The document discusses how social media can change the world and encourages people to participate in Global Bike to Work Day on May 10th. It outlines five creative principles for using digital media: show don't tell through story-doing, connect with people emotionally, own an experience rather than just a product, understand that context is important over broadcast, and think big with heroic ideas at the center. The principles are meant to guide digital media work.
HOW MANY BELIEVE IT CAN CHANGE THE WORLD
HAPPENING NOW AND IMP TO FUTURE
CHANGE YOUR BRAND
AR AT GT – HYUNDAI, GF, ALLIANZ AND DISNEY
TODAY = 30 MINS WHY IMP AND 5 PRINCIPLES
MAP – STRAVA LABS
LOVE A STAT
LOTS OF DATA – INFOGRAPHIC
COMMUTER – 90% - UPLOAD AS COMMUTE ?
SIGNIFICANCE OF TODAY ?
GLOBAL RIDE TO WORK DAY
NOT JUST BRAND BIGGER AMBITIONS
2015 = 168M / 5.3 / 136 BN DATA POINTS & 50% = COMMUTES
STRAVA METRO – 70 ORGANISATIONS
UNIQUE PERSEPCTIVE
130K+
SAFER ROADS / LESS POLLLUTION / EFFICIENT / HEALTHIER
BRANDS WAKING UP
HYUNDAI
7 FIGURE SUM
3-4 DEALERSHIP NOW LESS THEN 2
POWER OF RECOMMENDATION, REVIEWS, INFLUENCERS = SOCIAL
LIKE BIKE MARKET
LITTLE DATA SO GWI
TV, SEARCH, WEBSITES IMP –
REVIEWS, RECOMMENDATIONS AND SOCIAL NETWORKS
SOCIAL USAGE
18% - 16-44 YEARS, MANAGERIAL
HOW TAKE ADVANTAGE ?
FIRST RULE OF SOCIAL MEDIA CLUB
BE CONSIDERED
5 TRIED AND TESTED
TRAP OF RATIONALISING
SPEAK TO THE REPTILE / FAST BRAND
DOESN’T THINK JUST REACTS
EMOTIVE WORK – SIMPLE HUMAN TRUTH
HEARTS AND MINDS
THIS GIRL CAN
OBESITY BIGGER THEN SMOKING - £50BN BY 2050
2M FEWER 14-40YR YET 75% WANT MORE ACTIVE
CHALLENGE CULTURAL ASSUMPTIONS
REAL PEOPLE
DIGITAL AND SOCIAL AT HEART – STILLS – PHOTOS
150K 16+ WOMEN APRIL-SEPT
THIS GIRL CAN
OBESITY BIGGER THEN SMOKING - £50BN BY 2050
2M FEWER 14-40YR YET 75% WANT MORE ACTIVE
CHALLENGE CULTURAL ASSUMPTIONS
REAL PEOPLE
DIGITAL AND SOCIAL AT HEART – STILLS – PHOTOS
150K 16+ WOMEN APRIL-SEPT
STAND FOR SOMETHING FALL FOR ANYTHING
GO BEYOND – OWN SOMETHING
BIG OR SMALL – PRODUCT TO EXPERIENCE
ADDIDAS BALL SINCE 1970
SPEAK FOR ITSELF – FAMOUS BY ASSOCIATION
2 YEARS – VOTE TO 2.5M – BIGGER THAN OTHER SOCIAL
#BALLIN
PHARELL, ZIDANE, BECKHAM, BIEBER
14M BRAZUCAS, 2BN EUROS
TELL FUNNY TELL JOKE
LIVE YOUR BRAND MANIFESTO
ACT ON WHAT BELIEVE MAKE GREAT CONTENT
GO PRO
DON’T DECIDE ON COMMS OBJ AND INVENT STORIES
#RULEYOURSELF
MISTY COPELAND, STEPHEN CURRY, PHELPS
“ITS WHAT YOU DO IN THE DARK”
FOMO – JOMO
70/30 TO 50/50
SOCIAL WENT DARK
36K MENTIONS OF # MORE THEN 1.4M ENGAGEMENTS
#RULEYOURSELF
MISTY COPELAND, STEPHEN CURRY, PHELPS
“ITS WHAT YOU DO IN THE DARK”
FOMO – JOMO
70/30 TO 50/50
SOCIAL WENT DARK
36K MENTIONS OF # MORE THEN 1.4M ENGAGEMENTS
#RULEYOURSELF
MISTY COPELAND, STEPHEN CURRY, PHELPS
“ITS WHAT YOU DO IN THE DARK”
FOMO – JOMO
70/30 TO 50/50
SOCIAL WENT DARK
36K MENTIONS OF # MORE THEN 1.4M ENGAGEMENTS
DON’T RESTRICT THINKING
BIG WATERED DOWN BETTER THAN TOO PRGAMATIC
WITHOUT BIG THINKING NO IMPACT
SENT OUT TO DIE
EXPECTED SMALL ACTIVATION – MATCH DAY
INTERNATIONAL STARS
WORLD CUP - COMPETITORS
LEWIS / NEUER / MCGINLEY
THOUSANDS
EXPECTED SMALL ACTIVATION – MATCH DAY
INTERNATIONAL STARS
WORLD CUP - COMPETITORS
LEWIS / NEUER / MCGINLEY
THOUSANDS
KING / QUEEN
DIGITAL COMMS MATURITY
CREATE FOR THE MEDIUM
TV AD FOR YT / PRESS AD FOR FB
‘GIVE GIVE GIVE TAKE’ – GIVE US THE RIGHT
REDDIT MISTAKE
EA NFL MADDEN
GROW ASSOC WITH NFL
FULE THE PRIDE AND PASSION
TRASH TALK AND SMARTPHONE
VISUALS AND HEADLINES TO TAUNT
WEB DISPLAY ADS
EA NFL MADDEN
GROW ASSOC WITH NFL
FULE THE PRIDE AND PASSION
TRASH TALK AND SMARTPHONE
VISUALS AND HEADLINES TO TAUNT
WEB DISPLAY ADS
EMOTION – INTRIGUING, INTERESTING MEMORABLE - EMOTIVE
OWN SOMETHING – OWN THE COMMUTE
SHOW DON’T TELL – DON’T TELL JUST DO – PERFECT EXAMPLE
THINK BIG – SAVING THE PLANET !
CONTEXT IS QUEEN - #COMMUTESCOUNT
RIGHT PLANNING & EXECUTION – RIGHT AGENCY – HEARTS & MINDS
CHANGE THE WORLD !
SO THANKYOU FOR YOUR TIME TODAY
I TRUST YOU HAVE FOUND THIS PRESENTATION BOTH INTERESTING AND MORE IMPORTANTLY USEFUL
DOES ANYONE HAVE ANY QUESTIONS ?