Brand Engagement - Innotech Portland Conference

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  • + guestf41bb4e6 guestf41bb4e6 6 months ago
    While ethnography is the correct broader terminology, and the ethnographic data that is derived from the research is applicable and fundamental to this approach, what James is referring to here is generally labeled 'psychographic attributes' in the user experience field. He is referring (mostly) to the psychological constructs that the individuals beliefs, preconceptions, expectations, and self-identity are built upon. Perhaps the UX terminology needs to evolve as we begin using more enthnographic techniques and adding more social psychology and anthropology to our fundamentally cognitive psychology toolkit.
  • + guestc7e8bfd guestc7e8bfd 6 months ago
    Great except: ’psychographic’ isn’t considered the term, ’ethnographic’ is.
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Brand Engagement - Innotech Portland Conference - Presentation Transcript

  1. From a demographic and psychographic perspective: Both are same age, gender, income bracket Both are early adopters Both have a Twitter, LinkedIn and Facebook account Both wear Oakley sunglasses Both drive SUVs James Rice Mike Caplan
  2. From a socialgraphic perspective: James bought an iPhone on day 1. Mike just bought a Blackberry last week. Mike hasn’t been to twitter in nine months, James tweets twice a day. They argue about whose sunglasses are cooler. One driver is a liberal. The other a conservative. James Rice Mike Caplan
  3. youdon’townyourcustomers, theyownyou.
  4. withafracturedmedialandscape, disparatesourcesofcustomerdata, inaneraofexponentialindividuality...
  5. howpeopleusebrandsis changing.
  6. historically,ouridentitieshave grownoutofourculture
  7. andourculturalidentities havebeenbasedonourmyths
  8. afterWWII,ourmythswere createdbyadvertising
  9. andmassidentitiesweredriven bymassmarketbrands
  10. fromfarmstotheneweden, weallsharedthesamedream
  11. ouradvertisingmythswere aspirational
  12. oursharedcommonidentity wasfragmentedbyglobal communication,politicsand technology
  13. brandsreplacedflagsas symbolsofnewsharedidentities
  14. andthen,evenbrandidentities begantoshift...lifestylesand peersemerged
  15. fromutilitytoaesthetics: changinghowweconsumed begantodefineourownbrand
  16. technologyandinformation empowersustomakeupour ownmindsandaesthetic
  17. andthisindividualaestheticwe callmicroidentities
  18. andwebecomeourownbrand
  19. fixthewayyourbrand engagestheworld
  20. justbylistening
  21. howdoyouunderstandyourcustomer?
  22. towardsmarterengagement RELEVANT DEMOGRAPHIC PSYCHOGRAPHIC SOCIALGRAPHIC CUSTOMER PROFILING PROFILING PROFILING EXPERIENCES
  23. identitiesaretheexpression, receptionandsocialgroup
  24. bringrelevanceandutility tocustomersasindividuals, don’tjustsaythingstothem.
  25. createbrandexperiences enabledwithintelligenttechnology, anddrivebusinessvaluethrough customerinteractions.
  26. marketingisnolongeraboutdriving transactionswitheverytactic
  27. buildlong-termcustomerrelationships throughmultiplechannels
  28. brandcohesion EXPERIENCES BRAND COHESION CUSTOMERS IDENTITIES speak to individuals, not segments tailor to identities, not media channels develop engaging experiences, not marketing
  29. brandcohesion EXPERIENCES t en rel em eva gag n en ce BRAND COHESION CUSTOMERS IDENTITIES behavior behavior shift of audience understand relevance of identities drive authentic engagement
  30. architecture + integration CUSTOMER BUSINESS MARKET AGGREGATION BUILD + + BRAND + TECHNOLOGY EXPERIENCE VALUE IDENTITY TRANSFORMATION ORCHESTRATION DISCOVERY business is fully guided toward brand value
  31. engageyouraudiencewisely Acquire Retain Stimulate Awareness Engagement Advocacy (Exhibition) (Utility) (Commitment)
  32. ‣ let customers invest in your brand ‣ true authority shares knowledge ‣ exclusivity = acknowledgement ‣ the tactics will change, the customers will evolve ‣ listen. listen. listen.
  33. thankyou james rice - linkedin.com/in/jamesrice @jamesrice mike caplan - linkedin.com/in/mrcaplan
  34. all images: http://www.flickr.com/photos/ shiyang1984/3144428788/ fifipatchouli/3343527415/ notsogoodphotography/439590968/ rudisilbermann/3307873367/ katherinejamieson/3322150333/ crosslens/3306206545/ notsogoodphotography/1365182310/ jonowales/95283121/ Look up these photographers at flickr to see more amazing work, and hire this type of fresh talent for your next corporate shoot.

+ James RiceJames Rice, 6 months ago

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