Viral Sucks: Winning With Mobile & Social
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This document summarizes a presentation about social and mobile media given by Craig Key of space150. Some key points include: 1) Mobile media is shifting advertising from demographics to context based on things like location, activities, and time of day. 2) Brands want attention on social media and want to build relationships through engaging content and communities rather than relying on short bursts of messaging or hoping for viral hits. 3) The goal for brands should be to "own the newsfeed" through strategic use of content, ads, building communities, and technology rather than assuming viral wins will happen through luck.
Viral Sucks: Winning With Mobile & Social
- 1. Social & Mobile Media Student Advertising Summit Craig Key Associate Media Director, space150 February 2013
- 3. social media
- 4. tools used to what is store and deliver media ? information -wikipedia
- 5. what is media ? tools used to store and deliver information -wikipedia
- 6. what is media ? tools used to store and deliver information -wikipedia
- 7. what is media ? tools used to store and deliver information -wikipedia
- 8. what is media ? tools used to store and deliver information -wikipedia
- 9. what is media ? tools used to store and deliver information -wikipedia
- 10. what is media ? tools used to store and deliver information -wikipedia
- 12. Your phone knows more about you than your mom.
- 13. Your phone knows where you were last night...
- 14. Your phone knows who you were with.
- 15. Your phone knows other stuff you would never tell your mom.
- 16. how does mobile media change advertising?
- 17. /shifting from concept to context
- 18. demographic geographic psychographic momentgraphic
- 19. /context and concept brands that provide utility, fun or dynamic content will win over brands rely on short bursts of one- way messaging. #callyourmom
- 20. what do brands want with media ? Image Source: Mike Goldberg http://www.flickr.com/photos/40440831@N03/4863095212/
- 21. your attention. Image Source: “The Eyes” Fraser Davidson http://dribbble.com/shots/802933-The-Eyes
- 22. social graph / tredning / likes / fans / brand advocates / viral / word of mouthbuzzwords / loyalty / peer-to- peer/ super-fans / relationships / followers /
- 23. social graph / tredning / likes / fans / brand advocates / viral / word of mouthbuzzwords / loyalty / peer-to- peer/ super-fans / relationships / followers /
- 24. viral
- 25. viral sucks.
- 26. infers that it’s better to hope for viral luck than to plan for success
- 27. implies that being viral witty trumps being strategic
- 28. tries to start a forest fire, viral by flicking a cigarette at a pile of sticks + ≠
- 29. assumes that failure is because viral “the idea wasn’t good enough”
- 30. protip: if your goal is anti viral warmth, plan, build, and nurture a fire.
- 31. top harlem shake video: 23MM views
- 32. B-Dubs ® top harlem Facebook shake video: monthly reach: 23MM views 50MM people
- 33. # viral sucks
- 34. # viral sucks
- 35. what should brands care about?
- 36. the news feed
- 37. /space150’s strategy: own the news feed
- 38. how do you own the newsfeed?
- 39. /own the newsfeed content
- 40. /own the newsfeed ads
- 41. /own the newsfeed community
- 42. /own the newsfeed technology
- 43. /own the newsfeed winning in social takes thinking, planning, trying, failing, learning, and trying again (and again). # viral sucks