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We've been helping clients become more digital and more social. In an integrated way. This is part of how we've been helping them. More at bluurb.wordpress.com.
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Sharing our stuff
Strategic digital integration
April 2011
dch.co.uk@DCH_Agency
Why are we doing this?
• We’ve been helping some of our clients become more social and more digital
• We’ve been helping them do this in an integrated way
• In this open era, we wanted to share the work and for it to be collaborated on
• This is version 1.0, released April 2011
• Please share it and let us know your thoughts
@nicholasrgill
Digital* has changed the way people behave, think, act and interact with brands…
… and people.
Brands need to change too
*Broadband, mobile accessibility, technology adoption, social media sharing, cultural participation and evolution
We used to do this
Brand Consumer
Because one purchase funnel ruled them all
Source: Forrester
But the reality is more complex
Source: Forrester
So communications need to adapt
Community
Brand
Consumer
Be relevantAdd value& meaningFacilitateParticipate
ShareableSociable
Topical
Activate the brand truths
Brand
Consumer Business
Community
Technology
People
Physical
Be relevantAdd valueFacilitate
ShareableSociable
Topical
Identifying the business problemClear & measurableAttainable
AdvocatesEmpoweredDistributed
AccessibleScaleableBeta
Real-worldintegration
Well, actually it’s a bit more like this
Image source: InnovativeThunder.com eBook
Image source: http://bit.ly/f9lFHQ
DIGITAL/SOCIAL MEDIA HAS VERY, VERY LARGE NUMBERSWE ARE LITERALLY TALKING BAJILLIONS
An awful lot of Facebookers
Quite a tremendous amount of Twitterers
I think this You Tube thing may catch on
Blogging still big
iPhone’s are not the only mobile fruit
Gazillions of apps
Bajillions of SMS
Email a go go
Stupendous amounts of search
Streaming for the massesHUGE!
Go on, check them out. Dare you…
http://www.google.co.uk/intl/en/landing/internetstats/
OR a pretty version here if you prefer pictures to words
http://www.focus.com/images/view/48564/
Hard to believe I know but I won’t be sharing 10 slides of HUGE numbers to justify the importance of digital and social.
Social & digital is now a normal part of life.
Because…
Social Media
Feeds/Filters
On Demand
SharingReviewing
Press
TV
Outdoor
Gaming
DestinationsMobile
Connecting
RSS
On-demand (iPlayer, 4OD,
Hulu)
PVR
Interactive TV
Social viewing / Participation
TextBluetooth
Live interaction
QR codes
Video ad innovation
QR codes
Ratings
Reviews Liking
Distribution
Bookmarkingemail IM
VOIP (Skype)
Life-streaming (Twitter)
FriendingWi-Fi
MMS
Surfing
Bluetooth
GPS
MP3
Entertainment (radio, video,
music)Search
Networks
Life-streamingPublish (blog)
Forum
Widgets
Meme
Crowd-sourcing
Virtual WorldsLive casting
Console
HandheldCasual
SurfingTV viewing
Camera, DVD, Blu-Ray
MMO
ARG
PortalsNews
Personalised start pages,
iGoogle
Brand sites
Everything is digital
We just do what we do
• Mashing is second nature; we’ll happily listen to the radio while we drive, or use the laptop or mobile while watching TV.
• We blend.• We instinctively demand more integrated
experiences from brands. And we expect them on-demand.
• Because we live in a connected, seamless world fuelled by technology where things that have no value can be filtered out as unnecessary noise.
So we must change what we do to do what they do• Attention is moving to Participation
• Information to Inspiration • Impact to experience • Campaign to multiple micro-interactions
• Awareness to infectiousness.
• Post campaign reporting to active analytics
Because it plays a role across the entire decision making journey inc. post-purchase
Initial consideration
set
Moment of purchase
Active Evaluation
Post purchase experienceOngoing Exposure
Source: McKinsey Consulting
Because 65% of UK internet usage is in social and entertainment spaces
Source: Forrester & The Guardian
Because we are increasingly online on the move
• 24% regularly accessing internet through a mobile device
• Apple dominate• Android rising rapidly
– 2010 Q4, HTC sold 1.1m, Apple's 1.4m
Sourcse: TGI, iCrossing February 2011, GuardianTech
Because Facebook is MASSIVE
• 30m UK users– Half the population– Half return EVERY day
• In the US… 41% want to receive communications from marketers on Facebook
• More than double any other digital platform
Source: AdAge.Ipsos 2011
What do they want?
• Deals• Information• Entertainment• Events
Source: SocialCommerceToday, AdAge.Ipsos 2011
Because it enables brands to have a real relationship with their customers• And changes our relationship from a big idea
to the long idea (multiple micro-interactions)
• It amplifies the combined power of all brand activities
You don’t need a social media strategy
You need a brand strategy
That leverages social media
Quote: Chris Kirubi, Coca-Cola 2010
The typical shape of activity across the year
High impactbrand switch
Recruit
[ADVERTISING]
Regularityfrequency
exploit contacts
[DIGITAL]
PeakPeak
Exploit peak to win trialPromote usage frequency & brand advocacy across year
Strategic digital integration (illustrative)
• ATL media drives mass awareness and sales in two major bursts– Expensive & effective– Supported with PR and sampling
• Digital provides the momentum through ongoing engagement (push and pull) keeping brandX top of mind through the year– Less expensive & effective– Grow “brand connections” over time leveraging ATL plan and dedicated
digital media partnerships
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug2011 2012
TV, media
In-store
Social
PReCRM
Sampling Website
We believe social media is just stuffSocialised brands can be contagious
• Socialised brands deliver cohesive experiences around the brand
• Delivered through content that’s sticky, slippy and contagious– Information, entertainment, utility, monetary
• It is about attraction, not interruption• It amplifies the combined power of all brand
activities
It’s about meaningful engagement
Community
Brand
Consumer
Be relevantAdd valueFacilitate
ShareableSociable
Topical
AuthenticOpen
Transparent
Activated by shared passion points
Community
Brand
Consumer
Be relevantAdd valueFacilitate
ShareableSociable
Topical
AuthenticOpen
Transparent
PassionPoints
And doesn’t happen at the click of a button
Image source: AdAge
And doesn’t happen at the click of a button
Contemplation
Pilot/Trial
Transition
Strategic
But leans into new (technology driven) opportunities to enhance the brand experience
Graphic created using Wordle.net
It also requires the two B’s
Bravery
Budget
Digital requires both brand programming & brand opportunity
Brand Experience:Encourage trial & frequency by building loyalty through ongoing interactive brand experience & dissemination.
Brand Programming:Structured platform and content plan (everyday engagement & impact campaigns) that delivers the strategy.
Brand Opportunity:Tactical PR and partnership led opportunities that amplify the brand (can be strategically loose) that are short-term and opportunistic in nature.
En
ga
ge
me
nt
/ re
latio
nsh
ips
Time
Impact campaign has significant, planned impact on growth/engagement
Everyday engagement to maintain brand awareness
Brand opportunity campaign has tactical incremental impact on growth/engagement
Source: Adapted from everyday engagement / impact campaign approach by Raak
Core requirements for successful engagement
Awareness
ActiveAnalytics
Curation ContentAgile mindset/Rapid deployment
Agile mindset/Rapid deployment
Core requirements for successful engagement
Awareness
ActiveAnalytics
Curation Content
Promote the brand establishments:Publicise on all brand commsUtilise targeted social media advertisingConsider digital and ATL media
Agile mindset /Rapid deployment
Active participant:Live feed to your audienceBe engaging when you engageBalance corporate needs Vs audience needs
Understand what’s happening:Social space monitoring to identify brand conversations and act accordinglyDashboard reporting of KPIs
Be ready:Identify quick response chain of commandCrisis management toolkit developedSocial media guidelines developedMindset must be of now
Content is brand currency:Entertaining, useful, informative or monetarySnackable contentShareable and involvingMeasurableBe bold, brave, on brand and have a budget
Brand ecosystem
Brand strategy activation
Bra
nd
In
form
atio
n:
awar
enes
s, u
tility
, si
gnpo
stin
g
Bra
nd
Exp
erie
nce
: E
ngag
emen
t, U
tility
, D
eals
, O
n th
e m
ove
WebsiteTVC / ATL
Digital media /partnerships
PR In store
Sampling
Paid media
Earned media
Strategic digital integrationObjective:Objective goes here
Strategy:Strategy to achieve objective goes here
TV & on/offline media:Drive high awareness & frequency
In-store:Drive trial & frequency:PromotionOn packSamplingPartnerships
Digital:Brand Information:InformationProductsOutletsCustomer service(web, eCRM, search)
Brand Experience:Encourage trial & frequency by building loyalty through ongoing interactive brand experience & dissemination.(social, mobile)
PR:Press office, partnerships, events
Active Analytics
Sharing our stuff
Thank you
April 2011
dch.co.uk@DCH_Agency