A presentation made for GE Money Bank Denmark.

1. Hello!

2. GE Money Bank
Copenhagen, Thursday May 22

3. Agenda
• Intro
• Short Form Video
• Nordic Social Cases
• The Need for Authenticity
• Real Time Marketing
• Q&A

4. 4
Gus Murray
Nordic Director of Social
Media
@ideasoutloud
#UltraMarathoner
#Australian
#ImmigrationNinja
#HugosHuman
Me…

6. 6

7. Social isn’t a 140 character
press release!

8. It’s about engaging with
people.

9. 9

10. STORIES IN SECONDS
MAKING STICKY

11. 11
http://www.youtube.com/watch?v=99md9haPyZM&lis
t=PL9R5RsXT0NMNhXQgC0fg_DoWGHHiCKkkv&fe
ature=share

12. YOUR BRAND
VALUES &
OBJECTIVES
WHAT PEOPLE
GIVE A SHIT
ABOUT
USEFUL & DELIGHTFUL CONTENT
Find the sweet spot

15. VIDEOS
BITE-SIZED

16. VIDEOS
CAKE-SIZED

17. 6.5 seconds
On average consumers
only engage with brands for

18. Two-thirds of the world’s
mobile data traffic
will be video by 2017

19. Mobile apps are changing
the way content is created
and consumed.

20. BARRIERS TO ENTRY ARE LOWER

21. Plenty of avenues for
dissemination

22. Opportunity to break
from traditional
processes

23. PRINT
TRAILER (2:33 minutes)
TEASER (6 seconds)

25. You amuse and
surprise me.
Entertain
You offer tools
that help me.
Help
You enlighten
and inform me.
Inform
You appreciate
me and my
contribution.
Recognize
You give me
value adding
benefits.
Reward
25
User need states:

26. INFORM ME
Show a more human side and give
fans a backstage pass to your brand.
FINDING THE SWEET SPOT

28. HELP ME
Demos, how-tos and tutorials
make life a little easier
FINDING THE SWEET SPOT

30. RECOGNIZE ME
Respond to fans and
become part of the conversation
FINDING THE SWEET SPOT

32. http://youtu.be/qK6n7LCS2fc

33. REWARD ME
Engage their creative sides and reward them with
freebies, recognition and experiences
FINDING THE SWEET SPOT

35. http://youtu.be/4d8ZDSyFS2g

36. ENTERTAIN ME
Whether promoting a sale or product,
create content that entertains,
engages and inspires.
FINDING THE SWEET SPOT

37. http://youtu.be/bsYSTPGDotY

38. Nordic Social
It’s not B2B or B2C, it’s H2H.
Cases

39. SHIFTING BRAND
PERCEPTION

40. THE CHALLENGE

44. THE STORY…

45. 45
http://youtu.be/2EQeBiZXcKo

46. REPOSITIONING
VOLVO

47. 47

48. 48

49. 49
Brands are too focused on their own communities
Social Media Week Copenhagen – 20th February

50. BE
Use social platforms to reinforce and express your
brand values and personality.
AUTHENTIC

51. 51
Jordan

52. 52
Jordan

53. 53
Jordan

54. 54
”Not really sure how to feel about it.
It’s something in the way you move.
Makes me feel like I can't live without you.
It takes me all the way.
I want you to stay.”

55. 55

56. REAL TIME
LEVERAGING THE NOW.
MARKETING

57. 57
"Real-time marketing offers the potential
for massive reach and amazing
engagement without the capital cost
association of marketing campaigns,"

59. Real-time marketing isn’t new.
It’s about recognizing an
opportunity and responding to
it.

60. 60
Today audiences are turning to multiple
channels for news and they’re receiving a
massive amount of information from each
one.

61. 61
1.600 per
minute
10 per
second
“We are
ok”
Peak volume of tweets with
the hashtag #hurricanesandy.
Number of pictures with the tag #sandy
uploaded to Instagram in peak hours.
The most shared term on
Facebook 31. October 2012.
#hurricanesandy

62. 62
Real-time marketing is not a new concept.
It’s about about recognizing an opportunity
and responding to it.

63. 63

64. 6 Trigger Types

65. 65
Planned
Reactive
Unplanned
#SMWDLBi
Proactive
Location
-Based
Predictive
Analytics
Brand
Event
Anticipated
Event
Brand/
Customer
Interaction
News/
Crisis/
Politics
@ideasoutloud

66. #1 Breaking News
- Reactive & Unplanned

67. 67
Politics

68. 68
Cause

69. 69
#fail

70. #2 Brand / Customer
Interaction

71. 71
Customer

72. 72

73. 73
BrandBrand on
Brand

74. #3 Anticipated Events

75. 75
BrandSuper Bowl

76. 76
Super Bowl

77. 77
Emmy’s

78. 78
Oscars

79. #4 Predictive Event

80. 80
Special

81. 81
Online-
Offline

82. #5 Brand Events

83. 83
Small
Biz Sat

84. 84
EventXMAS

85. #6 Location Based

86. 86
Charity

87. Real Time Media
Buys

88. Dark posting?

89. 89
A more effective delivery mechanism.

90. 90
Newsfeed
Fatigue

91. 91
Interest

92. 92
Weather

93. 93
Inventory

94. 94
Competitor
Ads

95. 95
Web
Traffic

96. 96
Foot
Traffic

97. 97
Engaged
last

98. LOOK AT SOCIAL AS
A SERVICE
OPPORTUNITY.

99. In closing

100. The audience has
spoken…
…They want us to
give them the right
thing.

101. Give people what
they want, when
they want it, in the
form they want it
in…

102. …All we have to
do is give it to
them.

103. Thank you