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space150's presentation from the Student Ad Summet (#Ad2SAS) at the University of Minnesota
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Social & Mobile MediaStudent Advertising Summit
Craig KeyAssociate Media Director, space150
February 2013
Third most engaged with Facebook post in Q2’12
viral# sucks#callyourmom
social media
mediawhat is
?tools used to store and deliver information
-wikipedia
tools used to store and deliver information
-wikipedia
mediawhat is
?
tools used to store and deliver information
-wikipedia
mediawhat is
?
tools used to store and deliver information
-wikipedia
mediawhat is
?
tools used to store and deliver information
-wikipedia
mediawhat is
?
tools used to store and deliver information
-wikipedia
mediawhat is
?
tools used to store and deliver information
-wikipedia
mediawhat is
?
part one:#callyourmom
more about you than your mom.
Your phone knows
where you were last night...
Your phone knows
who you were with.Your phone knows
other stuff you would never tell your mom.
Your phone knows
how does mobile change advertising?
media
/shifting from
concept to context
demographicpsychographic
geographicmomentgraphic
Third most engaged with Facebook post in Q2’12
brands that provide utility, fun or dynamic content will win over brands rely on short bursts of one-way messaging.
/context and concept
#callyourmom
what do brands want with ?media
Image Source: Mike Goldberg http://www.flickr.com/photos/40440831@N03/4863095212/
your attention.
Image Source: “The Eyes” Fraser Davidson http://dribbble.com/shots/802933-The-Eyes
social graph / tredning /l i k e s / f a n s / b r a n d advocates / viral / word of mouth / loyalty / peer-to-p e e r / s u p e r - f a n s / relationships / followers / influencers / evangelists
viralbuzzwords
social graph / tredning /l i k e s / f a n s / b r a n d advocates / viral / word of mouth / loyalty / peer-to-p e e r / s u p e r - f a n s / relationships / followers / influencers / evangelists
viralbuzzwords
viral
viral sucks.
viralinfers that it’s better to hope for luck than to plan for success
viralimplies that being witty trumps being strategic
+ ≠
viraltries to start a forest fire, by flicking a cigarette at a pile of sticks
viralassumes that failure is because “the idea wasn’t good enough”
viralprotip: if your goal is warmth, plan, build, and nurture a fire.
anti
top harlem shake video: 23MM views
top harlem shake video: 23MM views
B-Dubs® Facebook
monthly reach: 50MM people
viral# sucks
viral# sucks
what should brands care about?
the news feed
own/space150’s strategy:
the news feed
how do you own the newsfeed?
Third most engaged with Facebook post in Q2’12
content
/own the newsfeed
Third most engaged with Facebook post in Q2’12
ads
/own the newsfeed
Third most engaged with Facebook post in Q2’12
community
/own the newsfeed
Third most engaged with Facebook post in Q2’12
technology
/own the newsfeed
Third most engaged with Facebook post in Q2’12
winning in social takes thinking, planning, trying, failing, learning, and trying again (and again).
/own the newsfeed
viral# sucks
