behaving like a rock star by alan parker
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Behaving like a rock star
Presented by Alan Parker
Head of Digital, GolinHarris
March 15, 2011
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The rebel with a cause….
…that has become the storyteller of the 21st century
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we take clients from one-way mediums to conversation, engagement…..relationships
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they need to attract and engage with an audience of thousands, millions.
…attracting and engaging with an audience of thousands, millions.
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Today, they need to be interesting, entertaining, loveable…..
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So, as we create this new “beings” for brands….
…are we in fact using social media to make celebrities out of our brands?
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The question is, how do we drive success? What type of celebrity do we want to be?
How to behave like a (digital) rock star
“What turns me on about the digital age, what excited me personally, is that you have closed the gap between dreaming and doing”
OK, but how?
Are you sitting comfortably?
Then let me begin….
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It’s a kind of magic?
Objectives, objectives….objectives
More like One vision
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Ernst & Young Australia
Make graduates and undergraduates want to come and work for us
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St John ambulance
Make more people learn first aid….save more lives
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Clear objectives
Defined rationale
Precise communication imperatives
Rock star behaviour
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Storytelling
One hit wonder, one-dimensional act?
Innovative and engaging storyteller…
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Toblerone
Excite the influentials….get the evangelists talking, get the socials sharing
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Don’t run a campaign, tell a story
Engage and excite ALL or your audience
Understand their needs and wants
Rock star behaviour
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Magnum
A day without pleasure is a day lost
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Be yourself
Remember why you’re great
Remember who put you where you are
Rock star behaviour
when the sale comes first and the truth comes second…
… when the truth comes first and the sale comes second
Conversations and relationships…
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Orange Twitfix
Share our love of movies with our audience
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Tullamore Dew
Celebrate St Patrick’s day
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Growing your community
You can’t be a rock star…… unless you’ve got a bunch of hits
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Success is understanding your audience
Build upon your previous “hits” – what was hot, what
wasn’t?
Give them what they want
Rock star behaviour
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Crisis and issues
Dealing with the epic fail….. and the “S” word
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Terry’s of York
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CSR and social
CSR isn’t just a box tick, a day in a field planting trees..
it’s pervasive and your audience expects to see you doing this within social media…
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Get involved in something relevant
Dedicate real resources – time, budget…
Expect nothing in return
Rock star behaviour
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Innovate
Go a bit GaGa every now and then…
Push the boundaries of the tech…
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User generated reality
The single biggest driver of viral activity is human behaviour
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Be bold, be a bit crazy
Scare yourself…and your team
Be brave
Rock star behaviour
“As a rock star, I have two instincts, I want to have fun
and I want to change the world. I have a chance to do
both”
Rock star behaviour
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As a rock star, I have two instincts, I want to have fun, and I want to
change the world. I have a chance to do
Cheers
@digiwedo
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