The Age of relevance #SMSummit2015

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THE AGE OF RELEVANCE

Online information

discovery has evolved

over time

The Search

dominated web

Web 2.0 with

Social Bookmarking

Personalized

Recommendations

Personalized

Serendipity

evolving to context-driven reputation systems and algorithms

Social media lost its obsession with follower numbers and traffic

The battle against information overload is sometimes

presented as a choice

Relevance & Popularity

Relevance is very dynamic – it depends on the needs of a

person at a specific point in time.

How to craft relevant stories?

Scenario Planning is

like waging a war

Crafting all

possible outcomes

How is it applied in social?

Opportunistic

Big event (external or brand events)

where the content about that big event

is known.

Topics/events /things that are

bound to happen or are most likely to

happen.

Everyday trends that come and go

within hours or may last for days.

Unpredictable micro-events or

coincidences that are happening during a big specific event.

PROACTIVEPlanned

Every-DayREACTIVE

Watchlist

War Room

Content Calendar

Agile Process

Spark Ingenuity

THE ART OF RELEVANCE

ART OF RELEVANCE RULES OF ENGAGEMENT

BE SHORT &

QUICK

Key Elements Success Factors Key Trends

• Fun & Entertaining

• Informational

• Inspirational

• Relevant

• Motivational Fit

• Monetary Reward

• Right Channel Selection

• Right Technology

• Deliver message in the

right way

• Enhance amplification

Multi screens for single story

Snackable Videos

ReactvertisingCRAFT

STORIES

ADEQUATE

TECH

ART OF RELEVANCE RULE #1: BE SHORT AND QUICK

Creativity, hyper-lapse and infinite playing; these are characteristics blended into short videos loved by

the online audience.

3 to 15 second video snippets have become the key platform for relevance

Teach & Invite

the CrowdGE – #6secondscience

Embrace

the MediumSamsung Mobile – Unboxing

Snackable Video

Infinite

EntertainmentNike Football (Soccer)

General Electrics 6-Second Science Fair

What is it?

• General Electrics hosted the first science fair held on Vine

that made science look fun

How does it work?

• GE created creative and visually interesting science related

videos in series

• The audience were invited to submit their own science Vine

and share it on Twitter with the hashtag #6secondscience.

Vine celebrities, such as Rudy Mancuso, Jordan Burt and

Jethro Ames were invited as well.

• Selective videos were shared and retweeted by GE and

curated on GE’s 6second science Tumblr

Snackable Video

Samsung Mobile US

Snackable Video

What is it?

• But for the Galaxy S6 and Galaxy S6 edge, how can we do

entertaining professional versions of the typically amateurish

unboxing film.

How does it work?

• Unboxing videos are a pretty big deal these days, largely

because they're seen as more "honest" than commercial brand

videos, with real people unpacking their shiny new gadgets

from their packaging and taking them for a spin.

S6 Unboxing

Nike Football #RISKEVERYTHING & #MAGISTA

What is it?

• World-class soccer players showing soccer movements

that “never end”

How does it work?

• Word-class soccer players, such as Andrés Iniesta,

Neymar Júnior, Sean Garnier, Mario Goete, etc. showed

their soccer movements wearing Nike soccer boots with a

Nike soccer ball

• The movements were coordinated to loop infinitely

Neymar Jr. has been waiting for this

moment forever. #riskeverything

Iniesta could do this all day.

#Magista

#Magista is doing what others

can’t. Can you top Séan Garnier’s

skills? Tag your Vines with

#riskeverything

Think you've seen every move?

Mario Goetze disagrees. #Magista

Snackable Video

New media generates new scheme of contents and new way of communication

Understand unique characteristics of media and create contents that

consumers react to

Don’t just ask people to like your content; let them to create one for you

Snackable Video

Implications

ART OF RELEVANCERULE#2: CRAFTING STORIES

Reactvertising

Response KitKat - We#Break

Coined by John St. Toronto for conducting a parodic campaign combining real time marketing and

hashtag hijacking on viral issues both online and offline

DialogueMobily Marzouq

Arby’s - Can we have our hat back?

KitKat We #Break

What is it?

• When iPhones went through the #bendgate issue, multiple brands

reacted to it with wit and creative content. KitKat was one of them to

bring out their trait of “breaking”

How does it work?

• The well-timed and relevant Tweet had the copy “We don’t bend, we

#break” and thus cleverly talked about both its product trait and

made it relevant to the bendgate issue

• Moreover, the simple image and copy made it shareable and

entertaining for Twitter users

Reactvertising

Mobily MARZOUQ

What is it?

• When Mobily revamped its loyalty program Neqaty, they needed to

let subscribers know about the benefits

• Saudis interact with their favourite celebrities on Twitter, where

Mobily took the opportunity to create one

How does it work?

• Marzouq was created. An actual customer service rep whereby

Mobily applied a strategy to develop his charm and turn him into a

twitter celebrity.

• Marzouq doesn't just have answers about Mobily, but was able to

respond to just about any query no matter how bizarre or off the

well

Reactvertising

Arby’s Can we have our hat back?

What is it?

• When Pharrell Williams appeared on TV with his “Mountain hat”

that became famous/infamous, Arby’s reacted to it requesting it to

be returned to Arby’s

How does it work?

• When Pharrell Williams wore a Vivienne Westwood

hat that very closely resembled the Arby’s logo, Arby’s uploaded a

Tweet asking for it to be returned.

• Not only did Pharrell sell the hat “back” to Arby’s through an

auction for $44,100 but donate the money to charity that helps

children learn through technology and arts

Reactvertising

Use the Right Issues, Be in the Right Conversations, Be Relevant

Be Ready, Make the Process Work

Implications

Reactvertising

ART OF RELEVANCE RULE #3: MULTI-SCREEN FOR A SINGLE STORY

Multi-Screen for a Single-Story

Campaigns are using multi-devices as a crucial part of completing a user experience built on a single

message.

Multi-Devices

to InteractING Direct – Moon, A Story You Can Turn Around

Single Content

via Multiple

DeviceNorton – Enjoy Your Privacy

Multi-Screen for a Single-Story

What is it?

• “Moon” is a story you can “turn” whenever you

want, literally.

How does it work?

• A website shows an animation describing the

gloomy life of a child who has no access to

education.

• If you “turn” your mobile device 180 degrees, the

child’s life in the website is also “turned” into a

happier alternative life if he had access to

education.

• The website aims to deliver a message that a

life can be turned around through donating

to UNICEF.

Moon, A Story You Can Turn Around ING DIRECT

Multi-Screen for a Single-Story

What is it?

• Enjoy Your Privacy is a virtual hack into your

phone that prevents a real one.

• Norton created a multi-screen story to shatter

people’s apathy and dramatize the risks of not

protecting the information stored on mobile

devices.

How does it work?

• Not only were the 7 characters’ stories displayed

on the monitor, their personal device

information – photos, texts, passwords –

could be hacked via user’s mobile device.

Enjoy Your Privacy Norton

Multi-Screen for a Single-Story

Implications

Different Device for Differentiated Usage

Different Media for Differentiated Content

THANK YOU