internet je sexy

Mat Morrison

@mediaczar

http://mediaczar.com/blog

Coming & Going

Listen & Respond

Integration

A little history...

AIDA

AIDA

AwarenessInterestDesireAction

25-34♂

!!!

⤵⤵

How must we change?

Party!

Listen

Respond

Friends, Romans, countrymen, lend me your ears;

He says for Brutus’ sake He finds himself beholding to us all

Our audience...has an audience

How can we exploit this?

Our audiencehas filters

Listen

Respond

ipod nano flaw

Comcast

disgusting dominos employees

In videos posted to YouTube and elsewhere this week, a Domino’s employee ... prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches.

New York TimesApril 16, 2009

Can one very bad week for JetBlue Airways wipe out years of industry-leading customer satisfaction ratings?

New York TimesFebruary 17, 2009

http://www.youtube.com/watch?v=-r_PIg7EAUw

Advertising & Listen/Respond

Fallon: Sony Bravia “Balls” (October 2005)

“Ace of Balls” (October 2005)

Mine 2 Trailer (Jan 2006)

Swansea Tango (May 2006)

But what if we can’t do this?

Where do digital channels fit?

Joined-up thinking

The Integration Triangle

“Real World”

DigitalChannels

TraditionalMedia

350 people on your campaign website is an abject failure...

But 350 people in a train station is a STORY

“Real World”

DigitalChannels

TraditionalMedia

SIMPLE RULE

Move audience from one corner to another

“Real World”

DigitalChannels

TraditionalMedia

Promote

“Real World”

DigitalChannels

TraditionalMedia

Recr

uit

“Real World”

DigitalChannels

TraditionalMedia

Content

“Real World”

DigitalChannels

TraditionalMedia

Archive

“Real World”

DigitalChannels

TraditionalMedia

Content

“Real World”

DigitalChannels

TraditionalMedia

plus :60 TVC2 weeks

“Real World”

DigitalChannels

TraditionalMedia

:60 TVCRadioCross-track/Outdoor

£2.6m

“Real World”

DigitalChannels

TraditionalMedia

Recr

uit

“Real World”

DigitalChannels

TraditionalMedia

Content

“Real World”

DigitalChannels

TraditionalMedia

Archive

best job in the world

“Real World”

DigitalChannels

TraditionalMedia

classified ads & media releases

36,648 videos submitted

“Real World”

DigitalChannels

TraditionalMedia

Recr

uit

16 shortlisted for “reality show”

“Real World”

DigitalChannels

TraditionalMedia

ContentBBC Documentary

1 caretaker chosen

“Real World”

DigitalChannels

TraditionalMedia

Cont

ent

What do all these have in common?

“Real World”

DigitalChannels

TraditionalMedia

People not channels

Listen & Respond

Integrate