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News & Press: Events 2014

ALTO regional events Sao Paulo and Bangkok

04 March 2014   (0 Comments)
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 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 week.

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 like entertainment. 

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 content online.

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.