Sling-Shooting the Brand Experience in the Digital Domain

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In today’s digital domain, there’s a dizzying and ever-increasing array of channels to engage people on — online advertising, micro blogging, social networks, et al.

Module Partner and Director of Development, Adrian Pittman maps out the digital domain and provides insight into best practices to move prospects toward engagement and organizations toward achieving their brand objectives.

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Sling-Shooting the Brand Experience in the Digital Domain

  1. Social Media Club Detroit<br />
  2. Sling-Shooting the Digital Domain<br />The brand challenge: <br />Prospect acquisition & conversion<br />
  3. @#$%!<br />
  4. Earth = Brand Objective<br />Planet = Channel<br />Sun = Brand<br />
  5. Sling-Shooting the Digital Domain<br />The Digital Domain: Orbits of commitment & influence<br />
  6. Sling-Shooting the Digital Domain<br />Digital Domain<br />Levels of brand influence and<br />Prospect activity<br />Least influenced & active<br />Moderately influenced & active<br />Highly influenced & very active<br />
  7. Sling-Shooting the Digital Domain<br />Digital Domain<br />Orbiting channels of brand message communication<br />Distance = engagement entropy<br />3 orbits & 5 stages of engagement<br />Channel position will vary<br />
  8. Sling-Shooting the Digital Domain<br />Traveling the Distance: <br />The Sling-Shooting Method<br />
  9. Sling-Shooting the Digital Domain<br />Luna 3: The Prospect<br />Developed to take images of the moon<br />Launched in 1959 by Russian scientists<br />Utilized “gravity assist” to successfully<br />reach the far side of the moon<br />
  10. Sling-Shooting the Digital Domain<br />The “Sling-shot” Brand Experience<br />Prospect finds brand via search engine<br />Sent to micro site for intermediate engagement<br />Returns to brand site to advance engagement<br />
  11. Sling-Shooting the Digital Domain<br />The Relational Line of Logic<br />Tell a cohesive story — each point should connect logically<br />Don’t give it all away — avoid “TMI” in the early stages of engagement<br />Know what’s next — follow every contact with a clear call to action<br />Let the message fit the channel — Know the channel demographics<br />
  12. Sling-Shooting the Digital Domain<br />Whole Foods Case Study: Inbound Social Media conversion<br />
  13. Sling-Shooting the Digital Domain<br />Whole FoodsDigital Domain<br />Brand Objective: Utilize SWspace to educate & incite<br />regional retail activity<br />
  14. Sling-Shooting the Digital Domain<br />Whole Foods Relational Line<br />User finds them on Twitter, Facebook & Flickr<br />Sent to SM-friendly landing page<br />Returns to website to engage local store, e-newsletter registration, etc.<br />
  15. Sling-Shooting the Digital Domain<br />Key Features<br />Corporate and local market Twitter accounts<br />Clear messaging ties between SM channel and core site<br />Individual market presences on SM channel and core site<br />
  16. Sling-Shooting the Digital Domain<br />1. Micro blogging: Twitter<br />
  17. Sling-Shooting the Digital Domain<br />2. Landing Page (from Twitter)<br />
  18. Sling-Shooting the Digital Domain<br />3. Brand WebSite<br />Clockwise: Content features; Email newsletter subscriptions; Store Locator<br />
  19. Social Media Club Detroit<br />

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