Present tense (& future perfect)
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The document discusses the changing landscape of digital media and advertising. It notes that new platforms are emerging rapidly but often without long-term strategy. It advocates developing a T-shaped skillset and embracing digital tools to build relationships and share valuable experiences with audiences rather than just sending messages. The key is recognizing that digital is now central to all roles in advertising.
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Present tense (& future perfect)
- 1. PRESENT TENSE (& future perfect?) Some issues we face in advertising today
- 2. Who am I? Why are we here? What’s the plan?
- 5. “ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to.... .” Charles Darwin
- 6. Media Innovation is accelerating 20 years in media 2 months in digital YouTube Pre-rolls Colour Printing Spotify Ads Multi-channel TV Yahoo Brand Ads Google Interest Ads Outdoor Screens iPhone/Android Ads
- 7. New platforms are baffling at the start
- 8. we obsessively chase after the new...
- 9. with a lack of long-term strategy... Peak of inflated expecta0ons Plateau of produc0vity EXCITEMENT Slope of enlightenment Trough of disillusionment TIME
- 10. more focussed on awards than audiences. Peak of inflated expecta0ons Plateau of produc0vity EXCITEMENT Slope of enlightenment Trough of disillusionment EARLY MAINSTREAM LATE TIME
- 11. Advertising has experienced profound change in the past 5 years. The structures and processes that guided us in the past have begun to fail. Both individually and organisationally, many of us are facing a new struggle: RELEVANCE
- 12. This isn’t a prediction of sudden media collapse. TV and print aren’t going away. They haven’t died. Technologies & behaviours rarely die, they just change.
- 13. Future growth will not only come from traditional media sources.
- 14. 1964 NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
- 15. SMS GPS IPTV BLUETOOTH MOBILEINTERNET RFID VIDEO GAMES MICROBLOGS RSS FEEDS EMAIL MESSENGER 2010 PODCASTS DVR FORUMS MOBILE APPS SATELLITE RADIO WEB APPS MMORPGS VLOGS CLOUD SERVICES E-READERS MOBILE ALERTS SOCIAL NETWORKS WEB VIDEOS BLOGS NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
- 16. We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals.
- 17. 25,000,000,000 tweets sent in 2010 36,000,000,000 photos on Facebook 2,000,000,000 videos watched on YouTube every day 7,900,000 Lady Gaga followers on Twitter 600,000,000 members of Facebook 35 hours of video uploaded to YouTube every minute
- 18. How many texts does the average teen send every month? 3,339
- 19. “By 2013, mobile phones will overtake PCs as the most common Web access device worldwide” Gartner
- 20. Consumers are connected. Happy to ignore our advertising.
- 22. If you want to work in advertising, you have to understand digital. this is more true everyday
- 23. Scary as this seems... We’re living through one of the most challenging times our industry has faced. and it won’t end here. So... .. we better figure this out.
- 24. So what’s the answer?
- 25. Personal Professional Activation Social Knowledge Media Personal Mobile Technology Digital Marketing Advertising Effective Digital Digital Productivity Networks Ecommerce Search & ERM Marketing
- 26. It won’t work if you have a gulf between those who understand and those who don’t. ‘Digital’ is for everyone now. I help that happen.
- 27. Individual Inspiration Digital marketing coaching Personal technology development Expanded & effective social networks Client education & inspiration Smarter working/sharing
- 28. Group Sessions The Digital Landscape Creative Inspiration Search Social Media Display Facebook Mobile Mobile Apps Social Commerce ERM Digital Marketing Showcase Developing Interactive Strategies Collaborative Technology Client Inspiration
- 30. How can brands cut through and connect with people in a stream of so much information? Add value through content & utility
- 31. MAKE ME LAUGH OR /THINK HELP ME /CRY
- 32. I’m sorry. This isn’t new. It isn’t original. It’s what brands have been doing for 100s of years. It’s just now we really have the tools to make it happen.
- 33. We can’t just say stuff anymore... we need to say and do things.
- 34. HELP ME TwelpForce eco:Drive
- 35. HELP ME Mint.com Nike Training App
- 36. HELP ME Picture of second life Don’t create a virtual sofa...
- 37. Use my virtual sofa...
- 39. That’s great Tim, but I don’t work with Nike or XBOX...
- 41. HELP ME
- 42. HELP ME
- 43. MAKE ME PART OF YOUR STORY
- 44. DON’T EXPECT TOO MUCH
- 45. UNLESS YOU GIVE ME A GOOD REASON
- 46. in 3 months visitors 333,000 countries 191 av. time on site 5.5 mins press coverage/reach £6.8m paid media budget £0 increase in trenchcoat sales 85% Facebook fans Loads!
- 52. In an industrial economy we focus on physical things. In an information economy relationships are built on knowledge & services. In a network economy people make up their minds based on experiences, not just messages.
- 53. audience community messages experiences target invite media plan conversation plan penetrate collaborate
- 54. Our industry has transitioned to the post digital age. It requires new thinking and different processes. 500,000,000 (FB) 86,000 (YT) 10,000,000,000 (Tweets) 5,000,000,000 Most importantly, digital is no longer someone else’s job. It’s yours.
- 55. A quick word on T-shaped people and how we all need to be a bit more rounded
- 56. creativity strategy publicity geekery sales analysis What you’re great at...
- 57. I’m excited. 500,000,000 (FB) 86,000 (YT) 10,000,000,000 (Tweets) 5,000,000,000 I hope you are.
- 58. downloading the Nike Training App try Instagram make sure you’re on Twitter follow @brainpicker 500,000,000 (FB) Start by 86,000 (YT) 10,000,000,000 (Tweets) 5,000,000,000 @edwardboches @sparkey download ‘Oh My God What Happened...’ sign-up for Netvibes
- 59. THA NKS @sparkey timsparke@me.com
- 60. & thanks to all the clever people whose ideas, images and slides I’ve used and abused. I will buy you many beers if we ever meet. You’re way too many to mention but the amazing folk from Boulder Digital Works - @edwardboches @helvector, @garethk & many more...
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- I spent 5 years at Apple teaching people about technology and finding out how they use interact with stuff. \nI then spent 4 years at AR helping clients discover how we could use technology to create more engaging experiences. \n
- WE’re going through a period of extreme change, challenging for our industry and every other. \n
- In ours media developments happen in the blink of an eye. \n
- New platforms emerge every day and they’re often completely confusing\n
- It’s hard to know which ones are useful, we’re so excited by the NEW\n
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- 25 billion – Number of sent tweets on Twitter in 2010\n2 billion – The number of videos watched per day on YouTube.\n7.7 million – People following @ladygaga (Lady Gaga, Twitter’s most followed user).\n600 million – People on Facebook at the end of 2010.\n35 – Hours of video uploaded to YouTube every minute\n36 billion – At the current rate, the number of photos uploaded to Facebook per year.\n
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- Twelpforce was about letting your employees become brand advocates.\n\neco:Drive was about taking a pre-existing technology already in the cars and wrapping a community on top of it.\n
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- invite them to co-create those stories with you\n
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- A marketing platform, not a campaign.\nPuts the power to refresh the world in the hands of the people who will actually do it.\nEvery Pepsi makes a difference.\n
- Backing out of the superbowl brought buzz, but the reason why we did it sustained conversation.\n
- We became the most talked about superbowl advertiser... without advertising on the superbowl.\napprox 2 million dollars a week in earned media.\n
- The hub of the project\n
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- old way, new way\n
- It generates more content than any of us can possibly pay attention to or absorb, though we try our best.\n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
- We need to become different kinds of people\n
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- \n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
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