building brand awareness london 24 jan

@PrecedentComms #PrecSem

Building brand awareness in the digital world29 January, 2013

John CampbellDirector

Rob van TolSenior Consultant

Building brand awareness 2013

11.Grabbing attention in a widening market

2. Assessing your market

3. Distilleries engaging globally

4. Maximising your mark

5. Driving people to you

6. Responding to the challenge

7. Mobilise your site

8. Addressing a wider market

9. Considering the future

Discussion

How are you presenting your brand?

Viewed of as:The noviceThe enthusiastThe devotee

We considered their web space, social and mobile presence

Customer engagement through use of digital channels to meet customers needs.

11.Grabbing attention in a widening market 2. Assessing your market

Discussion

3000Estimates suggest that on average

a person in the UK is exposed

to more than 3,000 brand

and advertising messages

1,000,000,0

00active Facebook users in the world

Herbert Alexander Simon, an American psychologist summed this problem up in a simple quote:

A wealth of information creates a poverty of attention

So attention is what all brands are now fighting for.

Gaining attention is the first step to having a conversation with consumers.

This may sound obvious buttoday's problem is getting consumers to consume advertising

Traditional advertisers’ model suggested consumers went through a linear process: AIDA Attention | Interest | Desire | Action

In today's world Attention is the major and key factor in the process of converting non-consumers to brands

How to gain attentionFirstly understand the triggers

The Attention Triggers

People have little control over the

emotional drivers, such as sex,

status and danger. These focus their

attention and can distort or mask the

true subject matter.

As long as the consumer sees relevant content, he/she is going to stick around or return again – this creates opportunities to have a selling conversation.

Uniqueness is the key trigger to a successful

campaign. People are looking for new things,

different prospective, something to talk about, to

make themselves look good, or sound

knowledgeable within their circle of friends/work

mates. This is social currency/social fashion.

Emotional

Relevancy

Uniqueness

UniquenessIn today’s culture, the things that stand out do so because they are extremely unique.

You can’t just be slightly different, you need to do something a little more extraordinary to really catch people’s attention.

UniquenessThe only way to be unique is to be yourself and let a part of you and your personality be reflected in your product.

Don’t try to be all things to all people, stand for something.

2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Driving people to you6. Responding to the challenge7. Mobilise your site8. Addressing a wider market 9. Considering the futureDiscussion

Traveller touchpoints

Simple

Book CountDown

Journey Arrive Experience Leave

Inspire

Dream Remember

Excite First AidHit the Ground

RunningJournal

Go with the Breeze

Laters

Connect

Explore

Simple

Book CountDown

Journey Arrive Experience Leave

Inspire

Dream Remember

Excite First AidHit the Ground

RunningJournal

Go with the Breeze

Laters

Connect

Inspiration Looking After RetainOrganise

Orientate EngageCross SellFocus & Magnify

(Co)Plan

BookProblem

SolveActivities (Re)Book

Au Revoir Member Reunion

Traveller touchpoints mapped company response

low identified fan

medium identified

highly identified

User research methods

Remote(International)

Personal

PermanentStakeholder(Staff)

TransientStakeholder(Travellers)

Face-to-faceInterview

Workshop

Crowdsourced Idea Storming

Traveller Questionnaire

Staff Survey

Buzz Monitoring

Crowdsourced Pain StormingExperimental Sandpit

Persona DevelopmentInsight

Diary Study

Phone Interview

User research methods

GoalsFind relevant servicesHave a real person’

BehavioursAll his energy goes into his business

Be upfront with costsMeet deadlines

must not

Be overly complexBe slow to respond

Knowledge

Experience

Service

Technology

Influencers

Networks

Opinion

Research

Events

“My needs change with time. I want someone that is proactive, that I can trust and that isn’t going to rip me off”

Ash, 40, small business owner Commercial client

User research outputs: Personas

User research output: Channel Roadmap

2.Assessing your market

3. Distilleries engaging globally4. Maximising your mark

Discussion

Some findings

1.Web sites are seen in isolation

2.Brands are: not differentiating not balancing the educational and emotional needs not giving clear calls to action

3.Are being stereotypical

Simple and quirky

2.Assessing your market

4. Maximising your mark5. Driving people to you

Discussion

We need to sell more ….

I need a ….

As a new parent, I want to save money, so that I can have enough put aside for when my son goes to university.

Attract new customers

Retain existing customers

Build trust

Increase reach

Sell something

Outcomes for your website

Decisions are rational and emotional

It is impossible to engage someone if you don’t know what’s motivating them

Framing

Feedback loops

Goal setting / Achievements

Familiarity Bias

Making an emotional connection

“Less than a cup of coffee a day”

We are engaged by situations in which we see our actions modify subsequent results

We are engaged by experiences that can bring meaningful achievements

Narrative elements are more believable

“Storytelling is the best way to

emotionally connect to people. We all

have stories in common so instead of

listing facts and figures on your

website, tell the story behind them.”Robert Mills

Info-graphic

We prefer things that are familiar to us

“Showing personality in your app,

website, or brand can be a very

powerful way for your audience to

identify and empathize with you. People

want to connect with real people and

too often we forget that businesses are

just collections of people. So why not let

that shine through?”Aarron Walter

Brand is expected to be dehumanised?Government (Local and Central) | Law | Financial ServicesIntrovert organisation?Science & Engineering | Government (Local and Central) | Financial Services

So why not let that shine through?

Keep private & work identities separate?Government (Local and Central) | Financial Services

51. Grabbing attention in a widening market

5. Driving people to you 6. Responding to the challenge

Discussion

Integrated campaigns Twitter | AR | Video | TV | Bus shelters

Social Media connections

Social Media organised connections

Building brand awareness 2013Ref DAVID ARMANO

Social Business?

Social media is no longer simply about the conversation.

Social Business is about making all material in the company shareable and findable.

Empower your employees and clients will share, comment and engage.

Changes in people, process and platform needed

Social and the enterprise

Be Personal (Use your own voice)

Know your audience

Focused (what’s really important)

Interesting, useful & timely

Quick to read (400 – 1,000 words)

Enable a community (question, listen & interact)

Buzz monitoring

Social media control centre

Digital marketing must match your individual problems and culture because without a custom fit, you’re missing the point

6. Responding to the challenge7. Mobilise your site

Discussion

Tactic 1: SEO

Building brand awareness 2013@precedentcomms #PrecSem

Tactic 1: SEO

B2B and B2G Oil Exploration FTSE 100 Company

1. Integrate social media with their normal public relations activities

2. Put in place three tiers of response:

Listening (know what is being said)

Proactive (get your own message out)

Reactive (rebut falsehoods)

3. Expand media relations to include Cairn/ industry advocates

Case Study: Cairn versus Greenpeace

Target response only to Cairns’ audience

campaigns are the way to market digitally because without targeting you’re just paying to spam

campaigns are the way to market digitally because with targeting you’ll be able to track your success

To help 11-18 year olds be better informed about drinking, smoking and drug taking

Some findings1. Need to add personality to posts

2. Integrate channels

3. Analyse reach and not just numbers

7. Mobilise your site8. Are you getting a return

Discussion

Mobilise your community

Mobile, a growth channel that your users choose and enjoy using, don’t disappoint

Android

Window

Various platforms: traditional web browsers solutions to the many mobile platforms

Do you know environment?Smart TV

Blackberry

Take the time to understandyour user’s behaviour andcontext

Don’t just follow the web1

Move from a 4 to 6 step process

Provide a quick quote?

Mobile users:

Short bursts of activity typically Time restricted often Goal driven Loves using their phone Will tell others of a good experience Needs a simple uncomplicated

experience

Take the opportunity to innovate in designand function

Responsive

Framework

Native

Mobi: Easier to implement

Responsive: Whole site approach

Mobile Frameworks: Develop once

Content leads approachMobile from the ground-up

Custom approaches

Considered context

Specific content

A mobile first content approach

Making mobile from pre-existing

Desktop applied to mobile

Stress / break points

Reworked content

An adaptation approach

iPhone A

Multi Device Initiation

Customer Journey & Design

Multi Platform Development

Today: Silo projects

Tomorrow: Multi device projects

New Teams? New Owners?

Strategic change typically needed?

Mobile: a growth channel

Don’t disappoint (egGlenmorangie)

Don’t be afraid to innovate

Don’t delay in providing a solution(think-apply-review-refine)

8. Addressing a wider market 9. Considering the future

Discussion

What is your international opportunity?

Optimise for the target market Increase visibility across channels Acknowledge existence of the market Engage with local distributors Create micro sites as appropriate Establish local language advocates Work to build brand awareness Aim to gain brand loyalty Don’t cut corners Plan and agree strategy

Key considerations

9. Considering the futureDiscussion

The technology hype curve

Back in 2010

Corning’s Vision: A day made of Glass

Blippar™ is the first image-recognition phone app aimed at bringing to life real-world newspapers, magazines, products and posters with exciting augmented reality experiences and instantaneous content.

AR in practice

Mobile payments

Mobile advancement (NFC)

QR everywhere

Socially integrated TV

Gamification

The Facebook phone

Social as a protocol

Think big

Start small

Act quickly

Who are Precedent?

A communications consultancy specialising in delivering creative solutions for a digital world.

A UK Top 10 digital design agency

– 80 experts

– 5 sectors

– 5 locations

– 21 years

About us

Find our Precedent group on LinkedIn for a chance to find out more about our seminars, network, share ideas and quiz the Precedent team on seminar issues and more!

and follow us at @precedentcomms for Precedent news, seminar info and general observations#PrecSem

We believe in…

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building brand awareness london 24 jan

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