2016 Digital Marketing Framework

1. 2016 – Digital Marketing Framework – UX PRINCIPLES, APPLIED TO TRADITIONAL STORYTELLING

2. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | How to Meet Random People – Buy everyone you see a drink and before they’ve even taken a sip, ask them to come home with you. 99 out of 100 people will say no but 1 person will eventually say yes. Congrats, you scored. That’s how traditional advertising works. It’s expensive and guarantees a minimum result. 2 Don’t be these guys

3. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | How to Make Friends – Approach only people that look compatible. Curiously connect around common interests. Ask them for their number and call a few days later. You scored. Call again, connect again. Score again. That’s how digital marketing works. It takes more work and takes longer, but now you have a relationship. 3 Be these guys

4. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | Everything Creative has a Formula – Every movie you’ve watched and every song you’ve listened to was built on a formula. Feed your audience engaging content, incentivize them to participate, then make them an offer they can’t refuse. 4 Stop going for one-night-stands and start making friends

5. 2016 DIGITAL MARKETING FRAMEWORK 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | Storytell for Engagement Incentivize Participation Convert to Action 01. CONTENT 02. SOCIAL 03. EXPERIENCE 5

6. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 03. EXPERIENCE Convert to Action PURCHASE 6 02. SOCIAL Incentivize Participation 01: CONTENT Storytell for Engagement Lead Magnet Core Offer RETARGET Result 2016 DIGITAL MARKETING FRAMEWORK

7. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 7 01. CONTENT Storytell for Engagement – Content that engages your audience rather than solely entertains them

8. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 8 01. CONTENT Storytell for Engagement – FORMULAS FOR ENGAGING CONTENT – A) SOCIAL EXPERIMENT Capture an unexpected reaction from real people, based on a cultural trend B) COMMUNITY SERVICE Craft a solution that reduces friction in your audience’ lives and document its effect on them C) EXPLORATORY VIDEO Develop a story that has multiple paths or perspectives and allow your audience to choose their journey

9. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – FORMULA A) SOCIAL EXPERIMENT – Capture an unexpected reaction from real people, based on a cultural trend 9 REAL PEOPLE Ingredients UNEXPECTED REACTION BASED ON A CULTURAL TREND

10. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – E.G. COKE “REMOVE LABELS” SOCIAL EXPERIMENT – People are asked to guess each others appearance based on meeting them in the dark 10 Agency: Ogilvy – View Work

11. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – FORMULA B) COMMUNITY SERVICE – Craft a solution that reduces friction in your audience’ lives and document its effect on them 11 CRAFT A SOLUTION Ingredients DOCUMENT THE EFFECT REDUCE FRICTION

12. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – E.G. VOLVO “LIFE PAINT” COMMUNITY SERVICE – Volvo developed a light reflecting paint that cyclists can apply to protect themselves 12 Agency: Grey – View Work

13. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – FORMULA C) EXPLORATORY VIDEO – Develop a story that has multiple paths or perspectives and allow your audience to choose their journey 13 AUDIENCE CHOOSES JOURNEY Ingredients MULTIPLE PATHS OR PERSPECTIVES INTERACTIVE STORY

14. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 01. CONTENT Storytell for Engagement – E.G. DELUXE “EXPLORE COLOR” EXPLORATORY VIDEO – Interactive video where audience is able to click on any surface to view the color profile 14 Agency: BBH – View Work

15. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 15 01. CONTENT Storytell for Engagement – Your content is like your opening line when you meet someone new – It’s where you pique your audiences curiosity by entertaining, inspiring, or informing them

16. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 16 02. SOCIAL Incentivize Participation – Leverage social media in ways that incentivize your audience to participate

17. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 17 02. SOCIAL Incentivize Participation – FORMULAS THAT INCENTIVIZE PARTICIPATION – A) COLLECTIVE CREATION Allow an audience to openly contribute to aspirational content, determined through peer voting B) SKILL CHALLENGE Provide audience with fame opportunity by showcasing their skills in a way that encourages product use C) SHOW & TELL Short & inspiring demonstrations that answer common questions and encourage remixing from the audience

18. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – FORMULA A): COLLECTIVE CREATION – Allow an audience to openly contribute to aspirational content, determined through peer voting 18 ASPIRATIONAL CONTENT Ingredients PEER VOTING OPEN AUDIENCE CONTRIBUTION

19. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – E.G. PLAYSTATION “GAMER MASTERPIECE” COLLECTIVE CREATION – Audience uploaded their likeness to digital paintings, winners got theirs recreated by an artist 19 Agency: BBH – View Work

20. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – FORMULA B) SKILL CHALLENGE – Provide audience with fame opportunity by showcasing their skills in a way that encourages product use 20 OPPORTUNITY FOR FAME Ingredients PRODUCT USE SKILL SHOWCASE

21. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – E.G. FOOT LOCKER “HORSE WITH HARDEN” SKILL CHALLENGE – Audience challenges NBA player James Harden to a virtual game of Horse 21 Agency: BBDO – View Work

22. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – FORMULA C) SHOW & TELL – Short & inspiring demonstrations that answer common questions and encourage remixing from the audience 22 SEARCH FRIENDLY Ingredients ENCOURAGE REMIXING SHORT & INSPIRING

23. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 02. SOCIAL Incentivize Participation – E.G. LOW’S “#HYPERMADE” SHOW & TELL – Instagram videos that demonstrate quick, creative home projects 23 Agency: BBDO – View Work

24. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 24 02. SOCIAL Incentivize Participation – Social is like introducing new friends to hang with your old friends – Social proof has the equivalent impact on your audience as ratings & reviews have on Amazon shoppers

25. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 25 03. EXPERIENCE Convert to Action – Digital version of your retail environment that converts your audience toward an action

26. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 26 03. EXPERIENCE Convert to Action – FORMULAS THAT CONVERT TO ACTION – A) SOCIAL HUB House interactive content on a single social page, where the payoff for engaging drives to a product page B) SQUEEZE PAGE Mix product information with branded content, and social proof, to create a story that ends with an offer C) INTERACTIVE QUIZ A thought-provoking experience that categorizes the audience and provides them with recommendations

27. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 03. EXPERIENCE Convert to Action – FORMULA A) SOCIAL HUB – House interactive content on a single social page, where the payoff for engaging drives to a product page 27 DRIVE TO PRODUCT PAGE Ingredients INTERACTIVE CONTENT SINGLE SOCIAL PLATFORM

28. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 03. EXPERIENCE Convert to Action – E.G. MERCEDES “BUILD A GLA” SOCIAL HUB – Allows audience to create a custom GLA on Instagram 28 Agency: Razorfish – View Work

29. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 03. EXPERIENCE Convert to Action – FORMULA B) SQUEEZE PAGE – Mix product information with branded content, and social proof, to create a story that ends with an offer 29 SOCIAL PROOF Ingredients BRANDED CONTENT PRODUCT INFORMATION

30. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 03. EXPERIENCE Convert to Action – E.G. NEST “THERMOSTAT” SQUEEZE PAGE – Mixture of features and benefits told through various media and woven into an interactive story 30 Agency: Nest – View Work

31. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 03. EXPERIENCE Convert to Action – FORMULA C) INTERACTIVE QUIZ – A thought-provoking experience that categorizes the audience and provides them with recommendations 31 CATEGORIZE AUDIENCE Ingredients PROVIDES RECOMMEN- DATION THOUGHT PROVOKING

32. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 03. EXPERIENCE Convert to Action – E.G. NIKE “#BETTERFORIT” INTERACTIVE QUIZ – Quiz that determines the 21-day training program that’s right for you, and recommends the right products 32 Agency: Wieden Kennedy – View Work

33. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | 33 03. EXPERIENCE Convert to Action – Your owned experience is like inviting a friend into your home – It’s a digital version of the retail experience where you have complete control over every detail

34. 2016 | DIGITAL MARKETING FRAMEWORK @BALINDSIEBER | BALIND.CO | My Name’s Balind – I’ve spent the bulk of my creative career designing experiences for digital games, advertising, and products. In the last couple years I’ve found a new platform for interactive storytelling in the modern marketing campaign. This framework was developed to streamline the process of generating ideas that fit within a digital marketing ecosystem. Read more of my thinking on MEDIUM / SLIDESHARE 34 Balind Sieber is a designer that applies UX principles to traditional storytelling

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