ALTO regional events Sao Paulo and Bangkok
04 March 2014
| Karnteera Siripanjana and Mark Butler|| Bryan Adams || Tieca Board members|
The Power of the Contagious Brand in the Digital World by Bryan Adams
“If you want to be contagious online, good isn’t good
enough. Good kills businesses. We want to be great. We want to be contagious.” So
said Bryan Adams, Managing Director of Liverpool-based digital agency, Ph.
Creative, at the most recent ALTO Seminars in Sao Paulo and Bangkok.
He showed members how to get into the heads of their
customer and out-think their competition. “Being remarkable is achievable. It
does apply to you,” he counselled.
His session was informative, interactive and inspiring,
as Adams gave real examples of start-ups that had achieved online recognition
and even got members creating their own client personas, business objectives,
and online social media strategies.
Members were also treated to insider tips, including the
advantages of using Google + to push content out and gain visibility. Adams
also named Taboola, ButtStream and Outbrain as three key platforms that can
help give content a boost and listed HubSpot, Hootsuite, Buffer and SocialBro
as useful social media scheduling tools.
Marketers’ attitudes are changing and you need to know
your audience. “If you talked to people the way advertising talked to people,
they’d punch you in the face” noted Adams, as he stressed the importance of
remembering that at the end of every social media channel is a person. Adams
added: “we can control who is at the other end of that channel if we aim that
content at them.”
Emerging themes in digital marketing were also touched
on. Adams informed the members that the future is about mobile platforms and
YouTube. Members were also encouraged to give their content “a fantastic
opportunity” by considering which influential authors and journalists might be
interested in their content and want to share it.
Adams showed members that they didn’t need big budgets,
and could take advantage of the “big thing” happening in their industry.
“What’s the most dull, mundane industry you can think of?” Adams asked.
“Insurance”, replied one member.
Adams then gave the example of a small Australian
insurance firm that decided to capitalise on Obama’s visit to The Southern
Hemisphere in 2011 by telling the world Obama had taken out AUS$50,000
“crocodile insurance” with the company. The online reports resulted in nearly
5000 mainstream media stories being written about the insurance company in a
Flexibility in marketing was another key theme of the
talks. Adams said that despite the latest social media platforms, the biggest
commodities available to businesses are their minds. “This isn’t something you
can bolt on to your business, it’s got to be at the core, it’s got to come from
everybody. It’s a team effort. It’s a culture.”
Adams explained that audiences are too smart to buy into
contrived content and he encouraged members to get creative: “Become a good
storyteller. I think there’s a story in you.” He used the example of maverick
brand Dollar Shave Club, a small company that achieved millions of views on
YouTube in just a few hours by using humour to make their advertisement seem
Forming small groups made up of schools and agents,
Adams coached and guided members as they created a fictional client, including
name, age, hobbies and influential figures. Groups created a range of potential
clients from Computer Science student Flavio who “likes things that engage his
competitive nature”, to the cool, outgoing and very impatient Marcelo.
“For the first time in marketing, its the consumer, it’s
the customer that’s calling the shots. It’s not the marketer and it’s not the
advertiser. We have to do what the consumers want us to do, that’s the only way
we can get ahead.”
After explaining the persona of their client, members
then had to identify what solutions they offer that their client would
appreciate, as well as the end result they wanted from their client in a
business sense. These activities helped get the members’ creative juices
flowing as they thought about how they could create their own contagious
One of the most notable conclusions was the correct
combination of content, place and time, which Adams said once it is cracked,
makes social media “simple.” Adams advised members to identify their top 100
prospects, the publications they read, the influential friends they hang out
with online, and the forums and groups they hang out in. “Thinking is the
number one commodity of remarkable contagious social content. And if you take
the time and think it through, you can be remarkable.”
Bryan's presentation was well received by both members and invited guest who were given the opportunity to sample the association's professional development events. With the aim of welcoming more members from Asia and Latin America, ALTO reached out to agency associations Tieca and Belta to recommend established key player agencies who would benefit from ALTO membership. Reka Lenart, Association Manager, also had the opportunity to talk about ALTO's aims and projects to the Tieca board during a fantastic lunch.
To see Bryan's presentation please log in to the member's area and click on Bryan Adams under Document Store menu item.