data and creativity: friends or foes?

DATA + CREATIVITYfriends or foes?

“The definition of creativity needs to change…we’re not in the business of advertising anymore.”

Sir Martin Sorrell, CEO WPP

© Copyright 2013 Beyond. All rights reserved. Private and Confidential

F&CK YOUR

DATA!!!!

“Data in itself creates nothing. Data has never created wealth… it’s creativity which makes things.”

Sir John Hegarty, Founder BBH

REMOVE FRICTION BY DESIGN

Build a company to

from the customer experience

WE BELIEVE IN

DATA

200 million connected devices in 2000

50 billion connected devices in 2020

AND THE ‘INTERNET OF THINGS’ MEANS WE’VE JUST STARTED…

WITH THIS CAME THE RISE OF TRACKABILITY

93% OF CMOS ARE UNDER MORE

PRESSURE TO DELIVER MEASURABLE ROI

Source: Advertising Age “CMOs More Accountable In Proving ROI, Yet Lack Resources To Execute 20/10/2014

PROGRAMMATIC BUYING IS ON TRACK TO MAKE UP

TO 59% / $15.43 BILLION THIS YEAR

Source: CMO.com “Five Trends Driving Programmatic’s Continued Growth 21/01/2016

http://cmo.com

BUSINESS IS BEING RE-DESIGNED

WHERE IS THE ROOM FOR CREATIVITY, WHEN DATA IS ALL THE BOARDROOM

CARES ABOUT?

CANCELLED

STEP IT UP


MAN, THIS DATA IS POWERFUL

DATA DOESN’T TELL A NEAT

STORY

CULTURE CLASH

NOT THIS GUY

THESE GUYS?

APPLIED CREATIVITY

EXPLORE + IDEATE

CREATE + VALIDATE

Applied Creativity

Time

CREATE + VALIDATE EXPLORE + IDEATE

Traditional Model

Applied Creativity + Teams of People

“If I had an hour to save the world, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about the solution.” — Albert Einstein

A WAY OF WORKING

We are identifying and solving the unknown unknowns

vision

vision

value

EXPLORE

VALIDATE IDEATE

CREATE

Here, each cycle takes just HOURS or DAYS.

it is AGILE. by nature

Rapid ideation >> validation (i.e. “agile”) is needed…

PRODUCT VISION ABSTRACT

PRODUCT VISION IS TANGIBLE

We are solving the known knowns

A WAY OF WORKING

VIRGIN Become the world’s most irresistible

brand?


EXPLORE WITH DATA.....


Fewer people are searching for virgin.com

0

10,000

20,000

30,000

1-Sep-08 1-Jan-09 1-May-09 1-Sep-09 1-Jan-10 1-May-10 1-Sep-10 1-Jan-11 1-May-11 1-Sep-11 1-Jan-12 1-May-12 1-Sep-12

All Organic Search Referrals to Virgin.com "Virgin" Keyword Search Referrals to Virgin.com

Virgin.com referrals from search have grown by people searching for Virgin’s brands. People searching for Virgin itself have decreased.


Conversations align with some values and not others

Smart Disruption

(49%)

Red Hot (29%)

Delightfully Surprising

(19%)

Percentage of Conversations Including Brand Value*:

Insatiable Curiosity

(4%)

Fair Play (4%)

Heart-felt

Service (4%)

What Virgin should strive for in a content strategy:

Delightfully Surprising

Insatiable Curiosity

Heartfelt Service

Red Hot

Smart Disruption

Fair Play

Content

* Out of a sample size of 900 conversations © Copyright 2012 Beyond. All rights reserved. Private and Confidential

Who’s talking about virgin and entrepreneurship?

68.1% Male

31.9% Female

Skews Male

Skews 18-35

0% Under

18

63% 18-35

34% 35-65

3% Over

65

Business/Technology Interests

Business Owner Focus

31% Business Owner Self/Employed

22% Corporate Executive

17% Works in /with Technology

11% Musician/Artist/Writer/Filmmaker

3% Student

16% Other employee type

36% General Business

20% Technology/Engineering

18% Startups

7% Sports and Fitness

6% Art and Design

5% Music

4% Travel

2% Environment

61% USA

11% UK/Ireland

7% Asia

7% Western Europe

4% Australia and N.Z.

3% South Africa

3% Other Africa

2% Central /

Latin America

2% Eastern Europe

1% M.E.

USA Focus


Conversation is on average neutral

Negative Tone

Positive Tone

Neutral Tone

High Penetration

Low Penetration

Business Tips and Advice

Small Business Focus

Startups + Tech Culture

Young Entrepreneurship

Work/Life Balance

Social Responsibility

Sustainability

Entrepreneurship Subthemes within Social Media Conversation Takeaways

• Content could take more of a stance or instigates a response, put forth a genuinely unique idea, or looks at business from a different angle.

• Harnessing Virgin’s community of followers to write content about entrepreneurship – tech and startups in particular – could provide content on either side of the neutral line to help drive conversation.


what emotions are surrounding the conversations?

Contest: (47%)

Anticipation: (29%)

Wonder: (8%)

Recommendation: (4%)

Experience: (1%)

Humour: (1%)

Other: (9%)

Emotive Reaction Within Conversations

31% 2% Call to Action* 20%

No reaction: 47%

*Call to action: the post actually directs users to engage with the content or with Virgin itself (e.g., “you must read this ASAP”).

Takeaway

Music festival content should build on consumers’ sense of anticipation, as well as aim to keep the experience alive after the festival itself.

What triggers reactions in the Emotive Conversations?


Target personas Kate Randolph @kran2010 Age 20 Student Manchester, UK

“Music Festival Junkie”

Key points: • Student at university • Very outgoing, social • Knows hot music trends

What’s important to her? • Keeping up-to-date on the music fests in the UK with lineups, prices, dates and giveaways. • Having a great time dancing and listening to music with her friends, as well as meeting new people with whom she can share these fun experiences.

What’s she looking for? • Deals on tickets and special access for the music festivals she wants to attend, as well as information on early lineup releases, new venues and after-hours shows. • Fun ways to enjoy the music festivals she can’t attend from afar, via television, streaming or a combination.

• Loves to dance • Interest in sports and fitness • Uses Facebook, Twitter

James Fallow @singinjames Age 28 Independent Musician Austin, TX

“Self-made Musician”

Key points: • Devoted to his craft • Trying to ‘make it big’ • Seeking sponsorship

What’s important to him? • Making time outside of his work to write his music and practice the guitar, as well as prepare for shows, promote himself, and try to raise money for an EP. • Maintaining his musical originality and seeing its effect on people’s pleasure.

What’s he looking for? • New methods for promoting himself, financing a record, travelling to shows and finding equipment. • A means to get involved in the music community by keeping a handle on the scene and by supporting his fellow musicians.

• Side job as radio DJ • Uses Twitter, Facebook • Works at a recording studio

and a local venue at night

Sam Spear @samuelspear Age 37 Senior Account Manager, PWC London, UK

“Enthusiastic Music Advocate”

Key points: • Self-proclaimed music fanatic • Explores the current trends • Side interest in sports and art

What’s important to him? • Being the tastemaker among his group of friends by discovering the best new indie and pop artists. • Attending concerts and music festivals after work and on the weekends to meet new people and share common interests about music and other culture.

What’s he looking for? • An online content destination where he can discover new artists, read profiles and download playlists. • Exclusive behind-the-scenes looks at music festivals and concerts, ways to watch concerts and festivals he isn’t able to attend, and access passes for other shows.

• Mid-level employee • Often attends concerts • Spreads taste to peers

Target personas*

*Personas are formulated based upon the most common trends within the demographic data. They are not actual people.


MAN, THIS DATA IS POWERFUL


I AM SO CREATIVE RIGHT NOW!


PHEW… I WAS HAVING SO MUCH FUN

I FORGOT WHERE I WAS!

I LOVE MY DATA!

KEY TAKE-OUTS

DATA HELPS DEFINE THE QUESTION

NEW IDEAS COME FROM COMBINING

DIFFERENT PERSPECTIVES

CULTURE MATCH

THANKS

bynd.com

data and creativity: friends or foes?

Data & Analytics