In this keynote from the recent IMS SF conference, I look at the question of content and scale – on one hand we have big budget campaigns, long-form video, and big data; on the other word of mouth viral campaigns, vine and snapchat, and small data. As innovative brands shift their focus from the former to the later, I explore the impact on how we can create more effective ways to reach and engage customers AND employees, starting with elements of storytelling, and then breaking down 3 goals for this new world: Inform, Connect, Motivate AND the new rules of SMALL data.
Been thinking a lot about content and scale – on one hand we have big budget campaigns, long-form video, and big data; on the other word of mouth viral campaigns, vine and snapchat, and small data – what I’d like to share is how I’ve been seeing a shift from the former to the later, and how this impacts how we can create more effective way to reach and engage customers AND employees
Brand = story; business performance or earning call = story; career and workday = story; my story for this talk unfolds in 3 chapters
Goal #1: Be HELPFUL! People pay attention if you’re saying something useful or unique – and you reach them when they are thinking about what you are saying … HOW?
1-Regular, multi-part features; 2-talk-show vscorp video; 3-use industry personalities to tap expertise and social graph
1-Launchpadvs destination; 2-live events; 3-part of product strategy!
1-Use short-form talks (like TED),video, blogs and infographics; 2-online video getting shorter; 3-design for mobile audience; SAYING LESS DOESN”T IMPLY YOU HAVE LESS TO SAY!
Goal #2: Help customers connect with us and each other…
Goal #1: Essence of influence is motivating a behavior –> in digital world content + context drives participation;NO PARTICIPATION OR ACTION = NO ROI! … HOW?
1-Last mile is where value is – via recommendations, dashboards; 2-add social dimension for sharing and insight – 3-impact on in-store, loyalty, targeting
1-Responsive to location, 2-device, 3-huge advertising opportunity
1-Start with user experience and context; 2- adoption drives innovation; 3-good things happen with more users have more insightsApple, Foursquare, Google, Nike; BI tools
Rich Media and Small Data Keynote from IMS San Fran 2013
and the Power of
GET MY ATTENTION
It Starts with a Story
MAKE IT ABOUT ME
DELIVER THE GOOD PARTS, WHERE I AM
(WHEN I NEED IT)
Allen Bonde @abonde #IMS13