Post on 15-Jul-2015
transcript
TO BECOME AGNOSTIC AGNOSTIC
HOW PLATFORM
@stakon
LET’S START FROM THE REALITYTODAY YOU ARE GOING TO HEAR A LOT ABOUT HOW AMAZING WE ALL ARE, WHY VIDEO IS THE NEW HOLY GRAIL, HOW WE ROCK FACEBOOK AND OF COURSE WHY YOU NEED TO BUY ADS
NOT BY ME…
WHAT I WANT TO TALK ABOUT IS……HOW TO THINK LIKE AN AGNOSTIC*
*PLATFORM WISE
AGNOSTICISM IS ALL ABOUT CHALLENGING EVERYTHING!
BEFORE CHALLENGING EVERYTHING YOU NEED TO FACE THE TRUTH
PEOPLE DON’T WAKE UP AND SAY “OK LET’S SEE WHAT THE SUPER BRAND IS DOING TODAY”
PEOPLE WAKE UP AND TRY TO FIND WHAT
INTERESTS THEM
AND GUESS WHAT THEY POST WHAT INTERESTS THEM
THUS CREATING TONS OF “INTERESTING” CONTENT
TO FOCUS ON IDEAS AND CREATIVE VALUES AND NOT ON PLATFORMS
SO IF YOU DON’T WANT TO BE F*CKED BY THE OVERWHELMING CLUTTER OF SOCIAL MEDIA AND CREATE “DEEP ENGAGEMENT” YOU NEED…
BRAND PURPOSE
WHAT AUDIENCE
WANT
CONTENT CREATION
BUILD CONTENT THAT IS RELEVANT TO THEM
• DELIVER CONTENT YOUR AUDIENCE WANTS • MANAGE CONTENT AS AN ASSET (ROI) • THINK & ACT LIKE A PUBLISHER
MAKE SENSE
DEPENDING ON:THE AUDIENCE
THE CONTEXTTHE EXPERIENCETHE TIME FRAME
AND UNDERSTAND PLATFORMS
FAST, NOISY, TIME SENSITIVE, NEEDS A LOT OF EFFORT
VIDEO ONLY. GREAT FOR STREAMING. VERY CHEAP CPV.
EXPENSIVE CUSTOM EXPERIENCE
AMATEUR CONTENT WITH ARTISTIC
VALUE
BEST AND CHEAPEST DISTRIBUTION
PLATFORM
YOUTUBEAGNOSTICISM
THEN YOU ARE READYTO CHALLENGE
WHAT TO CHALLENGE:
EVERYBODY HAS A FACEBOOK PAGE. ACTUALLY RIGHT NOW EVEN DOGS HAVE THEIR OWN FACEBOOK PAGES
YOU NEED TO THINK HOW TO SEAMLESSLY BECOME A PART OF THE EXPERIENCE
“LET’S DO SOMETHING ON FACEBOOK”
IF DOGS HAVE FACEBOOK PAGES WHY DON’T I HAVE ONE YET?
THINK: CHALLENGECREATE: EXPERIENCE
YOU NEED TO CONVERGE YOUR EXPERIENCES WITH THEIR EXPERIENCES AND BRING CONTENT TO A PERSONAL LEVEL
+CONNECT WITH YOUR PEERS IN UNEXPECTED AND EXCITING
WAYS
+ DIFFERENTIATE YOURSELF
CONTEXTUALLY, PROMOTE YOUR
BRAND+
WHAT TO CHALLENGE:
PEOPLE CONTRARY TO POPULAR BELIEF DON’T LIKE TO BE TREATED LIKE MORONS*. THEY REACT POSITIVELY TO REAL ENGAGEMENT
* “LIKE” AND WIN A KANGAROO
“TREAT YOUR AUDIENCE LIKE MORONS”
PEOPLE DON’T READ ADS, THEY READ WHAT INTERESTS THEM. AND SOMETIMES THAT HAPPENS TO BE AN AD.
-HOWARD LUCK GOSSAGE
TAKE: INFLUENCERSBUILD: AMBASSADORS
BUILD EXPERIENCES BASED ON THEIR NEEDS AND MAKE THEM PART OF THE GAME. REWARD THEM FOR THEIR LOYALTY AND MAKE IT ALL ABOUT THEM
+ SET THE PLAYGROUND
CHOOSE THE GAME+
TAKE ADVANTAGE OF TECHNOLOGY+
LET “THEM” INITIATE THE
CONVERSATION+
WE WANTED REAL INFLUENCERS AND NOT THE “USUAL SUSPECTS” DURING LOGIN WE READ THE KLOUT SCORE OR
THE FACEBOOK FRIEND COUNT OF EACH PARTICIPANT. THE ONES WHO SCORED ABOVE OUR BENCHMARK “WON”
AUTOMATICALLY AND THEY GOT OUR CARE PACKAGE… AND THEN THEY TALKED… BIG TIME
WHAT TO CHALLENGE:
YOU NEED TO UNDERSTAND THAT BRANDS NEED TO OFFER INPUT IN ORDER TO BE PART OF THE CONVERSATION
* “GOAAAAAAAAAAAAAAAAAAL”
BRANDS CANNOT SPEAK LIKE PEOPLE
TAKE ADVANTAGE OF IMPORTANT EVENTS
THE CONVERSATION HAPPENS EITHER WAY. YOU CAN EITHER BE PART OF IT OR EITHER NOT. BUT YOU CANNOT IGNORE IT
SET UP THE ELEMENTS THAT
WILL GIVE THE TONE+
MAKE SURE YOUR CONTENT CAN BE
PLATFORM AGNOSTIC
+
JOIN THE PARTY AND PITCH IN+
WHAT TO CHALLENGE:
PEOPLE NOW HAVE THIS NEW TECHNOLOGY CALLED A SMARTPHONE. SO THEY DO CHECK IN TO SEE WHATS OUT THERE.
“SUMERTIMEEEEEEEEEEEEEEEE”
AUGUST IS DEAD AND NOBODY LOGS IN
TAKE ADVANTAGE OF THE TIME FRAME
YOU NEED TO BUILD CONTENT IN THE RIGHT CONTEXT. YOU HAVE TO ENTERTAIN AND BRING VALUE TO THE CONVERSATION
BE RECOGNIZABLE+
BE TIMELY+
BE RELEVANT+
WHAT TO CHALLENGE:
“YOU SELL MEN DEODORANTS WITH HOT LADIES AND SEX APPEAL”
STAY TUNED… AND BURN YOUR CERTAINTIES
THANK YOUStavros Kontaktsis
@stakon http://about.me/stakon
http://www.slideshare.net/avakon/how-to-become-and-agnostic-a-platform-agnostic
Photo Credits: “Death to the Stock Photo”