Digital Media and Branding
Presentation for OmegaWorldClass "Re-Branding and Brand Rejuvenation Summit"
July 5, 2012, Bangkok Thailand.
1. Changes
are underway that will radically change the branding landscape. Some go almost unnoticed: the web is now worldwide; the web-user as no longer a male teenage nerd; media will never be the same. Look especially at:
a) Screens: branding needs to take full advantage of screens, not simply recycle tired content prepared for a world of paper.
b) Streams: media are 24x7 flows. This complicates branding & vastly increases the possibility of miscues.
c) Sharing: as streams become torrents, users cope by sharing. Recommendations of friends become crucial for news and for brands.
2. Don't be scared of conversation. It can be scary! And the marketer is certainly not in charge. But if you aren't in the conversation, you won't get the social edge.
3. Pick brands over technology. Some technically excellent digimarketing seems to have forgotten the brand.
However, a quick look back millions of years reminds us Tectonic shifts alter forever the world as we know it. Tectonic shifts: constant, irreversible, and lead to large-scale change What is happening in digital marketing today is the same Digital is not about hype or buzz words Rather, it’s about a variety of ongoing shifts – many of which have been happening for some time now
Change in WHERE the web’s being used
Change in WHERE the web’s being used
Thailand’s at number 16, by now we’re just over 15m FB users. A long way from Jan 2010 when we stood at 1.6M and were the 2 nd fastest growing FB country (right behind Poland!)
Thailand’s at number 16, by now we’re just over 15m FB users. A long way from Jan 2010 when we stood at 1.6M and were the 2 nd fastest growing FB country (right behind Poland!)
Thailand’s at number 16, by now we’re just over 15m FB users. A long way from Jan 2010 when we stood at 1.6M and were the 2 nd fastest growing FB country (right behind Poland!)
And by whom
And by whom
The body of evidence amassed by Intel researcher Genevieve Bell
Changes that go beyond where, and by whom, to change entire systems
Changes that go beyond where, and by whom, to change entire systems
And this is just the beginning
I want to look at 3 major changes beyond where and who, that are going to restructure most of what we do (I think). Screens.
Streams
And Sharing
Start with Screens
Digital IS screens…I can’t think of a digital device that doesn’t have a screen…let me know if you can…
And screens ARE replacing paper. I don’t mean to be ageist…more than half of all americans 65 and over now use internet and email, over 70% of them on a daily basishttp://www.abc15.com/dpp/news/national/more-than-half-of-americans-age-65-or-older-now-use-internet-and-e-mail What I mean is that although many of use have an almost romantic involvement with books & print…if you ain’t seen it, you won’t miss it. Kind of like horse drawn carriages. Will future generations pay through the nose to read a book, & be photographed doing it in Central Park or Lampang? Yes, of course.
And screens ARE replacing paper. I don’t mean to be ageist…more than half of all americans 65 and over now use internet and email, over 70% of them on a daily basishttp://www.abc15.com/dpp/news/national/more-than-half-of-americans-age-65-or-older-now-use-internet-and-e-mail What I mean is that although many of use have an almost romantic involvement with books & print…if you ain’t seen it, you won’t miss it. Kind of like horse drawn carriages. Will future generations pay through the nose to read a book, & be photographed doing it in Central Park or Lampang? Yes, of course.
First thing about screens is that can do neat stuff…which we are just starting to fathom.
I always read this when I get the urge to make a forecast…written just 15 years ago!
I guess Sir Simon must cringe every time he sees this…although I couldn’t find any comments from him. Especially cringe-worthy when this got quoted in a book last year (The Spoiler by Annalena McAfee) http://m.theglobeandmail.com/arts/books-and-media/spare-the-media-but-dear-youd-spoil-the-sendups/article4242809/?service=mobile
But look at least he has a wikipedia page…and I don’t…not to mention a knighthood…and having edited The Times
After 244 years
After 244 years
Well Sir Simon, books are in decline…although I suspect what you meant by books (the content not the format) are not! And that’s a lesson of digital. People pretty well do what they always did…they chat, they write, they share…but they do in digital media…which sometimes puts it on steroids.
http://www.adrants.com/2012/05/ipad-gyroscope-technology-used-in.php Olive Mobile would like us all to know just how amazing their Infiniti JX tablet ad is. Using the gyroscope technology inside the iPad, they crafted a 360 degree interior experience of the vehicle without need for an app download they claim is a world first. It certainly might be an awesome experience but viewing the ad might also make you look like some gamer idiot trying to up his points while walking down the sidewalk.
Digital IS screens…I can’t think of a digital device that doesn’t have a screen…let me know if you can…
5% get news on all three
WEDNESDAY, MAY 02, 2012 Prometheus Twitter TV Ad in Homeland Sunday night saw a UK TV first, created by some colleagues in the UK for our client Fox to promote the film Prometheus. When the first break came in Homeland, the Channel 4 announcer introduced a showing of the new trailer for Prometheus, and asked people to tweet reactions using the hashtag #areyouseeingthis Then Homeland started again, for a comparatively long segment. When the second ad break came, the first ad was tweeted reactions to the trailer shown 20 minutes earlier, taken from people using the hashtag. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”“ http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/ C4 scores with its #areyouseeingthis live Twitter ad for Prometheus by @gordonmacmillan, posted on 3 May, 2012 at 9:46 am, filed under Uncategorized and tagged #areyouseeingthis, Channel 4, Charlize Theron, Michael Fassbender, Noomi Rapace, Prometheus, Ridley Scott, Twitter, Vizeum. Bookmark the permalink. Follow any comments here with the RSS feed for this post. 12 Share If you were watching post 9/11 drama Homeland on Channel 4 on Sunday night you might also have been glued to the new trailer for Ridley Scott’s hotly anticipated film ‘Prometheus’, which aired during the show’s first ad break. It wasn’t any ordinary ad. It was part of live experiment as Channel 4 invited viewers to share their thoughts about the teaser on Twitter, under the #areyouseeingthis hashtag, and then featured a selection of live tweets in the following ad break. The results were impressive with thousands sharing their thoughts.The ad was a worldwide first and marked the first time a broadcaster had created a tailored TV spot, which featured live tweets that were sent only minutes before. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.” It was a great use of social media and it again highlights how TV can harness the power of Twitter bringing the two screens together to create significant online buzz. Jonathan Allan, Channel 4 sales director, said: “We are delighted to have created a bespoke partnership with 20th Century Fox and Vizeum to launch the worldwide exclusive trailer of Prometheus. Channel 4’s ambition for genuine innovation and integration, plus our in-house technical expertise, meant we were perfectly placed to offer this media first. The response to activity from our viewers was fantastic and proved that genuine engagement can be achieved through a powerful combination of TV and social thinking.” The deal was brokered by Channel 4 partnerships account manager Amy Jenkins and Eray Galip from 20th Century Fox’s media agency Vizeum. Prometheus is due to be released on June 1st and stars Michael Fassbender, Noomi Rapace and Charlize Theron. It tells the story of a team of explorers who discover a clue to the origins of mankind on Earth. It leads them to the stars and into a terrifying battle to save the future of the human race. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”"
WEDNESDAY, MAY 02, 2012 Prometheus Twitter TV Ad in Homeland Sunday night saw a UK TV first, created by some colleagues in the UK for our client Fox to promote the film Prometheus. When the first break came in Homeland, the Channel 4 announcer introduced a showing of the new trailer for Prometheus, and asked people to tweet reactions using the hashtag #areyouseeingthis Then Homeland started again, for a comparatively long segment. When the second ad break came, the first ad was tweeted reactions to the trailer shown 20 minutes earlier, taken from people using the hashtag. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”“ http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/ C4 scores with its #areyouseeingthis live Twitter ad for Prometheus by @gordonmacmillan, posted on 3 May, 2012 at 9:46 am, filed under Uncategorized and tagged #areyouseeingthis, Channel 4, Charlize Theron, Michael Fassbender, Noomi Rapace, Prometheus, Ridley Scott, Twitter, Vizeum. Bookmark the permalink. Follow any comments here with the RSS feed for this post. 12 Share If you were watching post 9/11 drama Homeland on Channel 4 on Sunday night you might also have been glued to the new trailer for Ridley Scott’s hotly anticipated film ‘Prometheus’, which aired during the show’s first ad break. It wasn’t any ordinary ad. It was part of live experiment as Channel 4 invited viewers to share their thoughts about the teaser on Twitter, under the #areyouseeingthis hashtag, and then featured a selection of live tweets in the following ad break. The results were impressive with thousands sharing their thoughts.The ad was a worldwide first and marked the first time a broadcaster had created a tailored TV spot, which featured live tweets that were sent only minutes before. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.” It was a great use of social media and it again highlights how TV can harness the power of Twitter bringing the two screens together to create significant online buzz. Jonathan Allan, Channel 4 sales director, said: “We are delighted to have created a bespoke partnership with 20th Century Fox and Vizeum to launch the worldwide exclusive trailer of Prometheus. Channel 4’s ambition for genuine innovation and integration, plus our in-house technical expertise, meant we were perfectly placed to offer this media first. The response to activity from our viewers was fantastic and proved that genuine engagement can be achieved through a powerful combination of TV and social thinking.” The deal was brokered by Channel 4 partnerships account manager Amy Jenkins and Eray Galip from 20th Century Fox’s media agency Vizeum. Prometheus is due to be released on June 1st and stars Michael Fassbender, Noomi Rapace and Charlize Theron. It tells the story of a team of explorers who discover a clue to the origins of mankind on Earth. It leads them to the stars and into a terrifying battle to save the future of the human race. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”"
Heineken recognized that many people access their mobiles while watching TV and developed a real-time game around the Champions League. StarPlayer is a mobile game that was developed to allow fans to interact in realtime, as the game reacted to what was happening in the actual game. Users could only unlock a game about 10 minutes before the actual UEFA game started and then had to answer a series of questions based on the realtime game play. The questions were predictive, asking fans about action in the game such as corner kicks or whether an attempted goal was going to go in. It was certainly a risky strategy, as you faced the possibility of the mobile game going down during the actual game, but this paid off for Heineken. The Starplayer game was also playable through their Facebook Page – check it out below:
Lean-back 2.0: Andrew Rashbass, CEO, The Economist Group keynote presentation
Ms. Buckingham recalled conducting a focus group where one of her subjects, a college student, said, “If the news is that important, it will find me.”
In essence, they are replacing the professional filter — reading The Washington Post, clicking on CNN.com — with a social one.
Easiest way to view this is just to look at people who can go without FB for a long time: notice in this survey “long time” is less than daily. Only 40-50% of respondents can bear to be away from FB for a day. (which is about what FB itself says: over 400 m active users, 50% log in on any given day, http://www.facebook.com/#!/press/info.php?statistics)
Easiest way to view this is just to look at people who can go without FB for a long time: notice in this survey “long time” is less than daily. Only 40-50% of respondents can bear to be away from FB for a day. (which is about what FB itself says: over 400 m active users, 50% log in on any given day, http://www.facebook.com/#!/press/info.php?statistics)
He thought he was using his own Twitter account http://www.wxyz.com/dpp/news/region/oakland_county/man-fired-for-chrysler-f-word-tweet-will-run-social-media-for-ford-arts-beats-eats-festival
He thought he was using his own Twitter account http://www.wxyz.com/dpp/news/region/oakland_county/man-fired-for-chrysler-f-word-tweet-will-run-social-media-for-ford-arts-beats-eats-festival
He thought he was using his own Twitter account http://www.wxyz.com/dpp/news/region/oakland_county/man-fired-for-chrysler-f-word-tweet-will-run-social-media-for-ford-arts-beats-eats-festival
“ There are lots of times where I’ll read an interesting story online and send the U.R.L. to 10 friends,” said Lauren Wolfe, 25, the president of College Democrats of America. “I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story.” Sharing is not always deliberate…as we’ll see later (Target pregnant girl)…and certainly not always well thought out. (could add the Customer Reports “over-sharing” here)
Came across this quite by chance. I happened to be browsing a resource I used to visit a lot “A List Apart” which is about webdesign. This article caught my eye. The content resonated so much with me. The authors point out that so often when one is presenting most of the audience has their faces buried in devices. Not much eye contact these days. And it’s interesting to see how we react to this. Venues used to have a “Please turn off our mobile devices warnings” I remember speaking at a Microsoft Partners Conference where they actually gave a rationale: “mobile devices can interfere with today’s presentation technology even when on mute, so please switch off all mobile devices” And it’s true, when you hear that intermittent buzzing during a presentation, it’s usually because the speaker’s mobile is no mute but interfering with the radio mic. Most venues seem to have given the switch off mobiles battle. And as a speaker I’m used to a heads down audience, that may be tweeting what I’m saying…..or maybe researching lunch venues. However in another part of my life, I work a business school here in Bangkok (Sasin), where one of my roles is to sort act as intermediary between the many visiting faculty that we have, and the establishment. Our visiting faculty have typically excelled in executive teaching for quite a few years…and are some what set in their ways. One of the things that happens after many many years of speaking to a captive audience of students…is that one tends to prefer captive audiences. I guess that’s why brands find it scary too.
4. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source...basically offering evening use of commercial computing services
Came across this quite by chance. I happened to be browsing a resource I used to visit a lot “A List Apart” which is about webdesign. This article caught my eye. The content resonated so much with me. The authors point out that so often when one is presenting most of the audience has their faces buried in devices. Not much eye contact these days. And it’s interesting to see how we react to this. Venues used to have a “Please turn off our mobile devices warnings” I remember speaking at a Microsoft Partners Conference where they actually gave a rationale: “mobile devices can interfere with today’s presentation technology even when on mute, so please switch off all mobile devices” And it’s true, when you hear that intermittent buzzing during a presentation, it’s usually because the speaker’s mobile is no mute but interfering with the radio mic. Most venues seem to have given the switch off mobiles battle. And as a speaker I’m used to a heads down audience, that may be tweeting what I’m saying…..or maybe researching lunch venues. However in another part of my life, I work a business school here in Bangkok (Sasin), where one of my roles is to sort act as intermediary between the many visiting faculty that we have, and the establishment. Our visiting faculty have typically excelled in executive teaching for quite a few years…and are some what set in their ways. One of the things that happens after many many years of speaking to a captive audience of students…is that one tends to prefer captive audiences. I guess that’s why brands find it scary too.
He pointed to the light bulb as a clear demonstration of the concept of “the medium is the message”. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect; that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness. He describes the light bulb as a medium without any content. McLuhan states that &quot;a light bulb creates an environment by its mere presence.&quot;[5] Likewise, the message of a newscast about a heinous crime may be less the individual news story itself — the content — and more the change in public attitude towards crime that the newscast engenders by the fact that such crimes are in effect being brought into the home to watch over dinner.[3]Address : <http://en.wikipedia.org/wiki/The_medium_is_the_message#cite_note-4> “ The electric light is pure information. It is a medium without a message…unless it is used to spell out some verbal ad or name. This fact, characteristic of all media, means that the “content” of any medium is always another medium. The content of writing is speech, just as the written word is the content of print, and print is the content of the telegraph” the technologies through which we take in information - the media, broadly defined - become &quot;extensions&quot; of our bodies, exerting a profound influence over us. When an important new medium arrives, it can reshape who we are as individuals and as a society. * News * Technology Read me first McLuhan would blow hot and cool about today's internet * Nick Carr * o Nick Carr o guardian.co.uk, Thursday November 1 2007 23.53 GMT o The Guardian, Thursday November 1 2007 o Article history Marshall McLuhan is back. The 1960s icon's theories about &quot;electric media&quot; have new resonance now that the internet is becoming our all-purpose conduit for news, information and entertainment. McLuhan was an obscure Canadian academic until the mid-60s, when his best-selling book, Understanding Media, turned him into a pop-culture phenomenon. His playfully radical ideas perfectly reflected the spirit of the times, when the air was filled with revolutionary rhetoric and pot smoke. McLuhan's central thesis, encapsulated in the famous phrase &quot;the medium is the message&quot;, was that the technologies through which we take in information - the media, broadly defined - become &quot;extensions&quot; of our bodies, exerting a profound influence over us. When an important new medium arrives, it can reshape who we are as individuals and as a society. The electric media of television and computers, argued McLuhan, would liberate us from our dependence on the printed word. Print was what he called a &quot;hot&quot; medium, one that absorbed all of our attention and left little room for participation. The medium it had supplanted, the spoken word, was by contrast a &quot;cool&quot; medium that left plenty of space for participation. Reading, to put it simply, is a lonely pursuit, while speech is a social one. So when we became readers, rather than listeners, we sacrificed our shared, tribal consciousness and became locked into private consciousness. Electric media, being cool technologies that promote interaction, would bring back our lost tribal consciousness, McLuhan believed. But our tribes would no longer be small, isolated groups. Because the new media spanned the planet, we would become members of a &quot;global village&quot;. http://www.guardian.co.uk/technology/2007/nov/01/comment.internet
Every marketers’ worst nightmare. Disaffected employess. Juvenile humour. Will any one watch this disgusting garbage? YESSSS. At its peak, getting hundreds of thousands of views. Trending topic of Twitter. Within hours, someone on-line had identified the store… Management didn ’ t respond for about 36 hours (a lifetime on the web)….the were quoted as saying they hoped it would die down…famous last words
Then they came with the measured corporate response. Is it riveting? Is it authentic? You judge.
http://shankman.com/the-real-problem-with-the-motrin-ads/ hire someone form your target market…don’t believe the kids at your agency
Beyond the Wow http://www.youtube.com/watch?v=YWKbrCz0J60 Apology http://www.viddler.com/explore/dpzramon/videos/19/ 15k views
Thank OPie Disgusting people was April 2009 Dominos has had the same pizza recipe since they launched 50 years ago, and while it finished first in pizza delivery and value according to a 2009 Brand Keys survey of national restaurant chains, it also finished dead last in consumers' taste preference. With pizza deliveries down 6% compared to last year according to USA Today, Dominos knew it needed to make a change. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5426/How-Dominos-is-Using-Customer-Feedback-and-Social-Media-Outreach-to-Reinvent-Its-Brand.aspx#ixzz1Z9S5giZP
The pizza maker spent about $75 million on development and marketing of the new pizza, according to an estimate by Forbes magazine.
No FB response…page is listed as unofficial, little YouTube response July 8 offers compensation of 1200 cash and 1200 vouchers
One of several kids singing along
Toy Toyota…mobile app location based to keep kids amused…the kid navigates the same route as the actual car…with landmarks appearing as icons…which can be collected for points…which kid can spend on modding his car.
Virtual mini hunt…this version ran in Stockholm last year. Have to find, capture, and hold a virtual mini in your mobile. NB just like real world promotions, virtual promotions have to planned very carefully…the next is a straight copy of the Mini but for a running shoe New Balance. All around the opening of a new store in NYC.