MTM Insights Conference 2016, London
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Transcript of MTM Insights Conference 2016, London
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Everything has Changed Nothing has Changed
8 March 2016 - LONDON Communicating in a digital world
INSIGHTS CONFERENCE
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① 1Mobile1–1centre1of1markeCng11Smaller1screens1D1more1personalised1relaConships11
② 1Transparency1–1creaCng1genuine1relaConships11Do1what1you1say1you1do1and1you1will1be1rewarded1
③ 1DisrupCve1content1–1both1userDgenerated1and1visual11Quality1content1will1ALWAYS1be1King1
④ 1CollaboraCon1–1working1in1partnership11For1mutual1benefit1
1 Everything1has1changed…1
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• ReinvenCng1the1Wheel1• Social1Success1–1Social1Failure1• Virtual1Take1Off1• AZracCng1Your1Digital1Audience1• Stealing1Thunder1
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“Half of all 18-24 year olds check their phones with 5 minutes of waking up; on average smartphone users check their phones 150 times a day – Ofcom Survey 2015."
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Reinventing the Wheel
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“We are defined by having a highly interactive, open way of working – fast moving, fast-working, collaborative culture”
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“We're%reinven)ng%the%field%of%public%rela)ons%with%ROI<based%
methodology,%data<driven%analy)cs,%and%story<based%campaigns.”1
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“Be%an%expert%in%what%you%are%doing%–%it’s%
not%just%data%it’s%risk%that%will%land%you%
ahead%of%the%game%and%bring%success.”%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Sebas)an%Wiernicke%
%
% % % % % % % % % % % %!
1 Risk averse
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Social Success Social Failure
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Agency Social Advertising Effectiveness
Emarketer.com October 2015
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February 2016
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January 2016
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Using Social for Customer Service
Image courtesy of shopify.com
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The Alternatives
• Messenger (8M) • Whatsapp • WeChat • Viber • Line • Snapchat • KakaoTalk • Kik • Telegram • Skype
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Transparency of Twitter
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Twitter closer to allowing longer tweets of up to 10,000 characters
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“2015 was a great year for Facebook; our community continued to grow and our business is thriving."
Mark Zuckerberg
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Facebook acquisitions
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Only app we’ve seen with higher engagement than Facebook – Mark Zuckerberg
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%
%
“Global%ad%revenue%to%hit%$600m%as%user%base%
reaches%400m.”%%
%
“Expected%to%enjoy%higher%net%mobile%display%ad%
revenues%than%both%Google%and%TwiQer%by%2017.”%
% % % % % % % % % % % %%%%
! ! ! ! ! ! ! ! ! ! ! ! ! !The!Drum!! ! ! ! ! ! ! ! ! !!!! ! !!!September!2015!
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Inspired by Friendster 125 million users
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Virtual Take Off becomes a Reality
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“Social Hubs of the future” #MWC2016
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The Great VR Race
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Mobile World Congress: "the next platform”
Photographer:1Pau1Barrena/Bloomberg1
21-25 February 2016
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Augmented Reality
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Attracting your digital audience
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Emotional connection
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Emotion to conversion
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January 2016
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Stealing Thunder
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TOP FIVE FROM 2060 POLLED • Sainsbury’s – Framestore • Aldi – McCann Manchester • Coca Cola – 20 Year Revival • John Lewis – adamandeveDDB £7 million • Cadbury’s – £10 million
STUDENT PARODY – £700 and 7 hours
Emotional connection
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1 22.8K FOLLOWERS
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…to%be%able%to%do%something%this%reac)ve%
was%a%fantas)c%challenge%and%one%we%had%
a%lot%of%fun%doing.%
%
% % % % % % % % % % % %Chloe!
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131popular1YouTubers1across1the1world1with1combined171million1subscribers1
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#ReadOnGetOn
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#thisgirlcan
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#likeagirl
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#BeYouBeHealthy
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In conclusion
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Delivery within 30 minutes of order being placed
Amazon Prime Air
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Secret of Success Things go wrong when data begins to drive decisions – it’s just a tool
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① 1Audiences1are1sCll1in1control1–1they1decide1how1and11when1they1want1you1to1communicate1with1them111
② 11Relevant1–1they1want1the1news1that1interests1them1
③ 1Entertained1–1adverCsing1has1always1been1about1entertainment1through1personaliCes1or1story1telling1
④ 1Journalists1are1sCll1searching1for1the1best1stories1and1images1in1the1race1to1break1news1
1 …nothing1has1changed1
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Thank you Please feel free to ask any questions