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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  • Here’s a typical banker. He needs more cash to bolster his balance sheet.His outcome is a very simple one…
  • A visitor to our banker’s website might be thinking this…It’s a completely rational requirement – perhaps she’s already done the research she needs, and she now wants to get it sorted out.If this is your user’s need, fantastic. You’ve got yourself a sale.
  • But the reality is often more emotional…Our user isn’t thinking specifically of a savings account – he’s thinking about what he’s saving for, and why.His motivation is more emotional than rational (at this stage)
  • You could be selling an idea, an experience or a product
  • There are hundreds of different psychological techniques, but we’re going to take a look at just a few.Framing is the context within which you make a statement, and how this can affect the way it’s processed.Feedback loops are simply responding to the way humans like cause and effectWe all like being rewarded, however insignificant the reward may beStory is the most powerful way to grab someone’s attention, help them to comprehend, and allow them to recall.Familiarity bias is simply that we like things we’re familiar with – people and faces topping the list of these.
  • The way in which things are stated can alter our judgment and affect our decisionsYou’ll all be familiar with charities that frame a monthly donation as less than the price of a cup of coffee per dayFraming is about using context to make something easier to process and comprehend
  • Here’s how HSBS are framing their consumer products – not by their features, but by framing it around the user’s possible motivation
  • Wonga makes it incredibly easy to see the repayment amount by providing sliders for loan amount and repayment time.
  • We all like to be rewarded for something.Added to this is our desire to not only collect things, but complete sets of thingsGamification is being talked about as one of the next big things online
  • Gamification – make the experience fun for the user and appeal to their sense of play, competitiveness and achievement
  • ...and adjusting your behaviour to afford the little extras
  • Human beings have been telling each other stories for as long as there has been language.There is no more compelling way of capturing and holding attention, and enabling comprehension and recall.
  • Capture and hold attention / Aid comprehension / Imply causation / Stories are more easily rememberedBut stories don’t have to involve the written word. Here are some examples of visual storytelling…
  • Charting – data visualisation is all the rage at the moment – by putting data into a visual story, it’s easier to understand
  • Here’s a very simple story told in a cartoon format – this is framing the benefits of a piece of software
  • This is about as primitive as it gets – we prefer things that are familiar – probably because it makes us comfortable.There is nothing we’re more familiar with than people, especially people’s faces.
  • This is a great point from the writer of Designing for Emotion.Our research pointed out that your customers want to deal with people – they want to see the whites of your eyes
  • Some reasons why organisations might not feel they can let their personality shine through.
  • This eye tracking chart shows how people fixate on the face…
  • Virgin money are taking a different approach to their website by showing a number of things we’re familiar with.A range of agesCountry and city
  • Using a non-threatening picture of the CEO as she explains the benefits of something importantThe text is more believable, and we’re more likely to feel trust
  • Really sums up the change in mindset
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  • ....But which to use for what?
  • http://www.youtube.com/watch?v=InrOvEE2v38&feature=player_embedded
  • The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
  • ASOS – king of facebook brands
  • Army of actively engaged fans
  • They don’t just post content from the shop…
  • They reward veryactive facebook fans by letting them audition to become fashion bloggers who then create enhanced content about the products…
  • That receive comments powered by facebook! (it’s a circular path for users – never a deadend)
  • What to do when social media hates you? Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies BUT NOT PUBLIC FACING. First to drill in a particular area of the ocean that GREENPEACE took offence to…
  • Integrates social media with other public relations | you need to speak with one voice across all channels to all your audiences.Put in place three tiers of response | listening (continually monitor how Cairn is being portrayed and how certain industry key phrases are covered)proactive (e.g., put out stories during events like the Vedanta deal, board reorganisations, and company results) reactive (e.g., defending during Greenpeace campaigns to disrupt drilling campaigns)Create a social media voice who is a real person | social media timescales and etiquette are different, and corporate press releases will have no impact.Create an agreed set of social media tactics | it’s important to know what you can and can’t talk about, and how you will respond beforehand. Regularly review your social media effort | it’s a fast growth, fast moving space which is likely to be different in 24 months from now. Expand media relations to include social media practitioners (eg, quality oil and gas blogs) who can become Cairn advocates and review media relations (press) for social media dimension | it is far better for others to speak authoritatively for you than for you to speak for yourself. They have independence, prestige, a transparent agenda, and an audience that you do not have. It is easy to get a little captivated by the newness and difference of social media, and it is new and different. However, for Cairn, the job remains the same: to shape how people outside the company talk about Cairn, and protect the company from damaging stories. The job is the same, the arena is new.
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • TescoBank UI flow
  • Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  • Your 4 options: mobi, responsive, framework, native
  • Mobile browser basedStandard mobiWeb app mobiUsually have their own IACost effectiveLightweightWide reachJump to JC machine
  • CLCHIlly coffee
  • One website, that flows across multiple devicesBrowser basedSame content delivered to all users
  • Examples of some framework providers
  • Link to these and to BLAZE
  • Take them to school demo…
  • There are two approachesEither is fine2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
  • What’s changed… chat through the key events in the past year----- Meeting Notes (24/05/2012 08:07) -----Pick a trend … Siri & free messaging 9challenge to BBerry
  • PURPLE – INTEGRATIONBlue – consumption
  • http://www.youtube.com/watch?feature=player_embedded&v=X-GXO_urMow
  • MSh
  • MSh
  • MSh
  • In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream
  • 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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