Creating Brand Experiences in the Age of Digital Marketing

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Presentation given at the Women@Work Workshop from the Minnesota Women in Marketing and Communcation.

Technology has profoundly changed the way individuals and companies interact and engage with each other. In the age of digital marketing, it is one's experience with a brand – online and offline — that is the most critical element for success. Through ongoing visibility, engagement and expertise programs, opportunities are generated that place your brand in front of consumers when and where they are looking for information. In this session, we’ll explore tools and techniques for cultivating the consumer and b2b experience and share examples of how local organizations are successfully integrating social media, influencer dialogue and thought leadership efforts to activate audiences.

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  • Making decisions has never been more difficult. We have more to choose from and information is coming at us from every direction.
  • Fluent: The Razorfish Social Influence Marketing Report. 2009.
  • Fluent: The Razorfish Social Influence Marketing Report. 2009.
  • Fluent: The Razorfish Social Influence Marketing Report. 2009.
  • We like to share our opinions. Gone are the days when the barbershop is only place where we gathered intelligence.
  • Now more so than ever, experience is king!
  • The fundamental truth remains: Experience changes beliefs, influences attitudes and stimulates action.
  • It intrigues me to think about what a person must have been thinking when they first tasted something at first sight looks disgusting or put two things together for the first time. And then what others around them must have thought when they shared their discovering with the larger group. It was the sharing of the experience that lead to the expansion of the experience.
  • The days when you can simply push something out to your audience is over. You can’t just spray them as they pass by the perfume counter. So how do you recreate the fragrance counter experience without going to the mall?
  • You may not experience it yourself but others have. We are voyeurs to others experiences. Eavesdropping has gone to a whole new level. My mother once told me not to write my name on the placemat at restaurants because you never know who will be reading it. Today, we are encouraging our children to write on the placemats. Our experience is the message.
  • Brand = Brand is more than a logo and tagline; it is the promise you make and sets up expectations for consistent experiences. Relationships (internal and external) = The individuals, groups, stakeholders and other influencers that influence your progress. Reputation = Reputation encompasses whether people believe you fulfill the brand promise and how it influences attitudes and behaviors toward your organization and its products; reputation evolves over time, but can be destroyed quickly.
  • As communicators and marketers, one of our most important responsibilities is to create the experiences. We move from shouting to the world to engaging in conversations; Push marketing needs to be replaced by engagement marketing. The experiences are the relationships that a consumer has with a brand which builds its reputation
  • The experience is a conversation that you have with consumers… One where they feel like you are talking to them. This requires first knowing your audience. And then reaching them where they congregate.
  • To achieve today’s integrated brand experience, traditional and new visibility strategies need to come together to drive consumer traffic to your doorstep. To your Web site…
  • Through social media, influencer dialogue and thought leadership efforts, opportunities are generated that place your brand in front of consumers when and where they are looking for movie information. Ultimately creating an environment where your customers take ownership of the brand online
  • Through social media, influencer dialogue and thought leadership efforts, opportunities are generated that place your brand in front of consumers when and where they are looking for movie information. Ultimately creating an environment where your customers take ownership of the brand online
  • As with your organization’s brand, your personal brand experience needs to be inline with what can be found.
  • When is the last time you googled yourself? Does your online brand match your offline brand? Or what you want it to be?
  • You can have a chair in the middle of nowhere but no one is going to come visit you. The reality is that nothing works by itself or in isolation. The “experience” must be similar across mediums – online and offline
  • Social media served as the common thread through all activities.
  • Founded in 2003, Homegrown Lacrosse is dedicated to encouraging positive change in the lives of youth lacrosse players and supporting the growth of the sport in Minnesota. Led and staffed by experienced collegiate lacrosse players, Homegrown Lacrosse holds clinics, leagues and K-12 educational programming throughout the year.
  • A survey of parents and players found that the number one differentiator between the nonprofit and its profit-based competitors was the “experience.” specifically the coaching staff and style of coaching.
  • Hesitant to jump into social media, it took Hearing Components a few months to really take the plunge into engaging customers with the Comply Foam brand though Twitter, Facebook and YouTube. With assistance from RMPR, Hearing Components jumped into a social media video contest as a way to engage current fans, attract new followers, increase awareness of Comply Foam Tips and give away some high-end earphones solely by using social media sites. Since the launch of the video contest, dubbed “From the Audio Files,” a mere three weeks ago, Hearing Components has seen the following: More than 700 percent increase in followers of Comply Foam on Twitter More than 850 Comply brand mentions on Twitter through retweets and new content in the last seven days More than 2,600 YouTube channel views Substantial increase in number of YouTube channel subscribers (something that was desired, but not expected so soon in the game)
  • Many different communications strategies are used in harmony to achieve the objective. From public relations to social media, work in tandem to increase the visibility, engagement and expertise of the site and its experts with the site’s consumer audience.
  • Talk about stand up Talk about only product
  • Social Media would play a key role
  • Creating Brand Experiences in the Age of Digital Marketing

    1. 1. Creating Brand Experiences Eva Keiser | Women@Work Workshop | 11.17.09 In the Age of Digital Marketing
    2. 3. <ul><li>64% of consumers report making a first purchase because of brand experience </li></ul><ul><li>97% of consumers report having searched a brand online </li></ul>
    3. 4. <ul><li>65% of consumers report having had a digital experience that either positively or negatively changes their opinion about a brand. </li></ul><ul><li>Of that group 97% say that their digital experience influenced whether or not they eventually purchased a product or service from that brand. </li></ul>
    4. 5. <ul><li>73% have posted a product or brand review on a Web site like Amazon, Yelp, Facebook or Twitter. </li></ul>
    5. 7. <ul><li>“Consumer habits are changing, turning to social media for more recommendations and information about brands.” </li></ul>
    6. 9. Experience is King
    7. 11. <ul><li>Influences attitudes </li></ul><ul><li>Changes beliefs </li></ul><ul><li>Stimulates behavior </li></ul>
    8. 14. <ul><li>“In today’s increasingly digital world, the experience is the message .” </li></ul>
    9. 16. <ul><li>Brand is more than a logo and tagline; it is the promise you make and sets up expectations for consistent experiences. </li></ul>Reputation encompasses whether people believe you fulfill the brand promise and how it influences attitudes and behaviors toward your organization and its products
    10. 18. The Relationship is the Experience
    11. 20. Creating the Experience
    12. 22. <ul><li>Through ongoing visibility , engagement and expertise programs, that opportunities are generated to place your brand in front of consumers when and where they are looking for information. </li></ul>
    13. 24. <ul><li>At the core of an integrated approach is a program that includes elements of: </li></ul><ul><li>Thought leadership </li></ul><ul><li>Influencer dialogue </li></ul><ul><li>Social media </li></ul>
    14. 26. Visibility <ul><li>Web site optimization </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Online and offline advertising </li></ul><ul><li>Public relations / Publicity </li></ul><ul><li>Social media </li></ul>
    15. 27. Engagement <ul><li>Social media </li></ul><ul><li>Special events </li></ul>
    16. 28. Expertise <ul><li>Public relations/publicity </li></ul><ul><li>Web site content </li></ul><ul><li>Social media </li></ul>
    17. 29. Aligning Your Brand Experience
    18. 31. Visibility
    19. 32. Visibility
    20. 33. Visibility
    21. 34. Engagement
    22. 35. Engagement
    23. 36. Engagement
    24. 37. Expertise
    25. 38. Expertise
    26. 39. Expertise
    27. 40. Expertise
    28. 41. Driving the Experience
    29. 43. <ul><li>The biggest obstacle that General Motors faced as it went through bankruptcy is that consumers just weren’t considering their products. </li></ul><ul><li>The challenge was how to create experiences that weren’t “in-your-face” and didn’t require a trip to a auto showroom. </li></ul>
    30. 44. <ul><li>The challenge was how to create experiences that weren’t “in-your-face” and didn’t require a trip to a auto showroom. </li></ul>
    31. 45. <ul><li>Influencer Events </li></ul><ul><ul><li>Twin Cities Auto Show </li></ul></ul><ul><ul><li>Social Media Meet Ups </li></ul></ul>
    32. 49. http://tiny.cc/WzEIi
    33. 50. <ul><li>Influencer Events (engagement) </li></ul><ul><ul><li>Twin Cities Auto Show </li></ul></ul><ul><ul><li>Social Media Meet Ups </li></ul></ul><ul><li>Speaking Engagements (visibility and expertise) </li></ul><ul><li>Media Relations (visibility) </li></ul>
    34. 54. <ul><li>Influencer Events </li></ul><ul><ul><li>Twin Cities Auto Show </li></ul></ul><ul><ul><li>Social Media Meet Ups </li></ul></ul><ul><li>Speaking Engagements </li></ul><ul><li>Media Relations </li></ul><ul><li>Community Events (engagement & visibility) </li></ul><ul><ul><li>Rooftop movie </li></ul></ul><ul><ul><li>Special early release movie screening </li></ul></ul><ul><ul><li>Women-only Car Care clinics </li></ul></ul><ul><ul><li>Lacrosse tournament </li></ul></ul><ul><ul><li>Law enforcement demos </li></ul></ul>
    35. 63. When the Experience Differentiates
    36. 72. http://www.youtube.com/homegrownlacrosse#p/a/u/1/RiEc3HX6bRw
    37. 73. <ul><li>http://www.youtube.com/homegrownlacrosse#p/u/14/2MVEe7ztqAc </li></ul>
    38. 74. Replicating the Experience
    39. 88. http://www.youtube.com/complyfoam#p/a/u/0/ZlHUcVI6lOk
    40. 89. Sponsored Search <ul><li>Branded -- “Comply”--- </li></ul><ul><li>Product Specific --- “Foam Tips”--- </li></ul><ul><li>Headphone Brands --- “Phillips Foam Tips” --- </li></ul><ul><ul><li>Qualifiers about products </li></ul></ul>
    41. 90. Integrating the Experience
    42. 92. GO GIRL A Case Study
    43. 93. What is GoGirl? <ul><li>Background: </li></ul><ul><ul><li>Minnetonka-based </li></ul></ul><ul><ul><li>20-year development </li></ul></ul><ul><ul><li>Single investor, limited resources </li></ul></ul><ul><li>Challenges: </li></ul><ul><ul><li>Category awareness </li></ul></ul><ul><ul><li>Similar Products </li></ul></ul><ul><ul><li>Taboo Subject </li></ul></ul><ul><ul><li>FUD </li></ul></ul>
    44. 94. Strategy <ul><li>Make an old idea fresh </li></ul><ul><ul><li>Lifestyle targeting </li></ul></ul><ul><ul><li>Fun </li></ul></ul><ul><ul><li>Normalize </li></ul></ul><ul><li>Build buzz </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Reaching segments separately </li></ul></ul><ul><li>Humanize the brand </li></ul><ul><ul><li>Brand personality and key messaging </li></ul></ul><ul><ul><li>Encourage customer reviews and testimonials </li></ul></ul><ul><li>Make it integrated </li></ul>
    45. 95. Web site
    46. 96. Web site
    47. 97. Web site
    48. 98. Web site
    49. 99. Web site
    50. 100. Social Media
    51. 101. Social Media
    52. 102. Social Media
    53. 103. Social Media
    54. 104. Social Media
    55. 105. Bringing GoGirl Design to Life
    56. 106. GoGirl Tour
    57. 107. Sponsorships
    58. 108. Pushing the Message <ul><li>Monitoring & engagement via social media channels </li></ul><ul><li>Blogger outreach </li></ul><ul><li>Local business and consumer media </li></ul><ul><li>National media outlets </li></ul><ul><li>Segmenting traditional media and online communities </li></ul>
    59. 109. Pushing the Message
    60. 110. Online
    61. 111. Online
    62. 112. Online
    63. 113. Online
    64. 114. Twitter
    65. 115. Twitter
    66. 116. Brand Touch Points Deliver <ul><li>Heard in the morning meeting - Minnetonka company GoGirl selling device that lets gals pee standing up - didn't know I needed it 9:37 AM Feb 16th from web </li></ul><ul><li>GoGirl a device allowing women to pee standing up - prompting a lot of comments - what do you think? 10:15 AM Feb 16th from web </li></ul><ul><li>@ esmemurphy There's a car parked in a driveway on Interlachen that's done over in &quot;Go Girl&quot; logos. Ah, the glamor of PR and marketing. 10:20 AM Feb 16th from twhirl in reply to esmemurphy </li></ul>
    67. 117. WCCO Effect <ul><li>Coverage: </li></ul><ul><ul><li>Two dozen TV stations in two days </li></ul></ul><ul><ul><li>Dozens of morning radio shows </li></ul></ul><ul><ul><li>Hundreds of blogs </li></ul></ul><ul><ul><li>Featured on Chelsea Lately, The Today Show, The Doctors </li></ul></ul><ul><li>Led to: </li></ul><ul><ul><li>Web site went from a few hundred daily visits to more than 30,000 in one day </li></ul></ul><ul><ul><li>Selling 15-20 an hour </li></ul></ul>
    68. 118. Brand Touch Points Deliver…Again At the Great Minnesota Get Together
    69. 119. KARE-11 Effect <ul><li>Coverage: </li></ul><ul><ul><li>More than 150 national TV news outlets in 48 hours, including CNN and MSNBC </li></ul></ul><ul><ul><li>More than 100 radio stations in less than a week </li></ul></ul><ul><ul><li>More than 100 blogs and sites, including PerezHilton.com and CNN.com </li></ul></ul><ul><ul><li>Mentions on Twitter every minute </li></ul></ul><ul><li>Led to: </li></ul><ul><ul><li>A 700 percent increase in traffic to GoGirl’s State Fair booth </li></ul></ul><ul><ul><li>Roughly 85,000 site visits in two days </li></ul></ul><ul><ul><li>Rapidly growing fan base (800 new Facebook fans in three days) </li></ul></ul><ul><ul><li>Peak sales of more than 10,000 GoGirls in a week </li></ul></ul>
    70. 120. Experience Takeaways
    71. 121. <ul><li>Can never have too much content </li></ul><ul><li>Have fun and be flexible </li></ul><ul><li>Never underestimate the power of the brand experience </li></ul><ul><li>Don’t be afraid to let go </li></ul><ul><li>Leverage what you have </li></ul>
    72. 123. Questions?
    73. 124. <ul><li>Eva Keiser, APR </li></ul><ul><li>[email_address] </li></ul><ul><li>@evakeiser </li></ul><ul><li>651.286.6765 </li></ul>

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