#inthemoment@tomhimpe
we are an innovation plug-in
We unlock the upside of digital change
prolific
1
For messages to be heard in 2020, brands will need
to create an enormous amount of useful,
appealing, and timely content.
- Harvard Business Review
For messages to be heard in 2020, brands will need
to create an enormous amount of useful,
appealing, and timely content.
- Harvard Business Review
So let’s talk about quantity
So let’s talk about quantity
So let’s talk about quantity
There will be billions of interaction points that will place enormous demands on brands to create and
deliver just the right piece of content.
- McKinsey
we’ll all be making more content
generating more interactions
with less means
from telling one big story, once a year
to telling hundreds of stories, all day and every
day
and ensuring all of these individual stories add up
In search of new content production models
“in less than a year (!), Ze Frank has recruited a talented team of video producers who have created 570
videos, with over a hundred videos passing 1 million views each, 350 million total views, and 2 million
YouTube subscribers.”
- from Buzzfeed internal memo
In search of new content production models
In the coming years we will expand BuzzFeed
University to train brands and agencies in the
“BuzzFeed way”
audience-centric
2
Understanding out the audience of your live campaign
“In the future, maybe half of our efforts will take place after a campaign starts.”
agile
3
the real value of a piece of content is the interaction /
connection it can bring about
1 bathroom1 actor
1 bathroom1 actor
and a lot of props
1 (ready-made) set1 group of actors
1 tweet
Agility comes in handy in times of crisis
Agility comes in handy in times of crisis
Agility comes in handy in times of crisis
Agility?But what about this then?
high end
vs
high speed
heavyweight
vs
lightweight
“Many, lightweight interactions over time is how we’re wired to build deep, emotional connections.
Therefore, our marketing plans should be built around this insight.”
- Paul Adams, Head of Brand Design at Facebook
“The majority of effort and spend will be supporting an always-on strategy based on many, lightweight interactions
over time to build deep relationships and loyalty.
A minority of effort and spend will be supporting a small number of heavyweight interactions with true fans to
achieve specific goals (mostly around driving awareness of new things)”
- Paul Adams, Head of Brand Design at Facebook
In this sea of real-time content, does your brand message consistently rise to the top?
to
The big shifts ofreal-time marketing
production value
generic
originality
messaging
made-up life
sought creativity
inventing from scratch
research
talk value
niche & personal
engagement
conversation
real-life
found creativity
hijacking
real-time data
ALAN SUGAR BOOKSIGNING
how to translate Alan Sugar’s “quirky” personality in an
engaging way?
51
ALAN SUGAR BOOKSIGNING
Winner of the Guardian
Digital Innovation award
2012.
ALAN SUGAR BOOKSIGNING
how can we introduce a collection through a personalised “money can’t
buy” experience?
111 portraits created uploaded to a Facebook gallery on the day, with the original, signed portraits framed and sent to their subject in the post soon after.
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