We’re All Divas Now: How to Reach High-Maintenance Consumers with Your Brand Story at SIC2013

Post on 27-Jan-2015

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We’re All Divas Now — How to Reach High-Maintenance Consumers with Your Brand Story Consumers have taken over, and they’re driving conversations that brands once owned. They’re doing this across channels, applications, and devices. For brands and interactive marketers, this makes defining and delivering a consistent journey and value-centric story for consumers exponentially more difficult. From social editorial content planning to mobile application messaging and email communications, brands and agencies have their work cut out for them. Additionally, consumers – and their shortened attention span – have a ridiculously high bar for brand impressions. Transparency and relevancy are no longer enough. They demand value. They thrive on having and knowing things early. They socialize through sharing. Moderator: Julie Rezek, Seattle Wunderman Network Panelists: Kelby Johnson, Seattle Wunderman Network Esther Lim, Story Worldwide Jessica Michaels, BreadNButter

transcript

We’re all divas now

Big data buzz   

1,350,000,000  Search  results  for  “What  is  big  data?”                          (Yes,  that’s  billions)  

120+  TwiDer  accounts  for    

big  data  

2  million  PDFs  to  read  on  big  data  

2010:  0    2012:  9,000  

Job  search  results  for  data  scienLsts  

Source:  IBM  

112,000,000   Blog posts discussing big data 

70,000 Wikipedia “big data”

hits a month 

Every minute of the day…

YouTube users upload

48 hours of new video

Facebook users

share 684,478 pieces of content

Twitter users send over 100,000 Tweets

Brands and organizations receive

34,722 “Likes”

Instagram users share

3,600 new photos

Foursquare users

perform 2,083

check-ins

Wordpress blog owners

publish 347 new blog

posts

The mobile

web receives

217 new users

Email users send

204,166,667 messages

Consumers spend

$272,070 on web

shopping

Source:  Domo  

Create memorable experiences

Experience framework

Understand

Integrate

Build

Marry digital and empirical research to understand passions, perceptions, and motivations

Holistic thinking across all customer touch points leads to integrated planning

The magic is in compelling creative and interactive assets that drive engagement

Listening enables you to identify trends and optimize the marketing mix

Customer Ecosystem

Optimize

Craft lasting connections

People want stories. They are dying for them

“People want stories. They are rooting for us to give them the right thing.”

Great Characters

Customized Journeys

Authentic Storytelling

Compelling, Meaningful Experience

Audience Knowledge

Make your brand personable

Identify authentic areas for storytelling

Don’t be everything to everyone

Know and respect your audience

DEFINE THE STORY Understand the brand and the story you want to share

MAP BEHAVIORS AND KPIs Understand the behaviors you want to drive and the actions you want audiences to take

Map the experience journey

Awareness (Mindset) Consideration (Needs) Trial (Expectations) Behaviors/Metrics Behaviors/Metrics

All journeys roll back up to the core story

MULTIPLE SCREENS = MULTIPLE TOUCHPOINTS

E-Marketer reports that between Q1 2102 and Q1 2013 tablet search grew 85% and mobile search grew 90%

COMPLEXITY

-  Multiple OS’s -  Multiple Screen Sizes -  Targeting complexity -  Attribution complexity -  App environments

EVERYTHING HAS AN ACTION AND A VALUE, EVEN IF IT’S NOT A TRANSACTION

AWARENESS AND BRAND ENGAGEMENTS – TYPICALLY FALL HERE

EMOTIONAL

RATIONAL

SHORT & FLEETING

LONG & DEEP

DIRECT MEDIA TACTICS – TYPICALLY FALL HERE

PAID

OWNED

PAID

OWNED

EARNED

PAID

OWNED

EARNED

CREATING A VALUE EXCHANGE

DRIVING VALUE

FOR THE BUSINESS

•  Igniting and capturing active demand

•  Attracting the highest yield customer

•  Facilitating and leveraging advocacy

•  Enhancing brand perception and consideration

•  Establishing incremental value for participating or engaging with a brand

•  Using marketing as a service to enhance the customer experience

•  Provide access and assets – a reason to talk

about you

FOR THE PEOPLE

AUDIENCE + GEO + CONTEXT “CREATING CUSTOMERS WHO CREATE CUSTOMERS”

Source: P Drucker

STORYTELLING WITH DATA

Advanced Targeting & Attribution Modeling

Media & Platform

Integration

Access to Actionable

Data

Process and Organizational

Rigor

Defining KPI’s &

Measurement Rationale

Do I need a DMP? How do I find high yield customers and maximize our media budget?

Do I need to invest in mobile apps? What about mobile and tablet display?

Should I buy third party data? If so, what data matters to our business? How can I set up a testing matrix?

How do I manage our social outreach authentically and at scale? What is my POE media budget mix?

What's KPI’s matter most…. reach, clicks, engagement, brand lift, filling retargeting pools, likes etc.?

INNOVATORS