Author Archives: Alex Moss

YouTube: The Viral Perspective

Speaker:

Matthias
Content creator
YouTube
Matthias creates content for Google funded super-channels, his own successful channel, and specializes in integrating branding into his products. He was one of the first content creators on the new DreamWorks owned AwesomenessTV YouTube super-channel. His content has received millions of views on the AwesomenessTV channel and is regularly aired on Nickelodeon television. He was an agent for the 2013 Ford Fiesta marketing promotion, the “Fiesta Movement” and won ‘Best Cinematography’ for his Fiesta brand integrated commercial. Ford uses his content regularly in advertising across the web. Since starting YouTube content creation less than two years ago, he has garnered over 30 million collective views across youtube with over 140,000 subscribers.


Looking back 20 years, someone like John MacClane (Die Hard) connected with viewers because he was an average Joe being the hero. This is exactly what YouTube is, for everyone. YouTubers are real people – accessible and likable. Advertising is also much cheaper – not just PPC based ads but connecting to YouTubers to advertise within their own videos. These costs are so much lower than something such as TV.

YouTube is often looked at as unmanageable. It moves much faster than any other visual medium. Not enough companies see the company-consumer relationship within a YouTube video by a trusted YouTuber. As well as this, these YouTubers have a massive social presence on other networks such as Twitter, Facebook, Vimeo and Google+. Ads integrarted into videos are much more influencial, such as Ford:

Fiestas were given to 100 influencial YouTubers in order to make content and it really worked. YouTubers are also the best collaborators. These videos can then be used in paid ads without additional production costs. Here’s another for the launch of the iPhone 5S, including an interview with Lorem Ipsum:

There’s a lot of content but most of it sucks. The video above took 4 days and 0 budget and has now attracted 5.5m views. Spend more time on writing the content rather than producing it. There’s always going to be anomalies such as Harlem Shake and Gangnam Style – but they were extremely engaging. It created remixes and more content was produced off the back of it – which is extremely powerful. Unless you push it it’s going to fall flat on its face.

The reason why hesitation is bad news is relevancy. Timing is everything and someone WILL beat you to it.

Roland: Developing Personas – B2C in a B2B World

Speaker:

Russell Morgan O’Sullivan
Digital Marketing Manager
Roland UK
Russell is Digital Marketing Manager for Roland UK and has over 13 years of experience within digital and online roles. As Content Strategist within one of the UK’s largest insurance comparison sites, he spearheaded both content delivery and SEO strategies within an aggressively focussed market and since moved on to work across varied FMCG companies. In the last 18 months he has joined Roland UK, (manufacturer of musical instruments) where he has developed a 3 year marketing strategy, become part of Roland’s Global Web Strategy Committee and launched a new website that is 100% customer focused.


Roland is actually a B2B company, yet their interaction has to be B2C. They had to build personas in order to reach the customer directly. Roland has 450+ products – if something can make music they’ll make it. They’re the biggest seller of electronic drumkits in the UK.

User testing is great, but extremely frustrating. Some users require the most simple of tasks but really opened their eyes on how to improve the site.

“Innovation distinguishes between a leader and a follower” – Steve Jobs.

Note: much detail is in Russell’s slides which will be available soon

MoneySuperMarket.com: A Blueprint for SEO

Speakers:

David Harling
Head of Organic Performance
MoneySuperMarket.com
David has recently been appointed Head of Organic Performance for the MoneySuperMarket Group, one of the largest price comparison websites in the UK. With over 10 years of experience across marketing and media disciplines, David’s technical background has led to his tech-driven understanding towards the emergence of search engine optimisation as an industry. He has since paved the way to industry leading strategies for some of the biggest brands in UK.
Matt Roberts
Co-founder
Linkdex
Matt began his marketing career in big brand direct marketing agencies 20 years ago. Having experienced life as a Media Planner, Advertising Exec, Dot Com entrepreneur, and Digital Agency Director & Practitioner. Matt spends most of his time working closely with leading brands and agencies to gather perspectives on where the digital marketing industry is moving, advise on strategy and plan how best to leverage data and technology in marketing campaigns.


Organic search is the most trusted medium, with also search is involved in the entire buying cycle. Search needs to be priotised from the top down. SEO is not about optimising for engines – optimise for PEOPLE.

G+ and structured markup is now essential, as is knowledge graph and real-time interaction. For structured data, I may as well plug my own talk from last year at BrightonSEO.

Team interactions creates a compelling strategy. SEO is highly strategic and also delivers technical SEO excellence. Optimisation isn’t just a word. Sometimes you have a CEO doesn’t understand how to building a cultural change to make it something beyond a word and prioritise it. Influencer marketing is also essential. You need a good connection from the brand to the consumer you want to attract.

YouTube: Advertising Redefined

Speaker:

Jan Grønbech
Country Director
Google Norway AS.
Jan Grønbech joined Google almost nine years ago and has led their business in Norway from being an outsider to becoming the most important advertising channel in the Norwegian media landscape. From 1998 to 2002 he was managing director for DoubleClick Norway, which he also founded.


100 hours of video is uploaded to YouTube every minute. Without YouTube, Lady Gaga may not be as popular as she is, nobody may know who Felix Baumgartner is. People now make careers as YouTubers too – including Marcus Butler who, within a year, went from an apprentice plumber to having 2.3m followers on YouTube. Here’s Felix’s famous freefall:

“We ain’t seen nothing yet” though. Think of a grain of rice doubling, then doubling again and again and so on on a chess board. Right now, we’re approximately “square 20″ on this chessboard which means there’s plenty more coming our way…

Media is all about frequency and you’ll only reach 40% of people watching television – meaning that newspaper / DM and online advertising increases this reach but also the cost per reach % becomes cheaper. YouTube makes this great for advertisers via TrueView with the “skip ad” link. Advertisers only pay if you see the whole ad, and companies will pay more for that luxury. If you drop the idea of ambushing people’s attention by shoving videos down your throat, this will not relate any way as well as someone who WANTS to watch the advert.

YouTube is all about having a problem that watching a video will fix. You can find an answer to everything on YouTube. I’ll leave you with one video…

Hilton: Online Presence

Speakers:

Laurent Boninfante
Digital Marketing Specialist
Acquisio’s EMEA & Asia
Laurent is the Digital Marketing Specialist leading Acquisio’s EMEA & Asia team, delivering support and strategic guidance about the company’s performance media platform. Boninfante was previously Director of New Business and Strategic Accounts for Kenshoo Europe, Head of Search for OMD Digital UK and Head of Account Management at 24/7 RealMedia UK.

James Harrower
Search Marketing Manager, International
Hilton Worldwide
Head up the search marketing program at Hilton Worldwide, leading the International strategy, managing various projects and driving all search revenue into over 300 International hotels across EMEA and Asia Pacific. Prior to Hilton, James headed up the global search marketing program at British Airways.


Hilton face many ongoing challenges. With Forward 3D (PPC), Acquisio (Action Layer) and DC Storm (Data Intelligence), Hilton now have a “360″ control of any online campaign in any language.

Without context, data is useless (quote from Shari Thurow). Connecting the data between all agencies real intelligence can be seen from all campaigns. DC Storm aggregates this data to something more digestible. Forward 3D then use this aggregated data into their PPC campaign management.

No single platform meets your requirement so ensure you don’t inflate costs too much. The data that matters to you is disconnected. Thorough standard platforms and services, you reached a Productivity Plateau preventing further growth.

To do the 10% that adds value to your business, you need the 90% that doesn’t.

The reward is great though. Make sure you have a perfect business fit with any partner. Build a strong foundation with robust infrastructures and ensure you keep strong relationships.

Dell: Your Workforce as Social Brand Ambassadors

Speaker:

Margo Smale
Social Media Lead for EMEA
Dell
Margo Smale is the social media lead for EMEA Commercial at Dell. She is responsible for strategy and building presence in social media for Dell in EMEA. Margo works closely with both teams and individuals to incorporate social for listening and connecting with customers. Whether it’s events, product launches or announcements, she ensures social media is part of the mix to build Dell’s online presence. She has introduced such programmes as Social Subject Matter Experts and #DellLove in EMEA.


The key of Dell’s ethos is to have the most engaging, honest and direct conversations with customers and stakeholders. Dell is often quoted about their social media activity but essentially it can be applied for all businesses. Get people to believe in your company.

Back in 2006 Michael Dell asked how Dell could get to interact more with technical bloggers – and started from there. Dell were the first big brand using Google+ for specific campaigns including Google Hangouts.

Listen, Engage and Act.

Dell has 25,000 mentions on Twitter per day, and that’s just the English language. There’s a dedicated team of people who help to manage this. People such as Ondrej Bacina only interacts with enterprise consumers in the Czech Republic and really stick to their brand principles. They even opened up a SMaC University:

The questions for your company are:

What do you want your employees to do?
Where is your organisation in terms of social media reach?

Lenovo: Will Data Save the CMO?

Speaker:

Ajit Sivadasan, Global head of Lenovo.com


Marketing’s biggest challenge is “showing me the money”.

show-me-the-money

Unstructured data is driving a significant portion of the overall data. It requires sophisticated and clever data analysts. Real-time decision making is the ultimate goal. Data is central to each and every interaction and will drive higher accountability and efficiency – but why is this important for brands?

Ajit thinks brands are really in trouble as the Internet is changing the way brands interact with consumers. 73% of people could live without brands and there’s no real loyalty as 92% of people said they wouldn’t really miss a brand if it disappeared. The demographic of people based on a survey found that 46% of people use their smartphones to check prices online whilst still in a shop.

Lenovo’s approach involves leveraging of data to drive higher accountablity (and is extremely difficult). This includes all of the following:

  • Explicit Segmentation
  • Implicit segmentation
  • All Digital
  • Crowd Sourcing, failure rate analysis, supply chain optimisation

Predictive segmentation is also going to become more important. Build a predictive model based on demographics. Only give an offer to someone who needs it and rely on brand presence for the rest of the demographic. Using someone such as Ashton Kutcher to design a Lenovo device really helps to connect with people who are in the majority of people who just need brand recognition. But even now, analytical data is at the forefront of our lives, so much so that Hollywood movies are being made at a faster pace, such as this one starring Johnny Depp:

So, data is central to everything we’re doing. No argument. Not all data is useful. Marketing that is digital/mobile/social drives measurability. You need to change the culture of your organisation and it’s hard for people to understand. Companies have to change on all levels, not just some team in a corner. Marketers in future will drive measureable creativity (C).

That’s my story and I’m sticking to it :)

Heineken: Social Media Since 1873

Speaker:

Paul Daniel Tholen
Social Media Manager
Heineken Netherlands
Paul Tholen heads up social media for Heineken Netherlands. This consists of both strategic and tactical planning on how to build up (and maintain!) an effective social/digital presence for HNL’s beer and cider brands. Paul’s mission is to make all marketing communication better through the learnings that social media generate. Prior to his work at Heineken, Paul worked for Oxyme, an online research company that generates actionable insights from social media.


Heineken make a LOT of content. Some work, some doesn’t. Event-based content works great for them, such as Holland Heineken House sent to Sochi:

Holland Heineken House Spin Awards submission from Boomerang Create on Vimeo.

As well as this, using time-limited content can also work wonders for a brand such as this ad for 11/11/11:

Heineken-11-11-11-Nov.-2011

The question is how do you become a “Power Brand”? Content isn’t the only thing you can produce to do this. Attention to the consumer, understanding how to be clever to interact with people, stop disrupting and start enriching regardless of medium. What makes content great? Stop using the term “brand values” as this is confusing. Instead, define a Brand Promise which is more bout the substance of the produced content. Make sure it’s:

  • Relevant
  • Distinctive
  • Creditive

Content that travels proves the brand role and therefore will help you to become a power brand.

Nokia’s Digital Transformation

Speaker:

Chris Schaumann, Nokia, VP of Digital Marketing & CRM


All Media will be Digital. On any given day, you’re shown 5,000 ads. Global device sales have a huge increase and has been year-on-year since 2009. Now, you have to think about a “digital first” campaign which has taken too long to happen. Now we’re at the stage of mobile-first. Rich mobile ads are now becoming popular and is great for mobile-first marketing. Microsoft was the first large brand who took a mobile-first design, with Nokia following shortly after.

There are huge video ad opportunities. TV has 25% ad-time, but Internet has 1.5% which is great still, as it’s a good way to get a PPC campaign in order to provide lower cost but higher converting ads in rich media. This is also changing the way video ads are delivered to the consumer and growth over 2 years on video ads has doubled year-on-year.

The way people consume media has evolved and interesting thing is that social networks provide news to you rather than you looking for it. Nokia actually received the most retweets by a brand (40k+) due to a tongue-in-cheek tweet to Apple:

Our challenge is that the way we ingest data is ever-changing and makes it harder not just for marketers but for society in general. TThe winners of the 21st century aren’t going to be people who read and write but instead who learn. So how does a company get more into digital? Nokia created a program to help their team focus, and use data which is now the “new oil”. Create a KPI framework and use data to back it up and be able to use it to your advantage in your next campaign.

More info can be found on Chris’ blog.

GEOX – 7 Days of Rain

Speakers:

Richard Holley
Digital Communications Manager
Geox S.p.A.
Richard is now leading the Digital Communications team for the premium Italian footwear brand Geox, where he is overseeing the brand’s integrated digital strategy. GEOX is known for its invention of the “shoe that breathes”, and has created a cult-like following in more than 100 countries with its blend of breathable technologies and stylish Italian design. Geox‘s mission is to diffuse technological innovation, enhancing people’s daily wellbeing through products with premium comfort, breathability and impermeability. Since starting their collaboration with Norwegian creative agency SMFB in 2012, together they have won Gold at the Cannes Lions festival for their campaign “Amphibiox Urban Waterproof Shoes”. Their follow up 2013 waterproof shoe collection launch “7 Days of Rain” also recently picked up Grand Prix at Euro Best, while the “Geox – Scream Challenge” sponsorship activation viral surpassed 1,000,000 organic unpaid views within only a few weeks of its launch.
Kristian Kristiansen
Account Director / Partner
SMFB
Kristian Kristiansen (KK) is an enthusiastic individual with a strong understanding of the brand marketing & sales process. Experienced in the hands-on deployment of related strategies and well skilled in project and team management. KK is always looking to further develop his marketing, communication & managerial skills, and gain deeper understanding of the full sales, consumer and marketing process. KK seeks to working with companies and brands that challenge him on a day-to-day basis and push him to the limit of his knowledge and expertise.


GEOX is based in Treviso, Italy. Mario Polegato, the founder of GEOX, decided to poke holes into his shoes to make his feet cooler. He found a membrane that make a “breathable” shoe. He was turned down by many companies so decided to make his own. It’s now a 1 Billion EUR per year company.

For the past 2 years, digital has been at the forefront of GEOX along with research into new shoe technology. They created a new product with an improved membrane for a waterproof shoe but still needed a Winter technology to increase “off season” sales.

Amphibiox

To execute this properly, there needed to be proof that was easy to understand and easy to experience. Here, the best thing to do was to take these shoes to the wettest place on Earth. Cherrapunjee in India was the destination at the Indian/Bangladesh border. Why not watch the video about the experience :)

GEOX then made a completely interactive microsite to experience all the collection and go into detail for the really technical (and emotional) store. They then decided to make the idea more technical and comedic, such as this “7 Days of Rain” campaign.