Getting Hamleted

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Not everything is at it seems (especially this presentation). Delivered as a keynote at the 2013 Inbound Marketing Summit in New York, it explored the tragic flaws that marketers face as they build and execute on digital strategies...flaws that might be avoided with a little awareness (unlike Hamlet). A rousing, fun-filled presentation full of crazy metaphors and actionable tips.

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  • Well…more specifically, what makes him a tragic characterIn short, he becomes more and more trapped in his own thoughts ( a tragic flaw) that prevents him from acting quickly in life. And all the dissociation there in
  • if you could all turn your books to Act II, Scene 1
  • I didn’t say “April Fools DAY…”
  • No really, before we jump into talking about your brand and the digital world, let’s set the stage first. Like explaining the title of this keynote and why what I just said is actually important
  • We are in marketing sometimes to share Hamlet’s tragic flaw- we focus on our own ideas and thoughts about what our audience wants (come on, you’ve all had the internal monologue) and react too slowly to what’s actually happening. It’s a left over from the previous decades of marketing.
  • Our digital marketing efforts can actually be flawed to begin with and, ultimately, undermine our brand online
  • What might you be doing wrong of which you aren’t even aware?
  • Act 1 Scene 1: your story has published some video. Its brilliant! Oscar Nominated stuff. Only you decide to just publish it on Youtube. It’s not on your site. The Youtube description doesn’t tie into your story.
  • Act 1, Scene 2: Your audience has watched your video. But they don’t know where to go next. No link to your website. No connection between the video and your other content. The result? Your Story is Dead!
  • No, but you need to connect those videos to your story. How can you do that? Let’s take a look at some examples.
  • Your story is back! Literary license, I’ve resurrected your story. And it wouldn’t be a good presentation without at least 1 zombie reference.
  • It’s Act 2, Scene 2: Your Story is Getting Louder. In fact, it’s yelling…the same message everywhere. Facebook. Twitter. Linkedin. Website
  • It may not be rosencrantz and gildenstern but your story is in jeopardy of getting killed again (sent by your boss, BTW; maybe time to look for a new job). Why? Because your committing a major social media flaw that is jeopardizing your online brand
  • On average, at least 1 interaction per conversation. Interaction is conversational.
  • I’ve called off the hounds and returned your story to Denmark (incase you didn’t know, that’s where Hamlet is from)
  • Remember, you are Hamlet. Tragic character. Focused to much internally. So you don’t see the writing on the wall. Treating mobile as a separate part of your digital strategy is like Hamlet not realizing that Claudius and Laertes are planning to kill him upon his return.
  • Is this not getting old? But that’s what happens when you don’t integrate mobile into the very DNA of how you present your story and engage with your audience digital
  • There are core themes that will bolster your
  • A new hierarchy of needs for digital consumers?
  • messages in different channels support other messages
  • appropriate messages and engagement for each channel
  • a message or story tailored to the individual
  • How you feel when someone you’ve lent money to pays you backNo, really, it’s how your audience feels about your brand online when your story is consistent, connected, authentic, and personalized. They come to you first.
  • To avoiding these and other tragic flaws that could undermine your online brandWhy? Because you stop focusing inward and start focusing outward
  • Getting Hamleted

    1. 1. Literature 101, Week 6Professor Thibeault
    2. 2. Understanding Hamlet
    3. 3. Act 1, Scene 1
    4. 4. April Fools!
    5. 5. “Getting Hamleted”Three Tragic Digital Marketing Flaws That Can Ruin Your Brand Online
    6. 6. Setting the Stage
    7. 7. The Digital World Provides MoreOpportunities to Become a Tragedy
    8. 8. The Result?
    9. 9. Can You Recognize Your Flaws?
    10. 10. A Disconnected Storya.k.a. Lonely Video
    11. 11. Digital Is The Stage For Your Story!
    12. 12. Tragedy Strikes!
    13. 13. That was quick!
    14. 14. So Is It Bad To Publish To YouTube?
    15. 15. When You Only Publish to YouTube…
    16. 16. Users Are Disconnected From Your Story
    17. 17. What Can You Do? Add “annotations” to your video as Call-to-Actions Doesn’t work on mobile/tablet Use the video description to reinforce how the video fitsinto your story
    18. 18. Annotate Your Videoshttp://www.labnol.org/internet/youtube-links-to-external-sites/26209/
    19. 19. Annotation Example: 3 (UK Mobile Provider)http://www.youtube.com/watch?v=Ekr05T9Iaio
    20. 20. Use Video Descriptions To Reinforce YourStory
    21. 21. The Result?Your website
    22. 22. Mistaken IdentitySocial Media is not just another channel22
    23. 23. Yeah! Your Story is Alive (Again)
    24. 24. Your Story: Act 2, Scene 2
    25. 25. Uh Oh.
    26. 26. Social Is Not Just Another Channel
    27. 27. What Can You Do? Keep it in Context Be Your Audience
    28. 28. Keep it in Context
    29. 29. The Trap Of Consistency
    30. 30. Context Is About Targeting
    31. 31. Context In the Digital World
    32. 32. These Two Things Are Not the Same
    33. 33. Facebook Is Not Twitter Is Not LinkedIn Different methods Facebook accepts long posts, inline images, and video Twitter is like Instant Messaging (but with a lot of people at thesame time) LinkedIn’s audience are business professionals How to keep content in context Remember the audience of the social network. To whom are youcommunicating? What do they want to read or see? Fit the format. Make the content relevant. If you are just re-posting stuff fromyour website with links, you are treating social media like justanother channel…
    34. 34. Tie Product Into Audience
    35. 35. Be Your Audience
    36. 36. Doing It Right: Coca-Cola On average, at least 1interaction per post Interaction is conversationalconnecting the brand with theaudience (multiple likes on thebrand comments)
    37. 37. Not So Doing It Right: British Airways On average, less than 1comment per 5 or six posts Comments are customer-service in nature, addingnothing to the conversation(not interactive)
    38. 38. You Can’t Engage If You Are Observing
    39. 39. Doing It Wrong on Twitter: Coca-Cola Notice the distinct lack ofreferences to anyone Coca-Cola is just using Twitterto distribute messages No interaction…anywhere…(no RTs, no mentions, etc.)
    40. 40. Doing It Right On Twitter: McDonald’s Lots of RTs and mentions Conversations with lots ofdifferent users Direct responses: “Glad you liked them! RT…”
    41. 41. Social Engagement = Brand Equity Among highly-satisfied consumers (satisfaction scores of951 and higher on a 1,000-point scale), 87 percentindicate that the online social interaction with thecompany "positively impacted" their likelihood topurchase from that company. Conversely, among consumers who are less satisfied(scores less than 500), one in 10 consumers indicatethat the interaction "negatively impacted" their likelihoodto purchase from the company.J.D. Power and Associates 2013 Social Media Benchmark Study
    42. 42. Different but not SeparateMobile is an aspect of your marketing strategy
    43. 43. The Hunt For Your Story Has Been Called Off
    44. 44. But It’s Not Out of Danger Yet
    45. 45. Act III, Scene 1: Your Story Is Dead Again.
    46. 46. When You Think of Mobile as Separate
    47. 47. The Result?
    48. 48. What It Really Means… More complicated workflow Content is treated “differently” for mobile Slower time to market More elements of your digital presence to manage
    49. 49. Ciena: Avoiding the Tragic Flaw of Separation49
    50. 50. Same Content, Mobile ExperienceSwipe Touch
    51. 51. It May Seem Confusing But It’s Not RocketScience
    52. 52. Stop Thinking About Devices and More AboutBehavior
    53. 53. Like Ciena Focused workflow on creating content, not converting it Selected content management tool that provided forautomatic conversion of content through mobile“templates” Focused on answering the question, “What kind of content do people want to see when they are notat their computer?”
    54. 54. Don’t Get Hamleted!
    55. 55. But These Flaws Are Only Examples Video Example? Connectedness Social Example? Authenticity Mobile Example? Consistency
    56. 56. Bad Graphic, Good Info (Thanks Microsoft)TrustPersonalizedAuthenticConnectedConsistent
    57. 57. Consistent
    58. 58. Don’t Care About Different Devices?“The Multi-Screen World.” Google. 2012.
    59. 59. Connected
    60. 60. Authentic
    61. 61. Personalized
    62. 62. Trust
    63. 63. And When You Have Trust, You GetEngagement
    64. 64. How Do You Build That Pyramid?
    65. 65. The Result For Your Online Brand?“Serving customers relevant content, deliveringexperiences that are engaging instead of intrusive and, justas importantly, measuring what’s working and what isn’t sothat we can improve our marketing are all critical. Whenmarketers begin to master these things we’ll turn the corner– consumers will start to notice and we’ll start to capitalize.”Ann Lewnes, chief marketing officer, Adobe
    66. 66. Maybe Hamlet Could Have Used Some Data?051015202530Act 1 Act 2 Act 3 Act 4Likelihood of Tragic DeathPropensity to BroodFamily Murders
    67. 67. Questions?

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