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Digital trends + how they will affect your digital strategy
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© McCann Manchester Limited
© McCann Manchester Limited
JOANNA HALTON
Social Media Strategist at McCann Manchester
@JoannaHalton
© McCann Manchester Limited
280 people
30 dedicated to PR and social media
15 insights specialists
12 international specialists
Experts in creative content campaigns.
Full service agency: strategy, creative,
production, execution and evaluation
© McCann Manchester Limited
We get people talking about brands, products, issues in a way that delivers business benefits
© McCann Manchester Limited
DIGITAL TRENDS
How they may affect your current digital strategy
© McCann Manchester Limited
OPERATING IN A MULTI-PLATFORM WORLD
© McCann Manchester Limited
RESPONSIVE DESIGN + DEVICE FRAGMENTATION
iOS Devices Android Devices
Source: opensignal.com/reports/fragmentation-2013/
© McCann Manchester Limited
© McCann Manchester Limited
70%
of people trust opinions of other unknown people shared online
Source: Nielsen Global Online Consumer Survey
92%
consumers around the world say they trust earned media
(word-of-mouth and recommendations from friends and
family) above all other forms of advertising
POWER TO THE PEOPLE
© McCann Manchester Limited
Source: Google ZMOT
THE CUSTOMER JOURNEY GETS MORE COMPLEX
© McCann Manchester Limited
The best advertising,
isn’t advertising.
- Ajaz Ahmed, Found, AKQA
“ “”
© McCann Manchester Limited
• Digital media • Print media • Social Advertising • Facebook • Native PR
Paid
• Facebook • Twitter • Blog • YouTube • Other social channels • Website • Apps
Owned • Forums/Reviews • Facebook • Twitter • Youtube • Blog • Blogger outreach • Digital PR • Content Marketing • SEO
Earned
INTEGRATION OF MEDIA TYPES
© McCann Manchester Limited
BLURRING OF OFFLINE + ONLINE
© McCann Manchester Limited
GOOGLE WANTS YOU TO MAKE CONTENT FOR HUMANS
© McCann Manchester Limited
CONTENT MARKETING FOR MCCANN MEANS
MAKE STUFF THAT
PEOPLE WANT TO SHARE
© McCann Manchester Limited
McCann Manchester Content
© McCann Manchester Limited
RED BULL STRATOS
Viewed by
eight million people on YouTube
Facebook post gained 216,000 likes within 40 minutes
© McCann Manchester Limited
THE SUCCESS OF RED BULL
By turning into a publishing company, Red Bull
attained 44% market share and sells 4.6 billion cans.
Red Bull Media:
• Employs 140 people
• Record label, magazine, content hub, on the ground
content producers
• Red Bull Content Pool licenses content to other
publishers
© McCann Manchester Limited
What you say, sticks:
No fat chicks!
http://bit.ly/JHCocaCola
© McCann Manchester Limited
CREATE SOCIAL + CONTENT CENTRIC CAMPAIGNS
http://bit.ly/JHShareACoke
© McCann Manchester Limited
TENT POLE AND PEGS
1. Brand Story underpins all content
2. Micro content delivers always on
contact with brand
3. Keeps brand, product, campaign
message front of mind
4. Tells brand story in a compelling way
across all touchpoints
© McCann Manchester Limited
STRATEGY & CONTENT:
Useful Valuable Entertaining Relevant In context Discoverable
Always ON, snackable content • Graphic photos
• Short videos [Vines, Instavideos]
• Infographics
• Short animations
• Animated GIFs
• Graphics
MICRO / ALWAYS ON CONTENT
© McCann Manchester Limited
HOW THIS WORKS
Sep Oct Nov Dec Jan Feb
MACRO
Campaign activity
MICRO /
ALWAYS ON
(Daily Content)
1
2
An illustration of how they can fit together.
© McCann Manchester Limited
DUMB WAYS TO DIE
McCann Melbourne for Metro Trains in Melbourne
Trains travel in a straight line. If you
get hit by a train, you’ve probably
done something wrong which makes
getting hit by a train one of the
dumbest ways to die.
http://bit.ly/JHDumbWaysToDie
© McCann Manchester Limited
© McCann Manchester Limited
Nobody reads ads.
People read what interests them.
− Howard Gossage, Copywriter & Founder,
Mander, Freeman & Gossage
“
“” Sometimes, it’s an ad.
© McCann Manchester Limited
CONTENT IDEA
AMPLYFYING
THE
CAMPAIGN TOYS
PAID
MEDIA
CREATIVE
WEBSITE
EARNED MEDIA
SITES & BLOG,
TWITTER, SEO
GAME
VIDEOS CREATIVE
PHOTOS
ANIMATED
GIF
INFOGRAPHIC
OWNED
SOCIAL
PROPERTIES
© McCann Manchester Limited
Source: Experian Marketing Services
NUMBER OF DEVICES USERS ARE ACCESSING THIS CONTENT
KEEPS GROWING
© McCann Manchester Limited
Source: Experian Marketing Services
MULTI-PLATFORM BRAND EXPERIENCES
http://bit.ly/JHBeMoreDog
© McCann Manchester Limited
Source: Experian Marketing Services
PROMOTE +
CROSS-PROMOTE
YOUR CONTENT
© McCann Manchester Limited
SUMMARY
− Planning for multi-channel: Building in responsive design into your processes
− Power to the people: Consumers have a voice and it can influence your potential customers
− Customer Journey gets more complex: Ensure your consumers have the right content available
to support them in their decision
− Integration of media types: Paid, Owned and Earned begin to blend
− Blurring of online + offline: Creates opportunities and complications
− Google wants quality content: Make it for humans not for bots
− Brand Story telling: A big idea that is executed well across channels
− Macro and micro content: Campaigns with large, brand initiatives and always on content
− Multi-platform brand experiences: Content that engages your audience whatever the medium
− Promote your content: Cross-promote with your other channels or through paid
© McCann Manchester Limited