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Four rules for dealing
with a digital reality

                       Presented by Jeff Lippold

                        @feffrey

                       Digital Strategy Director APAC
                       Euro RSCG APAC
                       eurorscg.co.jp
                       jefflippold.blogspot.com


               © 2012 Euro RSCG Worldwide All Rights Reserved
2   © 2012 Euro RSCG Worldwide All Rights Reserved
3   © 2012 Euro RSCG Worldwide All Rights Reserved
photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/

                       4                 © 2012 Euro RSCG Worldwide All Rights Reserved
photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/

                       4                 © 2012 Euro RSCG Worldwide All Rights Reserved
HASHTAGS




    #fourrules #IMMAPSummit2012




                 5   © 2012 Euro RSCG Worldwide All Rights Reserved
WHAT THE #FOURRULES ARE ABOUT


          Consumers


          Location


          Storytelling


          Everywhere




                         6   © 2012 Euro RSCG Worldwide All Rights Reserved
RULE 1:
    THE CONSUMER
    WILL CONTROL
    OUR CONTENT



7   © 2012 Euro RSCG Worldwide All Rights Reserved
THAT MULTITASKS
Difficult to grab people’s attention


         7.9 hrs with technology                          Half spent on the essentials
         (18%)
         IM, landline phone, cell phone, SMS, MP3         (47%, 20.3 hrs)
         player, online/console games, PDA, online
         journals/blogs, emailing, listening to
         music (not radio), going to movies          43            Sleep 7.1 hrs

           8.7 hrs with media                                           Commuting 1.2 hrs
           (20%)
           3.6 hrs using the Internet
           2.5 hrs watching TV          30                       10       Work 6.4 hrs
           1.3 hrs radio
           0.7 hrs newspaper
           0.6 hrs magazine                                           School 2.7 hrs

              6 hrs w/ Family & Friends              20
                                                     20
              (14%)                                         Chores, errands,
              4.5 hrs w/ Family                             cooking, cleaning 2.9 hrs
              1.5 hrs w/ Friends



                                                             8           © 2012 Euro RSCG Worldwide All Rights Reserved
AND MULTI”ASKS”
We listen to each other




                                                                               Source : Edelman Trust
                                                                               Barometer 2012 by Edelman



                          9   © 2012 Euro RSCG Worldwide All Rights Reserved
ESPECIALLY IN ASIA
Where social is dominant


                                Create content

                                Update status

                                Post on BBS, reviews, etc

                                Tag, keep an RSS feed, vote, etc

                                Join/maintain social media networks, etc

                                Watch, but don’t participate (lurkers)

                                Don’t participate




                           10   © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: CREATES RISKS
Organizations, authority figures can rise up against you




                                           © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: CREATES RISKS
Organizations, authority figures can rise up against you




                                           © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: CREATES RISKS
Organizations, authority figures can rise up against you




                                           © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: CREATES RISKS
Organizations, authority figures can rise up against you




                                           © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: HAS IT’S OWN REWARDS
to spread                                                          or to build




                       12   © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: HAS IT’S OWN REWARDS
to spread                                                          or to build




                       12   © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: HAS IT’S OWN REWARDS
to spread                                                          or to build




                       12   © 2012 Euro RSCG Worldwide All Rights Reserved
FOR BRANDS: HAS IT’S OWN REWARDS
to spread                                                          or to build




                       12   © 2012 Euro RSCG Worldwide All Rights Reserved
RULE #2:
     LOCATION IS
     WHERE IT’S AT




13    © 2012 Euro RSCG Worldwide All Rights Reserved
BREAKING UP
A new range of platforms/solutions
                                                                 Digital Media boxes*
                                                                 Computers**
                                                                 TV sets            Worldwide devices sales previsions
                                                                                                              1,500 Million
                                                                 Set Top Boxes
                                                                 Portable Media Devices ***
                                                                                                                                       1,250 Million

                                                                                                                                       1,000 Million

                                                                                                                                       750 Million

                                                                                                                                       500 Million

                                                                                                                                       250 Million

                                                                                                                                       0 Million
                                                               2011     2012             2013                     2014
   Source: IDATE - August 2011                                                                                                  2015
   * Home console, Blue Ray, DMA/DMR, DVR
   ** Desktop, Laptop, Ultrabook
   *** Smartphones, Media players, Tablets, portable console
                                                                  14           © 2012 Euro RSCG Worldwide All Rights Reserved
Technology allows for
fundamental change in how we
interact with brands




Photo by Sean Wood for Mekas.jp,   15   © 2012 Euro RSCG Worldwide All Rights Reserved
LOCATION AND MOBILE IS ABOUT....
Instant gratification




                        16   © 2012 Euro RSCG Worldwide All Rights Reserved
LOCATION AND MOBILE HAS TO BE
Super simple! (and it’s not easy to do that)




Sourced: NFC in Japan from cScout Interactive and Strappy

                                                            17   © 2012 Euro RSCG Worldwide All Rights Reserved
LOCATION IS ALL ABOUT
What, where and how you are relevant.




                            1) What your brand can offer
                            2) Where your customer is (physical space,
                            frame of mind)
                            3) How the environment/outside factors
                            can influence purchase/engagement




                                   18     © 2012 Euro RSCG Worldwide All Rights Reserved
LOCATION IS ALL ABOUT
What, where and how you are relevant.




                            1) What your brand can offer
                            2) Where your customer is (physical space,
                            frame of mind)
                            3) How the environment/outside factors
                            can influence purchase/engagement




                                   18     © 2012 Euro RSCG Worldwide All Rights Reserved
19   © 2012 Euro RSCG Worldwide All Rights Reserved
RULE #3:
WE HAVE TO BECOME
BETTER
STORYTELLERS




 20   © 2012 Euro RSCG Worldwide All Rights Reserved
THINK OF YOUR CUSTOMERS AS VOLUNTEERS
 We’re in a battle for time, and they are obliging us.




Source: Ted Aljibe, AFP




                                                               Source: Habitat for Humanity and Wachum.jp



                                       21      © 2012 Euro RSCG Worldwide All Rights Reserved
THINK LIKE
Or service




             22   © 2012 Euro RSCG Worldwide All Rights Reserved
STORIES CAN....
Touching the heart drives interest, creating conversation


     Dulux

     Let’s Color




                                     23     © 2012 Euro RSCG Worldwide All Rights Reserved
REWARD THEM
The bigger the benefit for your fans the better the response.

 Introducing a new brand
 nobody knew about - hurdle
 very high.

 Solution - Marvel Movies first
 ever “interactive” comic book
 application featuring Iron Man
 (coinciding with movie tie up)

 Result: Close to 3 million
 downloads of the app
 worldwide




                                    24      © 2012 Euro RSCG Worldwide All Rights Reserved
MAKE THE
brand, category and consumer tick




                                    25   © 2012 Euro RSCG Worldwide All Rights Reserved
MAKE THE
brand, category and consumer tick




                                    25   © 2012 Euro RSCG Worldwide All Rights Reserved
IT’S MORE THAN A BIG IDEA
And a brand message...



                                                    Person         Person                  Person             Person




                                                    Person                                                    Person
  We need to turn the
  brand message into conversational content with                     Conversational
                                                                        content
  a shared value that sparks conversation.
                                                    Person                                                    Person




                                                    Person         Person                  Person             Person




                                               26            © 2012 Euro RSCG Worldwide All Rights Reserved
Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person   Person                               Person          Person   Person   Person

                                                                         Conversational
                                                                            content
that sparks a conversation                                     Person                               Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person   Person   Person       Person         Person          Person   Person   Person




Person   Person   Person   Person   Person   Person   Person27 Person   Person       Person         Person          Person   Person   Person
                                                                          © 2012 Euro RSCG Worldwide All Rights Reserved
RULE #4:
     WE HAVE TO BE
     EVERYWHERE




28    © 2012 Euro RSCG Worldwide All Rights Reserved
LOCATION IS THE PLACE TO BE




                        29    © 2012 Euro RSCG Worldwide All Rights Reserved
BUT IT’S NOT JUST ABOUT
Physical Space and media


  Find new ways to approach and get inside people’s minds




                                       Source from Creative Commons License provided by
                                       Peter Tanlund from: http://www.flickr.com/photos/petertandlund/7409939242/
                             30        sizes/l/
                                    © 2012 Euro RSCG Worldwide All Rights Reserved
HOW? TAKE A MACRO VIEW
Of your brand territory

  Go beyond the usual & overcrowded brand territories


                                The standards of                  The Cultural context
                                Communicating to consumers



         Competitor
         positioning
         &
         Communications



   Brand / Product Attributes Product   Consume         Category        Communication                               Culture
                                           r



     Consumer needs
     Consumer behavior
     Consumer environment




                                                             31               © 2012 Euro RSCG Worldwide All Rights Reserved
AND USE ONLINE SEARCH AS A GLUE
as it can be used to find new opportunities online


              How many go to NOW: Likely all product keywords
              your product?  This leaves you the only option of fighting it out for
                             space within your own category.




             POTENTIAL TO BE
                                       Related to the
             RELATED TO                                                        XXXX
                                       general category.                       Visits
             YOUR PRODUCT
             AND BRAND




                                            32        © 2012 Euro RSCG Worldwide All Rights Reserved
A CONCRETE EXAMPLE OF HOW THIS WORKS
Using bandages.....




                           POTENTIAL:
                           Camping, sports,                                                            28K /
                           little league, etc:                                                         mo*
                           395K/month




                 * Euro RSCG Keyword Analysis    33   © 2012 Euro RSCG Worldwide All Rights Reserved
A CONCRETE EXAMPLE OF HOW THIS WORKS
Using bandages.....




                           POTENTIAL:
                           Camping, sports,           Category: health, and
                                                                                                            28K /
                           little league, etc:        related:                                              mo*
                           395K/month                 243K/month




                 * Euro RSCG Keyword Analysis    33        © 2012 Euro RSCG Worldwide All Rights Reserved
A CONCRETE EXAMPLE OF HOW THIS WORKS
Using bandages.....




                           POTENTIAL:
                           Camping, sports,           Category: health, and
                                                                                                            28K /
                           little league, etc:        related:                                              mo*
                           395K/month                 243K/month




                           LESS EXPENSIVE                                                       MORE EXPENSIVE



                 * Euro RSCG Keyword Analysis    33        © 2012 Euro RSCG Worldwide All Rights Reserved
MUSE
Tied the concept of “play” to children’s activities.
TVCM




                          Search Topics related to children’s activities
                                       34      © 2012 Euro RSCG Worldwide All Rights Reserved
THE #FOURRULES


 RULE 1: THE CUSTOMER WILL CONTROL OUR CONTENT


  RULE #2: LOCATION IS WHERE IT’S AT


 RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS


  RULE #4: WE HAVE TO BE EVERYWHERE.



                                35     © 2012 Euro RSCG Worldwide All Rights Reserved
THANK YOU.
Presented by Jeff Lippold

@feffrey

Digital Strategy Director,
Euro RSCG APAC
eurorscg.co.jp
jefflippold.blogspot.com


                  36         © 2012 Euro RSCG Worldwide All Rights Reserved

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Four Rules for Dealing with a Digital Reality

  • 1. Four rules for dealing with a digital reality Presented by Jeff Lippold @feffrey Digital Strategy Director APAC Euro RSCG APAC eurorscg.co.jp jefflippold.blogspot.com © 2012 Euro RSCG Worldwide All Rights Reserved
  • 2. 2 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 3. 3 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 4. photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/ 4 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 5. photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/ 4 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 6. HASHTAGS #fourrules #IMMAPSummit2012 5 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 7. WHAT THE #FOURRULES ARE ABOUT Consumers Location Storytelling Everywhere 6 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 8. RULE 1: THE CONSUMER WILL CONTROL OUR CONTENT 7 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 9. THAT MULTITASKS Difficult to grab people’s attention 7.9 hrs with technology Half spent on the essentials (18%) IM, landline phone, cell phone, SMS, MP3 (47%, 20.3 hrs) player, online/console games, PDA, online journals/blogs, emailing, listening to music (not radio), going to movies 43 Sleep 7.1 hrs 8.7 hrs with media Commuting 1.2 hrs (20%) 3.6 hrs using the Internet 2.5 hrs watching TV 30 10 Work 6.4 hrs 1.3 hrs radio 0.7 hrs newspaper 0.6 hrs magazine School 2.7 hrs 6 hrs w/ Family & Friends 20 20 (14%) Chores, errands, 4.5 hrs w/ Family cooking, cleaning 2.9 hrs 1.5 hrs w/ Friends 8 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 10. AND MULTI”ASKS” We listen to each other Source : Edelman Trust Barometer 2012 by Edelman 9 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 11. ESPECIALLY IN ASIA Where social is dominant Create content Update status Post on BBS, reviews, etc Tag, keep an RSS feed, vote, etc Join/maintain social media networks, etc Watch, but don’t participate (lurkers) Don’t participate 10 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 12. FOR BRANDS: CREATES RISKS Organizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  • 13. FOR BRANDS: CREATES RISKS Organizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  • 14. FOR BRANDS: CREATES RISKS Organizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  • 15. FOR BRANDS: CREATES RISKS Organizations, authority figures can rise up against you © 2012 Euro RSCG Worldwide All Rights Reserved
  • 16. FOR BRANDS: HAS IT’S OWN REWARDS to spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 17. FOR BRANDS: HAS IT’S OWN REWARDS to spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 18. FOR BRANDS: HAS IT’S OWN REWARDS to spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 19. FOR BRANDS: HAS IT’S OWN REWARDS to spread or to build 12 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 20. RULE #2: LOCATION IS WHERE IT’S AT 13 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 21. BREAKING UP A new range of platforms/solutions Digital Media boxes* Computers** TV sets Worldwide devices sales previsions 1,500 Million Set Top Boxes Portable Media Devices *** 1,250 Million 1,000 Million 750 Million 500 Million 250 Million 0 Million 2011 2012 2013 2014 Source: IDATE - August 2011 2015 * Home console, Blue Ray, DMA/DMR, DVR ** Desktop, Laptop, Ultrabook *** Smartphones, Media players, Tablets, portable console 14 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 22. Technology allows for fundamental change in how we interact with brands Photo by Sean Wood for Mekas.jp, 15 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 23. LOCATION AND MOBILE IS ABOUT.... Instant gratification 16 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 24. LOCATION AND MOBILE HAS TO BE Super simple! (and it’s not easy to do that) Sourced: NFC in Japan from cScout Interactive and Strappy 17 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 25. LOCATION IS ALL ABOUT What, where and how you are relevant. 1) What your brand can offer 2) Where your customer is (physical space, frame of mind) 3) How the environment/outside factors can influence purchase/engagement 18 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 26. LOCATION IS ALL ABOUT What, where and how you are relevant. 1) What your brand can offer 2) Where your customer is (physical space, frame of mind) 3) How the environment/outside factors can influence purchase/engagement 18 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 27. 19 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 28. RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS 20 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 29. THINK OF YOUR CUSTOMERS AS VOLUNTEERS We’re in a battle for time, and they are obliging us. Source: Ted Aljibe, AFP Source: Habitat for Humanity and Wachum.jp 21 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 30. THINK LIKE Or service 22 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 31. STORIES CAN.... Touching the heart drives interest, creating conversation Dulux Let’s Color 23 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 32. REWARD THEM The bigger the benefit for your fans the better the response. Introducing a new brand nobody knew about - hurdle very high. Solution - Marvel Movies first ever “interactive” comic book application featuring Iron Man (coinciding with movie tie up) Result: Close to 3 million downloads of the app worldwide 24 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 33. MAKE THE brand, category and consumer tick 25 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 34. MAKE THE brand, category and consumer tick 25 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 35. IT’S MORE THAN A BIG IDEA And a brand message... Person Person Person Person Person Person We need to turn the brand message into conversational content with Conversational content a shared value that sparks conversation. Person Person Person Person Person Person 26 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 36. Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Conversational content that sparks a conversation Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person Person27 Person Person Person Person Person Person Person © 2012 Euro RSCG Worldwide All Rights Reserved
  • 37. RULE #4: WE HAVE TO BE EVERYWHERE 28 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 38. LOCATION IS THE PLACE TO BE 29 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 39. BUT IT’S NOT JUST ABOUT Physical Space and media Find new ways to approach and get inside people’s minds Source from Creative Commons License provided by Peter Tanlund from: http://www.flickr.com/photos/petertandlund/7409939242/ 30 sizes/l/ © 2012 Euro RSCG Worldwide All Rights Reserved
  • 40. HOW? TAKE A MACRO VIEW Of your brand territory Go beyond the usual & overcrowded brand territories The standards of The Cultural context Communicating to consumers Competitor positioning & Communications Brand / Product Attributes Product Consume Category Communication Culture r Consumer needs Consumer behavior Consumer environment 31 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 41. AND USE ONLINE SEARCH AS A GLUE as it can be used to find new opportunities online How many go to NOW: Likely all product keywords your product? This leaves you the only option of fighting it out for space within your own category. POTENTIAL TO BE Related to the RELATED TO XXXX general category. Visits YOUR PRODUCT AND BRAND 32 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 42. A CONCRETE EXAMPLE OF HOW THIS WORKS Using bandages..... POTENTIAL: Camping, sports, 28K / little league, etc: mo* 395K/month * Euro RSCG Keyword Analysis 33 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 43. A CONCRETE EXAMPLE OF HOW THIS WORKS Using bandages..... POTENTIAL: Camping, sports, Category: health, and 28K / little league, etc: related: mo* 395K/month 243K/month * Euro RSCG Keyword Analysis 33 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 44. A CONCRETE EXAMPLE OF HOW THIS WORKS Using bandages..... POTENTIAL: Camping, sports, Category: health, and 28K / little league, etc: related: mo* 395K/month 243K/month LESS EXPENSIVE MORE EXPENSIVE * Euro RSCG Keyword Analysis 33 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 45. MUSE Tied the concept of “play” to children’s activities. TVCM Search Topics related to children’s activities 34 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 46. THE #FOURRULES RULE 1: THE CUSTOMER WILL CONTROL OUR CONTENT RULE #2: LOCATION IS WHERE IT’S AT RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS RULE #4: WE HAVE TO BE EVERYWHERE. 35 © 2012 Euro RSCG Worldwide All Rights Reserved
  • 47. THANK YOU. Presented by Jeff Lippold @feffrey Digital Strategy Director, Euro RSCG APAC eurorscg.co.jp jefflippold.blogspot.com 36 © 2012 Euro RSCG Worldwide All Rights Reserved

Notas do Editor

  1. Four rules\nThis is normally for me a larger session. This is the condensed version - which I’ve had a tonne of fun working and reworking for you today. Had to shrink some of the videos?\nIt’s been almost 15 years since I’ve been to the Philippines. It’s amazing to see the contrast between now and then and get a reminder just how far Asia is coming along.\n
  2. \n
  3. My background - expat Canadian established in Japan ad/digital industry since 2005.\n
  4. This is the metaphor for my job. The stuff in the middle squeezed by two interchangeable forces \n1) Old media and new media. I try and bring the digital reality home to clients who deal with traditional/mass media and others.\n2) I also act as the bridge between cultures - bringing Japan to the world, the world to Japan.\n
  5. I’ve posted scheduled tweets of some of the main points(and ones I haven’t covered here) on these hashtags. You’re welcome to view them here or add to discussion later.\n
  6. Consumers - A look at the way consumers are changing and reacting \nLocation - Why where we is not simply about location.\nTelling Stories - The importance of sharing values and telling stories to win the hearts and minds of our people.\nEverywhere - the role of ubiquity and what it means.\n
  7. \nTwo aspects - one is the concept of participating in your brands. The other is how by listening to the consumer we have to make changes to come in line with their expectations and needs.\n\nThe landscape has changed from one that is linear and manageable, to one that is more fluid and asynchronous. \n
  8. WE SPEND SO MUCH TIME multitasking (TV and mobiles, etc) that THERE ARE ACTUALLY MORE hours in the day we spend doing stuff than ACTUAL hours in the day.\n
  9. Social’s big effect - people ask each other. \nTHIS IS FROM THE EDELEMAN TRUST BAROMETER. \nQUESTION HERE IS WHERE YOU GET INFORMATION ON Brands/COMPANY. \nNOTHING is getting better at building that trust faster than social media. \n
  10. And this is even more prominent in the ascendent economies of Asia. Where people talking to people carries massive import.\nThis is a chart of those who are online and use social media in various capacities from Forrester. They cover off the number of people in each market that create content, update status, post comments, or in the case of the bottom DO NOTHING at all.\n\nThe vertical lines are - the rates of SoMe activity uptake in the “west” EU/US. The bottom light green bar is Japan.\nThe others - those are metro China and India. The ascending markets use the ascending media. It can’t be avoided. I’m sure if this study had taken other markets such as the Philippines into consideration we’d see a similar effect.\n\nSO: we have more people talking to each other, we have fickle folks who are more distracted, all communicating online socially.. People are creating and controlling content. They’re controlling and creating content for you. For brands this comes with risks and opportunities.\n
  11. The most obvious way to kick everything off is with risk.\nI am only a small believer in the consumer boogeyman. I like to cite Edlemen’s declaration in 2011 about the year of the “authority figure”. The risks to me for brands exist more with influencers, and activism. Rightfully so - brands do have to find ways to become more transparent and to give back. Here is an example of how NOT to do it. \nGreenpeace highjacked the Shell corporate communications for the Arctic exploration efforts, which they were trying to PR as positive, without showing any means (other than profit) about how this would benefit everyone as a whole. Using Shell’s “Let’s Go” tagline, they created a spoof site that looked, felt and walked and talked like Shell. They then let people create their own taglines, and even bought real world ad space for the winners! Shell didn’t even catch on.....and that led to more buzz about how “out of touch” they were in social.\n\nThere were 431 pages of ads created. 18 ads on each page. Each one didn’t get viral on it’s own, but thousands upon thousands of like, retweets and shares were captured for many of the photos and shared within social networks.\n\n
  12. The most obvious way to kick everything off is with risk.\nI am only a small believer in the consumer boogeyman. I like to cite Edlemen’s declaration in 2011 about the year of the “authority figure”. The risks to me for brands exist more with influencers, and activism. Rightfully so - brands do have to find ways to become more transparent and to give back. Here is an example of how NOT to do it. \nGreenpeace highjacked the Shell corporate communications for the Arctic exploration efforts, which they were trying to PR as positive, without showing any means (other than profit) about how this would benefit everyone as a whole. Using Shell’s “Let’s Go” tagline, they created a spoof site that looked, felt and walked and talked like Shell. They then let people create their own taglines, and even bought real world ad space for the winners! Shell didn’t even catch on.....and that led to more buzz about how “out of touch” they were in social.\n\nThere were 431 pages of ads created. 18 ads on each page. Each one didn’t get viral on it’s own, but thousands upon thousands of like, retweets and shares were captured for many of the photos and shared within social networks.\n\n
  13. The most obvious way to kick everything off is with risk.\nI am only a small believer in the consumer boogeyman. I like to cite Edlemen’s declaration in 2011 about the year of the “authority figure”. The risks to me for brands exist more with influencers, and activism. Rightfully so - brands do have to find ways to become more transparent and to give back. Here is an example of how NOT to do it. \nGreenpeace highjacked the Shell corporate communications for the Arctic exploration efforts, which they were trying to PR as positive, without showing any means (other than profit) about how this would benefit everyone as a whole. Using Shell’s “Let’s Go” tagline, they created a spoof site that looked, felt and walked and talked like Shell. They then let people create their own taglines, and even bought real world ad space for the winners! Shell didn’t even catch on.....and that led to more buzz about how “out of touch” they were in social.\n\nThere were 431 pages of ads created. 18 ads on each page. Each one didn’t get viral on it’s own, but thousands upon thousands of like, retweets and shares were captured for many of the photos and shared within social networks.\n\n
  14. If we do something fun or interesting though, we can get people to help us. This is something simple for Evian - following up the Guiness Book of Records spot “Rollerbabies” produced by Euro. People like the concept, so it’s easy to involve them - folks submit a second or two or three shots of themselves, and it’s placed on a timeline. Hours and hours of footage has been complied to date.\n\nIt’s about business, too. Starbucks Ideas is a good model to also take a look at as they have used the ideas platform to build their business. Implementing Wifi and drink flavors for Frappacinos are not created internally but outside.\n\n
  15. If we do something fun or interesting though, we can get people to help us. This is something simple for Evian - following up the Guiness Book of Records spot “Rollerbabies” produced by Euro. People like the concept, so it’s easy to involve them - folks submit a second or two or three shots of themselves, and it’s placed on a timeline. Hours and hours of footage has been complied to date.\n\nIt’s about business, too. Starbucks Ideas is a good model to also take a look at as they have used the ideas platform to build their business. Implementing Wifi and drink flavors for Frappacinos are not created internally but outside.\n\n
  16. If we do something fun or interesting though, we can get people to help us. This is something simple for Evian - following up the Guiness Book of Records spot “Rollerbabies” produced by Euro. People like the concept, so it’s easy to involve them - folks submit a second or two or three shots of themselves, and it’s placed on a timeline. Hours and hours of footage has been complied to date.\n\nIt’s about business, too. Starbucks Ideas is a good model to also take a look at as they have used the ideas platform to build their business. Implementing Wifi and drink flavors for Frappacinos are not created internally but outside.\n\n
  17. i’m not strictly talking about devices as marketers or technology. The theme of IMMAP 2012 - Hit the heart - is really at work here. We have to think about not only where people are. And I don’t mean just about location - place is more and more about context.\n
  18. Devices are important and fueling this. Mainstream - how many people have more than 4 or 5 devices. But they only deliver content. What people can or choose to do with this is important.\n\nDevices are driving the movement to mobile, and the focus on what people are doing in that moment is important.\n
  19. Why this is important - we almost first go to shopping when we go to mobile - a new channel to sell. This is a big benefit, but it’s not where it ends.\n\nIt’s easy to see why this causes marketers to salivate. Photo - Tokyo Girls Collection. Point = gals could buy the ensembles right there, from their mobile phones. It’s only going to get easier. This is around 2008 or 2009 BTW.\n. It’s not only about shopping, you know.\n\nWhen you think about mobile, think about it in three ways:\n1) How you can provide instant gratification\n2) How you can make it as simple as possible\n3) How you can make what it is you’re trying to do as contextually relevant as possible.\n
  20. It’s not about becoming groupon - but it’s about finding what you can do to increase “in the moment” engagement for your customers. Killing time, 暇つぶし is about that sense of doing something in the moment, and it’s the natural DNA of mobile.\n\n
  21. Going again non-mobile in a reference to start. Think Amazon one click for this. Mobile by nature has to be easy. This isn’t an option - developing processes to make things as simple as possible, with as few steps is key to this. \nStrappy is a service in Japan that allows you to view commerical content on trains in Japan. All you have to do is touch your phone to it and you can make your train ride a little less dull. Super easy.\n
  22. Context/ figuring out all the ways in which you can offer your brand to customers. To brainstorm this....you have to figure out\nWhat your brand offers (what can you do to adapt/engage/communication)\nWhere your customer is (physical space, frame of mind)\nHow the environment around them impacts purchase.\n\nThink of the ways you can sell ice cream using the above three factors!\n\nBut getting good at this is going to be tough - big data, building CRM for this, takes time, patience and money. Those with the most relevant contextual data will have a huge advantage.\n
  23. Example of context - making the label of the bottle into interactive mobile content. Drinking wine as an occasion created some new opportunities.\n
  24. “It is a really brilliant time to be in our business. Today brands are more important because, with more and more competition and more and more clutter, something that cuts through is critical. Creativity and ideas are much more important than in the old days when people were stuck in front of their TVs and we could put whatever nonsense on and they had to watch it. Now if you don’t engage people they won’t pay attention.”\nDavid Jones, CEO of Havas said the above. It’s as true as ever.\n
  25. Way to think about this is to think of your customers not as dollar signs, but as volunteers who are taking time out of their busy 40 hour days to hang out with you. In both Japan and the Philippines, the importance of volunteerism is easy to remember seeing the recent tragedies both countries face and hopefully this concept will stick with you today.\n\nNot using this to take advantage - it’s important to understand that we are competing for people’s time. Digital strategy isn’t about purely getting eyeballs. When people search for you, or come and interact with you they expect an experience, and expect you can fulfill something for them.\n\n
  26. Brands and marketers also have to entertain and engage. Every brand is a meida company now - think of how you can engage and extend beyond what you sell.\n\n
  27. POWER OF STORIES: People are open to and expect more complex engagements between brands and themselves, after all. They also expect brands to give back. This is from Dulux. Let’s color used the restorative power of color to change the lives of people around the world. You’ll see this created buzz, especially in SoME as the concept was powerful and touched people in a way that wanted to make them respond. \n\n
  28. Concept of freemium - give them something, reward users who spend time with you. (This also makes it easier for word to spread)\n In it Robert Downey Jr (Iron Man) wears these bracelets to call the new suit of armor. \nThose bracelets are the magnetic health gear Colantotte, featured in the new Avengers film. Typically Colantotte marketed to athletes, but they wanted to expand their offering to other demographics and earn some Pure product integration, but in order to take it beyond the movie an interactive comic was created by Marvel. It gave users something they wanted - backstory of the new Iron Man armor - in exchange for them understanding a bit more about a new medical/health brand from Japan called Colantotte.\n\n
  29. This case endures. Start as you all know the meme. Point is it’s already 5 years old, but still going because it ticked all the boxes and is still relevant today\n\nWhy it lingers it that it found something that the consumer wants that spoke and created a strong reaction. It did this by blowing away category standards. Good content endures, and good content creates stories that still go on today.\n\nThe goal is to turn your BRAND messages, into conversational content.\n
  30. \n
  31. \n
  32. This is not about having media. This is about ideas, and creating something that can spread. Ideas have to live everywhere. Doesn’t matter what they are. And as digital marketers we are responsible for making ideas live in “our world”, and about developing ideas that can spread through traditional media as well. We’re being leaned on more and more to contribute to the bigger conversations and to get involved.\n\n
  33. As we know it’s no longer about campaigns simply doing one thing well, it has to be done in any number of media. Part of the mission is to find that “something” about the brand that we can blast wherever we have to. This is widely understood, but bloody hard to implement.\n\n
  34. This is why I believe real digital thinking goes beyond all of that.\nAs digital marketers we have to create new values and new territories to approach customers. ONE of the beauties of being a digital marketer is that we are uniquely able to do this at LOW RELATIVE COST. Think of it almost like a long tail approach to markets.\n\n
  35. Part of this involves us making sure we go beyond the brand territory to get into people’s minds before they are considering you product. Look at things from a context that don’t stop at the category. If you can relate to culture than that is awesome.\nAIM FOR THINGS HAPPENING AROUND YOU AND SEE IF THERE’S A LINK THAT MAKES SENSE\n\n
  36. This method works really well with search. In fact, search combined with social listening is a powerful tool that can really give you some hints at what it is that people are thinking of which we can use to seed ideas to promote the product.\n
  37. Going beyond category into long-tail micro-niches really upped the ability to insert a conversation about bandages into more than health and wellness, but into brand new topics and usage.\n
  38. Going beyond category into long-tail micro-niches really upped the ability to insert a conversation about bandages into more than health and wellness, but into brand new topics and usage.\n
  39. For muse - a medicated handsoap for kids with an automatic dispenser, we created a concept and a big idea inspired by letting kids discover “with their hands”. Why it resonated is that mom’s today in Japan are always looking for ways to encourage healthy play as opposed to indoor play (video games, etc) which is a new challenge for mothers.\nTo bring us into the new value space, content was created for the concept that focused on “old school” games and ways kids can play outside. And tied these topics to the kinds of things their mothers would search about or had an interest in solving.\n
  40. Summing up the rules - customers will control our content - find ways to do that, location - go beyond the devices and shopping to get to some new territories, storytelling to engage our brand “volunteers” and being everywhere (mental/physical) to make up where we’re at today.\nIf you’ve noticed, what I’ve talked about isn’t digital specific, but these are the days where digital’s role has changed - digital is playing an ever greater role in shaping brands and brand experience, and with the requirement for brands to stretch themselves digital will play as big a role as TV and the other mass media channels.\n\nApproaching and rethinking the playbook is essential, and I’m hoping these rules will help to guide you.\n
  41. \n