Soap operaswerentaboutsoap3
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The document discusses how to create content that people will engage with by focusing on meeting core human needs of survival, laughter, relationships, growth, and contribution to something bigger. It argues that successful platforms like soap operas, Instagram, and Spotify provided valuable integrated content that people wanted rather than just interrupting them. The key is to find what people are passionate about, frame products around that passion, create content platforms as a conduit to that passion, and nurture the platform over time as movements take years to develop.
Soap operaswerentaboutsoap3
- 1. WHY IS THERE NO AUDIENCE FOR WHAT WE MAKE?
- 2. AT THE GOLDEN DRUM FESTIVAL, MARTIN WEIGEL GAVE AN INSPIRING PRESENTATION ABOUT
- 3. OVERCOMING INDIFFERENCE http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/
- 5. BUT, WHERE DO WE GO FROM HERE?
- 7. NO ONE CARES ABOUT YOUR WEBSITE
- 9. TWITTER, YOUTUBE, PINTEREST ARE ALL JUST NOISE
- 10. THERE IS SO MUCH INSTANTLY AVAILABLE, PUBLISHING ISN’T ENOUGH
- 11. PEOPLE DON’T CARE ABOUT THEIR SOAP’S TWITTER FEED
- 12. HOWEVER,
- 13. PEOPLE ARE SPENDING MORE TIME ON THEIR PHONES AND TABLETS
- 14. MORE TIME ONLINE AND IN APPS
- 15. MORE TIME ACROSS ALL MEDIA
- 16. AND 滨罢’厂 INCREASING 635 mins 630 mins 660 mins 693 mins 7.5% 7.0% 7.0% 6.9% 4.0% 3.4% 4.0% 2.6% 5.1% 4.5% 3.8% 6.0% 5.0% 6.0% 7.5% 9.4% 15.0% 14.5% 13.0% 16.0% 22.5% 23.5% 24.1% 21.5% 40.0% 41.0% 40.0% 39.6% 2008 2009 2010 2011 TV and Video Radio Newspapers Other Internet Mobile Magazines Note: time spent with each medium includes time spent with that medium, regardless
- 17. THE OPPORTUNITY IS OUT THERE
- 18. HOW DO WE CREATE SOMETHING THAT PEOPLE WANT?
- 24. THEY WERE PLATFORMS THAT ADDED VALUE
- 25. THEY DIDN’T JUST INTERRUPT, THEY INTEGRATED
- 26. INTEGRATED INTO WHAT WE ALREADY WANTED TO DO
- 28. WE HAVE FIVE BASIC NEEDS IN LIFE ADAPTED FROM: FIRST THINGS FIRST, ROGER & REBECCA MERRILL AND STEPHEN COVEY
- 29. FIVE THINGS WE CONSTANTLY SEEK IN ORDER TO BE FULFILLED
- 30. WITHOUT THEM WE FEEL EMPTY, INCOMPLETE
- 31. THEY ARE
- 32. 1. SURVIVAL
- 33. WE STRIVE UNTIL OUR BASIC PHYSICAL NEEDS ARE MET
- 34. FOOD, CLOTHING, SHELTER, ECONOMIC AND PHYSICAL HEALTH
- 35. 2. LAUGHTER
- 36. LIFE NEEDS TO BE MORE THAN EATING AND SLEEPING.
- 37. WE NEED ENTERTAINMENT, SMILES, HAPPINESS, LAUGHTER
- 38. 3. RELATIONSHIPS PHOTO CREDIT: Nasos Z.
- 39. WE ALL HAVE SOCIAL NEEDS TO BE MET
- 41. TO LOVE AND TO BE LOVED
- 42. 4. GROWTH
- 43. OUR MENTAL NEEDS HAVE TO BE MET
- 44. LEARNING NEW THINGS GROWING PERSONALLY AND PROFESSIONALLY
- 45. AND LASTLY...
- 46. 5. TO BE PART OF SOMETHING BIGGER THAN OURSELVES
- 47. A SENSE OF MEANING PURPOSE CONTRIBUTION TO THE WORLD GIVING BACK
- 48. TO BUILD SOMETHING THAT LASTS LONGER THAN WE DO
- 49. 滨罢’厂 WHEN WE CREATE CONTENT THAT TOUCHES THESE CORE NEEDS
- 51. IDEAS THAT FOCUS ON THESE NEEDS GO BEYOND CAMPAIGNS
- 52. THEY START MOVEMENTS ADAPTED FROM: BRAINS ON FIRE: IGNITING POWERFUL, SUSTAINABLE, WORD OF MOUTH MOVEMENTS
- 53. MOVEMENTS ARE NOT ABOUT PRODUCTS
- 56. THE PRODUCT BECOMES THE CONDUIT TO PASSION
- 57. THE PRODUCT IS THE ENABLER
- 58. WE’RE NOT IN THE BUSINESS OF IMPRESSIONS
- 59. WE ARE IN THE BUSINESS OF INTEGRATING CONTENT
- 61. CONTENT THAT MEETS CORE NEEDS
- 63. ONE AGENCY IN ORDER TO REACH WOMEN 18-49
- 64. A KEY DEMOGRAPHIC FOR HOUSEHOLD PRODUCTS
- 65. CREATED A DAILY, SERIALIZED STORY
- 66. ABOUT THE DRAMATIZED LIVES OF FAMILIES ALSO KNOWN AS
- 67. THE SOAP OPERA
- 68. SOAP OPERAS WERE NOT ABOUT SOAP
- 69. SOAP OPERAS WERE STARTED BY ADVERTISING AGENCIES
- 70. AND OWNED BY THE CLIENT
- 73. GENERAL FOODS
- 74. IN 1948, THE TEN HIGHEST-RATED DAYTIME PROGRAMS
- 75. WERE ALL SOAP OPERAS
- 76. BY THE 1970s, NETWORKS WERE AIRING 10 HOURS OF SOAPS EVERY DAY
- 77. THIS LED TO MORE CONTENT
- 81. AND PEOPLE INTEGRATED IT INTO THEIR LIVES
- 83. BECAUSE PEOPLE FELT THAT THEY WERE PART OF SOMETHING
- 85. THE ANDY GRIFFITH SHOW TV GUIDE’S 9TH BEST TV SHOW IN HISTORY http://www.cbsnews.com/2100-207_162-507388.html
- 86. THE DICK VAN DYKE SHOW http://www.emmytvlegends.org/blog/?p=6110
- 88. THE $64,000 QUESTION WAS WRITTEN, PRODUCED AND BROADCAST
- 89. COMPLETELY WITH AGENCY FUNDS http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/
- 90. REVLON SOON PICKED IT UP
- 91. WITHIN FOUR WEEKS, IT BECAME #1 http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/
- 92. REVLON BECAME #1, TOO. http://adage.com/article/adage-encyclopedia/norman-craig-kummel/98801/
- 93. AND THE GAME SHOW GENRE WAS BORN
- 94. PINTEREST, INSTAGRAM, AND SPOTIFY
- 95. ARE JUST LIKE SOAP OPERAS
- 96. PLATFORMS THAT ADD VALUABLE CONTENT
- 97. AND INTEGRATE INTO PEOPLE’S LIVES
- 98. IMAGINE IF YOU PITCHED
- 99. THE IDEA OF
- 100. INSTAGRAM
- 101. OR THE IDEA OF
- 102. PAYPAL
- 103. OR
- 104. OR MICROFINANCERS OR
- 105. THE IDEA OF
- 107. OR
- 108. OR
- 109. HOW DO WE START?
- 110. 1. FIND THE PASSION CONVERSATION ADAPTED FROM: BRAINS ON FIRE: IGNITING POWERFUL, SUSTAINABLE, WORD OF MOUTH MOVEMENTS
- 111. WHAT ARE YOUR CUSTOMERS PASSIONATE ABOUT?
- 112. HOW CAN YOU FIT INTO THEIR LIVES INSTEAD OF THE OTHER WAY AROUND?
- 113. 2. REFRAME THE PRODUCT CONVERSATION AROUND THE PASSION
- 114. 滨罢’厂 NOT ABOUT YOU AND YOUR PRODUCT
- 116. “PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT” SIMON SINEK SOURCE: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
- 117. 3. CREATE CONTENT PLATFORMS AS CONDUITS TO THIS PASSION
- 118. HOW CAN YOUR PRODUCT HELP THEM DO MORE OF WHAT THEY REALLY WANT TO DO?
- 119. NIKE+ HELPED RUNNERS GET MORE OUT OF RUNNING
- 121. MOVEMENTS TAKE TIME
- 122. IT TOOK PINTEREST 3 YEARS TO BECOME AN OVERNIGHT SUCCESS http://en.wikipedia.org/wiki/Pinterest
- 123. PANDORA NOW HAS 56 MILLION USERS BUT TOOK 12 YEARS TO GET THERE http://en.wikipedia.org/wiki/Pinterest
- 124. PEOPLE WON’T GIVE AWAY THEIR ATTENTION
- 125. BUT THEY WILL TRADE IT FOR SOMETHING VALUABLE
- 126. @marblehead jramirez@moroch.com moroch.com