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Building brand awareness London 24 Jan

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Our presentation in London on 24 Jan 2013 on building brand awareness int he digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Rob van Tol.

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Building brand awareness London 24 Jan

  1. 1. Building brand awarenessin the digital world29 January, 2013John Campbell Rob van TolDirector Senior Consultant@PrecedentComms #PrecSem
  2. 2. 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
  3. 3. How are you presenting your brand?
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 1,000,000,000 active Facebook users in the worldBuilding brand awareness 2013
  8. 8. Building brand awareness 2013
  9. 9. Herbert Alexander Simon, an American psychologistsummed this problem up in a simple quote:A wealth of informationcreates a poverty of attentionBuilding brand awareness 2013
  10. 10. So attention is what all brandsare now fighting for.Gaining attention is thefirst step to having aconversation with consumers.Building brand awareness 2013
  11. 11. 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
  12. 12. How to gain attentionFirstly understand the triggersBuilding brand awareness 2013
  13. 13. Building brand awareness 2013
  14. 14. The Attention Triggers
  15. 15. As long as the consumer sees relevantcontent, he/she is going to stick around orreturn again – this creates opportunities tohave a selling conversation.
  16. 16. Emotional
  17. 17. Relevancy
  18. 18. Uniqueness
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Building brand awareness 2013
  23. 23. 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
  24. 24. 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
  25. 25. low identified fan highly identified fan medium identified fanBuilding brand awareness 2013
  26. 26. User research methodsBuilding brand awareness 2013
  27. 27. 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
  28. 28. 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
  29. 29. User research output: Channel RoadmapBuilding brand awareness 2013
  30. 30. 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
  31. 31. 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
  32. 32. Simple and quirkyBuilding brand awareness 2013
  33. 33. Building brand awareness 2013
  34. 34. 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
  35. 35. We need to sell more ….Building brand awareness 2013
  36. 36. I need a ….Building brand awareness 2013
  37. 37. As a new parent, I want tosave money, so that I canhave enough put aside forwhen my son goes touniversity.Building brand awareness 2013
  38. 38. Outcomes for your website Attract new customers Retain existing customers Build trust Increase reach Sell somethingBuilding brand awareness 2013
  39. 39. Decisions arerational andemotionalBuilding brand awareness 2013
  40. 40. It is impossible to engagesomeone if you don’t knowwhat’s motivating themBuilding brand awareness 2013
  41. 41. Making an emotional connection Framing Feedback loops Goal setting / Achievements Story Familiarity BiasBuilding brand awareness 2013
  42. 42. “Less than a cup of coffee a day”Building brand awareness 2013
  43. 43. Building brand awareness 2013
  44. 44. We are engaged by situations in which we see our actions modify subsequent resultsBuilding brand awareness 2013
  45. 45. Building brand awareness 2013
  46. 46. We are engaged by experiences that can bring meaningful achievementsBuilding brand awareness 2013
  47. 47. Building brand awareness 2013
  48. 48. Building brand awareness 2013
  49. 49. Narrative elements are more believableBuilding brand awareness 2013
  50. 50. “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
  51. 51. Info-graphicBuilding brand awareness 2013
  52. 52. Building brand awareness 2013
  53. 53. We prefer things that are familiar to usBuilding brand awareness 2013
  54. 54. “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
  55. 55. 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
  56. 56. Building brand awareness 2013
  57. 57. Building brand awareness 2013
  58. 58. Building brand awareness 2013
  59. 59. Building brand awareness 2013
  60. 60. 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
  61. 61. Building brand awareness 2013
  62. 62. Integrated campaigns Twitter | AR | Video | TV | Bus sheltersBuilding brand awareness 2013
  63. 63. Social Media connectionsBuilding brand awareness 2013
  64. 64. Social Media organised connectionsBuilding brand awareness 2013
  65. 65. Social Business? Ref DAVID ARMANOBuilding brand awareness 2013
  66. 66. 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
  67. 67.  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
  68. 68. Buzz monitoringBuilding brand awareness 2013
  69. 69. Social media control centreBuilding brand awareness 2013
  70. 70. Digital marketing must match yourindividual problems and culturebecause without a custom fit,you’re missing the pointBuilding brand awareness 2013
  71. 71. 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
  72. 72. Tactic 1: SEOBuilding brand awareness 2013
  73. 73. @precedentcomms #PrecSem2013 Building brand awareness
  74. 74. Building brand awareness 2013
  75. 75. @precedentcomms #PrecSem2013 Building brand awareness
  76. 76. Building brand awareness 2013
  77. 77. Tactic 1: SEO B2B and B2G Oil Exploration FTSE 100 CompanyBuilding brand awareness 2013
  78. 78. 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
  79. 79. campaigns are the way to marketdigitally because without targetingyou’re just paying to spamBuilding brand awareness 2013
  80. 80. campaigns are the way to marketdigitally because with targetingyou’ll be able to track yoursuccessBuilding brand awareness 2013
  81. 81. Building brand awareness 2013
  82. 82. To help 11-18 year oldsbe better informed aboutdrinking, smoking anddrug takingBuilding brand awareness 2013
  83. 83. Building brand awareness 2013
  84. 84. Building brand awareness 2013
  85. 85. Building brand awareness 2013
  86. 86. Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers
  87. 87. 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
  88. 88. Mobilise your communityBuilding brand awareness 2013
  89. 89. Mobile, a growth channel that yourusers choose and enjoy using,don’t disappointBuilding brand awareness 2013
  90. 90. Do you know environment? Smart TV Various platforms: traditional web browsers solutions to the many mobile platforms iOS Android WindowsBlackberry Building brand awareness 2013
  91. 91. Take the time to understandyour user’s behaviour andcontextBuilding brand awareness 2013
  92. 92. Building brand awareness 2013
  93. 93. Don’t just follow the web1Move from a 4 to 6 step process Provide a quick quote? Building brand awareness 2013
  94. 94. Building brand awareness 2013
  95. 95. 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
  96. 96. Take the opportunityto innovate in designand functionBuilding brand awareness 2013
  97. 97. MobiResponsiveFramework Native
  98. 98. Building brand awareness 2013
  99. 99. Building brand awareness 2013
  100. 100. Mobi: Easier to implementBuilding brand awareness 2013
  101. 101. Responsive: Whole site approachBuilding brand awareness 2013
  102. 102. Mobile Frameworks: Develop onceBuilding brand awareness 2013
  103. 103. Building brand awareness 2013
  104. 104. Building brand awareness 2013
  105. 105. 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
  106. 106. Strategic change typically needed? Today: Tomorrow: Silo projects Multi device projects Multi Device Initiation Desktop Process Android App iPhone App ??? Process Campaigns Web App New Teams? Customer Journey & Design New Owners? Multi Platform DevelopmentBuilding brand awareness 2013
  107. 107. 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
  108. 108. 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
  109. 109. What is your internationalopportunity?Building brand awareness 2013
  110. 110. 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
  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. Building brand awareness 2013
  113. 113. The technology hype curveBuilding brand awareness 2013
  114. 114. Back in 2010Building brand awareness 2013
  115. 115. Corning’s Vision: A day made of GlassBuilding brand awareness 2013
  116. 116. 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
  117. 117. AR in practiceMobile paymentsMobile advancement (NFC)QR everywhereSocially integrated TVGamificationThe Facebook phoneSocial as a protocol Building brand awareness 2013
  118. 118. Think bigStart small Act quicklyBuilding brand awareness 2013
  119. 119. Who are Precedent?Building brand awareness 2013
  120. 120. About usA communications consultancyspecialising in deliveringcreative solutions for a digitalworld. – 80 experts – 5 sectors – 5 locations – 21 yearsA UK Top 10 digital design agency
  121. 121. Building brand awareness 2013
  122. 122. Building brand awareness 2013
  123. 123. Building brand awareness 2013
  124. 124. Find our Precedent group and follow us aton LinkedIn for a chance @precedentcomms forto find out more about Precedent news, seminar infoour and general observationsseminars, network, share #PrecSemideas and quiz thePrecedent team onseminar issues and more!
  125. 125. We believe in… Question and discussion
  126. 126. Building brand awareness 2013

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