In March I spoke alongside Nestlé’s Digital Communications Lead, Erin Anderson at at ad:tech Sydney. ad:tech is the leading event for the digital marketing and advertising community and runs globally, in different cities throughout the year. As part of the Content and Creative stream, our session covered the principles that successfully achieve an always-on campaign by looking at the award-winning FISTS OF FUSIAN ®case study. Key points addressed were how to create and control your campaign in real-time, why sustainable ideas are crucial for content creation and re-framing KPI’s.

3. Feedback
Key milestone
Favour exchange
Conversation
Time
Trust

4. Noodle-eating
Age
AdultsTeensKids

5. Pffff
#nofilter
My meme is better
than you’re meme
I’m so cool because
I don’t like this
I have an opinion about
absolutely everything
Check out my
new mash-up
Twitter is SO 2012
Entertain me

8. Creative
content
Media
investment
Unpredictable
human behaviour
Campaign
performance

9. Super
-users
Fans
Observers
Caption this

10. 1. Listen
2. Determine Brand Tone and Content Pillars
3. Complete moderation framework, & escalation guidelines
4. Create a conversation calendar
5. Measure and learn

15. 1. Respect the social quotient
2. Have a content strategy
3. Your community is your brief
4. Adopt a constant beta attitude
5. Measure the right things