At Draftfcb London’s Breakfast Club event Phil Nunn, global communication architect for Draftfcb, and Matt Teeman, soon to be group commercial director for Metro Newspapers, co-presented “The New Era of Engagement.” They outlined what we mean by consumer engagement; discussed the pitfalls of becoming a “brand publisher”; and looked to what marketers, media owners and agencies should do next to keep consumers interested.

2. a new era of
engagement
“There has been a “No longer is it good
bizarre mix of success enough to say that we
and failure over the must engage
past months” audiences”
Phil Matt

3. a new era of
engagement
WARNING

4. PUSH pull

5. What an amazing summer… for some.

6. film

7. success
failure

8. 4.7 Million social followers
15 Million App downloads
109 Million unique users
431 Million visits
4.73 Billion page views

9. 60%
by mobile
device

13. D CANCE
ELLE LLED
CANC
LED
CEL
CAN
CAN
CANC
ELLED
CEL
LED
CANC
ELLED

14. Glastonbury may only take place
for another "three or four years",
according to Michael Eavis. He
claimed that festivals are "on the
way out" as music fans are
growing bored of going to them.
…
there is a
feeling that
people have
seen it all
before

15. Unilever partners with News Corp and Viacom for digital content

17. PUSH pull

18. Example
from
2012
-­‐
2011

21. not every brand can entertain
or make a useful thing…
spent $20 million
to lose $450 million

22. 22

23. Jay-Z results
o 1 Million Facebook fans
o Book #1 in charts for 10
weeks
Bing results
o ?
23

25. THE ENTERTAINER

26. Do you really want to?
Image:
Magda
indigo
-­‐
h8p://500px.com/photo/2634434

27. We can take lessons from Publishing.

28. A word about Matt

33. Do you really want to?
Image:
Magda
indigo
-­‐
h8p://500px.com/photo/2634434

34. a new paradigm shift
By
Mahmud
Hasan
(Aka
Pixel
Lord)
Flickr.com
shown
for
illustraNon
only

35. It doesn’t have to be reruns of dog-eared sitcoms.

36. A real challenge
…finding a steady supply of quality
digital content for a reasonable price
Keith Weed, Unilever Chief Marketing Officer

37. Everyone is using social as a
reason not to spend money.
We need to move away from the
democratisation of creativity.

39. Reciprocated
Symbiotic
Relationships

40. Beyond paid
Image:
NYT
Facebook
page
h8p://goo.gl/LI3P5

41. Barter has become acceptable
Image:
Nick
Pandev
-­‐
h8p://500px.com/photo/4996332

42. They have huge back catalogues of content
Image:
Frank
D-­‐
h8p://500px.com/photo/3593864

43. 24/7 content makers for the now …
Image:
Washington
Post
Facebook
page-­‐
h8p://goo.gl/quV8r

44. We need to work with media owners to
harvest more content & deliver in new
ways

45. “Engaging customers today
requires commitment from the
entire company and a redefined
marketing organization”
McKinsey Quarterly. July 2012

46. LIQUID & LINKED
“Comms need to be multifaceted and
spreadable; they need to encourage
immersion and discovery.
And, in a digital ecosystem, they also need
to encourage engagement through social
media.”
Jonathan Mildenhall,
VP Coca-Cola

47. A benchmark: Coca-Cola
Standard comms
(TV, OOH, digital display, shopper)
…………
70%
Innovative activation ideas …………
20%
Braver engagement ideas …………
10%

48. What’s yours?
Standard comms
(TV, OOH, digital display, shopper)
…………
Innovative activation ideas …………
Braver engagement ideas …………

49. By
victoriapeckham
Flickr.com
image
used
as
illustraNon
only

51. We need to invest in the magicians
Image:
h8p://goo.gl/BWPdo

52. “Where parents and children can have fun together”
$22.6bn
per year Image:
MarNn
Royds-­‐h8p://500px.com/photo/946738

53. A new future
Image:
TwenNeth
Century
Fox
-­‐
h8p://goo.gl/GbAz5

54. A new future
Engagement
Push & Pull communications
Entertainer?
Learning from the professionals
The relationship
Media Brand Agency
The new era
Content Innovation Magic

55. Thank you