Authentic Amplification or Echo Chamber?

1. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Authen'c
Amplifica'on
or
Echo
Chamber?
Anne
Rayner
TNS
18
August
2016

2. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Going
viral
is
not
enough

3. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
3
gateways
to
long
term
memory
Novelty
Emo=on
Relevance

4. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
One
of
the
most
viral
ads
of
the
past
few
years…
…but
is
it
an
effec$ve
ad
hFps://www.youtube.com/watch?v=TPKgC8KPBMg

5. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Not
a
conversa'on…
and
no
impact
on
brand

6. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Source: http://adage.com/article/special-report-super-bowl/budweiser-pulls-puppies-super-bowl-ad-plans/301384

7. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Beyond
coun'ng
Centralised
De-­‐centralised
Hub-­‐and-­‐spoke
Spin-­‐off
Ecosystem
Uncontrolled
IDEAL

8. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
What
about
this?

9. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Also
not
a
conversa'on,
for
a
different
reason

10. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
We
need
new
insights
from
a
new
lens

11. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
What
can
we
learn
from
John
Lewis,
the
master
of
engagement?
2015
2014
Monty
the
Penguin
Man
on
the
Moon
hFps://www.youtube.com/watch?v=wuz2ILq4UeA
hFps://www.youtube.com/watch?v=iPFJAr7GDyk

12. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Great
ads
that
create
long
term
brand
impact
Novelty
Emo=on
Relevance

13. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
And
an
ecosystem
that
spans
online
and
offline
2015
2014

14. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
The
echo
chamber
hFps://www.youtube.com/watch?v=kuRn2S7iPNU

15. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Achieving
authen'city

16. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Targe'ng
communi'es,
not
influencers

17. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
@BundabergRum
#Queenslander
#Legendary
Cricket
community
Bundaberg
Rum
made
progress,
but
not
quite
there
yet

18. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
What
has
Bundaberg
Rum
learnt?
#legendary
Very
strong
campaign
idea,
tapping
into
authen=c
social
language
A
very
shareable
iden=ty
Communi=es
emerge
which
can
amplify
if
linked
to
the
campaign
Cricket
community
Resource
and
plan
to
respond
to
events
and
trends
Allan
Border
medal
#queenslander

19. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Crea'ng
Authen'c
Amplifica'on
Going
viral
is
not
enough
Amplifica=on
via
engagement,
not
through
shou=ng
louder
Target
communi=es
not
just
influencers

20. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Thank
You!
Anne.rayner@tnsglobal.com
@annefrayner

21. Authen'c
Amplifica'on
or
Echo
Chamber
–
Agility,
Automa'on
and
AI
Anne
Rayner,
TNS,
2016
Anne
Rayner
TNS
Q
&
A
Sue
York
The
Handbook
of
Mobile
Market
Research