DATA + CREATIVITYfriends or foes?
“The definition of creativity needs to change…we’re not in the business of advertising anymore.”
Sir Martin Sorrell, CEO WPP
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
F&CK YOUR
DATA!!!!
“Data in itself creates nothing. Data has never created wealth… it’s creativity which makes things.”
Sir John Hegarty, Founder BBH
REMOVE FRICTION BY DESIGN
Build a company to
from the customer experience
WE BELIEVE IN
DATA
200 million connected devices in 2000
50 billion connected devices in 2020
AND THE ‘INTERNET OF THINGS’ MEANS WE’VE JUST STARTED…
WITH THIS CAME THE RISE OF TRACKABILITY
93% OF CMOS ARE UNDER MORE
PRESSURE TO DELIVER MEASURABLE ROI
Source: Advertising Age “CMOs More Accountable In Proving ROI, Yet Lack Resources To Execute 20/10/2014
PROGRAMMATIC BUYING IS ON TRACK TO MAKE UP
TO 59% / $15.43 BILLION THIS YEAR
Source: CMO.com “Five Trends Driving Programmatic’s Continued Growth 21/01/2016
BUSINESS IS BEING RE-DESIGNED
WHERE IS THE ROOM FOR CREATIVITY, WHEN DATA IS ALL THE BOARDROOM
CARES ABOUT?
CANCELLED
STEP IT UP
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MAN, THIS DATA IS POWERFUL
DATA DOESN’T TELL A NEAT
STORY
CULTURE CLASH
NOT THIS GUY
THESE GUYS?
APPLIED CREATIVITY
EXPLORE + IDEATE
CREATE + VALIDATE
Applied Creativity
Time
CREATE + VALIDATE EXPLORE + IDEATE
Traditional Model
Applied Creativity + Teams of People
“If I had an hour to save the world, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about the solution.” — Albert Einstein
A WAY OF WORKING
We are identifying and solving the unknown unknowns
vision
vision
value
EXPLORE
VALIDATE IDEATE
CREATE
Here, each cycle takes just HOURS or DAYS.
it is AGILE. by nature
Rapid ideation >> validation (i.e. “agile”) is needed…
PRODUCT VISION ABSTRACT
PRODUCT VISION IS TANGIBLE
We are solving the known knowns
A WAY OF WORKING
VIRGIN Become the world’s most irresistible
brand?
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EXPLORE WITH DATA.....
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Fewer people are searching for virgin.com
0
10,000
20,000
30,000
1-Sep-08 1-Jan-09 1-May-09 1-Sep-09 1-Jan-10 1-May-10 1-Sep-10 1-Jan-11 1-May-11 1-Sep-11 1-Jan-12 1-May-12 1-Sep-12
All Organic Search Referrals to Virgin.com "Virgin" Keyword Search Referrals to Virgin.com
Virgin.com referrals from search have grown by people searching for Virgin’s brands. People searching for Virgin itself have decreased.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Conversations align with some values and not others
Smart Disruption
(49%)
Red Hot (29%)
Delightfully Surprising
(19%)
Percentage of Conversations Including Brand Value*:
Insatiable Curiosity
(4%)
Fair Play (4%)
Heart-felt
Service (4%)
What Virgin should strive for in a content strategy:
Delightfully Surprising
Insatiable Curiosity
Heartfelt Service
Red Hot
Smart Disruption
Fair Play
Content
* Out of a sample size of 900 conversations © Copyright 2012 Beyond. All rights reserved. Private and Confidential
Who’s talking about virgin and entrepreneurship?
68.1% Male
31.9% Female
Skews Male
Skews 18-35
0% Under
18
63% 18-35
34% 35-65
3% Over
65
Business/Technology Interests
Business Owner Focus
31% Business Owner Self/Employed
22% Corporate Executive
17% Works in /with Technology
11% Musician/Artist/Writer/Filmmaker
3% Student
16% Other employee type
36% General Business
20% Technology/Engineering
18% Startups
7% Sports and Fitness
6% Art and Design
5% Music
4% Travel
2% Environment
61% USA
11% UK/Ireland
7% Asia
7% Western Europe
4% Australia and N.Z.
3% South Africa
3% Other Africa
2% Central /
Latin America
2% Eastern Europe
1% M.E.
USA Focus
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Conversation is on average neutral
Negative Tone
Positive Tone
Neutral Tone
High Penetration
Low Penetration
Business Tips and Advice
Small Business Focus
Startups + Tech Culture
Young Entrepreneurship
Work/Life Balance
Social Responsibility
Sustainability
Entrepreneurship Subthemes within Social Media Conversation Takeaways
• Content could take more of a stance or instigates a response, put forth a genuinely unique idea, or looks at business from a different angle.
• Harnessing Virgin’s community of followers to write content about entrepreneurship – tech and startups in particular – could provide content on either side of the neutral line to help drive conversation.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
what emotions are surrounding the conversations?
Contest: (47%)
Anticipation: (29%)
Wonder: (8%)
Recommendation: (4%)
Experience: (1%)
Humour: (1%)
Other: (9%)
Emotive Reaction Within Conversations
31% 2% Call to Action* 20%
No reaction: 47%
*Call to action: the post actually directs users to engage with the content or with Virgin itself (e.g., “you must read this ASAP”).
Takeaway
Music festival content should build on consumers’ sense of anticipation, as well as aim to keep the experience alive after the festival itself.
What triggers reactions in the Emotive Conversations?
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Target personas Kate Randolph @kran2010 Age 20 Student Manchester, UK
“Music Festival Junkie”
Key points: • Student at university • Very outgoing, social • Knows hot music trends
What’s important to her? • Keeping up-to-date on the music fests in the UK with lineups, prices, dates and giveaways. • Having a great time dancing and listening to music with her friends, as well as meeting new people with whom she can share these fun experiences.
What’s she looking for? • Deals on tickets and special access for the music festivals she wants to attend, as well as information on early lineup releases, new venues and after-hours shows. • Fun ways to enjoy the music festivals she can’t attend from afar, via television, streaming or a combination.
• Loves to dance • Interest in sports and fitness • Uses Facebook, Twitter
James Fallow @singinjames Age 28 Independent Musician Austin, TX
“Self-made Musician”
Key points: • Devoted to his craft • Trying to ‘make it big’ • Seeking sponsorship
What’s important to him? • Making time outside of his work to write his music and practice the guitar, as well as prepare for shows, promote himself, and try to raise money for an EP. • Maintaining his musical originality and seeing its effect on people’s pleasure.
What’s he looking for? • New methods for promoting himself, financing a record, travelling to shows and finding equipment. • A means to get involved in the music community by keeping a handle on the scene and by supporting his fellow musicians.
• Side job as radio DJ • Uses Twitter, Facebook • Works at a recording studio
and a local venue at night
Sam Spear @samuelspear Age 37 Senior Account Manager, PWC London, UK
“Enthusiastic Music Advocate”
Key points: • Self-proclaimed music fanatic • Explores the current trends • Side interest in sports and art
What’s important to him? • Being the tastemaker among his group of friends by discovering the best new indie and pop artists. • Attending concerts and music festivals after work and on the weekends to meet new people and share common interests about music and other culture.
What’s he looking for? • An online content destination where he can discover new artists, read profiles and download playlists. • Exclusive behind-the-scenes looks at music festivals and concerts, ways to watch concerts and festivals he isn’t able to attend, and access passes for other shows.
• Mid-level employee • Often attends concerts • Spreads taste to peers
Target personas*
*Personas are formulated based upon the most common trends within the demographic data. They are not actual people.
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MAN, THIS DATA IS POWERFUL
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
I AM SO CREATIVE RIGHT NOW!
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
PHEW… I WAS HAVING SO MUCH FUN
I FORGOT WHERE I WAS!
I LOVE MY DATA!
KEY TAKE-OUTS
DATA HELPS DEFINE THE QUESTION
NEW IDEAS COME FROM COMBINING
DIFFERENT PERSPECTIVES
CULTURE MATCH
THANKS
bynd.com