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BRAND ENGAGEMENT
The Future of Digital Marketing @shivsingh
http://goingsocialnow.com
@shivsingh
BRAND ENGAGEMENT
The purpose of a business is to create a customer
– Peter Drucker
“”
@shivsingh
BRAND ENGAGEMENT
The purpose of a business is to create a customer who creates customers
“
”
@shivsingh
BRAND ENGAGEMENT
Leaving your only job to be taking care of your existing customers
On their terms, on location with them and as a more social brand
@shivsingh
BRAND ENGAGEMENT
5 IDEASThat’ll give you a sense of what I feel we need to worry about
@shivsingh
BRAND ENGAGEMENT
IDEA 1CREATE A WHOLE FRANCHISE
OUT OF A SOCIAL MEDIA INITIATIVE
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
WHAT DID IT START AS?
• Give marketing dollars away to causes• Let consumers nominate their favorite cause• Encourage consumers to market the cause• Multiple levels of awards each month• Have a meaningful impact on communities
A year long commitment, not a campaign
@shivsingh
BRAND ENGAGEMENT
What’s happenedTHE BASIC PROGRAM STRUCTURE
Time
$1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
@shivsingh
BRAND ENGAGEMENT
What’s happenedTHE BASIC PROGRAM STRUCTURE
Time
$1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
@shivsingh
BRAND ENGAGEMENT
120,000+ refresh ideas4.1 million registered users50+ million votes in total400 ideas funded to date
@shivsingh
BRAND ENGAGEMENT
What’s happenedEXPANDED FOR OUR CUSTOMERS
Time
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
What’s happenedTAKEN TO SPORTS AND CELEBRITIES
Time
MLB Extensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
CelebrityExtensions
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
AND TO HELP THE GULF RECOVER
Time
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
MLB Extensions
CelebrityExtensions
Do Good for the
Gulf
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
2+ billion impressions
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• Requires educating for the perpetual beta world• Forces people to think like a CMTO and not a CMO• Turns the economics of advertising upside down• Results in a deeper, continuous consumer relationship
This is not a campaign but a commitment.
But still be mindful that commitments like marriages can get boring
@shivsingh
BRAND ENGAGEMENT
IDEA 2REINVENT DISPLAY MEDIA
@shivsingh
BRAND ENGAGEMENT
Page 22 © 2009 . All rights reserved.
2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
@shivsingh
BRAND ENGAGEMENT
$22 billion
@shivsingh
BRAND ENGAGEMENT
0. 4%
@shivsingh
BRAND ENGAGEMENT
MOVING TO THE IMPRESSION PLUS MODEL
Paid Impression
Value to Advertiser=1.
Paid Impression
Click thru rateValue to
Advertiser=+2.
Paid Impression
Organic Impression
Organic Engagement
Value to Advertiser=++3.
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• Display media still has its place. Don’t fight it• Impression Plus model is display’s future• Use the Impression Plus model for leverage• Evolved brand targets to identify and nurture
@shivsingh
BRAND ENGAGEMENT
IDEA 3Rethink the marketing model
@shivsingh
BRAND ENGAGEMENTFORGET ABOUT THE MARKETING FUNNEL
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: What is it
Consumer is exposed to a brand
He is activated to do something
Consumer remembers the experience and
purchases
He engages experientially with or
through the brand
Takes lots of money but cheaper online
Needs to be valuable and be deeply personal
Remember experiences are remembered more than brands
That activation may have little to do with the brand
He tells other consumers about the experience.
They engage in it
Consumer engages more deeply and repeatedly
His influencer skills get tested here
Loyalty determined over here
This can happen in a span of a second or a few months
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: The Silos
Consumer is exposed to a brand
He is activated to do something
Consumer remembers the experience and
purchases
He engages experientially with or
through the brand
He tells other consumers about the experience.
They engage in it
Consumer engages more deeply and repeatedly
Brand Marketing
Experiential Marketing
Shopper Marketing
Direct Response Marketing
Social Influence Marketing
Customer Relationship Marketing
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: The $$ Upside Down
Consumer is exposed to a brand
He is activated to do something
Consumer remembers the experience and
purchases
He engages experientially with or
through the brand
He tells other consumers about the experience.
They engage in it
Consumer engages more deeply and repeatedly
$$$$$
$$$
$
$$
$$ $
We need to follow the political campaigns model more
@shivsingh
BRAND ENGAGEMENT
The Consumer Model: Getting there
Consumer is exposed to a brand
He is activated to do something
Consumer remembers the experience and
purchases
He engages experientially with or
through the brand
He tells other consumers about the experience.
They engage in it
Consumer engages more deeply and repeatedly
Integrate the impression plus model into media
Make all digital experiences social
Archive the experience through social media. Measure
Leverage peer dynamics to drive activation
Allow for sharing but not over sharing
Move to Social CRM
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• We need to frame marketing more broadly• The consumer experience is everything• Brand engagement is second to that• Let this happen every single second
@shivsingh
BRAND ENGAGEMENT
IDEA 4Redefining the agency model
@shivsingh
BRAND ENGAGEMENT
THEBrief
The Big Idea
TV
Radio
Digital
THE MODEL ON PAPER
Social
@shivsingh
BRAND ENGAGEMENT
THEBrief
PrintExtension
The Big TV Idea
TVExecution
RadioExtension
DigitalExtension
THE MODEL IN REALITY
Social Stuff
Traditional Agency
Traditional Agency
Traditional Agency
Digital Agency
????
Traditional Agency
Client
@shivsingh
BRAND ENGAGEMENT
Problem is Digital is not an extension of Television. Digital is interactive. And social is a part of digital. TV is flat.
Does the traditional agency do justice to digital? Or digital to social?
@shivsingh
BRAND ENGAGEMENT
THEBrief
PrintExtension
The IDEAS
TVExecution
RadioExtension
DigitalExtension
THE MODEL OF THE FUTURE
Traditional AgencyDigital AgencyPrint AgencyMedia AgencyPR AgencySocial AgencyMedia Companies
Execution driven by Agency skillsets and idea type
Execution driven by Agency skillsets and idea type
Execution driven by Agency skillsets and idea type
Execution driven by Agency skillsets and idea type
ConsumerInsights
@shivsingh
BRAND ENGAGEMENT
@shivsingh
BRAND ENGAGEMENT
IDEA 5A Single Metric of Measurement
@shivsingh
BRAND ENGAGEMENT
I fundamentally believe how people talk about your brand and how much is going to be the most important brand metric in the future
@shivsingh
BRAND ENGAGEMENT
What’s your SIM Score?
SIM Score = Conversation Share + Sentiment*
*Adjusted for influence
THE SIM SCORE
@shivsingh
BRAND ENGAGEMENT
SIM SCORE: PEPSI & COCA & COLA ANALYSIS
@shivsingh
BRAND ENGAGEMENT
SIM SCORE: Moving to 2.0
Updating the formula as we speak
SIM II Components and Calculations:R = Reach = [(Brand Mentions/Industry Mentions)*100]*w1;
S = Sentiment = [(P/(P+(N*k))*100]*w2;
P = number of positive brand mentions;
N = number of negative brand mentions;
k = multiplicative effect of negative mentions;
w1 = weight assigned to social reach (0 > w1 > .99);
w2 = weight assigned to social sentiment (1.0 - w1);
@shivsingh
BRAND ENGAGEMENT
SIM SCORE: TESTING THE FORMULA
@shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• How people talk about your brand is everything• SIM Score is one critical metric that can help• Being optimized based on correlating• Email me your ideas and suggestions
@shivsingh
BRAND ENGAGEMENT
IDEAS RECAP
1. Create a Digital Franchise
2. Reinvent Display Media
3. Rethink the marketing model
4. Redefine the Agency Partnership model
5. Look to new metrics like the SIM Score
