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'New Rules of Communication' Patrick Collister
- 1. The New Rules of Communication at February 26th 2014
- 2. Advertising has changed Who is this person?
- 3. Advertising has changed Brand Engineers
- 5. Advertising has changed Special AnPost offer
- 6. Advertising has changed Advertising has changed
- 7. Advertising has changed The old rules are being inverted
- 8. Advertising has changed 1. Clients spent their money on media
- 9. Advertising has changed Not now you don’t
- 10. Advertising has changed 2. Clients are not media owners
- 11. Advertising has changed Now you are
- 12. Advertising has changed Your own channels
- 13. Advertising has changed 3. The marketer is in control
- 14. Advertising has changed No longer
- 15. Advertising has changed 4. You build brands through advertising Awareness Interest Desire Action
- 16. Advertising has changed Advocates build brands PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS ADVOCATES DIGITAL Awareness Interest Desire Action
- 17. Advertising has changed The rule of 9
- 18. Advertising has changed 5. You build brands with adverts
- 19. Advertising has changed No-one chooses to watch an advert
- 20. Advertising has changed But they will watch a film
- 21. Advertising has changed User generated content
- 22. Advertising has changed 6. You manage campaigns
- 23. Advertising has changed Not any longer
- 24. Advertising has changed Manage an ecosystem
- 25. Advertising has changed Connecting fans
- 26. Advertising has changed So, the new rules of communication
- 27. Advertising has changed So, the new rules of communication 1. Think digital 2. Data is central 3. Orchestrate your campaigns 4. Creativity is crucial 5. Everything is social
- 28. Advertising has changed 1. Think digital
- 29. Advertising has changed Product innovation
- 30. Advertising has changed Product innovation
- 31. Advertising has changed Print into TV
- 32. Advertising has changed 2. Data is central
- 35. Advertising has changed Started with TV
- 36. Advertising has changed Got them calling
- 37. Advertising has changed Jose Beltran
- 38. Advertising has changed DM and Digital
- 39. Advertising has changed See what you’ve seen already
- 40. Advertising has changed See what you’ve seen already
- 41. Advertising has changed See what you’ve seen already
- 44. Advertising has changed Data and The Zoo 10 BN 7.7 BN
- 45. Advertising has changed What could we do in DM here?
- 46. Advertising has changed 3. Orchestrate your campaigns
- 47. Advertising has changed Mail and Digital together
- 48. Advertising has changed From 20 bloggers to 2m readers
- 49. Advertising has changed Mail 120 people
- 50. Advertising has changed Reach 79,000
- 51. Advertising has changed Mail 3,000
- 52. Advertising has changed 1.3m clicked to watch
- 53. Advertising has changed Clicking to create
- 54. Advertising has changed Clicking to create
- 55. Advertising has changed Clicking to book & buy
- 56. Advertising has changed Mail as a follow-up
- 57. Advertising has changed NZ Effies
- 58. Advertising has changed 4. Creativity is crucial
- 59. Advertising has changed You’re talking to people
- 60. Advertising has changed Sharing values
- 61. Advertising has changed Buy into you
- 62. Advertising has changed From 30 seconds to 30 minutes
- 63. Advertising has changed SAF SAF – Are You Up To It? Those who cracked it could unlock the website and find more challenges The level of difficulty increased. Eventually visitors could see how they scored – and could then challenge their friends to do better
- 64. Advertising has changed The 90 minute mailing
- 65. Advertising has changed 5. Everything is social
- 66. Advertising has changed Ideas people want to be part of
- 67. Advertising has changed Ideas people want to share
- 68. Advertising has changed 6. There are no rules
- 70. Advertising has changed In summary – a personal journey
- 71. Advertising has changed 25 years ago…
- 72. Advertising has changed The TV commercial
- 73. Advertising has changed The idea
- 74. Advertising has changed Let’s bring back Ian Rush
- 76. Advertising has changed Online as well as offline
- 78. Advertising has changed Hub. Hygiene. Hero.
- 79. Advertising has changed Dads upload videos.
- 80. Advertising has changed Is there a little Messi out there?
- 81. Advertising has changed Boot camps
- 82. Advertising has changed The coaches
- 83. Advertising has changed The real Steve Gerrard
- 84. Advertising has changed More videos
- 85. Advertising has changed The squad
- 86. Advertising has changed Hygiene Hero Hub Hygiene
- 88. Advertising has changed DM and print
- 89. Advertising has changed Live on YouTube
- 90. Advertising has changed Then and Now • In 1989 I reported on boys playing football • In 2013 I can get them out into the fields
- 91. Advertising has changed The data reveals • 1. Only 39% of kids regularly take part in sports. The vast majority of 61% don’t. Urban kids are more non-‐parBcipatory than rural ones • 2. ParBcipaBon in sports is highest amongst 4-‐8 year olds, but sharply drops down between 12-‐13 year olds • 3. Girls don’t parBcipate and the gender gap becomes more marked progressively 7th year onwards. Girls do more dance, gymnasBcs, yoga • 4. While football sBll tops the list, other games like tennis, canoeing and archery – all individual sports -‐ are gaining popularity. Dance is the second most popular acBvity appealing to both boys and girls (97% girls and 86% boys) • Source: PE and Sport Survey (DoE/ TNS BMRB Report), May, 2010
- 92. Advertising has changed Declining interest
- 93. Advertising has changed The top trending sport
- 94. Advertising has changed From the familiar to the magical
- 95. Advertising has changed Ian Rush!
- 96. Advertising has changed In Google Hangouts
- 97. Advertising has changed See Beyonce’s routine
- 98. Advertising has changed Create your own routine
- 99. Advertising has changed Upload and share
- 100. Advertising has changed Hero video
- 101. Advertising has changed What have I learned?
- 102. Advertising has changed New ways of working
- 103. Advertising has changed New ways of trusting
- 105. Advertising has changed The long and the short of it:
- 106. Advertising has changed As Confucius said:
- 107. Advertising has changed Thank You