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Building toward the Agency of the Future

Thanks so much to the Magnet Global team for inviting me to Milwaukee this year to participate!
by

Andrew Davis

on 18 June 2013

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Transcript of Building toward the Agency of the Future

YOU SELL
CONTENT INSPIRES
WHAT'S YOUR
STRATEGY?
TAKE 2
YOU SELL
to that face?
$868 MM @ Box Office
Best-selling DVD of All Time
"I Want a
Nemo!"
"Finding Nemo" decimated
Global clownfish populations
2003
9 YEARS LATER
WALMART
$29.99
*For illustration
purposes only.
Food
Filters
Aquariums
(Not a real fish.)
Goldfish
Chinese fighting fish
Clownfish
The 'Nemo Effect'
HOW DO
YOU SAY
'NO'
1 YEAR
POST-RELEASE
APRIL 2011
DVD RE-RELEASE
VALUABLE CONTENT
INCREASES DEMAND
FOR THE PRODUCTS AND SERVICES THEY SELL
WHY DOES
THIS
WORK?
101 Dalmatians (1961)
Dalmatian Effect
Adoption Crisis
A RISING
TIDE LIFTS ALL SHIPS
INFORMATION OVERLOAD
Just because there's more information available doesn't mean one can consume more.
THE CONTENT BUBBLE
THE ACTUAL OPPORTUNITY
Quality content over quantity.
CHASING THE
SOCIAL STREAM
KEYS TO SUCCESS
1.
Confidence to invest in the content of others and the belief that
their audience
, no matter how small, is valuable.
Humility to believe that your audience cares about more than just
your
content and your brand.
2.
3.
Willingness to pool your resources and
share your audience
with other brands and undiscovered talent.
JUNE 14, 2013
Milwaukee, WI
MAGENT GLOBAL
THIS IS A
CONTENT BRAND
THIS IS
BRANDED CONTENT
LESSONS FROM
OLD MEDIA
Appointment Consumption
Set an expectation and deliver on it.
Repeatable Format
Talent your audience trusts
Smart hook
Format builds a relationship.
A relatable personal brand.
A twist on a familiar theme.
BLOG
TO BRAND
THE FUTURE
of ALL branding is
PERSONAL
YOU'RE AT A
COCKTAIL PARTY
COCA-COLA
Joe Tripodi
Who do you
want to talk to?
Interaction
Social
"...an
interpersonal relationship
between
2 or more people
that may range from fleeting to enduring."
Digital technology gives your social interactions scale.
Brands are people-powered.
FSU STUDENT
MARKETING MAJOR
Ptolemy's
Model of the Universe
#FAIL
Search
*
*
Flickr
*
iTunes
*
Amazon.com
*
Social Networks
*
Blogs
*
Twitter
*
eCommerce
*
Tools
*
Facebook
*
Scribd
*
Bookmarking
*
News
*YOU!
*
Galilean Web Model
EXPAND
YOUR
BRAND
What if...
You could build a valuable audience outside of your website?
Ask Yourself...
If you are a Galileo or a Ptolemy?
WHAT IS A
BRANDSCAPE?
Bringing
like-minded brands
and their respective
audiences
together to create
content
that increases demand and
drives revenue
.
STARBUCKS BLENDED DRINKS!
BRANDSCAPE
AV CLUB
AV UNDERCOVER
BANDS
STARBUCKS
+
+
= SUCCESS!
PUBLISHER
TALENT
UNDERWRITER
MORE LIKE
NPR & PBS
UNDERWRITING RULE BOOK
Avoid the following:
Calls to action
Price or value information
Superlative descriptions
Qualitative claims
Direct comparisons
Inducements to Purchase
Endorsements
A DECADE
OF BATTLES
THE BATTLE FOR
THE REAL ESTATE GAME
BLINDNESS
BANNER
1994 First Banner Ad
AT&T's You Will Campaign
1995 Click-Through Rates: 78%
Today: .02%
CONTENT
Brands as publishers
ATTENTION
Web Page Lifespan: 77 Days
1998
2012
Web Page Lifespan: 72 Hours
1 Billion New Web
Pages Everyday
9 Billion New
Opportunities
to advertise
Inventory
Prices
Supply
Demand
duplicated content
Screwed
ADVERTISERS BUY MORE
WE'RE GETTING PAID LESS
ADVERTISING VALUES
QUANTITY OF IMPRESSIONS
OVER QUALITY OF AUDIENCE
THE BATTLE FOR
CONVERSATION
1%
6-8%
93%
SOCIAL MEDIA
VALUES INTERACTION
OVER IMPRESSIONS
IT ALL STARTED WITH
COMMENTS!
The evolution of value
THE BATTLE FOR
CONTENT VALUES
RELATIONSHIPS OVER IMPRESSIONS AND CONVERSATION
High-Quality, long-term relationships are the most valuable!
THE POWER OF
SUBSCRIBE!
SUBSCRIBE
JCK
ROCKSTAR
Swarovski
LONDON Jewelers
THE BATTLE TO BE NEXT TO YOUR CONTENT!
THE BATTLE TO BE PART OF THE CONVERSATION
THE BATTLE TO BE ATTACHED TO YOUR CONTENT!
17 NEW WEB PAGES PUBLISHED
EVERY SECOND
17 34 51 68 85
CMO
PIZZA
Houston, TX
1985
ADVERTISING
PUBLIC
RELATIONS
E-MAIL, PRINT...
DIRECT
EVENTS
SOCIAL
MEDIA
PROMOTIONS
INTERACTIVE
YOU
XYZ
CORP
PQR
WHY...
...Do CMO's invest in these slices?
ABC
CORP
CORP
OTHER
MARKET SHARE
for Widgets
(By Brand)
(TRADE SHOWS)
>>>INCREASE
MARKET SHARE
SEO, SEM, PPC...
CONTENT
Total Market Size
$100
10%
=$10
THE MARKETING
PIE ISN'T GETTING
BIGGER
IT'S GETTING
SLICED
MORE WAYS.
CMO PIZZA
100% of Marketing Budget
THIS IS AN
AWARENESS
PLAY
If you want to raise awareness buy ads.
INCREASE MARKET
SIZE
$100
$10
$20
$200
$300
$30
If you want to increase demand create content.
THE SECRET
RULE OF ADVERTISING
90%
/
10%
of the budget on
BUYING
TIME OR SPACE
CREATING
THE MESSAGE
of the budget on
IF YOU WANT TO
RAISE AWARENESS
BUY ADS
INCREASE DEMAND
CREATE CONTENT
IF YOU WANT TO
AIR
ASSET
(Actually buying access to audience.)
EVERYONE HAS AN
AUDIENCE
$745MM
on advertising
19 Flavors
$39MM ea.
$35 MM Air
$3.9 MM Assets
WHAT KIND OF CONTENT
COULD J&P CYCLES CREATE
A YEAR?
FOR $39MM
BUBBLE
THE CONTENT
MARKETING
MOVIE
SECRET RULE OF
20%/80%
(BUYING ADS)
ON MARKETING
THE FILM
CREATING THE
FILM
Finding Nemo
$87 MM Production Budget
$22MM Marketing
"...We're in the early stages of a content bubble, which is being inflated by the idea that brands should be publishers."
- Kyle Monson
Content-Strategy, JWT
J. Walter Thompson
"There are a few really great campaigns out there, and loads of terrible ones. The balance is such that CMOs might not want to hear about clever content campaigns anymore... because they didn't see the ROI."
Content is NOT a campaign.
A MALL
FOR YOUR MARKETING
ANCHOR
ANCHOR
ANCHORS
SET FREQUENCY
DEFINES AUDIENCE
INCREASES STAY
TENANT MIX
SPEND MORE
EXPERIENCE
Legacy Place, Dedham, MA
ASK YOURSELF...
Who already owns
your client's Audience?
THE SECRET SAUCE
PARTNERSHIPS
DRIVING RESULTS FASTER
A Subscription is a commitment
IDEA
SIMPLE
THEIR CURRENT CUSTOMER
SOMEONE HAS YOUR NEXT CUSTOMER AS
THAT IS A
BRANDSCAPE
CRAPPY WEBSITE
TEACHES COURSES
PR Anyone?
Marketing Symbiosis
Bringing like-minded brands and their respective audiences together to create content that increases demand and drives revenue.
NASCAR for your marketing
TRACKS
RUBBER
WHAT DRIVES FASHION TRENDS?
BAND
Brandscape.
JULY 2011
WHO ALREADY OWNS
CONVERSE'S CUSTOMER
?
24 MM FANS
569K
+
CONVERSE
GUITAR CENTER
+
THE POWER
OF WHAT IF...
SOLD OUT!
ANDREW
DAVIS
DEVIN
SUPERTRAMP
2010
DEVIN GRAHAM
WHAT IF...
You embraced one of your audience's life-styles and created content they'd subscribe to?
ASK YOURSELF...
What else does my audience embrace, enjoy, and believe in?
AGENCY OF THE
FUTURE
1 PART MEDIA CO.
1 PART TALENT AGENT
1 PART PRODUCTION CO.
GARNISH W/
MERCHANDISING
LICENSING
CLIENTS FROM HELL
BUILDING
THE AGENCY OF THE FUTURE
Who has your clients' NEXT customer as their CURRENT customer?
LEAD
SEED
READ
Andrew M Davis
adavis@monumentalshift.com
TOWARD>>>
WHO THE HELL
IS THIS GUY?
TODAY
2006: $4M Annual Revenue
2011: $60M Annual revenue
YouveBeenDrewed.com
YOU'VE BEEN
DREWED!
YouveBeenDrewed.com
YouveBeenDrewed.com
Full transcript