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We’re All Divas Now — How to Reach High-Maintenance Consumers with Your Brand Story Consumers have taken over, and they’re driving conversations that brands once owned. They’re doing this across channels, applications, and devices. For brands and interactive marketers, this makes defining and delivering a consistent journey and value-centric story for consumers exponentially more difficult. From social editorial content planning to mobile application messaging and email communications, brands and agencies have their work cut out for them. Additionally, consumers – and their shortened attention span – have a ridiculously high bar for brand impressions. Transparency and relevancy are no longer enough. They demand value. They thrive on having and knowing things early. They socialize through sharing. Moderator: Julie Rezek, Seattle Wunderman Network Panelists: Kelby Johnson, Seattle Wunderman Network Esther Lim, Story Worldwide Jessica Michaels, BreadNButter
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We’re all divas now
Big data buzz
1,350,000,000 Search results for “What is big data?” (Yes, that’s billions)
120+ TwiDer accounts for
big data
2 million PDFs to read on big data
2010: 0 2012: 9,000
Job search results for data scienLsts
Source: IBM
112,000,000 Blog posts discussing big data
70,000 Wikipedia “big data”
hits a month
Every minute of the day…
YouTube users upload
48 hours of new video
Facebook users
share 684,478 pieces of content
Twitter users send over 100,000 Tweets
Brands and organizations receive
34,722 “Likes”
Instagram users share
3,600 new photos
Foursquare users
perform 2,083
check-ins
Wordpress blog owners
publish 347 new blog
posts
The mobile
web receives
217 new users
Email users send
204,166,667 messages
Consumers spend
$272,070 on web
shopping
Source: Domo
Create memorable experiences
Experience framework
Understand
Integrate
Build
Marry digital and empirical research to understand passions, perceptions, and motivations
Holistic thinking across all customer touch points leads to integrated planning
The magic is in compelling creative and interactive assets that drive engagement
Listening enables you to identify trends and optimize the marketing mix
Customer Ecosystem
Optimize
Craft lasting connections
People want stories. They are dying for them
“People want stories. They are rooting for us to give them the right thing.”
Great Characters
Customized Journeys
Authentic Storytelling
Compelling, Meaningful Experience
Audience Knowledge
Make your brand personable
Identify authentic areas for storytelling
Don’t be everything to everyone
Know and respect your audience
DEFINE THE STORY Understand the brand and the story you want to share
MAP BEHAVIORS AND KPIs Understand the behaviors you want to drive and the actions you want audiences to take
Map the experience journey
Awareness (Mindset) Consideration (Needs) Trial (Expectations) Behaviors/Metrics Behaviors/Metrics
All journeys roll back up to the core story
MULTIPLE SCREENS = MULTIPLE TOUCHPOINTS
E-Marketer reports that between Q1 2102 and Q1 2013 tablet search grew 85% and mobile search grew 90%
COMPLEXITY
- Multiple OS’s - Multiple Screen Sizes - Targeting complexity - Attribution complexity - App environments
EVERYTHING HAS AN ACTION AND A VALUE, EVEN IF IT’S NOT A TRANSACTION
AWARENESS AND BRAND ENGAGEMENTS – TYPICALLY FALL HERE
EMOTIONAL
RATIONAL
SHORT & FLEETING
LONG & DEEP
DIRECT MEDIA TACTICS – TYPICALLY FALL HERE
PAID
OWNED
PAID
OWNED
EARNED
PAID
OWNED
EARNED
CREATING A VALUE EXCHANGE
DRIVING VALUE
FOR THE BUSINESS
• Igniting and capturing active demand
• Attracting the highest yield customer
• Facilitating and leveraging advocacy
• Enhancing brand perception and consideration
• Establishing incremental value for participating or engaging with a brand
• Using marketing as a service to enhance the customer experience
• Provide access and assets – a reason to talk
about you
FOR THE PEOPLE
AUDIENCE + GEO + CONTEXT “CREATING CUSTOMERS WHO CREATE CUSTOMERS”
Source: P Drucker
STORYTELLING WITH DATA
Advanced Targeting & Attribution Modeling
Media & Platform
Integration
Access to Actionable
Data
Process and Organizational
Rigor
Defining KPI’s &
Measurement Rationale
Do I need a DMP? How do I find high yield customers and maximize our media budget?
Do I need to invest in mobile apps? What about mobile and tablet display?
Should I buy third party data? If so, what data matters to our business? How can I set up a testing matrix?
How do I manage our social outreach authentically and at scale? What is my POE media budget mix?
What's KPI’s matter most…. reach, clicks, engagement, brand lift, filling retargeting pools, likes etc.?
INNOVATORS
