The neverendingstory adtech_final
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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.
Transcript of The neverendingstory adtech_final
Feedback
Key milestone
Favour exchange
Con
vers
ati
on
Time
Trust
Noo
dle
-eati
ng
Age
Adults Teens Kids
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
Creative content
Media investment
Unpredictable human behaviour
Campaign performance
Super -users
Fans
Observers
Caption this
1. Listen
2. Determine Brand Tone and Content Pillars
3. Complete moderation framework, & escalation guidelines
4. Create a conversation calendar
5. Measure and learn
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
