Your SlideShare is downloading. ×
Building Brand Awareness in a digital world - 18th March 2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

701
views

Published on

London Studio Open House.

London Studio Open House.


0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
701
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
39
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Building brand awarenessin the digital world18th March, 2013John Campbell Rob van TollDirector 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. ”A wealth of informationcreates a poverty of attention”Herbert Alexander Simon (American psychologist)Building brand awareness 2013
  • 16. Gaining attention is thefirst step to having aconversation with consumers.Building brand awareness 2013
  • 17. A linear process?Building brand awareness 2013
  • 18. How to gain attentionFirstly understand the triggersBuilding brand awareness 2013
  • 19. Passing us by?
  • 20. Maybe less so?
  • 21. The Attention Triggers
  • 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. Emotional
  • 24. Relevancy
  • 25. Uniqueness
  • 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. 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. 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. Building brand awareness 2013
  • 30. Building brand awareness 2013
  • 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. 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. low identified fan highly identified fan medium identified fanBuilding brand awareness 2013
  • 34. Research methodsBuilding brand awareness 2013
  • 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. 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. Research outputs: RoadmapBuilding brand awareness 2013
  • 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. 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. Building brand awareness 2013
  • 41. Simple and quirkyBuilding brand awareness 2013
  • 42. Building brand awareness 2013
  • 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. ”We need tosell more”Building brand awareness 2013
  • 45. ”I need a…””Building brand awareness 2013
  • 46. I want to ave money, o that I can ave enough ut aside formy son to goo university.” Building brand awareness 2013
  • 47. Outcomes for your website - Attract new customers - Retain existing customers - Build trust - Increase reach - Sell somethingBuilding brand awareness 2013
  • 48. Decisions arerational andemotionalBuilding brand awareness 2013
  • 49. It is impossible to engagesomeone if you don’t knowwhat’s motivating themBuilding brand awareness 2013
  • 50. Making an emotional connection - Framing - Feedback loops - Goal setting / Achievements - Story - Familiarity BiasBuilding brand awareness 2013
  • 51. “Less than a cup of coffee a day”Building brand awareness 2013
  • 52. Building brand awareness 2013
  • 53. We are engaged by situations in which we see our actions modify subsequent resultsBuilding brand awareness 2013
  • 54. Building brand awareness 2013
  • 55. We are engaged by experiences that can bring meaningful achievementsBuilding brand awareness 2013
  • 56. Building brand awareness 2013
  • 57. Building brand awareness 2013
  • 58. Narrative elements are more compellingBuilding brand awareness 2013
  • 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. Info-graphicBuilding brand awareness 2013
  • 61. Building brand awareness 2013
  • 62. We prefer things that are familiar to usBuilding brand awareness 2013
  • 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. 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. Building brand awareness 2013
  • 66. Building brand awareness 2013
  • 67. Building brand awareness 2013
  • 68. Building brand awareness 2013
  • 69. What about yoursite?Building brand awareness 2013
  • 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. Building brand awareness 2013
  • 72. Social Business? Ref DAVID ARMANOBuilding brand awareness 2013
  • 73. Integrated campaigns Twitter | AR | Video | TV | Bus sheltersBuilding brand awareness 2013
  • 74. Social Media connectionsBuilding brand awareness 2013
  • 75. Social Media organised connectionsBuilding brand awareness 2013
  • 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. 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. Buzz monitoringBuilding brand awareness 2013
  • 79. Social media control centreBuilding brand awareness 2013
  • 80. Digital marketing must match yourindividual problems and culturebecause without a custom fit,you’re missing the pointBuilding brand awareness 2013
  • 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. Tactic 1: SEOBuilding brand awareness 2013
  • 83. @precedentcomms #PrecSem2013 Building brand awareness
  • 84. Building brand awareness 2013
  • 85. @precedentcomms #PrecSem2013 Building brand awareness
  • 86. Building brand awareness 2013
  • 87. Tactic 1: SEO B2B and B2G Oil Exploration FTSE 100 CompanyBuilding brand awareness 2013
  • 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. campaigns are the way to marketdigitally because without targetingyou’re just paying to spamBuilding brand awareness 2013
  • 90. campaigns are the way to marketdigitally because with targetingyou’ll be able to track yoursuccessBuilding brand awareness 2013
  • 91. Building brand awareness 2013
  • 92. To help 11-18 year oldsbe better informed aboutdrinking, smoking anddrug takingBuilding brand awareness 2013
  • 93. Building brand awareness 2013
  • 94. Building brand awareness 2013
  • 95. Building brand awareness 2013
  • 96. Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers
  • 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. Mobilise your communityBuilding brand awareness 2013
  • 99. Mobile, a growth channel that yourusers choose and enjoy using,don’t disappointBuilding brand awareness 2013
  • 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. Take the time to understandyour user’s behaviour andcontextBuilding brand awareness 2013
  • 102. Building brand awareness 2013
  • 103. Don’t just follow the web1Move from a 4 to 6 step process Provide a quick quote? Building brand awareness 2013
  • 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. Take the opportunityto innovate in designand functionBuilding brand awareness 2013
  • 106. Building brand awareness 2013
  • 107. Building brand awareness 2013
  • 108. MobiResponsiveFramework Native
  • 109. Some of our appsBuilding brand awareness 2013
  • 110. Building brand awareness 2013
  • 111. Building brand awareness 2013
  • 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. 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. 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. What is your internationalopportunity?Building brand awareness 2013
  • 116. Consider yourinternationalenvironment
  • 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. 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. The technology hype curveBuilding brand awareness 2013
  • 120. Back in 2010Building brand awareness 2013
  • 121. Corning’s Vision: A day made of GlassBuilding brand awareness 2013
  • 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. Some futures to follow......AR in practiceMobile paymentsMobile advancement (NFC)QR everywhereSocially integrated TVGamificationThe Facebook phoneSocial as a protocol Building brand awareness 2013
  • 124. Think bigStart smallAct quicklySmart thinking winsBuilding brand awareness 2013
  • 125. Create a Strategy map looking forward
  • 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. We believe in… Question and discussion