Building Brand Awareness in a digital world - 18th March 2013
1. Building brand awareness
in the digital world
18th March, 2013
John Campbell Rob van Toll
Director UX Consultant
@PrecedentComms #PrecSem
2. About us
A communications consultancy
specialising in delivering
creative solutions for a digital
world.
– 100 experts
– 5 locations
– 21 years old
A UK Top 10 digital design agency
7. 1.Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building brand awareness 2013
12. Customer engagement
through use of digital
Viewed of as:
channels to meet The novice
customers needs. The enthusiast
The devotee
We considered their web space,
social and mobile presence
Building brand awareness 2013
13. 1.Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building brand awareness 2013
14. 3000
Estimates suggest that on average
a person in the UK is exposed
to more than 3,000 brand
and advertising messages
a day
Building brand awareness 2013
15. 1,000,000,000
active Facebook users in the world
Building brand awareness 2013
24. As long as the consumer sees relevant content,
he/she is going to stick around or return again –
this creates opportunities to have a selling
conversation.
28. Uniqueness
In today’s culture, the things that stand out
do so because they are extremely unique.
You can’t just be slightly different, you need
to do something a little more extraordinary
to really catch people’s attention.
Building brand awareness 2013
29.
30. Uniqueness
The only way to be unique is to be yourself
and let a part of you and your personality
be reflected in your product.
Don’t try to be all things to all people,
stand for something.
Building brand awareness 2013
31.
32. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building brand awareness 2013
35. Traveller touchpoints
Dream Book Count Journey Arrive Experience Leave Remember
Down
Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze
Connect
Explore
Building brand awareness 2013
36. Traveller touchpoints mapped company response
Dream Book Count Journey Arrive Experience Leave Remember
Down
Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze
Connect
Explore
Problem
Book Activities (Re)Book
Solve
Focus &
(Co)Plan Cross Sell Orientate Engage Au Revoir Member Reunion
Magnify
Inspiration Organise Looking After Retain
Building brand awareness 2013
37. low identified fan highly identified fan
medium identified fan
Building brand awareness 2013
39. 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
40. Research outputs: Persona
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
Research
Ash, 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
42. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
43.
44. Some findings
Web sites are seen in isolation
Brands are:
- not differentiating
- not balancing the educational
and emotional needs
- not giving clear calls to action
Are being stereotypical
Building brand awareness 2013
48. 1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
64. “Storytelling is the best way to
emotionally connect to people. We all
have stories in common so instead of
listing facts and figures on your
website, tell the story behind them.”
Robert Mills
Building brand awareness 2013
67. We prefer things
that are familiar
to us
Building brand awareness 2013
68. “Showing personality can be a very powerful
way for your audience to identify and
empathize with you. People want to connect
with real people and too often we forget that
businesses are just collections of people. So
why not let that shine through?”
Aarron Walter
Building brand awareness 2013
69. So why not let that shine through?
Highly regulated?
Forces | Emergency Services | NHS | Financial Services | Education | Law
Brand is expected to be dehumanised?
Government (Local and Central) | Law | Financial Services
Introvert organisation?
Science & Engineering | Government (Local and Central) | Financial Services
Keep private & work identities separate?
Government (Local and Central) | Financial Services
Building brand awareness 2013
87. 1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building brand awareness 2013
93. 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 needed
Building brand awareness 2013
94. Simple advice is still important
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
97. Digital marketing must match your
individual problems and culture
because without a custom fit,
you’re missing the point
Building brand awareness 2013
98. 1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building brand awareness 2013
104. Tactic 1: SEO
B2B and B2G Oil Exploration FTSE 100 Company
Building brand awareness 2013
105.
106. 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
107. campaigns are the way to market
digitally because without targeting
you’re just paying to spam
Building brand awareness 2013
108. campaigns are the way to market
digitally because with targeting
you’ll be able to track your
success
Building brand awareness 2013
115. Some findings
1. Need to add personality to posts
2. Integrate channels
3. Analyse reach and not just numbers
116. 1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Are you getting a return
9. Considering the future
Discussion
Building brand awareness 2013
117. Mobilise your
community
Building brand awareness 2013
118. Mobile, a growth channel that your
users choose and enjoy using,
don’t disappoint
Building brand awareness 2013
119. Do you know environment? Smart TV
Various platforms: traditional
web browsers solutions to the
many mobile platforms
iOS
Android
Windows
Blackberry
Building brand awareness 2013
120. Take the time to understand
your user’s behaviour and
context
Building brand awareness 2013
122. Don’t just follow the web
1
Move from a 4 to 6 step process
Provide a quick quote?
Building brand awareness 2013
123. 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
131. Content leads approach
Mobile from the ground-up Making mobile from pre-existing
Custom approaches Desktop applied to mobile
Considered context Stress / break points
Specific content Reworked content
A mobile first content approach An adaptation approach
Building brand awareness 2013
132.
133. Mobile: a growth channel
Don’t disappoint
Don’t be afraid to innovate
Don’t delay in providing a solution
(think-apply-review-refine)
Building brand awareness 2013
134. 1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building brand awareness 2013
135. What is your international
opportunity?
Building brand awareness 2013
139. 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
140. 1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Building brand awareness 2013
147. 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
148. Some futures to follow......
AR in practice
Mobile payments
Mobile advancement (NFC)
QR everywhere
Socially integrated TV
Gamification
The Facebook phone
Social as a protocol
Building brand awareness 2013
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