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Design + Digital Marketing Immersive

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To get the most out your digital marketing, design and social media have to work together. Understand your audience, design experiences for them, create content that adds value for them, and build community around your brand.

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  • www.tummlerdigital.com
  • Technology has killed attention.
  • Conceptual Blending helps you get the most out of your logo.
  • Conceptual Blending helps you get the most out of your logo.
  • Conceptual Blending helps you get the most out of your logo.
  • Conceptual Blending helps you get the most out of your logo.
  • Conceptual Blending helps you get the most out of your logo.
  • Conceptual Blending helps you get the most out of your logo.
  • Conceptual Blending helps you get the most out of your logo.
  • Over 50 items you need to check in order to have a strong product.
  • Action Item. Where’s your leverage?
  • Action Item. Where’s your leverage?
  • Demographics too general and based on assumptions. Psychographics deal with motivators. And you’re trying to motivate choice.Why we do consumer psych.
  • Blue Ocean or Surfer?Introduction of new product or service will look for an area free from competition.
  • Storytelling without the words.
  • Dress for the occasion. Favorite piece of clothing?
  • Derived from handwriting. So they feel more familiar and “human. Compare the “t” with Geometric.More detail, less consistency, and generally involve thinner and thicker stroke weights than geometric.
  • Derived from calligraphy. Feels like there is a little tilt to the left (like calligraphy)
  • An outgrowth of the enlightenment period, designers we’re going in a more geometric, sharp, and virtuostic direction.
  • Strokes like sans faces (simple forms with little contrast between thick and thin) but with solid rectangualr shoes on them.Wild Card
  • Strokes like sans faces (simple forms with little contrast between thick and thin) but with solid rectangualr shoes on them.Wild Card
  • Rule of thumb: one thing in common like height, stroke weight.
  • Rule of thumb: one thing in common like height, stroke weight.
  • Display Copy vs. Text Copy
  • Display Copy vs. Text Copy
  • Connect to desires and emotion. Refer back to psychographics. Context through transparent shapes.
  • Do it right. Analogy of sports car but you don’t know how to drive stick.Who’s the star of this piece? What makes it effective and special?
  • Do it right. Analogy of sports car but you don’t know how to drive stick.Who’s the star of this piece? What makes it effective and special?
  • Difference Between UX and UI. Add service design. Add environmental design. Add communication design. The “whole widget” quote.
  • Difference Between UX and UI. Add service design. Add environmental design. Add communication design. The “whole widget” quote.
  • Difference Between UX and UI. Add service design. Add environmental design. Add communication design. The “whole widget” quote.
  • Difference Between UX and UI. Add service design. Add environmental design. Add communication design. The “whole widget” quote.
  • Difference Between UX and UI. Add service design. Add environmental design. Add communication design. The “whole widget” quote.
  • Connect to desires and emotion. Refer back to psychographics. Context through transparent shapes.
  • Content Management Systems, E-Commece (Magento, Woo, others)
  • Tying platforms together and pushing to conversion.
  • ----- Meeting Notes (6/19/13 09:09) -----when posting images anywhere in social rename file with 3-5 key wordsGreat way to engage visually and get in peoples timeline w/o being intrusive
  • ----- Meeting Notes (6/19/13 09:09) -----Not a sexy brandseat covers, steering wheel covers
  • ----- Meeting Notes (6/19/13 09:09) -----customer service.Actively listen, engageRemember 53% of people on Twitter mention a brand46% of people that complain in social expect a response w/in 60min
  • ----- Meeting Notes (6/19/13 09:09) -----Superbowl ads 3.8MOreo was an advertiserThe lights went outTheir response was this tweet. Was the most talked about ad of the event.
  • ----- Meeting Notes (6/19/13 09:09) -----overgram
  • ----- Meeting Notes (6/19/13 09:09) -----great call to action - subscribe to bizbash here
  • ----- Meeting Notes (6/19/13 09:09) -----cross promoting platforms
  • Mention Vine here.
  • ----- Meeting Notes (6/19/13 09:09) -----call to action - tag your event photos with #BizBash hashtag
  • ----- Meeting Notes (6/19/13 09:09) -----think product promos, event testimonials, quotes
  • ----- Meeting Notes (6/19/13 09:09) -----Location based marketing is evolving.It will bring people from mobile/desktop to:Specific aisle grocery store to use a couponTo a restaurant during certain hours for a happy hour specialto the movie theatre, concert to an event attendee in real time for an experience
  • Circle back to audience analysis
  • ----- Meeting Notes (6/19/13 09:09) -----shorten links with a bit.ly service. a/b test images, text/copy, landing pages
  • Use the titles and copy wisely.
  • Transcript of "Design + Digital Marketing Immersive"

    1. 1. DIGITAL MARKETING IMMERSIVE. BUZZ. BUILD. BUSINESS. @IAMJOHNREID @LINDSAYFULTZ SAT. OCT 5, 2013 #HMANSOCIALMEDIA
    2. 2. INTRODUCING: US @LindsayFultz @iAmJohnReid Microsoft/Bing Nestle Hautelook Nike Jay-Z NFL Mobile
    3. 3. INTRODUCING: YOU
    4. 4. THE DAY: OVERVIEW 1 Brand Design 2 Visual Communication 3 The Web & User Experience Design 4 Digital Marketing 5 The Networks 6 Community Management 7 Analytics & Listening
    5. 5. OUR DRIVER: WINNING “Everything around you that you call life was made up by people that were no smarter than you, and you can change it, you can influence it, you can build your own things that other people can use.” -Steve Jobs
    6. 6. I. BRAND DESIGN
    7. 7. YOUR AUDIENCE: PROBLEM Go deeper. What does your audience really want? Why do they want that? Or does it tie into a deeper need?
    8. 8. YOUR PRODUCT: SOLUTION Significance. Utility. Have you really connected to the core problem? Is your product or service actually helpful? Technology Trends Economy
    9. 9. YOUR BRAND IDENTITY
    10. 10. YOUR IDENTITY: NAMING 1. Keep it simple. 2. Don’t shoot yourself in the foot. Extra Credit: Stay away from “…solutions, “…services.”
    11. 11. YOUR IDENTITY: LOGOTYPE Comprehension Are you easy to UNDERSTAND quickly? Retention Are you easy to REMEMBER?
    12. 12. YOUR IDENTITY: LOGOTYPE
    13. 13. YOUR IDENTITY: LOGOTYPE Form-Focused
    14. 14. YOUR IDENTITY: LOGOTYPE Form-Focused
    15. 15. YOUR IDENTITY: LOGOTYPE Conceptual Blending
    16. 16. YOUR IDENTITY: LOGOTYPE Conceptual Blending
    17. 17. YOUR IDENTITY: LOGOTYPE Conceptual Blending
    18. 18. YOUR IDENTITY: LOGOTYPE Conceptual Blending
    19. 19. YOUR IDENTITY: LOGOTYPE Conceptual Blending
    20. 20. YOUR IDENTITY: COLOR
    21. 21. BRAND DEVELOPMENT NEW TOOLS Attention NEW RULES Comprehension Wiki Research Trends Kurzweil: Tech Media / Trans Media Economy Involvement CIRCLES OF INFLUENCE EFFECT CHECK Retention Yield Relevance Action PROBLEM Reaction PRODUCT SIGNIFICANCE SOLUTION Communication Utility #1 WHAT? Essence Medium Features Benefits Leverage Hierarchy #2 WHO? Competition Demographics Psychographics #4 WHY? #3 HOW? BRANDING CONSUMER PSYCHOLOGY Developmental Gradient Unique Value Proposition Marketing Message age stage gender Needs / Wants style Emotional Promise Emotional Payoff "Sticky" Tag Line "Story" Copy Attitudes Beliefs Values Packaging Lifestyle Promotion state Motivation Perception Point of Difference Distribution ENGAGEMENT Unique Selling Proposition Positioning #5 WHERE? Identity #6 WHEN? Strategic Timng
    22. 22. LEVERAGE HIERARCHY
    23. 23. LEVERAGE HIERARCHY: ATTITUDE & STYLE -OR“BRAND PERSONALITY”
    24. 24. DEMOGRAPHICS VS. PSHYCOGRAPHICS Demographics Psychographics Gender Developmental Stage Age Needs/Wants Race/Culture Beliefs/World Views Location Values Income Level Lifestyle
    25. 25. POSITIONING Classy/ Distinctive Mercedes Porsche Lincoln BMW Cadillac Chrysler Buick Oldsmobile Pontiac Sporty Chevy Conservative Ford Nissan Dodge Toyota Plymouth VW Practical/Affor dable
    26. 26. MESSAGING It’s a Beautiful Day…
    27. 27. II. VISUAL COMMUNICATION
    28. 28. TYPOGRAPHY
    29. 29. TYPOGRAPHY: RIGHT FOR THE OCCASION Stylish -vs- Useful and easy to read.
    30. 30. TYPOGRAPHY: FAMILIES 1. GEOMETRIC SANS FAMILY When applied well: clear, objective, modern, universal. When not used well: cold, impersonal, boring. Examples of Geometric/Realist/Grotesk Sans: Helvetica, Univers, Futura, Avant Garde, Akzidenz Grotesk, Franklin Gothic, Gotham.
    31. 31. TYPOGRAPHY: FAMILIES 2. HUMANIST SANS FAMILY When applied well: modern yet human, clear yet empathetic. When not used well: wishy-washy, fake, insincere. Examples of Humanist Sans: Gill Sans, Frutiger, Myriad, Optima, Verdana.
    32. 32. TYPOGRAPHY: 3. OLD STYLE FAMILY When applied well: classic, traditional, readable. When not used well: classic, traditional. Examples of Old Style: Jenson, Bembo, Palatino, and Garamond.
    33. 33. TYPOGRAPHY: 4. TRANSITIONAL & MODERN When applied well: strong, stylish, dynamic. When not used well: too new to be classic and too old to be modern. Examples of transitional typefaces: Times New Roman, Baskerville. Examples of Modern serifs: Bodoni, Didot.
    34. 34. TYPOGRAPHY: 5. SLAB SERIF FAMILY Conveys: thinker, tough guy, bully, nerd, hipster, cowboy When done well: authority, friendliness, urban, rural When not used well: in wrong setting can be annoying and obnoxious. Examples of Slab Serifs: Clarendon, Rockwell, Courier, Lubalin Graph, Archer.
    35. 35. TYPOGRAPHY: MIXING AND MATCHING
    36. 36. TYPOGRAPHY: MIXING AND MATCHING
    37. 37. TYPOGRAPHY: MODERATION Craig Sager From NBA on TNT
    38. 38. TYPOGRAPHY: MODERATION
    39. 39. TYPOGRAPHY: REALLY, THERE ARE NO RULES… …Only conventions.
    40. 40. COLOR PALETTES Tell your story with Color
    41. 41. GRAPHICS Visual Communication is about “imparting” and transferring the most information possible. I would like to invite you to dinner with me tonight at 7PM. -John
    42. 42. VIDEO “Impart” and “convey.” FaceTime
    43. 43. EFFECT CHECK “Impart” and “convey.” FaceTime
    44. 44. III. USER EXPERIENCE (UX) & WEB DESIGN
    45. 45. WHAT IS UX DESIGN? JESSE JAMES GARRETT: “...the design of anything independent of medium or across [device] with human experience as an explicit outcome and human engagement as an explicit goal.”
    46. 46. WHAT IS UX DESIGN? JACOB GUBE: “User experience is how a person feels when interfacing with a system or product.”
    47. 47. WHAT IS UX DESIGN? NIELSEN NORMAN GROUP: “User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
    48. 48. WHAT IS UX DESIGN?
    49. 49. WHAT IS UX DESIGN?
    50. 50. Eat here.
    51. 51. LANGUAGE. GRAPHICS. DRIVERS.
    52. 52. THE USER-FLOW: TASK ANALYSIS Home Page Product Category page Product Page Add to Cart Checkout
    53. 53. THE USER-FLOW: “USE CASES”
    54. 54. HOME PAGE DESIGNS: THREE BOXES
    55. 55. HOME PAGE DESIGNS: THREE BOXES
    56. 56. HOME PAGE DESIGNS: POWER GRID
    57. 57. HOME PAGE DESIGNS: POWER GRID
    58. 58. DESIGN PATTERNS Two-Panel Selector (Browsing) Grid of Equals (categories)
    59. 59. DESIGN PATTERNS News Stream
    60. 60. USABILITY UTILITY This supposedly does what I need. USABLE I am able to accomplish my task. DESIRABLE I like using it. EMOTIONAL I have a good feeling about this brand or product.
    61. 61. BEST PRACTICES: NAVIGATION, FORMS, SEARCH Conventions are your friends! Navigation : Keep it Linear Forms: Actively Give Feedback Search: Use proper taxonomies, search results
    62. 62. COMMERCE Organize like an actual store! Reduce shopping cart abandonments. • Promo items in front. • One step check out. • Strong categorization. • No next buttons.
    63. 63. PLATFORMS Content Management Systems Wordpress Joomla Drupal Expression Engine E-Commerce Platforms WooCommerce Shopify Magento Go OpenCart Magento Custom Not Recommended: Zencart Volusion osCommerce
    64. 64. IV. DIGITAL MARKETING The Social Media Revolution
    65. 65. BIG PICTURE: “USER-FLOW”
    66. 66. SOCIAL STRATEGY • What social platforms are needed to reach your target audience(s) and achieve your goals? • Are you pursuing other revenue streams? If so, do these other revenue streams have a different target audience and require different content?
    67. 67. CONTENT STRATEGY What niches does your brand want to be known for? What are your business goals? Who are your customers? What are their challenges? What are their goals? What kind of content do they consume? How do they consume it? Where do they go to consume it? How can you consistently create valuable and interesting content that will attract new clients, retain existing and gain referrals?
    68. 68. V. THE NETWORKS
    69. 69. Facebook Multi gen audience. Organic SEO boost. Targeted Facebook Ads DO work but you MUST target market and A/B test images and text. Think Vegas!
    70. 70. MILESTONES INCREASE ORGANIC SEO
    71. 71. UTILIZE FACEBOOK COVER IMAGES.
    72. 72. When you A/B test ads AND Facebook posts to see what resonates, you increase ROE & ROI.
    73. 73. Cross promote updates via “time stamp” on Twitter.
    74. 74. GOOGLE+ • Links, links, links! • Share, share, share! Get indexed immediately! • Shares and +1’s act as social recommendations that influence LOGGED IN Google SERP’s (search engine results pages). • Google Authorship: Indexes profile image in search increasing click through rates. • Hangouts: From social media participant to thought leader & broadcaster. • Extensions – Social Statistics, CircleCount, PlusClout, FindPeopleonPlus, Extended Share for Google+.
    75. 75. GOOGLE+ +MarkTraphagen
    76. 76. GOOGLE+ Proof status updates index immediately! Free, easy way to dominate SERPS!
    77. 77. GOOGLE+ +LaurieLaizure Increased Sales & Ranking
    78. 78. GOOGLE+
    79. 79. GOOGLE+ +Glamour Monetizes Google Plus Hangouts • Engages with acommunity in a way that print can not. • Product placement. Each hangout is sponsored by a brand and woven into the story of the week
    80. 80. +CHEFHANGOUT: PRIVATE COOKING CLASSES You, your computer and a chef right in your kitchen. • Register and get sent a list of ingredients. • Join hangout with ingredients. • When class is complete, stick around and dine with your new friends.
    81. 81. TWITTER
    82. 82. Twitter
    83. 83. A hashtag is not a marketing campaign or a destination. It’s a conversation spark. ALWAYS BE AWARE OF WHAT’S TRENDING ON TWITTER.
    84. 84. @OREO CAPITALIZES IN REAL TIME ADVERTISING Be timely. Be relevant. Be relatable. Be visible. Be creative. Be conscious. Have fun.
    85. 85. TWITTER ADVANCED SEARCH TWITTER.COM/SEARCH-ADVANCED
    86. 86. Social media is increasingly becoming more social & more visual. Pinterest 18-54. $100k. $168.83 User curated content. Images repurpose. More staying power & chance for virality SEO boost. Click throughs. Practice “deep linking” to increase conversions 3-4X Private boards Tracking – PinAlerts, Pinerly, PinReach, Piqora & Curalate (contests & analytics).
    87. 87. @EricaCampbell Used Pinterest to Plan Her Wedding. Pinterest.com/EricaByrum
    88. 88. PINTEREST.COM/CORCOR ANGROUP
    89. 89. PINTEREST.COM/BIZBASH
    90. 90. PINTEREST.COM/BIZBAS H
    91. 91. PINTEREST.COM/BIZBAS H Cross promote Instagram with “live” user generated event photography content.
    92. 92. INSTAGRAM
    93. 93. Instagram • Avg age 18-29. • 100M monthly active users. • 40M photos per day. • 1K comments per sec. • User generated content. • Real time. Stories about locations told through beautiful user generated photographs. • Brand mentions. • Hashtag = SEO for images. • Tracking & contest platforms – Curalate, Statigram, Nitrogram. • Cool new mobile app, SnapMyAds.
    94. 94. BEN & JERRY’S #CAPTUREEUPHORIA • Asked fans to submit photos using the hashtag #CaptureEuphoria that capture the bliss that only a spoonful of ice cream can create. • Winners got their photo used in their LOCAL Advertising campaign.
    95. 95. JASON MRAZ #IWONTGIVEUP • Asked fans to visually interpret the single’s title in one photo. • Generated 10K submissions – including celebrities. • 25 winners invited to private gallery event in NYC where their photos were displayed.
    96. 96. MICHAEL KORS #MKTIMELESS Asked fans to snap a photo of their own Michael Kors arm candy and tag using the hashtag. 18,5K likes and 3K entries in first 24 hrs. Winner received a limited edition Michael Kors watch.
    97. 97. MARTHA STEWART LIVING #BAKETHECAKE • Asked fans to post photos of their delicious desserts and tag using the hashtag. • Winner got a gift basket with a Martha Stewart cupcake gift basket
    98. 98. Instagram.com/BizBash_News
    99. 99. Instagram.com/BizBash_News
    100. 100. INSTAGRAM.COM/LINDSAYFULTZ • Hashtags = SEO • Follow and @ mention people to tag them in your photos.
    101. 101. Vine Use a stand to keep iPhone stable.
    102. 102. Foursquare • Claim venue and SEO profile. • Check analytics to see everyone that has “checked in”. • Thank them! Foursquare is a complimentary platform to Twitter.
    103. 103. Using Advanced Twitter Search Key word search by location and products and services. Run Foursquare specials to entice walk-ins. Create “best of” lists to cross promote neighboring establishments. Leave tips/recommendations at venues. EASY to maintain!
    104. 104. VI. COMMUNITY MANAGEMENT
    105. 105. COMMUNITY MANAGEMENT BEST PRACTICES
    106. 106. CRISIS MANAGEMENT • Don’t be scared. • Turn negatives into positives by gracefully addressing problems.
    107. 107. CONTESTS DESIGN + STRATEGY
    108. 108. EMAIL MARKETING Doing Email Right
    109. 109. SEARCH AND SEO Content is KING. To get better rankings… Know Your Keywords + Deliver Value
    110. 110. VII. ANALYTICS & LISTENING
    111. 111. Track Your Efforts To understand what is working. To fix what is not working. To improve results. To calculate value. To justify time & money spent. To dominate your niche. Turn big data into smart data to customize & optimize content for increased ROE & ROI. Convince and Convert!
    112. 112. How to Track and Measure Success Set up a FREE Google Analytics account. Get code & place on your site in <head> section. Revisit your goals & set up campaign and goal funnels. Unique tag social links. https://support.google.com/analytic s/answer/1033867?hl=en A/B test and analyze. Always be optimizing content!
    113. 113. Helpful Hints to Track and Measure Success Keep and maintain an organized spreadsheet of custom campaign URL links. Maintain consistency when naming campaigns. Ex, FB vs Facebook, fb vs facebook. Use underscores to separate multiple words. Ex, Social_Media_Roadmap_Understanding_The_Various_Pla tforms_And_Which_Ones_Are_Best_For_You Merge Google Analytics results with platform analytics. Have fun and #NerdHard. Market smarter, not harder.
    114. 114. Merging Social Platform & Google Analytics
    115. 115. Q&A?
    116. 116. FINAL CREDITS @LindsayFultz @iAmJohnReid email: lindsay@ tummlerdigital.com email: john@ tummlerdigital.com
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