Driving Actions and Reactions - Edinburgh 20/05/14

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Today's seminar illustrated how and where to engage your audience and offered tips and advice to help you make decisions around five key areas of delivery (customisation, device context, community reach, delivery and content) that will affect your chances of driving actions and reactions online.

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Driving Actions and Reactions - Edinburgh 20/05/14

  1. 1. DRIVING ACTIONS AND REACTIONS LindsayHerbert RobertvanTol @lindzeiy @precedentcomms #precsem
  2. 2. A BIT ABOUT PRECEDENT @lindzeiy @precedentcomms #precsem
  3. 3. @lindzeiy @precedentcomms #precsem
  4. 4. @lindzeiy @precedentcomms #precsem
  5. 5. LONDON EDINBURGH CARDIFF PERTH MELBOURNE HONG KONG @lindzeiy @precedentcomms #precsem
  6. 6. WHO WE WORK WITH @lindzeiy @precedentcomms #precsem
  7. 7. OUR REPORTS @lindzeiy @precedentcomms #precsem
  8. 8. THE REPORT @lindzeiy @precedentcomms #precsem
  9. 9. • Strategyvs.reaction • Howtousetacticseffectively • Whatdoesitallmean? BY THE END OF THE DAY @lindzeiy @precedentcomms #precsem
  10. 10. Precedent’s story PRECEDENT’S STORY @lindzeiy @precedentcomms #precsem
  11. 11. Our strategy • photo of a kangaroo with a laptop OUR STRATEGY @lindzeiy @precedentcomms #precsem
  12. 12. OUR REACTION @lindzeiy @precedentcomms #precsem
  13. 13. STRATEGY VS REACTION Respondingto whatyoucan’t control Settinga coursebased onobjectives @lindzeiy @precedentcomms #precsem
  14. 14. 1)Communicate 2)Customise 3)Create WAYS TO REACT: The 3 c’s @lindzeiy @precedentcomms #precsem
  15. 15. WAYS TO REACT: THE TACTICS Communicate Customise Create Digitalassets Personalised experiences Devicecontext Onlineservices Community engagement @lindzeiy @precedentcomms #precsem
  16. 16. TIMEFRAMES Immediate Soon Thisyear @lindzeiy @precedentcomms #precsem
  17. 17. COMMUNICATE, CUSTOMISE, CREATE DRIVING ACTIONS AND REACTIONS @lindzeiy @precedentcomms #precsem
  18. 18. NEED TO ACT IMMEDIATELY? COMMUNICATE Useyourdigitalassetsandyourcommunity @lindzeiy @precedentcomms #precsem
  19. 19. @lindzeiy @precedentcomms #precsem
  20. 20. “We wish Cancer Research every success in their campaign and their goals. Polar bear selfies are harder to come by, though as far as we are aware none wear makeup”
  21. 21. IN SUMMARY Useyourdigitalassetsandyourcommunity 1. Don’tjustfollowthecrowd(SuperBowl) 2. Tailorcontenttobetopical(FlickrandPolarVortex) 3. DobetterthantheaverageJoe(TFL) 4. Ifyou’regoingtoweighin,takeastance (OkCupid) 5. Claimgroundwhenyou’rerelevant(CancerSelfies) 6. Createresponsesquickly(BodyFormandDissolve) @lindzeiy @precedentcomms #precsem
  22. 22. Fire shaft craze worries fire service BoE spooks mortgage market Government pledges new Arts money Edinburgh Festival organisers and Lothian and Borders Fire Service chiefs are in discussions about the new wave of unregistered fire acts. Governor of the Bank of England issues warning over financial instability of the housing sector could cause major problems for the UK economy. New technology investment in Edinburgh’s national art galleries should open up the arts to new Scottish audiences. 15 May 2014 What would you do to make people more safety conscious and get the Fire Service brand seen
  23. 23. NEED TO ACT SOON? CUSTOMISE Fortheuserandthedevicecontext @lindzeiy @precedentcomms #precsem
  24. 24. • Tesco bank – trend of people doing more on mobile
  25. 25. Customisefortheuserandthedevicecontext IN SUMMARY 1. Learntoreadthedata(Target) 2. Adapttofeedback(TFLandRoyalYacht) 3. Changethemobilehomepageinapinch(DEC) 4. Tailorfunctionstoreallifeneeds(PerthandStarbucks) 5. Tacklemisunderstandingshead-on(AnthonyNolan) 6. Bucktrendstouncovernewmarkets(Tesco) @lindzeiy @precedentcomms #precsem
  26. 26. Fire shaft craze worries fire service BoE spooks mortgage market Government pledges new Arts money Edinburgh Festival organisers and Lothian and Borders Fire Service chiefs are in discussions about the new wave of unregistered fire acts. Governor of the Bank of England issues warning over financial instability of the housing sector could cause major problems for the UK economy. New technology investment in Edinburgh’s national art galleries should open up the arts to new Scottish audiences. 15 May 2014 What can lenders do customise their website & mobile offering to ease the fears of would-be buyers
  27. 27. NEED TO ACT WITHIN THE YEAR? CREATE Buildentirelynewonlineservicesandofferings @lindzeiy @precedentcomms #precsem
  28. 28. Universities rolling with the times
  29. 29. Buildentirelynewonlineservicesandofferings IN SUMMARY 1. Don’tassumeyou’llalwaysbeontop(iTunes) 2. Blendautomationwithengagement(McDonald's) 3. Eliminatebarrierswithreallife(CardiffUniversity) 4. Adapttochangesinthesector(BMA) 5. Anticipatenewtech (MotoandHendersons) 6. Usetechtosolvelogisticsproblems (BeaconsandSt. Andrew’sLinks) @lindzeiy @precedentcomms #precsem
  30. 30. Fire shaft craze worries fire service BoE spooks mortgage market Government pledges new Arts money Edinburgh Festival organisers and Lothian and Borders Fire Service chiefs are in discussions about the new wave of unregistered fire acts. Governor of the Bank of England issues warning over financial instability of the housing sector could cause major problems for the UK economy. New technology investment in Edinburgh’s national art galleries should open up the arts to new Scottish audiences. 15 May 2014 It’s been decided to install Beacons and develop a companion app – what would this do
  31. 31. BUT WHAT DOES IT ALL MEAN? @lindzeiy @precedentcomms #precsem
  32. 32. • Strategyvs.reaction • Howtousetacticseffectively • Whatdoesitallmean? BY THE END OF THE DAY @lindzeiy @precedentcomms #precsem
  33. 33. STRATEGY REACTION Respondingto whatyoucan’t control Settinga coursebased onobjectives VS @lindzeiy @precedentcomms #precsem
  34. 34. WAYS TO REACT: THE TACTICS Communicate Customise Create Digitalassets Personalised experiences Devicecontext Onlineservices Community engagement @lindzeiy @precedentcomms #precsem
  35. 35. TACTICS FROM YOUR STRATEGY Content strategy Mobile strategy Customer experience strategy Personalisation strategy Socialmedia strategy Digital assets Device context Online services Personalised experiences Community engagement @lindzeiy @precedentcomms #precsem
  36. 36. REMEMBER THE KANGAROO? @lindzeiy @precedentcomms #precsem
  37. 37. REMEMBER THE KANGAROO? @lindzeiy @precedentcomms #precsem
  38. 38. LINK IN WITH US: @lindzeiy @precedentcomms #precsem

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