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An overview of Digital & Social engagement presented by Dr Andrew Mitchell, CEO of Brandmovers, the leading global digital engagement agency.

An overview of Digital & Social engagement presented by Dr Andrew Mitchell, CEO of Brandmovers, the leading global digital engagement agency.

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  • First, we understand ALL the facets of the digital worldBacked up by our development team – we can tame that chaos that seems overwhelming to itThis isn’t just a platitude, we really do take everything including data, measurement and results and streamline for you – And we’ll show you what that looks like in a moment
  • We say that we’re a digital engagement agencyPeople familiar with digital agencies but we’re actually step beyond that
  • Sure, digital engagement is still digital But its more than that…Digital engagement is more in every possible way
  • So you get what digital engagement is but what does it mean to you and your customers
  • Executing effectively in digital engagement is all about making your brand more accessible to your audienceIn fact, we know that through digital engagement we can have significant, measurable impact on your customers and their buying habitsNOTE: The 9% is not a typo…re-purchase is more about how users like the product itself so the impact on digital engagement is there but its not as powerful as the product itself.
  • So we know what digital engagement is and what it does The logical next question is am I doing all I can to engage customers digitally with my brand
  • In most companies we talk to, when it comes down to “brass tacks” marketers are frustrated that they can’t say “yes”Why? Companies are having a hard time getting control of everything
  • The good news is that’s where we come inWe’ve worked with over 100 of the world’s top brandsHonestly, what way we did it is not a secret and we’re glad to tell you how we did it
  • The foundation of what we do is strategyWe’re thinkers as well as doersWe’ve built up a robust set of tools to understand how customer see and interact with your brand so you know, before you spend a dime on execution, what’s going to workIn particular, we’re working right now with one of the top 10 global brands for direct selling – Nu SkinIn addition to powering the digital side of their largest product launch ever, we’re also conducting a global strategic analysis for them…7 languages, 15 countrieswe’re going to show them how to deploy their global corporate resources more effectively
  • Finally, many agencies, particularly ones with roots in development can build stuff but then there’s noting there to really power itWe understand content drives everything online today and that’s why we’ve made it a point to have a team in place that can plan, develop and optimize content for our clientsWe look for ways to build value in order to increase click-through and engagement like we did for Mission FoodsAs their Digital AOR, we’re tasked with running their FB and TW profiles In just the first month we saw a 10% Increase In Fans35% Increase In Virality of Posts 78% Increase in Total # of People Talking About Mission Foods OnlineThese are results that have continued into the subsequent months of our activation for them
  • There are a lot of “social media agencies” out there…we’re not one of themWe think social goes way beyond media – it has to in order to mean something to customersAgain, we start by understanding the consumer then we build a content and engagement strategy around what their needs areGreat example – check-in club we did for Dairy Queen The game garnered over 4,000,000 game plays with a 30% conversion rate over the course of a year for the Blizzard Fan ClubWe’re currently running engagement strategies across Pintertest, Instagram, Facebook – all with custom design and tools powering them
  • There are a lot of “social media agencies” out there…we’re not one of themWe think social goes way beyond media – it has to in order to mean something to customersAgain, we start by understanding the consumer then we build a content and engagement strategy around what their needs areGreat example – check-in club we did for Dairy Queen The game garnered over 4,000,000 game plays with a 30% conversion rate over the course of a year for the Blizzard Fan ClubWe’re currently running engagement strategies across Pintertest, Instagram, Facebook – all with custom design and tools powering them
  • Finally, many agencies, particularly ones with roots in development can build stuff but then there’s noting there to really power itWe understand content drives everything online today and that’s why we’ve made it a point to have a team in place that can plan, develop and optimize content for our clientsWe look for ways to build value in order to increase click-through and engagement like we did for Mission FoodsAs their Digital AOR, we’re tasked with running their FB and TW profiles In just the first month we saw a 10% Increase In Fans35% Increase In Virality of Posts 78% Increase in Total # of People Talking About Mission Foods OnlineThese are results that have continued into the subsequent months of our activation for them
  • In the last 12 to 18 months, mobile optimized sites haven’t just become a nice to have, they are a MUST haveIn Q4 of 2012, close to ONE QUARTER of all web traffic was from mobile devices – if you’re not ready you’re going to be missing a huge opportunity to engage with your clientsFor example - Using Opti-View technology, Brandmovers brought Universal Studios’ Despicablimp to life We knew that as they saw this giant blimp in the shape of a blimp overhead, they weren’t going to rush to their desktops…Using a solution that serves both mobile and desktop and the same time we incorporated features like real-time location–tracking, user-generated social content and promotional materials to really hit this out of the park….To-dateThe site has generated close to 60K visits, 3K unique conversations and 11 Million Impressions in a SINGLE MONTH!
  • Loyalty programs are the logical evolution of promotionsThey allow you to take that same sweeps and games style excitement and make it a long-term opportunityThe unique thing about how we do loyalty is that we use a point/bid platform to model customer incentives so that the loyalty rewards always align with the buying behavior you’re trying to incentivize Armani wanted to grow its connections to independent opticians as a means of expanding their footprint into premium eyeglass framesThe program reached over 4,000 optician offices and helped reach the client’s stretch sales targets for the campaign period WHILE establishing a direct line of communication between the brand and the end store associates.
  • Lastly – we mentioned how we tame the digital chaos – this is what it looks like once we get our hands on itWe love analytics like few others and we synthesize what’s going on, online into easy-to-read, custom dashboardsWe build them custom for each solution working with you to identify the KPIs that are most important to your brand’s successWe can even go further than this with advanced reports that incorporate online conversation about your brand whether it happens on a BMI-powered site or elsewhere We incorporate SEO and search data to give you a 360 degree view of how your brand is interacted with and activated upon online.
  • Grew out of a technology incubator the impact of which you’ll see laterWe give you coverage around the globe
  • Thanks for your time, we’d love to help elevate youAll we really have to say is “let’s get moving, shall we?”

Mbs presentation Mbs presentation Presentation Transcript

  • DIGITAL & SOCIAL ENGAGEMENT
  • © Copyright 2013 Brandmovers, Inc. In the complex, interconnected, and fragmented world of digital data, its tough to know how your brand is performing vs. your goals and competition. Its also hard to know which investments to make and where.
  • © Copyright 2013 Brandmovers, Inc. QUESTIONS WE’RE HEARING FROM THE INDUSTRY How do we align, internally to maximize our digital activations? How should we deliver online media to maximize purchase intent? What attitudes and topics drive online conversation? How do consumers consume online media and what actions to they take based on it? How do we get everyone on the same page? Can we connect online conversation to financial data and sales? How can conversation insights and analytics feed marketing decisions?
  • © Copyright 2013 Brandmovers, Inc. What is digital engagement?
  • © Copyright 2013 Brandmovers, Inc. DIGITAL ENGAGEMENT IS… Connecting with more customers, more frequently, more personally, through more channels, in a more meaningful way. http://www.youtube.com/watch?v=rg0fmaCSDPg © Copyright 2013 Brandmovers, Inc.
  • © Copyright 2013 Brandmovers, Inc. What impact can digital engagement really have on my customers?
  • © Copyright 2013 Brandmovers, Inc. DIGITALLY ENGAGED BRANDS ARE… • 86% more likely to be purchased • 9% more likely to be repurchased • 115% more likely to be recommended to others SOURCE: Harvard Business Review, May 2012 © Copyright 2013 Brandmovers, Inc.
  • © Copyright 2013 Brandmovers, Inc. Are my customers digitally engaged with my brand?
  • © Copyright 2013 Brandmovers, Inc. THAT ONE’S A LITTLE TOUGHER… Answered honestly, most marketers would say “no.” PEOPLE TELL US… it is too complex! there is too much data! there are too many platforms! there is not enough ROI! © Copyright 2013 Brandmovers, Inc.
  • © Copyright 2013 Brandmovers, Inc. THESE BRANDS CAN SAY “YES:” HERE’S HOW WE HELPED THEM…
  • © Copyright 2013 Brandmovers, Inc. Great results begin before the first image is created or the first line of code or copy is written. They begin by asking the right questions. We want to know what your customers are currently thinking, what moves them towards purchase and what can keep them coming back for more. • minDNA Engagement Research • Strategic POVs • Online Brand Positioning Strategy • Customer Modeling • Channel Spend Analysis DIGITAL STRATEGY
  • © Copyright 2013 Brandmovers, Inc. minDNA ENGAGEMENT STUDY minDNA analysis answers critical questions about how your customers interact with your brand in the digital world. How they: • think about topics and bands • talk about ideas and brands • gather information • and ultimately make decisions about purchases through digital channels. The result is a custom roadmap to help your brand win through digital engagement. 12
  • © Copyright 2013 Brandmovers, Inc. INSIGHTS BRAND How much and to what extent are people talking about your brand online? CATEGORY What are brands in your competitive set doing online and are they winning or losing the conversation? I II BUSINESS Where should your brand invest to deliver better results through digital engagement? III 13
  • © Copyright 2013 Brandmovers, Inc. SOCIAL PHILOSOPHY The truth is that customers have been “social” since way before the advent of the internet. Our philosophy is based in that truth and is upheld by four key “common sense” pillars: We listen to your customers and build strategies around what they care about Create content that both excites and ads value to the relationship with your customer Have the right resources in place from which you can handle any customer issue Put the right tracking in place to ensure social is benefiting your bottom line LISTENING CONTENT TRIAGE ANALYTICS
  • © Copyright 2013 Brandmovers, Inc. CREATING A GLOBAL DIGITAL ROADMAP Brandmovers identified three key insights common to all languages and markets and developed a globally-relevant digital roadmap for Nu Skin. Brandmovers is now in the process of helping to implement that roadmap through social media activation and loyalty strategies. RESULT Nu Skin, a major health and beauty brand struggled to create a consistent voice across its presence around the globe. SITUATION Brandmovers designed and executed a MINDNA analysis of attitudes and behaviors of both consumers and distributors of health and beauty products across 7 languages, 15 countries and 4 global brands. SOLUTION Nu Skin could use its significant advantage among a key set of distributors to close a 30% gap in global online conversation. In Asia, Nu Skin could better target consumers with more positive perceptions about the brand by shifting investment away from major social networks and into smaller, niche microblogs. EXAMPLES OF ACTIONABLE INSIGHTS Globally, Nu Skin could use its 20-point advantage over its competitors to position itself as a more relevant brand based on needs uncovered in online conversation. Brandmovers Analyzed … 4,006,636 non-spam conversations 5,435,196,664 estimated impressions 40,000,000 searches Across 7 languages, 15 countries & 4 brands.
  • © Copyright 2013 Brandmovers, Inc. In 2010 Nestle responded to a Greenpeace video on YouTube by lobbying for it’s removal. Greenpeace responded by asking fans to change their profile pictures to anti nestle slogans, Nestle threatening to delete comments from anyone doing so. How not to get social
  • © Copyright 2013 Brandmovers, Inc. Omni Channel content is essential, integration of multiple channels and networks across all devices, into web and mobile experiences that compel, inform and feed customer desires for engagement with your brand. DESIGN & DEVELOPMENT
  • © Copyright 2013 Brandmovers, Inc. COMPLIANCE Ensure all legal aspects regarding rules & regulations are current. • Official Rules & supporting material • COPPA Compliance • Social Media Compliance • State & Country Filings (registration, winners list, etc.) • Winner Selection (execute random drawings, contest judging, prize seeding, etc.) • Secure entrant & winner documentation • International promotions laws vary from country (i.e. Canada, Europe, Latin America, Asia) Disney Pin-it-to-win-it Promotions Walt Disney Company
  • © Copyright 2013 Brandmovers, Inc. Grow your audiences and increase interest in the brand and entertainment properties. Create engagement in-and-around the topics that beneficial to consumers and let customers be the strongest ambassadors for the brand. Community management approach: • Customer Services Best Practices • Content Calendars & Development • Access To Real-Time Online Triage Tools • Ongoing Measurement & Optimization COMMUNITY MANAGEMENT Dreamworks Pictures Turbo Racing League
  • © Copyright 2013 Brandmovers, Inc. Turbo Racing League 336K Facebook Fans 50.4%Facebook Engagement 412K Contest Views
  • © Copyright 2013 Brandmovers, Inc. Social goes way beyond a type of media. We believe social allows us to engage in two way conversations to open the door to more engaging, profitable relationships with your customers. Start by understanding the collective digital voice of your customers. Then we use data- driven insights to reach your customers in a more meaningful way. Include: • Online Brand & Profile Management • Facebook, Twitter & Pinterest Promotions • Influencer Outreach • Online Conversation Analysis & Customer Purchase Modeling SOCIAL ENGAGEMENT Dairy Queen Blizzard 100 Check-In Promotion
  • © Copyright 2013 Brandmovers, Inc. USER-GENERATED CONTENT CAMPAIGNS As content becomes currency, marketers need to understand that brands need solutions that balance the risks and rewards of UGC campaigns. UGC Campaigns should include: • Content Management & Approval • Campaign Development • Moderation Tools • Mobile User Uploads 22
  • © Copyright 2013 Brandmovers, Inc. Currency based promotions such as auctions, loyalty, collect & win and earn & burn programs. Offeri a combination of Standard & Reverse, Social Sharing, Single Sign- On, Client-Side CRM Integrations, and Flexible Reward Options then harness loyalty mechanics to drive loyalty and incentivize incremental purchases through frequency based promotions. FREQUENCY PROMOTIONS © Copyright 2013 Brandmovers, Inc.
  • © Copyright 2013 Brandmovers, Inc. Papa Johns Super Bowl Coin Toss 24 3MM Participants nationwide for the Coin Toss Sweepstakes 40% Opt-In rate 18% Increase in online conversations. 16% higher than the next competitor
  • © Copyright 2013 Brandmovers, Inc. Simply fitting your assets or websites within a mobile screen isn’t enough to move the needle. To reach and engage with your customers regardless of their device we’ve pioneered technology focused on using mobile web solutions and promotions for information capture, retail conversions and revenue enhancements. Include: • Mobile Applications • Responsive Web Design • Mobile Promotional Microsites MOBILE APPLICATION SUPPORT Universal Studios Despicablimp Command Center
  • © Copyright 2013 Brandmovers, Inc. Loyalty platforms have to be more than functional. They have to inspire and cultivate revenue-generation opportunities for your brand to be worth the investment. Build loyalty through customer modeling and by incentivizing behaviors that activate your audience in fun and unexpected ways. Our specialties include: • Brand Loyalty Programs • B2B/Sales-Force Incentives • Point-Based Incentive Structures LOYALTY PROGRAMS Safilo Group/Giorgio Armani, Frames To Rewards Loyalty Program
  • © Copyright 2013 Brandmovers, Inc. Embassy Suites “A Gift for You” Rewards 27 228%ROI for Engagement Experience 12%Higher rate of bookings after users went through experience 6%Higher spending rates during their stay at hotel
  • © Copyright 2013 Brandmovers, Inc. Princess Cheer Campaign 51% Email Opt-In Rate 2MM+Users reached on Facebook through sharing $250K In ROI based on linked bookings
  • © Copyright 2013 Brandmovers, Inc. ANALYTICS Real time dashboards measure and track the performance of your solution from launch to close and beyond. Overlay SEO data and online conversation monitoring in weekly, monthly or quarterly KPI reports that tell you what’s working, what your customers are responding to and identifying real-time opportunities to increase engagement. © Copyright 2013 Brandmovers, Inc.
  • © Copyright 2013 Brandmovers, Inc. The Global Leader in Digital Engagement & Branding Established In 2003 Offices in Americas, Europe & Asia
  • © Copyright 2013 Brandmovers, Inc. Andrew Mitchell CEO Brandmovers, Inc. amitchell@brandmovers.com 678-718-1840