2016 digital marketing framework
TRANSCRIPT
2016
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Digital Marketing Framework
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UX PRINCIPLES, APPLIED TO TRADITIONAL STORYTELLING
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
How to Meet Random People – Buy everyone you see a drink and before they’ve even taken a sip, ask them to come home with you.
99 out of 100 people will say no but 1 person will eventually say yes. Congrats, you scored.
That’s how traditional advertising works. It’s expensive and guarantees a minimum result.
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Don’t be these guys
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
How to Make Friends – Approach only people that look compatible. Curiously connect around common interests.
Ask them for their number and call a few days later. You scored. Call again, connect again. Score again.
That’s how digital marketing works. It takes more work and takes longer, but now you have a relationship.
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Be these guys
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
Everything Creative has a Formula – Every movie you’ve watched and every song you’ve listened to was built on a formula.
Feed your audience engaging content, incentivize them to participate, then make them an offer they can’t refuse.
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Stop going for one-night-stands and start making friends
2016 DIGITAL MARKETING FRAMEWORK
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
Storytell for Engagement
Incentivize Participation
Convert to Action
01. CONTENT
02. SOCIAL
03. EXPERIENCE
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2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
03. EXPERIENCE Convert
to Action
PURCHASE
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02. SOCIAL Incentivize
Participation
01: CONTENT Storytell for
Engagement
Lead Magnet Core Offer
RETARGET
Result
2016 DIGITAL MARKETING FRAMEWORK
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO | 7
01. CONTENT Storytell for Engagement
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Content that engages your audience rather than solely entertains them
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@BALINDSIEBER | BALIND.CO | 8
01. CONTENT Storytell for Engagement
– FORMULAS FOR ENGAGING CONTENT
– A) SOCIAL EXPERIMENT Capture an unexpected reaction from real people, based on a cultural trend B) COMMUNITY SERVICE Craft a solution that reduces friction in your audience’ lives and document its effect on them C) EXPLORATORY VIDEO Develop a story that has multiple paths or perspectives and allow your audience to choose their journey
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
01. CONTENT Storytell for Engagement
– FORMULA A) SOCIAL EXPERIMENT
– Capture an unexpected reaction from real people, based on a cultural trend
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REAL PEOPLE
Ingredients
UNEXPECTED REACTION
BASED ON A CULTURAL
TREND
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
01. CONTENT Storytell for Engagement
– E.G. COKE “REMOVE LABELS” SOCIAL EXPERIMENT
– People are asked to guess each others appearance based on meeting them in the dark
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Agency: Ogilvy – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
01. CONTENT Storytell for Engagement
– FORMULA B) COMMUNITY SERVICE
– Craft a solution that reduces friction in your audience’ lives and document its effect on them
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CRAFT A SOLUTION
Ingredients
DOCUMENT THE EFFECT
REDUCE FRICTION
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@BALINDSIEBER | BALIND.CO |
01. CONTENT Storytell for Engagement
– E.G. VOLVO “LIFE PAINT” COMMUNITY SERVICE
– Volvo developed a light reflecting paint that cyclists can apply to protect themselves
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Agency: Grey – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
01. CONTENT Storytell for Engagement
– FORMULA C) EXPLORATORY VIDEO
– Develop a story that has multiple paths or perspectives and allow your audience to choose their journey
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AUDIENCE CHOOSES JOURNEY
Ingredients
MULTIPLE PATHS OR
PERSPECTIVES
INTERACTIVE STORY
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
01. CONTENT Storytell for Engagement
– E.G. DELUXE “EXPLORE COLOR” EXPLORATORY VIDEO
– Interactive video where audience is able to click on any surface to view the color profile
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Agency: BBH – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO | 15
01. CONTENT Storytell for Engagement
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Your content is like your opening line when you meet someone new – It’s where you pique your audiences curiosity by entertaining, inspiring, or informing them
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO | 16
02. SOCIAL Incentivize Participation
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Leverage social media in ways that incentivize your audience to participate
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02. SOCIAL Incentivize Participation
– FORMULAS THAT INCENTIVIZE PARTICIPATION
– A) COLLECTIVE CREATION Allow an audience to openly contribute to aspirational content, determined through peer voting B) SKILL CHALLENGE Provide audience with fame opportunity by showcasing their skills in a way that encourages product use C) SHOW & TELL Short & inspiring demonstrations that answer common questions and encourage remixing from the audience
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
02. SOCIAL Incentivize Participation
– FORMULA A): COLLECTIVE CREATION
– Allow an audience to openly contribute to aspirational content, determined through peer voting
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ASPIRATIONAL CONTENT
Ingredients
PEER VOTING
OPEN AUDIENCE
CONTRIBUTION
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@BALINDSIEBER | BALIND.CO |
02. SOCIAL Incentivize Participation
– E.G. PLAYSTATION “GAMER MASTERPIECE” COLLECTIVE CREATION
– Audience uploaded their likeness to digital paintings, winners got theirs recreated by an artist
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Agency: BBH – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
02. SOCIAL Incentivize Participation
– FORMULA B) SKILL CHALLENGE
– Provide audience with fame opportunity by showcasing their skills in a way that encourages product use
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OPPORTUNITY FOR FAME
Ingredients
PRODUCT USE
SKILL SHOWCASE
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@BALINDSIEBER | BALIND.CO |
02. SOCIAL Incentivize Participation
– E.G. FOOT LOCKER “HORSE WITH HARDEN” SKILL CHALLENGE
– Audience challenges NBA player James Harden to a virtual game of Horse
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Agency: BBDO – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
02. SOCIAL Incentivize Participation
– FORMULA C) SHOW & TELL
– Short & inspiring demonstrations that answer common questions and encourage remixing from the audience
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SEARCH FRIENDLY
Ingredients
ENCOURAGE REMIXING
SHORT & INSPIRING
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
02. SOCIAL Incentivize Participation
– E.G. LOW’S “#HYPERMADE” SHOW & TELL
– Instagram videos that demonstrate quick, creative home projects
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Agency: BBDO – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO | 24
02. SOCIAL Incentivize Participation
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Social is like introducing new friends to hang with your old friends – Social proof has the equivalent impact on your audience as ratings & reviews have on Amazon shoppers
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO | 25
03. EXPERIENCE Convert to Action
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Digital version of your retail environment that converts your audience toward an action
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO | 26
03. EXPERIENCE Convert to Action
– FORMULAS THAT CONVERT TO ACTION
– A) SOCIAL HUB House interactive content on a single social page, where
the payoff for engaging drives to a product page B) SQUEEZE PAGE Mix product information with branded content, and social proof, to create a story that ends with an offer C) INTERACTIVE QUIZ A thought-provoking experience that categorizes the audience and provides them with recommendations
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
03. EXPERIENCE Convert to Action
– FORMULA A) SOCIAL HUB
– House interactive content on a single social page, where the payoff for engaging drives to a product page
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DRIVE TO PRODUCT
PAGE
Ingredients
INTERACTIVE CONTENT
SINGLE SOCIAL
PLATFORM
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
03. EXPERIENCE Convert to Action
– E.G. MERCEDES “BUILD A GLA” SOCIAL HUB
– Allows audience to create a custom GLA on Instagram
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Agency: Razorfish – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
03. EXPERIENCE Convert to Action
– FORMULA B) SQUEEZE PAGE
– Mix product information with branded content, and social proof, to create a story that ends with an offer
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SOCIAL PROOF
Ingredients
BRANDED CONTENT
PRODUCT INFORMATION
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
03. EXPERIENCE Convert to Action
– E.G. NEST “THERMOSTAT” SQUEEZE PAGE
– Mixture of features and benefits told through various media and woven into an interactive story
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Agency: Nest – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
03. EXPERIENCE Convert to Action
– FORMULA C) INTERACTIVE QUIZ
– A thought-provoking experience that categorizes the audience and provides them with recommendations
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CATEGORIZE AUDIENCE
Ingredients
PROVIDES RECOMMEN-
DATION
THOUGHT PROVOKING
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
03. EXPERIENCE Convert to Action
– E.G. NIKE “#BETTERFORIT” INTERACTIVE QUIZ
– Quiz that determines the 21-day training program that’s right for you, and recommends the right products
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Agency: Wieden Kennedy – View Work
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO | 33
03. EXPERIENCE Convert to Action
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Your owned experience is like inviting a friend into your home – It’s a digital version of the retail experience where you have complete control over every detail
2016 | DIGITAL MARKETING FRAMEWORK
@BALINDSIEBER | BALIND.CO |
My Name’s Balind – I’ve spent the bulk of my creative career designing experiences for digital games, advertising, and products.
In the last couple years I’ve found a new platform for interactive storytelling in the modern marketing campaign.
This framework was developed to streamline the process of generating ideas that fit within a digital marketing ecosystem.
Read more of my thinking on MEDIUM / SLIDESHARE
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Balind Sieber is a designer that applies UX principles to traditional
storytelling
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Balind Sieber