space150's presentation from the Student Ad Summet (#Ad2SAS) at the University of Minnesota

1. Social & Mobile Media
Student Advertising Summit
Craig Key
Associate Media Director, space150
February 2013

2. #callyourmom
# viral sucks

3. social media

4. tools used to
what is store and deliver
media ? information
-wikipedia

5. what is
media ?
tools used to
store and deliver
information
-wikipedia

6. what is
media ?
tools used to
store and deliver
information
-wikipedia

7. what is
media ?
tools used to
store and deliver
information
-wikipedia

8. what is
media ?
tools used to
store and deliver
information
-wikipedia

9. what is
media ?
tools used to
store and deliver
information
-wikipedia

10. what is
media ?
tools used to
store and deliver
information
-wikipedia

11. part one:
#callyourmom

12. Your phone knows
more about you
than your mom.

13. Your phone knows
where you were
last night...

14. Your phone knows
who you were with.

15. Your phone knows
other stuff you
would never tell
your mom.

16. how does mobile media
change advertising?

17. /shifting from
concept to context

18. demographic geographic
psychographic momentgraphic

19. /context and concept
brands that provide utility,
fun or dynamic content
will win over brands rely
on short bursts of one-
way messaging.
#callyourmom

20. what do brands want
with media ?
Image Source: Mike Goldberg http://www.flickr.com/photos/40440831@N03/4863095212/

21. your attention.
Image Source: “The Eyes” Fraser Davidson http://dribbble.com/shots/802933-The-Eyes

22. social graph / tredning /
likes / fans / brand
advocates / viral / word of
mouthbuzzwords
/ loyalty / peer-to-
peer/ super-fans /
relationships / followers /

23. social graph / tredning /
likes / fans / brand
advocates / viral / word of
mouthbuzzwords
/ loyalty / peer-to-
peer/ super-fans /
relationships / followers /

24. viral

25. viral sucks.

26. infers that it’s
better to hope for
viral luck than to plan
for success

27. implies that being
viral witty trumps being
strategic

28. tries to start a forest fire,
viral by flicking a cigarette at a
pile of sticks
+ ≠

29. assumes that
failure is because
viral “the idea wasn’t
good enough”

30. protip: if your goal is
anti viral warmth, plan, build,
and nurture a fire.

31. top harlem
shake video:
23MM views

32. B-Dubs ®
top harlem Facebook
shake video: monthly reach:
23MM views 50MM people

33. # viral sucks

34. # viral sucks

35. what should brands
care about?

36. the news feed

37. /space150’s strategy:
own the news feed

38. how do you own
the newsfeed?

39. /own the newsfeed
content

40. /own the newsfeed
ads

41. /own the newsfeed
community

42. /own the newsfeed
technology

43. /own the newsfeed
winning in social takes
thinking, planning, trying,
failing, learning, and trying
again (and again).
# viral sucks

44. thank you
/space150.com
/slideshare.net/space150
craig.key@space150.com
@craigsanatomy