matter more to brands, need to tailor things to keep engagement, managing communications in a social space, the data that is available is greater, spheres of influence that make things less influential and important: proximity
Need for transparency and accountability now
So many more avenues for how to reach and respond to a company, interpersonal and social: many modes of communication. PROFOUNDLY COMPLICATED, integrity of brand and communicating the brand story
How brands are starting to organize and create communication workflow. Triage models
How are they already managing every aspect. Brands are piece-mealing strategy and not looking at the whole picture. Getting it right from the top down. “Inherently social”
Biz intel in place to monitor measure and analyze trends, events, incidents that effect biz, macro & micro. 1. Predict to anticipate to respond positively, 2. Engagement strategy if there is a problem
How are you managing listening and analytics, responding. Models, tools
BrandWatch, Radian6, Intensity, Hootsuite, Spec analytics, Bitly, Buddymedia, Salesforce, MailChimp
Direct / Brand marketing
Science based/ Creative advertising
Selling cots / Trademarks
(nothing kills a bad product faster than good advertising)
Conspicuous Consumption: We consumer more than the minimum required for subsistence and efficiency. Why advertising works.
Use advertising to convince people that things are better that get us hooked and we crave things we don’t need.
DEFINING THINGS OF ADVERTiSING
BIG LOVE (LONG LOVE)
Long term relationships increase ROI.
Where to spend time & talents for maximum programming & benefits?
#: Over one billion
Why: To connect with friends and share life stories
What: posting status, photos, sharing interesting things from around the web, engaging on a personal level, schedule, past/present/future
How: Obtain a like and promote likes, sharing, comments, contests, ads, apps, games, information
End: Increase brand values, perception, awareness, education, establish history & consistency, advertising, relationships, peak interest, fun with a brand, mission, employee activities, company information, establishes internal & external operations & products
Consistent Virality of posts & engagement levels.
Media is becoming fragmented with the multiple and smaller outlets for engaging with brands
Fundamental shifts via users to platforms: ex: power shifts
Tools of influence, democratization of voice
LONG TAIL THEORY
There is media that has high reach (TV), few controlled by smaller companies. Today are a million places to get news and relevance. Less people are now getting more of a customizable experience.
»>Sociographics: Tribal audiences for brands, Shifting from people to cultural demographics (strategizing to pick up the tribal)
Balance of volume vs. efficiency will keep the content alive for your demographic
OTHER SCREEN Experiences
Experiencing things across multiple interfaces, every chance allows multiple opportunities for intersection. 2nd screen, 3rd screen
New Context for Engagement: New avenues & places to grab audience > opportunities over time
Where does brand have overlap with a topic. What is the shared value or connection point?
PAID / OWNED /EARNED MEDIA
PAID: Advertising (Tax on Bad Experiences)
EARNED: Social, Outreach
SOCIAL BY DESIGN
No matter what you create is it maximized or optimized for social? Is it inherently social?
Social spheres of influence and how it drives shifting attitudes & behaviors. Classify into three categories:
The things that connect us aren’t our networks, but what we have in common. What we SHARE. The nouns in our sentences.
FB= Friends, Instagram=(cooler) (immediate) (filters) Photos, Youtube=Videos
CURRENT PROJECT TIMELINE
-Audience: Bringing them to life, tap into their needs & motivations, defining
-Strategy/unifying concept(Immediate, relevant, original, impactful)
-Articulate that strategy
-KPIs: Is it working, why/why not, measurement (attitude or behavior), analytics, Test & Learn, DURATION, how to know what’s driving pledges (Diagnostics)
-Make it actionable
BRAND EXPERIENCE MAP:
We interact with brands in an ecosystem, multiple brand assets, not in isolation or one platform.
INCLUDE A CAMPAIGN IDEA OR CONCEPT to sell the strategy.
Social is an equity and now an OWNED ASSEST.
Campaign is a point in time exercise. Has a shelf life. Expression of Brand Strategy.
Programs or platforms are more mechanical and exist over time.
So how deep does the theme of the campaign carry.
Brands are eh totality of how people experience a company, product, retail.
Advertising to experience design.
Great experiences fill user need, and solve a problem.
BRAND > TECH > USER >
Design represents values of user and designers.
Good design is table stakes, great design is a new table. It’s how it makes you feel, game changer.
Attracted to on sub conscience, meet expectations, tells a good story.
Abstract to concrete. Look from both directions, not just surface layer.
Breand Benefits Tab
Segmented Target Market
Gifting Charitable Donation
Launch Plan Timeline
Metrics for Success
Re-Explain all changes
Brand Perception Map
2 Layer Map (Positioning)
Deck/Pre & Post Launch
Push & Pull Strategy
Competitor Sale Landscape
Test Utility Map
Platforms target uses (Spotify, Hulu)
Goals for Launch segment
“Own” a Mindset
Area of Opportunity
WHY SO SERIOUS:
Best way to learn and grow in this industry is to challenge yourself.
If you’re not excited go flip burgers.
Wherever you go you have to be a hybrid creative.
We PRODUCE CULTURE.
Character is what carries you in this biz.
Not about thinking outside the box, but about our behavior.