four rules for dealing with a digital reality

Four rules for dealing with a digital reality

Presented by Jeff Lippold

@feffrey

Digital Strategy Director APACEuro RSCG APACeurorscg.co.jpjefflippold.blogspot.com

photo used under creative commons license from flickr user jeffreyw http://www.flickr.com/photos/7927684@N03/5548840388/

HASHTAGS

#fourrules #IMMAPSummit2012

WHAT THE #FOURRULES ARE ABOUT

Consumers

Location

Storytelling

Everywhere

RULE 1:THE CONSUMER WILL CONTROL OUR CONTENT

THAT MULTITASKS Difficult to grab people’s attention

Half spent on the essentials (47%, 20.3 hrs)

Work 6.4 hrs

Sleep 7.1 hrs

Chores, errands, cooking, cleaning 2.9 hrs

Commuting 1.2 hrs

School 2.7 hrs

8.7 hrs with media (20%) 3.6 hrs using the Internet 2.5 hrs watching TV 1.3 hrs radio 0.7 hrs newspaper 0.6 hrs magazine

7.9 hrs with technology (18%) IM, landline phone, cell phone, SMS, MP3 player, online/console games, PDA, online journals/blogs, emailing, listening to music (not radio), going to movies

6 hrs w/ Family & Friends (14%) 4.5 hrs w/ Family 1.5 hrs w/ Friends

AND MULTI”ASKS”We listen to each other

Source : Edelman Trust Barometer 2012 by Edelman

ESPECIALLY IN ASIAWhere social is dominant

Create content

Update status

Post on BBS, reviews, etc

Tag, keep an RSS feed, vote, etc

Join/maintain social media networks, etc

Watch, but don’t participate (lurkers)

Don’t participate

FOR BRANDS: CREATES RISKSOrganizations, authority figures can rise up against you

FOR BRANDS: HAS IT’S OWN REWARDSto spread or to build

RULE #2: LOCATION IS WHERE IT’S AT

Source: IDATE - August 2011* Home console, Blue Ray, DMA/DMR, DVR** Desktop, Laptop, Ultrabook*** Smartphones, Media players, Tablets, portable console

0 Million

250 Million

500 Million

750 Million

1,000 Million

1,250 Million

1,500 Million

2011 2012 2013 2014 2015

Digital Media boxes*Computers**TV setsSet Top BoxesPortable Media Devices ***

Worldwide devices sales previsions

BREAKING UPA new range of platforms/solutions

Technology allows for fundamental change in how we interact with brands

15Photo by Sean Wood for Mekas.jp,

LOCATION AND MOBILE IS ABOUT....Instant gratification

LOCATION AND MOBILE HAS TO BESuper simple! (and it’s not easy to do that)

Sourced: NFC in Japan from cScout Interactive and Strappy

LOCATION IS ALL ABOUTWhat, where and how you are relevant.

1) What your brand can offer2) Where your customer is (physical space, frame of mind)3) How the environment/outside factors can influence purchase/engagement

LOCATION IS ALL ABOUTWhat, where and how you are relevant.

1) What your brand can offer2) Where your customer is (physical space, frame of mind)3) How the environment/outside factors can influence purchase/engagement

RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS

THINK OF YOUR CUSTOMERS AS VOLUNTEERSWe’re in a battle for time, and they are obliging us.

Source: Ted Aljibe, AFP

Source: Habitat for Humanity and Wachum.jp

THINK LIKE Or service

STORIES CAN....Touching the heart drives interest, creating conversation

Let’s Color

REWARD THEMThe bigger the benefit for your fans the better the response.

Introducing a new brand nobody knew about - hurdle very high.

Solution - Marvel Movies first ever “interactive” comic book application featuring Iron Man (coinciding with movie tie up)

Result: Close to 3 million downloads of the app worldwide

MAKE THEbrand, category and consumer tick

We need to turn thebrand message into conversational content with a shared value that sparks conversation.

IT’S MORE THAN A BIG IDEAAnd a brand message...

Person

Conversationalcontent

Person

PersonPersonPerson

Person

PersonPerson

Person

that sparks a conversation

PersonPersonPerson

Person

PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson

PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson

PersonPerson PersonPersonPersonPerson Person

PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson

PersonPerson PersonPersonPersonPerson Person

Person PersonPerson

Conversationalcontent

RULE #4: WE HAVE TO BE EVERYWHERE

LOCATION IS THE PLACE TO BE

BUT IT’S NOT JUST ABOUTPhysical Space and media

Find new ways to approach and get inside people’s minds

Source from Creative Commons License provided byPeter Tanlund from: http://www.flickr.com/photos/petertandlund/7409939242/sizes/l/

HOW? TAKE A MACRO VIEWOf your brand territory

Go beyond the usual & overcrowded brand territories

Consumer needsConsumer behaviorConsumer environment

Brand / Product Attributes

Competitor positioning& Communications

The standards of Communicating to consumers

The Cultural context

Category Communication CultureConsumer

Product

AND USE ONLINE SEARCH AS A GLUEas it can be used to find new opportunities online

How many go to your product?

NOW: Likely all product keywordsThis leaves you the only option of fighting it out for space within your own category.

XXXXVisits

Related to the general category.

POTENTIAL TO BE RELATED TO YOUR PRODUCT AND BRAND

A CONCRETE EXAMPLE OF HOW THIS WORKSUsing bandages.....

28K /mo*

POTENTIAL: Camping, sports, little league, etc:395K/month

* Euro RSCG Keyword Analysis

28K /mo*

Category: health, and related: 243K/month

28K /mo*

Category: health, and related: 243K/month

MORE EXPENSIVELESS EXPENSIVE

MUSETied the concept of “play” to children’s activities.

Search Topics related to children’s activities

THE #FOURRULES

RULE #4: WE HAVE TO BE EVERYWHERE.

RULE #3: WE HAVE TO BECOME BETTER STORYTELLERS

RULE #2: LOCATION IS WHERE IT’S AT

RULE 1: THE CUSTOMER WILL CONTROL OUR CONTENT

THANK YOU.

Presented by Jeff Lippold

@feffrey

Digital Strategy Director,Euro RSCG APACeurorscg.co.jpjefflippold.blogspot.com

four rules for dealing with a digital reality

Business

simple reality rpg rules - basic

rules, regs and reality

rules, regulations, and reality - illinois state board of...

the new digital ecosystem reality: nine trends rewriting the...

john rousseau (artefact) the rules of engagement for...

new rules dealing with conflicts of interest in public...

a.k.a: dealing with parents! holding parents accountable...

pandemics: dealing with the unexpected "scientific theory...

ebs dealing rules appendix ebs...

odense denmark 2014 the theory and reality of developing...

dealing with the reality of a privacy breach with the...

evaluating the self-dealing rules applicable to private...

dealing with doctrinal issues in the church —proposal for...

dealing with bed bugs the new...

artificial intelligence & digital reality: do we need a...

the new normal: dealing with the reality of an unsecure...

hot tech 20161005-ep0017-idera - the new normal - dealing...

diplomacy - alexander rules v2...the alexander rules are...

nj future forum 2012 dealing with reality antonicello

why dealing with reality (race, age, openness) is critical...