In the age of ‘all data everything’ we are overwhelmed with metrics and measurements on every platform, piece of content and behaviour. This has many benefits to brands and content creators as we discover how to optimise our output, what works and where to invest. Brands spent $27 billion buying media on Facebook in 2016, a 57% year on year increase. This rise and rise of paid media on social, along with the metrics, kpis and jargon that come with it is suffocating creativity in digital marketing and wasting brands money.
Combined with the marketing shift to short termism has led us to measure efficiency over effectiveness. We’re looking for immediacy rather than impact, reach over resonance and prioritising a ‘2 second 50% in view’ view over a genuine reaction. The reason attention spans are so low is that people are utterly indifferent to ads. Therefore brands in to declare war on indifference and grab peoples attention. Brands should focus on making content, not adverts that are non consensual and peer-to-peer.
BBH LIVE take you through their 10 commandments for how to cut through and bring the social back to social media.
25. SUPER SHORT
THESE ARE BANNER ADS.
THIS IS DISRUPTIVE MEDIA.
THEY HAVE A ROLE.
BUT NOT IN THIS PRESENTATION.
I DON’T LIKE THEM YOU DON’T LIKE THEM
FUTURE OF CREATIVES TIME ISN’T IN THIS SPACE theory
41. CHALLENGE:
WHAT HAVE YOU EVER
LEARNT FROM TEST AND
LEARN THAT IS
CLINICALLY
REPEATABLE?
practise
42. PLAN YOUR MEDIA AROUND
THE IDEA x BEHAVIOUR
NOT
- THE MEDIA AGENCY GROUP BULK DEAL
- THE LATEST PLATFORM FORMAT
- COPY & PASTE WHAT YOU DID LAST TIME
practise
43. 9. THERE IS MORE TO THE
INTERNET THAN STIFY’S
(SNAPCHAT,
TWITTER,
INSTAGRAM,
FACEBOOK,
YOUTUBE)
practise
45. IN THE WORLD OF
ATTENTION,
THE CARDINAL SIN
IS
DULLNESS
“ practise
46. 7. DON’T APPEAL TO THE RATIONAL
6. FIND THE NUGGETS
8. DON’T BE LAZY
9. THERE IS MORE TO THE
INTERNET THAN STIFY’S
10. THERE ARE NO RULES,
ONLY SINS
1. SUPER SHORT / SUPER RELEVANT
2. PRIORITISE FAME.
3. TARGET YOUR TARGET
4. PRIMACY OF THE IDEA
5. USE DATA TO DERISK
"it is the largest collective boycott of anything, ever"- over 800 million connected devices have it. We either continue being the most annoying people on the planet or stop listening to media sellers (Facebook/ad tech), stop disrupting and start adding.
FROM ACTIVE ENGAGEMENT TO PASSIVE CONSUMPTION
6 SECOND BUMPERS, INSTREAM FACEBOOK ETC
VIDEO HAS GONE THROUGH THE ROOF
EVERYONE IS FOCUSED ON VIEW THROUGH RATE
LETS GET MORE PEOPLE TO WATCH THE FILM
OPTIMISE OPTIMISE OPTIMISE
DO YOU KNOW WHATS GOT GREAT VIEW THROUGH RATES?
STATIC CONTENT
BANNERS
MAKE IT SHORTER
PUT IT ALL UP FRONT NO ONE IS PAYING ATTENTION
IF NO ONE IS PAYING ATTENTION FOR 3 SECONDS THEN ARE THEY REALLY PAYING ATTENTION FOR TO THAT MESSAGING AND LOGO YOU’VE SHOVED IN THE FIRST FEW SECONDS?
VIDEO HAS GONE THROUGH THE ROOF
EVERYONE IS FOCUSED ON VIEW THROUGH RATE
LETS GET MORE PEOPLE TO WATCH THE FILM
OPTIMISE OPTIMISE OPTIMISE
DO YOU KNOW WHATS GOT GREAT VIEW THROUGH RATES?
STATIC CONTENT
BANNERS
MAKE IT SHORTER
PUT IT ALL UP FRONT NO ONE IS PAYING ATTENTION
IF NO ONE IS PAYING ATTENTION FOR 3 SECONDS THEN ARE THEY REALLY PAYING ATTENTION FOR TO THAT MESSAGING AND LOGO YOU’VE SHOVED IN THE FIRST FEW SECONDS?
ORG. REACH DECLINE OVER TIME
BRANDS ARE TALKING, NO ONE LISTENING
ALMOST ALL THE FACEBOOK AWARDS WENT TO LONG FORM VIRAL CONTENT
NO SURPRISE THEY’VE BEEN DESPERATE TO DEVELOP THE WATCH TAB AND TRY TO RETURN TO LONGER FORM OPPORTUNITIES
HOW TO WE INCREASE VTR ACCORDING TO CREATIVES
PEOPLE HATE ADVERTS (MINTEL 2017)
PRIMARY OBJECTIVE IS TO OBTAIN EARNED REACH THROUGH ENGAGEMENT
ITS VERY EASY TO SAY STUFF ON SOCIAL, BUT IT'S VERY HARD TO BE HEARD
PRIMARY OBJECTIVE IS TO OBTAIN EARNED REACH THROUGH ENGAGEMENT
ITS VERY EASY TO SAY STUFF ON SOCIAL, BUT IT'S VERY HARD TO BE HEARD
IN ORDER TO EARN HIGH LEVELS OF REACH YOU NEED A BANGING IDEA
MOST IMPORTANT THING IN YOUR CAMPAIGN IS ORIGINALITY
DEV
NOT GENERIC INSIGHTS
FIND THE IN JOKES
THE EMERGINING TRENDS
THE INTERNET IS A WEIRD PLACE
YOUTUBE-THE CULTURE MACHINE- GET INVOLVED
UNDERSTAND THE RULES WELL, SO YOU CAN BREAK THEM WELL
CONSUMERS ARE HIGHLY IRRATIONAL
DON’T TALK ABOUT THE RATIONAL BENEFITS OF SOMETHING
SPEAK ABOUT THE EMOTIONAL BENEFITS
WITH THE RIGHT IDENTIFICATION PROCESS INFLUENCERS CAN BE FAR MORE EFFECTIVE IN COST AND ENGAGEMENT THAN PAID MEDIA
5 YEARS OF TESTING, NOT ONE LEARNING
THERE ARE TOO MANY VARIABLES IN TOO MANY DIFFERENT ENVIRONMENTS, WE ARE NOT SCIENTIST
THERE IS NO FORMULA FOR SUCCESS
DARK SOCIAL – OH ITS NOT MEASURABLE SO LETS NOT BOTHER
PR
PAPERS
Yes there optimisations and best practise but the stand out hits are what breaks the rules. If you want to be the average follow the average. Its exactly where the wind tunnel has taken you and you’ll be conforming to the lowest norms of creativity and behaviour