Recap of MostContagious 2014

1. M O S T C O N TA G I O U S 2 0 1 4
2 / 2 / 1 5

2. A G E N D A
Movements to Watch
Creating Effective Content
Utilizing Data
World Cup: A Lesson in Planning and Agility
Empowerment
The Future of Cities
Technology Exhibits
The World in 2015

3. M O V E M E N T S T O WAT C H

4. • Tension is the Confrontation of Self
• Adversity is focused on facing ones own limitations and
impact on loved ones
• Resolution is about the acceptance, celebration of the self
and finding your place in the world
• Stories are focusing on female protagonists where
male characters are only in supporting roles
F R O Z E N - B L O O D I S T H I C K E R T H A N I C E
E V O LV I N G S T O RY L I N E S

5. • Social media allows for people to easily participate in
social movements
• Allows for quick iteration and learning around what
does and doesn't work
• Raises questions around how it’s success will impact
the perceptions of youth on the ease of affecting social
change thinking that simply retweeting with cause
lasting impactful change
C A N L O L C H A N G E T H E W O R L D ?
T H E I M PA C T O F S O C I A L M E D I A O N M O V E M E N T S

6. • The public is becoming more and more sensitive to
infringements on their personal privacy
• Companies are recognizing this and defaulting to
“opt-in” rather than “opt-out” structures
• Governments are struggling to balance this desire
for personal privacy with the nation’s security
realities
P E A C E C O S T S P R I VA C Y
B A L A N C I N G P R I VA C Y A N D S E C U R I T Y

7. • A.I. is increasingly being integrated into our lives
and replacing human oversight
• Some fear that this rise in A.I. will make human’s
obsolete
• Others claim that this will be similar to other
technological evolutions with A.I. taking over some
tasks allowing humans to focus on problems A.I. is
not practical for and/or efficient at
A . I . G I V E T H A N D TA K E T H
T H E R I S K S A N D B E N E F I T S

8. C O N T E N T

9. You can’t
!
But there are some tips to increase
effectiveness
H O W T O P R E D I C T W H AT C O N T E N T
W I L L B E S U C C E S S F U L

10. • Brands create too much content
that isn't any good
• We need to do a better job of
editing and only providing content
when and where it makes sense
L E A R N T O E D I T

11. • Consumers want to connect with brands that have values that
align with their personal ones
• Ensure all your brand communications align with and clearly
convey your brands purpose for existing
E X P R E S S Y O U R B R A N D ’ S VA L U E S

12. W R E N “ F I R S T K I S S ”

13. • Understand how they watch
• Are they with friends, alone, second screening, etc.
• Understand their motivations and desires
• Create content that integrates with those behaviors and
motivations
D I S T R I B U T I O N I S K E Y
K N O W Y O U R A U D I E N C E S B E H AV I O R S A N D M O T I VAT I O N S

14. K N O W Y O U R A U D I E N C E A N D C R E AT E S O M E T H I N G U S E F U L

15. D I S T R I B U T I O N I S K E Y
M I C R O - TA R G E T I N G I S N ' T A LWAY S T H E A N S W E R
• Being interesting to everyone while hyper relevant to your
primary target can be an effective strategy
• Utilizing the masses to share the interesting content,
providing unpaid reach and getting it in front of more of
the primary target

16. B E C O M E A R E S O U R C E
• Unilever hair care division noticed that the
majority of hair related internet searches
were unbranded. Consumers were looking
for tips and trends not products
• Instead of advertising products, Unilever
set out to become the top destination for
hair related information
• Created “All Things Hair” YouTube
channel, partnered with well known
stylists/bloggers to provide tips and
advice

17. O N LY S P E A K W H E N Y O U H AV E S O M E T H I N G T O S AY
Good Meh Oops

18. D ATA

19. • Data doesn't provide answers but it
does provide hypotheses and
starting points
D ATA I S N O T A N A N S W E R

20. • The Louve partnered with IBM to
track the movements of gallery
visitors in order optimize their
exhibits
D ATA I S VA L U A B L E W H E N I N T E R P R E T E D A N D
S M A R T LY A P P L I E D

21. • Foxtel’s AlertShirt allowed people
watching rugby matches to “feel”
what was happening
A N D T R A N S F O R M E D I N T O S O M E T H I N G
I N T E R E S T I N G

22. O R A N A N S W E R C O N S U M E R S A R E S E E K I N G

23. D ATA C A N B E T H E B A S E F O R S O M E T H I N G E M O T I O N A L
“ S O U N D S ’ S O F H O N D A AY R T O N S E N N A ”

24. W O R L D C U P 2 0 1 4 :
A L E S S O N I N P L A N N I N G A N D A G I L I T Y

25. Y O U C O U L D N ' T F U L LY P L A N F O R T H E W O R L D C U P

27. #BESTWORLDCUPEVER

28. #COMEBACKWORLDCUP

29. S O W H AT D O Y O U D O ?

30. H AV E A D E TA I L E D A N D A G I L E
C O N T E N T S T R AT E G Y
• Adidas created a content bible which
included planned anticipated content
• They also detailed plan of how to
create content in reaction to real time
events

31. H AV E A C L E A R P U R P O S E : C R E AT I N G
C O N N E C T I O N S W I T H T H E B R A N D TA K E P R I O R I T Y
• Adidas’ main goal at the World Cup was to be the most
talked about brand and have #allinornothing lead the
conversation
• Which meant that individual products took a back seat at
times

32. C R E AT E Y O U R O W N S T O R I E S
• Adidas created a Twitter handle for
the brazuca ball that commented
on matches with personality
• Became a go to source for color
commentary of matches

33. R E M E M B E R Y O U R N O T T H E M A I N AT T R A C T I O N
• People engage with the World Cup at an extremely
emotional level, your content is only relevant to the extent
that it compliments and enhances that experience

34. E M P O W E R M E N T

35. T H E M O R E M E D I A
A G I R L C O N S U M E S ,
T H E F E W E R
O P T I O N S S H E
B E L I E V E S S H E H A S
I N L I F E ( G E E N A D AV I S
I N S T I T U T E O N G E N D E R I N M E D I A )

36. W H I C H L E D T O T H E C R E AT I O N O F
T H E L E A N I N C O L L E C T I O N O F
I M A G E S O N G E T T Y
B U T T H I S S H O U L D J U S T B E
T H E S TA RT

37. W E N E E D T O S H O W F E M A L E S
A S P O S I T I V E R O L E M O D E L S

38. T H AT T H E Y ’ R E N O T P E R F E C T A N D T H E Y A R E N ’ T
B O T H E R E D B Y I T

39. R E M E M B E R S H E ’ S
N O T A P R U D E

40. T O O L S :
B R A N D S A R E E N G A G I N G W I T H C O N S U M E R S A N D S H A R I N G
T O O L S T O S O LV E T O U G H P R O B L E M S

41. E N H A N C I N G P E O P L E S C A PA B I L I T I E S :

42. T H E F U T U R E O F C I T I E S

43. B R A N D S H AV E T H E P O W E R T O A D D R E S S T H E
P R O B L E M S FA C I N G C I T I E S

44. S PA C E
!
M U J I H A S PA R T N E R E D
W I T H W O R L D
R E N O W N E D
A R C H I T E C T S T O
C R E AT E P R E FA B
H O M E S I N J A PA N

45. S A F E T Y

46. U S A B I L I T Y

47. T E C H N O L O G Y E X H I B I T S

48. N E X U S P R O D U C T I O N S

49. N E X U S P R O D U C T I O N S

50. P O RTA L
E N T E RTA I N M E N T

51. F I R E C H AT

52. H O I N T E R

53. T H E W O R L D I N 2 0 1 5

54. N AT I O N A L G D P S A R E E X P E C T E D T O G R O W
E X C E P T I N W E S T E R N E U R O P E A N D J A PA N

55. W O R L D ’ S E C O N O M I C C E N T E R
C O N T I N U E S T O S H I F T E A S T

56. C H I N A’ S
O U T G O I N G
I N V E S T M E N T S
W I L L M AT C H
A N D S U R PA S S
I N C O M I N G

57. C H I N A W I L L M AT C H T H E U . S . I N
P U R C H A S I N G P O W E R

58. C H I N A W I L L PA S S T H E E . U . I N
D E F E N S E S P E N D I N G

59. T H E U . S . W I L L O V E RTA K E S A U D I
A R A B I A I N O I L P R O D U C T I O N

60. I N T E R N E T A D V E RT I S I N G W I L L
PA S S P R I N T, M A G A Z I N E A N D O O H

61. S A L E S O F TA B L E T S / H Y B R I D S W I L L
PA S S T H O S E O F D E S K T O P S / L A P T O P S

62. T H E R E W I L L B E M O R E M O B I L E P H O N E S U B S C R I P T I O N S T H A N
P E O P L E

63. FA C E B O O K U S E R S W I L L
O U T N U M B E R C H I N A’ S P O P U L AT I O N

64. E L I Z A B E T H W I L L B E C O M E T H E L O N G E S T
S E R V I N G M O N A R C H I N U . K . H I S T O RY

65. T H E P O P U L AT I O N P Y R A M I D
C O N T I N U E S I T S I N V E R S I O N

66. G L O B A L
WA G E
C O S T S
W I L L
R I S E