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RELEVANCYREACH               ACTION!        ATTENTION                              Scott Gray | Quirk                     ...
Organisations with little digital experienceask me what the role of digital is.Thats the wrong question. The questionshoul...
“TRADITIONAL” MARKETING    UNI-DIRECTIONAL   BRAND  PEOPLE
“TRADITIONAL” MARKETING   “MODERN-DAY” MARKETING    UNI-DIRECTIONAL          OMNI DIRECTIONAL                             ...
PEOPLE   PEOPLE
Marketers must recognise the networks peopleare creating around themselves…
… they’re growing    rapidly …
56% of township residents aged 16-35 havea Facebook account.Source: ikapadata Mobile Money Survey April 2012
… they’re                                    becoming                                  increasingly                       ...
Marketers must recognise the networks peopleare creating around themselves…(ALL ENABLED BY THE ADVANCEMENT AND PROLIFERATI...
People and their networks are becoming more   powerful conduits through which brand             messages can travel       ...
[video removed]
With increasingly complex networks forming around us,greater access to communities of “people like me” is areality…
THEN (and now)The very notion ofmainstream is being                              EVERYONE       EVERYONE ELSEchallenged as...
AKA “I’m cool with                                  interrupting a few million                                  folk while...
“Create relevance,                                                 not awareness”                                         ...
To achieve effective reach, brands need toidentify relevant interest groups and tailortheir communications (and channels) ...
RELEVANCEBRAND    PEOPLE’SVALUES   VALUES            SHARED            VALUES
[video removed]
Sneakerpedia.com
Sealine.co.za
With the advancement of technology and socialnetworks, the way we consume media isevolving…
ON DEMAND
>15msongs
>50k radio stations
Add to that the increasing importance of the mobile phone as atool to connect humans at negligible cost and connect to the...
The surge in the number of media andcommunication channels (read: distractions)available mean our attention is being direc...
PRE-DIGITAL         startlinear experience•  TV•  Radio•  Print•  Telephone•  Face to face                            end
DIGITAL ERAmulti-layered experience•  Mobile phone•  Computer•  Web browser                           Depth•  TV•  Radio• ...
HUMANS HAVE A FINITEAMOUNT OF ATTENTION.
OUR ATTENTION HAS A PRICE TAG(Which we trade on worthwhile experiences)                      (Relatively speaking)
Communication is a trade / exchange…
To gain attention, brands need to         create experiences that exceed        the value the audience places on          ...
[video removed]
d
[video removed]
RUGGAZONE.mobi
Having someone’s attention is great, but it’swhat you do with it that counts…
If attention is the means,action is the end.
An action (buy, share, create, sms) is what moves the brand closer to its objectives              ACTION!
Defining CLEAR andACTIONABLE objectives isan important first step.
Email         FB Ads                                                                                  YouTube             ...
Basic digital marketingpractices still (and always)                    AWAREapply:                                        ...
“A brand is the sum of a                            product’s attributes, its                             history, its rep...
Brands exist in the mind of people. A positive perception is critical.          EQUITY
Measuring sentiment of the conversation is avaluable indicator of success:1.  Are people talking about us?2.  Is what we’r...
RELEVANCE                        REACH                  ATTENTION                     ACTION!   Identify relevant         ...
RELEVANCYREACH               ACTION!        ATTENTION
THANKS!
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
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Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication

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A talk presented by Scott Gray, Head of Planning at Quirk Cape Town for the ITWeb Social Media Summit in August 2012.

Published in: Business
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Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication

  1. 1. RELEVANCYREACH ACTION! ATTENTION Scott Gray | Quirk @thescott
  2. 2. Organisations with little digital experienceask me what the role of digital is.Thats the wrong question. The questionshould be "how should our organisationoperate in the 21st Century?”Phil Dearsonphildearson.com/what-is-digital
  3. 3. “TRADITIONAL” MARKETING UNI-DIRECTIONAL BRAND  PEOPLE
  4. 4. “TRADITIONAL” MARKETING “MODERN-DAY” MARKETING UNI-DIRECTIONAL OMNI DIRECTIONAL BRAND  PEOPLE BRAND  PEOPLE PEOPLE  PEOPLE
  5. 5. PEOPLE PEOPLE
  6. 6. Marketers must recognise the networks peopleare creating around themselves…
  7. 7. … they’re growing rapidly …
  8. 8. 56% of township residents aged 16-35 havea Facebook account.Source: ikapadata Mobile Money Survey April 2012
  9. 9. … they’re becoming increasingly complex.Source: inmaps.linkedinlabs.com
  10. 10. Marketers must recognise the networks peopleare creating around themselves…(ALL ENABLED BY THE ADVANCEMENT AND PROLIFERATION OF TECHNOLOGY)
  11. 11. People and their networks are becoming more powerful conduits through which brand messages can travel (don’t ignore the value of paid and owned media!) REACH
  12. 12. [video removed]
  13. 13. With increasingly complex networks forming around us,greater access to communities of “people like me” is areality…
  14. 14. THEN (and now)The very notion ofmainstream is being EVERYONE EVERYONE ELSEchallenged as people’sinterests start to fragmentand move down the long tail SOON FRAGMENTATION EVERYONE ELSE
  15. 15. AKA “I’m cool with interrupting a few million folk while they sleep through my boring ad”Where a singular message frombrand to audience used to yieldacceptable results, SOONthe fragmentation of“mainstream” is a challenge interms of being relevant (and to FRAGMENTATIONas many people as before)
  16. 16. “Create relevance, not awareness” STEVE JOBSTo achieve effective reach, brands need toidentify relevant interest groups and tailortheir communications (and channels) to suit- silo approach.
  17. 17. To achieve effective reach, brands need toidentify relevant interest groups and tailortheir communications (and channels) to suit RELEVANCE- silo approach.
  18. 18. RELEVANCEBRAND PEOPLE’SVALUES VALUES SHARED VALUES
  19. 19. [video removed]
  20. 20. Sneakerpedia.com
  21. 21. Sealine.co.za
  22. 22. With the advancement of technology and socialnetworks, the way we consume media isevolving…
  23. 23. ON DEMAND
  24. 24. >15msongs
  25. 25. >50k radio stations
  26. 26. Add to that the increasing importance of the mobile phone as atool to connect humans at negligible cost and connect to theweb with increasing ease
  27. 27. The surge in the number of media andcommunication channels (read: distractions)available mean our attention is being directed inone of an almost infinite number of directions.
  28. 28. PRE-DIGITAL startlinear experience•  TV•  Radio•  Print•  Telephone•  Face to face end
  29. 29. DIGITAL ERAmulti-layered experience•  Mobile phone•  Computer•  Web browser Depth•  TV•  Radio•  Print•  Telephone•  Face to face
  30. 30. HUMANS HAVE A FINITEAMOUNT OF ATTENTION.
  31. 31. OUR ATTENTION HAS A PRICE TAG(Which we trade on worthwhile experiences) (Relatively speaking)
  32. 32. Communication is a trade / exchange…
  33. 33. To gain attention, brands need to create experiences that exceed the value the audience places on their attention – a favourable exchangeATTENTION
  34. 34. [video removed]
  35. 35. d
  36. 36. [video removed]
  37. 37. RUGGAZONE.mobi
  38. 38. Having someone’s attention is great, but it’swhat you do with it that counts…
  39. 39. If attention is the means,action is the end.
  40. 40. An action (buy, share, create, sms) is what moves the brand closer to its objectives ACTION!
  41. 41. Defining CLEAR andACTIONABLE objectives isan important first step.
  42. 42. Email FB Ads YouTube Banners Pre-rollsNext, develop asimple user EARNED MEDIAjourney fromstart to end (theend being the FACEBOOKdesired action). Download Pay with Complete Sign-Up Free track a Tweet details tab
  43. 43. Basic digital marketingpractices still (and always) AWAREapply: CONSIDERING•  Analysis of data•  Ongoing conversion HIGH INTEREST optimisation (iteration NITTY GRITTY and testing) BUY!
  44. 44. “A brand is the sum of a product’s attributes, its history, its reputation, and the way it’s Finally, the value of a advertised”brand is held in the mind David Ogilvy of the consumer.
  45. 45. Brands exist in the mind of people. A positive perception is critical. EQUITY
  46. 46. Measuring sentiment of the conversation is avaluable indicator of success:1.  Are people talking about us?2.  Is what we’re saying being well received?
  47. 47. RELEVANCE REACH ATTENTION ACTION! Identify relevant Maximise reach Develop Spark action that interest / cultural within each group communication that links to thegroups and tailor their through PAID / engages people objectives of thecommunications (and channels) that align OWNED / EARNED communication. with them and brand channels. (shared values). Is our creative / How far and wide is Did ourchannel selection Are we getting the our message communication aligned with our attention we need? spreading? spark action? audience? EQUITY Brands exist in the mind of people. A positive perception is critical. Did our communication impact positively on the brand’s reputation?
  48. 48. RELEVANCYREACH ACTION! ATTENTION
  49. 49. THANKS!

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