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Soap operaswerentaboutsoap3
- 1. WHY IS THERE NO AUDIENCE FOR WHAT WE MAKE?
- 2. AT THE GOLDEN DRUM FESTIVAL, MARTIN WEIGEL GAVE AN INSPIRING PRESENTATION ABOUT
- 3. OVERCOMING INDIFFERENCE http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/
- 5. BUT, WHERE DO WE GO FROM HERE?
- 7. NO ONE CARES ABOUT YOUR WEBSITE
- 9. TWITTER, YOUTUBE, PINTEREST ARE ALL JUST NOISE
- 10. THERE IS SO MUCH INSTANTLY AVAILABLE, PUBLISHING ISN’T ENOUGH
- 11. PEOPLE DON’T CARE ABOUT THEIR SOAP’S TWITTER FEED
- 12. HOWEVER,
- 13. PEOPLE ARE SPENDING MORE TIME ON THEIR PHONES AND TABLETS
- 14. MORE TIME ONLINE AND IN APPS
- 15. MORE TIME ACROSS ALL MEDIA
- 16. AND IT’S INCREASING 635 mins 630 mins 660 mins 693 mins 7.5% 7.0% 7.0% 6.9% 4.0% 3.4% 4.0% 2.6% 5.1% 4.5% 3.8% 6.0% 5.0% 6.0% 7.5% 9.4% 15.0% 14.5% 13.0% 16.0% 22.5% 23.5% 24.1% 21.5% 40.0% 41.0% 40.0% 39.6% 2008 2009 2010 2011 TV and Video Radio Newspapers Other Internet Mobile Magazines Note: time spent with each medium includes time spent with that medium, regardless
- 17. THE OPPORTUNITY IS OUT THERE
- 18. HOW DO WE CREATE SOMETHING THAT PEOPLE WANT?
- 24. THEY WERE PLATFORMS THAT ADDED VALUE
- 25. THEY DIDN’T JUST INTERRUPT, THEY INTEGRATED
- 26. INTEGRATED INTO WHAT WE ALREADY WANTED TO DO
- 28. WE HAVE FIVE BASIC NEEDS IN LIFE ADAPTED FROM: FIRST THINGS FIRST, ROGER & REBECCA MERRILL AND STEPHEN COVEY
- 29. FIVE THINGS WE CONSTANTLY SEEK IN ORDER TO BE FULFILLED
- 30. WITHOUT THEM WE FEEL EMPTY, INCOMPLETE
- 31. THEY ARE
- 32. 1. SURVIVAL
- 33. WE STRIVE UNTIL OUR BASIC PHYSICAL NEEDS ARE MET
- 34. FOOD, CLOTHING, SHELTER, ECONOMIC AND PHYSICAL HEALTH
- 35. 2. LAUGHTER
- 36. LIFE NEEDS TO BE MORE THAN EATING AND SLEEPING.
- 37. WE NEED ENTERTAINMENT, SMILES, HAPPINESS, LAUGHTER
- 38. 3. RELATIONSHIPS PHOTO CREDIT: Nasos Z.
- 39. WE ALL HAVE SOCIAL NEEDS TO BE MET
- 41. TO LOVE AND TO BE LOVED
- 42. 4. GROWTH
- 43. OUR MENTAL NEEDS HAVE TO BE MET
- 44. LEARNING NEW THINGS GROWING PERSONALLY AND PROFESSIONALLY
- 45. AND LASTLY...
- 46. 5. TO BE PART OF SOMETHING BIGGER THAN OURSELVES
- 47. A SENSE OF MEANING PURPOSE CONTRIBUTION TO THE WORLD GIVING BACK
- 48. TO BUILD SOMETHING THAT LASTS LONGER THAN WE DO
- 49. IT’S WHEN WE CREATE CONTENT THAT TOUCHES THESE CORE NEEDS
- 51. IDEAS THAT FOCUS ON THESE NEEDS GO BEYOND CAMPAIGNS
- 52. THEY START MOVEMENTS ADAPTED FROM: BRAINS ON FIRE: IGNITING POWERFUL, SUSTAINABLE, WORD OF MOUTH MOVEMENTS
- 53. MOVEMENTS ARE NOT ABOUT PRODUCTS
- 56. THE PRODUCT BECOMES THE CONDUIT TO PASSION
- 57. THE PRODUCT IS THE ENABLER
- 58. WE’RE NOT IN THE BUSINESS OF IMPRESSIONS
- 59. WE ARE IN THE BUSINESS OF INTEGRATING CONTENT
- 61. CONTENT THAT MEETS CORE NEEDS
- 63. ONE AGENCY IN ORDER TO REACH WOMEN 18-49
- 64. A KEY DEMOGRAPHIC FOR HOUSEHOLD PRODUCTS
- 65. CREATED A DAILY, SERIALIZED STORY
- 66. ABOUT THE DRAMATIZED LIVES OF FAMILIES ALSO KNOWN AS
- 67. THE SOAP OPERA
- 68. SOAP OPERAS WERE NOT ABOUT SOAP
- 69. SOAP OPERAS WERE STARTED BY ADVERTISING AGENCIES
- 70. AND OWNED BY THE CLIENT
- 73. GENERAL FOODS
- 74. IN 1948, THE TEN HIGHEST-RATED DAYTIME PROGRAMS
- 75. WERE ALL SOAP OPERAS
- 76. BY THE 1970s, NETWORKS WERE AIRING 10 HOURS OF SOAPS EVERY DAY
- 77. THIS LED TO MORE CONTENT
- 81. AND PEOPLE INTEGRATED IT INTO THEIR LIVES
- 83. BECAUSE PEOPLE FELT THAT THEY WERE PART OF SOMETHING
- 85. THE ANDY GRIFFITH SHOW TV GUIDE’S 9TH BEST TV SHOW IN HISTORY http://www.cbsnews.com/2100-207_162-507388.html
- 86. THE DICK VAN DYKE SHOW http://www.emmytvlegends.org/blog/?p=6110
- 88. THE $64,000 QUESTION WAS WRITTEN, PRODUCED AND BROADCAST
- 89. COMPLETELY WITH AGENCY FUNDS http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/
- 90. REVLON SOON PICKED IT UP
- 91. WITHIN FOUR WEEKS, IT BECAME #1 http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/
- 92. REVLON BECAME #1, TOO. http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/
- 93. AND THE GAME SHOW GENRE WAS BORN
- 94. PINTEREST, INSTAGRAM, AND SPOTIFY
- 95. ARE JUST LIKE SOAP OPERAS
- 96. PLATFORMS THAT ADD VALUABLE CONTENT
- 97. AND INTEGRATE INTO PEOPLE’S LIVES
- 98. IMAGINE IF YOU PITCHED
- 99. THE IDEA OF
- 100. INSTAGRAM
- 101. OR THE IDEA OF
- 102. PAYPAL
- 103. OR
- 104. OR MICROFINANCERS OR
- 105. THE IDEA OF
- 107. OR
- 108. OR
- 109. HOW DO WE START?
- 110. 1. FIND THE PASSION CONVERSATION ADAPTED FROM: BRAINS ON FIRE: IGNITING POWERFUL, SUSTAINABLE, WORD OF MOUTH MOVEMENTS
- 111. WHAT ARE YOUR CUSTOMERS PASSIONATE ABOUT?
- 112. HOW CAN YOU FIT INTO THEIR LIVES INSTEAD OF THE OTHER WAY AROUND?
- 113. 2. REFRAME THE PRODUCT CONVERSATION AROUND THE PASSION
- 114. IT’S NOT ABOUT YOU AND YOUR PRODUCT
- 116. “PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT” SIMON SINEK SOURCE: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
- 117. 3. CREATE CONTENT PLATFORMS AS CONDUITS TO THIS PASSION
- 118. HOW CAN YOUR PRODUCT HELP THEM DO MORE OF WHAT THEY REALLY WANT TO DO?
- 119. NIKE+ HELPED RUNNERS GET MORE OUT OF RUNNING
- 121. MOVEMENTS TAKE TIME
- 122. IT TOOK PINTEREST 3 YEARS TO BECOME AN OVERNIGHT SUCCESS http://en.wikipedia.org/wiki/Pinterest
- 123. PANDORA NOW HAS 56 MILLION USERS BUT TOOK 12 YEARS TO GET THERE http://en.wikipedia.org/wiki/Pinterest
- 124. PEOPLE WON’T GIVE AWAY THEIR ATTENTION
- 125. BUT THEY WILL TRADE IT FOR SOMETHING VALUABLE
- 126. @marblehead jramirez@moroch.com moroch.com