Connections Media examples
Knowledge Media <ul><li>Know / learn </li></ul><ul><li>Downloadable audio guides in 6 languages for Beijing, Hong Kong and...
Knowledge Media <ul><li>Know / learn </li></ul>ADIDAS  | Urban Art Guide iPhone app (Germany) The Adidas Urban Art Guide t...
Contagion Media <ul><li>Share / Spread </li></ul><ul><li>Supports the launch of Nokia's new Supernova phone. </li></ul><ul...
Contagion Media <ul><li>Share / Spread </li></ul>http://www.coketag.com/   A customizable widget that enables social netwo...
Reality Media <ul><li>Experience </li></ul>Two players suspended more than ten stories up playing a live game of vertical ...
Reality Media <ul><li>Experience </li></ul><ul><li>An urban race in which consumers could win a new pair of the Zoom high ...
Reality Media <ul><li>Experience </li></ul>NIKE | Grid Run (UK) London as your gameboard Grid phone boxes in each postcode...
Dialogue Media <ul><li>Talk </li></ul>Pepsi invested their Superbowl ad money in a $20 million social activism program: Pe...
Dialogue Media <ul><li>Talk </li></ul>STARBURST  | Contradictory (US) Asked users for examples of contradictory phrases Us...
Community Media <ul><li>Participate / Belong </li></ul>HEINEKEN  | Stadium of Dreams (Thailand) Create activity from footb...
Community Media <ul><li>Participate / Belong </li></ul><ul><li>Competition to help HP connect with a very niche target aud...
Story Media <ul><li>Assimilate / reconcile new ways of living </li></ul>IAMS  | Foster Parent Program (Japan) To build awa...
Distraction Media <ul><li>Fill time </li></ul><ul><li>Online browser-based action game as an extension of the ‘Life as it ...
Distraction Media <ul><li>Fill time </li></ul><ul><li>Added activity while lining up at the theme park </li></ul><ul><li>A...
Reputation Media <ul><li>Associate with success </li></ul>COCA-COLA   | Amuro Namie campaign
Experience Planning
HumanKind Framework WHO Who’s behavior are we changing? <ul><li>CURRENT BEHAVIOR </li></ul><ul><li>How do they currently b...
<ul><li>Personas  are fictional stories based on consumer research that represent the most valuable customers and the expe...
Personas  represent the primary and secondary users of a system, product or service Each  Persona  represents a group of u...
PERSONAS COMMUNICATE GOALS AND TASKS, MINDSETS AND MOTIVATIONS, DECISION MAKING FACTORS AND MORE
PERSONAS ANSWER FOUR FUNDAMENTAL QUESTIONS: Who are your users?  What do they want to accomplish?  What are they doing and...
PERSONAS: Helps frame users in a business context. Helps frame users in relation to the decision-making process.  Helps en...
PERSONAS CAN TELL STORIES OF RELATIONSHIPS OVER TIME
<ul><li>The context and environment in which we serve people. </li></ul><ul><li>Experience Models  illustrate multi-facete...
EXPERIENCE MODEL A model of how people experience products, services, or environments told from the point of view of the *...
EXPERIENCE MODELS OUTLINE THE PROCESS PEOPLE GO THROUGH AND DESIRED OUTCOMES ALONG THE WAY SHOPPER POLICY HOLDER <ul><li>R...
EXPERIENCE MODELS  ILLUSTRATE CHANGING NEEDS OVER TIME
EXPERIENCE MODELS UNCOVER PAIN POINTS AND JOY POINTS IN THE PROCESS
EXPERIENCE MODELS INFORM CHANNEL CONTACT STRATEGIES
EXPERIENCE MODELS HELP IDENTIFY OPPORTUNITIES FOR BRANDS TO CREATE VALUE EXCHANGES FOR CUSTOMERS
EXPERIENCE MODELS CAN TRACK EMOTIONAL FLUCTUATIONS THROUGHOUT A PROCESS (SUCH AS THE UPS AND DOWNS CUSTOMERS FEEL WHILE SH...
“ FUTURE STATE” EXPERIENCE MODELS HELP COMMUNICATE NEW WAYS TO CONNECT WITH BRANDS
IDENTIFYING VALUE EXCHANGES
<ul><li>Without it we will only get ads.  </li></ul><ul><li>With it we will be able to serve people  when, where  and  how...
Experience Models Will Shape the Types of Acts…
… and Inform Where You Should Do Those Acts…
Last few words…
Acts Can’t be Taken Away from a Brand <ul><li>Product advantage can be erased overnight. Messaging can be replicated. Act ...
The way to change a person’s behavior is not just through a simple ad, but through a  transformational act  – a human cent...
Target audience. Consumers. Viewers. These are mass marketing terms which have conveniently homogenized marketing communic...
Questions?
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Marketing 360 presentation by lawrence villegas - Connections Media examples & experience planning

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  • Personas typically include people’s specific goals and tasks they’d like to complete the customer touchpoint. They illustrate their mindsets, information needs, and behaviors. In this persona for the Regional Transportation Authority, we illustrated how people plan in advance for future transit trips.
  • We tell data-driven representative ‘personal stories’ about our target audience. These personal stories help the team truly understand who we’re designing for.
  • Caremark is a pharmaceutical company that strategically wanted to move towards becoming a total healthcare provider. Here is a snippet of a Customer Experience Model illustrating Eleanor who has recently been diagnosed with diabetes. Caremark used this Experience Model to gain internal consensus and funding for its 5-year online strategy.
  • We visualize people’s processes, information needs, pain points, and potential exit points to other channels or competitors. For JCPenney, we conducted shopalongs and associate interviews in combination with secondary research to understand the process people go through when shopping for window treatments.
  • This Customer Journey for Whirlpool involved an analysis of the steps users take interacting with the Whirlpool brand to find, purchase or even fix an appliance. These insights helped us understand the target users emotional highs and lows when shopping for and purchasing appliances.
  • In most cases, our activities uncover opportunities that the competition has yet to realize. We clearly and creatively articulate concepts that will provide opportunities for clients to solidify their position as an industry innovator and expand customer relationships.
  • Marketing 360 presentation by lawrence villegas - Connections Media examples & experience planning

    1. 1. Connections Media examples
    2. 2. Knowledge Media <ul><li>Know / learn </li></ul><ul><li>Downloadable audio guides in 6 languages for Beijing, Hong Kong and Shanghai. </li></ul><ul><li>To introduce tourists to the cities, coinciding with 2008 Olympic Games in China. </li></ul>LOUIS VUITTON | Soundwalk (China)
    3. 3. Knowledge Media <ul><li>Know / learn </li></ul>ADIDAS | Urban Art Guide iPhone app (Germany) The Adidas Urban Art Guide to Berlin lists Berlin’s best graffiti Users download the application for free Access a Google map of Berlin pegged with locations of urban masterpieces
    4. 4. Contagion Media <ul><li>Share / Spread </li></ul><ul><li>Supports the launch of Nokia's new Supernova phone. </li></ul><ul><li>Based on the behaviors of Nokia’s target demographic. </li></ul>NOKIA | Somebody Else’s Phone (London)
    5. 5. Contagion Media <ul><li>Share / Spread </li></ul>http://www.coketag.com/ A customizable widget that enables social networkers to promote themselves and their interests. COCA-COLA | Coke Tag
    6. 6. Reality Media <ul><li>Experience </li></ul>Two players suspended more than ten stories up playing a live game of vertical soccer. ADIDAS | Interactive Human Billboard (Japan)
    7. 7. Reality Media <ul><li>Experience </li></ul><ul><li>An urban race in which consumers could win a new pair of the Zoom high performance shoes. </li></ul><ul><li>To facilitate consumer interaction and generate interest in Nike Zoom products. </li></ul>Nike Zoom NIKE | Nike Zoom Urban Race (China)
    8. 8. Reality Media <ul><li>Experience </li></ul>NIKE | Grid Run (UK) London as your gameboard Grid phone boxes in each postcode across London Badges awarded for speed, endurance and stamina Get the glory -claim the crown http://www.nikegrid.com
    9. 9. Dialogue Media <ul><li>Talk </li></ul>Pepsi invested their Superbowl ad money in a $20 million social activism program: Pepsi Refresh Project Users submit community projects that need help and those that get the most votes will receive help from Pepsi PEPSI | Refresh Project (US)
    10. 10. Dialogue Media <ul><li>Talk </li></ul>STARBURST | Contradictory (US) Asked users for examples of contradictory phrases Users voted the submissions up or down to determine the best examples
    11. 11. Community Media <ul><li>Participate / Belong </li></ul>HEINEKEN | Stadium of Dreams (Thailand) Create activity from football fan insight on www.thestadiumofdream.com
    12. 12. Community Media <ul><li>Participate / Belong </li></ul><ul><li>Competition to help HP connect with a very niche target audience within the creative community. </li></ul><ul><li>To raise awareness of the HP Workstations. </li></ul>HP Toyrama HEWLETT-PACKARD | Toyrama (Asia-Pacific)
    13. 13. Story Media <ul><li>Assimilate / reconcile new ways of living </li></ul>IAMS | Foster Parent Program (Japan) To build awareness of pet shelters and promote pet adoption in Japan, IAMS used a documentary series on their website featuring popular celebrity, Kiki Sugino.
    14. 14. Distraction Media <ul><li>Fill time </li></ul><ul><li>Online browser-based action game as an extension of the ‘Life as it should be’ campaign. </li></ul><ul><li>Rich and immersive with brilliant video execution and multiple interaction methods. </li></ul>Coke Zero Game COCA-COLA | Football as it should be. (Sweden Example)
    15. 15. Distraction Media <ul><li>Fill time </li></ul><ul><li>Added activity while lining up at the theme park </li></ul><ul><li>AR technology aligned with park theme </li></ul>SUNWAY LAGOON | Augmented Reality iPhone apps (Malaysia)
    16. 16. Reputation Media <ul><li>Associate with success </li></ul>COCA-COLA | Amuro Namie campaign
    17. 17. Experience Planning
    18. 18. HumanKind Framework WHO Who’s behavior are we changing? <ul><li>CURRENT BEHAVIOR </li></ul><ul><li>How do they currently behave? </li></ul><ul><li>Why do they behave the way they do? </li></ul><ul><li>DESIRED BEHAVIOR </li></ul><ul><li>What do we want them to do? (Behavioral Objective) </li></ul><ul><li>What do we need them to think/feel? (Attitudinal Objective) </li></ul>PURPOSE The brand’s ‘reason for being’ a part of peoples lives EXPERIENCE The context and environment in which to serve peoples’ needs and desires HUMAN-POWERED FUEL ACTS Human-centered brand gestures that transform the way people think, feel and ultimately behave. INFORM & INSPIRE CREATE DIAGNOSE & DEFINE
    19. 19. <ul><li>Personas are fictional stories based on consumer research that represent the most valuable customers and the experiences they have with with a brand </li></ul>
    20. 20. Personas represent the primary and secondary users of a system, product or service Each Persona represents a group of users who share common behaviors , motivations or attitudes
    21. 21. PERSONAS COMMUNICATE GOALS AND TASKS, MINDSETS AND MOTIVATIONS, DECISION MAKING FACTORS AND MORE
    22. 22. PERSONAS ANSWER FOUR FUNDAMENTAL QUESTIONS: Who are your users? What do they want to accomplish? What are they doing and how are they doing it? What is the context/atmosphere?
    23. 23. PERSONAS: Helps frame users in a business context. Helps frame users in relation to the decision-making process. Helps ensure that information, organization, and design actually accommodate the goals and tasks of real users. 6 months out 12 months out 18 months out
    24. 24. PERSONAS CAN TELL STORIES OF RELATIONSHIPS OVER TIME
    25. 25. <ul><li>The context and environment in which we serve people. </li></ul><ul><li>Experience Models illustrate multi-faceted, often multi-channeled, steps that people go through in a given context. </li></ul><ul><li>They describe the missions and mindset of people. </li></ul><ul><li>They describe how people experience products, services, or environments told from the point of view of the “people”. </li></ul>An Experience.
    26. 26. EXPERIENCE MODEL A model of how people experience products, services, or environments told from the point of view of the *people* having an experience, not the point of view of the *business*
    27. 27. EXPERIENCE MODELS OUTLINE THE PROCESS PEOPLE GO THROUGH AND DESIRED OUTCOMES ALONG THE WAY SHOPPER POLICY HOLDER <ul><li>Report claim </li></ul><ul><li>Find alternate transport </li></ul><ul><li>Get inspected and estimates </li></ul><ul><li>Repair vehicle </li></ul><ul><li>Settle claim </li></ul>CLAIM <ul><li>Identify providers </li></ul><ul><li>Understand options and variables </li></ul><ul><li>Get and compare quotes and service </li></ul><ul><li>Find out how much coverage I need </li></ul><ul><li>Select and submit policy </li></ul><ul><li>Receive approval </li></ul><ul><li>Pay via payment method </li></ul><ul><li>Put proof of insurance in car </li></ul><ul><li>Drive </li></ul><ul><li>Pay bills </li></ul><ul><li>Interact with provider (non-claim) </li></ul>EDUCATE EVALUATE PURCHASE DRIVE Auto Insurance User Experience
    28. 28. EXPERIENCE MODELS ILLUSTRATE CHANGING NEEDS OVER TIME
    29. 29. EXPERIENCE MODELS UNCOVER PAIN POINTS AND JOY POINTS IN THE PROCESS
    30. 30. EXPERIENCE MODELS INFORM CHANNEL CONTACT STRATEGIES
    31. 31. EXPERIENCE MODELS HELP IDENTIFY OPPORTUNITIES FOR BRANDS TO CREATE VALUE EXCHANGES FOR CUSTOMERS
    32. 32. EXPERIENCE MODELS CAN TRACK EMOTIONAL FLUCTUATIONS THROUGHOUT A PROCESS (SUCH AS THE UPS AND DOWNS CUSTOMERS FEEL WHILE SHOPPING FOR APPLIANCES)
    33. 33. “ FUTURE STATE” EXPERIENCE MODELS HELP COMMUNICATE NEW WAYS TO CONNECT WITH BRANDS
    34. 34. IDENTIFYING VALUE EXCHANGES
    35. 35. <ul><li>Without it we will only get ads. </li></ul><ul><li>With it we will be able to serve people when, where and how they want to be served. </li></ul><ul><li>It will also help Creatives ideate beyond traditional media contacts </li></ul>Why an Experience.
    36. 36. Experience Models Will Shape the Types of Acts…
    37. 37. … and Inform Where You Should Do Those Acts…
    38. 38. Last few words…
    39. 39. Acts Can’t be Taken Away from a Brand <ul><li>Product advantage can be erased overnight. Messaging can be replicated. Act creation that delivers layers of brand experience may be the last source of true differentiation. </li></ul>
    40. 40. The way to change a person’s behavior is not just through a simple ad, but through a transformational act – a human centered idea, gesture or experience that has the ability to transform the way a person thinks, feels and ultimately behaves. ACTS Digital Shopper Promotional CRM Not Ads.
    41. 41. Target audience. Consumers. Viewers. These are mass marketing terms which have conveniently homogenized marketing communications. Let us address the inherent complexity of people and their decision making processes. Not ads for the masses - but transformational acts for Browsers, Shoppers, Triallists, Loyalists and Influencers. Human behavior is complicated. Deal with it.
    42. 42. Questions?

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