Time to get Social

Getting Social
November 2009

Tuesday, 17 November 2009


this is a presentation about control, transparency, trust, distribution

95 classic where Negraponte set out the his vision of a shi6 in business where we "Move bits, not atoms." and the digi>zing all mass‐media
content, ﬁltering what's important for the individuals, and delivering it to their home in digital form. Like all technology its slower to reach the
promised land but we are certainly now seeing impact of digi>za>on:
And it has implica>ons for all of us ...agencies and client
Henry Jenkins in his book Convergence Culture talks about the collision between old and new media where grassroots media and corporate media intersect, and where the
power of the media producer and consumer interact and the associated cultural transforma>ons . He argues that this convergence will create opportuni>es for brands to direct
content across many new channels to increase revenue and broaden markets.
In what he calls transmedia storytelling brands will compete for consumers scarce aLen>on. In what is a more transparent world brands will have to change how they engage
consumers – listening to them more, talking to them, energising them, suppor>ng them and embracing their needs more.
This will demand a radical shi6 in how we market and will impact on strategy, structures of agency and client team and our crea>ve process and over all model


Show video

It’s not enough to
be digital


it’s about being
social


“Conversation
but being
optimisation”
social does


lets start with a
time check...


its a challenge to society
it changes it .....
the same way the printing press did
the telegraph
recorded media -images and sound and
broadcast TV
...a revolution in human expressive capability

40 years old and 15
in its current form


its a challenge to society
it changes it .....
the same way the printing press did
the telegraph
recorded media -images and sound and
broadcast TV
...a revolution in human expressive capability

it removes silos


“tools don’t
get socially
interesting
• Shirky quote
until they get
technologically
boring ”

What the internet has done has removed the social barriers enabling more sharing,
conversation and collaboration and group action
for the ﬁrst time - creating 2 way communication and group action

removes silos

Social
Media


removes silos

Internet



The impact on us is hitting home and it will play out over the next 10 years

“Today’s agencies fail to help marketers engage with
consumers, who, as a result, are becoming less brand-
loyal and more trusting of each other.




To turn the tide, marketers will move to the
Connected Agency - one that shifts: from making
messages to nurturing consumer connections; from
delivering push to creating pull interactions; and from
orchestrating campaigns to facilitating conversations.





Over the next ﬁve years, traditional agencies will





Over the next ﬁve years, traditional agencies will
make this shift; they will start by connecting with
consumer communities and will eventually become an
integral part of them”


to facilitate these
conversations
brands need to get
seriously social

most
agency
execs...

Brands want to be involved. They want to inﬂuence and change behavior. Some listen to the
above conversations and some don’t. The smart ones not only listen but act on the collective
feedback from the community. Unfortunately, some organizations aren’t structured internally
to effectively manage social media externally. This makes it extremely difficult for brand
marketers to take action. Brands are still learning; and are beginning to change internal
processes in order to keep up with external market conditions, in this case the social web.
The brands that are proactive like Starbucks and Dell are one step ahead of the brands that
take a more reactive approach.

you could say
we are in the
midst of a
revolution


“a revolution
does not
happen
when society
adopts new
tools...”


it happens when society adopts new behaviours

71% of the UK population are online
and 44% doing so once a day...

Internet is focusing their attention


In relation to us

our industry is slow to
adopt new behaviours

we are still chasing attention with interruption - some brands are trying a different approach

still trying to
create water
cooler moments...

with an old media
model in a new
media world


we try and cover this up by talking 360 and integration

hyper clutter
does not impact
like it used to...

we try and cover this up by talking 360 and integration

print
OOH
TV
DM
we have become blinded by execution and lost sight of
ideas...

print banners
OOH
TV
DM
ideas...

print banners
OOH DOH
TV
DM
ideas...

print banners
OOH DOH
TV “Virals”
DM
ideas...

print banners
OOH DOH
TV “Virals”
DM Email
ideas...

maybe...


D’OH...


what is the deﬁnition of a fool?

maybe the media
is no longer the
message ?


maybe
we
are?


More people with more things say
to more people than ever
before in history
...and it’s s8ll growing


we are living through the great increase in human expressive capability in history
we cant

“The most trusted
source of information
about products and
services (71%) is the
opinion of friends, family
and colleagues”
Forrester, 2009


we cant


we cant

in a world of universal
search, ratings, reviews
and recommendations?


what does this mean for us when we reach a world of universal search and where people can
get information on everything they want and need?

water
cooler
moments

what does this mean for us when we reach a world of universal search and where people can
get information on everything they want and need?

PAUSE...


yet many of us are doing this....

PAUSE...

Starts with peoples
needs and problems
...not the medium

yet many of us are doing this....

a pointOabouteory
Social bject Th
social network
theory... V = Users2


Nodes are people
...and we are
inherently social
and connect
around objects...


People and the links between them deﬁne social networks

social objects are
shared interests
passions and cultural
references etc etc
etc

Two tier approach mass media product ads

niche iniatives with pro s superfan

facebook and online

that generate
conversation...


...can be a social
gesture, utility or
experience

The 21 Steps, a thriller by Charles Cumming, uses Google Maps to show readers the movements of a desperate man caught up in a mysterious conspiracy.

any product, service
or idea that
innovates peoples
experiences


or where the product
is the marketing

give them a way to use it ....

interesting bit are
the conversations
that happen
around social
objects


234,000 dropped

started
by
geeks...


those
geeking
out on
everything


surely then social
objects must become
a key part of any marketing
plan?

bits and atoms...

As part of its "Absolut World" campaign, Absolut vodka has recently launched a "Kindness as Currency" drive. Visitors to a London cinema were shown a huge amount of kindness, because
complimenting a stranger or high-fiving the person next to you could earn people snacks and drinks for nothing. A free coffee, for example, just for smiling at the young lady behind you in the
queue. Later on in the evening, free Absolut cocktails were handed out for particularly kind treatment of the bar staff.

On the platform www.mix-in.de you can put together a perfect party from the four elements of music, food, drinks and videos. Here, the elements are perfectly coordinated with each other.
So you have the track "autodrift" and a video-mix called "electric sour" with a gin and tonic and an iced tomato peach soup. Recipes, music and videos can be downloaded or used live at
your own party. In addition there is the offer of a blog on the page for exchanges as well as party service.

remember v = users 2


remember v = users 2
the more relevant the object...
the more powerful your network

So rather than just
focusing on
objectives,
propositions
and messages


focus on creating
relevant...

social ideas
social objects
social gestures

measured by
the degree of
collaboration and
conversations around
them



Show Jake Courage video for Halo 3


Show computertan case study


Show Doritos bring back slow dancing

two track branding

managing the masses
+
rewarding the niches


are we in the world of two track branding

give them the tools to
engage with your
brand, people, product
or service

...onsite and offsite

we have be prepared to...

reasons to...
believe discuss
download share
visit download
link return
recommend buy


start thinking this way

Measuring it...


KPI’s and metrics...
subscriptions favourites STF
alerts
fans followers groups
bookmarks
feedback installs
comments invites
contributions
ratings like this page activity
personalisation messaging
posts proﬁle
registered users
wish lists widgets views sharing
time uploads testimonials tagging


Campaign Indices

Awareness I


Campaign Indices

Awareness Engagement I I


Campaign Indices

I
Awareness Engagement Activation I I


Campaign Indices

I
Awareness Engagement Activation ROII I I


Campaign Indices

I I
Awareness Engagement Activation ROI Social I I I


Campaign Indices

I I I
Awareness Engagement Activation ROI Social InsightsI I


Tools

• Web Crawler (or Spider) – this is our own search engine – a vital analytics tool that avoids data needing to be purchased or “borrowed” from someone else’s search engine (which
they get annoyed about eventually).
• Matching Engine – once you find the information, matching it accurately is the most important item in terms of saving a user’s time. Brandwatch users do not want to trawl through
thousands of articles that are not related, so we use Artificial Intelligence to teach Brandwatch things such as the difference between “Apple” the well known Brand and “Apple” the
fruit.
• Topic Extractor – saves our users hours of time reading through millions of documents to pull out common topics and the locations, organisations and people which get mentioned in
the chat about your brand. Using advanced Natural Language Processing Brandwatch does the work of hundreds of people in minutes.
• Sentiment Classifier - works out if the author likes or dislikes the subject matter, meaning you get to know how people “feel” about your brands, products, organisation or people,
and, have the metrics to support it.
• Brandwatch Index – is a massive database of all the information held in Brandwatch. This index is constantly updating, making it a valuable research tool for users to access 24x7.
Brandwatch is hosted in multiple data centres to provide an average up-time of 99% since its launch in 2007.

which brings
me to...


RELINQUISH
CONTROL


which

who’s in
control
now?


its ain’t us
the shift from passive to active consumption of media and the ability to take control of the
means of production and distribution has resulted a transition “from mass media to media of
the masses: Faris

web-based tools are
enabling individuals to connect,
share, converse, collaborate and
act based on shared interests


its ain’t us
the shift from passive to active consumption of media and the ability to take control of the
means of production and distribution has resulted a transition “from mass media to media of
the masses: Faris


this is only the beginning

demand self expression


this is only the beginning

in just three years time 70%
of online content will be user
generated
Datamonitor


scarcity
attention

abundance
content

attention
scarcity
abundance
content

“At the heart of an
effective creative
philosophy is the belief
that nothing is so
powerful as an
insight into human
nature, what
compulsions drive a man,
what instincts dominate
his action, even though
his language so often
camouﬂages what really
motivates him.”


Creativity will still be a potent as ever....its the focus of our creativity that changes

we have to ﬂip
focus and emphasis


focus on ideas


“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t
know what you’re saying, and they can’t know what you’re saying if they don’t listen to you,
and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you
say things imaginatively, originally, freshly.”
FLIP Say for DO.....

share of voice
to
share of inﬂuence


6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audience of Millennials.
• More than 175,000 became fans of Refresh Everything on Facebook.
• The webcam in Banner unit helped garner over 700 total video submissions that generated 4 million views and 100,000 text submissions to YouTube.
• The campaign became the #1 sponsored YouTube page.
• Millions of consumers were exposed to Pepsi’s campaign by the heavy press coverage, which included 700+ blog postings.

media’s
share of voice

to

creative
share of inﬂuence

but that raises the
question of...


PRIORITISING
TRANSPARENCY


Not just stocks that
crashed

diminish our what the internet does is change our expectations
around authority and trust ....

so who do we trust ?


it’s people like us?


remember...
“The most trusted source of informa8on about
products & services (71%) is the opinion of friends,
family and colleagues”
Forrester 2009


People are no longer passive, we are naturally collaborative and cooperative
which makes us ask questions about the role of brands....
mechanisms to enable us to collaborate

And we have the mechanisms to join together based
on shared self interest


which makes us ask questions about the role of brands and institutions...
publishing is for acting
and media becomes more than a place for information but a where groups come together to
achieve a shared goal
where it be coalition of airline passengers or students in belarus minsk ice cream ﬂash mob
peaceful protests ...

And we have the mechanisms to join together based
on shared self interest

...sharing...conversa8on...collabora8on and group
ac8on


which makes us ask questions about the role of brands and institutions...
publishing is for acting
and media becomes more than a place for information but a where groups come together to
achieve a shared goal

reputa8on capital ?



sharing...


Couchsurfers 500000 members and 1500 people per night from 7 people

shift to people collaborating because they like, care, and want recognition and reputation
capita

collabora8on...


collec8ve ac8on


testing and tasting on twitter


which is why...


we need to shift focus

From
DESTINATION
to
DISTRIBUTION


Source: Google Trends
1. Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends
on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites.
2. Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites
now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally
this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the
start of these.
Over the next few years, brands will need to re-structure they way they deliver experiences to their customers online (the best ones are already doing it), and that means delivering unique
content to anywhere customers want to experience it.
Maybe that’s the latest offers by RSS feeds, new product demos by YouTube, campaigns by iPhone apps, online shopping via widgets in facebook or branding exercises by seeding
stopmotion viral videos (they seem to be all the rage!)?
The fact is, agencies and brands will need to work out how to deliver the relevant content, branding and experiences they are currently achieving on their own websites, into highly
competitive social networks, feeds, apps and widgets, where every “campaign” or “offer” has to be groundbreaking just to get noticed… and then there was tracking…!
I don’t think websites & microsites are dead yet. There are still years and years of usefulness ahead for them, we’ll just need to come up with better ways to connect them and their content
into the social lives of customers online…

Create ideas that people
want to gravitate toward

How often we create ideas with the
intention to distribute and share?


The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty
seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently
able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.

Create ideas that people
want to gravitate toward


Two tier approach mass media product ads

niche iniatives with promos superfan

facebook and online and twitter

In conclusion...


“revolution in
human expressive
capability”


not about socially
popular platforms


it’s about stories
that socially engage
us...


happening here

meaningful
non-linear
hyper linked
participative
shared
audio text and video

brand
communities
creating
content and
consuming it

Source: Faris Yacob I believe the children are our future


So how to
get
social?

We have
to...

LISTEN...
Understand audiences and perceptions of the brand

TALK
WITH...
Engage in dialogue
Build credibility and educate our audiences through socializing content and interaction

ENERGISE

Connect with brand evangelists and empower them to spread word about the brand

SUPPORT


Create opportunities for customers to support each other

EMBRACE
Collaborate with audiences to improve and shape products, services and processes

do it right
it just feels social


just do it right
it feels social


football fans spec tV

committed players bootcamp

layers of content and info


Its all about innovation


of what running means to me and many many others


turning a solitary activity via events like this and fuses the physical, virtual worlds into a
social experience


focusing on consumers experience of the brand

Re-evaluate....


creative solutions are expanding beyond mere communications...challenging the our creative
assumptions, determining the type of creative people we hire, redeﬁning the creative process
and our role in it...

Agencies.
Who needs them?


a final thought

revolutions
begin
when we
change
behaviour

S
H
I
F
T


remember to create ideas that are....
- ref Jon Kish here

Searchable
H
I
F
T


- ref Jon Kish here

Searchable
Hackable
I
F
T


- ref Jon Kish here

Searchable
Hackable
Interactive
F
T


- ref Jon Kish here

Searchable
Hackable
Interactive
Free
T


- ref Jon Kish here

Searchable
Hackable
Interactive
Free
Transferable


- ref Jon Kish here

THANKS...

mark.fallows@mccannlondon.com
http://twitter.com/bcurious


Acknowledgments
this presentation was inspired by the thinking and writings of:
Clay Shirky- Professor and Writer
David Gillespie - MacLaren McCann
Faris Yacob - McCann NY
Hugh Macleod - Cartoonist
Mark Earls - Writer
the team at Trendwatching.com
Jess Greenwood - Contagious
Ricky Engelberg - Nike
Josh Benoff - Forrester
Yoni Kish - McCann Israel
...and lots of images from Google and Flickr

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