How should brands act online? A presentation for Leo Burnett
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This document discusses how brands should operate online in the digital age. It recommends that brands exist as a single, unified entity across online and offline channels. Successful online strategies make use of second screens, create content that is snackable, native, mobile and respectful, and use social media to establish a personality without being intrusive. Overall, the document argues that brands must adapt to the digital landscape by integrating online and offline campaigns and producing engaging content.
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How should brands act online? A presentation for Leo Burnett
- 3. THERE IS NO ONLINE/OFFLINE - The 21st century is a digital century. - Online is a rapidly expanding market – spend in this sector has risen by over 16% in the first half of 20131. - Brands should not consider themselves as online/offline – they should exist as one entity. 1 Source: Advertising Association/Warc as in Campaign Magazine
- 4. SECOND SCREEN Bridging the online/offline paradigm
- 6. THE POWER OF TWITTER - Since being founded in 2006, twitter now has over 550 million registered users. - #blankscreenupdate - Offers online, real-time reports of the world.
- 7. CONTENT “ IF THE INTERNET WAS A PRETTY FACE, ADVERTISING WOULD BE ITS WART. ” DAVE LEE, TECHNOLOGY REPORTER BBC NEWS, 5 TH DECEMBER 2013.
- 8. ONLINE CONTENT Online content needs to be… I. Relevant II. Snackable III. Native IV. Mobile V. Respectful
- 9. SNACKABLE CONTENT EXAMPLE Oreo Cookies: Superbowl XLVII
- 11. SOCIAL MEDIA
- 12. SOCIAL MEDIA - @TescoMobile – 50,000+ followers. - When published on Buzzfeed, this article alone was shared on facebook 32K times, liked 130k times and tweeted about 16k times.
- 14. SOCIAL MEDIA - Should all brands be present on social media – is it appropriate? - #AskBG
- 15. CONCLUSION
- 16. CONCLUSION 1. For brands to succeed they must not exist as ‘online/offline,’ instead they should stand as one entity. 2. In this digital age of prosperity brands should take advantage of the second screen and campaigns must be integrated with digital/online. 3. Content that is produced for online viewership must be engaging, snackable, native, respectful and mobile. 4. When using social media, brands must establish and maintain a personality whilst not intruding on others experience.
Editor's Notes
- The 21st century thus far has proved a period of digital prosperity: from the increasing number of devices that are able to access the internet, to the Oxford dictionary announcing “selfie” as their word of the year, now more than ever brands need to be emerging themselves digitally/online. Traditional spends within the advertising industry (including cinema, DM & radio) are in a state of decline, whereas online an internet spending is seeing substantial increases, reflecting 21st century social trends. The main point that I will address today is that,brands should NOT consider themselves as online/offline they should stand as one entity. In order to succeed in this digital age, a brands message and personality must be transparent through all media. They should not behave differently online, quite the contrary they should behave in the exact same manner online as they do offline, integrating fully. By removing this online/offline paradigm brands will have the potential to exploit social trends and thus gain mass audience appeal.By considering themselves so segmented, brands are drastically limiting their potential. In society it is not possible to be online/offline. From the minute we leave our homes we are connected and may be influenced by online branding: whether this is through our mobile phones or digital banner adverts at bus/rail stations. We spend a huge proportion of our lives looking at screens, so in consideration of this, they must all be integrated with each other and other communication platforms.
- As mobile phones have become more powerful and with the launch of the tablet market, people don’t just watch television in a traditional way. They are constantly engaging with the programming, whether tweeting about another dismal England performance or Gary Barlows new haircut, in the 21st century, the second screen is integral to a brands behavior. Brands need to start exploring new ways in which they can take advantage of the second screen. First they must engage the consumer with reactive content, generating a viable interest and then they must provide an easy and quick means of translating this interest into a branding opportunity.For example: by creating an interesting TV ad, that provides a simple way to find out more information/engage with the brand e.g. a twitter hashtag, a brand is able to take advantage of the second screen.By taking advantage of second screen, brands are able to bridge the online/offline paradigm and it also enables tracking that may determine the success of an advert. It is necessary to take advantage of second screen as it can help to reinforce a brands message. If a user sees an interesting ad that invites them to scan a QR code, tweet with a hashtag or even shazam the ad, it allows a quick and simple way for the consumer to engage. Campaigns in any form should be utilizing second screen e.g.Radio advert (shazam it and link to website)TV/print – QR codes, hashtagsetcOOH – Hashtags, shares on social media etc.
- When it was first launched in March, during the 17 day period the hashtag was featured in 190,000 tweets, with a grand total of over 100 million impressions. This demonstrates the power uniting traditional advertising with online, via the second screen.
- Since the conception of twitter in 2006 it has offered an incredibly powerful tool of communication. With over 550 million registered users and a net worth of ??? It has proved a revolutionary brand/app/technology in the 21st century. The most recent example of the power of twitter was just this Sunday (1st December) when ITV suffered blackouts in some regions of the UK, they turned to announcing results of the X-factor over the social network site, using the hashtag #blankscreenupdate. This demonstrates how trusted and valued the social networking site is by such big corporations. Twitter is able to accurately represent and convey the thoughts of society and is now being used as a tool to judge creative work by analysinghashtags and mentions (whether they are positive, neutral or negative) as it offers online, real-time reports of the real world. It also is able to show massive correlations with TV that can be tracked using hashtags provided on other platforms e.g. in print or seen on other online platforms. Essentially, it has created a new communication platform in which not only is it possible to track creative work, but also allows real-time interaction and feedback with consumers.. Twitter offers brands direct feedback and communication with their consumers as never offered before. In real-time they are able to gain insight and then act on this. However, the big bird has the power to make or break brands depending on their online conduction. Brands that act with a personality are more engaging. The more engaging tweets then gain retweets, creating more impressions and ultimately attributing to the success of a brand. I will address examples of good and bad branded twitters later on.
- In the modern world society is generally busy. People don’t have time to read lots of copy that does not instantly engage them, or watch long, cinematic, irrelevant adverts. Naturally all content that is produced needs to be engaging. To me, this is the feature that epitomises good creative work. If I see an advert and find it gripping, one that stimulates me, I am 100 times more likely to follow it up, or tell some one about it opposed to an advert that just tells me how much cheaper one brands is than the other. When creating online content, these are a few guidelines that I think should be kept in mind.
- In the modern world society is generally busy. People don’t have time to read lots of copy that does not instantly engage them, or watch long, cinematic, irrelevant adverts. Naturally all content that is produced needs to be engaging. To me, this is the feature that epitomises good creative work. If I see an advert and find it gripping, one that stimulates me, I am 100 times more likely to follow it up, or tell some one about it opposed to an advert that just tells me how much cheaper one brands is than the other. When creating online content, these are a few guidelines that I think should be kept in mind.Relevant: People don’t have time, or an interest for adverts, that is a given. BUT if a piece of communication is relevant to some one, then it is instantly more engaging. Obviously it is hard to create content that will appeal and be relevant to everyone, but if you’re able to harness events in the modern world, you instantly engage so many more users. For example, like Oreo did with the Superbowl this year that I am about to show you.Snackable: Living in a society that is so media-saturated, content needs to work harder and faster to grab our attention, it needs to be snackable. By snackable content I mean something that only takes a few seconds for some one to see, or read, or watch. For example a funny facebook status, a picture on instagram, or a 6 second video on vine. Snackable content is instantly able to convey its goal to its audience, and I believe it is the way forward when creating online content. Native: Native content is that which is created in the context of the users experience – it is by harnessing and utilising the channels that are provided. For example, this could be by using twitter to post humurous 140 character status’ instead of just pasting a website link, or by using facebook as a page, posting regular updates and personifying a brand. On large social networking sites, the production of native content is incredibly useful, as many users simply ignore sponsored posts and those which are clearly adverts. This leads me onto…Mobile: Mobile is an incredibly powerful platform. Online content needs to be synthesised and created for the mobile platform, whether this is making websites adaptable to other screens or by developing useful/engaging apps – online content should definitely be online Respectful: When acting online brands must be respectful. Brands must respect that people do not want advertising on social networking sites when they are trying to converse with friends. I believe that brands should exist on these platforms, but they should only be allowed to interact with consumers if they are invited in – for example, by liking a brands facebook or following a brands twitter account.
- I think this is a brilliant example of literally snackable content. During the Superbowl this year there was a partial power outage, in which all stadium lights temporarily turned off. Shortly after, Oreo posted this on their twitter page. It was an instant, success receiving over 15K retweets and 20k likes on facebook.So why was it so good? Well due to multiple factors:Second screen – people were not only watching the superbowl, they were talking about it on social media during the game there were roughly 24 million superbowl related tweets, peaking at 231,500 tweets per minute during the blackout.It was topical – The superbowl is a big deal in the states with a wide viewership. Oreo addressed this some what serious incident comically and quickly. As the content was so easy to share (by means of a retweet) it was.IS THIS CONTENT NATIVE? IT WAS POSTED AS A TWEET SO SURELY IT IS?!
- To me, Geico’s ‘hump day’ is a brilliant example of snackable content. It is a funny, brief advert that is relevant to the masses – those who look forward to the weekend. It has been shared over 1.6 million times and also appears to be shared every Wednesday and has trended on most of these since its release with that hastag #humpday. http://www.unrulymedia.com/article/25-07-2013/geicos-hump-day-ad-has-trended-every-wednesday-launch/1374745779
- In the last 10 years, the ability to interact with others online has grown exponentially. From Myspace and Bebo, to Facebook & twitter, each day millions of people world wide are interacting with each other online. These provide huge market places for brands to try and tempt in new fans and also retain and reinforce themselves to current fans. Like I have said previously, I do believe that brands have the right to be there, however only if the consumer wants them to be there. As it is such a personal space I believe that they should not be allowed to just invade ones space with consent.
- Tesco Mobile are an example of a brand who are using twitter extremely well. The page offers an engaging series of tweets that look to promote the brand through the social media site. Tesco mobile are one brand that act with a personality. This is incredibly important when interacting on social media sites, a brand needs to carry their personality online otherwise they just appear plain. Tesco mobile consistently offer a cheeky/lovable rascal role, providing witty banter not only to people who disvalue them as a brand but also to other major brands. The following example was blogged about on the notorious procrastination website Buzzfeed and from here was shared on facebook 32k times, liked 130k times and tweeted about 16k times. You can see why it receives so much success and support…
- It is imperative that when a brand is communicating with its audience on social media that the brand itself has a consistent personality. Tesco mobile is one of my favourite examples of a strong brand personality on twitter and has shown time and time again a good sense of humor that has subsequently resulted in milions of shares.
- So Tesco were an example of a brand using twitter well, not for one not using twitter well…British Gas recently launched the disastorous PR stunt of the hashtag #AskBG in response to them increasing the average monthly bill by £120.00. It rapidly became the 1st trending topic on UK twitter and BG appeared a laughing stop, with the public appearing infuriated at the hike in prices. All in all a ridiculous stunt that not only massively hindered the brand, but also helped to manifest hate and spread the news of their greed.Social media can be an incredibly useful platform if utilized correctly. However, it is examples like British Gas, that demonstrate that even though a tweet may only consist of 140 characters – each piece of content still requires as much consideration as any other piece of communication. Just because the technology is there, brands do not HAVE to use it for the sake of it.
- And finally, as shown at the beginning of the presentation, here is a QR code that you may scan in order to download these slides from my presentation via my linkedin/slideshare.