Ciaran O’Reilly Refresh Digital Presentation to Marketing Society The Marker Hotel
Ciaran O’ReillyRefresh DigitalPresentation to Marketing SocietyThe Marker Hotel26 September 2013
Hello!
Worked in a number of leading advertising agencies in a career spanning over 25 years.
Mainly as a Planner
Spent some time as a Brand Advisor to some leading Irish Companies
Been directly involved in Digital businesses for almost 10 years
MD of Refresh – a full service digital agency
Ciaran O’Reilly, MD & Head of Planning
What we will cover
How digital has changed what a Brand is
How digital has changed Brands relationship with media
Socialising Brands
Changing role of brands in consumers lives
Are we entering yet another new era of marketing?
How digital has changed what a brand is
Who’s in control?
• Consumers want control of brands… facilitated by technology.
• Challenge for marketers is retaining brand control while allowing consumers to interact.
What a Brand is, has changed
David Ogilvy
1960’s-2005 The Branding Era
2005 – Present The Digital Era
Value of Word of Mouth
The most recommended company in its category grows 2.5 times faster than the category
average Source: Bain & Co.
250%
Implications for Agencies
Increase the value of brands by making them the most relevant & recommended in its category
Implications for Clients
Brand Recommendation is now one of the key Brand Metrics.
Real Time Reputation Management is critical
"When you see an ad with your friend’s name in it, recall goes up by 60%. Word-of-"When you see an ad with your friend’s name in it, recall goes up by 60%. Word-of-mouth is themouth is thebest advertising. At Facebook webest advertising. At Facebook weare implementing word-of-mouth at scale." are implementing word-of-mouth at scale."
Dan Rose, VP of Partnerships and Platform Marketing, Facebook. Jan 2011
Source: Mobile Youth Economy, 100 Trends for 2012
Digital has changed Brands & relationship with Media
What makes new media new?
TV becoming a trailer for Digital
Source: Shiv Singh, Global Head of Digital, PepsiCo
A new way of looking at Media
Traditional Media Model
Paid Media
Your Brand
Paid Media
Earned Media
Owned MediaYour Brand
Digital Media Model
Digital is about socialising brands
Starting a Facebook Page is not a social strategy!
Enable Sharing of Everything you can!
For Consumers, it’s not about Social Media, it’s about Social Currency
Social Currency: The objects that makes us valuable to our
friends
Unashamedly jumped on a consumer driven meme
What’s amazing is that Paddy Power is not seen as a marketer leaping on a bandwagon
Think Like a Consumer
• Know your audience
• They have different modes for different moods – so should you
• Not one Corporate voice – each channel has different needs and different tone of voice
• Have an opinion & avoid ‘Marketing Speak’ – especially in Social Media
• Don’t be afraid to be a little self deprecating
• Encourage engagement – a relationship is two-way
Two trends emerging from Social Currency1.Gamification2.Social TV
Gamification
Gamification & Sales impact
Social TV
Social TV
• Connected TV’s integrating social activity• Integrated into EPG Middleware• Twitter & Facebook now major players in TV
industry – without making a single TV program• VOD – Timeshifted viewing with social integration
Making friends & influencing people
Consumers transmitting brands
Some brands are disproportionately more appealing to digital consumers who are
TWICE as likely to be “Transmitters” – influence others with their views
*Millward Brown, BrandZ Brand Equity Survey
99% of influencers say friends ask their opinion before making an important purchase
Source: Mobile Youth Economy,
Digital has changed Brands role in consumers lives
Difference between ‘advertising’ & ‘digital’“Advertising is about
breaking through, digital is about fitting into the more personal media rhythms of peoples day-to-day lives”
Nick Law, Chief Creative Officer, R/GA
Have to Breakthrough to Get Noticed
The role of Brands has changed
We believe in the digital era brands have two new roles:1. Becoming an open platform means becoming a ‘connection point’ to engage consumers. Need to make sure brand has something meaningful to say and be brave enough to facilitate a 2 way relationship
2. Brand Utility to play a useful role in the lives of consumers – it is simply not enough to rely on the old principles of media interruption.
Platforms : A Key Trend
“Platforms (e.g. Nike+) are worth investing in, they are an efficient and ongoing relationship. Identifying platforms that only that brand can deliver, that fits into peoples day-today lives will become more & more important.”
Final Thought: Are we entering yet another new era in Marketing?
Welcome to the Relationship Era
• 44% Nearly half of consumers are less responsive to Mass Marketing Messages (inc. those running on digital media)
• 66% of consumers are more inclined to purchase brands that allow them to share their preferences
Build Relationships not brands
• In the Relationship Era, marketing communications is almost a real-time dialogue, hyper-targetted to ever thinner slices of customer segmentation
• Enlightened marketers have unimaginable access from numerous sources to rich consumer data, enabling them to be more proactive and deliberate in ways that are unexpected and highly valued
• All leading to an ever evolving era of mass personalisation
Big Data
This is being driven by Big Data
Thank You!
@ciaranoreilly
linkedin.com/pub/ciaran-o-reilly/6/385/5/