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Building brand awareness
in the digital world
29 January, 2013


John Campbell       Rob van Tol
Director            Senior Consultant




@PrecedentComms #PrecSem
1.Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion



Building brand awareness   2013
How are you presenting your brand?
Customer engagement
through use of digital
                                        Viewed of as:
channels to meet                          The novice
customers needs.                          The enthusiast
                                          The devotee




                                    We considered their web space,
                                    social and mobile presence




  Building brand awareness   2013
1.Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
3000
   Estimates suggest that on average
   a person in the UK is exposed
   to more than 3,000 brand
   and advertising messages
   a day

Building brand awareness   2013
1,000,000,000
   active Facebook users in the world




Building brand awareness   2013
Building brand awareness   2013
Herbert Alexander Simon, an American psychologist
summed this problem up in a simple quote:



A wealth of information
creates a poverty of attention



Building brand awareness   2013
So attention is what all brands
are now fighting for.
Gaining attention is the
first step to having a
conversation with consumers.

Building brand awareness   2013
This may sound obvious but
today's problem is getting consumers to consume advertising

Traditional advertisers’ model suggested consumers went
through a linear process: AIDA
Attention | Interest | Desire | Action

In today's world Attention is the major and key factor in the
process of converting non-consumers to brands



Building brand awareness   2013
How to gain attention
Firstly understand the triggers




Building brand awareness   2013
Building brand awareness   2013
The Attention Triggers
As long as the consumer sees relevant
content, he/she is going to stick around or
return again – this creates opportunities to
have a selling conversation.
Emotional
Relevancy
Uniqueness
Uniqueness
In today’s culture, the things that stand out
do so because they are extremely unique.

You can’t just be slightly different, you need
to do something a little more extraordinary
to really catch people’s attention.



 Building brand awareness   2013
Uniqueness
The only way to be unique is to be yourself
and let a part of you and your personality
be reflected in your product.

Don’t try to be all things to all people,
stand for something.



 Building brand awareness   2013
1.Grabbing attention in a widening market

2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion




Building brand awareness     2013
Building brand awareness   2013
Traveller touchpoints

Dream      Book      Count     Journey       Arrive        Experience    Leave       Remember
                     Down



                                          Hit the Ground                 Go with
Inspire   Simple    Excite    First Aid                    Journal                     Laters
                                              Running                   the Breeze


                                                           Connect



                                                            Explore




  Building brand awareness   2013
Traveller touchpoints mapped company response

Dream        Book        Count         Journey        Arrive         Experience             Leave       Remember
                         Down



                                                  Hit the Ground                           Go with
Inspire    Simple        Excite       First Aid                        Journal                                 Laters
                                                      Running                             the Breeze


                                                                       Connect



                                                                       Explore

                                                                 Problem
            Book                                                             Activities   (Re)Book
                                                                  Solve
Focus &
           (Co)Plan     Cross Sell                   Orientate        Engage              Au Revoir   Member      Reunion
Magnify

          Inspiration                 Organise                      Looking After                          Retain




   Building brand awareness          2013
low identified fan    highly identified fan


    medium identified fan




Building brand awareness    2013
User research methods




Building brand awareness   2013
User research methods

                                               Permanent
                                               Stakeholder
           Phone               Staff                                               Face-to-face
                                               (Staff)
           Interview           Survey                                              Interview
                                                                    Workshop




                                                   Crowdsourced Idea Storming
                                                 Crowdsourced Pain Storming
       Remote                                                               Personal
                                               Experimental Sandpit
       (International)

                               Traveller
                                                Insight              Persona Development
                               Questionnaire
                                                                            Diary Study

             Buzz Monitoring                   Transient
                                               Stakeholder
                                               (Travellers)




Building brand awareness         2013
User research outputs: Personas
                                                                        Knowledge
                                            “My needs change            Experience
                                            with time. I want
                                            someone that is             Service
                                            proactive, that I can
                                            trust and that isn’t
                                                                        Technology
                                            going to rip me off”

                                                                        Influencers
                                                                                                 Networks

                                                                                                   Opinion

                                                                                                  Research

Ash, 40, small business owner Commercial client                                                     Events

                                                                                                     Peers


      Goals                     Behaviours                must                        must not
      Find relevant services    All his energy goes       Be upfront with costs       Be overly complex
      Have a real person’       into his business         Meet deadlines              Be slow to respond




   Building brand awareness          2013
User research output: Channel Roadmap




Building brand awareness   2013
1.Grabbing attention in a widening market
2.Assessing your market

3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
Some findings
1. Web sites are seen in isolation

2. Brands are:
   not differentiating
   not balancing the educational
       and emotional needs
   not giving clear calls to action

3. Are being stereotypical



 Building brand awareness   2013
Simple and quirky




Building brand awareness   2013
Building brand awareness   2013
1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally

4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion
We need to sell
 more ….




Building brand awareness   2013
I need a ….




Building brand awareness   2013
As a new parent, I want to
save money, so that I can
have enough put aside for
when my son goes to
university.




Building brand awareness   2013
Outcomes for your website
      Attract new customers

      Retain existing customers

      Build trust

      Increase reach

      Sell something


Building brand awareness   2013
Decisions are
rational and
emotional

Building brand awareness   2013
It is impossible to engage
someone if you don’t know
what’s motivating them


Building brand awareness   2013
Making an emotional connection
 Framing
 Feedback loops
 Goal setting / Achievements
 Story
 Familiarity Bias




Building brand awareness   2013
“Less than a cup
                                  of coffee a day”




Building brand awareness   2013
Building brand awareness   2013
We are engaged by
                                  situations in which
                                  we see our actions
                                  modify subsequent
                                  results




Building brand awareness   2013
Building brand awareness   2013
We are engaged by
                                  experiences that can
                                  bring meaningful
                                  achievements




Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Narrative elements are
                                  more believable




Building brand awareness   2013
“Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
behind them.”
Robert Mills




Building brand awareness   2013
Info-graphic




Building brand awareness   2013
Building brand awareness   2013
We prefer things
                                  that are familiar
                                  to us




Building brand awareness   2013
“Showing personality in your app, website, or
brand can be a very powerful way for your
audience to identify and empathize with you.
People want to connect with real people and
too often we forget that businesses are just
collections of people. So why not let that
shine through?”
Aarron Walter


Building brand awareness   2013
So why not let that shine through?
Highly regulated?
Forces | Emergency Services | NHS | Financial Services | Education | Law



Brand is expected to be dehumanised?
Government (Local and Central) | Law | Financial Services



Introvert organisation?
Science & Engineering | Government (Local and Central) | Financial Services



Keep private & work identities separate?
Government (Local and Central) | Financial Services




Building brand awareness         2013
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark

5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
Building brand awareness   2013
Integrated campaigns   Twitter | AR | Video | TV | Bus shelters




Building brand awareness   2013
Social Media connections




Building brand awareness   2013
Social Media organised connections




Building brand awareness   2013
Social Business?




                                  Ref DAVID
                                  ARMANO
Building brand awareness   2013
Social and the enterprise

 Social media is no longer simply about the
 conversation.

 Social Business is about making all material in the
 company shareable and findable.

 Empower your employees and clients will share,
 comment and engage.

 Changes in people, process and platform needed


Building brand awareness   2013
 Be Personal (Use your own voice)
 Know your audience
 Focused (what’s really important)
 Interesting, useful & timely
 Quick to read (400 – 1,000 words)
 Enable a community (question, listen & interact)




Building brand awareness   2013
Buzz monitoring




Building brand awareness   2013
Social media control centre




Building brand awareness   2013
Digital marketing must match your
individual problems and culture
because without a custom fit,
you’re missing the point



Building brand awareness   2013
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you

6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
Tactic 1: SEO




Building brand awareness   2013
@precedentcomms #PrecSem2013
 Building brand awareness
Building brand awareness   2013
@precedentcomms #PrecSem2013
 Building brand awareness
Building brand awareness   2013
Tactic 1: SEO



                            B2B and B2G Oil Exploration FTSE 100 Company

Building brand awareness   2013
Case Study: Cairn versus Greenpeace

                  Target response only to Cairns’ audience

                  1. Integrate social media with their normal
                     public relations activities
                  2. Put in place three tiers of response:
                        Listening (know what is being said)
                        Proactive (get your own message out)
                        Reactive (rebut falsehoods)
                  3. Expand media relations to include Cairn/
                     industry advocates

 Building brand awareness   2013
campaigns are the way to market
digitally because without targeting
you’re just paying to spam



Building brand awareness   2013
campaigns are the way to market
digitally because with targeting
you’ll be able to track your
success


Building brand awareness   2013
Building brand awareness   2013
To help 11-18 year olds
be better informed about
drinking, smoking and
drug taking

Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Some findings
1. Need to add personality to posts
2. Integrate channels
3. Analyse reach and not just numbers
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge

7. Mobilise your site
8. Are you getting a return
9. Considering the future
Discussion


Building brand awareness   2013
Mobilise your
       community

Building brand awareness   2013
Mobile, a growth channel that your
users choose and enjoy using,
don’t disappoint



Building brand awareness   2013
Do you know environment?                  Smart TV
  Various platforms: traditional
  web browsers solutions to the
  many mobile platforms




    iOS
                           Android




                                      Windows
Blackberry


    Building brand awareness   2013
Take the time to understand
your user’s behaviour and
context


Building brand awareness   2013
Building brand awareness   2013
Don’t just follow the web
1



Move from a 4 to 6 step process




                               Provide a quick quote?




    Building brand awareness   2013
Building brand awareness   2013
Mobile users:

   Short bursts of activity typically
   Time restricted often
   Goal driven
   Loves using their phone
   Will tell others of a good experience
   Needs a simple uncomplicated experience




 Building brand awareness   2013
Take the opportunity
to innovate in design
and function


Building brand awareness   2013
Mobi

Responsive

Framework

  Native
Building brand awareness   2013
Building brand awareness   2013
Mobi: Easier to implement




Building brand awareness   2013
Responsive: Whole site approach




Building brand awareness   2013
Mobile Frameworks: Develop once




Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Content leads approach
Mobile from the ground-up            Making mobile from pre-existing
 Custom approaches                   Desktop applied to mobile
 Considered context                  Stress / break points
 Specific content                    Reworked content
A mobile first content approach      An adaptation approach




 Building brand awareness     2013
Strategic change typically needed?

          Today:                                                                              Tomorrow:
       Silo projects                                                                     Multi device projects
                                                                                             Multi Device Initiation
                                      Desktop Process
              Android App
 iPhone App




                                                                    ??? Process
                                                        Campaigns
                            Web App




                                                                                                                        New Teams?
                                                                                           Customer Journey & Design
                                                                                                                        New
                                                                                                                        Owners?
                                                                                           Multi Platform Development




Building brand awareness                                                          2013
Mobile: a growth channel
 Don’t disappoint (egGlenmorangie)
 Don’t be afraid to innovate
 Don’t delay in providing a solution
 (think-apply-review-refine)


Building brand awareness   2013
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site

8. Addressing a wider market
9. Considering the future
Discussion


Building brand awareness   2013
What is your international
opportunity?




Building brand awareness   2013
Key considerations
   Optimise for the target market
   Increase visibility across channels
   Acknowledge existence of the market
   Engage with local distributors
   Create micro sites as appropriate
   Establish local language advocates
   Work to build brand awareness
   Aim to gain brand loyalty
   Don’t cut corners
   Plan and agree strategy
1. Grabbing attention in a widening market
2. Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Driving people to you
6. Responding to the challenge
7. Mobilise your site
8. Addressing a wider market

9. Considering the future
Discussion


Building brand awareness   2013
Building brand awareness   2013
The technology hype curve




Building brand awareness   2013
Back in 2010

Building brand awareness   2013
Corning’s Vision: A day made of Glass




Building brand awareness   2013
Blippar™ is the first image-
                     recognition phone app aimed at bringing to
                     life real-world newspapers, magazines,
                     products and posters with exciting
                     augmented reality experiences and
                     instantaneous content.




Building brand awareness   2013
AR in practice
Mobile payments
Mobile advancement (NFC)
QR everywhere
Socially integrated TV
Gamification
The Facebook phone
Social as a protocol




 Building brand awareness   2013
Think big

Start small
                                  Act quickly

Building brand awareness   2013
Who are
             Precedent?

Building brand awareness   2013
About us
A communications consultancy
specialising in delivering
creative solutions for a digital
world.


 – 80 experts
 – 5 sectors
 – 5 locations
 – 21 years




A UK Top 10 digital design agency
Building brand awareness   2013
Building brand awareness   2013
Building brand awareness   2013
Find our Precedent group   and follow us at
on LinkedIn for a chance   @precedentcomms for
to find out more about     Precedent news, seminar info
our                        and general observations
seminars, network, share   #PrecSem
ideas and quiz the
Precedent team on
seminar issues and more!
We believe in…




 Question and
 discussion
Building brand awareness   2013

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Building brand awareness London 24 Jan

  • 1. Building brand awareness in the digital world 29 January, 2013 John Campbell Rob van Tol Director Senior Consultant @PrecedentComms #PrecSem
  • 2. 1.Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 3. How are you presenting your brand?
  • 4.
  • 5. Customer engagement through use of digital Viewed of as: channels to meet The novice customers needs. The enthusiast The devotee We considered their web space, social and mobile presence Building brand awareness 2013
  • 6. 1.Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 7. 3000 Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a day Building brand awareness 2013
  • 8. 1,000,000,000 active Facebook users in the world Building brand awareness 2013
  • 10. Herbert Alexander Simon, an American psychologist summed this problem up in a simple quote: A wealth of information creates a poverty of attention Building brand awareness 2013
  • 11. So attention is what all brands are now fighting for. Gaining attention is the first step to having a conversation with consumers. Building brand awareness 2013
  • 12. This may sound obvious but today's problem is getting consumers to consume advertising Traditional advertisers’ model suggested consumers went through a linear process: AIDA Attention | Interest | Desire | Action In today's world Attention is the major and key factor in the process of converting non-consumers to brands Building brand awareness 2013
  • 13. How to gain attention Firstly understand the triggers Building brand awareness 2013
  • 14.
  • 17.
  • 18. As long as the consumer sees relevant content, he/she is going to stick around or return again – this creates opportunities to have a selling conversation.
  • 22. Uniqueness In today’s culture, the things that stand out do so because they are extremely unique. You can’t just be slightly different, you need to do something a little more extraordinary to really catch people’s attention. Building brand awareness 2013
  • 23.
  • 24. Uniqueness The only way to be unique is to be yourself and let a part of you and your personality be reflected in your product. Don’t try to be all things to all people, stand for something. Building brand awareness 2013
  • 25. 1.Grabbing attention in a widening market 2.Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 27. Traveller touchpoints Dream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go with Inspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Building brand awareness 2013
  • 28. Traveller touchpoints mapped company response Dream Book Count Journey Arrive Experience Leave Remember Down Hit the Ground Go with Inspire Simple Excite First Aid Journal Laters Running the Breeze Connect Explore Problem Book Activities (Re)Book Solve Focus & (Co)Plan Cross Sell Orientate Engage Au Revoir Member Reunion Magnify Inspiration Organise Looking After Retain Building brand awareness 2013
  • 29. low identified fan highly identified fan medium identified fan Building brand awareness 2013
  • 30. User research methods Building brand awareness 2013
  • 31. User research methods Permanent Stakeholder Phone Staff Face-to-face (Staff) Interview Survey Interview Workshop Crowdsourced Idea Storming Crowdsourced Pain Storming Remote Personal Experimental Sandpit (International) Traveller Insight Persona Development Questionnaire Diary Study Buzz Monitoring Transient Stakeholder (Travellers) Building brand awareness 2013
  • 32. User research outputs: Personas Knowledge “My needs change Experience with time. I want someone that is Service proactive, that I can trust and that isn’t Technology going to rip me off” Influencers Networks Opinion Research Ash, 40, small business owner Commercial client Events Peers Goals Behaviours must must not Find relevant services All his energy goes Be upfront with costs Be overly complex Have a real person’ into his business Meet deadlines Be slow to respond Building brand awareness 2013
  • 33. User research output: Channel Roadmap Building brand awareness 2013
  • 34. 1.Grabbing attention in a widening market 2.Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion
  • 35.
  • 36. Some findings 1. Web sites are seen in isolation 2. Brands are: not differentiating not balancing the educational and emotional needs not giving clear calls to action 3. Are being stereotypical Building brand awareness 2013
  • 37. Simple and quirky Building brand awareness 2013
  • 39. 1.Grabbing attention in a widening market 2.Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion
  • 40. We need to sell more …. Building brand awareness 2013
  • 41. I need a …. Building brand awareness 2013
  • 42. As a new parent, I want to save money, so that I can have enough put aside for when my son goes to university. Building brand awareness 2013
  • 43. Outcomes for your website Attract new customers Retain existing customers Build trust Increase reach Sell something Building brand awareness 2013
  • 45. It is impossible to engage someone if you don’t know what’s motivating them Building brand awareness 2013
  • 46. Making an emotional connection Framing Feedback loops Goal setting / Achievements Story Familiarity Bias Building brand awareness 2013
  • 47. “Less than a cup of coffee a day” Building brand awareness 2013
  • 49. We are engaged by situations in which we see our actions modify subsequent results Building brand awareness 2013
  • 51. We are engaged by experiences that can bring meaningful achievements Building brand awareness 2013
  • 54. Narrative elements are more believable Building brand awareness 2013
  • 55. “Storytelling is the best way to emotionally connect to people. We all have stories in common so instead of listing facts and figures on your website, tell the story behind them.” Robert Mills Building brand awareness 2013
  • 58. We prefer things that are familiar to us Building brand awareness 2013
  • 59. “Showing personality in your app, website, or brand can be a very powerful way for your audience to identify and empathize with you. People want to connect with real people and too often we forget that businesses are just collections of people. So why not let that shine through?” Aarron Walter Building brand awareness 2013
  • 60. So why not let that shine through? Highly regulated? Forces | Emergency Services | NHS | Financial Services | Education | Law Brand is expected to be dehumanised? Government (Local and Central) | Law | Financial Services Introvert organisation? Science & Engineering | Government (Local and Central) | Financial Services Keep private & work identities separate? Government (Local and Central) | Financial Services Building brand awareness 2013
  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.
  • 77.
  • 78.
  • 79.
  • 80.
  • 81. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 83. Integrated campaigns Twitter | AR | Video | TV | Bus shelters Building brand awareness 2013
  • 84. Social Media connections Building brand awareness 2013
  • 85. Social Media organised connections Building brand awareness 2013
  • 86. Social Business? Ref DAVID ARMANO Building brand awareness 2013
  • 87. Social and the enterprise Social media is no longer simply about the conversation. Social Business is about making all material in the company shareable and findable. Empower your employees and clients will share, comment and engage. Changes in people, process and platform needed Building brand awareness 2013
  • 88.  Be Personal (Use your own voice)  Know your audience  Focused (what’s really important)  Interesting, useful & timely  Quick to read (400 – 1,000 words)  Enable a community (question, listen & interact) Building brand awareness 2013
  • 90. Social media control centre Building brand awareness 2013
  • 91. Digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point Building brand awareness 2013
  • 92. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 93. Tactic 1: SEO Building brand awareness 2013
  • 98. Tactic 1: SEO B2B and B2G Oil Exploration FTSE 100 Company Building brand awareness 2013
  • 99.
  • 100. Case Study: Cairn versus Greenpeace Target response only to Cairns’ audience 1. Integrate social media with their normal public relations activities 2. Put in place three tiers of response:  Listening (know what is being said)  Proactive (get your own message out)  Reactive (rebut falsehoods) 3. Expand media relations to include Cairn/ industry advocates Building brand awareness 2013
  • 101. campaigns are the way to market digitally because without targeting you’re just paying to spam Building brand awareness 2013
  • 102. campaigns are the way to market digitally because with targeting you’ll be able to track your success Building brand awareness 2013
  • 104. To help 11-18 year olds be better informed about drinking, smoking and drug taking Building brand awareness 2013
  • 108.
  • 109. Some findings 1. Need to add personality to posts 2. Integrate channels 3. Analyse reach and not just numbers
  • 110. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Are you getting a return 9. Considering the future Discussion Building brand awareness 2013
  • 111. Mobilise your community Building brand awareness 2013
  • 112. Mobile, a growth channel that your users choose and enjoy using, don’t disappoint Building brand awareness 2013
  • 113. Do you know environment? Smart TV Various platforms: traditional web browsers solutions to the many mobile platforms iOS Android Windows Blackberry Building brand awareness 2013
  • 114. Take the time to understand your user’s behaviour and context Building brand awareness 2013
  • 116. Don’t just follow the web 1 Move from a 4 to 6 step process Provide a quick quote? Building brand awareness 2013
  • 118. Mobile users:  Short bursts of activity typically  Time restricted often  Goal driven  Loves using their phone  Will tell others of a good experience  Needs a simple uncomplicated experience Building brand awareness 2013
  • 119. Take the opportunity to innovate in design and function Building brand awareness 2013
  • 121.
  • 124. Mobi: Easier to implement Building brand awareness 2013
  • 125. Responsive: Whole site approach Building brand awareness 2013
  • 126. Mobile Frameworks: Develop once Building brand awareness 2013
  • 127.
  • 128.
  • 131. Content leads approach Mobile from the ground-up Making mobile from pre-existing  Custom approaches  Desktop applied to mobile  Considered context  Stress / break points  Specific content  Reworked content A mobile first content approach An adaptation approach Building brand awareness 2013
  • 132. Strategic change typically needed? Today: Tomorrow: Silo projects Multi device projects Multi Device Initiation Desktop Process Android App iPhone App ??? Process Campaigns Web App New Teams? Customer Journey & Design New Owners? Multi Platform Development Building brand awareness 2013
  • 133. Mobile: a growth channel Don’t disappoint (egGlenmorangie) Don’t be afraid to innovate Don’t delay in providing a solution (think-apply-review-refine) Building brand awareness 2013
  • 134. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 135. What is your international opportunity? Building brand awareness 2013
  • 136.
  • 137.
  • 138.
  • 139. Key considerations  Optimise for the target market  Increase visibility across channels  Acknowledge existence of the market  Engage with local distributors  Create micro sites as appropriate  Establish local language advocates  Work to build brand awareness  Aim to gain brand loyalty  Don’t cut corners  Plan and agree strategy
  • 140. 1. Grabbing attention in a widening market 2. Assessing your market 3. Distilleries engaging globally 4. Maximising your mark 5. Driving people to you 6. Responding to the challenge 7. Mobilise your site 8. Addressing a wider market 9. Considering the future Discussion Building brand awareness 2013
  • 142. The technology hype curve Building brand awareness 2013
  • 143. Back in 2010 Building brand awareness 2013
  • 144.
  • 145.
  • 146.
  • 147. Corning’s Vision: A day made of Glass Building brand awareness 2013
  • 148. Blippar™ is the first image- recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content. Building brand awareness 2013
  • 149. AR in practice Mobile payments Mobile advancement (NFC) QR everywhere Socially integrated TV Gamification The Facebook phone Social as a protocol Building brand awareness 2013
  • 150. Think big Start small Act quickly Building brand awareness 2013
  • 151. Who are Precedent? Building brand awareness 2013
  • 152. About us A communications consultancy specialising in delivering creative solutions for a digital world. – 80 experts – 5 sectors – 5 locations – 21 years A UK Top 10 digital design agency
  • 156. Find our Precedent group and follow us at on LinkedIn for a chance @precedentcomms for to find out more about Precedent news, seminar info our and general observations seminars, network, share #PrecSem ideas and quiz the Precedent team on seminar issues and more!
  • 157. We believe in… Question and discussion

Editor's Notes

  1. Here’s a typical banker. He needs more cash to bolster his balance sheet.His outcome is a very simple one…
  2. A visitor to our banker’s website might be thinking this…It’s a completely rational requirement – perhaps she’s already done the research she needs, and she now wants to get it sorted out.If this is your user’s need, fantastic. You’ve got yourself a sale.
  3. But the reality is often more emotional…Our user isn’t thinking specifically of a savings account – he’s thinking about what he’s saving for, and why.His motivation is more emotional than rational (at this stage)
  4. You could be selling an idea, an experience or a product
  5. There are hundreds of different psychological techniques, but we’re going to take a look at just a few.Framing is the context within which you make a statement, and how this can affect the way it’s processed.Feedback loops are simply responding to the way humans like cause and effectWe all like being rewarded, however insignificant the reward may beStory is the most powerful way to grab someone’s attention, help them to comprehend, and allow them to recall.Familiarity bias is simply that we like things we’re familiar with – people and faces topping the list of these.
  6. The way in which things are stated can alter our judgment and affect our decisionsYou’ll all be familiar with charities that frame a monthly donation as less than the price of a cup of coffee per dayFraming is about using context to make something easier to process and comprehend
  7. Here’s how HSBS are framing their consumer products – not by their features, but by framing it around the user’s possible motivation
  8. Wonga makes it incredibly easy to see the repayment amount by providing sliders for loan amount and repayment time.
  9. We all like to be rewarded for something.Added to this is our desire to not only collect things, but complete sets of thingsGamification is being talked about as one of the next big things online
  10. Gamification – make the experience fun for the user and appeal to their sense of play, competitiveness and achievement
  11. ...and adjusting your behaviour to afford the little extras
  12. Human beings have been telling each other stories for as long as there has been language.There is no more compelling way of capturing and holding attention, and enabling comprehension and recall.
  13. Capture and hold attention / Aid comprehension / Imply causation / Stories are more easily rememberedBut stories don’t have to involve the written word. Here are some examples of visual storytelling…
  14. Charting – data visualisation is all the rage at the moment – by putting data into a visual story, it’s easier to understand
  15. Here’s a very simple story told in a cartoon format – this is framing the benefits of a piece of software
  16. This is about as primitive as it gets – we prefer things that are familiar – probably because it makes us comfortable.There is nothing we’re more familiar with than people, especially people’s faces.
  17. This is a great point from the writer of Designing for Emotion.Our research pointed out that your customers want to deal with people – they want to see the whites of your eyes
  18. Some reasons why organisations might not feel they can let their personality shine through.
  19. This eye tracking chart shows how people fixate on the face…
  20. Virgin money are taking a different approach to their website by showing a number of things we’re familiar with.A range of agesCountry and city
  21. Using a non-threatening picture of the CEO as she explains the benefits of something importantThe text is more believable, and we’re more likely to feel trust
  22. Really sums up the change in mindset
  23. We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  24. We’re a digital design agency with brand at it’s coreSpecialise in the Education sectorOffices in UK and AustraliaA significant proportion of our work is research in our base countries but also throughout AsiaSome paid for some just for fun!
  25. ....But which to use for what?
  26. http://www.youtube.com/watch?v=InrOvEE2v38&feature=player_embedded
  27. The custom fit is key. And by individual problems we mean not just the marketing challenges but also the challenges caused by your company’s culture.
  28. ASOS – king of facebook brands
  29. Army of actively engaged fans
  30. They don’t just post content from the shop…
  31. They reward veryactive facebook fans by letting them audition to become fashion bloggers who then create enhanced content about the products…
  32. That receive comments powered by facebook! (it’s a circular path for users – never a deadend)
  33. What to do when social media hates you? Cairn an Energy company – Europe’s largest independent oil and gas exploration and development companies BUT NOT PUBLIC FACING. First to drill in a particular area of the ocean that GREENPEACE took offence to…
  34. Integrates social media with other public relations | you need to speak with one voice across all channels to all your audiences.Put in place three tiers of response | listening (continually monitor how Cairn is being portrayed and how certain industry key phrases are covered)proactive (e.g., put out stories during events like the Vedanta deal, board reorganisations, and company results) reactive (e.g., defending during Greenpeace campaigns to disrupt drilling campaigns)Create a social media voice who is a real person | social media timescales and etiquette are different, and corporate press releases will have no impact.Create an agreed set of social media tactics | it’s important to know what you can and can’t talk about, and how you will respond beforehand. Regularly review your social media effort | it’s a fast growth, fast moving space which is likely to be different in 24 months from now. Expand media relations to include social media practitioners (eg, quality oil and gas blogs) who can become Cairn advocates and review media relations (press) for social media dimension | it is far better for others to speak authoritatively for you than for you to speak for yourself. They have independence, prestige, a transparent agenda, and an audience that you do not have. It is easy to get a little captivated by the newness and difference of social media, and it is new and different. However, for Cairn, the job remains the same: to shape how people outside the company talk about Cairn, and protect the company from damaging stories. The job is the same, the arena is new.
  35. Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  36. TescoBank UI flow
  37. Tactics like SEO: optimising your online presence so that users you want to target come to you – via search and other websites.
  38. Your 4 options: mobi, responsive, framework, native
  39. Mobile browser basedStandard mobiWeb app mobiUsually have their own IACost effectiveLightweightWide reachJump to JC machine
  40. CLCHIlly coffee
  41. One website, that flows across multiple devicesBrowser basedSame content delivered to all users
  42. Examples of some framework providers
  43. Link to these and to BLAZE
  44. Take them to school demo…
  45. There are two approachesEither is fine2. Is probably the most comfortable fit given you already have Corporate website; Microsite ; Campaign site is fine
  46. What’s changed… chat through the key events in the past year----- Meeting Notes (24/05/2012 08:07) -----Pick a trend … Siri & free messaging 9challenge to BBerry
  47. PURPLE – INTEGRATIONBlue – consumption
  48. http://www.youtube.com/watch?feature=player_embedded&v=X-GXO_urMow
  49. MSh
  50. MSh
  51. MSh
  52. In terms of 1 Recruitment and brand reputation2 throughout the student experience3 As a revenue stream