Ciaran O’ReillyRefresh DigitalPresentation to Marketing SocietyThe Marker Hotel26 September 2013

Hello!

Worked in a number of leading advertising agencies in a career spanning over 25 years.

Mainly as a Planner

Spent some time as a Brand Advisor to some leading Irish Companies

Been directly involved in Digital businesses for almost 10 years

MD of Refresh – a full service digital agency

Ciaran O’Reilly, MD & Head of Planning

What we will cover

How digital has changed what a Brand is

How digital has changed Brands relationship with media

Socialising Brands

Changing role of brands in consumers lives

Are we entering yet another new era of marketing?

How digital has changed what a brand is

Who’s in control?

• Consumers want control of brands… facilitated by technology.

• Challenge for marketers is retaining brand control while allowing consumers to interact.

What a Brand is, has changed

David Ogilvy

1960’s-2005 The Branding Era

2005 – Present The Digital Era

Value of Word of Mouth

The most recommended company in its category grows 2.5 times faster than the category

average Source: Bain & Co.

250%

Implications for Agencies

Increase the value of brands by making them the most relevant & recommended in its category

Implications for Clients

Brand Recommendation is now one of the key Brand Metrics.

Real Time Reputation Management is critical

"When you see an ad with your friend’s name in it, recall goes up by 60%. Word-of-"When you see an ad with your friend’s name in it, recall goes up by 60%. Word-of-mouth is themouth is thebest advertising. At Facebook webest advertising. At Facebook weare implementing word-of-mouth at scale." are implementing word-of-mouth at scale."

Dan Rose, VP of Partnerships and Platform Marketing, Facebook. Jan 2011

Source: Mobile Youth Economy, 100 Trends for 2012

Digital has changed Brands & relationship with Media

What makes new media new?

TV becoming a trailer for Digital

Source: Shiv Singh, Global Head of Digital, PepsiCo

A new way of looking at Media

Traditional Media Model

Paid Media

Your Brand

Paid Media

Earned Media

Owned MediaYour Brand

Digital Media Model

Digital is about socialising brands

Starting a Facebook Page is not a social strategy!

Enable Sharing of Everything you can!

For Consumers, it’s not about Social Media, it’s about Social Currency

Social Currency: The objects that makes us valuable to our

friends

Unashamedly jumped on a consumer driven meme

What’s amazing is that Paddy Power is not seen as a marketer leaping on a bandwagon

Think Like a Consumer

• Know your audience

• They have different modes for different moods – so should you

• Not one Corporate voice – each channel has different needs and different tone of voice

• Have an opinion & avoid ‘Marketing Speak’ – especially in Social Media

• Don’t be afraid to be a little self deprecating

• Encourage engagement – a relationship is two-way

Two trends emerging from Social Currency1.Gamification2.Social TV

Gamification

Gamification & Sales impact

Social TV

Social TV

• Connected TV’s integrating social activity• Integrated into EPG Middleware• Twitter & Facebook now major players in TV

industry – without making a single TV program• VOD – Timeshifted viewing with social integration

Making friends & influencing people

Consumers transmitting brands

Some brands are disproportionately more appealing to digital consumers who are

TWICE as likely to be “Transmitters” – influence others with their views

*Millward Brown, BrandZ Brand Equity Survey

99% of influencers say friends ask their opinion before making an important purchase

Source: Mobile Youth Economy,

Digital has changed Brands role in consumers lives

Difference between ‘advertising’ & ‘digital’“Advertising is about

breaking through, digital is about fitting into the more personal media rhythms of peoples day-to-day lives”

Nick Law, Chief Creative Officer, R/GA

Have to Breakthrough to Get Noticed

The role of Brands has changed

We believe in the digital era brands have two new roles:1. Becoming an open platform means becoming a ‘connection point’ to engage consumers. Need to make sure brand has something meaningful to say and be brave enough to facilitate a 2 way relationship

2. Brand Utility to play a useful role in the lives of consumers – it is simply not enough to rely on the old principles of media interruption.

Platforms : A Key Trend

“Platforms (e.g. Nike+) are worth investing in, they are an efficient and ongoing relationship. Identifying platforms that only that brand can deliver, that fits into peoples day-today lives will become more & more important.”

Final Thought: Are we entering yet another new era in Marketing?

Welcome to the Relationship Era

• 44% Nearly half of consumers are less responsive to Mass Marketing Messages (inc. those running on digital media)

• 66% of consumers are more inclined to purchase brands that allow them to share their preferences

Build Relationships not brands

• In the Relationship Era, marketing communications is almost a real-time dialogue, hyper-targetted to ever thinner slices of customer segmentation

• Enlightened marketers have unimaginable access from numerous sources to rich consumer data, enabling them to be more proactive and deliberate in ways that are unexpected and highly valued

• All leading to an ever evolving era of mass personalisation

Big Data

This is being driven by Big Data

Thank You!

@ciaranoreilly

linkedin.com/pub/ciaran-o-reilly/6/385/5/