Building Brand Awareness in a digital world - 18th March 2013

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Building Brand Awareness in a digital world - 18th March 2013

  1. 1. Building brand awarenessin the digital world18th March, 2013John Campbell Rob van TollDirector UX Consultant@PrecedentComms #PrecSem
  2. 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. 3. Building brand awareness 2013
  4. 4. Building brand awareness 2013
  5. 5. Building brand awareness 2013
  6. 6. Building brand awareness 2013
  7. 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. 8. How are you presenting your brand?
  9. 9. How are you presenting your brand?
  10. 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. 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. 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. 13. 1,000,000,000 active Facebook users in the worldBuilding brand awareness 2013
  14. 14. Building brand awareness 2013
  15. 15. ”A wealth of informationcreates a poverty of attention”Herbert Alexander Simon (American psychologist)Building brand awareness 2013
  16. 16. Gaining attention is thefirst step to having aconversation with consumers.Building brand awareness 2013
  17. 17. A linear process?Building brand awareness 2013
  18. 18. How to gain attentionFirstly understand the triggersBuilding brand awareness 2013
  19. 19. Passing us by?
  20. 20. Maybe less so?
  21. 21. The Attention Triggers
  22. 22. As long as the consumer sees relevant content,he/she is going to stick around or return again –this creates opportunities to have a sellingconversation.
  23. 23. Emotional
  24. 24. Relevancy
  25. 25. Uniqueness
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Building brand awareness 2013
  30. 30. Building brand awareness 2013
  31. 31. 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
  32. 32. 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
  33. 33. low identified fan highly identified fan medium identified fanBuilding brand awareness 2013
  34. 34. Research methodsBuilding brand awareness 2013
  35. 35. 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
  36. 36. Research outputs: Persona 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
  37. 37. Research outputs: RoadmapBuilding brand awareness 2013
  38. 38. 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
  39. 39. Some findingsWeb sites are seen in isolationBrands are: - not differentiating - not balancing the educational and emotional needs - not giving clear calls to actionAre being stereotypical Building brand awareness 2013
  40. 40. Building brand awareness 2013
  41. 41. Simple and quirkyBuilding brand awareness 2013
  42. 42. Building brand awareness 2013
  43. 43. 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
  44. 44. ”We need tosell more”Building brand awareness 2013
  45. 45. ”I need a…””Building brand awareness 2013
  46. 46. I want to ave money, o that I can ave enough ut aside formy son to goo university.” Building brand awareness 2013
  47. 47. Outcomes for your website - Attract new customers - Retain existing customers - Build trust - Increase reach - Sell somethingBuilding brand awareness 2013
  48. 48. Decisions arerational andemotionalBuilding brand awareness 2013
  49. 49. It is impossible to engagesomeone if you don’t knowwhat’s motivating themBuilding brand awareness 2013
  50. 50. Making an emotional connection - Framing - Feedback loops - Goal setting / Achievements - Story - Familiarity BiasBuilding brand awareness 2013
  51. 51. “Less than a cup of coffee a day”Building brand awareness 2013
  52. 52. Building brand awareness 2013
  53. 53. We are engaged by situations in which we see our actions modify subsequent resultsBuilding brand awareness 2013
  54. 54. Building brand awareness 2013
  55. 55. We are engaged by experiences that can bring meaningful achievementsBuilding brand awareness 2013
  56. 56. Building brand awareness 2013
  57. 57. Building brand awareness 2013
  58. 58. Narrative elements are more compellingBuilding brand awareness 2013
  59. 59. “Storytelling is the best way toemotionally connect to people. We allhave stories in common so instead oflisting facts and figures on yourwebsite, tell the story behind them.”Robert MillsBuilding brand awareness 2013
  60. 60. Info-graphicBuilding brand awareness 2013
  61. 61. Building brand awareness 2013
  62. 62. We prefer things that are familiar to usBuilding brand awareness 2013
  63. 63. “Showing personality can be a very powerfulway for your audience to identify andempathize with you. People want to connectwith real people and too often we forget thatbusinesses are just collections of people. Sowhy not let that shine through?”Aarron WalterBuilding brand awareness 2013
  64. 64. 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
  65. 65. Building brand awareness 2013
  66. 66. Building brand awareness 2013
  67. 67. Building brand awareness 2013
  68. 68. Building brand awareness 2013
  69. 69. What about yoursite?Building brand awareness 2013
  70. 70. 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
  71. 71. Building brand awareness 2013
  72. 72. Social Business? Ref DAVID ARMANOBuilding brand awareness 2013
  73. 73. Integrated campaigns Twitter | AR | Video | TV | Bus sheltersBuilding brand awareness 2013
  74. 74. Social Media connectionsBuilding brand awareness 2013
  75. 75. Social Media organised connectionsBuilding brand awareness 2013
  76. 76. 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
  77. 77. Simple advice is still important 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
  78. 78. Buzz monitoringBuilding brand awareness 2013
  79. 79. Social media control centreBuilding brand awareness 2013
  80. 80. Digital marketing must match yourindividual problems and culturebecause without a custom fit,you’re missing the pointBuilding brand awareness 2013
  81. 81. 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
  82. 82. Tactic 1: SEOBuilding brand awareness 2013
  83. 83. @precedentcomms #PrecSem2013 Building brand awareness
  84. 84. Building brand awareness 2013
  85. 85. @precedentcomms #PrecSem2013 Building brand awareness
  86. 86. Building brand awareness 2013
  87. 87. Tactic 1: SEO B2B and B2G Oil Exploration FTSE 100 CompanyBuilding brand awareness 2013
  88. 88. 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
  89. 89. campaigns are the way to marketdigitally because without targetingyou’re just paying to spamBuilding brand awareness 2013
  90. 90. campaigns are the way to marketdigitally because with targetingyou’ll be able to track yoursuccessBuilding brand awareness 2013
  91. 91. Building brand awareness 2013
  92. 92. To help 11-18 year oldsbe better informed aboutdrinking, smoking anddrug takingBuilding brand awareness 2013
  93. 93. Building brand awareness 2013
  94. 94. Building brand awareness 2013
  95. 95. Building brand awareness 2013
  96. 96. Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers
  97. 97. 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
  98. 98. Mobilise your communityBuilding brand awareness 2013
  99. 99. Mobile, a growth channel that yourusers choose and enjoy using,don’t disappointBuilding brand awareness 2013
  100. 100. Do you know environment? Smart TV Various platforms: traditional web browsers solutions to the many mobile platforms iOS Android WindowsBlackberry Building brand awareness 2013
  101. 101. Take the time to understandyour user’s behaviour andcontextBuilding brand awareness 2013
  102. 102. Building brand awareness 2013
  103. 103. Don’t just follow the web1Move from a 4 to 6 step process Provide a quick quote? Building brand awareness 2013
  104. 104. 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
  105. 105. Take the opportunityto innovate in designand functionBuilding brand awareness 2013
  106. 106. Building brand awareness 2013
  107. 107. Building brand awareness 2013
  108. 108. MobiResponsiveFramework Native
  109. 109. Some of our appsBuilding brand awareness 2013
  110. 110. Building brand awareness 2013
  111. 111. Building brand awareness 2013
  112. 112. 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
  113. 113. Mobile: a growth channel Don’t disappoint Don’t be afraid to innovate Don’t delay in providing a solution (think-apply-review-refine)Building brand awareness 2013
  114. 114. 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
  115. 115. What is your internationalopportunity?Building brand awareness 2013
  116. 116. Consider yourinternationalenvironment
  117. 117. 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
  118. 118. 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
  119. 119. The technology hype curveBuilding brand awareness 2013
  120. 120. Back in 2010Building brand awareness 2013
  121. 121. Corning’s Vision: A day made of GlassBuilding brand awareness 2013
  122. 122. 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
  123. 123. Some futures to follow......AR in practiceMobile paymentsMobile advancement (NFC)QR everywhereSocially integrated TVGamificationThe Facebook phoneSocial as a protocol Building brand awareness 2013
  124. 124. Think bigStart smallAct quicklySmart thinking winsBuilding brand awareness 2013
  125. 125. Create a Strategy map looking forward
  126. 126. 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!
  127. 127. We believe in… Question and discussion

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