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Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
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Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication

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A talk presented by Scott Gray, Head of Planning at Quirk Cape Town for the ITWeb Social Media Summit in August 2012.

A talk presented by Scott Gray, Head of Planning at Quirk Cape Town for the ITWeb Social Media Summit in August 2012.

Published in: Business
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Transcript

  • 1. RELEVANCYREACH ACTION! ATTENTION Scott Gray | Quirk @thescott
  • 2. Organisations with little digital experienceask me what the role of digital is.Thats the wrong question. The questionshould be "how should our organisationoperate in the 21st Century?”Phil Dearsonphildearson.com/what-is-digital
  • 3. “TRADITIONAL” MARKETING UNI-DIRECTIONAL BRAND  PEOPLE
  • 4. “TRADITIONAL” MARKETING “MODERN-DAY” MARKETING UNI-DIRECTIONAL OMNI DIRECTIONAL BRAND  PEOPLE BRAND  PEOPLE PEOPLE  PEOPLE
  • 5. PEOPLE PEOPLE
  • 6. Marketers must recognise the networks peopleare creating around themselves…
  • 7. … they’re growing rapidly …
  • 8. 56% of township residents aged 16-35 havea Facebook account.Source: ikapadata Mobile Money Survey April 2012
  • 9. … they’re becoming increasingly complex.Source: inmaps.linkedinlabs.com
  • 10. Marketers must recognise the networks peopleare creating around themselves…(ALL ENABLED BY THE ADVANCEMENT AND PROLIFERATION OF TECHNOLOGY)
  • 11. People and their networks are becoming more powerful conduits through which brand messages can travel (don’t ignore the value of paid and owned media!) REACH
  • 12. [video removed]
  • 13. With increasingly complex networks forming around us,greater access to communities of “people like me” is areality…
  • 14. THEN (and now)The very notion ofmainstream is being EVERYONE EVERYONE ELSEchallenged as people’sinterests start to fragmentand move down the long tail SOON FRAGMENTATION EVERYONE ELSE
  • 15. AKA “I’m cool with interrupting a few million folk while they sleep through my boring ad”Where a singular message frombrand to audience used to yieldacceptable results, SOONthe fragmentation of“mainstream” is a challenge interms of being relevant (and to FRAGMENTATIONas many people as before)
  • 16. “Create relevance, not awareness” STEVE JOBSTo achieve effective reach, brands need toidentify relevant interest groups and tailortheir communications (and channels) to suit- silo approach.
  • 17. To achieve effective reach, brands need toidentify relevant interest groups and tailortheir communications (and channels) to suit RELEVANCE- silo approach.
  • 18. RELEVANCEBRAND PEOPLE’SVALUES VALUES SHARED VALUES
  • 19. [video removed]
  • 20. Sneakerpedia.com
  • 21. Sealine.co.za
  • 22. With the advancement of technology and socialnetworks, the way we consume media isevolving…
  • 23. ON DEMAND
  • 24. >15msongs
  • 25. >50k radio stations
  • 26. Add to that the increasing importance of the mobile phone as atool to connect humans at negligible cost and connect to theweb with increasing ease
  • 27. The surge in the number of media andcommunication channels (read: distractions)available mean our attention is being directed inone of an almost infinite number of directions.
  • 28. PRE-DIGITAL startlinear experience•  TV•  Radio•  Print•  Telephone•  Face to face end
  • 29. DIGITAL ERAmulti-layered experience•  Mobile phone•  Computer•  Web browser Depth•  TV•  Radio•  Print•  Telephone•  Face to face
  • 30. HUMANS HAVE A FINITEAMOUNT OF ATTENTION.
  • 31. OUR ATTENTION HAS A PRICE TAG(Which we trade on worthwhile experiences) (Relatively speaking)
  • 32. Communication is a trade / exchange…
  • 33. To gain attention, brands need to create experiences that exceed the value the audience places on their attention – a favourable exchangeATTENTION
  • 34. [video removed]
  • 35. d
  • 36. [video removed]
  • 37. RUGGAZONE.mobi
  • 38. Having someone’s attention is great, but it’swhat you do with it that counts…
  • 39. If attention is the means,action is the end.
  • 40. An action (buy, share, create, sms) is what moves the brand closer to its objectives ACTION!
  • 41. Defining CLEAR andACTIONABLE objectives isan important first step.
  • 42. Email FB Ads YouTube Banners Pre-rollsNext, develop asimple user EARNED MEDIAjourney fromstart to end (theend being the FACEBOOKdesired action). Download Pay with Complete Sign-Up Free track a Tweet details tab
  • 43. Basic digital marketingpractices still (and always) AWAREapply: CONSIDERING•  Analysis of data•  Ongoing conversion HIGH INTEREST optimisation (iteration NITTY GRITTY and testing) BUY!
  • 44. “A brand is the sum of a product’s attributes, its history, its reputation, and the way it’s Finally, the value of a advertised”brand is held in the mind David Ogilvy of the consumer.
  • 45. Brands exist in the mind of people. A positive perception is critical. EQUITY
  • 46. Measuring sentiment of the conversation is avaluable indicator of success:1.  Are people talking about us?2.  Is what we’re saying being well received?
  • 47. RELEVANCE REACH ATTENTION ACTION! Identify relevant Maximise reach Develop Spark action that interest / cultural within each group communication that links to thegroups and tailor their through PAID / engages people objectives of thecommunications (and channels) that align OWNED / EARNED communication. with them and brand channels. (shared values). Is our creative / How far and wide is Did ourchannel selection Are we getting the our message communication aligned with our attention we need? spreading? spark action? audience? EQUITY Brands exist in the mind of people. A positive perception is critical. Did our communication impact positively on the brand’s reputation?
  • 48. RELEVANCYREACH ACTION! ATTENTION
  • 49. THANKS!

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