RE

NOT IN THE BUSINESSOF

IMPRESSIONS

WE ARE IN THEBUSINESS OF

INTEGRATING

CONTENT

CONTENT THAT

ADDS VALUE

CONTENT THAT MEETS

CORE NEEDS

INTEGRATEDINTO PEOPLE’S LIVES

ONE AGENCYIN ORDER TO REACH

WOMEN 18-49

A

KEY DEMOGRAPHICFOR

HOUSEHOLD PRODUCTS

CREATED A

DAILY, SERIALIZED

STORY

ABOUT THE

DRAMATIZEDLIVES OF FAMILIES

ALSO KNOWN AS

THE SOAP OPERA

SOAP OPERAS WERENOT

ABOUT SOAP

SOAP OPERAS WERESTARTED BY

ADVERTISING AGENCIES

AND

OWNEDBY

THE CLIENT

PROCTOR AND GAMBLE

GENERAL FOODS

IN 1948, THE TEN

HIGHEST-RATED DAYTIME PROGRAMS

WERE

ALLSOAP OPERAS

BY THE 1970s, NETWORKS WERE AIRING

10 HOURSOF SOAPS

EVERY DAY

THIS LED TO

MORE CONTENT

MAGAZINES,DIGESTS,

EVENTS,CONTESTS,

AWARD SHOWS

EVEN A

DEDICATED NETWORK

ADVERTISING AGENCIES

BUILT THIS

AND PEOPLE

INTEGRATEDIT INTO THEIR

LIVES

BECAUSE IT

ADDED VALUE

BECAUSE PEOPLE

FELT THAT THEY WERE PART OF

SOMETHING

AGENCIESALSO

CREATED

THE ANDYGRIFFITH SHOWTV GUIDE’S 9TH BEST TV SHOW IN HISTORY

http://www.cbsnews.com/2100-207_162-507388.html

THE DICK VANDYKE SHOW

http://www.emmytvlegends.org/blog/?p=6110

THE $64,000 QUESTION

THE $64,000 QUESTION WAS

WRITTEN, PRODUCEDAND

BROADCAST

COMPLETELY WITH

AGENCY FUNDS

http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/

REVLON SOON PICKED IT UP

WITHIN FOUR WEEKS,

IT BECAME #1

http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/

REVLON BECAME #1, TOO.

http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/

AND THE GAME SHOW GENRE

WAS BORN

PINTEREST, INSTAGRAM, AND

SPOTIFY

ARE JUST LIKE SOAP OPERAS

PLATFORMS THAT ADD VALUABLE CONTENT

AND INTEGRATE INTO PEOPLE’S

LIVES

IMAGINE IF YOU PITCHED

THE IDEA OF

INSTAGRAM

OR

THE IDEA OF

PAYPAL

OR

OR MICROFINANCERS

OR

THE IDEA OF

OR

OR

HOW DO WE

START?

1. FIND THE

PASSIONCONVERSATION

ADAPTED FROM: BRAINS ON FIRE: IGNITING POWERFUL, SUSTAINABLE, WORD OF MOUTH MOVEMENTS

WHAT ARE YOUR CUSTOMERS

PASSIONATE ABOUT?

HOW CAN

YOUFIT INTO

THEIRLIVES INSTEAD OF

THE OTHER WAY AROUND?

2. REFRAME THE PRODUCT

CONVERSATION AROUND THE PASSION

IT’S

NOTABOUT

YOU AND YOUR PRODUCT

IT’S ABOUT

THEIR PASSION

“PEOPLE DON’T BUY WHAT YOU DO, THEY BUY

WHY YOU DO IT”SIMON SINEK

SOURCE: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

3. CREATE CONTENT PLATFORMS AS

CONDUITSTO

THIS PASSION

HOW CAN YOUR PRODUCT

HELP THEM

DO MOREOF WHAT THEY

REALLYWANT TO DO?

NIKE+ HELPED RUNNERS GET

MOREOUT OF RUNNING

4. NURTURETHE PLATFORM

MOVEMENTS TAKE

TIME

IT TOOK PINTEREST

3 YEARSTO BECOME AN

OVERNIGHT SUCCESS

http://en.wikipedia.org/wiki/Pinterest

PANDORA NOW HAS

56 MILLION USERSBUT TOOK

12 YEARS TO GET THERE

http://en.wikipedia.org/wiki/Pinterest

PEOPLEWON’T GIVE AWAY

THEIR

ATTENTION

BUT THEY WILLTRADE IT

FOR

SOMETHING VALUABLE

@marblehead jramirez@moroch.com

moroch.com