tackling the great consumer attention deficit: sxsw panel preview

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Page 1: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

presented by:

Tackling the Great Consumer Attention Deficit

SXSW Panel Preview

Page 2: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

These days, communication is free. The problem is attention.

As new technologies and platforms emerge, marketers are consistently required to change the way they communicate. And, as audience attention spans become shorter and shorter, brands must harness new and creative forms of micro-content to evoke the same deep connections as the large campaigns of the past.

This panel will explore the evolution of consumer conversations from the era of billboards, radio, and TV spots to today. We’ll also discuss how brand marketers are responding to limited consumer attention by learning to package the same information into micro-content and through micro-promotions.

Page 3: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

then

1704The first newspaper advertisement is published in the Boston News-Letter.

1882Procter & Gamble begins advertising Ivory soap.

Marketers have always had to

adapt their message to the

mediums available.

Source: Ad Age Advertising Century: Timeline

1924Goodrich Tires sponsors the first hour long show over a network of nine radio stations.

1941WNBT airs the first TV spots, featuring a Bulova watch that ticks for 60 seconds.

1837Samuel Morse conducts the first successful experiment with an electrical recording telegraph.

Page 4: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Source: Ad Age Advertising Century: Timeline

thenOver the past few centuries, one thing has been loud and clear: every channel has its quirks. The type of broadcast medium and its audience determine what kind of content makes its way on there.

1958The National Association of Broadcasters bans subliminal ads.

1999Internet advertising breaks the $2 billion mark and nears $3 billion.

2004Mark Zuckerberg launches Facebook from his Harvard Dorm Room.

1981MTV debuts with frenetic video images that change the nature of commercials.

Page 5: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

now Marketers have innumerable

ways to reach their audiences

across paid, organic, social,

and other digital marketing

channels. As a result, they’re

tasked with getting their

message across in a way that’s

both concise and effective.

Page 6: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Before Twitter, there was the telegraph. Journalists frequently faced the constraints of time and money. As a result, their content evolved to form new words that were so frequently used that they eventually became part of the English language.

In recent times, we have hashtags from Twitter and emoticons from e-mail and IMs used in real world speech. We’ll tell the story of how brands can use historical data and observations to embrace the rapid formation of new social media platforms, and churn out stellar content to keep up with their breathtaking pace.

We, the Tweeple.

Page 7: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Platforms like Twitter and Instagram are completely revolutionizing what we consider content. Longwinded paragraphs and wordy sentences have been replaced by 140 characters or mere hashtags.

However, what is most interesting is that this is NOT new: it’s happened before with older technologies. By revisiting that era, we can pick up a few lessons along the way that brands can use to predict where their content opportunities lie.

Every channel has its quirks.

Page 8: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Brands face a quandary quite often these days. Should they focus on Facebook, or Twitter or Vine (or whatever else pops up), just because it’s new? Is their product more suited to 140 character promotion, or should they be leveraging Pinterest? In between shares, retweets and repins, brands are looking at niche ways to package their content that are suited to different social platforms instead of a one size fits all approach.

The Catch-22 for brands.

Page 9: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

These factors combine to form a glorious environment for brands, where the best kind of consumers are users of social media platforms. It’s a time to get on the radar of consumers when they are doing something enjoyable - with absolutely no investment of their money, but with the best kind of investment for brands - their time.

Social media is where everyone is at, right? It’s not just the cool factor that makes it the best place for brands to be. Social media is fast, fun and free. What does this mean when it comes down to brand and consumer interactions?

Social is fast, fun, and free.

Page 10: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

In the past, between print and television, brands have only had the option of piggybacking their content on other more entertaining pieces of content. For the first time, brands can connect with consumers through their own content, in exclusive and smarter ways. With the advent of social media, there’s no more judging popularity of TV shows to decide an ad budget. Brands can pick a message and bring it to the screens of their most important consumer - directly. No more piggybacking.

Brands can now speak to customers, not just at them.

Page 11: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

With shorter attention spans and shorter forms of content, has the volume of content brands put out there increased or decreased? We’ll do a deep dive into data to discover the answers. Looking through brand content broadcasted through print, webpages and now social media, we look at how much the volume of content has changed massively with the evolution of technology.

Brands have become aware of the massive changes in the output of their creative efforts, and how it affects volume, length, and format across the different channels available.

Do shorter attention spans mean less content?

Page 12: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

With so many social platforms and so many brands, the attention spans consumers have for marketing are at an all time low. Still, time constraints aren’t the only thing determining how many people consume content: it's also decided by the platform. Brands encounter platform-based constraints: a Tweet doesn’t long as last as a Facebook post, and neither have the staying power of a Pinterest pin.

Brands must navigate the tricky task of discovering the sweet spot to find the right consumer at the right time on the right social platform. Using data, we already know the amount of time people spend on social media networks, and the corresponding half-life of content across social platforms.

Finding the content sweet spot.

Page 13: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Featured Panelists

Page 14: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Christina Bennett, Director of Public Relations, Elizabeth Arden

Christina Bennett is the manager of public relations and social media for Elizabeth Arden, Inc. In this role, she is responsible for U.S. publicity efforts and global PR strategy for the namesake Arden skincare, color and fragrance portfolios. Additionally, she leads U.S. social media strategy and execution for the Elizabeth Arden brand. Previously, she held several positions in both U.S. and global public relations at Avon Products. Christina began her career in the beauty division of LaForce + Stevens.

A graduate of Georgetown University, Ms. Bennett holds a Bachelor of Arts degree in English and Psychology.

Page 15: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Amber Roussel, Vice President of Digital, Lippe Taylor

Amber Roussel is the Vice President of Digital Marketing at Lippe Taylor in New York City, an award-winning agency that specializes in brand communications and reaching women through innovative marketing and public relations campaigns. Her daily work revolves around providing dynamic online strategies that engage consumers on a personal level. Her team is on the cutting edge of new media to ensure that their brand clients are always modern in a market that’s constantly evolving.

Prior to Lippe Taylor, Amber founded Ah-Ha! Creative, a marketing consultancy focused on digital strategy, communications and event design. She’s worked with clients such as Elizabeth Arden, Keds, Nike Women, HP, Intel and Ford. Amber was a featured panelist on Fast Company's Social Connections and has presented at Social Media Week Berlin, Pecha Kucha New York, Altitude Design Summit, Politicopia, and Interactive Strategies Conference.

A graduate of Loyola University New Orleans, Amber holds a Bachelor of Arts degree in Communications Studies.

Page 16: Tackling the Great Consumer Attention Deficit: SxSW Panel Preview

Lakshmanan (Lux) Narayan, CEO & Co-Founder, Unmetric

Lux Narayan is the CEO and Co-Founder of Unmetric Inc, the Social Media Benchmarking company. Unmetric is a pioneer in the social media competitive intelligence space, and is quickly carving & owning a niche for itself in providing unique analytics across social media platforms like Facebook, Twitter, YouTube & Pinterest.

Lux is also a co-founder at ShareMyCake Charitable Foundation, a non profit that focuses on raising a more ‘giving’ generation of kids. He continues to be a director at Vembu Technologies, a company he previously co-founded.

A graduate of IIT Madras & IIM Calcutta, the greater part of his two decades of work experience have been at the helm of startups. The remaining years encompassed various roles in advertising, media and entertainment.

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For more information, visit www.elizabetharden.com | www.lippetaylor.com | www.unmetric.com

THANK YOUFOR YOUR

CONSIDERATION.