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. DRIVING ACTIONS AND REACTIONS LindsayHerbert RobertvanTol @lindzeiy @precedentcomms #precsem
- 2. A BIT ABOUT PRECEDENT @lindzeiy @precedentcomms #precsem
- 6. WHO WE WORK WITH @lindzeiy @precedentcomms #precsem
- 8. OUR REPORTS @lindzeiy @precedentcomms #precsem
- 9. THE REPORT @lindzeiy @precedentcomms #precsem
- 10. • Strategyvs.reaction • Howtousetacticseffectively • Whatdoesitallmean? BY THE END OF THE DAY @lindzeiy @precedentcomms #precsem
- 12. Our strategy • photo of a kangaroo with a laptop OUR STRATEGY @lindzeiy @precedentcomms #precsem
- 13. OUR REACTION @lindzeiy @precedentcomms #precsem
- 14. STRATEGY VS REACTION Respondingto whatyoucan’t control Settinga coursebased onobjectives @lindzeiy @precedentcomms #precsem
- 15. 1)Communicate 2)Customise 3)Create WAYS TO REACT: The 3 c’s @lindzeiy @precedentcomms #precsem
- 16. WAYS TO REACT: THE TACTICS Communicate Customise Create Digitalassets Personalised experiences Devicecontext Onlineservices Community engagement @lindzeiy @precedentcomms #precsem
- 17. TIMEFRAMES Immediate Soon Thisyear @lindzeiy @precedentcomms #precsem
- 18. COMMUNICATE, CUSTOMISE, CREATE DRIVING ACTIONS AND REACTIONS @lindzeiy @precedentcomms #precsem
- 19. NEED TO ACT IMMEDIATELY? COMMUNICATE Useyourdigitalassetsandyourcommunity @lindzeiy @precedentcomms #precsem
- 34. “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”
- 41. 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
- 42. 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
- 43. NEED TO ACT SOON? CUSTOMISE Fortheuserandthedevicecontext @lindzeiy @precedentcomms #precsem
- 53. • Tesco bank – trend of people doing more on mobile
- 54. 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
- 55. 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
- 56. NEED TO ACT WITHIN THE YEAR? CREATE Buildentirelynewonlineservicesandofferings @lindzeiy @precedentcomms #precsem
- 61. Universities rolling with the times
- 71. 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
- 72. 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
- 73. BUT WHAT DOES IT ALL MEAN? @lindzeiy @precedentcomms #precsem
- 74. • Strategyvs.reaction • Howtousetacticseffectively • Whatdoesitallmean? BY THE END OF THE DAY @lindzeiy @precedentcomms #precsem
- 75. STRATEGY REACTION Respondingto whatyoucan’t control Settinga coursebased onobjectives VS @lindzeiy @precedentcomms #precsem
- 76. WAYS TO REACT: THE TACTICS Communicate Customise Create Digitalassets Personalised experiences Devicecontext Onlineservices Community engagement @lindzeiy @precedentcomms #precsem
- 77. 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
- 78. REMEMBER THE KANGAROO? @lindzeiy @precedentcomms #precsem
- 79. REMEMBER THE KANGAROO? @lindzeiy @precedentcomms #precsem
- 83. LINK IN WITH US: @lindzeiy @precedentcomms #precsem