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A presentation we did for a brand marketing consultancy to explain how, of the 4 pillars of brand (behaviour, comms, environment and product) - understanding of behaviour was the critical factor in successful brand mak
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'what's hot' in digital brand marketing
Clear digital workshop
Human Digital
Established 2007
Human analysis of online conversations
A proprietary research methodology
A unique consulting framework
A proprietary ROI model
Proven across an international client base
WHO WE ARE
Human Digital
OUR CLIENTS
Human Digital
9 case studies …3 social applications
3 social brand campaigns
3 social brands
Human Digital
Behaviour Comms
Environment Product
Brand in a networked age
Human Digital
How an audience
behave online?
How an audience talks and what they
talk about
Where they are online
What they want to buy
Brand in a networked age
Human Digital
3 SOCIAL APPLICATIONS
Human Digital
BBC iPlayer
• 4 th trending topic Twitter• 12m reach Day1 • Award - “Best Use of Social Media 2010”
Human Digital
Behaviour Comms
Environment Product
BBC iPlayer
Human Digital
Nike Run
•1.2 million runners •130 million miles• 13 billion calories burned
Human Digital
Behaviour Comms
Environment Product
Nike Run
Human Digital
Mad Men Yourself
• 1m users• 600,000 avatars created
Human Digital
Behaviour Comms
Environment Product
Mad Men Yourself
Human Digital
3 SOCIAL BRAND CAMPAIGNS
Human Digital
42 million votes in 12 months
Pepsi
Human Digital
Behaviour Comms
Environment Product
Pepsi
Human Digital
107% increase in sales
Old Spice
Human Digital
Behaviour Comms
Environment Product
Old Spice
Human Digital
Best Buy
28,000 questions answered
Human Digital
Behaviour Comms
Environment Product
Best Buy
Human Digital
3 SOCIAL BRANDS
Human Digital
Sold to Amazon for $1.2b
Zappos
Human Digital
Behaviour Comms
Environment Product
Zappos
Human Digital
250,000 - $20 virtual tractors sold a day….
Farmville
Human Digital
Behaviour Comms
Environment Product
Farmville
Human Digital
Outspent McCain in key states 20-1
Obama
Human Digital
Behaviour Comms
Environment Product
Obama
Human Digital
HOW?
Human Digital
Social? Or just Digital
Human Digital
Social brands understand behaviour…
Behaviour Comms
Environment Product
Behaviour
Human Digital
Behaviour + Objectives = ROI
Human Digital
Behaviour – 7 QuestionsQ1: Where is my audience online?
Q3: Is the audience talking about my brand positively or negatively?
Q4: How much is the audience talking about my brand / issue?
Q2: What is my audience talking about?
Q5: What type of websites is my audience using?
Q6: What type of content drives engagement?
Q7: How best to engage with my audience?
Human Digital
Behaviour Comms
environment product
Q1
Behaviour – 7 QuestionsQ2 Q3
Q4
Q5 Q6 Q7
Human Digital
What is the future of brand?
Human Digital
Sarah Ward, Foundersarah@human-digital.com(m) +44 (0) 7590 374 533
Christian Gladwell, Chief Executivechristian@human-digital.com
(m) +44 (0) 79545 159 012
Mark Bjornsgaard, Strategy Partnermark@human-digital.com(m) +44 (0) 7939 155 935
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