engagement is the future of branding - brian solis (social fresh west 2013)
Post on 15-Sep-2014
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@BrianSolisprincipal analyst & author
The Human Algorithm is the confluence of data science and digital anthropology
MEET GENERATION-C
You are now marketing to an audience with an audience of audiences — Creative must engage
and trigger a social effect
See the world differently, not just for what it is but also for what it could be.
You are now competing for…
ATTENTIONAND RELEVANCE
Credit: CRWgraphics
There is no one way to reach “one” audience. And each channel cannot rely on
“one” click path
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
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.
Credit: Peter Gentsch, B.I.G.
Personas are real people who can be brought to life by studying social data and
behavior
Source: “The New Multi-Screen World,” Google, 2012
Consumers start on their PC but continue usage on mobile devices
Stimulus
Zero Momentof Truth
First Momentof Truth
Second Momen
tof Truth
Ultimate
Moment
of Truth
Awareness SocialDiscovery
Considerationto Purchase
Experience SharedExperience
UMOT -> ZMOT: Shared expressions form trusted impressionsShared experiences affect every moment of truth
Stimulus
Zero Momentof Truth
Source: What’s the Future of Business ©Brian Solis & @gapingvoid
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
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
First Momentof Truth
Second Momen
tof Truth
Considerationto Purchase
Experience
Gen-C sees the world differently, uniting the online and offline world for others to see &
experience
Ultimate
Moment
of Truth
Awareness SocialDiscovery
Considerationto Purchase
Experience
UMOT -> ZMOT: Shared expressions form trusted impressionsShared experiences affect every moment of truth
SharedExperience
The Experience Divide
Brand Promise CX
Whether we like it or not, customers contribute to the state of our brand simply by sharing their
experiences.
The
EXPERIENCELayer
Born DigitalExperiences, services, and supporting systems that align with expectations and behaviors of Generation C…consistently, seamlessly, across every screen in every scenario.
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
“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
Brian Solis
briansolis.com
Twitter: @briansolis
For more information & to buy
the books, please visit:
http://bit.ly/WTFBook
http://bit.ly/EndofBusiness
http://bit.ly/engage2