Second screen strategy: Digital marketing best practices for conferences and other events

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Today, 90% of media consumption is screen based. In 2014, the number of mobile devices in the world will exceed the global population. By 2018, there will be 1.4 connected mobile devices per person. That means that, as people move through the world, they will increasingly move with at least one other screen in hand (and even more devices on hand).

While the Second Screen revolution may have started with distracted television viewers, today, the multi-screen world demands marketers who know how to plan for it. This presentation breaks down second screen strategy into actionable advice specifically for event marketers. Yet the trends in consumer behavior apply to all brands that seek to connect with the people who matter most to them in an increasingly screen-based world.

Published in: Marketing, Technology

Second screen strategy: Digital marketing best practices for conferences and other events

  1. 1. THE SECOND SCREEN planning for (and against) event marketing strategies for a multi-screen world
  2. 2. VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #2ndScreenStrategy Ben Grossman e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  3. 3. THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST Second Screen Agenda
  4. 4. THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST Second Screen Agenda
  5. 5. 1.4MOBILE DEVICES PER PERSON BY 2018 Cisco, 2014
  6. 6. 18XTHE SIZE OF THE ENTIRE INTERNET IN 2000. 2013 DATA TRAFFIC WAS Cisco, 2014
  7. 7. NOT SURPRISING, SINCE 90%OF MEDIA CONSUMPTION IS SCREEN BASED 10% ANALOG 90% DIGITAL Google, 2012
  8. 8. AND GIVEN THAT WE LIVE IN A WORLD WHERE ATTENTION IS A PRECIOUS COMMODITY, PEOPLE SPEND A LOT OF TIME LOOKING AT MULTIPLE SCREENS.
  9. 9. ENTER THESECONDSCREEN
  10. 10. THE SECOND SCREEN Use of a screen-based device concurrent with the consumption of another form of linear content on a separate screen.
  11. 11. THE SECOND SCREEN Once specific to screens secondary to the television, today, the term has come to describe consumers’ multi-screen habits and cross-screen journeys.
  12. 12. 2005 2007 2009 2011 2013 THE SECOND SCREEN Peaked, it has! 2004-2014: RISE OF TERMINOLOGY 85%of smartphone and tablet owners use their devices while watching television. Google Trends, 2014, Nielsen
  13. 13. 26% THAT MAY SOUND DISTRACTING. BUT, LOOK CLOSER AND THERE’S A MAJOR OPPORTUNITY. Viewers using a sync application to view TV programming showed a higher engagement rate than their solo-screen viewing counterparts. Time Warner, 2013
  14. 14. AND BRANDED APPLICATIONS HAVE PERFORMED BETTER THAN GENERICS. BRANDED 144 INDEX INCENTED 131 INDEX GENERIC 115 INDEX SECOND SCREEN MOBILE APPLICATION ENGAGEMENT Time Warner, 2013
  15. 15. THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST Second Screen Agenda
  16. 16. The simultaneous use of screens where activities or content are related, and thus, stands to increase engagement. MULTI-TASKINGCOMPLEMENTARY 2 TYPES OF SECOND SCREEN BEHAVIOR The simultaneous use of screens where activities or content are unrelated, and thus, constitutes a potential distraction. 78%22% Microsoft, 2014
  17. 17. MULTI-TASKINGCOMPLEMENTARY “If there’s an actress that I recognize, but I can’t remember where I recognize her from, I’ll just do a quick search on IMDB, or something like that.” -Andrew “Just out of habit, picking up the touchpad or the phone and deciding to search on the internet for a little bit. [...] It’s frustrating that I do it though, because you feel like you don’t stay as engaged...” -Bradley 2 TYPES OF SECOND SCREEN BEHAVIOR Microsoft, 2014
  18. 18. 9% 15% 23% 25% 42% 44% 60% SECOND SCREEN ACTIVITIESEMAIL INTERNETBROWSING SOCIALMEDIA GAMES SEARCH WORK VIDEO Microsoft, 2014
  19. 19. MULTI-TASKING REAL-TIME RESEARCHING COMPLEMENTARY SITUATIONAL SOCIALIZING ONGOING GRAZING GREAT ESCAPING
  20. 20. REAL-TIME RESEARCHING A simultaneous journey where consumers view related content on two or more devices at the same time. Generally motivated by curiosity, desire for efficiency and habit.
  21. 21. SITUATIONAL SOCIALIZING Connecting with like-minded communities, using first screen content as a catalyst for conversation. Generally motivated by extroversion, desire for connection and habit.
  22. 22. ONGOING GRAZING The most common behavior; users access separate, unrelated content in order to multi-task. Generally motivated by habit, personal preference and efficiency.
  23. 23. GREAT ESCAPING In the absence of interest in first screen content, consumers jump to a second screen, unrelated distraction. Generally motivated by boredom, desire for efficiency and habit.
  24. 24. THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST Second Screen Agenda
  25. 25. Create A Multi-Screen Experience Encourage Real-Time Researching and Situational Socializing by actively suggesting a Second Screen experience to attendees. Possibilities include: 1. Real-Time Engagement: Use a Mobile App or hashtag to encourage voting or live questions. 2. Contextual Networking: Offer a private LinkedIn Group or Mobile App-based social network for attendees. 3. Optional Deep-Dive: Enrich the first screen by providing complementary content that offers more depth through a Mobile App or online destination.
  26. 26. Provide Durable Content Plan for some level of Ongoing Grazing and, in worst cases, Great Escaping, by making key content available after the first screen experience is over. 1. Digital Archives: Tap into popular, search engine optimized digital archives like Slideshare, Issu or Podcasts. 2. Hard Copy Resources: On the way out of a session, distribute a “Top 10 Takeaways” list. 3. Dedicated Follow-Up: Post-event communications (email, Mobile App or phone call) are key and often lead to a second wave of social amplification.
  27. 27. Use Snackable Content Whether it’s to enable Situational Socializing or to grab attention when an audience has begun Ongoing Grazing, small-form content is key. 1. Organization of Information: Carefully organize and curate content into numbered lists and a predictable flow. 2. Tweetable Tips: Use suggestions like “Tweetable Tips” to encourage audiences to engage in Situational Socializing. 3. Statistics: Cited statistics can both offer an opportunity for content sharing and also encourage Real-Time Researching as attendees seek to be helpful and learn more.
  28. 28. THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST Second Screen Agenda
  29. 29. Design Audience Interaction It’s harder to ignore peers than it is to ignore a third party presenter or facilitator. Additionally, for more senior audiences, engagement with peers is a key value proposition that brands can offer. PYMNTS.com hosts a ThinkAThonTM at itsannual Innovation Project to solve the industry’s most vexing questions.
  30. 30. Require Use of the Second Screen Second Screen distraction (multi-tasking) becomes less of a risk when an audience is required to actively use it to engage in the content being presented. Solutions can either leverage personal devices or arm attendees with loaned devices. Disney’s Second Screen offering requiresusers to synchronize iPads with live films toenrich the experience, engaging audiences atevery turn of the film.
  31. 31. Immerse The Audience Consider breaking away from traditional audience and presenter formats in order to provide a more immersive experience for attendees. When attendees are standing, engaging and conversing with peers, Second Screen multi- tasking is less of a threat. BP’s London Olympics Technology Experiencehad attendees on their feet in the middle ofjaw-dropping 3D Projection mapped roomsas part of an immersive presentation.
  32. 32. BRAND EXPERIENCE PRINCIPLES INSPIRE SHARING ADD VALUE USER- FIRST DESIGN ON (NOT IN) THE WAY ENGAGE ALL
  33. 33. THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST Second Screen Agenda
  34. 34. VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #2ndScreenStrategy Ben Grossman e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  35. 35. THE SECOND SCREEN planning for (and against) event marketing strategies for a multi-screen world

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