ATSYD 13 Adrian farouk - LBi Australia
The document discusses strategies for brands to get their content shared online. It notes that the content that ranks best in search engines is content that people like and trust. It recommends that brands amplify relevant, fresh content to get better rankings than old content. The document also discusses the need to target individuals rather than platforms with engaging content that creates opportunities for further data collection. It provides an example of how Sony Mobile was able to increase brand perceptions and drive traffic to its site through a campaign on the Xperia Studio using engaging branded content. The key is moving beyond traditional advertising to community management and creating, curating, and instigating the spread of content.
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ATSYD 13 Adrian farouk - LBi Australia
- 2. SINGAPORE
- 13. IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.
- 17. What’s happening
- 23. Amplify
- 24. The content Where that ranks relevant fresh best in content will Google is rank better content that than old people like content. and trust. Amplify
- 25. 37++:1 37++:1 32:1 32:1 ROI 25:1 25:1 15:1 15:1 6 Months 12 Months Bought Time Owned Earned Integration
- 26. Amplify
- 27. What we need to do
- 31. How to do it
- 36. They cheer because it has an They cheer because they care. They impact. It fuels the athletes and can have an unique close connection to support can influence play. what they’re cheering for 36
- 37. Fanatic Supporter Casual fan 37
- 38. 38
- 39. 39
- 40. Athlete cheers, reaction to congratulatory commercials,, RTs of @teamvisa Nike releases the “Find Your Greatness” campaign 33.5% 3.9% 7.5% 1.3% 0.0% 13.1% 40.7% Buzz Vol. Visa P&G Coca-Cola BMW Samsung Nike Others (80% McDonalds) Buzz Sent ime nt
- 41. A different kind of approach
- 42. Stimulating sharing Targeting individuals not platforms
- 43. Use data to create Use engaging content that content to create engages audiences opp’s for further in the right way data collection
- 44. Making Sony Mobile relevant once more
- 46. Results • Branded content received 1.7million views in a 6 month period • 85% who engaged with the Xperia Studio viewed Xperia smartphones more positively afterwards • 17% of visitors to the Xperia Studio went on to visit the main sony mobile site • The content and campaign has been featured in wired, gizmodo, mashable and other credible publications • The campaign also won a 2012 webby for the people’s choice award in integrated mobile experience
- 48. Moving beyond traditional brand communications
- 50. Create Curate Instigate Volume of content
- 51. Create Curate Instigate Volume of content
- 52. Harnessing the power of digital to spread happiness around the world
- 55. “We’re more in the space of managing communities than creating ads.” Joe Tripodi – CMO, The Coca-Cola Company
- 57. IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.
- 63. JOURNEY OF DIGITAL TRANSFORMATION
- 64. WE ARE HERE 200 800 400 400 INDIA
- 65. ASIA PACIFIC
- 66. OUR GLOBAL & REGIONAL CLIENTS
- 67. REGIONAL CLIENTS
- 68. WHAT WE DO
- 69. IT’S IN THE BLEND