Giant Step - Engaging Audiences Online


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Giant Step - Engaging Audiences Online

  1. 1. About Giant Step [ ] • Digital Marketing Agency in Toronto, Canada • Producing marketing campaigns + online properties • Focus on branded online experiences • Many projects since 2003, including work for:
  2. 2. The Problem: How to use the Internet of 2010 to promote a Product / Content / Brand ?
  3. 3. Solution: Engage the audience as much as possible, wherever they are, through meaningful interactions
  4. 4. 1. Create a branded online environment 2. Design it to be fun, active, and social 3. Integrate with the ‘social media universe’ 4. Continuously interact + market directly 5. Learn + Adjust + Repeat How?
  5. 5. Need to integrate Technology + Marketing + Design to provide on going, meaningful experiences Technology Marketing Design What does it take?
  6. 6. Moderation Fan Club Hall of Fame Personal Pages & Content Watch & Vote Systems of Engagement Web Sites Apps in Social Sites Mobile Apps Console Games Design a system with planned usage in mind (like a vending machine) Registration Games Activities Digital Platforms
  7. 7. Casual Games Scoreboard Creative Activities Engaging Activities Massive Multi-Player Games Branded Social Networks Crowd Sourcing Complex Creative Activities Design branded activities (provide exciting things to do) Feedback + Support ( follow / vote / review ) Simple Activities Deep / Complex Activities User-Generated Content
  8. 8. Drawing Postcards Comics Videos Karaoke Photos User-Generated Content Mash-ups Share Review Family Friends GroupsSearch / Browse Vote Types of Content Types of Engagement With Who? Create / Update Follow Animation StoriesCharacters Events Others
  9. 9. User-Generated Content Tools for Generating Content:
  10. 10. User-Generated Content Tools for Generating Content:
  11. 11. User-Generated Content Tools for Generating Content:
  12. 12. User-Generated Content Tools for Displaying Content:
  13. 13. User-Generated Content Tools for Managing Your Content:
  14. 14. User-Generated Content Tools for Featuring Popular Content:
  15. 15. User-Generated Content Tools for Generating / Displaying / Managing Content
  16. 16. Badges of Honor Virtual Goods Contests with Real Prizes Hall of Fame Ranking Coupons Samples Incentives Must provide incentives to participate (something to win) Tangible Wins Non-Tangible Wins
  17. 17. Pay for impressions according to market prices ( + people know it’s an ad ) Traditional Ads Pay per Result Ads ( PPI / PPC / PPA ) Creating an environment that promotes “free” impressions can save on ad costs / improve results Online Brand Impressions Build audience in Social Sites / blogs Posts Likes / Follows Views / Subscribers Links that direct people to your brand (can be ‘Paid’ or ‘Earned’) Paid Impressions Earned Impressions
  18. 18. Data Mining: Generating Marketing Conclusions Behavioral Targeting Registrations Email / Other Direct Marketing Sharing / Referrals Audience Development Indicating Preferences Converting ‘Data’ into ‘Information’ Keep Up-to-Date “Scrubbing” the Data Engagement helps brands get to know their audiences Generating Lists Managing Lists Using Lists Levels of participation Strategy Adjustments
  19. 19. This is a complex process.. You have to build it step by step ..but it will increase the brand’s market influence and sales Activities UGC Incentives Impressions Direct Marketing 1:1 Basic Site
  20. 20. Need to integrate Technology + Marketing + Design to provide on going, meaningful experiences Technology Marketing Design What does it take?
  21. 21. Technology Marketing Design HTML Flash/Flex PHP/MySQL Servers/Hosting Will it work? Not slow? Not crush? On all browsers? Integration Testing Will they come back? Bring friends? Often? Will they use it? Enjoy it? Love it? Usability Look & Feel Brand Guidelines Wow Factor Time spent UGC posts Repeat visits Page visits Sharing
  22. 22. For Example..
  23. 23. Gogo’s are collectible toys
  24. 24. Gogo’s are collectible toys Kids collect, trade, and play simple games with them
  25. 25. Hundreds of characters in several series + sticker books, and other branded merchandise
  26. 26. The Challenge: Build a site exciting enough that visitors will: 1. Signup 2. Come back regularly 3. Bring friends
  27. 27. Solution: Gogo’s Club * Gogo’s avatars * Game competitions * Creative activity competitions * Tracking personal collections + more
  28. 28. Results: * Launched in 9 languages + moderation * Millions of repeat visits per month * 500,000+ user generated content posts * Average 10 minutes spent per visit * High number of page views per visit * Latest news reported 250M Gogo’s sold in 2009! * Producing a TV series and Nintendo video games
  29. 29. Thank You! Gil Katz / Eyal Katz /