From Don Draper to Mark Zuckerberg. The power of ideas and hero making on Social Media.

1. Don Draper, John Hegarty, Vanessa Paradis, Flat Eric,
John Cleese, Freddie Mercury, Mike, Leo Burnett, Mark
Zuckerberg, Nathan Barley, Sigmund Freud, A Lego Guy
Brands on Social Media and the Importance of Ideas
5th April 2012
@RogerWarner - chair of DMA Social Media Council
@ContentMotion
getintouch@contentandmotion.com
www.contentandmotion.co.uk

2. We Are...
In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.
Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out.
Focused: boutique, organised around one discipline: Social PR Engagement.
Up for it: very.
Good at it: see below...
Average Monthly TomTom Brand Mentions
Volume of TomTom Facebook Fans
90,000
90,000
80,000
80,000
70,000
60,000
70,000
60,000
900%+ growth
50,000
50,000
40,000
40,000
30,000
30,000
200%+ mentions
20,000
10,000
20,000
10,000
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Q1
Q2
Q3
Q4
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5m+ views, month #1
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Mentions
Fans
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@RogerWarner / @ContentMotion

3. Cue Draper / ‘Technology is a Glittering Lure’
• Mad Men
• 1960+
• Madison Avenue (get it?)
• Not much happens
• Characters...
• Drink
• Womanise
• Drink
(Click) • Smoke
• Drink and smoke
• What can we learn?
3
@RogerWarner / @ContentMotion

4. My Advertising Man, 1982
• John Hegarty
buy! • Co-Founder of Bartle,
Bogle, Hegarty
• Author of Hegarty on
Advertising
• Pioneers of modern
advertising (esp TV)
• Founded 1982
• Levis, Audi, Lynx (Axe)
4
@RogerWarner / @ContentMotion

5. There’s an App for That (...for Everything - The Lure)
5
@RogerWarner / @ContentMotion

6. “Never stop thinking like your audience...”
6

7. Social Media, 2010, 2011, 2012
• (Sir) Brian Solis, Engage, 2010
• Houston, we have a problem...
@RogerWarner / @ContentMotion 7

8. It’s Not About the Science
[On the introduction of TV advertising]
The boffins had taken over - they could
bamboozle clients with all the technical jargon
of this mind boggling new media. In the land
of the blind, the one-eyed producer proved to
be king. And these one-eyed men - and they
were all men - were the kings of advertising.
Until, that is, someone said ‘we need an idea.‘
And then the one eyed producers were found
to be somewhat wanting...
Hegarty
8
@RogerWarner / @ContentMotion

9. What People Want
9 @RogerWarner / @ContentMotion

10. People Thinking
The key to great marketing is
never to stop thinking like
your audience... Understanding
the role your brand plays in
people’s lives and knowing
how to make it more relevant
is crucial...
Hegarty
10
@RogerWarner / @ContentMotion

11. “Ideas are everything...”
11

12. Chanel, Levis (Flat Eric): WTF?
(Click)
12
@RogerWarner / @ContentMotion

13. “Authenticity is, um, the Key”
• Goal: be transparent, human, real, true
• But people buy brands: diamonds, Audi, Levis, etc
• Facebook: “Hey guys, what did you do this weekend?”
• Problem: lack of charisma is fatal / we can all play that game
• Problem: what magic is there to aspire to?
• What makes a brand in this environment?
• Brands are different now. 24x7, always on, support as marketing, marketing
as support. How do we turn that into magic?
13
@RogerWarner / @ContentMotion

14. Ideas, Ideas, Ideas
Ideas and stories are everything,
otherwise advertising is just
information.
The trick is to make advertising
interesting and relevant...
Ultimately, it’s just common sense
and a desire to excite people...
Hegarty
14
@RogerWarner / @ContentMotion

15. Planning: “The opportunity has changed...”
15

16. Real Change
The value of a great idea
hasn’t changed, but the
opportunity to exploit it
has...
Hegarty
16
@RogerWarner / @ContentMotion

17. Aim High, Start with Ideas
17
@RogerWarner / @ContentMotion

18. Meet Mike...
18
@RogerWarner / @ContentMotion

19. A Word from John Cleese...
Integrated, international campaign:
x14 markets - C&M planned and executed
6 million + video views
200% increase positive sentiment
100%+ increase online coverage/mentions
19

20. #BreakFree: Start with Ideas, Then User Experiences, Then Executions
TomTom App Integration Map and User Experience Flow
Non-live PND TomTom Live
KEY Owners PND owners
Targets First time TomTom Nav Competitor Nav 2 device Nav 3 Device
buyers 2 owner device owner owner owner
Don’t try this alone!
Engagement Facebook
• Multi-team
Blogs & Banner/ Live (local) Traditional Software
In Store ads & Newsletter Radio Direct mail
platforms News sites online ads
engagement
events press flashes
• Multi-discipline
Points of
entry
Booth
TomTom
Facebook Page
TomTom
Microsite
Mobile phone QR Codes • Developer
• Brand
QR Landing
Careoke
Trade-in Break Free Trade-in HD traffic Break Free
• PR
iphone
tab Tab info info Me App
app
Record
User actions video
Record
Video
player
TRADE
IN RENEW
(no app) • Advertising
embed SUB
video
Dev €50 off
BUY
Social
• Retail
View/ share
elements share video
capture Record capture
Auto-
• Product
user video user info
info populate:
#BreakFree
Log @TomTom
Content hub Auto generated Personal Twitter
user Break Free
(backend) email with links
shares YouTube
Channel
to user's video/
creation and the
• etc
(all UG videos) BF FB page Personal Log #breakfree
Facebook +@tomtom
WIN hashtag use
Incentives WIN (Grand Prize)
(weekly)
Personal Blog
Social
share
video Email WIN (daily)
20
@RogerWarner / @ContentMotion

21. Expressions: Beyond the Like

22. The Power of the Verb - Putting People in the Product
Shave
WANT
Wish
Vote
GIVE!
Smile
22
@RogerWarner / @ContentMotion

23. Avoid Planning Like This...
Curation
Co-Creation
Adprovising
Co-Co-Co-Curation
Liquid Content
Spreadable Media
Co-Co-Co-Co-Co-Creation
TransMediaStorytelling Unit
23
@RogerWarner / @ContentMotion

24. Respect this Man...
24
@RogerWarner / @ContentMotion

25. The Creative Plan...
Change the Brief. Create a mission.
Get inside people’s heads (and shoes).
Make people...
Entertainers Storytellers Sages Benefactors HEROES!
Think: Personal kudos, social capital.
Use big IDEAS. Draper meets The Zuck.
Big ideas are not dead - we need GOOD IDEAS, wired for social. Plan accordingly.
25
@RogerWarner / @ContentMotion

26. ?
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cr i r i n
Thank You! h