2. Always-On is not making a lot of noise in thehope of
distracting or grabbing attention Stefan Augello
3. Always-On is not real-time Stefan Augello
4. Always-On is not customer relationshipmanagement via social
tools Stefan Augello
5. Always-On IS a journey made up of valuable
communicationcontent. Everything from campaign messaging to
deeperbrand experiences.
6. Typically we produce campaigns based on a BIG Idea with
thefocus on D-Day (Product Launch).
7. Moving away from the Big Idea, withAlways-On we create many
small ideasthat stitch together to form oneL-O-N-G idea Gareth
Kay
8. With TV, games and entertainment, the approach withalways-on
marketing is to have one story world made up ofmany small pieces of
content where the L-O-N-G idea willplay out. content content
content content content Story world Adaptation of Robert Prattens
model
9. With verticals such as FMCG, B2B, Retail, we anchorcontent
to a brand purpose or ideal. The smaller pieces ofcontent emanate
from the brand purpose/ideal and helpform the L-O-N-G idea.
RiechesBaird
10. Each piece of content produced is designed to be consumed
individually and should tie back to the story world or brand ideal.
However, the experience of connecting all of the pieces of content
together is greater and more satisfying than the sum of all parts.
content content content Whole is more satisfying than the sum of
all partsAdaptation of Robert Prattens model
11. Each piece of content should provide value to the user.
This value will generate earned media and hopefully 2nd, 3rd, and
4th generation earned media. Information Emotive Value Utility
Monetary EntertainmentSteve Sponder
12. CAUTION! This does not mean we create a lots of shit.The
content needs to be well thought through, but notperfect.
13. To ensure we are developing content that has true value,it
needs to be agile. We should iterate, test, learn and killwhere
necessary. Thanks to Made by Many and David Armano
14. Where possible, the content should deliver feedback,which
will enable us to iterate. There are two layers offeedback
response:1. Conversation Conversation2. Participation Participation
Audience Marketing Content Adaptation of Christopher Penns
model
15. Each piece of content can be communicated across different
channels to achieve earned media. To reach the target audience, we
can use methods such as propagation planning. Both Always-On and
PONBE are compatible with the L-O-N-G idea.Steve Sponder
16. So to recapAlways-On IS a journey made up of valuable
communicationcontent. Everything from campaign messaging to
deeperbrand experiences.When planning always-on marketing think:
Frequency (small pieces of content) Agility (content iterations)
Duration (the L-O-N-G idea)