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Standing out from the crowd
Robin Dhara – founder, RedRobin
Ged Carroll - director digital, Ruder Finn
hello
During this presentation
•  Ireland
•  First principles
•  Finding an audience
•  Rewarding an
   audience
•  Engaging an audience
•  Case studies
     –  Relentless
     –  Sonim
Ireland…
Portumna
Mad Men

                         Intent driven
Content driven

Controlled message   Open conversation




Advertising
  Push Messaging
     driven by
      age
    gender
     race
   income
  geography
Publicists and spin doctors

                                                Intent driven
Content driven

Controlled message                          Open conversation




Advertising          Public Relations
                          Content-driven
  Push Messaging         via intermediary
     driven by
      age                    news
    gender                  trends
     race                information
   income                 education
  geography             entertainment
Social | digital

                                                 Intent driven
Content driven

Controlled message                           Open conversation




Advertising          Public Relations       Social Media
                          Content-driven         User query
  Push Messaging         via intermediary        driven by
     driven by
      age                    news                 need
    gender                  trends                desire
     race                information             passion
   income                 education               whim
  geography             entertainment           curiosity
Understand the intent
Audience behaviour


                   Intent
       - Search
       - Share
       - Communicate
       - Be entertained
       - Be creative
       - Influence others
Audience behaviour
                             Intent
        - Search
        - Share
        - Communicate
        - Be entertained
        - Be creative
        - Influence others




                             Query
        Filtered through:
        - Trusted web
        - Google | Bing-Yahoo! | Naver | Baidu
        - Vertical search
        - Site search
Audience behaviour
                                                Intent
                                     - Search
                                     - Share
                                     - Communicate
                                     - Be entertained
                                     - Be creative
                                     - Influence others




                                                                          Query
                Destination                               Filtered through:
    User chooses destination based on:                    - Trusted web
    - Content                                             - Google | Bing-Yahoo! | Naver |
    - Credibility                                         Baidu
    - Trust                                               - Vertical search
                                                          - Site search
Audience behaviour
                                          Intent
                               - Search
                               - Share
                               - Communicate
                               - Be entertained
                               - Be creative
                               - Influence others



                                                                       Query
        Interaction                                   Filtered through:

    
- With other users                               - Trusted web
                                                      - Google | Bing-Yahoo! | Naver |
    - Brands
                                                      Baidu
    - Organisations
                                                      - Vertical search
                                                       - Site search




                                      Destination
                          User chooses destination based on:
                          - Content
                          - Credibility
                          - Trust
No longer about message broadcast,
but dialogue and intent interception
What do we need to know
•  How do we fit into our audience’s lives?
What do we need to know
•  How do we fit into our audience’s lives?
•  Where will they go to find us?
What do we need to know
•  How do we fit into our audience’s lives?
•  Where will they go to find us?
•  How do we set our stall out so that they’ll
   be interested
What do we need to know
•  How do we fit into our audience’s lives?
•  Where will they go to find us?
•  How do we set our stall out so that they’ll
   be interested
•  How do we get our hands on their money?
Insight
Social technographics profiling tool
Google Adplanner
SocialMention
Channels (or where can I be useful?)
•    Image library               •    Search
•    Archives                    •    Social bookmarks
•    Location details            •    RSS feeds
•    Advice                      •    Flickr
•    Research                    •    Video
•    Local or expert knowledge   •    Blogs
•    Entertainment               •    Social networks
                                 •    Q&A sites
                                 •    Twitter
                                 •    Google Maps
                                 •    Where 2.0
What does success look like?
•  Benchmark         Lay of the land, set
                     campaign goals


•  Ongoing           Optimise campaign,
   measurement       spot opportunities


•  RoE (return-on-   Flaunt our
   engagement)       awesomeness
One more word about measurement
Holistic
The currency of kudos
Whuffie
Being amazing

   Being
   nice

Being human

Being useful
Corralling an audience
Right audience
Ask them about themselves
Help them help themselves
 free
                                        “I wasn’t expecting such a
                                        culture shock
 vouchers
 inside

                               on e
                         Issue2 0 1 1
                          Feb           everything is completely
                                        different.
                                        I don’t even know which
                                        toothpaste to go for.”


                       se
            Happy Chine
                                        “It took me a while to get my
             New Year
                        Team            head around buying things over
            from the GB
                                        the internet and making
                                        the payment on line was
                                        completely new to me. It’s
                                        something that is just taking
                                        off in China.”
1103  - social media
1103  - social media
Video

   Audio

Text / pictures
Brand promise | touch point service
level agreement
Content immersion opportunity cost is a
trade off for a superior user experience. Non-
delivery is a negative brandmark
                             Video

                     Audio

   Text / pictures
If you build it, will they come?
Probably not.
A bedroom in Tooting
pushmepullyou
Rewarding an audience
Lives of the Artists
Surround sound
Where are things going?
Read:
William
Gibson,
Douglas
Coupland &
Cory Doctorow
The web of no
web
QR Codes
Real world reactions

Vimeo Festival + Awards
Brainwave Technology
Web as a platform
Mashups




http://youarelistening.to/montreal
Helping customers to help themselves
Helping customers sell themselves
Where 2.0
•  Mashing up web              •  Being able to reach the
   technology with                customer at the right
   location information           time, the right place
   –  Google Earth                with the right
   –  Flickr maps                 information
   –  Foursquare | Gowalla |      –  Advertising moves from
      Scvngr                         being selling to useful
   –  GroupOn                        information
                                  –  Requires balance
                                  –  Utility for customer
                                  –  Reward for their
                                     attention
                                  –  Privacy respected
To app, or not to app, that is the
question?
Games With a Purpose




http://espgame.org
Forces of disruption
•  Culture / politics clash
•    Getting the best law that money can
     buy: ACTA, The Digital Economy
                                            •  Impermanence
     Act
•    Privacy
                                            •  Margins in the long tail
•  Technology moves                         •    Most music masters won’t be
   faster than business                          remastered for online distribution
   models                                   •  Badvocacy
•    Media sector
•    Medicine
                                            •  Fatigue
•  Rapid development
•    Web as a platform and OSS reduces
     development costs and times
     considerably
•    Start-up on a credit card - Trumours
Five ways to use this all to your
advantage
•    Own your neighbourhood
•    Scratch an itch
•    Think about the stitching
•    How can you reduce the buyer’s risk
•    Get out from behind your Mac
People matter, objects don’t
that’s all you need to know about social
media – Hugh MacLeod
Never write an advertisement which you
wouldn’t want your own family to read. You
wouldn’t tell lies to your own wife. Don’t tell
them to mine.

Do as you would be
done by – David Ogilvy
All of us who professionally use the mass
media are the shapers of society. We can
vulgarise society. We can brutalise it.

Or we can help lift it
onto a higher level. – Bill
Bernbach
Available for download:
renaissancechambara.jp
Thank you for listening
Contact us:
Robin Dhara                  Ged Carroll
@theredrobin                 @r_c
robin@red-robin.co.uk        gedarroll@mac.com |
http://www.red-robin.co.uk   gcarroll@ruderfinn.co.uk
+447880807752                http://rfistudios.com
                             http://ruderfinn.co.uk
                             +447714123625

                             http://renaissancechambara.jp
Any questions?
Links
Planning Tools                                        Academic Research
•   http://www.forrester.com/empowered/tools.html     •    Meeyoung Cha – The million follower fallacy: http://
•   http://www.google.com/adplanner                        an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf
•   http://www.klout.com                              •    danah boyd’s publications: http://www.danah.org/papers/
•   http://www.compete.com
                                                      •    Fifteen-minutes of fame: The Dynamics of Information Access
•   http://www.socialmention.com
                                                           on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B
Research information                                       Racz, I Szakadat and A Barabasi (Notre Dame University):
•   http://pewresearch.org/                                http://www.nd.edu/~networks/
•   http://pewinternet.org/                                HumanDynamics_20Oct05/0505087.pdf
•   http://www.ofcom.org.uk/cmr                       •    Digital Natives Programme by Berkman Center for Internet &
•   http://royal.pingdom.com                               Society at Harvard Law School: http://www.digitalnative.org/
Reading                                               Professional Bodies
•   http://www.out-law.com                            •   IPA: http://www.ipa.co.uk
•   http://econsultancy.com/blog                      •   WOMMA: http://www.wommauk.org
•   http://www.crowdsurfing.net/                      •   IAB: http://www.iabuk.net
•   http://www.wikinomics.com/blog/                   Legal + Regulatory
•   http://www.micropersuasion.com/                   •   ASA: http://asa.org.uk/
•   http://renaissancechambara.jp/                    •   Consumer Protection from Unfair Trading Regulations 2008:
                                                          http://www.legislation.gov.uk/uksi/2008/1277/pdfs/
•   http://mashable.com/
                                                          uksi_20081277_en.pdf
•   http://www.speedcommunications.com/blogs/wadds/

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1103 - social media

  • 1. Standing out from the crowd Robin Dhara – founder, RedRobin Ged Carroll - director digital, Ruder Finn
  • 3. During this presentation •  Ireland •  First principles •  Finding an audience •  Rewarding an audience •  Engaging an audience •  Case studies –  Relentless –  Sonim
  • 6. Mad Men Intent driven Content driven Controlled message Open conversation Advertising Push Messaging driven by age gender race income geography
  • 7. Publicists and spin doctors Intent driven Content driven Controlled message Open conversation Advertising Public Relations Content-driven Push Messaging via intermediary driven by age news gender trends race information income education geography entertainment
  • 8. Social | digital Intent driven Content driven Controlled message Open conversation Advertising Public Relations Social Media Content-driven User query Push Messaging via intermediary driven by driven by age news need gender trends desire race information passion income education whim geography entertainment curiosity
  • 10. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others
  • 11. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search
  • 12. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Destination Filtered through: User chooses destination based on: - Trusted web - Content - Google | Bing-Yahoo! | Naver | - Credibility Baidu - Trust - Vertical search - Site search
  • 13. Audience behaviour Intent - Search - Share - Communicate - Be entertained - Be creative - Influence others Query Interaction Filtered through: 
- With other users - Trusted web - Google | Bing-Yahoo! | Naver | - Brands Baidu - Organisations - Vertical search - Site search Destination User chooses destination based on: - Content - Credibility - Trust
  • 14. No longer about message broadcast, but dialogue and intent interception
  • 15. What do we need to know •  How do we fit into our audience’s lives?
  • 16. What do we need to know •  How do we fit into our audience’s lives? •  Where will they go to find us?
  • 17. What do we need to know •  How do we fit into our audience’s lives? •  Where will they go to find us? •  How do we set our stall out so that they’ll be interested
  • 18. What do we need to know •  How do we fit into our audience’s lives? •  Where will they go to find us? •  How do we set our stall out so that they’ll be interested •  How do we get our hands on their money?
  • 23. Channels (or where can I be useful?) •  Image library •  Search •  Archives •  Social bookmarks •  Location details •  RSS feeds •  Advice •  Flickr •  Research •  Video •  Local or expert knowledge •  Blogs •  Entertainment •  Social networks •  Q&A sites •  Twitter •  Google Maps •  Where 2.0
  • 24. What does success look like? •  Benchmark Lay of the land, set campaign goals •  Ongoing Optimise campaign, measurement spot opportunities •  RoE (return-on- Flaunt our engagement) awesomeness
  • 25. One more word about measurement
  • 27. The currency of kudos Whuffie
  • 28. Being amazing Being nice Being human Being useful
  • 31. Ask them about themselves
  • 32. Help them help themselves free “I wasn’t expecting such a culture shock vouchers inside on e Issue2 0 1 1 Feb everything is completely different. I don’t even know which toothpaste to go for.” se Happy Chine “It took me a while to get my New Year Team head around buying things over from the GB the internet and making the payment on line was completely new to me. It’s something that is just taking off in China.”
  • 35. Video Audio Text / pictures
  • 36. Brand promise | touch point service level agreement Content immersion opportunity cost is a trade off for a superior user experience. Non- delivery is a negative brandmark Video Audio Text / pictures
  • 37. If you build it, will they come? Probably not.
  • 38. A bedroom in Tooting
  • 41. Lives of the Artists
  • 45. The web of no web
  • 47. Real world reactions Vimeo Festival + Awards
  • 49. Web as a platform
  • 51. Helping customers to help themselves
  • 53. Where 2.0 •  Mashing up web •  Being able to reach the technology with customer at the right location information time, the right place –  Google Earth with the right –  Flickr maps information –  Foursquare | Gowalla | –  Advertising moves from Scvngr being selling to useful –  GroupOn information –  Requires balance –  Utility for customer –  Reward for their attention –  Privacy respected
  • 54. To app, or not to app, that is the question?
  • 55. Games With a Purpose http://espgame.org
  • 56. Forces of disruption •  Culture / politics clash •  Getting the best law that money can buy: ACTA, The Digital Economy •  Impermanence Act •  Privacy •  Margins in the long tail •  Technology moves •  Most music masters won’t be faster than business remastered for online distribution models •  Badvocacy •  Media sector •  Medicine •  Fatigue •  Rapid development •  Web as a platform and OSS reduces development costs and times considerably •  Start-up on a credit card - Trumours
  • 57. Five ways to use this all to your advantage •  Own your neighbourhood •  Scratch an itch •  Think about the stitching •  How can you reduce the buyer’s risk •  Get out from behind your Mac
  • 58. People matter, objects don’t that’s all you need to know about social media – Hugh MacLeod
  • 59. Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine. Do as you would be done by – David Ogilvy
  • 60. All of us who professionally use the mass media are the shapers of society. We can vulgarise society. We can brutalise it. Or we can help lift it onto a higher level. – Bill Bernbach
  • 62. Thank you for listening
  • 63. Contact us: Robin Dhara Ged Carroll @theredrobin @r_c robin@red-robin.co.uk gedarroll@mac.com | http://www.red-robin.co.uk gcarroll@ruderfinn.co.uk +447880807752 http://rfistudios.com http://ruderfinn.co.uk +447714123625 http://renaissancechambara.jp Any questions?
  • 64. Links Planning Tools Academic Research •  http://www.forrester.com/empowered/tools.html •  Meeyoung Cha – The million follower fallacy: http:// •  http://www.google.com/adplanner an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf •  http://www.klout.com •  danah boyd’s publications: http://www.danah.org/papers/ •  http://www.compete.com •  Fifteen-minutes of fame: The Dynamics of Information Access •  http://www.socialmention.com on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Research information Racz, I Szakadat and A Barabasi (Notre Dame University): •  http://pewresearch.org/ http://www.nd.edu/~networks/ •  http://pewinternet.org/ HumanDynamics_20Oct05/0505087.pdf •  http://www.ofcom.org.uk/cmr •  Digital Natives Programme by Berkman Center for Internet & •  http://royal.pingdom.com Society at Harvard Law School: http://www.digitalnative.org/ Reading Professional Bodies •  http://www.out-law.com •  IPA: http://www.ipa.co.uk •  http://econsultancy.com/blog •  WOMMA: http://www.wommauk.org •  http://www.crowdsurfing.net/ •  IAB: http://www.iabuk.net •  http://www.wikinomics.com/blog/ Legal + Regulatory •  http://www.micropersuasion.com/ •  ASA: http://asa.org.uk/ •  http://renaissancechambara.jp/ •  Consumer Protection from Unfair Trading Regulations 2008: http://www.legislation.gov.uk/uksi/2008/1277/pdfs/ •  http://mashable.com/ uksi_20081277_en.pdf •  http://www.speedcommunications.com/blogs/wadds/