how should brands act online? a presentation for leo burnett

HOW SHOULD BRANDS ACT ONLINE?JAMES LLEWELYN-DAVIES

#HSBAO

ONLINE /OFFLINE

THERE IS NO ONLINE/OFFLINE

- The 21st century is a digital century.

- Online is a rapidly expanding market – spend in this sector has risen by over 16% in the first half of 20131.

- Brands should not consider themselves as online/offline – they should exist as one entity.

1 Source: Advertising Association/Warc as in Campaign Magazine

Bridging the online/offline paradigm

SECOND SCREEN

#DancePonyDance

SECOND SCREEN HASHTAG

THE POWER OF TWITTER- Since being founded in 2006, twitter now has over 550

million registered users.

- #blankscreenupdate

- Offers online, real-time reports of the world.

CONTENT“IF THE INTERNET WAS A PRETTY FACE, ADVERTISING WOULD BE ITS WART.”

DAVE LEE, TECHNOLOGY REPORTER BBC NEWS, 5TH DECEMBER 2013.

ONLINE CONTENT

Online content needs to be…

I. Relevant

II. Snackable

III. Native

IV. Mobile

V. Respectful

Oreo Cookies: Superbowl XLVII

SNACKABLE CONTENT EXAMPLE

GEICO’S ‘HUMP DAY’

SOCIAL MEDIA

SOCIAL MEDIA

- @TescoMobile – 50,000+ followers.

- When published on Buzzfeed, this article alone was shared on facebook 32K times, liked 130k times and tweeted about 16k times.

SOCIAL MEDIA- Should all brands be present on social media – is it

appropriate?

- #AskBG

CONCLUSION

CONCLUSION

1. For brands to succeed they must not exist as ‘online/offline,’ instead they should stand as one entity.

2. In this digital age of prosperity brands should take advantage of the second screen and campaigns must be integrated with digital/online.

3. Content that is produced for online viewership must be engaging, snackable, native, respectful and mobile.

4. When using social media, brands must establish and maintain a personality whilst not intruding on others experience.