building brand awareness in a digital world - 18th march 2013

@PrecedentComms #PrecSem

Building brand awareness in the digital world 18th March, 2013

John Campbell

Director

Rob van Toll

UX Consultant

A communications consultancy specialising in delivering creative solutions for a digital world.

A UK Top 10 digital design agency

– 100 experts

– 5 locations

– 21 years old

About us

Building brand awareness 2013


http://www.thepensionsregulator.gov.uk/index.aspx


1.Grabbing attention in a widening market

2. Assessing your market

3. Distilleries engaging globally

4. Maximising your mark

5. Driving people to you

6. Responding to the challenge

7. Mobilise your site

8. Addressing a wider market

9. Considering the future

Discussion

How are you presenting your brand?


Viewed of as: The novice The enthusiast The devotee

We considered their web space, social and mobile presence

Customer engagement through use of digital channels to meet customers needs.


1.Grabbing attention in a widening market 2. Assessing your market








Discussion


3000 Estimates suggest that on average

a person in the UK is exposed

to more than 3,000 brand

and advertising messages

a day


1,000,000,000 active Facebook users in the world


”A wealth of information creates a poverty of attention”

Herbert Alexander Simon (American psychologist)


Gaining attention is the

first step to having a

conversation with consumers.


A linear process?


How to gain attention Firstly understand the triggers

Passing us by?

Maybe less so?

The Attention Triggers

As long as the consumer sees relevant content, he/she is going to stick around or return again – this creates opportunities to have a selling conversation.

Emotional

Relevancy

Uniqueness


Uniqueness

In today’s culture, the things that stand out

do so because they are extremely unique.

You can’t just be slightly different, you need

to do something a little more extraordinary

to really catch people’s attention.


Uniqueness

The only way to be unique is to be yourself

and let a part of you and your personality

be reflected in your product.

Don’t try to be all things to all people,

stand for something.



2.Assessing your market 3. Distilleries engaging globally







Discussion


Traveller touchpoints

Simple

Book Count Down

Journey Arrive Experience Leave

Inspire

Dream Remember

Excite First Aid Hit the Ground

Running Journal

Go with the Breeze

Laters

Connect

Explore


Explore

Simple

Book Count Down

Journey Arrive Experience Leave

Inspire

Dream Remember

Excite First Aid Hit the Ground

Running Journal

Go with the Breeze

Laters

Connect

Inspiration Looking After Retain Organise

Orientate Engage Cross Sell Focus & Magnify

(Co)Plan

Book Problem

Solve Activities (Re)Book

Au Revoir Member Reunion

Traveller touchpoints mapped company response


low identified fan

medium identified fan

highly identified fan


Research methods


Remote (International)

Personal

Permanent Stakeholder (Staff)

Transient Stakeholder (Travellers)

Face-to-face Interview

Workshop

Crowdsourced Idea Storming

Traveller Questionnaire

Staff Survey

Buzz Monitoring

Crowdsourced Pain Storming

Experimental Sandpit

Persona Development Insight

Diary Study

Phone Interview

Research methods


Goals Find relevant services Have a real person’

Behaviours All his energy goes into his business

must Be upfront with costs Meet deadlines

must not Be overly complex Be slow to respond

Knowledge

Experience

Service

Technology

Influencers

Networks

Opinion

Research

Events

Peers

“My needs change with time. I want someone that is proactive, that I can trust and that isn’t going to rip me off”

Ash, 40, small business owner Commercial client

Research outputs: Persona


Research outputs: Roadmap


2.Assessing your market

3. Distilleries engaging globally 4. Maximising your mark






Discussion


Some findings

Web sites are seen in isolation

Brands are:

- not differentiating

- not balancing the educational

and emotional needs

- not giving clear calls to action

Are being stereotypical


Simple and quirky


http://www.laphroaig.com/home.aspx


2.Assessing your market


4. Maximising your mark 5. Driving people to you





Discussion


”We need to sell more”


”I need a…””


“I want to

save money,

so that I can

have enough

put aside for

my son to go

to university.”


- Attract new customers

- Retain existing customers

- Build trust

- Increase reach

- Sell something

Outcomes for your website


Decisions are rational and emotional


It is impossible to engage someone if you don’t know what’s motivating them


- Framing

- Feedback loops

- Goal setting / Achievements

- Story

- Familiarity Bias

Making an emotional connection


“Less than a

cup of coffee a

day”


We are engaged

by situations in

which we see our

actions modify

subsequent results


We are engaged by

experiences that can

bring meaningful

achievements


Narrative elements are

more compelling


“Storytelling is the best way to

emotionally connect to people. We all

have stories in common so instead of

listing facts and figures on your

website, tell the story behind them.” Robert Mills


Info-graphic


We prefer things

that are familiar

to us


“Showing personality can be a very powerful

way for your audience to identify and

empathize with you. People want to connect

with real people and too often we forget that

businesses are just collections of people. So

why not let that shine through?”

Aarron Walter


What about your site?

http://www.wateraid.org/uk

http://www.msiglobal.org/


1. Grabbing attention in a widening market




5. Driving people to you 6. Responding to the challenge




Discussion


Ref DAVID ARMANO

Social Business?


Integrated campaigns Twitter | AR | Video | TV | Bus shelters


Social Media connections


Social Media organised connections


Social media is no longer simply about the

conversation.

Social Business is about making all material in the

company shareable and findable.

Empower your employees and clients will share,

comment and engage.

Changes in people, process and platform needed

Social and the enterprise


Be Personal (Use your own voice)

Know your audience

Focused (what’s really important)

Interesting, useful & timely

Quick to read (400 – 1,000 words)

Enable a community (question, listen & interact)

Simple advice is still important


Buzz monitoring


Social media control centre


Digital marketing must match your

individual problems and culture

because without a custom fit,

you’re missing the point







6. Responding to the challenge 7. Mobilise your site



Discussion


Tactic 1: SEO

Building brand awareness 2013 @precedentcomms #PrecSem


Tactic 1: SEO

B2B and B2G Oil Exploration FTSE 100 Company


1. Integrate social media with their normal

public relations activities

2. Put in place three tiers of response:

Listening (know what is being said)

Proactive (get your own message out)

Reactive (rebut falsehoods)

3. Expand media relations to include Cairn/

industry advocates

Case Study: Cairn versus Greenpeace

Target response only to Cairns’ audience


campaigns are the way to market digitally because without targeting you’re just paying to spam


campaigns are the way to market digitally because with targeting you’ll be able to track your success


To help 11-18 year olds be better informed about drinking, smoking and drug taking

Some findings 1. Need to add personality to posts

2. Integrate channels

3. Analyse reach and not just numbers

http://www.facebook.com/bowmore

https://it.twitter.com/bowmore1779








7. Mobilise your site 8. Are you getting a return


Discussion


Mobilise your community


Mobile, a growth channel that your users choose and enjoy using, don’t disappoint


Android

Windows

Various platforms: traditional

web browsers solutions to the

many mobile platforms

iOS

Do you know environment? Smart TV

Blackberry


Take the time to understand your user’s behaviour and context


Don’t just follow the web 1

Move from a 4 to 6 step process

Provide a quick quote?


Mobile users:

Short bursts of activity typically

Time restricted often

Goal driven

Loves using their phone

Will tell others of a good experience

Needs a simple uncomplicated experience


Take the opportunity to innovate in design and function

Mobi

Responsive

Framework

Native


Some of our apps


Content leads approach Mobile from the ground-up

Custom approaches

Considered context

Specific content

A mobile first content approach

Making mobile from pre-existing

Desktop applied to mobile

Stress / break points

Reworked content

An adaptation approach


Mobile: a growth channel

Don’t disappoint

Don’t be afraid to innovate

Don’t delay in providing a solution

(think-apply-review-refine)









8. Addressing a wider market 9. Considering the future

Discussion


What is your international opportunity?

Consider your international environment

http://weibo.com/glasgowuniversity

http://monashuniversity.cn/

Optimise for the target market

Increase visibility across channels

Acknowledge existence of the market

Engage with local distributors

Create micro sites as appropriate

Establish local language advocates

Work to build brand awareness

Aim to gain brand loyalty

Don’t cut corners

Plan and agree strategy

Key considerations










9. Considering the future Discussion


The technology hype curve


Back in 2010


Corning’s Vision: A day made of Glass


Blippar™ is the first image-

recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content.


AR in practice

Mobile payments

Mobile advancement (NFC)

QR everywhere

Socially integrated TV

Gamification

The Facebook phone

Social as a protocol

Some futures to follow......


Think big

Start small

Act quickly

Smart thinking wins

Create a Strategy map looking forward

Find our Precedent group on LinkedIn for a chance to find out more about our seminars, network, share ideas and quiz the Precedent team on seminar issues and more!

and follow us at @precedentcomms for Precedent news, seminar info and general observations #PrecSem

We believe in…

Question and discussion

building brand awareness in a digital world - 18th march 2013

Documents