Download - Building brand awareness Edinburgh 31 Jan
@PrecedentComms #PrecSem
Building brand awareness in the digital world31st January, 2013
John CampbellDirector
Ryan SackettUX Consultant
A communications consultancy specialising in delivering creative solutions for a digital world.
A UK Top 10 digital design agency
– 100 experts
– 5 locations
– 21 years old
About us
Building brand awareness 2013
Building brand awareness 2013
Building brand awareness 2013
Building brand awareness 2013
Building brand awareness 2013
11.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
How are you presenting your brand?
How are you presenting your brand?
Building brand awareness 2013
Viewed of as:The noviceThe enthusiastThe devotee
We considered their web space, social and mobile presence
Customer engagement through use of digital channels to meet customers needs.
Building brand awareness 2013
11.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
3000Estimates 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
1,000,000,0
00active 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 buttoday'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 attentionFirstly understand the triggers
Building brand awareness 2013
The Attention Triggers
People have little control over the
emotional drivers, such as sex,
status and danger. These focus their
attention and can distort or mask the
true subject matter.
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.
Uniqueness is the key trigger to a successful
campaign. People are looking for new things,
different prospective, something to talk about, to
make themselves look good, or sound
knowledgeable within their circle of friends/work
mates. This is social currency/social fashion.
Emotional
Relevancy
Uniqueness
Building brand awareness 2013
UniquenessIn 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
UniquenessThe 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
21.Grabbing attention in a widening market
2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market 9. Considering the futureDiscussion
Building brand awareness 2013
Building brand awareness 2013
Traveller touchpoints
Simple
Book CountDown
Journey Arrive Experience Leave
Inspire
Dream Remember
Excite First AidHit the Ground
RunningJournal
Go with the Breeze
Laters
Connect
Explore
Building brand awareness 2013
Explore
Simple
Book CountDown
Journey Arrive Experience Leave
Inspire
Dream Remember
Excite First AidHit the Ground
RunningJournal
Go with the Breeze
Laters
Connect
Inspiration Looking After RetainOrganise
Orientate EngageCross SellFocus & Magnify
(Co)Plan
BookProblem
SolveActivities (Re)Book
Au Revoir Member Reunion
Traveller touchpoints mapped company response
Building brand awareness 2013
low identified fan
medium identified
fan
highly identified
fan
Building brand awareness 2013
User research methods
Building brand awareness 2013
Remote(International)
Personal
PermanentStakeholder(Staff)
TransientStakeholder(Travellers)
Face-to-faceInterview
Workshop
Crowdsourced Idea Storming
Traveller Questionnaire
Staff Survey
Buzz Monitoring
Crowdsourced Pain StormingExperimental Sandpit
Persona DevelopmentInsight
Diary Study
Phone Interview
User research methods
Building brand awareness 2013
GoalsFind relevant servicesHave a real person’
BehavioursAll his energy goes into his business
must
Be upfront with costsMeet deadlines
must not
Be overly complexBe slow to respond
Knowledge
Experience
Service
Technology
Influencers
Networks
Opinion
Research
Events
Peers
“My needs change with time. I want someone that is proactive, that I can trust and that isn’t going to rip me off”
Ash, 40, small business owner Commercial client
User research outputs: Personas
Building brand awareness 2013
User research output: Channel Roadmap
31.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally4. 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
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
41.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark5. 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
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
Attract new customers
Retain existing customers
Build trust
Increase reach
Sell something
Outcomes for your website
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
Framing
Feedback loops
Goal setting / Achievements
Story
Familiarity Bias
Making an emotional connection
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
Highly regulated?Forces | Emergency Services | NHS | Financial Services | Education | Law
Brand is expected to be dehumanised?Government (Local and Central) | Law | Financial ServicesIntrovert organisation?Science & Engineering | Government (Local and Central) | Financial Services
So why not let that shine through?
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
What about your sites??
Building brand awareness 2013
51. 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 2013Ref DAVID ARMANO
Social Business?
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 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
Social and the enterprise
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
61. 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 challenge7. 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 #PrecSem
Building brand awareness 2013
Building brand awareness 2013@precedentcomms #PrecSem
Building brand awareness 2013
Building brand awareness 2013
Tactic 1: SEO
B2B and B2G Oil Exploration FTSE 100 Company
Building brand awareness 2013
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
Case Study: Cairn versus Greenpeace
Target response only to Cairns’ audience
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
Some findings1. Need to add personality to posts
2. Integrate channels
3. Analyse reach and not just numbers
Building brand awareness 2013
71. 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 site8. 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
Android
Window
s
Various platforms: traditional web browsers solutions to the many mobile platforms
iOS
Do you know environment?Smart TV
Blackberry
Building brand awareness 2013
Take the time to understandyour user’s behaviour andcontext
Building brand awareness 2013
Building brand awareness 2013
Don’t just follow the web1
Move from a 4 to 6 step process
Provide a quick quote?
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
Building brand awareness 2013
Take the opportunity to innovate in designand function
Building brand awareness 2013
Mobi
Responsive
Framework
Native
Building brand awareness 2013
Some of our apps
Building brand awareness 2013
Building brand awareness 2013
Building brand awareness 2013
Content leads approachMobile from the ground-up
Custom approaches
Considered context
Specific content
A mobile first content approach
Making mobile from pre-existing
Desktop applied to mobile
Stress / break points
Reworked content
An adaptation approach
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
81. 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?
Consider your international environment
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
Key considerations
Building brand awareness 2013
91. 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 futureDiscussion
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
Some futures to follow......
Building brand awareness 2013
Think bigStart smallAct quickly
Smart thinking wins
Create a Strategy map looking forward
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