A practical presentation about digital myths

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A practical presentation about digital myths
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What to expect from this presentation

• Digital is rising yes, we know
• This presentation is about sharing some key
  learnings from our previous work and personal
  experiences
• 36 slides, all numbered so you can track progress

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Myth 1 We understand teenagers we are using
that knowledge when designing campaigns
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We understand teenagers we are using that
knowledge when designing campaigns

• MYSELF (when 15) vs DRAGOS (born on 27-Feb-1993)

Adrian
Dragos

• I discovered something called email. Through
  UUCP.
• My parents were bribing the cable guys (for
  faster setup)
• What is an MP3? What is an iPod? What is Mozilla?
  Is 1Mbps possible? What is DC?
• Hot date definition kissing on a bench at 0130AM

• I created an account to a new social network I
  discovered
• OMG. Tv stations are so 90s. That movie was on
  DC at least 2 years ago
• What is communism? What is LYNX? 5.25 floppy
  disks? Dialup?
• Hot date definition ASL PLS ? ... Semi-nude
  pictures exchange. I married an avatar.

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We understand teenagers we are using that
knowledge when designing campaigns
This is the first Level-2 hi5 profile I found. It
took 20 to find this picture. Shes a 17yo
teenager from Slobozia, younger sister of my
former classmate.
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We understand teenagers we are using that
knowledge when designing campaigns
?
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Myth 2 And the brand said let there be the site
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A simple website is a good start

• Stella Artois, probably the most magnificent
  brand website I have ever seen
• The only site where I spent 30 minutes in a row,
  just browsing the content
• That was at least 6 months ago. My second visit
  to the site was Monday, when writing this
  presentation

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(No Transcript)
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A simple website is a good start

• Just a product portfolio website (and some
  company information) would make sense for
  products like high-performance tennis racquets

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A simple website is a good start
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A simple website is a good start

• For the rest of most mainstream categories, users
  must have a tangible reason to make a visit to a
  brand website and return over and over again

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Dove Club a digital loyalty club
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A simple website is a good start

• Right now, can you find at least one powerful
  reason for which consumers should visit your site
  at least 3 times a month
• Do you update my content often so that each time
  people learn new things when they visit the site?
• Do you capture visitor data in a non-intrusive
  manner and use it to deliver personalized content
  based on their interest?
• Do you have a Member-Get-Member mechanism in
  place?

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A simple website is a good start
?
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Myth 3 The brand, the forum, and the games
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My site should have a forum to allow user
interaction

• Unofficial Renault forum beats (by far) the
  traffic of the brand Renault website

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My site should have a forum to allow user
interaction

• Is your forum censoring posts? Does it allow full
  interactivity? Do you bring any value added as
  compared to a free site? (e.g. specialist advice)
• Do you promote the forum? Do you have a person in
  charge with the day-to-day maintenance of the
  forum?
• Do you take learnings from the discussions on the
  forum?

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My site should have games for users entertainment

• This game has 200k game plays on
  freegames4all.net
• There are 3000 more games at this site and
  several tens of similar sites, all with high rank
  on Google
• Your strategy to beat that?

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We must have games on our website to entertain
the visitors

• Do you give users a reason to play? Have you
  integrated the brand in a non-intrusive manner?
• Is the look feel of your game better than the
  others games freely available or do you have a
  big idea? Do you bring any technological
  innovation? (e.g. voice control, webcam control)

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FordGame.be voice controlled game to advertise
Fiestas voice control features
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Forums and games keep maintain user interest and
make them re-visit the website
?
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Myth 4 Online advertising is about banners
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Banner advertising is easy, cheap and efficient

• Q What happens if you run a 1000
• Euro campaign, one month on
• a top-10 website in .ro?
• A Nothing

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Banner advertising is easy, cheap and efficient

• Do you use non-intrusive banner campaigns? Do you
  select the most suitable sites? Do you plan
  investment in such a manner that ensures the best
  use of budget (considering KPIs such as
  frequency, visitor profile)?
• Do you always ask for a bi-weekly report on my
  campaign and make the necessary adjustments to
  maximize impact?
• Do you use learnings from previous campaigns?

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Search is not critical

• Q What happens if you search promotie brandX
  on Google
• A Almost always, the top results are not
  belonging to your brand

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Search is not essential

• FACT On the Internet theres more content than
  one person can cover in a lifetime hence search
  engines are critical
• Have you SEOd you website?
• Do you run sponsored links campaigns?

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Online advertising is about the banners
?
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Myth 5 Viral me this, viral me that
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Viral is

• NOT your promotions TVC
• Not everything can be a viral

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Lets make a viral movie as well

• Are you willing to play by the rules?
• Funny. Very funny
• Shocking
• Damn interesting
• Is NOT a TV commercial compressed in a MPEG
  format

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Everything can be viral
?
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Myth 6 Good things happen to those who blog
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Lets ask bloggers to write something good about
my brand

• What is the motivation of a blogger?
• What is the source of power for bloggers?

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If you ask them nice, bloggers will write about
your brand
?
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The task for the next 20 minutes The year is
2023. Dragos is 30 now. We need to brainstorm
some ideas for a new campaign built especially
for him and people like him. Our brand is ACME,
the famous supplier for WB.