This document summarizes a presentation on multi-platform marketing strategies. It discusses how consumer behavior has shifted to consuming content across multiple devices and platforms. This creates challenges for brands to develop consistent experiences across channels. The presentation outlines strategies for crafting stories and experiences that span platforms in a coordinated way to drive engagement. It provides case studies of campaigns that successfully brought branded stories to life across social media, websites, mobile apps and other channels. The key takeaways emphasize the importance of experimentation, listening to audiences, and measuring success in new ways to develop effective multi-platform strategies.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
Shifts in expectations, experiences & anxietiesPushkar Sane
Digital technology has played a huge role in shaping media, empowering people to reshape content, and disrupting well-established marketing models to give marketers an opportunity to create new approaches.
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
Shifts in expectations, experiences & anxietiesPushkar Sane
Digital technology has played a huge role in shaping media, empowering people to reshape content, and disrupting well-established marketing models to give marketers an opportunity to create new approaches.
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Psychology Of Vine: How To Create Videos That Drive EngagementJon Fahrner
The psychology of Vine is a look at how Vine, Twitter's latest social video mobile is used. While only six seconds, using Vine for social media engagement is based on several psychological principles of mobile user behavior. By correctly addressing them, marketer can successfully use Vine videos for consumer engagement and marketing. Best practices and case studies included.
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
MTM - 2021 Seminar - Bright Side of Technology - Feb 2021SamuelWarner9
With lockdown shaping much of our experience in 2020 - and having a continued impact into 2021, the role of digital tools and platforms has never been more prominent. As a result, our relationship with technology - how we use it, and how we feel about it (or perhaps more importantly, how it makes us feel) is undergoing a transformation. The same digital platforms and devices we have told ourselves to detox from have become the only means of keeping in touch with others, providing us with endless entertainment and offering us community.
As we kick into 2021, we ask how brands can adapt to these changes, reaching out to displaced, remote consumers and meeting their expectation of a more positive role of tech.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
Do You Have A Multiscreen Marketing Strategy? Cox Media
Are you looking for ways to drive new leads to your Louisiana-based business? Do you need a marketing strategy for capturing the attention of consumers online, across multiple screens? This presentation is a great starting point. It gives an overview of trends on how consumers are using media daily to shop and socialize -- and how they are making decisions about what services and products to buy.
Queuing and The Age of Context: Release 1 The Digital Consumer CollaborativeDave Norton
Companies are trying to understand the digital consumer but they often get the basics wrong. Digital consumers are not a segment. They aren't 'early adopters.' Almost every consumer today is a digital consumer. A digital consumer wants to do more with his or her digital tools and will share data to get the job done. Sensors, data, location, social media, and mobile are five forces that create digital context.
This deck was presented in February 2014 to 100 companies who are following the general insights gathered from the Digital Consumer Collaborative via web seminar.
Release 1 covers
- What is the Digital Consumer Collaborative
- How to define the digital consumer
- Three key attributes of consumer behavior: queuing, topics, and tasks.
- The five forces that create digital context
- Sensors, data, location, social media, and mobile
- Scoble & Israel’s, The Age of Context
- Redefining what context means
- Digital ethnography and other steps that companies can take to understand the consumer.
An audio presentation can be found on Stone Mantel’s website, YouTube, and SlideShare.
Digital Influence is one of the hottest trends in social media, yet is largely misunderstood. "The Rise of Digital Influence," the new report by Altimeter Group Principal Analyst Brian Solis, is a 'how-to' guide for businesses to spark desirable effects and outcomes through social media influence. The report helps companies understand how influence spreads, and includes case studies in which brands partnered with vendors to recruit connected consumers for digital influence campaigns. Brian evaluates the offerings of 14 Influence vendors, organizing them by Reach, Resonance, and Relevance: the Three Pillars that make up the foundation for Digital Influence as defined in the report. Also included are an Influence Framework and an Influence Action Plan to help brands identify connected consumers and to define and measure strategic digital influence initiatives.
How men & women consume digital differentlyDave Norton
A review of secondary research on the digital consumer and a description of the Digital Consumer Collaborative. Includes a top line report on how men and women consume digital differently. Provided for market research and strategy leaders focused on digital consumption.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Psychology Of Vine: How To Create Videos That Drive EngagementJon Fahrner
The psychology of Vine is a look at how Vine, Twitter's latest social video mobile is used. While only six seconds, using Vine for social media engagement is based on several psychological principles of mobile user behavior. By correctly addressing them, marketer can successfully use Vine videos for consumer engagement and marketing. Best practices and case studies included.
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
MTM - 2021 Seminar - Bright Side of Technology - Feb 2021SamuelWarner9
With lockdown shaping much of our experience in 2020 - and having a continued impact into 2021, the role of digital tools and platforms has never been more prominent. As a result, our relationship with technology - how we use it, and how we feel about it (or perhaps more importantly, how it makes us feel) is undergoing a transformation. The same digital platforms and devices we have told ourselves to detox from have become the only means of keeping in touch with others, providing us with endless entertainment and offering us community.
As we kick into 2021, we ask how brands can adapt to these changes, reaching out to displaced, remote consumers and meeting their expectation of a more positive role of tech.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
Do You Have A Multiscreen Marketing Strategy? Cox Media
Are you looking for ways to drive new leads to your Louisiana-based business? Do you need a marketing strategy for capturing the attention of consumers online, across multiple screens? This presentation is a great starting point. It gives an overview of trends on how consumers are using media daily to shop and socialize -- and how they are making decisions about what services and products to buy.
Queuing and The Age of Context: Release 1 The Digital Consumer CollaborativeDave Norton
Companies are trying to understand the digital consumer but they often get the basics wrong. Digital consumers are not a segment. They aren't 'early adopters.' Almost every consumer today is a digital consumer. A digital consumer wants to do more with his or her digital tools and will share data to get the job done. Sensors, data, location, social media, and mobile are five forces that create digital context.
This deck was presented in February 2014 to 100 companies who are following the general insights gathered from the Digital Consumer Collaborative via web seminar.
Release 1 covers
- What is the Digital Consumer Collaborative
- How to define the digital consumer
- Three key attributes of consumer behavior: queuing, topics, and tasks.
- The five forces that create digital context
- Sensors, data, location, social media, and mobile
- Scoble & Israel’s, The Age of Context
- Redefining what context means
- Digital ethnography and other steps that companies can take to understand the consumer.
An audio presentation can be found on Stone Mantel’s website, YouTube, and SlideShare.
Digital Influence is one of the hottest trends in social media, yet is largely misunderstood. "The Rise of Digital Influence," the new report by Altimeter Group Principal Analyst Brian Solis, is a 'how-to' guide for businesses to spark desirable effects and outcomes through social media influence. The report helps companies understand how influence spreads, and includes case studies in which brands partnered with vendors to recruit connected consumers for digital influence campaigns. Brian evaluates the offerings of 14 Influence vendors, organizing them by Reach, Resonance, and Relevance: the Three Pillars that make up the foundation for Digital Influence as defined in the report. Also included are an Influence Framework and an Influence Action Plan to help brands identify connected consumers and to define and measure strategic digital influence initiatives.
How men & women consume digital differentlyDave Norton
A review of secondary research on the digital consumer and a description of the Digital Consumer Collaborative. Includes a top line report on how men and women consume digital differently. Provided for market research and strategy leaders focused on digital consumption.
The role of television in the marketing of the 21st century // David Brennan SEMPL
David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century.
As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010
When we look across the swath of digital consumers in the U.S., Hispanics are now the most avid smartphone users around. In fact, according to the most recent Total Audience Report, they’re on their phones for more than 14 hours a month for app, audio, video and web purposes. And when it comes to the other things we do with our phones—including talking—the same trend seems to hold true.
For example, Nielsen Mobile Insights has found that the average Hispanic mobile user uses 658 minutes per month on their mobile plan, which is significantly more than the average of 510 minutes per month for all consumers. When broken down by Hispanic subgroups, bilingual Hispanics dominate in terms of minutes used, as they spend more than 762 minutes per month talking on their mobile devices.
Courtesy of: Nielsen
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
Focusing on the four main screens of TVs, smartphones, tablets and laptops, AdReaction 2014 provides readers with an essential guide on the momentum of multiscreen use and the implications for brands
Understanding Strategy, Copy and Design
Creative is the vehicle that delivers a product's message. Jordan Atlas, SVP & Creative Director at Edelman PR, will show us how important it is to create breakthrough work.
3. The architecture of engagement:
The pleasure and pain of multi-channel /multi-platform /
multi-screen
ciaran212
November, 28, 2012
#ThinkTrends
4. Agenda
⠋ Tectonic Shifts in the Multi-Platform World: Then & Now
⠋ Native Content Surfers Bring New Storytelling Challenges
⠋ Multi-Screen Behaviors Evolved
⠋ The Preoccupation with Participation
⠋ Social TV and the Collaborative Media Experience
⠋ Crafting Deeper, Smarter Digital Analytics – Hope/Hype/Reality
⠋ How SSLA Sources Insights to Fuel Creative, Media & Technology
⠋ From Insight to Architecture
⠋ A Blueprint for Multi-Platform Storytelling
⠋ Case Studies
⠋ Key Take Aways
5. What’s Driving The Focus on Multiplatform
Cable TV ratings over the past year have dropped sharply
⠋ The percent of people
worldwide who watch TV
at least once a month
dropped from 90% to 83%
over the past year.
⠋ The percentage of people
who watch video on a
computer once a month--
84%--is now higher than
the percentage who
watch TV.
Source: Nielsen Global Survey of Multi-
Screen Media Q3 2011
SOURCE: http://www.businessinsider.com/tv-business-
collapse-2012-6#ixzz1xgNAd9ig
6. What’s Driving The Focus on Multiplatform
Key points of this shift in user behavior for the traditional TV business?
⠋ Audiences don't know/care which network owns the rights to a show or where it
was broadcast. All that's relevant is whether it's available on Netflix, Hulu, Amazon
or iTunes. This means that one of the key traditional businesses of TV, The
Network is at risk
⠋ The majority of what we pay our cable company is wasted. We get broadband
Internet from our cable company, and we use that constantly. But we also get 500
channels that we almost never watch, along with a couple (HBO, Tennis Channel)
that we pay extra for and do watch occasionally.
⠋ We rarely watch TV ads, and when we do, we're usually doing something else at
the same time--like typing. Also, the ads seem startlingly intrusive, because we're
not used to them.
SOURCE: http://www.businessinsider.com/tv-business-collapse-2012-6#ixzz1xgNAd9ig
7. The World as We Knew It
SOURCE: Gary P Hayes Product Development Manager ABC
TV Multi Platform & Director StoryLabs.us
9. Surfing Across Screens
In today's world of seamless connectivity, we have become so
comfortable with media technology that we
shift from one platform to the next effortlessly.
10. Oops, We Forgot to Deliver the Story
The problem is that our content is not always shifting with us
11. Where’s The Connected Experience?
Consumers want all their media, all their content, all their experiences
to be consistent across the entire digital ecosystem
12. Bueller?.....Bueller?
They also want it instantly.
delay = disappointment, then brand abandonment
13. Who’s The Problem Child?
…And this issue is not just about kids, or their tech savvy millennial
parents
14. The Numbers Tell The Story
Close to 40% of While watching TV
Americans now 36% of P35-54 and
use their 44% of P55-64 use
tablets or their tablets to dive
smartphones while deeper into the TV
watching TV at program they are
least once watching.
a day, and twice as
many do it at least
once a month
Source: Nielsen, Cross Platform Report Q2 2012
16. Involve Me!
…And consumers want organic ways to participate in the story
17. So Many Platforms!
For consumers,
the flow of
engagement
tends to follow
the path of least
resistance
18. So We Fish Where the Fish Are, Right?
No surprise then that social media commands an increasing share of
agency and brand attention and budgets.
And as for SocialTV?......
20. Biggest, Record-Setting Social TV Moments of 2012
During SuperBowl XLVII, Bluefin Labs says it counted 12.2
million social media comments, surpassing the previous all-time
record high of 3 million held by the MTV VMAs. Trendrr said this
year’s Super Bowl had approximately 5X the social activity over
last year.
21. Where Do I Invest My Resources?
Many agencies and brands focus on social media at the expense of
developing skill with other platforms, mainly mobile
Odd perhaps, as mobile is a key delivery vehicle for Social TV activity
SOURCE: GOOGLE/Ipsos – THE NEW MULTISCREEN WORLD AUG 2012
22. Short-Term Benefits, Long-Term Risk
This means agencies and brands are jumping in to support a slew of
new social/participatory marketing channels and platforms, at the
expense of others - sacrificing long-term leadership and creation of
institutional knowledge and IP
23. Am I Doing This Right?
And then there’s the issue of what constitutes social media and social
TV success?
25. “Multi-Platform Success Isn’t Sold in a Can”
In the rush to solve for this measurement question, brands invest
heavily in analytics software and tools, yet often fail to understand
how to use them effectively.
26. In Emergency, Break Glass Pull Lever
It’s easier to buy technology than to invest in talent
28. Social Media Platforms Create Walled Gardens
Consumers generate amazing amounts of useful data through social
engagement. But that data isn’t shared by social networks
29. There’s yet another challenge for Multi-Channel / Multi-Platform /
Multi-Screen marketing
30. From Insight to Application
How do we unearth the complex narrative that details what drives
people to participate (connect, co-create, comment, share, curate,
etc.)
…and in which context that participation takes place?
33. Great Connected Experiences
When done right, multi-channel
offers a foundation for the development,
production and roll-out of immersive stories and participatory
experiences for consumer brands across platforms
35. The Right Way to Launch a Franchise
⠋ Focus on creating social media groundswell months ahead of release
⠋ Invest in rich media and storytelling content far beyond simple games
& collateral
⠋ Deliver content appropriate to the platform
⠋ “Inclusive Exclusivity”: Invite deep participation among core fans,
then offer a variety of ways to engage - build interest among casual
fans
⠋ Appreciate the devotion and intelligence of your audience (don’t
skimp on the details)
⠋ Listen to your audience for their response and amp up what’s
working.
36. Case Study: Happiness in a Bottle
When Coca-Cola Europe (with W&K Amsterdam) decided to extend
its original 2006 brand campaign for Happiness Factory, “the focus
was placed on the concept of liquid content, which Coke defines as
"the creation of stories that are expressed through every possible
connection ... each story must add value and significance to people’s
lives.”
- Business Insider, June 2012
39. Why Happiness Continues to Grow
⠋ Happiness avoids "creating noise" through dynamic storytelling
⠋ Spreads content across a wide assortment of participatory
platforms (and creates a few too) and yet still delivers a unified and
coordinated brand experience”
⠋ Uses storytelling channels appropriately
⠋Formats - serial, multi-faceted (transmedia), spreadable,
immersion and discovery, and engagement
⠋ Participation is lightweight, organic and meaningful
41. Key Take-Aways
⠋Move from creative excellence to content excellence;
learning to craft stories that are contagious and organically
linked to spur conversation and participation
42. Key Take-Aways
⠋ Lead the charge from one-way to dynamic, multi-platform storytelling.
43. Key Take-Aways
⠋ Develop incremental aspects of your program or brand idea/story, to
be dispersed systematically across platforms of conversation yield:
unified & coordinated experiences
44. Key Take-Aways
⠋ Experimentation (a volume of small ideas launched quickly, allow
some to fail, prepare for others to be successful - Social Listening is a
key resource here
45. Key Take-Aways
⠋ Develop a response plan to support your multi-platform strategy.
You’ll need to listen, act and react to an engaged audience 24/7/365
46. Key Take-Aways
⠋ Invest in 2nd screen platforms to experiment & learn. This
imvestment sector is due for a market shake-out in 2013
47. Key Take-Aways
⠋ Technology can enable brilliant creativity. Make sure your agency
knows how to generate ideas where you cannot separate message
from technology…In fact, make sure to integrate technologists into
your core creative team.
48. Key Take-Aways
⠋ Invest in advanced measurement talent. Multi-platform analytics in
the era of big data is only going to get more lucrative and thus more
valuable to build as an in-house capability
49. Thank You
Contributors: nguyen duong
kayla green
danielle betras
hailey marsh
@ ciaran212
e: ciaran.bossom@saatchila.com