chief craftsman: kostas kampakis - boussias conferences · marketing executive for various brands....
TRANSCRIPT
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Designing for Audience Engagement
Chief Craftsman: Kostas KampakisManaging Director, ForestView
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Who Am I? (and why should you care)
Hair = Used to Have Some.Lost by growing older and wiser, spending many years working as a marketing executive for various brands.
Carefree Whistle = Results!Working with dozens of great brands
since then. Making great things happen…
Dryer = Wind of Change.Switched sides from “client” to “agency”. Became director in a kickass, supercool, cutting edge technology, performance marketing, digital agency: ForestView.
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What Do I Know? (Indicative Client Experience)
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Confused? Don’t Worry. It’s Our Fault.
“User Generated Content”
“UI, UX, CX, XXX”(Hidden Vin Diesel
Reference)
“Brandformance”
“Thumb-stopping Power”
“Attention Economy”
“Virality / Sharability”
“Influencer Marketing”“Microinfluencers”
“Storytelling”
“Content Marketing”
“Machine Learning & AI”
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Less IS More, More Is Just Noise.
Fact: We are being bombarded by
exponentially increasing information.useless
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Stop the Noise & Tell me a Story.
Basics of a Story
1. Beginning
2. Middle
3. End
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Story vs Brand Story.
Beginning
Middle
End
Product Introduction
Invitation to Participate
Resolution / Celebration
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Story vs Brand Story – Functionality.
Beginning
Middle
End
Awareness
Engagement
Incremental Reach / Higher Affinity
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Story vs Brand Story – Media.
Beginning
Middle
End
Interest Targeting / Segmentation
Retarget / Share (Call to Action)
Retarget / Resolve(Call to Action)
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Create a Closed Loop.
Beginning
End
Middle
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If You Build It, They Will Come.
• We’ve got a new boat! We’re adding a new route to our destinations, connecting Heraklion, Crete with Santorini, Mykonos, Paros and Ios!
• It’s happening mid-summer. We’re launching amidst the heavy summer season and we need to get the word out FAST.
• Oh… and it’s probably our most strategic new venture for 2018. No pressure…
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Step 1 – The Beginning
What are you selling? Introduce the product / service / brand.
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Step 1 – The Beginning (Awareness)
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Step 2 – The Middle
Why should I care? What do you want me to do about it?
What’s in it for me?
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Step 2 – The Middle (Engagement)
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Πετάξτε στο Ντουμπάιόπου κάθε μέρα είναι θεαματικήEmirates
Step 2 – The Middle (Engagement)
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Step 3 – The End
Reward me. Give me something to brag about.
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Step 3 – The End (Incremental Reach)
Week 2: ~100 Entries
Week 7: ~2.000 Entries
+300.000 Reach
+30% Earned Views
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Is it Worth the Trouble?
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Thank You
Chief Craftsman: Kostas KampakisManaging Director, ForestView
Chief Craftsman: Kostas KampakisManaging Director, ForestView
Look me up on LinkedIn (preferably) and Facebook
Kickass Artwork by photographer Koichi Chiba