Standing out from the crowd Robin Dhara – founder, RedRobin Ged Carroll - director digital, Ruder Finn

hello

Ireland…

Portumna

Advertising Push Messaging

driven by

age gender

race income

geography

Controlled message

Content driven Intent driven

Open conversation

Mad Men

Advertising Public Relations Push Messaging

driven by

age gender

race income

geography

Content-driven via intermediary

news trends

information education

entertainment

Controlled message

Content driven Intent driven

Open conversation

Publicists and spin doctors

Advertising Public Relations Social Media Push Messaging

driven by

age gender

race income

geography

User query driven by

need desire

passion whim

curiosity

Content-driven via intermediary

news trends

information education

entertainment

Controlled message

Content driven Intent driven

Open conversation

Social | digital

Understand the intent

Audience behaviour

Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others

Audience behaviour Intent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Audience behaviour Intent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Destination User chooses destination based on: - Content - Credibility - Trust

Audience behaviour Intent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Destination User chooses destination based on: - Content - Credibility - Trust

Interaction  - With other users - Brands - Organisations

No longer about message broadcast, but dialogue and intent interception

What do we need to know

•  How do we fit into our audience’s lives?

What do we need to know

•  How do we fit into our audience’s lives? •  Where will they go to find us?

What do we need to know

•  How do we fit into our audience’s lives? •  Where will they go to find us? •  How do we set our stall out so that they’ll

be interested

What do we need to know

•  How do we fit into our audience’s lives? •  Where will they go to find us? •  How do we set our stall out so that they’ll

be interested •  How do we get our hands on their money?

Insight

Social technographics profiling tool

Google Adplanner

SocialMention

Channels (or where can I be useful?)

•  Image library •  Archives •  Location details •  Advice •  Research •  Local or expert knowledge •  Entertainment

•  Search •  Social bookmarks •  RSS feeds •  Flickr •  Video •  Blogs •  Social networks •  Q&A sites •  Twitter •  Google Maps •  Where 2.0

What does success look like?

•  Benchmark

•  Ongoing measurement

•  RoE (return-on-engagement)

Lay of the land, set campaign goals

Optimise campaign, spot opportunities

Flaunt our awesomeness

One more word about measurement

Holistic

Whuffie The currency of kudos

Being useful

Being human

Being nice

Being amazing

Corralling an audience

Right audience

Ask them about themselves

Help them help themselves “I wasn’t expecting such a culture shock everything is completely different. I don’t even know which toothpaste to go for.”

“It took me a while to get my head around buying things over the internet and making the payment on line was completely new to me. It’s something that is just taking off in China.”

Issue one

Feb 2011

free vouchersinside

Happy Chinese

New Yearfrom the GB Team

Video

Audio

Text / pictures

Video

Audio

Text / pictures

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Con

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Non

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If you build it, will they come? Probably not.

A bedroom in Tooting

pushmepullyou

Rewarding an audience

Lives of the Artists

Surround sound

Where are things going?

Read: William Gibson, Douglas Coupland & Cory Doctorow

The

web

of n

o w

eb

QR Codes

Real world reactions

Vimeo Festival + Awards

Brainwave Technology

Web as a platform

Mashups

http://youarelistening.to/montreal

Helping customers to help themselves

Helping customers sell themselves

Where 2.0 •  Mashing up web

technology with location information –  Google Earth –  Flickr maps –  Foursquare | Gowalla |

Scvngr –  GroupOn

•  Being able to reach the customer at the right time, the right place with the right information –  Advertising moves from

being selling to useful information

–  Requires balance –  Utility for customer –  Reward for their

attention –  Privacy respected

To app, or not to app, that is the question?

Games With a Purpose

http://espgame.org

Forces of disruption •  Culture / politics clash •  Getting the best law that money can

buy: ACTA, The Digital Economy Act

•  Privacy

•  Technology moves faster than business models

•  Media sector •  Medicine

•  Rapid development •  Web as a platform and OSS reduces

development costs and times considerably

•  Start-up on a credit card - Trumours

•  Impermanence

•  Margins in the long tail •  Most music masters won’t be

remastered for online distribution

•  Badvocacy •  Fatigue

Five ways to use this all to your advantage •  Own your neighbourhood •  Scratch an itch •  Think about the stitching •  How can you reduce the buyer’s risk •  Get out from behind your Mac

People matter, objects don’t that’s all you need to know about social media – Hugh MacLeod

Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.

Do as you would be done by – David Ogilvy

All of us who professionally use the mass media are the shapers of society. We can vulgarise society. We can brutalise it.

Or we can help lift it onto a higher level. – Bill Bernbach

Available for download: renaissancechambara.jp

Thank you for listening

Contact us: Robin Dhara @theredrobin robin@red-robin.co.uk http://www.red-robin.co.uk +447880807752

Ged Carroll @r_c gedarroll@mac.com | gcarroll@ruderfinn.co.uk http://rfistudios.com http://ruderfinn.co.uk +447714123625

http://renaissancechambara.jp Any questions?

Links Planning Tools •  http://www.forrester.com/empowered/tools.html •  http://www.google.com/adplanner •  http://www.klout.com •  http://www.compete.com •  http://www.socialmention.com Research information •  http://pewresearch.org/ •  http://pewinternet.org/ •  http://www.ofcom.org.uk/cmr •  http://royal.pingdom.com Reading •  http://www.out-law.com •  http://econsultancy.com/blog •  http://www.crowdsurfing.net/ •  http://www.wikinomics.com/blog/ •  http://www.micropersuasion.com/ •  http://renaissancechambara.jp/ •  http://mashable.com/ •  http://www.speedcommunications.com/blogs/wadds/

Academic Research

•  Meeyoung Cha – The million follower fallacy: http://an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf

•  danah boyd’s publications: http://www.danah.org/papers/

•  Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi (Notre Dame University): http://www.nd.edu/~networks/HumanDynamics_20Oct05/0505087.pdf

•  Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School: http://www.digitalnative.org/

Professional Bodies •  IPA: http://www.ipa.co.uk •  WOMMA: http://www.wommauk.org •  IAB: http://www.iabuk.net Legal + Regulatory •  ASA: http://asa.org.uk/ •  Consumer Protection from Unfair Trading Regulations 2008:

http://www.legislation.gov.uk/uksi/2008/1277/pdfs/uksi_20081277_en.pdf