Users, Not Audiences
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Users, Not Audiences

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This is an ongoing work in progress, which I\'ve presented in various venues, about how planning needs to evolve into something new to help companies talk to customers in the post-commercial, ...

This is an ongoing work in progress, which I\'ve presented in various venues, about how planning needs to evolve into something new to help companies talk to customers in the post-commercial, interwebbed era.

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Users, Not Audiences Users, Not Audiences Presentation Transcript

  • Users, Not Audiences
    Planning the Digital Brand
  • Kip Voytek
    SVP, Communications & Experience Planning
    SVP/ECD, R/GA
    Before that, game designer, union organizer, speechwriter, programmer, physical computing hobbyist, digital dilettante.
    WHY AM I UP HERE
  • STRUCTURE
    this  that
  • Background - Game Design
    “a series of interesting choices” - Bruce Shelly
  • Background - Interaction Design
    Rhythms of Software and Marketing
    Usability  Greater Functionality  Meaningful Brand Engagement
  • (R)Evolution #1: Convergence of Design & Planning
    Interaction Design

    Experience Design

    Communications Planning

    Experience Planning
  • (R)Evolution #2: Many ideas, not just one big one
    Insight  Big Idea  Campaign

    Crafting/Designing/Planning
    Brand Experiences & Product Extensions
  • (R)Evolution #3: Broadened remit
    Story

    Content

    Product Extension

    Utility
  • (R)evolution #4: Moving “targets” (aka people)
    User
    Human
    Customer
    Prospect
    Target
    Persona
    Customer
    Influencer
    Segment
    All of them, none of them
    All the time, never
    Multiple leans
    Real-Time
    Social
    Want Utility
    Compute everywhere
    Move as they want
  • (R)evolution #5: New types of insight(s)
    Audience
    Needs & Emotions
    Category Conventions
    & Standards
    Culture/al
    Context
    User Behaviors
    on-site
    Being Digital
  • (R)evolution #6: Redefining Emotion
    Emotion triggers action, meaning sustains it.
    - Cindy Chastain, IxDA10
  • (R)evolution #6: Redefining Emotion
    Utility is the most important emotion
  • (R)evolution #6: Redefining Emotion
    Utility is the
    only emotion
  • (R)evolution #7: User-Generated . . . Awareness
    AWARENESS
    AWARENESS
    EFFECTIVE
    USE
    EARLY
    SUCCESS
    AWARENESS
    SATISFACTION
    TRIAL
    CONSIDERATION
    AWARENESS
    AWARENESS
    Many: 1 awareness leads to success for core users
    Success leads to 1:1 advocacy
  • (R)evolution #8: Reprise
  • (R)evolution #9: Presence in Social/Conversations
    3rd Party Content Sites
    - site
    - articles
    - readers comments
    - editorial comments
    Brand Content
    • Site
    • microsite
    • distribution
    - articles
    - tools
    - blogs
    - status
    - videos
    - pics
    - links
    - UGC
    Video Sharing
    Networks
    Blogs &
    Personal Publishing
    Mico-blog &
    Status tools
    Social Networks
    Customer & Prospect Conversations
  • (R)evolution #8: Expanded Brand Picture
    Story
    Utility
    Content
    Enjoying/Using Product
    Campaign/Message
    USEFULNESS
    & FUNCTIONALITY
    INFORMATION
    & RESEARCH
    AWARENESS
    TONE & VOICE
    Insights
    & Briefs
    BRAND VALUES & STRATEGY
    Brand Promise
  • From one big idea to a whole bunch of multi-sized ones
    Big ideas can over-focus you on:
    • Novelty
    • The unique whatever
    • The differentiator, one-ness
    • One feature
    • All the features
    • Ideation at the expense of design and execution, quality and depth
  • Messages always have big ideas, products usually don’t
  • Campaign
    Campaign
    NBA
    NCAA
    Street
    HS
    LbJ
    Kobe
    Platforms need more than one big idea
    Nike & Basketball
    Platform
    “Advertising is subtractive, digital is additive.” - Nick Law, CCO R/GA
  • But we need concision
    People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the 100 other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done.
    - The Beloved Chairman (Jobs)
  • Requirements for Insight/Takeaway/Brief
    portableyou can hold it in your head
    intuitivethe value benefit are immediately graspable
    richthe concept goes somewhere, allows for input
    partly negativeit inherently says no
  • New Models & Metaphors: Mantras, Haikus, Partis, Building Statements
  • The ending bits
    • Users, not audience
    • Function + utility + message + emotion + engagement + delight
    • The medium is the message and the product
    • Individual people, individual paths, individual needs
    • Whatever the web is (social, interactive, co-created, loose and will) so is your brand
  • Further reading, exploring . . .
    Read digital:
    Emergence, Steven Johnson
    Designing Interactions, Bill Moggridge (CD is key)
    101 Things I learned in Architecture School, Matthew Frederick
    The BLDG|BLOG BOOK, Geoff Manaugh
    Live Digital:
    Get to level 20 in World of Warcraft (ferrealz)
    Do your info-graphics in Illustrator
    Play with the “Game of Life” or Turtle Art
  • THANK YOU FOR ATTENDING
    THIS WORKSHOP
    DON’T FORGET TO...