BETTER HANDSHAKES !!THAN EYEBALLS!!!

SXSW 2015 Thomas Minc & Edouard Minc

Despite low initial ratings, Community was saved

by fan conversations

#LongLiveLongmire saved the show by convincing

Netflix to pick it up

Paper’s article was not about

newsstand sales but about buzz

Millions attended the Pope’s South American trip but it’s his driver who got people talking…

with a selfie.

Always used a $4.5M SuperBowl

ad as a tool to kick off #LikeAGirl conversations Alibaba’s

drone delivery stunt was not only

for the 450 customers who

got their tea

WWF raised concerns not through

impressions but by getting people to have a

conversation

The perfect stunt is not about foot

traffic, it’s about treating a water-cooler discussion

topic

GET PEOPLE TALKING!

GUESS WHAT I SAW...

OMG!

4

FROM THE OLD MEDIA MODEL

TO THE NEW MEDIA MODEL

Personal consumption through

media distribution

Multi-channel distribution

Ratings Readership Audience

Repeat engagement through social conversations

Social Engagement Mentions

Earned MediaCATALYST

FROM THE OLD ADVERTISING MODEL

TO THE NEW ADVERTISING MODEL

Paid distribution of advertising

content

Paid/Owned/ Earned/Shared

distribution

Reach Impressions

GRPs

Repeat engagement through social conversations

Social Engagement Mentions

Earned MediaCATALYST

MEDIA PROPERTIES CELEBRITIES

THE MASTERS OF CONVERSATIONS

BRANDS INFLUENCERS

!

SUCCESS IS ABOUT

RETURN ON CONVERSATION

WHAT WE WANT TO TALK

ABOUT

THE NEW MODEL: SUCCESSES,

PITFALLS AND ROLE MODELS

DESCRIBE THE MECHANICS OF

CONVERSATIONS

TIPS AND TRICKS TO CREATE

CONVERSATIONS

HOW TO MEASURE SUCCESS: RETURN

ON CONVERSATION

THANK YOU!