Brandon Berger, Chief Digital Officer Worldwide, from Ogilvy & Mather discusses how to engage digital consumers today and moving forward. Let’s face it, what we think we know about digital consumer behavior tomorrow is already yesterday’s news today. Today’s digital consumers are always evolving and living by a set of rules that they make. There is no longer a single framework to attract consumers. Instead, we need to develop a not-so-standard approach to engage our audiences. The Not-So-Standard Rules of Engagement is a series of guidelines that gives brands the leading edge in digital engagement while co-evolving with consumers as the next round of app updates enters their queue.

1. The
NOT-SO-STANDARD
rules of
ENGAGEMENT
with YESTERDAY’S
DIGITAL
Consumers

2. Brandon Berger
CHIEF DIGITAL OFFICER, OGILVY & MATHER WORLDWIDE
@brandonberger

3. 1995

4. 2012
3

7. 6

8. Tomorrow is yesterday’s news, today
Consumers live by their own rules
No longer a single framework
Engagement goes beyond digital

9. The
NOT-SO-STANDARD
rules of
ENGAGEMENT
with YESTERDAY’S
DIGITAL
Consumers

10. Rules 1-7

11. Rule 01.
Simple can be powerful

13. Rule 02.
Everything is engagement

14. CONSUMER
as
THE AUDIENCE

15. AUDIENCE
as
A CHARACTER

16. EVERYTHING
is
ENGAGEMENT

17. 16

18. Rule 03.
Disruption,
the new change agent

23. ADD LOGOS IN
BIRCHBOX WARBY DOLLAR
PARKER SHAVE CLUB

24. Rule 04.
Deliver consumer utility

26. http://bit.ly/GBeDmj

27. Rule 05.
Game. On.

28. 24

31. SOCIAL
PR DIGITAL
360
EVENT TV
C A M PA I G N
OOH PRINT
RETAIL

33. http://www.facebook.com/fanta

35. Rule 06.
Life-tracking

38. I N T E R C O N N E C T E D

39. LIFE-TRACKING
provides
BENEFITS

40. “The next evolution of this [life-tracking]
trend will see users, to a certain degree,
offering up their behavioral data in
exchange for incentives.”

41. Consumer commercialization of data

45. 18
O
N
21
O F F L I N E
I
N
E

46. Rule 07.
Break rules

47. Rule 07.
The themes will stay the same

48. Rule 07.
But what is here today may be
completely different
tomorrow

49. We need to be engaging our consumers
and audiences with big ideas that inform
technology and digital...
...not the other way around.

50. Thank you
Brandon Berger
CHIEF DIGITAL OFFICER, OGILVY & MATHER WORLDWIDE
@brandonberger