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We’re All Divas Now: How to Reach High-Maintenance Consumers with Your Brand Story at SIC2013
 

We’re All Divas Now: How to Reach High-Maintenance Consumers with Your Brand Story at SIC2013

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We’re All Divas Now — How to Reach High-Maintenance Consumers with Your Brand Story ...

We’re All Divas Now — How to Reach High-Maintenance Consumers with Your Brand Story

Consumers have taken over, and they’re driving conversations that brands once owned. They’re doing this across channels, applications, and devices. For brands and interactive marketers, this makes defining and delivering a consistent journey and value-centric story for consumers exponentially more difficult. From social editorial content planning to mobile application messaging and email communications, brands and agencies have their work cut out for them. Additionally, consumers – and their shortened attention span – have a ridiculously high bar for brand impressions. Transparency and relevancy are no longer enough. They demand value. They thrive on having and knowing things early. They socialize through sharing.



Moderator: Julie Rezek, Seattle Wunderman Network

Panelists:
Kelby Johnson, Seattle Wunderman Network
Esther Lim, Story Worldwide
Jessica Michaels, BreadNButter

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    We’re All Divas Now: How to Reach High-Maintenance Consumers with Your Brand Story at SIC2013 We’re All Divas Now: How to Reach High-Maintenance Consumers with Your Brand Story at SIC2013 Presentation Transcript

    • We’re all divas now
    • Big data buzz    112,000,000   Blog posts discussing big data  1,350,000,000   Search  results  for  “What  is  big  data?”                          (Yes,  that’s  billions)   120+   TwiDer  accounts  for     big  data   70,000 Wikipedia “big data” hits a month  Source:  IBM   2  million   PDFs  to  read  on  big  data   2010:  0     2012:  9,000   Job  search  results  for  data  scienLsts  
    • Every minute of the day… YouTube users upload 48 hours of new video Instagram users share 3,600 new photos The mobile web receives 217 new users Foursquare users perform 2,083 Consumers spend $272,070 on web shopping Email users send 204,166,667 check-ins Facebook users messages share 684,478 pieces of content Wordpress blog owners publish 347 new blog posts Twitter users send over 100,000 Tweets Brands and organizations receive 34,722 “Likes” Source:  Domo  
    • Create memorable experiences
    • Experience framework Understand Marry digital and empirical research to understand passions, perceptions, and motivations Integrate Holistic thinking across all customer touch points leads to integrated planning Build The magic is in compelling creative and interactive assets that drive engagement Optimize Listening enables you to identify trends and optimize the marketing mix Customer Ecosystem
    • Craft lasting connections
    • “People want People want stories. They stories. are rooting for They are us to give dying for them the right them thing.”
    • Authentic Storytelling Audience Knowledge Great Characters Customized Journeys Compelling, Meaningful Experience
    • Make your brand personable
    • Identify authentic areas for storytelling
    • Don’t be everything to everyone
    • Know and respect your audience
    • DEFINE THE STORY Understand the brand and the story you want to share MAP BEHAVIORS AND KPIs Understand the behaviors you want to drive and the actions you want audiences to take Map the experience journey
    • Awareness (Mindset) Behaviors/Metrics Consideration (Needs) Behaviors/Metrics Trial (Expectations)
    • All journeys roll back up to the core story
    • MULTIPLE SCREENS = MULTIPLE TOUCHPOINTS COMPLEXITY -  -  -  -  -  E-Marketer reports that between Q1 2102 and Q1 2013 tablet search grew 85% and mobile search grew 90% Multiple OS’s Multiple Screen Sizes Targeting complexity Attribution complexity App environments
    • EVERYTHING HAS AN ACTION AND A VALUE, EVEN IF IT’S NOT A TRANSACTION P A I D EMOTIONAL O W N E D AWARENESS AND BRAND ENGAGEMENTS – TYPICALLY FALL HERE P A I D O W N E D E A R N E D O W N E D P A I D LONG & DEEP SHORT & FLEETING DIRECT MEDIA TACTICS – TYPICALLY FALL HERE RATIONAL E A R N E D
    • CREATING A VALUE EXCHANGE “CREATING CUSTOMERS WHO CREATE CUSTOMERS” AUDIENCE + GEO + CONTEXT FOR THE PEOPLE •  Establishing incremental value for participating or engaging with a brand DRIVING VALUE FOR THE BUSINESS •  Igniting and capturing active demand •  Attracting the highest yield customer •  Using marketing as a service to enhance the customer experience •  Provide access and assets – a reason to talk about you Source: P Drucker •  Facilitating and leveraging advocacy •  Enhancing brand perception and consideration
    • STORYTELLING WITH DATA Advanced Targeting & Attribution Modeling Do I need a DMP? How do I find high yield customers and maximize our media budget? Media & Platform Integration Access to Actionable Data Do I need to invest in mobile apps? Should I buy third party data? What about mobile and tablet display? If so, what data matters to our business? How can I set up a testing matrix? Process and Organizational Rigor How do I manage our social outreach authentically and at scale? What is my POE media budget mix? Defining KPI’s & Measurement Rationale What's KPI’s matter most…. reach, clicks, engagement, brand lift, filling retargeting pools, likes etc.?
    • INNOVATORS