DIGITAL IS EVERYTHINGBUT NOT EVERYTHING IS DIGITAL

INSIGHTS TAKEN FROMIAB SUMMIT 2015

WE SHOULD BE CHANGING THE WORLD THROUGH DIGITAL

THE PROBLEM IS WE’RE NOT

NOT EVERYTHING IS ABOUT FACEBOOK AND TWITTER

PUT PEOPLE FIRST

SOCIAL MEDIA IS A CONVERSATION

PRISM

IT’S THE OFFICE WATER COOLER ON STEROIDS.

YOU DON’T GET SOCIAL IF YOU THINK OF IT AS TECHNOLOGY.

MONOWEBISM

IT DOESN’T MATTER TO THE CONSUMER WHERE THE CONTENT COMES FROM

DON’T THINK ABOUT HOW TO CREATE GREAT EXPERIENCES ON A SCREEN

THINK ABOUT HOW TO CREATE GREAT EXPERIENCES IN REAL LIFE

EXPERIENCES > STUFF

Tasks

FIRST TIME IN THE HISTORY OF THE HUMAN RACE THAT A 3 YEAR

OLD AND A 80 YEAR OLD

CAN USE THE SAME TOOL IN THE SAME WAY

DIGIBABBLE LIMITS TRUE INNOVATION AND INHIBITS THE POWER OF DIGITAL

WHERE IS THE STORY TELLING?

THERE’S CONNECTIVITY. BUT THERE’S NO CONNECTION

Generation world

A GENERATION THAT WON’T BE DEFINED BY AGE OR DEMOGRAPHIC

THERE’S A 40% OVERLAP IN THE FAVOURITE ARTISTS OF 14 YEAR OLDS AND 60 YEAR OLDS

CREATIVITY IS THE STORY INNOVATION IS HOW WE SHARE IT

TECHNOLOGY IS JUST AN ENABLER

HUMANITY OVER ALGORITHM

STORY TELLING TRUMPS ALL ELSE

CONTENT, CONNECTION, CONVERGENCE

SPEAK TO GENERATION WORLD

CONSTRAINT UNLOCKS CREATIVITY

THE MORE CONSTRAINTS ONE IMPOSES,THE MORE ONE FREES ONESELF.

A LITTLE BIRDY SAID,TO SAY A LOT IS HUMAN,TO EDIT, DIVINE.

The second screen phenomenon

PEOPLE WHO WATCH TV WHILE USING TWITTER ARE 3x MORE ENGAGED THAN THOSE WHO DON’T

WHAT DO GREAT BRANDS DO ON TWITTER?

THEY LISTEN.

CREATE FOR THE MEDIUM

DON’T CUT A 30 SECOND AD TO 6 SECONDS

THE DISTINCTION BETWEEN ONLINE AND OFFLINE ENGAGEMENT

WHAT IS THAT EVEN?

46% OF DISPLAY ADS ARE NOT SEEN OR NOTICED

82% LIKE READING CONTENT FROM BRANDS IF IT’S RELEVANT

PEAK CONTENT CONSUMPTION IS AT 1PM

PEAK MOBILE CONTENT CONSUMPTION IS AT 9PM

4 WAYS TO WIN AT CONTENT MARKETING

1. PLAN FOR DISCOVERY2. PUBLISH WORTHWHILE CONTENT3. MATCH CONTENT WITH INTENT4. TRACK INFLUENCE

PLAN FOR DISCOVERY

WHO IS THE AUDIENCE?WHERE DO THEY SPEND THEIR TIME?WHY ARE THEY THERE?

CONTENT MARKETING IS ABOUT ADDING VALUE

ADVERTISING IS ABOUT PROMOTING PRODUCT

RED BULL GETS IT.

MATCH CONTENT WITH INTENT

MAKE SURE YOUR CONTENT ANSWERS A QUESTION

INTERESTING ISN’T NECESSARILY RELEVANT, RELEVANT ISN’T NECESSARILY INTERESTING.

BE A RUTHLESS CRITIC OF YOUR OWN CONTENT.

Track influence

TRACK INFLUENCE

• UNIQUES• PAGE VIEWS• REPEAT VISITS • TIME SPENT ON SITE

SEE IF YOU’RE ADDING VALUE

QR CODE IS A DIRTY WORD NO ONE KNEW HOW TO USE THE TECHNOLOGY

SHAZAM HAS OVER 600 MILLION GLOBAL DOWNLOADS

OVER 100 MILLION MONTHLY ACTIVE USERS

‘MOBILE’ REFERS TO TECHNOLOGY, NOT HOW PEOPLE USE IT

SMARTPHONE, FEATURE PHONE AND TABLET EXPERIENCES ARE ALL VERY DIFFERENT

AS AN INDUSTRY, WE’RE IN THE CREATIVE DOLDRUMS

GREAT COMPANIES DON’T REPLICATE, THEY CREATE.

WE NEED TO SPEND AN AWFUL LOT OF TIME LOOKING AT NEW THINGS HAPPENING IN THE WORLD

STOPPING LOOKING AT ADAGE AND ADWEEK. READ WIRED.

ALWAYS PRESENT TWO IDEAS

ONE WITH CURRENT TECH |ONE WITH SOMETHING COMPLETELY DIFFERENT

WHAT AMAZING TECHNOLOGY IS EMERGING? (AND HOW CAN WE RUIN IT WITH ADVERTISING?)

• RESPONSIVE APPLIANCES• HAPTIC CLOTHING• DREAM IMAGING• ANALYTICAL UNDERWEAR• BRAIN/COMPUTER

INTERFACES FOR GAMING• PROSTHETIC LIMBS

CONTROLLED BY THOUGHT• TATTOOED CIRCUITS –

VIDEOS PLAYING ON HUMAN BEINGS

TO BE CREATIVE IS TO BE SURE THINGS CAN BE BETTER.

TO BE CRITICAL OF WHERE WE ARE, AND POINT TO WHERE WE MIGHT BE.