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Why should it take 9 months to make an advertisement that only lasts for 30 seconds? The output of the advertising sector is remarkably small. Each year, the average advertising bureau doesn’t even produce enough text and photos to fill a single newspaper or TV program. And this in an age when advertising is only as valuable as the public it reaches, the attention it attracts and the connections it creates. #inthemoment is a book that introduces you to the secrets of real-time content. Analyzing, planning, creating and spreading content in real-time generates a greater dynamic. You adjust better and you learn as you go. Check out The Upside on www.ontheupside.net
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the secrets, pitfalls, myths and toolsof real-time marketing
Wednesday, 13 November 13
Wednesday, 13 November 13
prolific*
1
*producing many worksWednesday, 13 November 13
For messages to be heard in 2020, brands will need to
create an enormous amount of useful, appealing, and
timely content.
- Harvard Business Review
Wednesday, 13 November 13
So let’s talk about quantity
Wednesday, 13 November 13
So let’s talk about quantity
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Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
waiting for a client brief...Wednesday, 13 November 13
official brief from the clientWednesday, 13 November 13
all-team agency briefingWednesday, 13 November 13
heavy strategic thinkingWednesday, 13 November 13
brainstorms & idea development with creative teams
Wednesday, 13 November 13
pitching ideas to creative directorWednesday, 13 November 13
first presentation backto the client
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more brainstorms andinternal presentations
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second presentation backto the client
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briefing and selectingproduction company
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pre-production meetingsWednesday, 13 November 13
presentation of finalcreative to client
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creative is published viapre-determined media space
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job done.waiting for the next brief...
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more is not better
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let’s not pollute the internet
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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
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finding balance between creating too little stuff and
creating too much stuff
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creating enough relevant stuff to reach
fragmenting audiences
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what’s your publishing purpose?
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from telling one big story, once a year
to telling multiple stories across the year
and ensuring all of these individual stories add up
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In search of new content production models
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audience-centric
2
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Wednesday, 13 November 13
Wednesday, 13 November 13
Understanding the audience of your live campaign
“In the future, maybe half of our efforts will take place after a campaign starts.”
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Real-time loyaltyReal-time is not just about campaigns, but also about loyalty, CRM and mobile strategies
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agile
3
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4. 2.
3.
Creative/editorial
Production
Distribution
1.Planning
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talk value
vs.
production value
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the real value of a piece of content is the interaction /
connection it can bring about
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1 bathroom1 actor
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1 bathroom1 actor
and a lot of propsWednesday, 13 November 13
1 tweet
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Agility comes in handy in times of crisis
Wednesday, 13 November 13
Agility comes in handy in times of crisis
Wednesday, 13 November 13
Agility comes in handy in times of crisis
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Agility?But what about this then?
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high end
vs
high speed
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heavyweight
vs
lightweight
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“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
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“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
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In this sea of real-time content, does your brand message consistently rise to the top?
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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
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Real-time organization
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Wednesday, 13 November 13
Embrace the game.There are no set rules.
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but nobody saying it’s easy....
But nobody is sayingit’s easy...
Wednesday, 13 November 13
#inthemoment@tomhimpe
@theupsideuk
Wednesday, 13 November 13