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Building brand awareness Edinburgh 31 Jan

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Our presentation in Edinburgh on 31 Jan 2013 on building brand awareness in the digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Ryan Sackett.

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Building brand awareness Edinburgh 31 Jan

  1. 1. Building brand awarenessin the digital world31st January, 2013John Campbell Ryan SackettDirector UX Consultant@PrecedentComms #PrecSem
  2. 2. About usA communications consultancyspecialising in deliveringcreative solutions for a digitalworld. – 100 experts – 5 locations – 21 years oldA UK Top 10 digital design agency
  3. 3. Building brand awareness 2013
  4. 4. Building brand awareness 2013
  5. 5. Building brand awareness 2013
  6. 6. Building brand awareness 2013
  7. 7. 1.Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
  8. 8. How are you presenting your brand?
  9. 9. How are you presenting your brand?
  10. 10. Customer engagementthrough use of digital Viewed of as:channels to meet The novicecustomers needs. The enthusiast The devotee We considered their web space, social and mobile presence Building brand awareness 2013
  11. 11. 1.Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
  12. 12. 3000 Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a dayBuilding brand awareness 2013
  13. 13. 1,000,000,000 active Facebook users in the worldBuilding brand awareness 2013
  14. 14. Building brand awareness 2013
  15. 15. Herbert Alexander Simon, an American psychologistsummed this problem up in a simple quote:A wealth of informationcreates a poverty of attentionBuilding brand awareness 2013
  16. 16. So attention is what all brandsare now fighting for.Gaining attention is thefirst step to having aconversation with consumers.Building brand awareness 2013
  17. 17. This may sound obvious buttodays problem is getting consumers to consume advertisingTraditional advertisers’ model suggested consumers wentthrough a linear process: AIDAAttention | Interest | Desire | ActionIn todays world Attention is the major and key factor in theprocess of converting non-consumers to brandsBuilding brand awareness 2013
  18. 18. How to gain attentionFirstly understand the triggersBuilding brand awareness 2013
  19. 19. Building brand awareness 2013
  20. 20. The Attention Triggers
  21. 21. As long as the consumer sees relevantcontent, he/she is going to stick around orreturn again – this creates opportunities tohave a selling conversation.
  22. 22. Emotional
  23. 23. Relevancy
  24. 24. Uniqueness
  25. 25. UniquenessIn today’s culture, the things that stand outdo so because they are extremely unique.You can’t just be slightly different, you needto do something a little more extraordinaryto really catch people’s attention. Building brand awareness 2013
  26. 26. UniquenessThe only way to be unique is to be yourselfand let a part of you and your personalitybe reflected in your product.Don’t try to be all things to all people,stand for something. Building brand awareness 2013
  27. 27. 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
  28. 28. Building brand awareness 2013
  29. 29. Traveller touchpointsDream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go withInspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Building brand awareness 2013
  30. 30. Traveller touchpoints mapped company responseDream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go withInspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Problem Book Activities (Re)Book SolveFocus & (Co)Plan Cross Sell Orientate Engage Au Revoir Member ReunionMagnify Inspiration Organise Looking After Retain Building brand awareness 2013
  31. 31. low identified fan highly identified fan medium identified fanBuilding brand awareness 2013
  32. 32. User research methodsBuilding brand awareness 2013
  33. 33. User research methods Permanent Stakeholder Phone Staff Face-to-face (Staff) Interview Survey Interview Workshop Crowdsourced Idea Storming Crowdsourced Pain Storming Remote Personal Experimental Sandpit (International) Traveller Insight Persona Development Questionnaire Diary Study Buzz Monitoring Transient Stakeholder (Travellers)Building brand awareness 2013
  34. 34. User research outputs: Personas Knowledge “My needs change Experience with time. I want someone that is Service proactive, that I can trust and that isn’t Technology going to rip me off” Influencers Networks Opinion ResearchAsh, 40, small business owner Commercial client Events Peers Goals Behaviours must must not Find relevant services All his energy goes Be upfront with costs Be overly complex Have a real person’ into his business Meet deadlines Be slow to respond Building brand awareness 2013
  35. 35. User research output: Channel RoadmapBuilding brand awareness 2013
  36. 36. 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussion
  37. 37. Some findings1. Web sites are seen in isolation2. Brands are: not differentiating not balancing the educational and emotional needs not giving clear calls to action3. Are being stereotypical Building brand awareness 2013
  38. 38. Simple and quirkyBuilding brand awareness 2013
  39. 39. Building brand awareness 2013
  40. 40. 1.Grabbing attention in a widening market2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussion
  41. 41. We need to sell more ….Building brand awareness 2013
  42. 42. I need a ….Building brand awareness 2013
  43. 43. As a new parent, I want tosave money, so that I canhave enough put aside forwhen my son goes touniversity.Building brand awareness 2013
  44. 44. Outcomes for your website Attract new customers Retain existing customers Build trust Increase reach Sell somethingBuilding brand awareness 2013
  45. 45. Decisions arerational andemotionalBuilding brand awareness 2013
  46. 46. It is impossible to engagesomeone if you don’t knowwhat’s motivating themBuilding brand awareness 2013
  47. 47. Making an emotional connection Framing Feedback loops Goal setting / Achievements Story Familiarity BiasBuilding brand awareness 2013
  48. 48. “Less than a cup of coffee a day”Building brand awareness 2013
  49. 49. Building brand awareness 2013
  50. 50. We are engaged by situations in which we see our actions modify subsequent resultsBuilding brand awareness 2013
  51. 51. Building brand awareness 2013
  52. 52. We are engaged by experiences that can bring meaningful achievementsBuilding brand awareness 2013
  53. 53. Building brand awareness 2013
  54. 54. Building brand awareness 2013
  55. 55. Narrative elements are more believableBuilding brand awareness 2013
  56. 56. “Storytelling is the best way to emotionallyconnect to people. We all have stories incommon so instead of listing facts andfigures on your website, tell the storybehind them.”Robert MillsBuilding brand awareness 2013
  57. 57. Info-graphicBuilding brand awareness 2013
  58. 58. Building brand awareness 2013
  59. 59. We prefer things that are familiar to usBuilding brand awareness 2013
  60. 60. “Showing personality in your app, website, orbrand can be a very powerful way for youraudience to identify and empathize with you.People want to connect with real people andtoo often we forget that businesses are justcollections of people. So why not let thatshine through?”Aarron WalterBuilding brand awareness 2013
  61. 61. So why not let that shine through?Highly regulated?Forces | Emergency Services | NHS | Financial Services | Education | LawBrand is expected to be dehumanised?Government (Local and Central) | Law | Financial ServicesIntrovert organisation?Science & Engineering | Government (Local and Central) | Financial ServicesKeep private & work identities separate?Government (Local and Central) | Financial ServicesBuilding brand awareness 2013
  62. 62. Building brand awareness 2013
  63. 63. Building brand awareness 2013
  64. 64. Building brand awareness 2013
  65. 65. Building brand awareness 2013
  66. 66. What about yoursites??Building brand awareness 2013
  67. 67. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
  68. 68. Building brand awareness 2013
  69. 69. Social Business? Ref DAVID ARMANOBuilding brand awareness 2013
  70. 70. Integrated campaigns Twitter | AR | Video | TV | Bus sheltersBuilding brand awareness 2013
  71. 71. Social Media connectionsBuilding brand awareness 2013
  72. 72. Social Media organised connectionsBuilding brand awareness 2013
  73. 73. Social and the enterprise Social media is no longer simply about the conversation. Social Business is about making all material in the company shareable and findable. Empower your employees and clients will share, comment and engage. Changes in people, process and platform neededBuilding brand awareness 2013
  74. 74.  Be Personal (Use your own voice) Know your audience Focused (what’s really important) Interesting, useful & timely Quick to read (400 – 1,000 words) Enable a community (question, listen & interact)Building brand awareness 2013
  75. 75. Buzz monitoringBuilding brand awareness 2013
  76. 76. Social media control centreBuilding brand awareness 2013
  77. 77. Digital marketing must match yourindividual problems and culturebecause without a custom fit,you’re missing the pointBuilding brand awareness 2013
  78. 78. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
  79. 79. Tactic 1: SEOBuilding brand awareness 2013
  80. 80. @precedentcomms #PrecSem2013 Building brand awareness
  81. 81. Building brand awareness 2013
  82. 82. @precedentcomms #PrecSem2013 Building brand awareness
  83. 83. Building brand awareness 2013
  84. 84. Tactic 1: SEO B2B and B2G Oil Exploration FTSE 100 CompanyBuilding brand awareness 2013
  85. 85. Case Study: Cairn versus Greenpeace Target response only to Cairns’ audience 1. Integrate social media with their normal public relations activities 2. Put in place three tiers of response:  Listening (know what is being said)  Proactive (get your own message out)  Reactive (rebut falsehoods) 3. Expand media relations to include Cairn/ industry advocates Building brand awareness 2013
  86. 86. campaigns are the way to marketdigitally because without targetingyou’re just paying to spamBuilding brand awareness 2013
  87. 87. campaigns are the way to marketdigitally because with targetingyou’ll be able to track yoursuccessBuilding brand awareness 2013
  88. 88. Building brand awareness 2013
  89. 89. To help 11-18 year oldsbe better informed aboutdrinking, smoking anddrug takingBuilding brand awareness 2013
  90. 90. Building brand awareness 2013
  91. 91. Building brand awareness 2013
  92. 92. Building brand awareness 2013
  93. 93. Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers
  94. 94. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Are you getting a return9. Considering the futureDiscussionBuilding brand awareness 2013
  95. 95. Mobilise your communityBuilding brand awareness 2013
  96. 96. Mobile, a growth channel that yourusers choose and enjoy using,don’t disappointBuilding brand awareness 2013
  97. 97. Do you know environment? Smart TV Various platforms: traditional web browsers solutions to the many mobile platforms iOS Android WindowsBlackberry Building brand awareness 2013
  98. 98. Take the time to understandyour user’s behaviour andcontextBuilding brand awareness 2013
  99. 99. Building brand awareness 2013
  100. 100. Don’t just follow the web1Move from a 4 to 6 step process Provide a quick quote? Building brand awareness 2013
  101. 101. Mobile users: Short bursts of activity typically Time restricted often Goal driven Loves using their phone Will tell others of a good experience Needs a simple uncomplicated experience Building brand awareness 2013
  102. 102. Building brand awareness 2013
  103. 103. Take the opportunityto innovate in designand functionBuilding brand awareness 2013
  104. 104. Building brand awareness 2013
  105. 105. MobiResponsiveFramework Native
  106. 106. Some of our appsBuilding brand awareness 2013
  107. 107. Building brand awareness 2013
  108. 108. Building brand awareness 2013
  109. 109. Content leads approachMobile from the ground-up Making mobile from pre-existing Custom approaches  Desktop applied to mobile Considered context  Stress / break points Specific content  Reworked contentA mobile first content approach An adaptation approach Building brand awareness 2013
  110. 110. Mobile: a growth channel Don’t disappoint (egGlenmorangie) Don’t be afraid to innovate Don’t delay in providing a solution (think-apply-review-refine)Building brand awareness 2013
  111. 111. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
  112. 112. What is your internationalopportunity?Building brand awareness 2013
  113. 113. Consider yourinternationalenvironment
  114. 114. Key considerations Optimise for the target market Increase visibility across channels Acknowledge existence of the market Engage with local distributors Create micro sites as appropriate Establish local language advocates Work to build brand awareness Aim to gain brand loyalty Don’t cut corners Plan and agree strategy
  115. 115. 1. Grabbing attention in a widening market2. Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market9. Considering the futureDiscussionBuilding brand awareness 2013
  116. 116. The technology hype curveBuilding brand awareness 2013
  117. 117. Back in 2010Building brand awareness 2013
  118. 118. Corning’s Vision: A day made of GlassBuilding brand awareness 2013
  119. 119. Blippar™ is the first image- recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content.Building brand awareness 2013
  120. 120. Some futures to follow......AR in practiceMobile paymentsMobile advancement (NFC)QR everywhereSocially integrated TVGamificationThe Facebook phoneSocial as a protocol Building brand awareness 2013
  121. 121. Think bigStart smallAct quicklySmart thinking winsBuilding brand awareness 2013
  122. 122. Create a Strategy map looking forward
  123. 123. Find our Precedent group and follow us aton LinkedIn for a chance @precedentcomms forto find out more about Precedent news, seminar infoour seminars, network, and general observationsshare ideas and quiz the #PrecSemPrecedent team onseminar issues and more!
  124. 124. We believe in… Question and discussion

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