behaving like a rock star by alan parker
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Behaving like a rock star by Alan Parker at Orange MeetupTRANSCRIPT
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Behaving like a rock star
Presented by Alan Parker
Head of Digital, GolinHarris
March 15, 2011
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The rebel with a cause….
…that has become the storyteller of the 21st century
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we take clients from one-way mediums to conversation, engagement…..relationships
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they need to attract and engage with an audience of thousands, millions.
…attracting and engaging with an audience of thousands, millions.
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Today, they need to be interesting, entertaining, loveable…..
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So, as we create this new “beings” for brands….
…are we in fact using social media to make celebrities out of our brands?
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The question is, how do we drive success? What type of celebrity do we want to be?
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How to behave like a (digital) rock star
“What turns me on about the digital age, what excited me personally, is that you have closed the gap between dreaming and doing”
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OK, but how?
Are you sitting comfortably?
Then let me begin….
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It’s a kind of magic?
Objectives, objectives….objectives
More like One vision
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Ernst & Young Australia
Make graduates and undergraduates want to come and work for us
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St John ambulance
Make more people learn first aid….save more lives
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Clear objectives
Defined rationale
Precise communication imperatives
Rock star behaviour
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Storytelling
One hit wonder, one-dimensional act?
Innovative and engaging storyteller…
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Toblerone
Excite the influentials….get the evangelists talking, get the socials sharing
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Don’t run a campaign, tell a story
Engage and excite ALL or your audience
Understand their needs and wants
Rock star behaviour
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Magnum
A day without pleasure is a day lost
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Be yourself
Remember why you’re great
Remember who put you where you are
Rock star behaviour
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when the sale comes first and the truth comes second…
… when the truth comes first and the sale comes second
Conversations and relationships…
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Orange Twitfix
Share our love of movies with our audience
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Tullamore Dew
Celebrate St Patrick’s day
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Growing your community
You can’t be a rock star…… unless you’ve got a bunch of hits
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Success is understanding your audience
Build upon your previous “hits” – what was hot, what
wasn’t?
Give them what they want
Rock star behaviour
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Crisis and issues
Dealing with the epic fail….. and the “S” word
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Terry’s of York
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CSR and social
CSR isn’t just a box tick, a day in a field planting trees..
it’s pervasive and your audience expects to see you doing this within social media…
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Get involved in something relevant
Dedicate real resources – time, budget…
Expect nothing in return
Rock star behaviour
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Innovate
Go a bit GaGa every now and then…
Push the boundaries of the tech…
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User generated reality
The single biggest driver of viral activity is human behaviour
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Be bold, be a bit crazy
Scare yourself…and your team
Be brave
Rock star behaviour
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“As a rock star, I have two instincts, I want to have fun
and I want to change the world. I have a chance to do
both”
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Rock star behaviour
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As a rock star, I have two instincts, I want to have fun, and I want to
change the world. I have a chance to do
Cheers
@digiwedo