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Social Inspiration Session

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Hello!
GE Money Bank
Copenhagen, Thursday May 22
Agenda
• Intro
• Short Form Video
• Nordic Social Cases
• The Need for Authenticity
• Real Time Marketing
• Q&A

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Social Inspiration Session

  1. 1. Hello!
  2. 2. GE Money Bank Copenhagen, Thursday May 22
  3. 3. Agenda • Intro • Short Form Video • Nordic Social Cases • The Need for Authenticity • Real Time Marketing • Q&A
  4. 4. 4 Gus Murray Nordic Director of Social Media @ideasoutloud #UltraMarathoner #Australian #ImmigrationNinja #HugosHuman Me…
  5. 5. 6
  6. 6. Social isn’t a 140 character press release!
  7. 7. It’s about engaging with people.
  8. 8. 9
  9. 9. STORIES IN SECONDS MAKING STICKY
  10. 10. 11 http://www.youtube.com/watch?v=99md9haPyZM&lis t=PL9R5RsXT0NMNhXQgC0fg_DoWGHHiCKkkv&fe ature=share
  11. 11. YOUR BRAND VALUES & OBJECTIVES WHAT PEOPLE GIVE A SHIT ABOUT USEFUL & DELIGHTFUL CONTENT Find the sweet spot
  12. 12. VIDEOS BITE-SIZED
  13. 13. VIDEOS CAKE-SIZED
  14. 14. 6.5 seconds On average consumers only engage with brands for
  15. 15. Two-thirds of the world’s mobile data traffic will be video by 2017
  16. 16. Mobile apps are changing the way content is created and consumed.
  17. 17. BARRIERS TO ENTRY ARE LOWER
  18. 18. Plenty of avenues for dissemination
  19. 19. Opportunity to break from traditional processes
  20. 20. PRINT TRAILER (2:33 minutes) TEASER (6 seconds)
  21. 21. You amuse and surprise me. Entertain You offer tools that help me. Help You enlighten and inform me. Inform You appreciate me and my contribution. Recognize You give me value adding benefits. Reward 25 User need states:
  22. 22. INFORM ME Show a more human side and give fans a backstage pass to your brand. FINDING THE SWEET SPOT
  23. 23. HELP ME Demos, how-tos and tutorials make life a little easier FINDING THE SWEET SPOT
  24. 24. RECOGNIZE ME Respond to fans and become part of the conversation FINDING THE SWEET SPOT
  25. 25. http://youtu.be/qK6n7LCS2fc
  26. 26. REWARD ME Engage their creative sides and reward them with freebies, recognition and experiences FINDING THE SWEET SPOT
  27. 27. http://youtu.be/4d8ZDSyFS2g
  28. 28. ENTERTAIN ME Whether promoting a sale or product, create content that entertains, engages and inspires. FINDING THE SWEET SPOT
  29. 29. http://youtu.be/bsYSTPGDotY
  30. 30. Nordic Social It’s not B2B or B2C, it’s H2H. Cases
  31. 31. SHIFTING BRAND PERCEPTION
  32. 32. THE CHALLENGE
  33. 33. THE STORY…
  34. 34. 45 http://youtu.be/2EQeBiZXcKo
  35. 35. REPOSITIONING VOLVO
  36. 36. 47
  37. 37. 48
  38. 38. 49 Brands are too focused on their own communities Social Media Week Copenhagen – 20th February
  39. 39. BE Use social platforms to reinforce and express your brand values and personality. AUTHENTIC
  40. 40. 51 Jordan
  41. 41. 52 Jordan
  42. 42. 53 Jordan
  43. 43. 54 ”Not really sure how to feel about it. It’s something in the way you move. Makes me feel like I can't live without you. It takes me all the way. I want you to stay.”
  44. 44. 55
  45. 45. REAL TIME LEVERAGING THE NOW. MARKETING
  46. 46. 57 "Real-time marketing offers the potential for massive reach and amazing engagement without the capital cost association of marketing campaigns,"
  47. 47. Real-time marketing isn’t new. It’s about recognizing an opportunity and responding to it.
  48. 48. 60 Today audiences are turning to multiple channels for news and they’re receiving a massive amount of information from each one.
  49. 49. 61 1.600 per minute 10 per second “We are ok” Peak volume of tweets with the hashtag #hurricanesandy. Number of pictures with the tag #sandy uploaded to Instagram in peak hours. The most shared term on Facebook 31. October 2012. #hurricanesandy
  50. 50. 62 Real-time marketing is not a new concept. It’s about about recognizing an opportunity and responding to it.
  51. 51. 63
  52. 52. 6 Trigger Types
  53. 53. 65 Planned Reactive Unplanned #SMWDLBi Proactive Location -Based Predictive Analytics Brand Event Anticipated Event Brand/ Customer Interaction News/ Crisis/ Politics @ideasoutloud
  54. 54. #1 Breaking News - Reactive & Unplanned
  55. 55. 67 Politics
  56. 56. 68 Cause
  57. 57. 69 #fail
  58. 58. #2 Brand / Customer Interaction
  59. 59. 71 Customer
  60. 60. 72
  61. 61. 73 BrandBrand on Brand
  62. 62. #3 Anticipated Events
  63. 63. 75 BrandSuper Bowl
  64. 64. 76 Super Bowl
  65. 65. 77 Emmy’s
  66. 66. 78 Oscars
  67. 67. #4 Predictive Event
  68. 68. 80 Special
  69. 69. 81 Online- Offline
  70. 70. #5 Brand Events
  71. 71. 83 Small Biz Sat
  72. 72. 84 EventXMAS
  73. 73. #6 Location Based
  74. 74. 86 Charity
  75. 75. Real Time Media Buys
  76. 76. Dark posting?
  77. 77. 89 A more effective delivery mechanism.
  78. 78. 90 Newsfeed Fatigue
  79. 79. 91 Interest
  80. 80. 92 Weather
  81. 81. 93 Inventory
  82. 82. 94 Competitor Ads
  83. 83. 95 Web Traffic
  84. 84. 96 Foot Traffic
  85. 85. 97 Engaged last
  86. 86. LOOK AT SOCIAL AS A SERVICE OPPORTUNITY.
  87. 87. In closing
  88. 88. The audience has spoken… …They want us to give them the right thing.
  89. 89. Give people what they want, when they want it, in the form they want it in…
  90. 90. …All we have to do is give it to them.
  91. 91. Thank you

Notas do Editor

  • Content that goes beyond bacon and cats and babies (but try finding that mix in one image) the bonafide stars of the Internet.

    Today, we’ll explore short-form video content that meets these 5 need states.

    Another thing to consider is authenticity.
  • We’re not waiting around for traditional news sources to find out.
  • SPORTS FANS FASHIONISTAS FOODIES
  • MOVEABLE INK

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