Brands on Social Media and the Importance of Ideas

Don Draper, John Hegarty, Vanessa Paradis, Flat Eric,
John Cleese, Freddie Mercury, Mike, Leo Burnett, Mark
Zuckerberg, Nathan Barley, Sigmund Freud, A Lego Guy

Brands on Social Media and the Importance of Ideas

5th April 2012

@RogerWarner - chair of DMA Social Media Council
@ContentMotion

getintouch@contentandmotion.com
www.contentandmotion.co.uk

We Are...
In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.
Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out.
Focused: boutique, organised around one discipline: Social PR Engagement.
Up for it: very.
Good at it: see below...

Average Monthly TomTom Brand Mentions
Volume of TomTom Facebook Fans
90,000
90,000
80,000
80,000
70,000
60,000
70,000
60,000
900%+ growth
50,000
50,000
40,000
40,000
30,000
30,000

200%+ mentions
20,000
10,000
20,000
10,000
-
Q1
Q2
Q3
Q4
-
5m+ views, month #1

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Mentions
Fans

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@RogerWarner / @ContentMotion

Cue Draper / ‘Technology is a Glittering Lure’

• Mad Men

• 1960+

• Madison Avenue (get it?)

• Not much happens

• Characters...

• Drink

• Womanise

• Drink
(Click) • Smoke

• Drink and smoke

• What can we learn?

3

My Advertising Man, 1982

• John Hegarty

buy! • Co-Founder of Bartle,
Bogle, Hegarty

• Author of Hegarty on
Advertising

• Pioneers of modern
advertising (esp TV)

• Founded 1982

• Levis, Audi, Lynx (Axe)

4

There’s an App for That (...for Everything - The Lure)

5

“Never stop thinking like your audience...”

6

Social Media, 2010, 2011, 2012

• (Sir) Brian Solis, Engage, 2010

• Houston, we have a problem...

@RogerWarner / @ContentMotion 7

It’s Not About the Science

[On the introduction of TV advertising]
The boffins had taken over - they could
bamboozle clients with all the technical jargon
of this mind boggling new media. In the land
of the blind, the one-eyed producer proved to
be king. And these one-eyed men - and they
were all men - were the kings of advertising.
Until, that is, someone said ‘we need an idea.‘
And then the one eyed producers were found
to be somewhat wanting...

Hegarty
8

What People Want

9 @RogerWarner / @ContentMotion

People Thinking

The key to great marketing is
never to stop thinking like
your audience... Understanding
the role your brand plays in
people’s lives and knowing
how to make it more relevant
is crucial...
Hegarty
10

“Ideas are everything...”

11

Chanel, Levis (Flat Eric): WTF?

(Click)

12

“Authenticity is, um, the Key”

• Goal: be transparent, human, real, true

• But people buy brands: diamonds, Audi, Levis, etc

• Facebook: “Hey guys, what did you do this weekend?”

• Problem: lack of charisma is fatal / we can all play that game

• Problem: what magic is there to aspire to?

• What makes a brand in this environment?

• Brands are different now. 24x7, always on, support as marketing, marketing
as support. How do we turn that into magic?

13

Ideas, Ideas, Ideas

Ideas and stories are everything,
otherwise advertising is just
information.
The trick is to make advertising
interesting and relevant...
Ultimately, it’s just common sense
and a desire to excite people...

Hegarty
14

Planning: “The opportunity has changed...”

15

Real Change

The value of a great idea
hasn’t changed, but the
opportunity to exploit it
has...

Hegarty
16

Aim High, Start with Ideas

17

Meet Mike...

18

A Word from John Cleese...

Integrated, international campaign:
x14 markets - C&M planned and executed

6 million + video views

200% increase positive sentiment

100%+ increase online coverage/mentions

19

#BreakFree: Start with Ideas, Then User Experiences, Then Executions
TomTom App Integration Map and User Experience Flow

Non-live PND TomTom Live
KEY Owners PND owners

Targets First time TomTom Nav Competitor Nav 2 device Nav 3 Device
buyers 2 owner device owner owner owner

Don’t try this alone!
Engagement Facebook
• Multi-team
Blogs & Banner/ Live (local) Traditional Software
In Store ads & Newsletter Radio Direct mail
platforms News sites online ads
engagement
events press ﬂashes

• Multi-discipline

Points of
entry
Booth
TomTom
Facebook Page
TomTom
Microsite
Mobile phone QR Codes • Developer

• Brand
QR Landing
Careoke
Trade-in Break Free Trade-in HD trafﬁc Break Free
• PR
iphone
tab Tab info info Me App
app

Record
User actions video

Record
Video
player
TRADE
IN RENEW
(no app) • Advertising
embed SUB
video

Dev €50 off
BUY
Social
• Retail
View/ share
elements share video
capture Record capture
Auto-
• Product
user video user info
info populate:
#BreakFree
Log @TomTom
Content hub Auto generated Personal Twitter
user Break Free
(backend) email with links
shares YouTube
Channel
to user's video/
creation and the
• etc
(all UG videos) BF FB page Personal Log #breakfree
Facebook +@tomtom
WIN hashtag use
Incentives WIN (Grand Prize)
(weekly)
Personal Blog

Social
share
video Email WIN (daily)

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The Power of the Verb - Putting People in the Product

Shave

WANT

Wish

Vote

GIVE!

Smile

22

Avoid Planning Like This...

Curation

Co-Creation

Adprovising

Co-Co-Co-Curation

Liquid Content

Spreadable Media

Co-Co-Co-Co-Co-Creation

TransMediaStorytelling Unit

23

Respect this Man...

24

The Creative Plan...

Change the Brief. Create a mission.

Get inside people’s heads (and shoes).

Make people...

Entertainers Storytellers Sages Benefactors HEROES!

Think: Personal kudos, social capital.

Use big IDEAS. Draper meets The Zuck.

Big ideas are not dead - we need GOOD IDEAS, wired for social. Plan accordingly.

25

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cr i r i n
Thank You! h

Brands on Social Media and the Importance of Ideas

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