taking scotland to the world: making your mark digitally
TRANSCRIPT
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Taking Scotland to the worldMaking your mark digitally1st Nov, 2012
John CampbellDirector
Ryan SackettConsultant
Making your mark 2012
Who are Precedent?
A communications consultancy specialising in delivering creative solutions for a digital world.
A UK Top 10 digital design agency
– 80 experts– 5 sectors– 5 locations– 21 years
About us
Making your mark 2012
Making your mark 2012
Making your mark 2012
Making your mark 2012
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1.Grabbing attention in a widening market 2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Considering the futureEnd
Making your mark 2012
Grabbing attention
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3000Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a day
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1,000,000,000active Facebook users in the world
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Herbert Alexander Simon, an American psychologist summed this problem up in a simple quote:
"A wealth of information creates a poverty of attention"
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So attention is what all brands are now fighting for.And gaining attention is the first step to having a conversation with consumers.
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This may sound obvious buttoday's problem is getting consumers to consume advertising.
Traditional advertisers have always followed a model that suggested consumers went through a linear process they called AIDA - Attention, Interest, Desire and Action.
In today's world Attention is the major and key factor in the process of converting non-consumers to brands.
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How to gain attentionFirstly understand the triggers
The Attention Triggers
People have little control over the
emotional drivers, such as sex, status
and danger. These focus their
attention and can distort or mask the
true subject matter.
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.
This is the most important trigger and the key to
a successful campaign. People are looking for
new things, different prospective, something to
talk about to make themselves look good or
sound knowledgeable within their circle of
friends/work mates. This is social
currency/social fashion.
Emotional
Relevancy
I thought one couldn't enter a tangent but only touch one. Apparently, Tangent is the "grass seed capital of the world".
Uniqueness
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UniquenessIn 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.
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UniquenessThe 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.
1.Grabbing attention in a widening market
2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd
Making your mark 2012
Assessing
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Traveller touchpoints
Simple
Book CountDown
Journey Arrive Experience Leave
Inspire
Dream Remember
Excite First Aid Hit the GroundRunning Journal Go with
the Breeze Laters
Connect
Explore
Making your mark 2012
Simple
Book CountDown
Journey Arrive Experience Leave
Inspire
Dream Remember
Excite First Aid Hit the GroundRunning Journal Go with
the Breeze Laters
Connect
Explore
Inspiration Looking After RetainOrganise
Orientate EngageCross SellFocus & Magnify (Co)Plan
Book ProblemSolve Activities (Re)Book
Au Revoir Member Reunion
Mobile
Campaign
Idealise Parallel Twin Value Convert
Believe in you as a change agent
Have the same experience
Want the same things / agenda
See the personal benefit
Call to Action
Busy, busy, busy! She’s just like me I could use that
Audienceeg, ABC1 Fence
Sitters
MediaAudience
Audience
Audience
Per audience, pick which media will communicate the planned emotional attachment and CTA
Persuasive techniques
Incentives (Right) MessengerNorms (what others do)Defaults (go with flow)Salience (value or novelty)Priming (setting expectations)Affect (emotional message)Commitment (promise to do)Ego (Feel better about yourself)
Conversion funnel
Awareness (could do)
Options (might do)
Evaluate (thinking about doing)
Shortlist (maybe convert)
Convert (buy / sign-up)
Planning for the audience
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Idealise Parallel Twin Value Convert
Web site: must be directed to a strong presence.
Mobile site: mobile channel should be used for promotional connection. QR & AR opportunity
Ad campaign: general awareness
Website: clear information providing unbiased and positive reasons to select.
Mobile: optimised experience on the mobile
Event module: a clear areas on the web site for events.
Blog: blogging from TGB and personalities to introduce current and personal experiences.
Web Site: Link to the products to offer product with sign up.
Share: promote the tell a friend option across the social space
Website: simple and easy to follow sign up.
Webshop: clear link and initial discount in the webshop.
Promotion: Tell a Friend
Touc
hpoi
nts
Opp
ortu
nity
Press reporting
TV, broadcast
Advertising
Impact analysis Promotion to join, product give awayEvent
promotion
Regular connection – Twitter, email
Sign upSocial connectionFacebook /Blog
Reporting and blog of success
Personal connection
Digital promotion – AR & QR potential
Opportunity chart
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Digital
Physical
Awareness Interest Desire Action
Word of mouth
Landing page
Web site
PR
Tourism agency
Online ads
Staff
Shop
Web site
Direct marketing
MobileSocial
E-newsletter
Being integrated
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Remote(International)
Personal
PermanentStakeholder(Staff)
TransientStakeholder(Travellers)
Face-to-faceInterview
Workshop
Crowdsourced Idea Storming
Traveller Questionnaire
Staff Survey
Buzz Monitoring
Crowdsourced Pain StormingExperimental Sandpit
Persona DevelopmentInsight
Diary Study
Phone Interview
Research methods
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low identified fan
medium identified fan
highly identified fan
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GoalsFind relevant servicesHave a b+m ‘person’
BehavioursAll his energy goes into his business
b+m mustBe upfront with costsMeet deadlines
b+m must notBe overly complexBe slow to respond
KnowledgeExperience
Service
Technology
Influencers
Networks Opinion
ResearchEvents
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
1.Grabbing attention in a widening market 2.Assessing your market
3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd
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Viewed of as:The noviceThe enthusiastThe devotee
We considered their Web space, social and mobile presence
Customer engagement through use of digital channels to meet customers needs.
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Some findings:1. Web sites being seen in isolations.2. Brand are not differentiating and
balancing the educational and emotional needs and the clear calls to action.
3. Stereotypical
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1.Grabbing attention in a widening market 2.Assessing your market3. Distilleries engaging globally
4. Maximising your mark5.Considering the futureEnd
Making your mark 2012
Let your website do the talking
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We need to sell more ….
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I need a ….
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As a new parent, I want to save money, so that I can have enough put aside for when my son goes to university.
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Attract new customers
Retain existing customers
Build trust
Increase reach
Sell something
Outcomes for your website
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Decisions are rational and emotional
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We must understand our users, and their motivation
We must balance our outcomes with our users’ motivation
We must respond to the context
We must engage our audiences
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What is engagement?
…the process of forming an attachment (emotional and rational) between a person and a brand.
engagement measures the extent to which a consumer has a meaningful brand experience when exposed to a particular experience.
turning on a prospect to a brand idea enhanced by the surrounding context
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It is impossible to engage someone if you don’t know what’s motivating them.
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Grab their attention
Help them comprehend the proposition you are making
Give them what they need to make a decision
Enable them to recall you and your offer
Give them satisfaction
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FramingFeedback loopsGoal setting / AchievementsStoryFamiliarity Bias
Making an emotional connection
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“Less than a cup of coffee a day”
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We are engaged by situations in which we see our actions modify subsequent results.
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We are engaged by experiences that can bring meaningful achievements
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Narrative elements are more believable.
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“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
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Info-graphic
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We prefer things that are familiar to us.
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“Showing personality in your app, website, or brand 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
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Driving people to you...Digital integration or isolation?
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Social Media is not about exposure but influencing individual consumers to buy your product, engage with your communication teams, share your ideas, and tell their friends about you.
What is Social media
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Making your mark 2012Ref DAVID ARMANO
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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.
Social and the enterprise
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• Need of the 'life' of the company.• 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)
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digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point.
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individual problems and culture because without a custom fit, you are missing the point.
The internet @ Google web 2.0 Summit
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Tactics to victory
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Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
Invasion
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Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
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Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
outpost
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Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
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Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.
MISSILES
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Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
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Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
SNIPERS
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Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.
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SEOSEO missions“People know us for x but not y.”“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”
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Making your mark 2012
LearningThe internet has no borders.Find unlikely allies to further your campaigns.
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Tactic 1: SEO
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Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
Making your mark 2012
Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases
Nearly 13 million views for the cost of one email
victory
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Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.
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Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”“There are so many thingsour customers should know!”
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Tactic 1: SEO
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Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.
victory
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Making your mark 2012
Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.
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Tactic 1: SEOSocial media missions“People don’t know us enough.”“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”
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Making your mark 2012
LearningThere is no end destination.Pick one target, many platforms, and never let go.
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Tactic 1: SEO
Making your mark 2012@precedentcomms #PrecSem
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Tactic 1: SEO
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1. Integrate social media with other public relations
2. Put in place three tiers of response 1. listening2. proactive3. Reactive
3. Expand media relations to include Cairn advocates
Case Study: Cairn versus Greenpeace
Target response only to Cairns audience
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Tactic 1: SEOSocial media resultCairn have a policy and approachASOS: 1.7 million VERY active ambassadors
victory
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Tactic 1: SEOPPC missions“We’re about to do a launch.”“We’ve got a market to fill.”“We need aggressive SEO.”“We have a specific problem.”
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Tactic 1: SEO
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Tactic 1: SEOPPC results415 participating sites36 million impressions300% increase in donationscompared to same period
victory
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campaigns are the way to market digitally because without targeting you’re just paying to spam.
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campaigns are the way to market digitally because with targeting you’ll be able to track your success.
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“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
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“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”
The MissionThe ClimateThe GroundThe LeadershipThe Method
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The Mission:What is your objective andwho is your target?
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"To help 11-18 year olds be better informed about drinking, smoking and drug taking."
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The Climate:What’s the competitivelandscape? What’s the behaviour of target users?
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The Ground:Is the territory familiar?Is it familiar to the competition?
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The Leadership:How will it be managed?Where will responsibilities be allocated?
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The Method:Which tactics will be used?How will they be plannedand implemented?
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Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers
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Mobilise your community
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Mobile, a growth channel that your users choose and enjoy using. Don’t disappoint.
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Android
Blackberry& Windows mobile
Various platforms, from traditional web browsers solutions, to the many mobile platforms.
Apple iPhone
Apple iPad
Do you know environment?
Smart TV
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Take the time to understandyour user’s behaviour andcontext.
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• 59% female• 58% full time employed• 17% 25-29; 15% 30-34 and 15% 35-39 so 47% between 25 - 39
• 47% pay in instalments•48% bought direct through the web
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Don’t just follow the web1
Move from a 4 to 6 step process
Provide a quick quote?
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Remember a mobile user is
1.Typically short bursts of activity2. Often time restricted3. Goal driven4. Loves using his phone - joy of use 5. Likely to tell others of a good
experience6. Needs a simple uncomplicated
experience
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Take the opportunity to innovate in designand function.
Mobi
Responsive
Framework
Native
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Content leads approachMobile from the ground up- Custom approaches- Considered context - Specific contentA mobile first content
approach
Making mobile from pre-existing- Desktop applied to mobile- Stress / break points- Reworked content
An adaptation approach
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Mobi site, easier to implement
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Responsive site – whole site approach
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Mobile Frameworks – develop once
ContentMobile 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
“The more channels I run, the more resource I’ll need, right?”
Avoid digital bloat by monitoring the effectiveness of your channels and adjust your resourcing accordingly
Resource & Process
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Strategic change typically needs to happen?
Andr
oid
App
Web
App
iPho
ne A
pp
Cam
paig
ns
???
Proc
ess
Desk
top
Proc
ess
Sales and Service
Project Initiation Multi Device Initiation
Customer Journey & Design
Multi Platform Development
Sales and Service
Today: Silo projects Tomorrow: Multi device projects
New Teams New Owners
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Mobile, a growth channel.Don’t disappointDon’t be afraid to innovateDon’t delay in providing a solution( think-apply-review-refine )
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Do you know your ROI?
Today consider the RoR
Finally are you getting a return?
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ROI = Gain – Cost Cost
It is simple?
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Assessing your ROI A 6 step process1. Define the appropriate and practical return 2. Select and setup tracking and measurement
tools3. Review and work with the business owners4. Create a measurement model5. Measure, review and adjust6. Create a reporting dashboard
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IP AustraliaAim: cost recovery agency encouraging Australians to innovate and protect their IP.Product: Trademark and Patent registrations
ROI tracking in practice (simplified)
St Andrews LinksAim: create revenue for the trust to reinvest from providing the optimum golfing experience. Product: Golf rounds, shop income.
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Sample evaluation tools1. Search volume trends (trend across years)2. Consider impressions & clicks (potential and actual)3. Sales funnels – conversions4. Social conversion
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Success metricsDrive more traffic to the website through all channels means…….
Trademarks
Traffic increase by
%
Actual registration
increase % Increase
1. Increase visits 20 262 4.8
2. Increase impression to clicks 24 450 8.2
+ Increase conversion on site
Patents
1 Increase visits 20 73 2.8
2. Increase impression to clicks 12 146 5.5
+ Increase conversion on site
KeywordTotal
ImpressionIPAusCl
icks %
Monthly average
Search wideGrowth potential
%
Patent 12,500 720 6 22,200 44
Trademark 23,000 3,200 14 47,100 51
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visito
r gree
n fees
Other go
lfing inc
Caterin
gReta
il
Online s
hopTo
tal
£- £4,000,000 £8,000,000
£12,000,000 £16,000,000
Revenue (with protential digital impact)
20102009
golfers (local) Visiting Total0
50000
100000
150000
200000
250000 Rounds played
20102009
St Andrew
s Golf
St Andrew
s
St Andrew
s Golfc
ourse
St Andew
s Links
St Andrew
s Link T
rust
0
30000
6000090000
Site Visits (6 months)
2010-11 (6mths)2009-10 (6mths)
Ballot_ti
mes
Old Course
Green Fe
esCast
le
How to book
shop0
4000080000
120000160000200000
Page views (6 months)
2010-11 (6mths)2009-10 (6mths)
ROI Model 2010 Value per golfer £ xx Average online purchase £ xxx Visit per golf round 7 Conversion 5% 2010 Increase Income £ xxxxxx £ xxxxxx Online shop income £ xxxxxxxxx £ xxxxxxxx Increase site visits 20% Increase online shop conversion 10%
1.Grabbing attention in a widening market 2.Assessing your market3. Distilleries engaging globally4. Maximising your mark
5.Considering the futureEnd
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The technology hype curve
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Back in 2010
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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.
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Think big
Start small
Act quickly
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