Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing 360 presentation by lawrence villegas - Connections Media examples & experience planning

1,914 views

Published on

  • Be the first to comment

Marketing 360 presentation by lawrence villegas - Connections Media examples & experience planning

  1. 1. Connections Media examples
  2. 2. Knowledge Media <ul><li>Know / learn </li></ul><ul><li>Downloadable audio guides in 6 languages for Beijing, Hong Kong and Shanghai. </li></ul><ul><li>To introduce tourists to the cities, coinciding with 2008 Olympic Games in China. </li></ul>LOUIS VUITTON | Soundwalk (China)
  3. 3. Knowledge Media <ul><li>Know / learn </li></ul>ADIDAS | Urban Art Guide iPhone app (Germany) The Adidas Urban Art Guide to Berlin lists Berlin’s best graffiti Users download the application for free Access a Google map of Berlin pegged with locations of urban masterpieces
  4. 4. Contagion Media <ul><li>Share / Spread </li></ul><ul><li>Supports the launch of Nokia's new Supernova phone. </li></ul><ul><li>Based on the behaviors of Nokia’s target demographic. </li></ul>NOKIA | Somebody Else’s Phone (London)
  5. 5. Contagion Media <ul><li>Share / Spread </li></ul>http://www.coketag.com/ A customizable widget that enables social networkers to promote themselves and their interests. COCA-COLA | Coke Tag
  6. 6. Reality Media <ul><li>Experience </li></ul>Two players suspended more than ten stories up playing a live game of vertical soccer. ADIDAS | Interactive Human Billboard (Japan)
  7. 7. Reality Media <ul><li>Experience </li></ul><ul><li>An urban race in which consumers could win a new pair of the Zoom high performance shoes. </li></ul><ul><li>To facilitate consumer interaction and generate interest in Nike Zoom products. </li></ul>Nike Zoom NIKE | Nike Zoom Urban Race (China)
  8. 8. Reality Media <ul><li>Experience </li></ul>NIKE | Grid Run (UK) London as your gameboard Grid phone boxes in each postcode across London Badges awarded for speed, endurance and stamina Get the glory -claim the crown http://www.nikegrid.com
  9. 9. Dialogue Media <ul><li>Talk </li></ul>Pepsi invested their Superbowl ad money in a $20 million social activism program: Pepsi Refresh Project Users submit community projects that need help and those that get the most votes will receive help from Pepsi PEPSI | Refresh Project (US)
  10. 10. Dialogue Media <ul><li>Talk </li></ul>STARBURST | Contradictory (US) Asked users for examples of contradictory phrases Users voted the submissions up or down to determine the best examples
  11. 11. Community Media <ul><li>Participate / Belong </li></ul>HEINEKEN | Stadium of Dreams (Thailand) Create activity from football fan insight on www.thestadiumofdream.com
  12. 12. Community Media <ul><li>Participate / Belong </li></ul><ul><li>Competition to help HP connect with a very niche target audience within the creative community. </li></ul><ul><li>To raise awareness of the HP Workstations. </li></ul>HP Toyrama HEWLETT-PACKARD | Toyrama (Asia-Pacific)
  13. 13. Story Media <ul><li>Assimilate / reconcile new ways of living </li></ul>IAMS | Foster Parent Program (Japan) To build awareness of pet shelters and promote pet adoption in Japan, IAMS used a documentary series on their website featuring popular celebrity, Kiki Sugino.
  14. 14. Distraction Media <ul><li>Fill time </li></ul><ul><li>Online browser-based action game as an extension of the ‘Life as it should be’ campaign. </li></ul><ul><li>Rich and immersive with brilliant video execution and multiple interaction methods. </li></ul>Coke Zero Game COCA-COLA | Football as it should be. (Sweden Example)
  15. 15. Distraction Media <ul><li>Fill time </li></ul><ul><li>Added activity while lining up at the theme park </li></ul><ul><li>AR technology aligned with park theme </li></ul>SUNWAY LAGOON | Augmented Reality iPhone apps (Malaysia)
  16. 16. Reputation Media <ul><li>Associate with success </li></ul>COCA-COLA | Amuro Namie campaign
  17. 17. Experience Planning
  18. 18. HumanKind Framework WHO Who’s behavior are we changing? <ul><li>CURRENT BEHAVIOR </li></ul><ul><li>How do they currently behave? </li></ul><ul><li>Why do they behave the way they do? </li></ul><ul><li>DESIRED BEHAVIOR </li></ul><ul><li>What do we want them to do? (Behavioral Objective) </li></ul><ul><li>What do we need them to think/feel? (Attitudinal Objective) </li></ul>PURPOSE The brand’s ‘reason for being’ a part of peoples lives EXPERIENCE The context and environment in which to serve peoples’ needs and desires HUMAN-POWERED FUEL ACTS Human-centered brand gestures that transform the way people think, feel and ultimately behave. INFORM & INSPIRE CREATE DIAGNOSE & DEFINE
  19. 19. <ul><li>Personas are fictional stories based on consumer research that represent the most valuable customers and the experiences they have with with a brand </li></ul>
  20. 20. Personas represent the primary and secondary users of a system, product or service Each Persona represents a group of users who share common behaviors , motivations or attitudes
  21. 21. PERSONAS COMMUNICATE GOALS AND TASKS, MINDSETS AND MOTIVATIONS, DECISION MAKING FACTORS AND MORE
  22. 22. PERSONAS ANSWER FOUR FUNDAMENTAL QUESTIONS: Who are your users? What do they want to accomplish? What are they doing and how are they doing it? What is the context/atmosphere?
  23. 23. PERSONAS: Helps frame users in a business context. Helps frame users in relation to the decision-making process. Helps ensure that information, organization, and design actually accommodate the goals and tasks of real users. 6 months out 12 months out 18 months out
  24. 24. PERSONAS CAN TELL STORIES OF RELATIONSHIPS OVER TIME
  25. 25. <ul><li>The context and environment in which we serve people. </li></ul><ul><li>Experience Models illustrate multi-faceted, often multi-channeled, steps that people go through in a given context. </li></ul><ul><li>They describe the missions and mindset of people. </li></ul><ul><li>They describe how people experience products, services, or environments told from the point of view of the “people”. </li></ul>An Experience.
  26. 26. EXPERIENCE MODEL A model of how people experience products, services, or environments told from the point of view of the *people* having an experience, not the point of view of the *business*
  27. 27. EXPERIENCE MODELS OUTLINE THE PROCESS PEOPLE GO THROUGH AND DESIRED OUTCOMES ALONG THE WAY SHOPPER POLICY HOLDER <ul><li>Report claim </li></ul><ul><li>Find alternate transport </li></ul><ul><li>Get inspected and estimates </li></ul><ul><li>Repair vehicle </li></ul><ul><li>Settle claim </li></ul>CLAIM <ul><li>Identify providers </li></ul><ul><li>Understand options and variables </li></ul><ul><li>Get and compare quotes and service </li></ul><ul><li>Find out how much coverage I need </li></ul><ul><li>Select and submit policy </li></ul><ul><li>Receive approval </li></ul><ul><li>Pay via payment method </li></ul><ul><li>Put proof of insurance in car </li></ul><ul><li>Drive </li></ul><ul><li>Pay bills </li></ul><ul><li>Interact with provider (non-claim) </li></ul>EDUCATE EVALUATE PURCHASE DRIVE Auto Insurance User Experience
  28. 28. EXPERIENCE MODELS ILLUSTRATE CHANGING NEEDS OVER TIME
  29. 29. EXPERIENCE MODELS UNCOVER PAIN POINTS AND JOY POINTS IN THE PROCESS
  30. 30. EXPERIENCE MODELS INFORM CHANNEL CONTACT STRATEGIES
  31. 31. EXPERIENCE MODELS HELP IDENTIFY OPPORTUNITIES FOR BRANDS TO CREATE VALUE EXCHANGES FOR CUSTOMERS
  32. 32. EXPERIENCE MODELS CAN TRACK EMOTIONAL FLUCTUATIONS THROUGHOUT A PROCESS (SUCH AS THE UPS AND DOWNS CUSTOMERS FEEL WHILE SHOPPING FOR APPLIANCES)
  33. 33. “ FUTURE STATE” EXPERIENCE MODELS HELP COMMUNICATE NEW WAYS TO CONNECT WITH BRANDS
  34. 34. IDENTIFYING VALUE EXCHANGES
  35. 35. <ul><li>Without it we will only get ads. </li></ul><ul><li>With it we will be able to serve people when, where and how they want to be served. </li></ul><ul><li>It will also help Creatives ideate beyond traditional media contacts </li></ul>Why an Experience.
  36. 36. Experience Models Will Shape the Types of Acts…
  37. 37. … and Inform Where You Should Do Those Acts…
  38. 38. Last few words…
  39. 39. Acts Can’t be Taken Away from a Brand <ul><li>Product advantage can be erased overnight. Messaging can be replicated. Act creation that delivers layers of brand experience may be the last source of true differentiation. </li></ul>
  40. 40. The way to change a person’s behavior is not just through a simple ad, but through a transformational act – a human centered idea, gesture or experience that has the ability to transform the way a person thinks, feels and ultimately behaves. ACTS Digital Shopper Promotional CRM Not Ads.
  41. 41. Target audience. Consumers. Viewers. These are mass marketing terms which have conveniently homogenized marketing communications. Let us address the inherent complexity of people and their decision making processes. Not ads for the masses - but transformational acts for Browsers, Shoppers, Triallists, Loyalists and Influencers. Human behavior is complicated. Deal with it.
  42. 42. Questions?

×