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Engagement Is The Future Of Branding - Brian Solis (Social Fresh WEST 2013)

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Engagement Is The Future Of Branding - Brian Solis (Social Fresh WEST 2013)

  1. 1. @BrianSolis principal analyst & author
  2. 2. The Human Algorithm is the confluence of data science and digital anthropology
  3. 3. MEET GENERATION-C You are now marketing to an audience with an audience of audiences — Creative must engage and trigger a social effect
  4. 4. See the world differently, not just for what it is but also for what it could be.
  5. 5. You are now competing for… ATTENTION AND RELEVANCE
  6. 6. Credit: CRWgraphics There is no one way to reach ―one‖ audience. And each channel cannot rely on ―one‖ click path
  7. 7. Your business is structured around a different breed of consumerism. Going social, mobile and local get you closer, but not close enough to reach your connected customer
  8. 8. Credit: Tronvig Group Persona: An imaginary person with a name, history, and story who has a way of doing things. A persona should have enough psychological detail to allow you to take the persona’s view and see your products and services from her perspective.
  9. 9. Credit: Peter Gentsch, B.I.G. Personas are real people who can be brought to life by studying social data and behavior
  10. 10. Source: ―The New Multi-Screen World,‖ Google, 2012 Consumers start on their PC but continue usage on mobile devices
  11. 11. Stimulus Zero Moment of Truth First Moment of Truth Second Moment of Truth Ultimate Moment of Truth Awareness Social Discovery Consideration to Purchase Experience Shared Experience UMOT -> ZMOT: Shared expressions form trusted impressions Shared experiences affect every moment of truth
  12. 12. Stimulus Zero Moment of Truth
  13. 13. Source: What’s the Future of Business ©Brian Solis & @gapingvoid
  14. 14. Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 www.google.com/think/insights Shoppers rely on 10+ sources to make decisions – TWICE as many as the previous year Social Feeds = Information Discovery
  15. 15. is the new When it comes to search… 95% of consumers use BOTH YouTube and Google when searching for relevant content. Source: AskYourTargetMarket Research Study, Q3 2012
  16. 16. First Moment of Truth Second Moment of Truth Consideration to Purchase Experience
  17. 17. Gen-C sees the world differently, uniting the online and offline world for others to see & experience
  18. 18. Ultimate Moment of Truth Awareness Social Discovery Consideration to Purchase Experience UMOT -> ZMOT: Shared expressions form trusted impressions Shared experiences affect every moment of truth Shared Experience
  19. 19. The Experience Divide Brand Promise CX
  20. 20. Whether we like it or not, customers contribute to the state of our brand simply by sharing their experiences.
  21. 21. The EXPERIENCE Layer
  22. 22. Born Digital Experiences, services, and supporting systems that align with expectations and behaviors of Generation C…consistently, seamlessly, across every screen in every scenario.
  23. 23. Connect the dots… A way of looking at the relationship between User, Consumer, and Brand experiences, and how they relate to form an Experience Cycle made of up of new customer touch points
  24. 24. ―It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.‖ — Leon C. Megginson 38

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