Creative Lancashire - Joanna Halton

© McCann Manchester Limited


JOANNA HALTON

Social Media Strategist at McCann Manchester

@JoannaHalton


280 people

30 dedicated to PR and social media

15 insights specialists

12 international specialists

Experts in creative content campaigns.

Full service agency: strategy, creative,

production, execution and evaluation


We get people talking about brands, products, issues in a way that delivers business benefits


DIGITAL TRENDS

How they may affect your current digital strategy


OPERATING IN A MULTI-PLATFORM WORLD


RESPONSIVE DESIGN + DEVICE FRAGMENTATION

iOS Devices Android Devices

Source: opensignal.com/reports/fragmentation-2013/

http://opensignal.com/reports/fragmentation-2013/






70%

of people trust opinions of other unknown people shared online

Source: Nielsen Global Online Consumer Survey

92%

consumers around the world say they trust earned media

(word-of-mouth and recommendations from friends and

family) above all other forms of advertising

POWER TO THE PEOPLE


Source: Google ZMOT

THE CUSTOMER JOURNEY GETS MORE COMPLEX


The best advertising,

isn’t advertising.

- Ajaz Ahmed, Found, AKQA

“ “”


• Digital media • Print media • Social Advertising • Facebook • Native PR

Paid

• Facebook • Twitter • Blog • YouTube • Other social channels • Website • Apps

Owned • Forums/Reviews • Facebook • Twitter • Youtube • Blog • Blogger outreach • Digital PR • Content Marketing • SEO

Earned

INTEGRATION OF MEDIA TYPES


BLURRING OF OFFLINE + ONLINE


GOOGLE WANTS YOU TO MAKE CONTENT FOR HUMANS


CONTENT MARKETING FOR MCCANN MEANS

MAKE STUFF THAT

PEOPLE WANT TO SHARE


McCann Manchester Content


RED BULL STRATOS

Viewed by

eight million people on YouTube

Facebook post gained 216,000 likes within 40 minutes


THE SUCCESS OF RED BULL

By turning into a publishing company, Red Bull

attained 44% market share and sells 4.6 billion cans.

Red Bull Media:

• Employs 140 people

• Record label, magazine, content hub, on the ground

content producers

• Red Bull Content Pool licenses content to other

publishers

http://www.redbullmediahouse.com


What you say, sticks:

No fat chicks!

http://bit.ly/JHCocaCola

http://bit.ly/JHCocaCola


CREATE SOCIAL + CONTENT CENTRIC CAMPAIGNS

http://bit.ly/JHShareACoke

http://youtu.be/5l0cCyElfgg

http://bit.ly/JHShareACoke


TENT POLE AND PEGS

1. Brand Story underpins all content

2. Micro content delivers always on

contact with brand

3. Keeps brand, product, campaign

message front of mind

4. Tells brand story in a compelling way

across all touchpoints


STRATEGY & CONTENT:

Useful Valuable Entertaining Relevant In context Discoverable

Always ON, snackable content • Graphic photos

• Short videos [Vines, Instavideos]

• Infographics

• Short animations

• Animated GIFs

• Graphics

MICRO / ALWAYS ON CONTENT


HOW THIS WORKS

Sep Oct Nov Dec Jan Feb

MACRO

Campaign activity

MICRO /

ALWAYS ON

(Daily Content)

1

2

An illustration of how they can fit together.


DUMB WAYS TO DIE

McCann Melbourne for Metro Trains in Melbourne

Trains travel in a straight line. If you

get hit by a train, you’ve probably

done something wrong which makes

getting hit by a train one of the

dumbest ways to die.

http://bit.ly/JHDumbWaysToDie

http://vimeo.com/61855119

http://bit.ly/JHDumbWaysToDie



Nobody reads ads.

People read what interests them.

− Howard Gossage, Copywriter & Founder,

Mander, Freeman & Gossage

“

“” Sometimes, it’s an ad.


CONTENT IDEA

AMPLYFYING

THE

CAMPAIGN TOYS

PAID

MEDIA

CREATIVE

WEBSITE

EARNED MEDIA

SITES & BLOG,

TWITTER, SEO

GAME

VIDEOS CREATIVE

PHOTOS

ANIMATED

GIF

INFOGRAPHIC

OWNED

SOCIAL

PROPERTIES


Source: Experian Marketing Services

NUMBER OF DEVICES USERS ARE ACCESSING THIS CONTENT

KEEPS GROWING



MULTI-PLATFORM BRAND EXPERIENCES

http://bit.ly/JHBeMoreDog

http://bit.ly/JHBeMoreDog



PROMOTE +

CROSS-PROMOTE

YOUR CONTENT


SUMMARY

− Planning for multi-channel: Building in responsive design into your processes

− Power to the people: Consumers have a voice and it can influence your potential customers

− Customer Journey gets more complex: Ensure your consumers have the right content available

to support them in their decision

− Integration of media types: Paid, Owned and Earned begin to blend

− Blurring of online + offline: Creates opportunities and complications

− Google wants quality content: Make it for humans not for bots

− Brand Story telling: A big idea that is executed well across channels

− Macro and micro content: Campaigns with large, brand initiatives and always on content

− Multi-platform brand experiences: Content that engages your audience whatever the medium

− Promote your content: Cross-promote with your other channels or through paid


JOANNA HALTON

@JoannaHalton

[email protected]
