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Brand is experience Presentation Transcript

  • 1. BRAND IS EXPERIENCE Nick Leigh, Curtin University 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 2. (the intro bit)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 3. A (little) bit about me 17 years in visual comms and digital Survived Web 1.0, surviving higher ed (so far...) Stop me for a chat, um, later!UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 4. A bit about you Who’s in the room? Who’s ever had a bad customer experience? Who ever shared that on TripAdvisor, Urbanspoon etc?UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 5. A bit about this session1. Setting the scene: a competitive world2. Brand perception and digital (connect)3. Losing and winning (engage)4. Free take outs! (retain!)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 6. Outcomes (with any luck) Compelling reasons to think again about digital Stories to pass on to illustrate good and bad practices Tasks to review to gain a competitive advantageUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 7. Caveats 88.2% of stats are made up on the spot* We’re all in this together I will be using the word customer... * thanks Vic ReevesUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 8. 1. Setting the sceneUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 9. Past  Source: PHDUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 10. UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 11. Today Source: PHD (thanks Peter Harris)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 12. “More than 25% of search results on Google for the world’s 20 largest brands are links to user-generated content. ” (SES Magazine, from Social Media Today, 09.04.10)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 13. “More than 25% of search results on Google for the world’s 20 largest brands are links to user-generated content. ” (SES Magazine, from Social Media Today, 09.04.10)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 14. Students: eExpectations 2010 76% of university age kids are on Facebook, 59% use Youtube 33% have searched for your university on Facebook 74% of kids expect your university to be on Facebook 80% are looking for official and unofficial information 67% say it’s OK for admissions to connect with them 76% say it’s OK to create your own private social network Overall: students engaged by a university on a social channel are more likely to convert (thanks noellevitz.com)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 15. So what? The web has changed the behaviour, expectations, power and influence of our customers Our stakeholder groups have become informed, impatient, mobile, social and critical We’re communicating more than ever on digital. Have we updated the business accordingly?UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 16. “Most university websites dont show youinformation you want to know, they justshow you the information that they want ”you to know. Thats quite stupid really. Pupil at Didcot Sixth Form, Oxfordshire, England. Times Higher Education – Deciphering the code 19.08.10UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 17. What does success look like in 2012? Continuing to do as we always have isn’t the smartest strategy in the room: build it does not mean they’ll necessarily come Changes to higher ed will impact everyone on campus. We’ll need to do something exceptional Let’s start by addressing how our cohort experience our brand.UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 18. 2. Brand perception (connect)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 19. Brand perceptions Some think a brand is defined by its ads, products, logo, design and other obvious features For customers branding happens with the buildup of experiences and interactions with the product or service. This leads to their brand perception How a customer interacts with your website, mobile app or other device can greatly influence their perception of you – even change it.UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 20. Digital changed the game The web brings the power of experience to the fore: it’s the ultimate customer-empowering environment People construct their own experience through the building blocks you are providing on your website, social channels, apps, email, portals, CRM etc Providing a consistently good experience through these multiple touch points is the key to creating a successful and trusted brand.UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 21. “Even the best marketing campaign will take second place to a person’s ability to form their own perception through the multiple avenues available to interact with your company. The right user experiences can build trust, loyalty, evangelism and a strong positioning in the market for your brand...the wrong ones can drive a user ” elsewhere – for good. Kara McCain Nielsen Norman Group 09.03.11UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 22. What really shapes a brand? The buildup of a person’s experience with a company resulting from multiple interactions either directly or indirectly over the course of time. Person’s Brand interaction with a x Number of interactions + Course of time = perception businessUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 23. Trust protects reputationTrust – protecting your reputation When a company is distrusted When a company is trusted 57% will believe negative information after hearing it 1­2 times 51% will believe  positive information  will believe positive  after hearing it 1­2 times 15% information after  25% hearing it 1­2 times will believe negative information  after hearing it 1­2 times(Edelmann Trust Barometer 2011) Informed publics ages 25 to 64 22UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 24. Case in point: Facebook How has the brand perception of Facebook changed? In the beginning: simple to use, focus on service, great experience. Now complex, exploitative and confusing with a focus on service to outsiders: marketers It was the people’s darling, but privacy concerns and continual changes without user consent has seriously eroded perception of the brand – it’s distrusted People now seeking an alternative...enter Google+UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 25. Let’s ask the customers shall we? Get Satisfaction What makes people follow a brand? 29.06.11UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 26. Let’s see that again shall we?UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 27. Let’s see that again shall we? 97%UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 28. (interlude: flavour of the month)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 29. UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 30. Crunching the numbers 3.5 billion pieces of content shared Facebook / week Youtube: 2 billion views per day 700 million on Facebook, 200 million on Twitter 96% of 18-35 year olds are on a social network 30 million tweets per day 78% of consumers trust peer recommendations... ...and only 14% trust advertising (thanks en.guage.media)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 31. In case you missed it Brand perception is won and lost over time A bad online experience has revenue ramifications So many touch points, so much work to do...UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 32. 3.1 Losing (disengage...)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 33. How to lose brand advocates People already like/love your brand and have consistently bad experiences over time People already like/love your brand and have one really bad experience People didn’t know what to expect but had a bad first experience and/or consistently bad experiences over timeUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 34. Remember: experiences are real People expect any online task to be pain free They aren’t concerned with your corporate structure They compare online experiences to real ones They remember how every other site performs compared to yours They either blame themselves for failing to complete tasks...or your company for poor design.UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 35. UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 36. In 2011 you are what your site/social/app is Inconsistency in tone, navigation, quality, functionality, usability all becomes evident on complex sites Large businesses ‘show their corporate panty lines’ through their organisationally driven navigation and fractured/inconsistent digital communications Show people that their quest for information is important to you and that you’re helpful Quit confusing people! (thanks again Kara)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 37. Universities hall of shame? Customers want Universities are prone to Brevity Waffle! Simplicity Excessive complexity Ease of use Confusion, dilution Task driven System and process centric Intuitive navigation Organisational hierarchy Powerful search Irrelevant/confusing results Usable, useful design Stock images, multiple brands Relevance, context Dated and/or excessive content Empathy, humanity Company speakUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 38. 3.2 Winning (engage)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 39. How to win brand advocates People already like/love your brand and have consistently good experiences over time People already like/love your brand and bad experiences are kept minor over time People didn’t know what to expect but have a great first experience and /or consistently good experiences over timeUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 40. That’s why I’m easy Your site’s ease-of-use reflects directly on your brand and shapes your customers’ impression of whether or not you care enough to build a site they can successfully use A competitor is only a click away for an unhappy customer.UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 41. Have some personality online! Like it or not, brands have a personality online Your ‘brand voice’ and conduct is critical Visual design and imagery: is it relevant, appealing? Functionality and features: are they usable, helpful? Are you interacting, engaging or just broadcasting? How does your online personality differentiate you from your competitors?UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 42. Online, everyone has power People are influenced heavily by others People will seek out genuine reviews and opinions: they have the power to find information and data Head off potentially bad PR offline in private Help people by using transparent evidence, show and encourage feedback, and give them a clear way to contact you Direct engagement builds authenticity and trustUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 43. 3.3 Curtin case studies and strategiesUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 44. Studentbox Purpose: to help students through high school into uni Objectives: 30% market penetration, help 2% prefs increase Requirements: safe, engaging, community, timely, integrated Roles and responsibilities: agency, marketing, digital media Audience: Year 11 and 12s (WA only) Scope: hosted, targeted, complementary to website Risks, assumptions: no interest, cost, hosting, competitionUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 45. Studentbox Content: value, time, flexibility, tools, topics Engagement: forums, chat, applications Launch: Student Edge, expos, Facebook, schools Reporting and optimisation: weekly and monthly, qualitative and quantitiveUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 46. Results – Studentbox Members: 13,566 (note up from 4,677 in Feb) Time on site: 2mins 55sec Usefulness: 95.9% found it easy to use and content useful Awareness: 91.2% said it raised awareness of Curtin Preference: 48.4% more likely to make Curtin first pref (+32.7%) Recommendation: 90.3% would recommend to a friend Awards: 10 awards including AIM marketing program of the yearUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 47. Case
study
<event> Harnessing
social
media
for
communica5on
in
the
credit
industry AICM
(WA)
16
September
2011
  • 48. Curtin Open Day Purpose: increase noise, ‘buzz’ and interaction around event Objectives: pre event: date, during event: customer support Requirements: easy, accessible, useful, manageable Roles and responsibilities: DMU, PR, FSC & other acronyms Audience: Yr 11 & 12 plus influencers - smartphone users Scope: outbound activity program, inbound comments Risks, assumptions: users are mobile, find the channelsUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 49. Curtin Open Day Content: tailored core messages, reminders, comment Engagement: Twitter & Facebook, casual tone Launch: included in all media, website, advertising Reporting and optimisation: pre event, post eventUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 50. Results – Open Day 98 tweets (approx 4/hr): 50 replies Surge in Twitter followers on the day - 300+ 22 Facebook posts: 10-40 likes, 3-10 comments per Surge in Facebook ‘likes’ - 300+UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 51. DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 52. DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 53. DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 54. DMU team building 2011 12.10.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 55. 4. Your take outsUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 56. “It’s the students, dummy.”* Do you understand the consumer power of digital? Do you understand the impact on your brand? Do you work for or against your customers? You have the power to influence opinion and behaviour (and sales) through digital tools. Give digital users the best possible experience at every touch point...this is an increasingly critical component of brand building. (*thanks Bill Clinton)UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 57. There’s an app for that.UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of Technology (image: Cristiano Betta)CRICOS Provider Code 00301J
  • 58. Are your key touch points pain free? Courses  Campus map(s) Entry requirements  Research centres Application  Student/staff portal Enrolment  Academic calendar Student support  News and alerts Staff directory  ...and it is all mobile?UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 59. Organisational challenges ahead Encouraging cultural change from organisation to user centric – acceptance of new skillsets and customer service standards to drive conversion efficiency, save the business money and increase sales Stop the tail from wagging the dog – admin, processes and systems exist to support your customers’ needs and are responsible for the +/– experience they have Think again about what priority is given to digital...UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 60. Bringing it all home Connect. Via all your touch points – branded, resourced, prioritised and strategised consistently. Engage. What’s your brand voice? How are you making tasks easier? Do you deliver on and offline? Retain. Get your services right and give your students (and staff) reason to be advocates.UniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 61. The end gameUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 62. The end game UserBrandCustomer ExperienceUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J
  • 63. “ youAreexperienced? ”
  • 64. Brand is experience“ for your time.Thanks Nick Leigh ” Curtin University @nixstuffUniConference: Brand is experience 21.09.11Curtin University is a trademark of Curtin University of TechnologyCRICOS Provider Code 00301J