The document discusses the concept of "Always On" marketing strategies. Some key points:
1) An Always On strategy means being constantly present and engaged across various platforms through consistent, lightweight interactions and content releases, rather than one-off campaigns.
2) Rihanna's prolific single releases are used as an example of an Always On approach in the music industry.
3) For brands, an Always On foundation allows various campaigns and product launches to be built upon continual, ongoing engagement with audiences.
4) Nike's #makeitcount campaign is provided as a case study, using a constant stream of videos, ads, social media and events to engage audiences over a long period of time
3. IMAGE BY GRADUALREVOLUTION ON FLICKR.COM
Lightweight interactions is how our species have
developed relationships for the past tens of
thousands of years
Thanks to Paul Adams
15. PONBE
To reach the target
audience in an attempt
to achieve earned
media, each piece of
content can be
communicated across
different channels and
platforms using
PONBE.
16. Thanks to Made by Many and David Armano
The creative canvas for always on needs to be
flexible / agile – many small experiments over
larger bets
17. For every one big “stock” hit, you can
create many small “flow updates.
Stock Flow
& The short bursts and lightweight
interactions that make up social
media.
The big, beautiful assets a brand is
used to producing, primarily for
campaigns.
Thanks to Percolate