Presented I pulled together with Robin Dhara for ECCA at University of Arts, London - London College of Communications.

1. Standing out from the crowd
Robin Dhara – founder, RedRobin
Ged Carroll - director digital, Ruder Finn

2. hello

3. Ireland…

4. Portumna

5. Mad Men
Intent driven
Content driven
Controlled message Open conversation
Advertising
Push Messaging
driven by
age
gender
race
income
geography

6. Publicists and spin doctors
Intent driven
Content driven
Controlled message Open conversation
Advertising Public Relations
Content-driven
Push Messaging via intermediary
driven by
age news
gender trends
race information
income education
geography entertainment

7. Social | digital
Intent driven
Content driven
Controlled message Open conversation
Advertising Public Relations Social Media
Content-driven User query
Push Messaging via intermediary driven by
driven by
age news need
gender trends desire
race information passion
income education whim
geography entertainment curiosity

8. Understand the intent

9. Audience behaviour
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others

10. Audience behaviour
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others
Query
Filtered through:
- Trusted web
- Google | Bing-Yahoo! | Naver | Baidu
- Vertical search
- Site search

11. Audience behaviour
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others
Query
Destination Filtered through:
User chooses destination based on: - Trusted web
- Content - Google | Bing-Yahoo! | Naver |
- Credibility Baidu
- Trust - Vertical search
- Site search

12. Audience behaviour
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others
Query
Interaction Filtered through:
- With other users - Trusted web
- Google | Bing-Yahoo! | Naver |
- Brands
Baidu
- Organisations
- Vertical search
- Site search
Destination
User chooses destination based on:
- Content
- Credibility
- Trust

13. No longer about message broadcast,
but dialogue and intent interception

14. What do we need to know
• How do we fit into our audience’s lives?

15. What do we need to know
• How do we fit into our audience’s lives?
• Where will they go to find us?

16. What do we need to know
• How do we fit into our audience’s lives?
• Where will they go to find us?
• How do we set our stall out so that they’ll
be interested

17. What do we need to know
• How do we fit into our audience’s lives?
• Where will they go to find us?
• How do we set our stall out so that they’ll
be interested
• How do we get our hands on their money?

18. Insight

19. Social technographics profiling tool

20. Google Adplanner

21. SocialMention

22. Channels (or where can I be useful?)
• Image library • Search
• Archives • Social bookmarks
• Location details • RSS feeds
• Advice • Flickr
• Research • Video
• Local or expert knowledge • Blogs
• Entertainment • Social networks
• Q&A sites
• Twitter
• Google Maps
• Where 2.0

23. What does success look like?
• Benchmark Lay of the land, set
campaign goals
• Ongoing Optimise campaign,
measurement spot opportunities
• RoE (return-on- Flaunt our
engagement) awesomeness

24. One more word about measurement

25. Holistic

26. The currency of kudos
Whuffie

27. Being amazing
Being
nice
Being human
Being useful

28. Corralling an audience

29. Right audience

30. Ask them about themselves

31. Help them help themselves
free
“I wasn’t expecting such a
culture shock
vouchers
inside
on e
Issue2 0 1 1
Feb everything is completely
different.
I don’t even know which
toothpaste to go for.”
se
Happy Chine
“It took me a while to get my
New Year
Team head around buying things over
from the GB
the internet and making
the payment on line was
completely new to me. It’s
something that is just taking
off in China.”

34. Video
Audio
Text / pictures

35. Brand promise | touch point service
level agreement
Content immersion opportunity cost is a
trade off for a superior user experience. Non-
delivery is a negative brandmark
Video
Audio
Text / pictures

36. If you build it, will they come?
Probably not.

37. A bedroom in Tooting

38. pushmepullyou

39. Rewarding an audience

40. Lives of the Artists

41. Surround sound

42. Where are things going?

43. Read:
William
Gibson,
Douglas
Coupland &
Cory Doctorow

44. The web of no
web

45. QR Codes

46. Real world reactions
Vimeo Festival + Awards

47. Brainwave Technology

48. Web as a platform

49. Mashups
http://youarelistening.to/montreal

50. Helping customers to help themselves

51. Helping customers sell themselves

52. Where 2.0
• Mashing up web • Being able to reach the
technology with customer at the right
location information time, the right place
– Google Earth with the right
– Flickr maps information
– Foursquare | Gowalla | – Advertising moves from
Scvngr being selling to useful
– GroupOn information
– Requires balance
– Utility for customer
– Reward for their
attention
– Privacy respected

53. To app, or not to app, that is the
question?

54. Games With a Purpose
http://espgame.org

55. Forces of disruption
• Culture / politics clash
• Getting the best law that money can
buy: ACTA, The Digital Economy
• Impermanence
Act
• Privacy
• Margins in the long tail
• Technology moves • Most music masters won’t be
faster than business remastered for online distribution
models • Badvocacy
• Media sector
• Medicine
• Fatigue
• Rapid development
• Web as a platform and OSS reduces
development costs and times
considerably
• Start-up on a credit card - Trumours

56. Five ways to use this all to your
advantage
• Own your neighbourhood
• Scratch an itch
• Think about the stitching
• How can you reduce the buyer’s risk
• Get out from behind your Mac

57. People matter, objects don’t
that’s all you need to know about social
media – Hugh MacLeod

58. Never write an advertisement which you
wouldn’t want your own family to read. You
wouldn’t tell lies to your own wife. Don’t tell
them to mine.
Do as you would be
done by – David Ogilvy

59. All of us who professionally use the mass
media are the shapers of society. We can
vulgarise society. We can brutalise it.
Or we can help lift it
onto a higher level. – Bill
Bernbach

60. Available for download:
renaissancechambara.jp

61. Thank you for listening

62. Contact us:
Robin Dhara Ged Carroll
@theredrobin @r_c
robin@red-robin.co.uk gedarroll@mac.com |
http://www.red-robin.co.uk gcarroll@ruderfinn.co.uk
+447880807752 http://rfistudios.com
http://ruderfinn.co.uk
+447714123625
http://renaissancechambara.jp
Any questions?

63. Links
Planning Tools Academic Research
• http://www.forrester.com/empowered/tools.html • Meeyoung Cha – The million follower fallacy: http://
• http://www.google.com/adplanner an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf
• http://www.klout.com • danah boyd’s publications: http://www.danah.org/papers/
• http://www.compete.com
• Fifteen-minutes of fame: The Dynamics of Information Access
• http://www.socialmention.com
on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B
Research information Racz, I Szakadat and A Barabasi (Notre Dame University):
• http://pewresearch.org/ http://www.nd.edu/~networks/
• http://pewinternet.org/ HumanDynamics_20Oct05/0505087.pdf
• http://www.ofcom.org.uk/cmr • Digital Natives Programme by Berkman Center for Internet &
• http://royal.pingdom.com Society at Harvard Law School: http://www.digitalnative.org/
Reading Professional Bodies
• http://www.out-law.com • IPA: http://www.ipa.co.uk
• http://econsultancy.com/blog • WOMMA: http://www.wommauk.org
• http://www.crowdsurfing.net/ • IAB: http://www.iabuk.net
• http://www.wikinomics.com/blog/ Legal + Regulatory
• http://www.micropersuasion.com/ • ASA: http://asa.org.uk/
• http://renaissancechambara.jp/ • Consumer Protection from Unfair Trading Regulations 2008:
http://www.legislation.gov.uk/uksi/2008/1277/pdfs/
• http://mashable.com/
uksi_20081277_en.pdf
• http://www.speedcommunications.com/blogs/wadds/