Ad:Tech Sydney: http://www.ad-tech.com/sydney
Host: Aisha Hillary, SBS (far right)
Panel: Wolfgang Jaegel, Syndacast; Dirk Freytag, ADTECH; Ruby Grennan, Triple J
As someone who works in an advertising agency, I really enjoyed hearing the perspective of the media brands (SBS and Triple J). Their brands are so powerful – they have advocates that love them, they have great assets to work with (music, TV shows, presenters) and people want to interact with them.
This session was less of a discussion and more a presentation of thoughts compared to the previous one on big ideas – there were ‘how to’ principles hidden in the session but it could have more tightly delivered on the promise in the session description.
Key takeouts
- Find ways to engage people when they’re not consuming you
- Let brand advocates do the work for you
- Business goals and conversion actions are critical (understand and measure them)
Favourite quote
“You need to be a bit fearless.” Ruby Grennan
5 points from the media brands
The Triple J and SBS examples showcased a few great principles:
1. Segment your audience, find what they’re interested in, what their quirks are and go with the momentum these communities already have
2. Have a core idea that can work in interesting ways in all channels
3. Structure your activities in phases. In the media world, pre-event (eg Hottest 100), during event and post event is useful
4. Get social with stuff that’s worth socialising about – eg Triple J’s Hottest 100 Facebook voting app where you can see how like your friends’ votes your votes are
5. It’s hard to project ROI on something that hasn’t been done before
A few other points
- Channel planning is about communicating a message to the right people at the right time; and being able to track those transactions (Dirk)
- Each client is different; not everyone has to be on Twitter or Facebook (Wolfgang)
- Wolfgang presented a case study; one thing to note if you’re not doing this now is to explore press release distribution (eg Newsmaker)
- With limited time and resources, informal and intuitive planning can get you where you need to go; SBS have carried out a segmentation study (they have 4 segments)but the day to day approach seems fluid – although informed by research
My point of view
I think the 5 media brand principles above are spot on. Work out the marketing objective, the communications goal connected to that objective and how you will measure it, segment your audience, take them on the journey with you but be useful and relevant. I know I’m ad:tech’s guest but the ADTECH and Syndacast spots felt like sales pitches and copped a bit of flack for this on Twitter. I wasn’t sure what lessons to take away from what they presented.
The Twitter stream: #atsyd1
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Related posts:
- Going beta: What ‘being brave’ can do for your advertising message and medium – Ad:tech Sydney
- How relevant is the concept of a ‘big idea’ in today’s interactive landscape? Ad:tech Sydney
- What does ‘return’ mean in today’s digital landscape? Ad:tech Sydney
- Reputation management in the digital space: challenges and opportunities – Ad:tech Sydney
- How and why CEOs are driving digital media in their businesses – Ad:tech Sydney
