Sling-Shooting the Brand Experience in the Digital Domain

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In today’s digital domain, there’s a dizzying and ever-increasing array of channels to engage people on — online advertising, micro blogging, social networks, et al. …

In today’s digital domain, there’s a dizzying and ever-increasing array of channels to engage people on — online advertising, micro blogging, social networks, et al.

Module Partner and Director of Development, Adrian Pittman maps out the digital domain and provides insight into best practices to move prospects toward engagement and organizations toward achieving their brand objectives.

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  • 1. Social Media Club Detroit
  • 2. Sling-Shooting the Digital Domain
    The brand challenge:
    Prospect acquisition & conversion
  • 3. @#$%!
  • 4. Earth = Brand Objective
    Planet = Channel
    Sun = Brand
  • 5. Sling-Shooting the Digital Domain
    The Digital Domain: Orbits of commitment & influence
  • 6. Sling-Shooting the Digital Domain
    Digital Domain
    Levels of brand influence and
    Prospect activity
    Least influenced & active
    Moderately influenced & active
    Highly influenced & very active
  • 7. Sling-Shooting the Digital Domain
    Digital Domain
    Orbiting channels of brand message communication
    Distance = engagement entropy
    3 orbits & 5 stages of engagement
    Channel position will vary
  • 8. Sling-Shooting the Digital Domain
    Traveling the Distance:
    The Sling-Shooting Method
  • 9. Sling-Shooting the Digital Domain
    Luna 3: The Prospect
    Developed to take images of the moon
    Launched in 1959 by Russian scientists
    Utilized “gravity assist” to successfully
    reach the far side of the moon
  • 10. Sling-Shooting the Digital Domain
    The “Sling-shot” Brand Experience
    Prospect finds brand via search engine
    Sent to micro site for intermediate engagement
    Returns to brand site to advance engagement
  • 11. Sling-Shooting the Digital Domain
    The Relational Line of Logic
    Tell a cohesive story — each point should connect logically
    Don’t give it all away — avoid “TMI” in the early stages of engagement
    Know what’s next — follow every contact with a clear call to action
    Let the message fit the channel — Know the channel demographics
  • 12. Sling-Shooting the Digital Domain
    Whole Foods Case Study: Inbound Social Media conversion
  • 13. Sling-Shooting the Digital Domain
    Whole FoodsDigital Domain
    Brand Objective: Utilize SWspace to educate & incite
    regional retail activity
  • 14. Sling-Shooting the Digital Domain
    Whole Foods Relational Line
    User finds them on Twitter, Facebook & Flickr
    Sent to SM-friendly landing page
    Returns to website to engage local store, e-newsletter registration, etc.
  • 15. Sling-Shooting the Digital Domain
    Key Features
    Corporate and local market Twitter accounts
    Clear messaging ties between SM channel and core site
    Individual market presences on SM channel and core site
  • 16. Sling-Shooting the Digital Domain
    1. Micro blogging: Twitter
  • 17. Sling-Shooting the Digital Domain
    2. Landing Page (from Twitter)
  • 18. Sling-Shooting the Digital Domain
    3. Brand WebSite
    Clockwise: Content features; Email newsletter subscriptions; Store Locator
  • 19. Social Media Club Detroit