Orchestrate

Digital Working in Concert

Kalev Peekna@kpeekna

Let’s Listen to Some Music

What Kind of Song Is This?

Là ci darem la mano – Mozart, Don Giovanni(Don Giovanni) Là ci darem la mano,

Là mi dirai di sì:Vedi, non è lontano,Partiam, ben mio, da qui.

(Zerlina ) Vorrei e non vorrei,Mi trema un poco il cor,Felice, è ver, sarei,Ma può burlarmi ancor!

(Don Giovanni) Vieni, mio bel diletto!

(Zerlina ) Mi fa pietà Masetto.

(Don Giovanni) Io cangierò tua sorte.

(Zerlina ) Presto... non son più forte.

(Don Giovanni) Andiam!

(Zerlina ) Andiam!

(Duet) Andiam, andiam, mio bene,a ristora r le peneD’un innocente amor.

(Don Giovanni) There I’ll give you my handThere you’ll say yes:See, it is not far,my love, let’s leave from here

(Zerlina ) Should I or shouldn’t I,my heart trembles at the thought,it’s true, I would be happy,I can still have fun!

(Don Giovanni) Come, my beloved beautiful!

(Zerlina ) It makes me pity Masetto

(Don Giovanni) I will change your fate.

(Zerlina ) Soon… I am no longer strong enough to resist

(Don Giovanni) Let’s go!

(Zerlina ) Let’s go!

(Duet) Come, come, my darling,to restore our pleasureof an innocent love.

Let’s Try That Again

What Kind of Song Is This?

Cheerleader, OMI

[Verse 1:]When I need motivationMy one solution is my queen'Cause she stays strongYeah, yeahShe is always in my cornerRight there when I want herAll these other girls are temptingBut I'm empty when you're goneAnd they say

[Pre-hook:]Do you need me?Do you think I'm pretty?Do I make you feel like cheating?I'm like no, not really 'cause

[Hook:]Oh, I think that I've found myself a cheerleaderShe is always right there when I need herOh, I think that I've found myself a cheerleaderShe is always right there when I need her

[Verse 2:]She walks like a modelShe grants my wishesLike a genie in a bottleYeah, yeah'Cause I'm the wizard of loveAnd I got the magic wandAll these other girls are temptingBut I'm empty when you're goneAnd they say

Comparing Mozart & OMI

OMI, Cheerleader

§ Catchy, danceable

§ Consistent dynamics

§ Common “pop” structure:– Verse, Hook (“chorus”) X 2– Instrumental -> Bridge– Hook

§ Meaning is in the lyrics -The rest is just fun

Mozart, Là ci darem la mano

§ Full instrumentation

§ Modulated dynamics & melody

§ Lyrical structure tied to dramaticmoment

– Call-response duet grows closer and tighter

– Finishes in unison

§ Meaning is orchestrated across the entire performance

What Does This Have to Do With Digital Marketing?

Digital Strategy in “We need to start using…”

199520012003200420072008201020112013

The WebVideoEmail/CRMBlogsMobile App/WebSocial MediaSEO (begrudgingly)Responsive DesignNative Advertising

You Don’t Need Any More Tactics

In the past ten years, “digital strategy” meant assembling an ever-expanding range of tactics.

B2B marketers now average active use of 13 tactics, of which 12 are inherently digital.

Source: B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends – North America.

92%83%

81%80%

77%77%76%

69%68%

65%62%61%

48%47%

0% 20% 40% 60% 80% 100%

Social MediaeNewsletters

Articles (website)Blogs

In-person EventsCase Studies

VideosIllustrations / Photos

White PapersOnline Presentations

InfographicsWebinars/Webcasts

Research ReportsMicrosites

Even As Our Confidence (and Spend) Rises…

Early skepticism is being rapidly erased as digital channels measurably prove their contributions.

Among CMOs surveyed by Accenture, 37% believe that digital will account for over 75% of their marketing budget in the next five years.

48%

44%

53%

52%

62%

56%

58%

60%

61%

63%

Social

Email

Branded Content

Search

Website

Increase in channel effectiveness from 2012 to 2014

2014

2012

Source: CMOS: Time for digital transformation, 2014• % of survey respondent who find each channel

“effective” or “very effective”

…We Are Less Confident in Overall Experience

In the same Accenture survey, CMOs reported that their ability to use multiple channels strategically and in an integrated way fell seven points, from 53% in 2012 to 46% in 2014.

39% 29%

How important is delivering an effective customer experience to your company?

Important Essential

44% 12%

How successful is your company at delivering an effective customer experience?

Very Successful Extremely Successful

68% 56%

Source: CMOS: Time for digital transformation, 2014

Among B2B CMOs surveyed:

Marketing Orchestration Is a Top Challenge

The top transformational problem in marketing is no longer “how to be digital.”

According to Forrester Research, the top problem is about how to coordinate and integrate fragmented activities into a coherent customer experience.

In short, the new goal is orchestration .

18% 18%

17% 14%

13%13%

0%

10%

20%

30%

40%

50%

60%

Long-term Relationships Cross-channel Experience

Which are your marketing organization’s top three goals?

First Second Third

Source: Commissioned study conducted by Forrester Consulting on behalf of Responsys, 2013

Marketing OrchestrationAn approach that focuses not on delivering

standalone campaigns, but instead on optimizing a set of related cross-channel

interactions that, when added together, make up a personalized customer experience.

So, How Do We Do That?

A typical consultant would break it down into set of best practices using a model like the 3 P’s.

Or is it 4 P’s?

Or is it 7 P’s?

Or is it 3 P’s?

Best practices lead to competence, not innovation.

LOL NOPE

Let’s Start by Exploring Orchestration

When the goal is truly innovative, or otherwise not completely clear, a different approach often works better. Design-oriented thinkers typically start by creating a clear vision of the future state, and then back into analysis of what it takes to get there.

ScoreWhich melody

InstrumentationWhat plays

DynamicsHow loud

CadenceWhat beat

AudienceFor whom

Score

Score is your Brand

For a digital marketer, brand represents the core of what you do – the score you intend to play. In both

music and marketing, the score is both the guide and the unifying force pulling every action into a coherent

experience.

Music Has Changed… but Scoring Hasn’t Much

ca. 1400 ca. 1790 ca. 2010

…But How We Execute Has Changed

Digital hasn’t changed how we define brands, or eventhe end goal of brand. But it has changed almost everything about how we execute.

Brand Idea:

Brand Persona:

Brand Strategy:

Communications Strategy:

Tactics:

Overall Customer Experience:

Essence and Purpose

Voice, Brand DNA, and Actions

Activating the persona in order to achieve an outcome

What we will say and when

Logistics of executing the strategy

The foundation of everything; the only thing that really matters

How Digital Has Changed Brand Activation

Digital has changed completely the contexts in which we experience brands. New channels, platforms, and content types have all disrupted traditional tactics by which marketers create brand experiences.

Digital is now the first, and often the most important, experience our clients and customers have of our brand.

There are two more fundamental challenges that digital has posed to traditional brand planning:

§ Natively digital visual expression

§ Brand-integrated content

Natively Digital Brand Expression

We know the usual visual brand architecture of logos, colors, and typefaces.

Digital brand expression extends that framework to include:

§ UI patterns

§ Motion & animation

§ Transitions

§ Video

§ Interactive content

Digital Brand Languages

Forward-leaning brands develop expressions systems that place digital at the center of the design language:

§ BBC Global Experience Language

§ Google Material Design

These systems are critical to ensuring visual/UI consistency across multiple contexts, both digital and analog.

Avoiding Brand Fade

Digital has not only changed the look and feel of our brands; it has also undermined our ability to rely solely on visuals to create brand associations.

Cross-channel “success” for digital content leads it farther away from marketing-controlled contexts. Brand associations must be inside the content itself.

Brand-Integrated (Not Edited) Content

Integrating brand associations into content requires more than sharp editing. Tone and style are important, but so too are the themes, formats, narrative approach, and even target audiences –aspects decided without marketing guidance.

TED@BCG: Though there is no “traditional” visual brand framework, the brand associations are clear – and apparent even as the content is shared throughout other digital networks.

But:Score Is Only the Start

Valerieby Amy Winehouse

Valerieby Amy Winehouse

Instrumentation

Your Tactics Are Your Instruments

The same notes can be played by many different instruments. Similarly, the same content can be

deployed across a range of channels. Good orchestrators know the voice of each instrument, and

choose which ones, and how many, to assemble.

New Choices Aren’t Always Good Choices

The Classical and Romantic periods saw a rapid expansion in orchestral instrumentation, especially in areas like brass, woodwinds, and percussion.

But not every maestro used every new instrument in their work. Most took the opportunity to choose selectively depending on the mood and intended setting.

(Except maybe Wagner)

Digital Marketing “Explosion”

Choice paralysis is still one of the biggest issues for digital marketers who are evaluating their tactics.

We are littered with “helpful” infographics that illustrate the problem.

Choice Expansion Continues For Digital

But real guidance is thin on the ground.

Not even respected thought leaders like Gartner always succeed in clarifying the situation.

Stable Patterns Are Emerging

In areas like social media, we now have a better understanding of which tactics are effective for different kinds of content.

New Tactics Require Strategic Evaluation

Digital marketing innovation isn’t slowing down. When new tactics emerge, they should be evaluated not just for potential reach, but also for brand alignment and authenticity.

For example, native advertising is an attractive paid option for many B2B content marketers.

But overall effectiveness depends on more than engagement and exposure.

Dynamics

Variety Gives You Dyanmics

Dynamics refers to how musicians use loudness and softness. Too loud or too soft leads to audience fatigue. Good marketing orchestrators don’t “amplify” everything

– they use modulation and variety to retain interest.

Amplification Is Good. Sometimes.

Marketing amplification means different things to different “experts” (often based on what they’re trying to sell you).

At the core, it refers to the simple desire to ensure that your marketing efforts are heard widely and loudly.

Musicians often feel the same way. Enter the cannonball.

What’s Your Cannonball?

In B2B marketing, the “cannonball” is the Big Campaign, centered around a key piece of thought leadership created and distributed as a “publication.”

Not That There’s Anything Wrong With That.

Key campaigns can be “natively digital” and often represent the best of our cross-channel marketing. Sometimes you need a cannonball to get someone’s attention.

But they require work – work to produce, work to promote, and work to consume. And they can’t be relevant to all users at the same time.

Arranging “Loud” and “Soft” Pieces Together

Most of us have the variety we need – longer articles, shorter updates, social, infographics, etc. – but most still arrange and publish our content separately according to type.

Arranging content according to user-relevant topics, not by type or format, builds engagement for the long term.

The “cannonballs” are still there to help get attention, but variety of length and format fills in the gaps and develops more interest.

Cadence

Cadence

The Cadence of a song can lend it a specific mood, or mark it for a specific purpose (like dancing). But it also is what allows multiple performers and instruments to stay

synchronized. Knowing your cadence is the key to staying on-beat.

Know This Beat?

Pop Music Knows the Importance of a Beat

Top producers can charge, before royalties, anywhere from $50K to $300K for just the baseline of a new hit song – without lyrics, melody, or studio production.

This is Timbaland…

…after earning $250K for oneAaliyah song...

This is Justin…

…after paying the bill for “SexyBack”

Keeping the Beat With a Documented Calendar

Editorial calendars – tools that plan out the what, when, and where of content distribution – are widely recognized as an important tool. Yet few B2B marketers document any part of their strategy.

Yes, documented

35%

Yes, not documented

48%

No14%

Unsure3%

Do you have a content strategy?

Source: B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends – North America.

54%Of B2B marketers who rate themselves as “highly effective” have a documented content strategy.

Editorial Calendars Are Your Baseline

There are many examples of editorial calendars to follow. Most are matrices that simply give you a plan for arranging:

§ Channels

§ Topics

§ Formats

§ Workflow

§ Timing

Specific Timing Is an Important Part

Understanding timing begins with knowing when to meet users on their own terms.

This is especially important when communicating globally.

User research shows that constructing the proper context drives engagement. Ignorance of context can hurt you.

Source: Pure 360

Source: Hubspot

Arrange Timing to Create a Cadence

Developing a true cadence is about more than just timing individual pieces. It’s about arranging pieces to carry key themes across time and get the most ROI from each content investment.

PwC Annual Global CEO Survey

Pre-launch Launch Post-launch

Audience

From Audiences to Users

Digital strategists tend to talk about users, not audiences, even when focused on marketing. This is

because digital is inherently participatory; unlike the “audiences” of traditional marketing, digital demands

you offer your users a specific role to play.

Audiences Love to Sing-Along If You Let Them

Whether listening to a concert or looking at our advertisements, the traditional “audiences” are increasingly irrelevant in digital media. Digital users want to sing too.

In December 2015, Chicago will celebrate its 40th annual “Do It Yourself Messiah.”

All choral parts are sung by the audience, not professional singers. Each trains on the music and sings an assigned part.

https://youtu.be/aWruieoZcF0

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User Participation Shouldn’t Make You Nervous

When someone mentions “user participation,” marketers get anxious.

10 years ago, user participation usually meant some kind of user-generated content, or at least comments and/or ratings.

And we all know comments attract the most dreaded of all digital monsters, the troll.

There’s a Reason Comments Don’t Work

There’s reason people call comments the “bottom half of the internet.” Many media outlets (and B2B marketers) have shut them down altogether.

So why do comments elicit either trolls or complete silence?

Because when you ask for a “comment” you aren’t asking for participation.

You’re asking for a critique.

New Models for User Participation

As in the “Do It Yourself Messiah,” true participation depends on shared goals and purpose. Newer models for digital user participation are more structured, guided, and ultimately useful for both user and brand.

Medium.com Kindle iOS app

User Participation Can Guide More Than Output

Good marketers research their audiences. Great marketers research their users. Extraordinary marketers invite users to help design their efforts.

Participatory Design Methods

Card Sorting

Affinity Mapping

Prototype Walkthroughs/Testing

Focus/Ideation Groups

Coda

Three things you should know about Estonia

It’s natively digitalThe language is…

weirdEstos are nuts about singing

JäääärKuuuurija

Töööö / ÖötööHäid Jõule

NO GENDER NO FUTURE

27 VOWEL SOUNDS

14 CASES 3 LENGTHS

Welcome to the Singing Revolution

https://youtu.be/bm4EC01u0-4

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Orchestrate

Digital Working in Concert