Experimentation Is The New Engagement By Dan Pankraz
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Transcript of Experimentation Is The New Engagement By Dan Pankraz
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EXPERIMENTATION IS THE NEW
ENGAGEMENT
Dan Pankraz
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Dan Pankraz
Senior Youth Marketing Strategist
DDB Sydney
danpankraz.wordpress.comtwitter.com/[email protected]
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BRAND RELEVANCE IS DETERMINED IN THE MOMENT
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Thursday, March 12, 2009 McDonalds Australia – Youth & social media presentation © DDB All rights reserved
SO BEING AGILE IS CRITICAL
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Thursday, March 12, 2009 McDonalds Australia – Youth & social media presentation © DDB All rights reserved
HOW SOCIAL MEDIA IS DRIVING TRIBAL BEHAVIOUR AMONGST YOUTH
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HAPPINESS =
BEING PART OF THE TRIBE
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SWARM BEHAVIOUR
Mobilising in minutes, moving as one, sharing intelligence and creating as they go
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CHAMELEONS
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SOCIAL SLIPSTREAMING TO STAY IN THE KNOW
Who is with who?
Who is/isn’t invited?
What’s she wearing in that pic?
What’s going on this weekend ?
What’s on next?
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CONTINUOUS PARTIAL ATTENTION VIA 38HRS OF CONTENT A DAY
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SPONTANEITY
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AGENTS OF CHANGE
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BOUNCE OFF POP CULTURE AND EXPLORE CULTURAL TENSIONS
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CHANGING BEHAVIOUR BY TURNING THE MUNDANE INTO SOMETHING FUN
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MYTHOLOGY
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EMPOWER YOUTH TO DO GOOD
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“We don’t do advertising,
we do cool stuff…
…we no longer need awareness…we need to
become part of people’s lives…digital allows us to do that”
Simon Penstridge, Nike UK
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AUTHENTICITY
Ken BlockChief Brand Officer/Co-Founder
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REMEMBER EXPERIMENT WITH HOW YOU CAN CREATE
HYPER SOCIAL IDEAS
Ideas that spark a rapid mobilisation of youth via social media platforms
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danpankraz.wordpress.com
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My Other Youth Presentations On Slideshare