M O S T C O N TA G I O U S 2 0 1 4

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A G E N D A

Movements to Watch

Creating Effective Content

Utilizing Data

World Cup: A Lesson in Planning and Agility

Empowerment

The Future of Cities

Technology Exhibits

The World in 2015

M O V E M E N T S T O W AT C H

• Tension is the Confrontation of Self

• Adversity is focused on facing ones own limitations and impact on loved ones

• Resolution is about the acceptance, celebration of the self and finding your place in the world

• Stories are focusing on female protagonists where male characters are only in supporting roles

F R O Z E N - B L O O D I S T H I C K E R T H A N I C E E V O LV I N G S T O R Y L I N E S

• Social media allows for people to easily participate in social movements

• Allows for quick iteration and learning around what does and doesn't work

• Raises questions around how it’s success will impact the perceptions of youth on the ease of affecting social change thinking that simply retweeting with cause lasting impactful change

C A N L O L C H A N G E T H E W O R L D ? T H E I M PA C T O F S O C I A L M E D I A O N M O V E M E N T S

• The public is becoming more and more sensitive to infringements on their personal privacy

• Companies are recognizing this and defaulting to “opt-in” rather than “opt-out” structures

• Governments are struggling to balance this desire for personal privacy with the nation’s security realities

P E A C E C O S T S P R I VA C Y B A L A N C I N G P R I VA C Y A N D S E C U R I T Y

• A.I. is increasingly being integrated into our lives and replacing human oversight

• Some fear that this rise in A.I. will make human’s obsolete

• Others claim that this will be similar to other technological evolutions with A.I. taking over some tasks allowing humans to focus on problems A.I. is not practical for and/or efficient at

A . I . G I V E T H A N D TA K E T H T H E R I S K S A N D B E N E F I T S

C O N T E N T

You can’t

!

But there are some tips to increase effectiveness

H O W T O P R E D I C T W H AT C O N T E N T W I L L B E S U C C E S S F U L

• Brands create too much content that isn't any good

• We need to do a better job of editing and only providing content when and where it makes sense

L E A R N T O E D I T

• Consumers want to connect with brands that have values that align with their personal ones

• Ensure all your brand communications align with and clearly convey your brands purpose for existing

E X P R E S S Y O U R B R A N D ’ S VA L U E S

W R E N “ F I R S T K I S S ”

• Understand how they watch

• Are they with friends, alone, second screening, etc.

• Understand their motivations and desires

• Create content that integrates with those behaviors and motivations

D I S T R I B U T I O N I S K E Y K N O W Y O U R A U D I E N C E S B E H AV I O R S A N D M O T I VAT I O N S

K N O W Y O U R A U D I E N C E A N D C R E AT E S O M E T H I N G U S E F U L

D I S T R I B U T I O N I S K E Y M I C R O - TA R G E T I N G I S N ' T A LWAY S T H E A N S W E R

• Being interesting to everyone while hyper relevant to your primary target can be an effective strategy

• Utilizing the masses to share the interesting content, providing unpaid reach and getting it in front of more of the primary target

B E C O M E A R E S O U R C E

• Unilever hair care division noticed that the majority of hair related internet searches were unbranded. Consumers were looking for tips and trends not products

• Instead of advertising products, Unilever set out to become the top destination for hair related information

• Created “All Things Hair” YouTube channel, partnered with well known stylists/bloggers to provide tips and advice

O N LY S P E A K W H E N Y O U H AV E S O M E T H I N G T O S AY

Good Meh Oops

D ATA

• Data doesn't provide answers but it does provide hypotheses and starting points

D ATA I S N O T A N A N S W E R

• The Louve partnered with IBM to track the movements of gallery visitors in order optimize their exhibits

D ATA I S VA L U A B L E W H E N I N T E R P R E T E D A N D S M A R T LY A P P L I E D

• Foxtel’s AlertShirt allowed people watching rugby matches to “feel” what was happening

A N D T R A N S F O R M E D I N T O S O M E T H I N G I N T E R E S T I N G

O R A N A N S W E R C O N S U M E R S A R E S E E K I N G

D ATA C A N B E T H E B A S E F O R S O M E T H I N G E M O T I O N A L “ S O U N D S ’ S O F H O N D A AY R T O N S E N N A ”

W O R L D C U P 2 0 1 4 : A L E S S O N I N P L A N N I N G A N D A G I L I T Y

Y O U C O U L D N ' T F U L LY P L A N F O R T H E W O R L D C U P

#BESTWORLDCUPEVER

#COMEBACKWORLDCUP

S O W H AT D O Y O U D O ?

H AV E A D E TA I L E D A N D A G I L E C O N T E N T S T R AT E G Y

• Adidas created a content bible which included planned anticipated content

• They also detailed plan of how to create content in reaction to real time events

H AV E A C L E A R P U R P O S E : C R E AT I N G C O N N E C T I O N S W I T H T H E B R A N D TA K E P R I O R I T Y

• Adidas’ main goal at the World Cup was to be the most talked about brand and have #allinornothing lead the conversation

• Which meant that individual products took a back seat at times

C R E AT E Y O U R O W N S T O R I E S

• Adidas created a Twitter handle for the brazuca ball that commented on matches with personality

• Became a go to source for color commentary of matches

R E M E M B E R Y O U R N O T T H E M A I N AT T R A C T I O N

• People engage with the World Cup at an extremely emotional level, your content is only relevant to the extent that it compliments and enhances that experience

E M P O W E R M E N T

T H E M O R E M E D I A A G I R L C O N S U M E S , T H E F E W E R O P T I O N S S H E B E L I E V E S S H E H A S I N L I F E ( G E E N A D AV I S I N S T I T U T E O N G E N D E R I N M E D I A )

W H I C H L E D T O T H E C R E AT I O N O F T H E L E A N I N C O L L E C T I O N O F I M A G E S O N G E T T Y

B U T T H I S S H O U L D J U S T B E T H E S TA RT

W E N E E D T O S H O W F E M A L E S A S P O S I T I V E R O L E M O D E L S

T H AT T H E Y ’ R E N O T P E R F E C T A N D T H E Y A R E N ’ T B O T H E R E D B Y I T

R E M E M B E R S H E ’ S N O T A P R U D E

T O O L S : B R A N D S A R E E N G A G I N G W I T H C O N S U M E R S A N D S H A R I N G T O O L S T O S O LV E T O U G H P R O B L E M S

E N H A N C I N G P E O P L E S C A PA B I L I T I E S :

T H E F U T U R E O F C I T I E S

B R A N D S H AV E T H E P O W E R T O A D D R E S S T H E P R O B L E M S FA C I N G C I T I E S

S PA C E !

M U J I H A S PA R T N E R E D W I T H W O R L D R E N O W N E D A R C H I T E C T S T O C R E AT E P R E FA B H O M E S I N J A PA N

S A F E T Y

U S A B I L I T Y

T E C H N O L O G Y E X H I B I T S

N E X U S P R O D U C T I O N S

N E X U S P R O D U C T I O N S

P O RTA L E N T E RTA I N M E N T

F I R E C H AT

H O I N T E R

T H E W O R L D I N 2 0 1 5

N AT I O N A L G D P S A R E E X P E C T E D T O G R O W E X C E P T I N W E S T E R N E U R O P E A N D J A PA N

W O R L D ’ S E C O N O M I C C E N T E R C O N T I N U E S T O S H I F T E A S T

C H I N A’ S O U T G O I N G I N V E S T M E N T S W I L L M AT C H A N D S U R PA S S I N C O M I N G

C H I N A W I L L M AT C H T H E U . S . I N P U R C H A S I N G P O W E R

C H I N A W I L L PA S S T H E E . U . I N D E F E N S E S P E N D I N G

T H E U . S . W I L L O V E RTA K E S A U D I A R A B I A I N O I L P R O D U C T I O N

I N T E R N E T A D V E RT I S I N G W I L L PA S S P R I N T, M A G A Z I N E A N D O O H

S A L E S O F TA B L E T S / H Y B R I D S W I L L PA S S T H O S E O F D E S K T O P S / L A P T O P S

T H E R E W I L L B E M O R E M O B I L E P H O N E S U B S C R I P T I O N S T H A N P E O P L E

FA C E B O O K U S E R S W I L L O U T N U M B E R C H I N A’ S P O P U L AT I O N

E L I Z A B E T H W I L L B E C O M E T H E L O N G E S T S E R V I N G M O N A R C H I N U . K . H I S T O RY

T H E P O P U L AT I O N P Y R A M I D C O N T I N U E S I T S I N V E R S I O N

G L O B A L W A G E C O S T S W I L L R I S E