Definition of Search has evolved From ‘traditional’ inputs and search results To a wide variety of input methods And huge spectrum of output Capture intent (purchase pathway) Deliver based on context & relevancy
They zoned in on what is most relevant with their audience (beyond their brand) They created experiences/products that directly met those needs They continued a highly relevant brand engagement (embedding brand in relevance) Lessons
How are we currently relevant to our audience when they are searching for information? - Who are they? - What are they doing and where? - thinking of travelling - when planning Questions
Old Spice http://www.youtube.com/watch?v=e66XKxT8yDY
Branding exercise built on great agency-client relationship Huge initial momentum generated by fantastic, traditional ad content and big traditional media spend Continuing the momentum with more ad content Fan interaction and even more content Generates huge search visibility and interest Then shut it down after 3 days Lessons
What would you do with this fan base now? How would you continue the engagement and keep buying the product? What if they all started losing interest in the brand? How would you make the most out of their inputs? Question:
Best Buy: Maintaining a community http://www.youtube.com/watch?v=-rTzIAWI4Ms (-2.50)
Dissection Hundreds of employees on twitter, informal policy Transparency and trust Differentiation: Highlight experience stories “Dream Support” Gleaning information from customers
Implications If people can choose what and when they want to watch brand owners need to demonstrate much more sensitivity when approaching these platforms How do advertisers insert themselves while not being seen as intrusive?
Lessons 2,900,000 views from 2 websites (break and youtube) Fantastic understanding of target audience built up over time (3 years) Leverage on brands benefit to this audience (humor/relationships with girls) Fine balance between production and distribution (before assessing the feasibility and desired response of a campaign) Brand engagement becomes natural extension of recreational browsing behaviour
Questions What kind of videos can we create for our audience? How do we ensure that they remain relevant?
Mobile http://www.youtube.com/watch?v=FScddkTMlTc (1.40)
Questions What kind of experience are we aiming to communicate/build for visitors? What role do we have in enhancing their experience of Singapore using their mobile?
Relevance and benefit Digital Media Channels Social as a process As part of campaign strat Building the relationship for future Search Social Media Mobile Understanding of audience Production/ Distribution Game design Retention Strategies Gaming Online Video