Creativity in the age of social media - Social Media Week London 2013 #smwldn #smwketchum
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Need to maximise creativity in the era of social media? Four speakers gave us their suggestions for maximising creative potential.
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Creativity in the age of social media - Social Media Week London 2013 #smwldn #smwketchum
- 1. #smwketchum Creativity in the Age of Social Media Tuesday 24th September 2013 Social Media Week 2013
- 2. 2 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda
- 3. #smwketchum To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum @bertieager
- 4. To Be (Viral) Or Not To Be (Viral)
- 5. viral coefficient = (average number of users invited by each active user who invites someone) × (proportion of invited users who actually join or become active) × (proportion of active users who invite others)
- 6. Virality = interaction + engagement x participation
- 7. Four Stress Tests Easy to share & join in Have Value Reward & Incentivise Craft
- 8. No To Dead End’s
- 10. 10
- 12. 60MViews 2.8MShares 20%Reduction in accidents & near misses on Melbourne M 12
- 15. 15 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda
- 16. #smwketchum Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios @tomjhemsley
- 17. LITTLE DOT STUDIOS Building an audience on
- 18. ALL3MEDIA Drama & Reality Entertainment & Factual Entertainment Midsomer Murders Skins Shameless Hollyoaks The Only Way Is Essex Shortland Street Outrageous Fortune MME JV with BBC Worldwide Zwei Bei Kallwass Familien Im Brennpunkt International Format and Programme Distribution Undercover Boss Four in A Bed Mary Queen Of Shops Ramsay’s Kitchen Nightmares Embarrassing Bodies How To Look Good Naked Hotel Hell Gordon Behind Bars The Cube Peep Show Cash Cab Horrible Histories Gadget Show Fifth Gear Family Game Night Are You Smarter Than a 5th Grader? Lingo Wie Is De Mol YouTube Original and Archive Channels
- 19. Video Optimisation thumbnails, titles and tagging Thumbnail Title Channel logo Meta Data: Tags / Description Getting Content Seen on YouTube:
- 20. here did we start?: Branded TV Channels
- 21. SKINS Original weekly content behind the scenes of Skins DEAD PARROT Original online comedy sitting next to some of the UK’s biggest comedy brands Original Channels CRUMBS FOOD Food channel with food bloggers – Claire & Lucy McDonald SORTED Food Food with friends, Europe's largest food focused YouTube channel nsert SORTED Food Making Content :
- 22. Making Content for YouTube • Lower production values aren't necessarily a bad thing. • A regular broadcast schedule is still relevant. • Collaborate with YouTube natives. • Community powered content and regular CTA’s
- 23. Original Channels – YouTube funded DAILY MIX Beauty and makeover channel featuring celebrities and YouTube talent. BODY TALK DAILY Women’s lifestyle channel focusing on health and wellbeing.
- 26. 26 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda
- 27. #smwketchum The co-creation trend Danny Whatmough, Associate Director, Ketchum Digital @dannywhatmough
- 28. 28 | 24.09.2013 #smwketchum What is co-creation? The process by which a brand works in partnership with a third party to create brand experiences
- 30. 30 | 24.09.2013 #smwketchum Why is it important? The six principles of persuasion 1. Social proof – people do things they see other people doing 2. Authority – people are persuaded by people with authority 3. Liking – people are persuaded by people they like
- 31. 31 | 24.09.2013 #smwketchum Why is it important? “If you can get people who are similar to the person you're trying to persuade to speak on your behalf, it's a lot easier for you than if you have to try to hammer your message one more time into a reticent mind.”
- 33. Social media changes everything and it changes nothing
- 34. 34 | 24.09.2013 #smwketchum Where are we going? Controlled Linear Predictable Lack of control Dispersed Unpredictable Brand Audience Brand Audience Brand/ Audience/ Credentialer
- 35. 35 | 24.09.2013 #smwketchum You will get better creative ideas
- 36. 36 | 24.09.2013 #smwketchum Your credentialer budget will go further
- 37. 37 | 24.09.2013 #smwketchum You tap into their world
- 38. 38 | 24.09.2013 #smwketchum You can be bold and brave (but authentic)
- 39. 39 | 24.09.2013 #smwketchum There are no limits…
- 40. 40 | 24.09.2013 #smwketchum Thank you Danny Whatmough Associate Director - Digital Ketchum danny.whatmough@ketchum.com @dannywhatmough
- 41. 41 | 24.09.2013 #smwketchum 1. To be (viral) or not to be (viral) Andrew Ager, Creative Director, Ketchum 2. Building audiences on YouTube Tom Hemsley, Creative Director Little Dot Studios 3. The co-creation trend Danny Whatmough, Associate Director, Ketchum 4. Social media marketing for movies Beth Fallon, Warner Bros Agenda
- 42. #smwketchum Social media marketing for movies Beth Fallon, Warner Bros
- 43. SOCIAL MEDIA MARKETING FOR MOVIES
- 44. GENERAL SOCIAL MEDIA APPROACH Fan pages for each movie from first trailer WB channels – aggregrate video views TrueView Skippable Pre-Rolls Film specific & WB handles Using # in materials Strategic Promoted tweets Influence in Organic Search 44
- 45. 45
- 46. 46
- 47. 47 UK Press Ad
- 48. 48
- 49. 49
- 50. 50
- 51. 51
- 52. 52
- 54. PROMOTED TWEETS
- 58. 58
- 59. The extractor visited a number of UK cities and fans were encouraged to find him as quickly as possible via clues on Facebook to win the premiere tickets in his briefcase – generated high interaction and buzz
- 61. THOUGHTS TO LEAVE YOU WITH… Find the right tone for each media & device Seek strategic opportunities Be quick, reactive & dynamic Encourage conversation & sharing Make people laugh Test and optimise Balance paid for and organic activity 61
- 62. #smwketchum Creativity in the Age of Social Media Tuesday 24th September 2013 Social Media Week 2013
Editor's Notes
- Eric Reis in the lean-start up gave us the Viral Co-efficient
- For me it’s a lot more simple
- Make it easy to share and friends to join inReward users, offer incentives, SURPRISE AND DELIGHT, Create value – keep giving people who use your content more and more, updates, make it essential to their livesAll about the craft, does it create a FUCK ME MOMENT? Is if jaw dropping, does it tug an heart string, has it got a cat in it?!!Does my content offer something valuable to share?Is it worth being shared?How will users be rewarded when they share?Why will users want to share?Why would they want their friends to share?How will the content motivate users to keep sharing over the long term?Create challenges, give people something to do and a reason to circle back againDon’t fire and forget
- Give the bird to dead-endsYou have started a conversation, you need to keep it going,How can the user get more involved?Take the journey your customer will take, where are the dead-ends? If you walk their route, ensure there is something leading them back to the brand or contentRemember Viral isn’t just Facebook and Twitter.Niche blogging sites should be in your armoury as much as the Big 2Reddit especially the GetMotivated subreddit. and Hacker News. Reddit is a great jumping off point for other sites like Kottke, Mashable, Jezebel and The Huffington Post.
- Don’t just let content sit there, you need to be connecting all the dotsThere is a realisation amongst marketeers that we can’t rely solely on consumers to spread the loveVirality isn’t a marketing strategy that can be executed once you launch, it needs to be thought out.Don’t ignore sponsored content
- And this is how to do it!
- DUMB WAYS TO DIEMETRO TRAINSMcCann MELBOURNE, AUSTRALIAhttp://www.canneslions.com/work/2013/pr/Overview:Accidents and deaths among young people on Melbourne's Metro train system had been on the rise for years. Our brief was to get the idea of train safety on the agenda for under 25-year-olds, and reduce the amount of accidents on the system.The problem is young people don't listen to public safety messages. So, instead of following the standard PSA format, we did the complete opposite: we embedded our message inside infectiously likeable and sharable content.Dumb Ways to Die was an integrated campaign that used entertainment to reposition being unsafe around trains as the dumbest way to die. We didn't preach, or lecture.Every element of the campaign was designed to raise awareness of train safety and make it part of the conversation. But also to get people to pledge to be safe around trains, because we wanted to get people to actively invest in changing their behavior.Campaign Success The video had over 20 million YouTube views within a week, and is now approaching 50 million. It is the 3rd most shared ad in history.The song charted on iTunes in 28 countries, made the top 10 in several, and is still getting airplay on radio stations worldwide.Schools started using the video as a teaching tool, and due to demand we published a 48 page book for school use.There are over 200 cover versions of the song and video online. Over 750 global news websites covered the campaign, including every Australian network.Nearly 1 million people have pledged to be safe around trains on our website. And for the three months post-launch (the most recent data), Metro has experienced a 21% reduction in accidents and deaths compared to the same time last year. Metro's goal was a 10% reduction.Rail safety is now part of the conversation.Launched & Execution The song, Dumb Ways to Die, was released onto iTunes and Soundcloud. On the same day, the music video was uploaded onto YouTube. The video description carried links to: our campaign website, our tumblr page with 21 animated gifs, iTunes where the song was available for purchase, and soundcloud for free downloads.12 days after the main video launched, we released a karaoke version onto YouTube to encourage the spread of covers and parodies. 3 days after launch, paid media began: Transit advertising and Press ran. Radio advertising was purchased to play the song, although stations were already playing it for free.By this time, the karaoke version of the song was playing on train platforms, and interactive posters were encouraging Metro users to spread the message via Instagram. Eight weeks after launch, a 48 page book was released for use in schools. And finally, a smartphone game was released.
- 165m views+ - making it the most viewed piece of online branded content EVER….But Media coverage facts are more significant because it bled into popular culture in a way that is rare.For this reason alone the Titanium is deserved - ?You can’t disagree with how it articulated the position of the brand.So from one Grand Prix winner from a global megabrand TO one from an unknown brand>>>>>>>>>>>
- IT ALSO WON BIG AT CANNES5 Grand Prix for Titanium & Integrated, Film, Direct, PR, Radio18 Gold for Branded Content & Entertainment (2), Cyber (5), Direct (2), Film Craft, Film, Media, Outdoor, PR, Promo & Activation (2), Radio (2)3 Silver 2 Bronze
- This is a note
- This is a note
- Reciprocity - People tend to return a favorCommitment and Consistency - If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goalSocial Proof - People will do things that they see other people are doing. Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts. Liking - People are easily persuaded by other people that they like. Scarcity - Perceived scarcity will generate demand.
- Reciprocity - People tend to return a favorCommitment and Consistency - If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goalSocial Proof - People will do things that they see other people are doing. Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts. Liking - People are easily persuaded by other people that they like. Scarcity - Perceived scarcity will generate demand.
- http://www.thefader.com/2013/04/04/preview-beyonces-new-single-grown-woman/Find the channels that will work for your influencerTap into their communities –bring their fanbase into the conversation – mobilise themBeyonce’s YouTube following helps with this teaser for Pepsi
- http://www.youtube.com/watch?v=9mIBKifOOQQ
- http://thenextweb.com/twitter/2011/12/16/sweden-lets-citizens-take-over-its-official-twitter-account-this-is-either-genius-or-insanity/
- Over 12k followers