Презентация с выступления на Кухне BBDO

3. ?
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Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
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Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
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Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
?
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
© 2014 Ilya Petrov
© 2014 Proximity
?
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
?
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
Critical Update
?
© 2014 Ilya Petrov
© 2014 Proximity
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity
?
Critical Update
© 2014 Ilya Petrov
© 2014 Proximity

5. ?
Ok
How to make
it happen?

6. ?
Ok
How to make
it happen?
?
Ok
How to make
it work?

7. ?
Cancel
Compiling new kernel…

8. ?
Cancel
Compiling new kernel…

9. ?
Strategy
The practice of figuring out the best way
to get from here to there
Mike Arauz / Undercurrent

10. ?
Strategy
The practice of figuring out the best way
to get from here to there
Mike Arauz / Undercurrent ?
Why?

12. ?
Sales

13. ?
Sales
?
Equity

14. ?
Sales
?
Equity
?
Image

15. ?
Sales
?
Equity
?
Image
?
Loyalty

16. ?
Sales
?
Equity
?
Image
?
Loyalty
?
Trial

17. ?
Sales
?
Equity
?
Image
?
Loyalty
?
Trial
?
Launch

18. ?
Sales
?
Equity
?
Image
?
Loyalty
?
Trial
?
Launch
?

19. ?
How?

20. ?
?
How?

21. ?
?
How?
?
Where is the money?

22. ?
?
How?
?
Where is the money?
?

23. ?
Audience
How?

24. ?
Companies
People
Companies

25. ?
Companies
People
Companies
?
Wisdom of Nothing
Nothing changes if nothing changes
The Samaritan

26. ?
Wisdom of Nothing
Nothing changes if nothing changes
The Samaritan
?
Companies
People
Companies

27. ?
Wisdom of Nothing
Nothing changes if nothing changes
The Samaritan
?
Companies
People
Companies
New
New

28. ?
Audience
Shift in behaviour
How?

29. ?
Human Behaviour

30. ?

31. ?
Force
Х

32. ?
Force
Х
Force

33. ?
Force
Х
Force

34. ?
Force
Х
Force

35. ?
Audience
Shift in behaviour
Shift in perception
How?

36. ?
A
Б

37. ?
1.
How the audience
behave today?
A
Б

38. ?
1.
How the audience
behave today?
2.
What state of mind
defines this?
A
Б

39. ?
1.
How the audience
behave today?
2.
What state of mind
defines this?
3.
How we want
them to behave?
A
Б

40. ?
1.
How the audience
behave today?
2.
What state of mind
defines this?
3.
How we want
them to behave?
4.
What state of mind
will lead to this?
A
Б

41. ?
1.
How the audience
behave today?
2.
What state of mind
defines this?
3.
How we want
them to behave?
4.
What state of mind
will lead to this?
A
?
Б

42. ?
Audience
Shift in behaviour
Shift in perception
Experience

43. ?
Audience
Shift in behaviour
Shift in perception
Experience
?
Every peace of advertising
have to be connected
with the client’s profit

44. ?
Cancel
Copying system files…

45. ?
Cancel
Copying system files…

46. ?
Rewrite
purchase funnel
with
consumer decision journey
Rewrite Cancel

47. ?
Rewrite
purchase funnel
with
consumer decision journey
Rewrite Cancel

48. ?

49. ?
?

50. ?

51. ?
Need
Purchase

52. ?
Need
Solution
choice
Purchase

53. ?
Product Brand
Reputation Love

54. ? ?
Product Brand
Reputation Love

55. ? ?
Product Brand
Reputation Love
?

56. ?
Need
Solution
choice
Purchase

57. ?
more needs
Need
more people
feel more often
Solution
choice
consider us
and choose us
Purchase
spending more

58. ?
more needs
Need
more people
feel more often
Solution
choice
consider us
and choose us
Purchase
spending more
new category
driving category
cons. frequency
awar.+consideration
preference+loyalty
cross-sales

59. ?

60. ?

61. ?
Rewrite Cancel
Rewrite
message
with
experience

62. ?
Rewrite Cancel
Rewrite
message
with
experience

63. ?
Ideas
Event Story World

64. ?
Story
Flow with tension
?

65. ?
Story
Flow with tension
?

66. ?
Event
Here and now
?

67. ?
Event
Here and now
?

68. ?
Story
Flow with tension
?

69. ?
Story
Flow with tension
?

70. ?
World
Constants and rules
?

71. ?
World
Constants and rules
?

72. ?
Involvement
Spectator Shadow Hero Creator

73. ?
?
Spectator
Watch

74. ?
?
Spectator
Watch

75. ?
Shadow
Watch yourself
?

76. ?
Shadow
Watch yourself
?

77. ?
Hero
Influence on events
?

78. ?
Hero
Influence on events
?

79. ?
Creator
Define everything
?

80. ?
Creator
Define everything
?

81. ?
Rewrite Cancel
Rewrite
what to tell
with
what to do

82. ?
Rewrite Cancel
Rewrite
what to tell
with
what to do

83. ?
Rewrite Cancel
Rewrite
fake
with
real

84. ?
Rewrite Cancel
Rewrite
fake
with
real

85. ?
?
How many downloads?

86. ?
?
How many downloads?

87. ?
?
How many downloads?
How many users?

88. ?
Rewrite Cancel
Rewrite
paid media
with
earned media

89. ?
Rewrite Cancel
Rewrite
paid media
with
earned media

90. ?
?
How many views?

91. ?
?
How many views?

92. ?
?
How many views?
40 000

93. ?
How many views?
?

94. ?
How many views?
?

95. ?
How many views?
700 000
?

96. ?
S.T.E.P.P.S
Social Currency
Triggers
Emotions
Public
Practical Value
Stories

97. ?
Rewrite Cancel
Rewrite
one-time
with
long-term

98. ?
Rewrite Cancel
Rewrite
one-time
with
long-term

99. ?
Power of Digital
1. From logical link to… hm… link
2. From broadcasting to relationship

100. ?
Rewrite Cancel
Rewrite
marketing
with
growth hacking

101. ?
Rewrite Cancel
Rewrite
marketing
with
growth hacking

102. ?
1 000 000

103. ?
1 000 000
1 000 000 banner views

104. ?
1 000 000
1 000 000 banner views
1 500 banner clicks

105. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits

106. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered

107. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
135 emails send

108. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
135 emails send
125 emails delivered

109. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
135 emails send
125 emails delivered
30 emails opened

110. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
135 emails send
125 emails delivered
30 emails opened
1 click to the link

111. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
135 emails send
125 emails delivered
30 emails opened
1 click to the link
1

112. ?
1 000 000
1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
135 emails send
125 emails delivered
30 emails opened
1 click to the link
1

113. ?
?

114. ?
?
x

115. ?
?
2x
x

116. ?
5x
?
2x
x

117. ?
?

118. ?
?
Register now x

119. ?
?
Register now x
Get access 1,5x

120. ?
?
Register now x
Get access 1,5x
Try for free 2,5x

121. ?
?

122. ?
?
?
?

123. ?
?
?
?
?
2,8M emails
$60M funds

124. ?
Principles
1. Split path to the goal into intervals.
2. Get max conversion on every interval.
3. Stop in time (Pareto principle).
4. If it doesn’t help to grow, don’t do it.

125. ?
Rewrite Cancel
Rewrite
+digital
with
digital OS

126. ?
Rewrite Cancel
Rewrite
+digital
with
digital OS

127. ?
Site Street

128. ?
Site Street
?

129. ?

130. ?

131. ?
The installation was successful.
Digital OS was installed.

132. ?
The installation was successful.
Digital OS was installed.

133. It’s now safe to turn off
your computer.

134. It’s now safe to turn off
your computer.