Download - Dobrandsneedagencies
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do brands reallyneed agencies?face forum, november 2009, london
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settingsome of the
context
with a few edited highlights fromour 2009 Tech Tribe report into
attitudes and behaviour of 18-25year olds
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18-25 importantnot because
young adults arerepresentative
today… butbecause they
are earlyadopters and do
represent thefuture…
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just as we have started to get to grips with the ‘web’ so itchanges from being a place that people go to a place that is
all around us all of the time
contribution to social media still growing butgenuine content creation remains pretty stable
Influence of inner (my friends) andouter circle (the internet) onpurchase continues to grow
online is not just another channel – it represents the world that youngpeople live in
some key themes from ourtech tribe 2009 report
rapid changes in attitudesand behaviour due to
recession
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…‘online’ starting to catch up with ‘offline’across all types of content consumption
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76% watched TVonline (up from 45%
in 2008)
…reading newspaper & magazines is first totip from ‘offline’ to digital…. what’s next?
spending more timereading newspapers &
magazines digitallythan on paper
spending an average of30 minutes a day
watching TV online
58% downloaded films towatch online (up from
38% in 2008)
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58%* have usedmobile to access the
internet
…and a new generation that will be always on– they don’t go to the web, the web comes tothem
*and handset functionality & cost are the main barriers at the moment
up from 50% in 2008(41% in 2006)
up from 5% in 200825% use mobile internetevery day
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67%* social networking66% email60% finding places57% information
…so far mobile internet use mirrors someaspects of ‘traditional’ online behaviour
* of those who have used mobile internet at all
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Skype / IM (50% used /
intend next 12 months)Other Apps (45%)Video-Messaging (40%)Geo-Tagging (40%)Twitter (30%)Augmented Reality (20%)
…but there are some interesting newapplications on the horizon
* of those who have used mobile internet at all
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…contribution to social media still growing butthe number of true content creators remainsrelatively stable
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…around 4 in 5 are actively engaged in somekind of social media
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…around 3 in 5 will actively read otherpeople’s blogs, forum posts and reviews
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…around 3 in 10 will contribute to the internetby commenting, adding to forums, postingratings or reviews
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…around 2 in 10 will genuinely build theinternet through blogs, their own websites &uploading their own videos
this has edged upwardsfrom around 15% in 2007
but it is still a case of aminority (albeit substantial)
talking to the majority
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…but when it comes to influence on purchase,young people are heavily influenced by theconversations going on in their inner circle
93% are influenced bywhat friends tell them
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…but the outer circle is becoming increasinglyinfluential too
85% are influenced bywhat they read or hear
generally online (upfrom 70% in 2008)
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…twitter is not being used by everybody(contrary to its media status only around 2 in10 young people have used it)
these young people haveused twitter this year
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…compared to the (continuing for now)primacy of facebook
this person isn’t even onfacebook!
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66% have made their socialnetwork more private
55% have cut back on theirfriends /become more picky
about who they accept asfriends
32% are using socialnetworks less
…but social media behaviourdoesn’t stand still
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80% say the recessionhas changed the way they
think about the future
67% paying special attention topromotions and special offers
56% staying in with friends morerather than going out
52% taking food they have made athome to work, school or college
…behaviour change fast – how quickly canbrands respond?
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70% agree that quality ismore important than quantity
in today’s climate
54% started to only buythings I really need now
backlash against 15 minutesof fame culture – only 12%
agree that fame is desirable
attitudes change quickly, how quickly can werespond?
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what thismeans in2010 andbeyond?
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evolved consumershuge untapped creative potential
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empoweredconsumer
quick, easy, cheap waysfor voicing your opinion,
super connected,always on
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participatory culture...way beyond media and consumption
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post-consumer era“this is not a question of scale.
It is a different way of existing” J.Murdoch
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omnivorous remix/review“it is no longer about what your brand does to the consumer butwhat consumers are doing to and with your brand” Mark Earls
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“where the truth lies”
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media clutter
not only trust in adshas fallen but also itsstructural capacity ofgenerating influence(reach)
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sea ofniches
personalization,diversification,fragmentation,niches culture,
tailoredapproach
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always in beta personalization and diversification also
mean that systems are getting flexible andadaptive to incorporate the users input
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around me:pull NOT push
fragmentation also means the new andonly potential center is now “me”
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rise of the real-timecollective mind
gettinginformation that’s
relevant to who Iam, where I am
and what I’m up to
sharinginformation withthe right people,
at the right time, inthe right way
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It’s notinformationoverload.It’s filterfailure (c. shirky)
But filtersare gettingbetter
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ambient modelcontinuous
togetherness
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and now these conversationsare moving offline
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stopcalling it
newmedia
and digitalit’s here
andeverywhere
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how is marketing[still]
responding to all this?
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ivory tower mentality
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consumers don’t reallyknow what they want
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still dreamingof raisingthe perfectconsumer
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consumersas passive
respondents
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campaigns
consumersengage with
brandsevery day
why shouldbrands engage
with themquarterly?
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one sizefits all
supposedlyconsistency...
actually,blindness to
organic diversity
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command& control
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monolithic brands
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planning in silos
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not invented here syndrome
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asynchronous mode
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the world has changed
marketing, branding andthe “agency model” haven’t
changed that much...
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brand agency
radio
tvbrand
agencies
consumers
channels
online
exp
insight
insight
new
new
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marketing : social media = tin pan alley : rocknroll
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how do we move away fromthis model?
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social media is NOTanother channel
is the platform where all media convergeand the glue between brands and
consumers
+insights+idea generation
+testing & validation+distribution
+wom & advocacy
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brand don’t own the spaceanymore, consumers own it
strategy should be built around themnot around the brand
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It’sjust
peoplenot alien
“consumers”
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stop thinking of “the others”
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it’s all about immersion
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tapping into the richestinsight field, free,
spontaneous,always up-to-date
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consumersas partners
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the web asworld’s largest
creative department
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continuousengagement,
not campaigns
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conversations andrelationships, NOT
messages
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cross-mediaexperience-driven
not channel-driven
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one sizedoesn’t fit all
1000 headsfor
1000 msgs
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agile brandingresponding to change over following a plan
[adaptive brand planning]
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old vs new model
consumersobservationrespondents
messagescampaigns
one sizechannels
silosmonolithic
peopleimmersionpartners
relationshipsstory
niche tailoredexperiencescollaboration
adaptive
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brand agency
radio
tvbrand
agencies
consumers
channels
online
exp
insight
insight
From this…
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brand agencytv
radio
web
exp
social media
ideas
brands
people
ambie
nt
facilitate channels
insights
insig
hts
ideas
To this…
brand
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Fast Company predicts"Ad agency executive" to
be among six jobs thatwon't exist in 2016
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but is it reallyall about
bottom-up andcrowd engagement?
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“only works with a simple and well-defined brand”
“I don’t want 1000 ideas, I want one really good one”
“you won’t get a collaborative process”
“you need to have arguments”
“crowd-sourcing doesn’t lend itself to the big idea”
“no access to strategy or insight”
“all you get is a bunch of one-off ads”
some reactions...
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let’s take a stepback
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+bottom-up richness+global crowd+diversified crowd+wider range of talent+cost-effective+lots of ideas+rich insight+consumer-brand relationship+peer-rating+buzz
what you get
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what’s missing
-it’s many-to-one-not very targeted-it’s bottom-up but still vertical-access to insight and strategy (confidentiality)-collaboration-editing, building on, refining-funneling process-face-to-face-strategic thinking
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“the bottom-up mindwill take us much further,
but will never take us to the end goal”(kevin kelly)
bottom upis not enough
Crowd-sourcing needs to be part of a bigger process
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let’s take a lookat another approach
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co-creation
Is the act of company stakeholderscollaborating directly with selected (usuallysmaller) groups of consumers to work on a
specific brief.
Is about leveraging consumers’ creativitywithout preempting the results of the process
Can take place on-line in communities or/andoffline in workshops
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+few-to-few-to-one+more targeted+bottom-up and top-down+collaboration, editing, building on+refinement and funneling+online & face-to-face +access to insight and strategy (confidentiality)+strategic thinking
+faster process+immersive+robust and tailored concepts
what you get
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-smaller crowd-local-less diversification-fewer ideas-more expensive than crowd-sourcing
what’s missing[compared to crowdsourcing]
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the case for a hybrid model
bottom-up + top-downcrowds + individuals
group thinking + individual thinking
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listen plan engage measure
consumer immersion
co-creationcrowd-sourcing
downloadworkshop
the hybrid model
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listen plan engage measure
consumer immersion
co-creationcrowd-sourcing
downloadworkshop
top down
bottom-up
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listen plan engage measure
consumer immersion
co-creationcrowd-sourcing
downloadworkshop No longer
a linear process but a loop
the hybrid model
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a new habitat
requires a new species(RT @samreid420)
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in otherwords,shortansweris:maybe
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or not