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Building brand awareness Edinburgh 31 Jan

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Our presentation in Edinburgh on 31 Jan 2013 on building brand awareness in the digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Ryan Sackett.

Our presentation in Edinburgh on 31 Jan 2013 on building brand awareness in the digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Ryan Sackett.


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  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • MSh
  • MSh
  • MSh
  • Here’s a typical banker. He needs more cash to bolster his balance sheet.His outcome is a very simple one…
  • A visitor to our banker’s website might be thinking this…It’s a completely rational requirement – perhaps she’s already done the research she needs, and she now wants to get it sorted out.If this is your user’s need, fantastic. You’ve got yourself a sale.
  • But the reality is often more emotional…Our user isn’t thinking specifically of a savings account – he’s thinking about what he’s saving for, and why.His motivation is more emotional than rational (at this stage)
  • You could be selling an idea, an experience or a product
  • There are hundreds of different psychological techniques, but we’re going to take a look at just a few.Framing is the context within which you make a statement, and how this can affect the way it’s processed.Feedback loops are simply responding to the way humans like cause and effectWe all like being rewarded, however insignificant the reward may beStory is the most powerful way to grab someone’s attention, help them to comprehend, and allow them to recall.Familiarity bias is simply that we like things we’re familiar with – people and faces topping the list of these.
  • The way in which things are stated can alter our judgment and affect our decisionsYou’ll all be familiar with charities that frame a monthly donation as less than the price of a cup of coffee per dayFraming is about using context to make something easier to process and comprehend
  • Here’s how HSBS are framing their consumer products – not by their features, but by framing it around the user’s possible motivation
  • Wonga makes it incredibly easy to see the repayment amount by providing sliders for loan amount and repayment time.
  • We all like to be rewarded for something.Added to this is our desire to not only collect things, but complete sets of thingsGamification is being talked about as one of the next big things online
  • Gamification – make the experience fun for the user and appeal to their sense of play, competitiveness and achievement
  • ...and adjusting your behaviour to afford the little extras
  • Human beings have been telling each other stories for as long as there has been language.There is no more compelling way of capturing and holding attention, and enabling comprehension and recall.
  • Capture and hold attention / Aid comprehension / Imply causation / Stories are more easily rememberedBut stories don’t have to involve the written word. Here are some examples of visual storytelling…
  • Charting – data visualisation is all the rage at the moment – by putting data into a visual story, it’s easier to understand
  • Here’s a very simple story told in a cartoon format – this is framing the benefits of a piece of software
  • This is about as primitive as it gets – we prefer things that are familiar – probably because it makes us comfortable.There is nothing we’re more familiar with than people, especially people’s faces.
  • This is a great point from the writer of Designing for Emotion.Our research pointed out that your customers want to deal with people – they want to see the whites of your eyes
  • Some reasons why organisations might not feel they can let their personality shine through.
  • This eye tracking chart shows how people fixate on the face…
  • Virgin money are taking a different approach to their website by showing a number of things we’re familiar with.A range of agesCountry and city
  • Using a non-threatening picture of the CEO as she explains the benefits of something importantThe text is more believable, and we’re more likely to feel trust
  • Really sums up the change in mindset
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • ....But which to use for what?
  • http://www.youtube.com/watch?v=InrOvEE2v38&feature=player_embedded
  • The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
  • ASOS – king of facebook brands
  • Army of actively engaged fans
  • They don’t just post content from the shop…
  • They reward veryactive facebook fans by letting them audition to become fashion bloggers who then create enhanced content about the products…
  • That receive comments powered by facebook! (it’s a circular path for users – never a deadend)
  • What to do when social media hates you? Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies BUT NOT PUBLIC FACING. First to drill in a particular area of the ocean that GREENPEACE took offence to…
  • Integrates social media with other public relations | you need to speak with one voice across all channels to all your audiences.Put in place three tiers of response | listening (continually monitor how Cairn is being portrayed and how certain industry key phrases are covered)proactive (e.g., put out stories during events like the Vedanta deal, board reorganisations, and company results) reactive (e.g., defending during Greenpeace campaigns to disrupt drilling campaigns)Create a social media voice who is a real person | social media timescales and etiquette are different, and corporate press releases will have no impact.Create an agreed set of social media tactics | it’s important to know what you can and can’t talk about, and how you will respond beforehand. Regularly review your social media effort | it’s a fast growth, fast moving space which is likely to be different in 24 months from now. Expand media relations to include social media practitioners (eg, quality oil and gas blogs) who can become Cairn advocates and review media relations (press) for social media dimension | it is far better for others to speak authoritatively for you than for you to speak for yourself. They have independence, prestige, a transparent agenda, and an audience that you do not have. It is easy to get a little captivated by the newness and difference of social media, and it is new and different. However, for Cairn, the job remains the same: to shape how people outside the company talk about Cairn, and protect the company from damaging stories. The job is the same, the arena is new.
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • TescoBank UI flow
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • Take them to school demo…
  • Your 4 options: mobi, responsive, framework, native
  • There are two approachesEither is fine2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
  • Link to these and to BLAZE
  • PURPLE – INTEGRATIONBlue – consumption
  • http://www.youtube.com/watch?feature=player_embedded&v=X-GXO_urMow
  • Transcript

    • 1. Building brand awarenessin the digital world31st January, 2013John Campbell Ryan SackettDirector UX Consultant@PrecedentComms #PrecSem
    • 2. About usA communications consultancyspecialising in deliveringcreative solutions for a digitalworld. – 100 experts – 5 locations – 21 years oldA UK Top 10 digital design agency
    • 3. Building brand awareness 2013
    • 4. Building brand awareness 2013
    • 5. Building brand awareness 2013
    • 6. Building brand awareness 2013
    • 7. 1.Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
    • 8. How are you presenting your brand?
    • 9. How are you presenting your brand?
    • 10. Customer engagementthrough use of digital Viewed of as:channels to meet The novicecustomers needs. The enthusiast The devotee We considered their web space, social and mobile presence Building brand awareness 2013
    • 11. 1.Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
    • 12. 3000 Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a dayBuilding brand awareness 2013
    • 13. 1,000,000,000 active Facebook users in the worldBuilding brand awareness 2013
    • 14. Building brand awareness 2013
    • 15. Herbert Alexander Simon, an American psychologistsummed this problem up in a simple quote:A wealth of informationcreates a poverty of attentionBuilding brand awareness 2013
    • 16. So attention is what all brandsare now fighting for.Gaining attention is thefirst step to having aconversation with consumers.Building brand awareness 2013
    • 17. This may sound obvious buttodays problem is getting consumers to consume advertisingTraditional advertisers’ model suggested consumers wentthrough a linear process: AIDAAttention | Interest | Desire | ActionIn todays world Attention is the major and key factor in theprocess of converting non-consumers to brandsBuilding brand awareness 2013
    • 18. How to gain attentionFirstly understand the triggersBuilding brand awareness 2013
    • 19. Building brand awareness 2013
    • 20. The Attention Triggers
    • 21. As long as the consumer sees relevantcontent, he/she is going to stick around orreturn again – this creates opportunities tohave a selling conversation.
    • 22. Emotional
    • 23. Relevancy
    • 24. Uniqueness
    • 25. UniquenessIn today’s culture, the things that stand outdo so because they are extremely unique.You can’t just be slightly different, you needto do something a little more extraordinaryto really catch people’s attention. Building brand awareness 2013
    • 26. UniquenessThe only way to be unique is to be yourselfand let a part of you and your personalitybe reflected in your product.Don’t try to be all things to all people,stand for something. Building brand awareness 2013
    • 27. 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
    • 28. Building brand awareness 2013
    • 29. Traveller touchpointsDream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go withInspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Building brand awareness 2013
    • 30. Traveller touchpoints mapped company responseDream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go withInspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Problem Book Activities (Re)Book SolveFocus & (Co)Plan Cross Sell Orientate Engage Au Revoir Member ReunionMagnify Inspiration Organise Looking After Retain Building brand awareness 2013
    • 31. low identified fan highly identified fan medium identified fanBuilding brand awareness 2013
    • 32. User research methodsBuilding brand awareness 2013
    • 33. User research methods Permanent Stakeholder Phone Staff Face-to-face (Staff) Interview Survey Interview Workshop Crowdsourced Idea Storming Crowdsourced Pain Storming Remote Personal Experimental Sandpit (International) Traveller Insight Persona Development Questionnaire Diary Study Buzz Monitoring Transient Stakeholder (Travellers)Building brand awareness 2013
    • 34. User research outputs: Personas Knowledge “My needs change Experience with time. I want someone that is Service proactive, that I can trust and that isn’t Technology going to rip me off” Influencers Networks Opinion ResearchAsh, 40, small business owner Commercial client Events Peers Goals Behaviours must must not Find relevant services All his energy goes Be upfront with costs Be overly complex Have a real person’ into his business Meet deadlines Be slow to respond Building brand awareness 2013
    • 35. User research output: Channel RoadmapBuilding brand awareness 2013
    • 36. 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussion
    • 37. Some findings1. Web sites are seen in isolation2. Brands are: not differentiating not balancing the educational and emotional needs not giving clear calls to action3. Are being stereotypical Building brand awareness 2013
    • 38. Simple and quirkyBuilding brand awareness 2013
    • 39. Building brand awareness 2013
    • 40. 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussion
    • 41. We need to sell more ….Building brand awareness 2013
    • 42. I need a ….Building brand awareness 2013
    • 43. As a new parent, I want tosave money, so that I canhave enough put aside forwhen my son goes touniversity.Building brand awareness 2013
    • 44. Outcomes for your website Attract new customers Retain existing customers Build trust Increase reach Sell somethingBuilding brand awareness 2013
    • 45. Decisions arerational andemotionalBuilding brand awareness 2013
    • 46. It is impossible to engagesomeone if you don’t knowwhat’s motivating themBuilding brand awareness 2013
    • 47. Making an emotional connection Framing Feedback loops Goal setting / Achievements Story Familiarity BiasBuilding brand awareness 2013
    • 48. “Less than a cup of coffee a day”Building brand awareness 2013
    • 49. Building brand awareness 2013
    • 50. We are engaged by situations in which we see our actions modify subsequent resultsBuilding brand awareness 2013
    • 51. Building brand awareness 2013
    • 52. We are engaged by experiences that can bring meaningful achievementsBuilding brand awareness 2013
    • 53. Building brand awareness 2013
    • 54. Building brand awareness 2013
    • 55. Narrative elements are more believableBuilding brand awareness 2013
    • 56. “Storytelling is the best way to emotionallyconnect to people. We all have stories incommon so instead of listing facts andfigures on your website, tell the storybehind them.”Robert MillsBuilding brand awareness 2013
    • 57. Info-graphicBuilding brand awareness 2013
    • 58. Building brand awareness 2013
    • 59. We prefer things that are familiar to usBuilding brand awareness 2013
    • 60. “Showing personality in your app, website, orbrand can be a very powerful way for youraudience to identify and empathize with you.People want to connect with real people andtoo often we forget that businesses are justcollections of people. So why not let thatshine through?”Aarron WalterBuilding brand awareness 2013
    • 61. So why not let that shine through?Highly regulated?Forces | Emergency Services | NHS | Financial Services | Education | LawBrand is expected to be dehumanised?Government (Local and Central) | Law | Financial ServicesIntrovert organisation?Science & Engineering | Government (Local and Central) | Financial ServicesKeep private & work identities separate?Government (Local and Central) | Financial ServicesBuilding brand awareness 2013
    • 62. Building brand awareness 2013
    • 63. Building brand awareness 2013
    • 64. Building brand awareness 2013
    • 65. Building brand awareness 2013
    • 66. What about yoursites??Building brand awareness 2013
    • 67. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
    • 68. Building brand awareness 2013
    • 69. Social Business? Ref DAVID ARMANOBuilding brand awareness 2013
    • 70. Integrated campaigns Twitter | AR | Video | TV | Bus sheltersBuilding brand awareness 2013
    • 71. Social Media connectionsBuilding brand awareness 2013
    • 72. Social Media organised connectionsBuilding brand awareness 2013
    • 73. Social and the enterprise 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 neededBuilding brand awareness 2013
    • 74.  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)Building brand awareness 2013
    • 75. Buzz monitoringBuilding brand awareness 2013
    • 76. Social media control centreBuilding brand awareness 2013
    • 77. Digital marketing must match yourindividual problems and culturebecause without a custom fit,you’re missing the pointBuilding brand awareness 2013
    • 78. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
    • 79. Tactic 1: SEOBuilding brand awareness 2013
    • 80. @precedentcomms #PrecSem2013 Building brand awareness
    • 81. Building brand awareness 2013
    • 82. @precedentcomms #PrecSem2013 Building brand awareness
    • 83. Building brand awareness 2013
    • 84. Tactic 1: SEO B2B and B2G Oil Exploration FTSE 100 CompanyBuilding brand awareness 2013
    • 85. Case Study: Cairn versus Greenpeace Target response only to Cairns’ audience 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 Building brand awareness 2013
    • 86. campaigns are the way to marketdigitally because without targetingyou’re just paying to spamBuilding brand awareness 2013
    • 87. campaigns are the way to marketdigitally because with targetingyou’ll be able to track yoursuccessBuilding brand awareness 2013
    • 88. Building brand awareness 2013
    • 89. To help 11-18 year oldsbe better informed aboutdrinking, smoking anddrug takingBuilding brand awareness 2013
    • 90. Building brand awareness 2013
    • 91. Building brand awareness 2013
    • 92. Building brand awareness 2013
    • 93. Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers
    • 94. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Are you getting a return9. Considering the futureDiscussionBuilding brand awareness 2013
    • 95. Mobilise your communityBuilding brand awareness 2013
    • 96. Mobile, a growth channel that yourusers choose and enjoy using,don’t disappointBuilding brand awareness 2013
    • 97. Do you know environment? Smart TV Various platforms: traditional web browsers solutions to the many mobile platforms iOS Android WindowsBlackberry Building brand awareness 2013
    • 98. Take the time to understandyour user’s behaviour andcontextBuilding brand awareness 2013
    • 99. Building brand awareness 2013
    • 100. Don’t just follow the web1Move from a 4 to 6 step process Provide a quick quote? Building brand awareness 2013
    • 101. 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 Building brand awareness 2013
    • 102. Building brand awareness 2013
    • 103. Take the opportunityto innovate in designand functionBuilding brand awareness 2013
    • 104. Building brand awareness 2013
    • 105. MobiResponsiveFramework Native
    • 106. Some of our appsBuilding brand awareness 2013
    • 107. Building brand awareness 2013
    • 108. Building brand awareness 2013
    • 109. Content leads approachMobile from the ground-up Making mobile from pre-existing Custom approaches  Desktop applied to mobile Considered context  Stress / break points Specific content  Reworked contentA mobile first content approach An adaptation approach Building brand awareness 2013
    • 110. Mobile: a growth channel Don’t disappoint (egGlenmorangie) Don’t be afraid to innovate Don’t delay in providing a solution (think-apply-review-refine)Building brand awareness 2013
    • 111. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
    • 112. What is your internationalopportunity?Building brand awareness 2013
    • 113. Consider yourinternationalenvironment
    • 114. Key considerations 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
    • 115. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
    • 116. The technology hype curveBuilding brand awareness 2013
    • 117. Back in 2010Building brand awareness 2013
    • 118. Corning’s Vision: A day made of GlassBuilding brand awareness 2013
    • 119. 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.Building brand awareness 2013
    • 120. Some futures to follow......AR in practiceMobile paymentsMobile advancement (NFC)QR everywhereSocially integrated TVGamificationThe Facebook phoneSocial as a protocol Building brand awareness 2013
    • 121. Think bigStart smallAct quicklySmart thinking winsBuilding brand awareness 2013
    • 122. Create a Strategy map looking forward
    • 123. Find our Precedent group and follow us aton LinkedIn for a chance @precedentcomms forto find out more about Precedent news, seminar infoour seminars, network, and general observationsshare ideas and quiz the #PrecSemPrecedent team onseminar issues and more!
    • 124. We believe in… Question and discussion