Don Draper, John Hegarty, Vanessa Paradis, Flat Eric, John Cleese, Freddie Mercury, Mike, Leo Burnett, Mark Zuckerberg, Nathan Barley, Sigmund Freud, A Lego Guy

DMA Go Integrated Conference28th March 2012

@RogerWarner - chair of DMA Social Media Council@ContentMotion

getintouch@contentandmotion.comwww.contentandmotion.co.uk

Working with Ideas: Across Channels, Departments, Disciplines

@RogerWarner / @ContentMotion

In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.

Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out.

Focused: boutique, 15 people, organised around one discipline: Social PR Engagement.

Up for it: very.

Good at it: see below...

2

We Are...

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Q1 Q2 Q3 Q4

Average Monthly TomTom Brand Mentions

Mentions

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Jan-

11

Feb-1

1

Mar-

11

Apr-11

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-1

1

Nov-1

1

Dec-1

1

Volume of TomTom Facebook Fans

Fans

5m+ views, month #1200%+ mentions

900%+ growth

@RogerWarner / @ContentMotion 3

• Mad Men

• 1960+

• Madison Avenue (get it?)

• Not much happens

• Characters...

• Drink

• Womanise

• Drink

• Smoke

• Drink and smoke

• What can we learn?

(Click)

Cue Draper / ‘Technology is a Glittering Lure’

@RogerWarner / @ContentMotion 4

• John Hegarty

• Co-Founder of Bartle, Bogle, Hegarty

• Author of Hegarty on Advertising

• Pioneers of modern advertising (esp TV)

• Founded 1982

• Levis, Audi, Lynx (Axe)

buy!

Our Advertising Man, 1982

@RogerWarner / @ContentMotion 5

There’s an App for That (...for Everything - The Lure)

“Never stop thinking like your audience...”

6

@RogerWarner / @ContentMotion 7

• (Sir) Brian Solis, Engage, 2010

• Houston, we have a problem...

Social Media, 2010, 2011, 2012

@RogerWarner / @ContentMotion 8

[On the introduction of TV advertising]

The boffins had taken over - they could bamboozle clients with all the technical jargon of this mind boggling new media. In the land of the blind, the one-eyed producer proved to be king. And these one-eyed men - and they were all men - were the kings of advertising. Until, that is, someone said ‘we need an idea.‘ And then the one eyed producers were found to be somewhat wanting...

Hegarty

It’s Not About the Plumbing

@RogerWarner / @ContentMotion9

What People Want

@RogerWarner / @ContentMotion 10

The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial...

Hegarty

People Thinking

“Ideas are everything...”

11

@RogerWarner / @ContentMotion

Chanel, Levis (Flat Eric): WTF?

(Click)

12

@RogerWarner / @ContentMotion

• Goal: be transparent, human, real, true

• But people buy brands: diamonds, Audi, Levis, etc

• Facebook: “Hey guys, what did you do this weekend?”

• Problem: lack of charisma is fatal / we can all play that game

• Problem: what magic is there to aspire to?

• What makes a brand in this environment?

• Brands are different now. 24x7, always on, support as marketing, marketing as support. How do we turn that into magic?

13

“Authenticity is, um, the Key”

@RogerWarner / @ContentMotion

Ideas and stories are everything, otherwise advertising is just information.

The trick is to make advertising interesting and relevant... Ultimately, it’s just common sense and a desire to excite people...

14

Hegarty

Ideas, Ideas, Ideas

Planning: “The opportunity has changed...”

15

@RogerWarner / @ContentMotion

The value of a great idea hasn’t changed, but the opportunity to exploit it has...

16

Hegarty

Real Change

@RogerWarner / @ContentMotion

Aim High, Start with Ideas

17

@RogerWarner / @ContentMotion 18

A Word from John Cleese...

19

Integrated, international campaign:x14 markets - C&M planned and executed

6 million + video views

200% increase positive sentiment

100%+ increase online coverage/mentions

@RogerWarner / @ContentMotion

In Store

TomTom Microsite

TomTom Facebook Page

Break Free Tab

Break FreeYouTube Channel

(all UG videos)

Content hub (backend)

Record video

Social share video

Trade-in tab

Break Free Me App

Careoke iphone

app

Record video

capture user info

Personal Facebook

Personal Twitter

Personal Blog

Email

Record video

(no app)

Social share video

QR Codes

QR Landing

Video playerembed

TomTom App Integration Map and User Experience Flow

Auto generated email with links to user's video/creation and the

BF FB page

Newsletter

View/share

BUY

TRADE IN

Facebook ads &

engagementBlogs &

News sitesBanner/

online ads

First time buyers

Non-live PND Owners

Competitor device owner

TomTom Live PND owners

Nav 2 device owner

Nav 3 Device owner

Software flashes

Targets

Engagement platforms

Radio Direct mailTraditional press

Live (local) events

TomTom Nav 2 owner

Points of entry

Booth

Trade-in info

HD traffic info

Mobile phone

Dev elements

Log user

shares

User actions

Incentives WIN (weekly)

WIN (Grand Prize)

KEY

€50 off

capture user info

RENEW SUB

WIN (daily)

Log #breakfree +@tomtom

hashtag use

Auto-populate:

#BreakFree@TomTom

Don’t try this alone!

• Multi-team

• Multi-discipline

• Developer

• Brand

• PR

• Advertising

• Retail

• Product

• etc

20

Start with User Personas, User Case, User Experiences

Expressions: Beyond the Like

@RogerWarner / @ContentMotion 22

The Power of the Verb - Putting People in the Product

WANT

Wish

Vote

GIVE!

Smile

Shave

@RogerWarner / @ContentMotion 23

Avoid Planning Like This...

Curation

Co-Creation

Adprovising

Co-Co-Co-Curation

Liquid Content

Spreadable Media

Co-Co-Co-Co-Co-Creation

TransMediaStorytelling Unit

@RogerWarner / @ContentMotion 24

Respect this Man...

@RogerWarner / @ContentMotion 25

The Creative Plan...

Change the Brief. Create a mission. Create joy and value.

Get inside people’s heads (and shoes).

Enable people to give to and share with one another.

Help people be:• Benefactors• Storytellers• Sages• Entertainers and more• ... allowing them to create personal kudos.

Think Social Capital. Use big IDEAS. Draper meets The Zuck.

Big ideas are not dead - we need GOOD IDEAS, wired for social. Plan accordingly.

Thank You! creative?

hiring! buy!