grupo 42 - sex, data and memes
DESCRIPTION
How media will evolve.TRANSCRIPT
HOW MEDIA WILL EVOLVE: SEX, DATA AND MEMES
In collabora4on with
We asked ourselves a holy-‐grail ques<on:
How can adver<sing stop being invasive announcements…
… and evolve into meaningful conversa<ons?
AIerall, conversa<ons have the same ingredient
that makes the internet unique: Interac<vity.
Newsflash: Tradi<onal Media lacks interac<vity. 20th century rules don’t apply to 21st century media.
Now, new adver<sing models are possible: smartphones + social media hold the key for meaningful interac<ve adver<sing.
FIRST, MARKET FUNDAMENTALS: GET READY FOR SMART & SOCIAL MOBILE.
#MEMES
#MEMES
Brazil has 55 million smartphones, 20% of
mobile park. It’s expected to reach 130 million by 2015.
Source:
Argen<na has 11 million smartphones, 19% of
mobile park. It’s expected to reach 35 million by 2015.
Source:
#MEMES
#MEMES
#MEMES
But now, Social Media became the Killer App
of smartphones.
#MEMES
But now, Social Media became the Killer App
of smartphones.
(Killer App: what Mario Bros did for the Game Boy)
#MEMES “Two birds with one stone”
#MEMES
#MEMES
SOCIAL & MOBILE BRANDING: REALITY IS THE NEW AD
Then, don’t focus on the ends…
…focus on the #MEMES
“A meme is a unit of human cultural
evolu<on analogous to the gene (…)
It’s a message that’s contagious in the same way a gene<c virus is.”
Sir Richard Dawkins, 1975
Example: Trending Topics are #memes that reached <pping point.
Memes have Epidemic Behaviours like genes do.
Memes spread like viruses: the nodes with more connec<ons –users with more influence–
are the main agents of a message.
Tradi<onal Media has a “one to many” model. Interrup?on Adver?sing was their game: “we talk, you listen.”
Gen Y does not want to be Interrupted
anymore. They have mul<-‐tasking afen<on.
Social Media is the first “many to many” kind of media. Everyone has their share of voice.
And it’s good listeners what make a Conversa?on. Being compe<<ve, means detec<ng memes in real-‐
<me and act fast.
#SusanGlenn Axe Campaign: Memes + TV
Meme<cs is about Disrup?ve Adver?sing
Interrup<on models need you to pay afen<on, you must adapt to the content…
…while disrup<on models aim to hack your afen<on, the content adapts to you.
HOW WE DO IT? SOCIAL MEDIA DATA MINING
The average person today processes more data in a single day than a person in the 1950’s did in its life<me.
Data Mining is applying computer algorithms to
detect meaningful behaviours.
Zenzey finds the memes that mafer.
Filter social media streams with Keywords and Demographics
Explore conversa<on Insights and iden<fy key memes.
Trigger automated ac<ons to enhance Conversa<ons.
Measure every single aspect of each Campaign
Iden<fy the real Key Opinion Formers.
CASE A: MEME MARKETING
We detected in Real-‐Time conversa<ons in Twifer from
women about their hair, fashion and related topics.
We get over 60.000 relevant conversa<on opportuni<es per month in Argen<na.
Our Agent Accounts tweet about fashion and hairstyling, and reply to tweets that meet Sedal’s criteria on Zenzey.
93% of the replies to our Agents are posi<ve or neutral. 35% of the tweets with links, get clicked.
And we get Insights revealing the keys to drive the conversa<on. For Afro and Curly Hair, it was #Rock
So we generate content accordingly, even working with the Key Opinion Formers that Zenzey detected.
The quan<ty of users sent by Zenzey to Sedal’s blog averaged the same number than other sources.
Users that visited the Sedal Blog detected by Zenzey on Twifer spent 4X more <me with the content.
CASE B: MARKET RESEARCH DATA MINING
For a new fragance, they asked us: How are people talking
about love around the globe?
Zenzey processed over 1 Million tweets with public displays of love, from the UK, USA, Brazil and Argen<na.
In 1 month, we delivered over 125 different insights.
Including key movies, tv series, songs, and of course #memes
for every market.
TEXTING on their daily rou4ne It´s extremely important to receive a text message before sending it to the other person. The wow factor is very effec4ve. Text messages are an essen4al part of a couple daily rou4ne. They need to receive “good night” and “good morning”, otherwise they will feel sad.
"That amazing feeling when your crush texts
you first"
"I get NO good morning/night calls/
texts"
Insight Example #1
#WHEN as a descrip4ve vehicle: When girls start their tweets using the hashtag #When it means that they are about to describe a specific and unique moment that makes them feel happy. It´s a great vehicle to understand, promote or just iden4fy “Romance” moments.
"When they shut you up by kissing you"
"When you take forever to say goodnight cause you don't want to stop talking
to each other"
Insight Example #2
The First Time: They refer to First Time in two ways: -‐ Like a nice memory: LOVE AT FIRST SIGHT is a common topic among girls. They mainly talk about first kisses, first 4me they met their boyfriends, first 4me they saw a boy, etc. -‐ Like a sexy experience: “Kiss me like I was your first 4me”.
"#MeFirstKiss was in the snow. He was walking me home at night and spun me around and kissed me. It was by far the most roman4c first kiss"
"I never believed in love at first sight… un4l I first saw you”
Insight Example #3
Love & Rain Rain seems to make everything more roman4c. Also, being tucked in bed when it’s raining seems to be a generalized sense of well being.
#ThingsThatILove the sound of rain piger-‐pahng on your window when you're all snuggled up in bed
Boy: "Make me food." Girl: "Be more roman4c.” Boy: "Make me food in the rain."
Insight Example #4
The best part? Not even Don Draper can write
tweets with such quality and in that quan<ty.
CASE C: SOCIAL LENS
On November 8 (#8N), Argen<na had its biggest protest in years. People organized it using mostly
social media.
We analyzed 1 Million tweets to iden<fy the most ac<ve users during that day using the hash #8N
Our clustering algorithm automa<cally detected a big presence of bots
And it wasn’t just any kind of bot. In a very literal way, the most effec<ve ones
where Fembots.
This is how they look. Design, copywri<ng and avatar have all a realis<c
feeling to them.
Our bot detec<on technology reduces the noise and enhances the signal when looking at
Social Media.
Being digital, is being interac<ve. And being interac<ve is about being able to talk AND listen.
AIerall, it’s all just basic communica<on.
San<ago Siri @SANTISIRI
san<@popego.com
Manolo Chada @MANOLOCHADA
Learn more on how leading brands use Zenzey
Marco Gomes @MARCOGOMES marco@boo-‐box.com