Download - Better Handshakes than Eyeballs
BETTER HANDSHAKES !!THAN EYEBALLS!!!
SXSW 2015 Thomas Minc & Edouard Minc
Despite low initial ratings, Community was saved
by fan conversations
#LongLiveLongmire saved the show by convincing
Netflix to pick it up
Paper’s article was not about
newsstand sales but about buzz
Millions attended the Pope’s South American trip but it’s his driver who got people talking…
with a selfie.
Always used a $4.5M SuperBowl
ad as a tool to kick off #LikeAGirl conversations Alibaba’s
drone delivery stunt was not only
for the 450 customers who
got their tea
WWF raised concerns not through
impressions but by getting people to have a
conversation
The perfect stunt is not about foot
traffic, it’s about treating a water-cooler discussion
topic
GET PEOPLE TALKING!
GUESS WHAT I SAW...
OMG!
4
FROM THE OLD MEDIA MODEL
TO THE NEW MEDIA MODEL
Personal consumption through
media distribution
Multi-channel distribution
Ratings Readership Audience
Repeat engagement through social conversations
Social Engagement Mentions
Earned MediaCATALYST
FROM THE OLD ADVERTISING MODEL
TO THE NEW ADVERTISING MODEL
Paid distribution of advertising
content
Paid/Owned/ Earned/Shared
distribution
Reach Impressions
GRPs
Repeat engagement through social conversations
Social Engagement Mentions
Earned MediaCATALYST
MEDIA PROPERTIES CELEBRITIES
THE MASTERS OF CONVERSATIONS
BRANDS INFLUENCERS
!
SUCCESS IS ABOUT
RETURN ON CONVERSATION
WHAT WE WANT TO TALK
ABOUT
THE NEW MODEL: SUCCESSES,
PITFALLS AND ROLE MODELS
DESCRIBE THE MECHANICS OF
CONVERSATIONS
TIPS AND TRICKS TO CREATE
CONVERSATIONS
HOW TO MEASURE SUCCESS: RETURN
ON CONVERSATION
THANK YOU!