Would You Share The Last Piece Of Content You Created?

Would You Share The Last Piece Of Content You Created?
SHARE
THIS



“Would you share the last thing you created, In all honesty?”

That was the question posed by Neal Mann, digital strategist for News Corp Australia, at an event hosted by social tech provider, Livefyre in Sydney.

Mann, who made his digital mark as the multimedia innovations editor at the Wall Street Journal, says few people are willing.

“Most people don’t say yes. They don’t. Because they’ve not actually created [content] to engage an audience, they’ve created it to get it out the door.”

Mann gave a frank assessment of the state of digital in Australia based on his experience in the States. “We’re about three years behind the US,” he said.

“There are conversations going on with brands now that were had in 2011 in the US.”

However he says mobile consumption is far more advanced in Australia than America.

“It’s a huge opportunity, obviously, with mobile usage particularly on social, to actually leapfrog ahead in terms of how the US operates.”

The key to reaching the same level on all platforms as our US counterparts lies in the attitude Australian brands, publishers and companies have towards content creation. Mann argued that Australians are not deliberately making engaging content.

“It’s worth highlighting engagement on Facebook and marketing. There’s a big difference between paying for engagement which is kind of the initial stages of what happened with social. Now, if you look at the US brands in particular that are notoriously in news, they’re creating content that’s cool.”

Mann made reference to The First Kiss short film, a campaign created by lesser-known fashion brand WREN.

“It was an amazing advert, everybody shared it. It had 35 million views in two days.” The video became one of the most talked about marketing campaigns and just a month after its release, WREN increased sales by 13,600%, and website traffic by by 14,000%.

“Nobody paid a dime to share that,” said Mann.

Another example Mann referenced was Pepsi.

“Again, an amazing advert that was shared, nobody paid a dime for that. It gives you an example of where brands are in the US market and where we will get to in Australia,” he said.

Mann said Australia is currently in the headspace of paying for engagement rather than producing work that is engaging.

Fellow panelist, Robb Miller, VP for global sales at Livefyre added: “Brands can’t force the virality of content, but they can ask: is it interesting enough to share? In my experience, people open up to timeliness, authenticity, and humour in content.”

Miller said there is a difference between ‘socialising’ and ‘viralising’. He said: “Socialise is about aggregating social media content and using it on your owned properties. Viralise is just a cheeky way of saying distribution to a third party social media channel, hoping it becomes popular.”

“Something brands and organisations do here is try to engage people in the conversation, but do nothing with it,” said Mann.

In the US, Mann pointed to sports shows that stream live tweets during broadcast.

“Soon in Australia we’ll see a real step towards that fully integrated social model. The other thing is, research is showing people want to get involved across-platform. People don’t just want to be involved on TV. It’s about how that clip is then transferred to YouTube. How to get viewers involved on that? How do you bring that back to a social feed? And if you’re only offering one solution, they probably won’t even engage to begin with.”

Mann is adamant that a shift in thinking is essential in order to engage the audience from the start and keep them there. While at News Corp, Mann contributed to cross-platform success as The Australian celebrated its 50th anniversary.

“They republished front pages from history, which was great for the newspaper audience, but that’s not really that interesting to the social audience. We got them to access PDFs from a media archive and turn it into a mobile-first timeline where you put your age in and it delivers the front page from the day you were born – that’s all that anyone really cares about,” said Mann.

Mann and the panel agreed that one of the reasons Australia lags in digital is because brands and companies are risk averse, they’re waiting for a solution with proven return on investment.

Although ultimately, Mann said, it’s not just about making content go viral. It’s producing work that people actually want to share.

“In a newsroom setting I hear people ask: can you socialise this? What they mean is: make it go viral. I look at them and go: you wouldn’t even share it,” said Mann.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

McCann Creates Six ‘Unwritten Reviews’ For Melbourne International Film Festival
  • Advertising
  • Campaigns

McCann Creates Six ‘Unwritten Reviews’ For Melbourne International Film Festival

Creative agency McCann Melbourne has collaborated with local artists to ignite the senses at the Melbourne International Film Festival (MIFF). Inspired by the festival’s mission, the ‘Unwritten Reviews’ seek to bring to life the emotive response of each film through an unforgettable sensory experience – at times evoking the same response as the films. This […]

Youngbloods Launches ‘Innovate Or Die’ Event In Partnership With General Assembly
  • Advertising
  • Marketing
  • Media

Youngbloods Launches ‘Innovate Or Die’ Event In Partnership With General Assembly

Youngbloods NSW has launched its August panel event, which will see six industry leaders discuss how innovation is transforming the industry. The event will take place General Assembly’s HQ on Wednesday 1 August at 7pm. Tickets (which you can purchase here) are $20 and include booze and pizza. The line-up of speakers for the event […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine