eDay 2013 - Tom Himpe - The Upside

#inthemoment@tomhimpe

we are an innovation plug-in

We unlock the upside of digital change

prolific

1

For messages to be heard in 2020, brands will need

to create an enormous amount of useful,

appealing, and timely content.

- Harvard Business Review

For messages to be heard in 2020, brands will need

to create an enormous amount of useful,

appealing, and timely content.

- Harvard Business Review

So let’s talk about quantity

So let’s talk about quantity

So let’s talk about quantity

There will be billions of interaction points that will place enormous demands on brands to create and

deliver just the right piece of content.

- McKinsey

we’ll all be making more content

generating more interactions

with less means

from telling one big story, once a year

to telling hundreds of stories, all day and every

day

and ensuring all of these individual stories add up

In search of new content production models

“in less than a year (!), Ze Frank has recruited a talented team of video producers who have created 570

videos, with over a hundred videos passing 1 million views each, 350 million total views, and 2 million

YouTube subscribers.”

- from Buzzfeed internal memo

In search of new content production models

In the coming years we will expand BuzzFeed

University to train brands and agencies in the

“BuzzFeed way”

audience-centric

2

Understanding out the audience of your live campaign

“In the future, maybe half of our efforts will take place after a campaign starts.”

agile

3

the real value of a piece of content is the interaction /

connection it can bring about

1 bathroom1 actor

1 bathroom1 actor

and a lot of props

1 (ready-made) set1 group of actors

1 tweet

Agility comes in handy in times of crisis

Agility comes in handy in times of crisis

Agility comes in handy in times of crisis

Agility?But what about this then?

high end

vs

high speed

heavyweight

vs

lightweight

“Many, lightweight interactions over time is how we’re wired to build deep, emotional connections.

Therefore, our marketing plans should be built around this insight.”

- Paul Adams, Head of Brand Design at Facebook

“The majority of effort and spend will be supporting an always-on strategy based on many, lightweight interactions

over time to build deep relationships and loyalty.

A minority of effort and spend will be supporting a small number of heavyweight interactions with true fans to

achieve specific goals (mostly around driving awareness of new things)”

- Paul Adams, Head of Brand Design at Facebook

In this sea of real-time content, does your brand message consistently rise to the top?

to

The big shifts ofreal-time marketing

production value

generic

originality

messaging

made-up life

sought creativity

inventing from scratch

research

talk value

niche & personal

engagement

conversation

real-life

found creativity

hijacking

real-time data

ALAN SUGAR BOOKSIGNING

how to translate Alan Sugar’s “quirky” personality in an

engaging way?

51

ALAN SUGAR BOOKSIGNING

Winner of the Guardian

Digital Innovation award

2012.

ALAN SUGAR BOOKSIGNING

how can we introduce a collection through a personalised “money can’t

buy” experience?

111 portraits created uploaded to a Facebook gallery on the day, with the original, signed portraits framed and sent to their subject in the post soon after.