2016 Digital Marketing Framework

2016

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Digital Marketing Framework

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UX PRINCIPLES, APPLIED TO TRADITIONAL STORYTELLING

2016 | DIGITAL MARKETING FRAMEWORK

@BALINDSIEBER | BALIND.CO |

How to Meet Random People – Buy everyone you see a drink and before they’ve even taken a sip, ask them to come home with you.

99 out of 100 people will say no but 1 person will eventually say yes. Congrats, you scored.

That’s how traditional advertising works. It’s expensive and guarantees a minimum result.

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Don’t be these guys

https://twitter.com/BalindSieber

http://www.balind.co



How to Make Friends – Approach only people that look compatible. Curiously connect around common interests.

Ask them for their number and call a few days later. You scored. Call again, connect again. Score again.

That’s how digital marketing works. It takes more work and takes longer, but now you have a relationship.

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Be these guys





Everything Creative has a Formula – Every movie you’ve watched and every song you’ve listened to was built on a formula.

Feed your audience engaging content, incentivize them to participate, then make them an offer they can’t refuse.

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Stop going for one-night-stands and start making friends



2016 DIGITAL MARKETING FRAMEWORK



Storytell for Engagement

Incentivize Participation

Convert to Action

01. CONTENT

02. SOCIAL

03. EXPERIENCE

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03. EXPERIENCE Convert

to Action

PURCHASE

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02. SOCIAL Incentivize

Participation

01: CONTENT Storytell for

Engagement

Lead Magnet Core Offer

RETARGET

Result

2016 DIGITAL MARKETING FRAMEWORK




@BALINDSIEBER | BALIND.CO | 7

01. CONTENT Storytell for Engagement

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Content that engages your audience rather than solely entertains them






– FORMULAS FOR ENGAGING CONTENT

– A) SOCIAL EXPERIMENT Capture an unexpected reaction from real people, based on a cultural trend B) COMMUNITY SERVICE Craft a solution that reduces friction in your audience’ lives and document its effect on them C) EXPLORATORY VIDEO Develop a story that has multiple paths or perspectives and allow your audience to choose their journey






– FORMULA A) SOCIAL EXPERIMENT

– Capture an unexpected reaction from real people, based on a cultural trend

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REAL PEOPLE

Ingredients

UNEXPECTED REACTION

BASED ON A CULTURAL

TREND






– E.G. COKE “REMOVE LABELS” SOCIAL EXPERIMENT

– People are asked to guess each others appearance based on meeting them in the dark

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Agency: Ogilvy – View Work



https://www.youtube.com/watch?v=84OT0NLlqfM




– FORMULA B) COMMUNITY SERVICE

– Craft a solution that reduces friction in your audience’ lives and document its effect on them

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CRAFT A SOLUTION

Ingredients

DOCUMENT THE EFFECT

REDUCE FRICTION






– E.G. VOLVO “LIFE PAINT” COMMUNITY SERVICE

– Volvo developed a light reflecting paint that cyclists can apply to protect themselves

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Agency: Grey – View Work



https://www.youtube.com/watch?v=CfWzeGlaFvI




– FORMULA C) EXPLORATORY VIDEO

– Develop a story that has multiple paths or perspectives and allow your audience to choose their journey

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AUDIENCE CHOOSES JOURNEY

Ingredients

MULTIPLE PATHS OR

PERSPECTIVES

INTERACTIVE STORY






– E.G. DELUXE “EXPLORE COLOR” EXPLORATORY VIDEO

– Interactive video where audience is able to click on any surface to view the color profile

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Agency: BBH – View Work



http://www.duluxletscolourmagazine.co.uk/interactive




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Your content is like your opening line when you meet someone new – It’s where you pique your audiences curiosity by entertaining, inspiring, or informing them





02. SOCIAL Incentivize Participation

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Leverage social media in ways that incentivize your audience to participate






– FORMULAS THAT INCENTIVIZE PARTICIPATION

– A) COLLECTIVE CREATION Allow an audience to openly contribute to aspirational content, determined through peer voting B) SKILL CHALLENGE Provide audience with fame opportunity by showcasing their skills in a way that encourages product use C) SHOW & TELL Short & inspiring demonstrations that answer common questions and encourage remixing from the audience






– FORMULA A): COLLECTIVE CREATION

– Allow an audience to openly contribute to aspirational content, determined through peer voting

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ASPIRATIONAL CONTENT

Ingredients

PEER VOTING

OPEN AUDIENCE

CONTRIBUTION






– E.G. PLAYSTATION “GAMER MASTERPIECE” COLLECTIVE CREATION

– Audience uploaded their likeness to digital paintings, winners got theirs recreated by an artist

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Agency: BBH – View Work



https://vimeo.com/123121780




– FORMULA B) SKILL CHALLENGE

– Provide audience with fame opportunity by showcasing their skills in a way that encourages product use

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OPPORTUNITY FOR FAME

Ingredients

PRODUCT USE

SKILL SHOWCASE






– E.G. FOOT LOCKER “HORSE WITH HARDEN” SKILL CHALLENGE

– Audience challenges NBA player James Harden to a virtual game of Horse

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Agency: BBDO – View Work



https://www.youtube.com/watch?v=d3n_FY559aQ




– FORMULA C) SHOW & TELL

– Short & inspiring demonstrations that answer common questions and encourage remixing from the audience

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SEARCH FRIENDLY

Ingredients

ENCOURAGE REMIXING

SHORT & INSPIRING






– E.G. LOW’S “#HYPERMADE” SHOW & TELL

– Instagram videos that demonstrate quick, creative home projects

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Agency: BBDO – View Work



https://www.instagram.com/explore/tags/hypermade/




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Social is like introducing new friends to hang with your old friends – Social proof has the equivalent impact on your audience as ratings & reviews have on Amazon shoppers





03. EXPERIENCE Convert to Action

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Digital version of your retail environment that converts your audience toward an action






– FORMULAS THAT CONVERT TO ACTION

– A) SOCIAL HUB House interactive content on a single social page, where

the payoff for engaging drives to a product page B) SQUEEZE PAGE Mix product information with branded content, and social proof, to create a story that ends with an offer C) INTERACTIVE QUIZ A thought-provoking experience that categorizes the audience and provides them with recommendations






– FORMULA A) SOCIAL HUB

– House interactive content on a single social page, where the payoff for engaging drives to a product page

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DRIVE TO PRODUCT

PAGE

Ingredients

INTERACTIVE CONTENT

SINGLE SOCIAL

PLATFORM






– E.G. MERCEDES “BUILD A GLA” SOCIAL HUB

– Allows audience to create a custom GLA on Instagram

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Agency: Razorfish – View Work



https://www.instagram.com/gla_build_your_own/?hl=en




– FORMULA B) SQUEEZE PAGE

– Mix product information with branded content, and social proof, to create a story that ends with an offer

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SOCIAL PROOF

Ingredients

BRANDED CONTENT

PRODUCT INFORMATION






– E.G. NEST “THERMOSTAT” SQUEEZE PAGE

– Mixture of features and benefits told through various media and woven into an interactive story

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Agency: Nest – View Work



https://nest.com/thermostat/meet-nest-thermostat/




– FORMULA C) INTERACTIVE QUIZ

– A thought-provoking experience that categorizes the audience and provides them with recommendations

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CATEGORIZE AUDIENCE

Ingredients

PROVIDES RECOMMEN-

DATION

THOUGHT PROVOKING






– E.G. NIKE “#BETTERFORIT” INTERACTIVE QUIZ

– Quiz that determines the 21-day training program that’s right for you, and recommends the right products

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Agency: Wieden Kennedy – View Work



http://www.nike.com/us/en_us/c/women/21-days-of-better-for-it




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Your owned experience is like inviting a friend into your home – It’s a digital version of the retail experience where you have complete control over every detail





My Name’s Balind – I’ve spent the bulk of my creative career designing experiences for digital games, advertising, and products.

In the last couple years I’ve found a new platform for interactive storytelling in the modern marketing campaign.

This framework was developed to streamline the process of generating ideas that fit within a digital marketing ecosystem.

Read more of my thinking on MEDIUM / SLIDESHARE

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Balind Sieber is a designer that applies UX principles to traditional

storytelling



https://medium.com/@BalindSieber

http://www.slideshare.net/balind

GET ANSWERS –

Balind Sieber

mailto:[email protected]?subject=Digital%20Marketing%20Framework











































































