Literature 101, Week 6

Professor Thibeault

Understanding Hamlet

Act 1, Scene 1

April Fools!

“Getting Hamleted” Three Tragic Digital Marketing Flaws That Can Ruin Your Brand Online

Setting the Stage

The Digital World Provides More Opportunities to Become a Tragedy

The Result?

Can You Recognize Your Flaws?

A Disconnected Story a.k.a. Lonely Video

Digital Is The Stage For Your Story!

Tragedy Strikes!

That was quick!

So Is It Bad To Publish To YouTube?

When You Only Publish to YouTube…

Users Are Disconnected From Your Story

What Can You Do?

Add “annotations” to your video as Call-to-Actions Doesn’t work on mobile/tablet

Use the video description to reinforce how the video fits into your story

Annotate Your Videos

http://www.labnol.org/internet/youtube-links-to-external-sites/26209/

Annotation Example: 3 (UK Mobile Provider)

http://www.youtube.com/watch?v=Ekr05T9Iaio

Use Video Descriptions To Reinforce Your Story

The Result?

Your website

Mistaken IdentitySocial Media is not just another channel

22

Yeah! Your Story is Alive (Again)

Your Story: Act 2, Scene 2

Uh Oh.

Social Is Not Just Another Channel

What Can You Do?

Keep it in Context Be Your Audience

Keep it in Context

The Trap Of Consistency

Context Is About Targeting

Context In the Digital World

These Two Things Are Not the Same

Facebook Is Not Twitter Is Not LinkedIn

Different methods Facebook accepts long posts, inline images, and video Twitter is like Instant Messaging (but with a lot of people at the

same time) LinkedIn’s audience are business professionals

How to keep content in context Remember the audience of the social network. To whom are you

communicating? What do they want to read or see? Fit the format. Make the content relevant. If you are just re-posting stuff from

your website with links, you are treating social media like just another channel…

Tie Product Into Audience

Be Your Audience

Doing It Right: Coca-Cola

On average, at least 1 interaction per post

Interaction is conversational connecting the brand with the audience (multiple likes on the brand comments)

Not So Doing It Right: British Airways

On average, less than 1 comment per 5 or six posts

Comments are customer-service in nature, adding nothing to the conversation (not interactive)

You Can’t Engage If You Are Observing

Doing It Wrong on Twitter: Coca-Cola

Notice the distinct lack of references to anyone

Coca-Cola is just using Twitter to distribute messages

No interaction…anywhere… (no RTs, no mentions, etc.)

Doing It Right On Twitter: McDonald’s

Lots of RTs and mentions Conversations with lots of

different users Direct responses:

“Glad you liked them! RT…”

Social Engagement = Brand Equity

Among highly-satisfied consumers (satisfaction scores of 951 and higher on a 1,000-point scale), 87 percent indicate that the online social interaction with the company "positively impacted" their likelihood to purchase from that company.

Conversely, among consumers who are less satisfied (scores less than 500), one in 10 consumers indicate that the interaction "negatively impacted" their likelihood to purchase from the company.

J.D. Power and Associates 2013 Social Media Benchmark Study

Different but not Separate Mobile is an aspect of your marketing strategy

The Hunt For Your Story Has Been Called Off

But It’s Not Out of Danger Yet

Act III, Scene 1: Your Story Is Dead Again.

When You Think of Mobile as Separate

The Result?

What It Really Means…

More complicated workflow Content is treated “differently” for mobile

Slower time to market More elements of your digital presence to manage

49

Ciena: Avoiding the Tragic Flaw of Separation

Same Content, Mobile Experience

Swipe Touch

It May Seem Confusing But It’s Not Rocket Science

Stop Thinking About Devices and More About Behavior

Like Ciena

Focused workflow on creating content, not converting it Selected content management tool that provided for

automatic conversion of content through mobile “templates”

Focused on answering the question, “What kind of content do people want to see when they are not

at their computer?”

Don’t Get Hamleted!

But These Flaws Are Only Examples

Video Example? Connectedness

Social Example? Authenticity

Mobile Example? Consistency

Bad Graphic, Good Info (Thanks Microsoft)

Trust

Personalized

Authentic

Connected

Consistent

Consistent

Don’t Care About Different Devices?

“The Multi-Screen World.” Google. 2012.

Connected

Authentic

Personalized

Trust

And When You Have Trust, You Get Engagement

How Do You Build That Pyramid?

The Result For Your Online Brand?

“Serving customers relevant content, delivering experiences that are engaging instead of intrusive and, just as importantly, measuring what’s working and what isn’t so that we can improve our marketing are all critical. When marketers begin to master these things we’ll turn the corner – consumers will start to notice and we’ll start to capitalize.”

Ann Lewnes, chief marketing officer, Adobe

Maybe Hamlet Could Have Used Some Data?

Act 1 Act 2 Act 3 Act 40

5

10

15

20

25

30

Likelihood of Tragic DeathPropensity to BroodFamily Murders

Questions?