four rules for dealing with a digital reality

© 2012 Euro RSCG Worldwide All Rights Reserved

Four rules for dealing with a digital reality

Presented by Jeff Lippold

@feffrey

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

© 2012 Euro RSCG Worldwide All Rights Reserved2

http://www.google.com.au/imgres?imgurl=http://credit-card.com.sg/media/1216616864DBS_Logo.jpg&imgrefurl=http://credit-card.com.sg/&h=664&w=2280&sz=343&tbnid=skqFhPia_jowbM::&tbnh=44&tbnw=150&prev=/images?q=dbs+logo&hl=en&usg=__6IUagAq7-eznh83v2VPVdaBVKlE=&ei=tTy_ScbQDom9kAXCz9Ql&sa=X&oi=image_result&resnum=3&ct=image&cd=1







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

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http://www.flickr.com/photos/7927684@N03/5548840388/

http://www.flickr.com/photos/7927684@N03/5548840388/


HASHTAGS

#fourrules #IMMAPSummit2012

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WHAT THE #FOURRULES ARE ABOUT

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Consumers

Location

Storytelling

Everywhere


RULE 1:THE CONSUMER WILL CONTROL OUR CONTENT


THAT MULTITASKS Difficult to grab people’s attention

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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

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10

20

10 30

20

10 30

20

10 30

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AND MULTI”ASKS”We listen to each other

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Source : Edelman Trust Barometer 2012 by Edelman

http://www.slideshare.net/EdelmanInsights/2012-edelman-trust-barometer-global-deck





ESPECIALLY IN ASIAWhere social is dominant

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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

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

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Sourced: NFC in Japan from cScout Interactive and Strappy


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

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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.

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Source: Ted Aljibe, AFP

Source: Habitat for Humanity and Wachum.jp


THINK LIKE Or service

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

Dulux

Let’s Color


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

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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

Person

PersonPersonPerson

Person

Person

Person

Person

PersonPerson


Person

Person

Person

that sparks a conversation

PersonPersonPerson

Person

Person

Person

Person

PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson

PersonPerson PersonPersonPersonPerson PersonPersonPersonPerson Person Person PersonPerson



PersonPerson PersonPersonPersonPerson Person




PersonPerson PersonPersonPersonPerson Person

Person PersonPerson

Person PersonPerson

Person PersonPerson

Conversationalcontent

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RULE #4: WE HAVE TO BE EVERYWHERE


LOCATION IS THE PLACE TO BE


BUT IT’S NOT JUST ABOUTPhysical Space and media

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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/

http://www.flickr.com/photos/petertandlund/7409939242/sizes/l/





HOW? TAKE A MACRO VIEWOf your brand territory

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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

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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.....

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28K /mo*

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

* Euro RSCG Keyword Analysis



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28K /mo*

Category: health, and related: 243K/month





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28K /mo*

Category: health, and related: 243K/month



MORE EXPENSIVELESS EXPENSIVE


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

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Search Topics related to children’s activities

TVCM


THE #FOURRULES

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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.

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Presented by Jeff Lippold

@feffrey

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

four rules for dealing with a digital reality

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