Speaker presentation at The Internet Show - May, 2011

1. Story telling Why brands need to start telling a story to engage consumers Josh Frith – Managing Director 4th May 2011

2. Traditional Vs Social Media

3. Let’s call a spade a spade ...

4. Traditional branding & marketing is about controlling the customer

5. But social media is about relationships Whatever they may be...

6. Put the two together and you have ... …a controlling relationship

7. Let’s park that thought for now ...

8. To get reach brands go above the line Because they hope like hell for uplift

9. But why is the audience watching TV?

10. It’s not to watch a brand’s ad is it.

11. People are watching content they like, love & interests them. Or at least kills time ...

12. “Modern marketing embraces the convergence of entertainment, media and brands.” “We’re going to have to make our brands much more media properties in their own right, we…have to connect much more with content and make our brands more relevant.” Keith Weed, CMO, Unilever

13. How to craft social content

14. Social Content - some do’s & don’ts Use a simple concept – it’s easily understood Don’t get complex – too many moving parts Be authentic – people like genuine Don’t be contrived – it reeks of false campaign Create content relevant to your customer base Don’t get off brand. It may be popular, but do they buy Think long-tail content Don’t think short-term campaign For example…

15. Click to watch Google’s Parisian love

17. Keep it simple & authentic

18. Work out your video content, sequence and timings

19. Write up your micro editorial teasers

22. Create an audience

25. Do your research and go find them – they are out there in their droves

28. Thank You josh.frith@thedubs.com +61 (0)416 221 900