what's good digital communication?

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JWT HYPER ISLAND MC WHAT’S GOOD DIGITAL? August 22th – August 24th , 2012

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HANNES LEY.

Digital is more than just another advertising channel. It‘s also about experience, engagement, interaction, shopping, realationship, and measuring success! That makes it very interesting for me. It‘s fun. It‘s creative. Let‘s embrace it.

HELLO!

38 years old, German, educated Kaospilot & Integrated Communications Planner Strategic consultant for agencies and brands.

THE MAIN – Guidance in Digital.

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THIS SESSION`S OBJECTIVE.

‣  TO ESTABLISH A COMMON LANGUAGE FOR EVALUATING WHAT‘S GOOD OR BAD IN DIGITAL ADVERTISING.

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WHAT ARE YOU GONNA GET OUT OF IT?

‣  WE‘LL CREATE SUCCESS CRITERIA HELPING US DEFINE OUR OWN EXPECTATIONS WHEN IT COMES TO PLANNING ONLINE ACTIVITIES.

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CHINESE DIGITAL LANDSCAPE

Baidu * Google Renren / Qzone / kaixin001 * Facebook

Weibo * Twitter QQ * iCQ

Weixin * Whatsapp Baike / Hudong * Wikipedia

Youku / Tudou / Iqiyi * Youtube / Hulu

Dangdang * Amazon Taobao * Ebay

Diangping * Yelp 55tuan * Groupon

THE STRUCTURAL PATTERNS OF THE CHINESE INTERNET ARE SIMILAR TO THE

ONES I‘M FAMILIAR WITH, SO ARE THE ONLINE MARKETING

TOOLS.

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THE PARAMETERS OF SUCCESS

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‣  LET`S START WITH A CASE MOST OF US KNOW. ‣  WAS IT SUCCESSFUL OR NOT? ‣  LET‘S HAVE A LOOK...

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OLD SPICE.

http://www.youtube.com/watch?v=fD1WqPGn5Ag

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‣  WOULD YOU CONSIDER THE OLD SPICE CAMPAIGN TO BE DIGITAL?

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MORE PEOPLE WATCHED ITS VIDEOS IN 24 HOURS THAN THOSE

WHO WATCHED OBAMA'S PRESIDENTIAL

VICTORY SPEECH.

THE FASTEST-GROWING AND MOST POPULAR

INTERACTIVE CAMPAIGN IN HISTORY.

TOTAL VIDEO VIEWS REACHED 40 MILLION

IN A WEEK.

CAMPAIGN IMPRESSIONS: 1.4

BILLION.

‣  DID IT HAVE A PERSISTENT CHANGE ON THE BRAND‘S PERCEPTION AND IMAGE?

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‣  DID IT HAVE A SUSTAINABLE IMPACT ON SALES?

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TRUTH IS...

‣ We often don`t know the real success of award-winning campaigns, since we don‘t know the qualitative and quantitative objectives determined by the brand. ‣  In many cases brands don‘t define goals beforehand, or will not publish them afterwards. ‣  Therefore, we often truly don`t know, if a case was successful or not.

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‣  WE NEED TO DEFINE OUR OWN SUCCESS CRITERIA AND USE TOOLS, WHICH ARE HELPFUL TO DEFINE WHAT‘S GOOD DIGITAL, AND WHAT NOT.

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NOW YOU ARE THE JURY

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THE GREAT DIGITAL AWARD

GDA 1.  Most likely to become talk of town. 2.  Most likely to engage people. 3.  Most likely to build brand credibility. 4.  Most likely to support sales. 5.  Most likely to create a fanbase. 6.  Most likely to make the consumer feel special.

Your Task: 1.  Define 2-3 success criteria for your

category. 2.  Watch the 10 cases and choose the

winner of your category regarding your success criteria.

Six Categories:

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UNDERSTANDING THE (DIGITAL) CONSUMER PATHWAY

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‣  THE CONSUMER PATHWAY* IS A MODEL HELPING US UNDERSTAND THE CONSUMER‘S BUYING PROCESS.

‣  IT CAN ALSO HELP US ANALYZE AND PLAN A BRAND‘S DIGITAL ACTIVITIES WITHIN A MARKETING STRATEGY.

*Brand Media Strategy – Integrated Communications Planning In The Digital Era | Antony Young

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THE CONSUMER PATHWAY EVOLUTION.*

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

*2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young

1.  The AIDA Model (Awareness, Interest, Desire, Action) was developed by Elmo Lewis in 1898.

2.  The Marketing Funnel (Awareness, Consideration, Preference, Action, Loyalty) respects the issue of consumers searching information before purchase.

3.  The New Marketing Funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy) considers the feedback loop created by social technologies and was developed by Forrester Research in 2008.

4.  The Consumer Pathway integrates the emotional aspects of consumer engagement and advocacy and was developed in 2010.

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DIGITAL CREATED A CHANGE IN BEHAVIOUR.

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

‣  It‘s a linear model, a mental crutch. And it works non-linear in many cases.

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STAGE ONE: AWARENESS.

‣ Launch a product. ‣ Communicate a benefit. ‣  Tell of an event or offer.

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

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STAGE TWO: INVOLVEMENT.

AWARENESS ACTIVE CONSIDERATION PURCHASE CONSUMPTION

RELATIONSHIP BUILDING ADVOCACY

‣  Increase emotional engagement before purchase.

INVOLVEMENT

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STAGE THREE: ACTIVE CONSIDERATION.

AWARENESS ACTIVE CONSIDERATION PURCHASE CONSUMPTION

RELATIONSHIP BUILDING ADVOCACY

‣ Shift up the order of consideration by facilitating favorable comparison.

INVOLVEMENT

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STAGE FOUR: PURCHASE.

AWARENESS ACTIVE CONSIDERATION PURCHASE CONSUMPTION

RELATIONSHIP BUILDING ADVOCACY

‣ Convert intent into action at the point of purchase.

INVOLVEMENT

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STAGE FIVE: CONSUMPTION.

AWARENESS ACTIVE CONSIDERATION PURCHASE CONSUMPTION

RELATIONSHIP BUILDING ADVOCACY

‣  Improve the user experience.

INVOLVEMENT

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STAGE SIX: RELATIONSHIP BUILDING.

AWARENESS ACTIVE CONSIDERATION PURCHASE CONSUMPTION

RELATIONSHIP BUILDING ADVOCACY

‣ Make customer feel special to improve per capita value.

INVOLVEMENT

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STAGE SEVEN: ADVOCACY.

AWARENESS ACTIVE CONSIDERATION PURCHASE CONSUMPTION

RELATIONSHIP BUILDING ADVOCACY

‣  Increase recommendations.

INVOLVEMENT

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THE CONSUMER PATHWAY CONVERSION.

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

‣  In the end of each stage there‘s a measurable conversion bringing the consumer to the next stage.

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CONVERSION SUCCESS CRITERIA.

Does it introduce a new brand / product / service to a broad specific or broad audience? Does it communicate the benefit well? Does it properly communicate an event or offer?

Does it increase emotional engagement before purchase?

Does it shift up the order of consideration by favorable comparison?

Does it convert intend into action at the point of purchase?

Does it improve the user experience?

Does it increase recommendation?

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

Does it make the customer feel special?

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LET`S HAVE A LOOK AT ANOTHER CASE…

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KLM MEET & SEAT.

http://www.youtube.com/watch?v=eL2lWn7oup4

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‣ Where in the consumer pathway would you position this case?

KLM AIRLINES: FACEBOOK SERVICES

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

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‣ Where in the consumer pathway would you position this case?

KLM AIRLINES: FACEBOOK SERVICES

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

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TRY TO LOCATE ALL CASES IN THE CONSUMER PATHWAY.

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

1.  Fiat ecoDrive 2.  Adiverse Virtual Footware 3.  Benetton Live Windows 4.  Gap App 5.  Heineken Star Player 6.  Nike Golf 360° 7.  Pedigree Adoption 8.  VW People‘s Car 9.  Renault AutoRAI 10.  Visit Japan

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FIND THESE AND OTHER CASES ON WWW.PINTEREST.COM/THEMAIN/HIMC-CASES.

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WHAT’S HAPPENING TO OUR INDUSTRY?

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INDUSTRY DISRUPTION.

AWARENESS INVOLVEMENT ACTIVE

CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP

BUILDING ADVOCACY

Digital Agencies PR Agencies Social Media Agencies Media Agencies

SEM Agencies SEO Agencies PR Agencies

PR Agencies Social Media Agencies DM Agencies Inhouse Marketing

Digital Agencies eCommerce Agencies App Developer

95% of Marketing Budget invested.

We‘ll experience a dramatic budget shift.

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THE MAIN GMBH Hannes Ley Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de http://de.linkedin.com/in/hannesley

Thanks for listening!