how being an 'always on' marketer is kind of like being a dancer
DESCRIPTION
Always-on communication is a commitment which brands need to embrace. Like a professional dancer you need rhythm, perfect timing, be light on your feet, graceful under pressure and be well rehearsed. In this panel session we’ll explore what it takes for brands to succeed in an always-on / always-connected world and the commitments they will need to take to make every interaction they have worth a standing ovation. The event will include five x 5 minute opening statements, one x 25 minute moderated panel session discussing tips and case studies, with the opportunity for open Q&A from the floor. The session will finish with an opportunity to network over coffee. The four person panel will be made up of representatives from one global always-on brands (Philips), one global digital media publisher (Buzzfeed), one native advertiser (Sharethrough), and one professional full-time tweeter (David Levin, creator of the @the_dolpin_pub Twitter account and Twitter voice of The Voice). What it means to be always- on What an always-on team looks like How to make your content win in an always-on world How to grab your audiences’ attention What “best in class” looks like How you optimise always-on with paid supportTRANSCRIPT
Our wonderful dance troupe
Tinni@EmanateLondon @tinnii
Nate @sharethrough @nfrgosselin
Philly @BuzzfeedUK@PhilipnByrne
David @The_Dolphin_Pub@Davidlevin123
Andrew@MrAJennings @KetchumUK
Why Flashdance for brands?Because to be an agile, always on marketer you have to have…
POISEGRACE
RHYTHMCONFIDENCE
A FEW LESSONS
GREAT TIMING
AN OPEN DANCEFLOOR IS INTIMIDATING
#Bey BRAVE
REHEARSE
#BEY FLEXIBLE
RESEARCH YOUR MOVES
COORDINATE WITH YOUR
OTHER CHANNELS
AND YOUR TEAM
BE CREATIVE
#BEY CALM UNDER
PRESSURE
KNOW YOUR AUDIENCE
TARGET THEM WITH THE RIGHT
CONTEXT
LISTEN TO CRITICISM
MEASURE YOUR SUCCESS
EVERYTHING WILL #BEY OK
THE TROUPE TAKE THE FLOOR
@Tinnii
(Tuesday afternoon - Wednesday)
@nfrgosselin
The Six IAB Native
Advertising Categories
The Six IAB Native
Advertising CategoriesSharethrough is the Largest In-Feed
Ad Exchange
Sharethrough is the Largest In-Feed
Ad Exchange
Recommendation Widgets
PromotedListings Custom
In-FeedIAB
“Native”Paid
Search
The Native Advertising LandscapeThe Native Advertising Landscape
Why Feeds? The Mobile Takeover
Why Feeds? The Mobile Takeover
Source: UK Mobile Traffic Statistics: Mobile and Tablet set to overtake desktop by mid 2014Intelligent Positioning 16/1/2014
The Purest Mobile Experiences are Feeds
The Purest Mobile Experiences are Feeds
Content is the Natural Currency of the Feed
Content is the Natural Currency of the Feed
The Most Advanced Platform for In-Feed Advertising
The Most Advanced Platform for In-Feed Advertising
@PhilipnByrne
150+ Million
uniques monthly
75% of visits from social
Over half of visits from mobile
Over half are aged 18-34
Portals Search Social
37
We need to think differently about how content is distributed.
50% 50%
95%5%IdeaHow & why it will spread
38
What Makes People Share?
Brands must earn their place in our feeds by creating valuable
content
Curation is Narration
( )
@davidlevin123
@davidlevin123
@The_Dolphin_Pub
David Levin
Romeo* done!
*Dave
@davidlevin123
THANK YOU