My presentation at the Dubai Lynx 2017 tackling the key elements to consider for developing creative content for social media use

1. Creative at Social Speed

2. 5 Elements to Consider
Frequency | Attention | Relevance | Recency | Entertainment

3. Frequency

4. The lifespan of content has
decreased significantly

5. Brands need much more
content to stay relevant
30m songs13k titles 550b photos 130t web pages

6. Agencies need to turn
around much more content
3 x 52 x 3 = 468
Total: 2,262 deliverables (234 originals)
posts/week weeks platforms Posts/year
(20+3)x(52/2)x3=1,794GDN Sizes Social Networks Every 2 weeks Ads/yearVersions

7. Agency content is too
expensive to be short-lived

8. DIY

9. Example: Oreo 100 years

10. Example: QNB Ramadan
+42% Engagement Rate

11. Attention

12. How many notifications do
you have right now?

13. Brands need to grab
attention within 2 seconds

14. Agencies need to make
viewers cross the chasm

15. Conventional story telling
structure
Exposition
Rising Action
Climax
Resolution
Falling Action

16. Google Best Practices

17. Watch Geico video
example on next slide

18. Relevance

19. People drift
towards what
they consider
relevant and
familiar

20. Brands need to
show people
relevant
propositions

21. Agencies need to adapt
messages to audience
If they are frequent travelersLevel of education (or school attended)Relationship statusWorkplaceInterests (music, brands, food, etc)If they just got a promotionIf they are expats from a specific countryIf they are console gamersWhat mobile, or connection they’re usingIf they are technology early adoptersIf they are frequent travelersWhen they came back from their last trip

22. Briefs need to go to
media before advertising

23. Cambridge Analytica helped
Trump win the elections
Watch video on next slide

24. Same ad targeting different
mobile operating systems

25. Recency

26. Trending topics
are social currency

27. Brands should use
trends as free media

28. Agencies have
3 days to create
content related
to current events

29. The agency process does
not allow for quick content
Client
Brief
Client
Services
Planning
Brief
Traffic Creative Studio Production

30. What if designers get
direct briefs from analysts

31. 3 examples we really like:

32. The ultimate example:

33. Entertainment

34. People look
to social
media for
entertainment

35. Brands can generate social
interest via entertainment

36. Agencies need to create
a comedic tone

37. Brands are too eager to
sell on social media

38. Intermittently introduce
entertaining content

39. Watch KFC video
example on next slide

40. Watch Virgin Mobile video
example on next slide

41. The End