Aiden McCullen, 3XE Digital Content & Social Media Marketing Conference

Embracing the Frenemy

frenemynoun

one who pretends to be a friend but is actually an enemy

Know thy

Frenemy

Monologue

Dialogue

Trialogue

AdvertisingSolution

Saturday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Entries On-Air Social Display

Spin 1038 Social Referrals

Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-150%

10%

20%

30%

40%

50%

60%

70%

80%

42%

70%

65%

Less Space on NewsfeedLess AttentionLess tolerance for irrelevant content

More contentMore publishersMore people sharing

For Social Networks

The world’s largest accommodation provider, owns no real estate

The world’s largest taxi company, owns no vehicles

The world’s most popular media owner, creates no content

Q1 2012 Q1 2013 Q1 2014 Q1 2015 -

10,000

20,000

30,000

40,000

50,000

60,000

70,000

U.S.DomesticDomesticDomesticDomesticDomesticDomesticDomesticDomesticDomesticDomesticDomesticDomestic

InternationalInternationalInternationalInternationalInternationalInternationalInternational

InternationalInternationalInternationalInternational

InternationalInternational

Netflix Subscribers (Global)

Source: Netflix

Mill

ions

Linkedin:

The World's Largest Personalised

Business Publication

Facebook Instant

The World's Largest Personalised

Newspaper

For Publishers

“Wise men speak because they have something to say; fools because they have to say something.”

(Plato)

Sniper not Scattergun

Front Door

Rather Than

OccasionalHit

Consistency

“focus […] means saying no to the hundred other good ideas that there are. You have to pick carefully.”

(Steve Jobs)

The 4 R’s

• Right Customer• Right Message• Right Channel• Right Time

Embrace The Frenemy