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Users, Not Audiences


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This is an ongoing work in progress, which I\'ve presented in various venues, about how planning needs to evolve into something new to help companies talk to customers in the post-commercial, interwebbed era.

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Users, Not Audiences

  1. 1. Users, Not Audiences<br />Planning the Digital Brand<br />
  2. 2. Kip Voytek<br />SVP, Communications & Experience Planning<br />SVP/ECD, R/GA<br />Before that, game designer, union organizer, speechwriter, programmer, physical computing hobbyist, digital dilettante. <br />WHY AM I UP HERE<br />
  3. 3. STRUCTURE<br />this  that<br />
  4. 4. Background - Game Design <br />“a series of interesting choices” - Bruce Shelly<br />
  5. 5. Background - Interaction Design <br />Rhythms of Software and Marketing<br />Usability  Greater Functionality  Meaningful Brand Engagement<br />
  6. 6. (R)Evolution #1: Convergence of Design & Planning<br />Interaction Design<br /><br />Experience Design<br /><br />Communications Planning<br /><br />Experience Planning<br />
  7. 7. (R)Evolution #2: Many ideas, not just one big one<br />Insight  Big Idea  Campaign<br /><br />Crafting/Designing/Planning<br />Brand Experiences & Product Extensions<br />
  8. 8. (R)Evolution #3: Broadened remit<br />Story<br /><br />Content<br /><br />Product Extension<br /><br />Utility<br />
  9. 9. (R)evolution #4: Moving “targets” (aka people)<br />User<br />Human<br />Customer<br />Prospect<br />Target<br />Persona<br />Customer<br />Influencer<br />Segment<br />All of them, none of them<br />All the time, never<br />Multiple leans<br />Real-Time<br />Social<br />Want Utility<br />Compute everywhere<br />Move as they want<br />
  10. 10. (R)evolution #5: New types of insight(s)<br />Audience<br />Needs & Emotions<br />Category Conventions<br />& Standards<br />Culture/al<br />Context<br />User Behaviors <br />on-site<br />Being Digital<br />
  11. 11. (R)evolution #6: Redefining Emotion<br />Emotion triggers action, meaning sustains it.<br />- Cindy Chastain, IxDA10<br />
  12. 12. (R)evolution #6: Redefining Emotion<br />Utility is the most important emotion<br />
  13. 13. (R)evolution #6: Redefining Emotion<br />Utility is the <br />only emotion<br />
  14. 14. (R)evolution #7: User-Generated . . . Awareness<br />AWARENESS<br />AWARENESS<br />EFFECTIVE<br />USE<br />EARLY <br />SUCCESS<br />AWARENESS<br />SATISFACTION<br />TRIAL<br />CONSIDERATION<br />AWARENESS<br />AWARENESS<br />Many: 1 awareness leads to success for core users<br />Success leads to 1:1 advocacy<br />
  15. 15. (R)evolution #8: Reprise<br />
  16. 16. (R)evolution #9: Presence in Social/Conversations<br />3rd Party Content Sites<br />- site<br />- articles<br />- readers comments<br />- editorial comments<br />Brand Content<br /><ul><li> Site
  17. 17. microsite
  18. 18. distribution</li></ul>- articles<br />- tools<br />- blogs<br />- status<br />- videos<br />- pics<br />- links<br />- UGC<br />Video Sharing <br />Networks<br />Blogs & <br />Personal Publishing<br />Mico-blog &<br />Status tools<br />Social Networks<br />Customer & Prospect Conversations<br />
  19. 19. (R)evolution #8: Expanded Brand Picture<br />Story<br />Utility<br />Content<br />Enjoying/Using Product<br />Campaign/Message<br />USEFULNESS<br />& FUNCTIONALITY<br />INFORMATION <br />& RESEARCH<br />AWARENESS<br />TONE & VOICE<br />Insights<br />& Briefs<br />BRAND VALUES & STRATEGY <br />Brand Promise<br />
  20. 20. From one big idea to a whole bunch of multi-sized ones<br />Big ideas can over-focus you on:<br /><ul><li> Novelty
  21. 21. The unique whatever
  22. 22. The differentiator, one-ness
  23. 23. One feature
  24. 24. All the features
  25. 25. Ideation at the expense of design and execution, quality and depth</li></li></ul><li>Messages always have big ideas, products usually don’t<br />
  26. 26. Campaign<br />Campaign<br />NBA<br />NCAA<br />Street<br />HS<br />LbJ<br />Kobe<br />Platforms need more than one big idea<br />Nike & Basketball<br />Platform<br />“Advertising is subtractive, digital is additive.” - Nick Law, CCO R/GA<br />
  27. 27. But we need concision<br /> People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the 100 other good ideas that there are. You have to pick carefully. I’m actually as proud of many of the things we haven’t done as the things we have done. <br />- The Beloved Chairman (Jobs)<br />
  28. 28. Requirements for Insight/Takeaway/Brief<br />portableyou can hold it in your head<br />intuitivethe value benefit are immediately graspable<br />richthe concept goes somewhere, allows for input <br />partly negativeit inherently says no<br />
  29. 29. New Models & Metaphors: Mantras, Haikus, Partis, Building Statements<br />
  30. 30. The ending bits<br /><ul><li> Users, not audience
  31. 31. Function + utility + message + emotion + engagement + delight
  32. 32. The medium is the message and the product
  33. 33. Individual people, individual paths, individual needs
  34. 34. Whatever the web is (social, interactive, co-created, loose and will) so is your brand</li></li></ul><li>Further reading, exploring . . . <br />Read digital:<br />Emergence, Steven Johnson<br />Designing Interactions, Bill Moggridge (CD is key)<br />101 Things I learned in Architecture School, Matthew Frederick<br />The BLDG|BLOG BOOK, Geoff Manaugh<br />Live Digital:<br />Get to level 20 in World of Warcraft (ferrealz)<br />Do your info-graphics in Illustrator<br />Play with the “Game of Life” or Turtle Art<br />