The recent ‘ideas boom’ in marketing and communications in Australia highlights the need to revolutionise communications, moving beyond traditional channels to more fluid ones to suit the intended audience. Presentation by Jo Scard from Fifty Acres at the National Public Sector Marketing and Communications Summit in Canberra on August 23, 2016. Links: PEW Social Media Usage Study: 2005-2015: http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/ Cisco report: http://www.cisco.com/c/dam/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.pdf Chewbacca Mom: https://www.facebook.com/candaceSpayne/videos/10209653193067040/ Inigo Montoya GIF: http://gph.is/24GRaaP NT News tweet: https://twitter.com/TheNTNews/status/763133836871905281 Antarctic Ocean Alliance Facebook post: https://www.facebook.com/AntarcticOceanAlliance/posts/1192226690834583 Coca Cola Chok Chok: https://www.youtube.com/watch?v=pEDsERv- rFA Magnum Pleasure Hunt: https://www.youtube.com/ watch?v=LD4uiqejOLg

1. The recent ‘ideas boom’ in marketing and
communications in Australia highlights the need
to revolutionize communications, moving beyond
traditional channels to more fluid ones to suit the
intended audience.

2. National Public Sector Marketing
Communications Summit
August 23, 2016. Canberra.

3. 1
2
3
Presentation
outline Social Media
The platforms change quickly and often but
audiences use social media more than any
other communication tool.
Gaming
Partnerships between big brands and big
games and the gamification of marketing
The future of digital
Augmented reality and virtual reality
have moved beyond a niche product to a
mainstream media.

4. Social media - where the audience
lives

5. Social
media’s
dominance
Growth remains steady.
Social media usage is
increasing in people of all
ages.
Social media growth
The spread of social media is unabating. Teenagers and
young people continue to lead the way, but statistics show
increasing usage across all age groups, including adults
and seniors, where usage has increased tenfold in the past
decade.

6. Usage is increasing
across all age
groups, including
adults and
seniors, where
usage has increased
tenfold in the past • 65% of adults used social
media in 2015, up from 7%
in 2005.
• Seniors are also joining:
35% of all those 65 and
older report using social
media, compared with
just 2% in 2005.
Source: PEW Social Media Usage: 2005-2015

7. Usage
across
platforms
Instagram and Snapchat have both seen strong growth, but Facebook
is still the social media platform that dominates the web.
• Facebook has on average 1.13 billion daily active users
• 100 million users spend 30 minutes on Snapchat every day. Over 10
billion videos are viewed daily, which is more than a 350% increase in
the last year alone.
• Instagram has 400 million active users, 300 million are active daily us-
ers. More than 95 million photos or videos are shared on the platform
every day
• For all platforms, usage is greatest in the 18-34 age group. Facebook
eclipses Instagram, Snapchat, Twitter, Tumble, Vine, LinkedIn and
Pintrest in terms of reach and time spent on the platform

8. Think
mobile
Engaging with your
audience online
increasingly means
engaging via smartphone
The average smartphone user spends 4 hours on
her device every day.
• She has 33 apps, 12 of which she uses daily.
• 3 of those apps account for 80% of her usage time:
Facebook, Whatsapp and Chrome.
The Asia-Pacific region accounts for the majority
of global smartphone users

9. Social media
best
practice
Increase audience
engagement by following
basic principles: be visual
and engage.
Be visual
• Images
• Videos
• Gifs
• Infographics
Engage
• Join conversations
• Repost content
• Ask questions
• Reward and incentivise
• Be funny

10. The power
of pictures
Engaging visuals
People’s connection with
images is instant and
emotional. The human brain
can process entire images
in as little as 13 milliseconds,
according to MIT researchers.
Using pictures well is
fundamental to successful
social media.
• Images on social media
increase user engagement
by up to 94%
• Images are
40 times more likely to get
shared
• Tweets with images earned
150% more retweets and
18% more clicks in a study
by Buffer
Images on social
media increase user
engagement by up
to 94%

11. The evolution of
video consumption
1 2 3Live (traditional)
TELEVISION
• Tune in or miss out
• Mass concurrent audience
• Free and paid options
On Demand
DIGITAL VIDEO RECORDER/STREAMING
• Watch on your own terms
• Disparate audience
• Pay for convenience
‘Real’ Live
FACEBOOK LIVE/PERISCOPE
• Tune-in/watch on your own terms
• Mass audience but also personal
• Free to broadcast and watch

12. The rise of video
As with images, the connection with video is instant
and emotional, but for video, this response is
prolonged
Billions of videos are viewed on social
media every day. YouTube has lost
its supremacy as the video platform,
video is now integral to social media
networks.
• The average video post generates 135% greater
organic reach compared to photo posts
• Facebook alone generates 8 billion video views
per day. Snapchat eclipsed this in 2016, reaching
10 billion
• The number of video posts per person on Face-
book increased 75% in 2015
• Video is predicted to account for 82% of global
internet traffic by 2020, according to Cisco

13. The advent of live
streaming video is the
latest development in the
dominance of video.
• Live stream videos are raw, authentic
and accessible to both creators and
consumers
• Facebook live videos are prioritised
in the feed and watched on average
Chewbacca Mom
Live stream videos are raw, authentic and
accessible to both creators and consumers
• May 19, 2016: 37-year-old Texas mother Candace
Payne posted a live video showing her delight
with a Star Wars Chewbacca mask she purchased
for her son
• The video quickly went viral, propelling Payne into
viral stardom and prompting the mask to sell out
across America
• The video has been viewed more than 160 million
times and shared 3.3 million times
Link: https://www.facebook.com/candaceSpayne/
videos/10209653193067040/

14. GIFs
Strange but remarkably
popular
What is a GIF
A GIF (Graphics Interchange Format) is a widely supported and portable file that
appears as a very shot video (usually three seconds or less). It could be described
as a cross between a picture and a video.
• The format was first invented in 1987 but its popularity has skyrocketed in
recent years due to its shareability on social media
• The creators of the format pronounced GIF with a soft g - “jif”- but pronunci-
ation with a hard G is widespread
Link: http://gph.is/24GRaaP

15. GIFs make content
stand out by making it
appear as if it is almost
jumping off the page.
GIFs are an important feature
of trending conversations on
Twitter and brands insert their
profile into these conversations
if they can use GIFs well. See
this example from GoPro and
this example from American
pancake restaurant IHOP, who
took part in the buzz around
#GIFparty as well as this from
the NT News in response to
#CensusFail
Link: https://twitter.com/TheNTNews/status/763133836871905281

16. Where to
start
Use GIFS to
• tell a story
• animate data
• show personality
• explain a process
• show off a product
• thank someone publicly
• play an ad (and it’s free)
• create a tiny presentation
• offer a sneak peek or preview
• highlight your company culture

17. Infographics
Present numerical data
and increase engagement
Numerical data is
best presented in
an infographic.
Several free, easy to use
online tools are available
to create infographics:
• Pikochart
• Info.gram
• Easel.ly
• Visme

18. Go beyond broadcasting
on social media
Engage with your specific audience
on social mediasupport, intelligence

19. Engage
Join conversations, don’t just start
your own. Look at what is happening
in the world and be a part of the
conversation about it on social media.
Watch trending hashtags and think
about if and how your brand is
relevant or simply showcase your
brand’s humour and culture to an
audience of millions.

20. • For example, Antarctic Ocean Alliance
made the most of #Rio2016 with this
post showing orcas bobbing in and out
of the water, comparing them to syn-
chronised swimming.
• Greenpeace Brazil responded when the
internet went crazy over #Pokemon-
Go with several tweets using Pokemon
Go characters to illustrate the need to
protect endangered animals in the Am-
azon
• Amazon.com capitalised on #Pokemon-
Go to sell battery packs
Link: https://www.facebook.com/AntarcticOceanAlliance/
posts/1192226690834583

21. Engage
Make your audience part of the story by
reposting their content. This adds variety to
your feed, puts your audience in the spotlight
and improves trust.
• Around one-third of the photos posted on the @Starbucks
Instagram account are “regrams”. This showcases Star-
bucks global reach and motivates customers to upload
shots of their orders to Instagram, in the hopes they’ll be
shared.
• Regramming is especially effective for small organisations
who are likely to have repeated interactions with a small-
er follower base.

22. Run competitions (with good prizes)
• MySwitzerland.com asked people to post their favour-
ite shots of Switzerland to Instagram with the hashtag
#LoveSwitzerlandContest. The winner received a 10-day
National Geographic Expedition to Switzerland.
• The competition generated 9,400 posts. 70% of the
visitors to the contest hub page clicked the CTA for
more trip ideas.
Online surveys
• Find out more about your audience by asking them

23. ✚✚ Stay on top of updates in social
media and be early adopters
e.g. Instagram stories, Snapchat
memories
✚✚ Think creatively, be brave, take risks
and learn from your mistakes
✚✚ Experiment: if you fail, the web has
a short memory

24. Gaming - no longer just for geeks

25. Gaming
Gamification of
communications
Deloitte estimates
about 1.75 billion
smartphones and
tablets will be used to
play games frequently
as of end-2016, out of a
total base of 2.7 billion
smartphones and 750
million tablets.

26. The interaction of gaming and marketing/
communications has at least two forms:
• Partnership between big brands and big games:
e.g. MacDonald’s big win with Pokemon Go – there are
now 3000 MacDonald’s restaurants within the most
popular mobile game ever.
The CEO of Pokemon Go is looking to move to a spon-
sorship model and this is likely to be mimicked by other
major players in the game.
• The gamification of marketing
Think of loyalty programs as a very basic kind of gami-
fication and consider the possibilities to improve o this
when paired with technology.

27. Case Study
Gamification of
marketing
Coca Cola Chok Chok, Hong Kong
• Chok is a slang word in Cantonese meaning rapid
motion.
• Coca cola built an app that worked interactively
with a television commercial. Users shook their
phone at the screen while the commercial was
playing in order to catch coke bottle caps for
prizes. The commercial was also played in cine-
mas and on outdoor screens.
• The app reached the top of the local app down-
loads for iOS in a single day, reached 380,000
downloads in one month, and the television com-
mercial received over 9 million total views.
• Video: https://www.youtube.com/watch?v=pED-
sERv-rFA

28. Magnum Pleasure Hunt
• A campaign for the launch of their new icecream
bar, Magnum Temptation.
• Magnum created a online platform game in
the style of Super Mario in which an avatar ran
through pages of the internet collecting bonbons.
Magnum teamed up with several major brands to
create interactivity with their sites. The bonbons
could be redeemed for a virtual temptation ice-
cream bar at the main Magnum website.
• Social media integration allowed players to chal-
lenge friends and share their results in the game.
• The game was the most tweeted URL on the day
of its launched. 7 million players spent an aver-
age of five minutes each on the game
• Video: https://www.youtube.com/
watch?v=LD4uiqejOLg
Case
Study

29. The future of digital

30. Augmented
Reality
Digital communications
in real life.
The success of Pokemon Go has proved that
people are ready for Augmented Reality. AR
offers a new way to engage with an audience
within their own frame of reference
• Norwegian People’s Aid used augmented reality to create a
virtual minefield inside a shopping centre to illustrate the
dangerous threat of stepping on a landmine at any time.
• Museum of London created the ‘StreetMuseum’ app using
their extensive photo, painting and illustration collections.
The app would identify a user’s location and overlay images
so they could see what the place used to look like.
• They were aiming for 5000 downloads, they exceeded
125,000 downloads. Visitors to the museum tripled.

31. Virtual
Reality
More specialised and
more expensive than AR
but an offers intensive
form of engagement if
done well VR technology offers fully immersive
experience that transports a viewer to
another reality. While it is still realitively
niche, it is a powerful way to tell a story

32. • The New York Times distributed more than 1 million
Google Cardboard viewers to home delivery subscrib-
ers in 2015.
• Over 600,000 downloaded the accompanying app
making it the company’s most successful app launch
• They appointed a VR editor, Jenna Pirog, who oversees
the NYTVR team which produces films that are de-
signed not as one-offs but evergreen content to drive
engagement.
• Projects include a virtual tour of the surface of Pluto,
VR coverage of the Rio Olympics, a VR experience of
the fighting in Falluja and the pilgrimage to Mecca
• They have also experimented with a series of medita-
tive “single cut” calming nature scenes.
Case
Study

33. Customer
Intelligence
Digital technologies and
communications will continue to
improve our audience insight
• The more you know about your customer or clients, the
better you can communicate with them and service
their needs
• Improvements in communications technology, data
storage, connectivity and analytics will continue to de-
velop the relationship between an organisation and its
audience