metropolia digital marketing final-pg
TRANSCRIPT
Peter Green; Sensing Ltd, part of the Sipuli Group [email protected] / +358405707911 / @pvgreen
Engaging Digital marketing campaign - events. Before, during and after
• Serial Entrepreneur:
• Partners/clients:
• Officials:
Peter Green [linkedin/in/petergreen]
Mobile Sensing Technologies
• Defines, designs and executes Digital Added Value servoces for events and physical encounters: www.sipuligroup.com
• Digital lifecycles/paths for events
SipuliGroup. What Up?
Katriina Uusitalo Katapulssi ex Nokia
Sipuli Core:
Peter Green Sensing ex Satama Interactive
Jouni Salonen Petopro ex Nokia
Johanna Sarviharju Fjord, Free ex Satama Interactive
Sipuli Layers, for example:
- Service Designers - Event Producers - Visual Designers - Event Agencies (also customers) - Techincal service providers - Difgital producers/Freelancers - Marketeers customers
Digital Events: Key Points
• Before-During-After
• Social Media (Mobile)
• Content Marketing -> Context !
• People & Places Context – Digital screens everywhere, ”people and places” & ”us services”
• Concept: Call To Action–clear, fast, easy
• Event Marketing AIDA model
> Screens at events(2000 -- 2015)
Event advertisement • Universal marketing tendency is to shift from selling products or services to
selling experiences,
– Requires holistic thinking and user centric design => design thinking
• Each advertisement is subjectively interpreted - rationally, emotionally and culturally. The success of advertising depends on human behavior which is generally not predictable and hence is inexact by nature.
– => use service design with human centric methodologies, would suit well for advertising.
Involvement
Tell me and I will forget
Shopw me and I will remember
Involve me and I will understand
(Confucius)
Customer relations management (CRM) • Interaction that a company or organization has with its
customer, whether it is sales or service-related
• Enables businesses
– Understand the customer
– Retain customers through better customer experience
– Attract new customer
– Win new clients and contracts
– Increase profitably
– Decrease customer management costs, e.g. deploying automated event invitation processes
Digital brings new potential
Face-to-face meetings
Digital
For example: New dimensions and tools for meetings Invoving more ipeople (crowdsourcing) Interactions, games, participatory campaigns Alternative ways to communicate – to send and receive content
Before
After
During
Social Media (Mobile)
• SoMe widely in use before the event, focused heavily during the event, and continuing the expereince afterwards (prep for the next event)
• Enables virtual events – yet f2f events still king
• Well planned SoMe enables metrics & analytics
• Basics of community managements, clear value add, service
• FB, Tw, IG, WhatsApp etc (like Livepinion poll)
Building event communities
Network
3. Networking
1. Content
4. Continuity 2. Context
After event What before?
People make a network, jowhere eveyone is max six degrees / steps away from others. Everyone > At events everyone is much closer
Lähde: http://en.wikipedia.org/wiki/Six_degrees_of_separation
Networks
Content Marketing
• Current trend – basis for SoMe. Also for events
• Channels to be considered carefully for each event and action, for specific target audiences
• Before: basics, clear info, registration, community building (who’s there, how to communicate)
• During: SERVICE, networking, participating, being involved with the event entirely
• After: Materials, videos, pics, community, discs
SLIDESHARE-time (let’s borrow some)
Digital PR for events by Chillisauce:
http://www.slideshare.net/MichaelChidzey/digital-pr-for-events
Social Median and the future of Event Marketing:
http://www.slideshare.net/Eventbrite/social-media-the-future-of-event-marketing
27.1.2015
”Place Based Screen Media”
LocaModa Jumblii NYC
Attention
The total mass contacts of the campaign (Outdoor Impact research and VAC measures)
Interest
Can be measured for example with attention value measurements
Desire How many gets excited
Action
How many gets involved
Traditional AIDA and the long tail
©2005 SATAMA INTERACTIVE
2000
Text
Multimedia
Multiplaying
Internet
2002 2004 2006
Music
Television
Individual content creation Community building
Competition and gamification Promotion and campaign building
Screen concepts at Events (2000 - 2015)
Clear Channel Dialog in a nutshell Interactive DOOH concept & cases
Spring 2014, Clear Channel Finland
[email protected] @pvgreen
Digital out-of-home
DOOH is a true massmedia that is creative and engaging to connect brands with people when they are active and out-of-home
Creative Richness/
Animated content
Relevance/ Day Parts
Immediacy/
Dynamic content/ updates
Engagement/
Interactivity
>DIALOG
also NFC These are the four cornerstones of the DOOH contents, and the Interacivity/ Engagement is yet opened into Dialog
Clear Channel DIALOG • Interactive, engaging OOH advertising • 1. Touch interaction • 2. Natural Interaction, movement • 3. Mobile Channels; text, web & SoMe
and Adshel 2.0 for NFC dialog
VR, the national railway company of Finland,
together with Berner Greencare, Tahvoset
Garden and Clear Channel created the
Ihmepuutarha –promotion for the second
time
It is a summer long campaign within the
station’s platform area, transforming it into a
green living room
Clear Channel installed a dominated double-
sided touch enabled DD –device in the
garden
The screens are showing timed (Day Parts)
advertising messages in a loop by all the
partners, measuring people’s happiness by
touching&growing the virtual tree and
streaming Instagram images onto a screen,
with daily photo battle using touch screen
Dialog with Touch; Ihmepuutarha (Wondergarden)
The Kinect Natural Interaction campaign for the Frankenstein–play (National Theater) got hudreds of spectators jumping in front of the Clear Channel Shopping Digital devices. The aim was to give energy; warmth and love to the virtual Frankenstein ”creature” – and the movement gathered big crowds of Interested and Desired people around. >> See the video
Dialog with Natural Interaction; Kinect movement control
Dialog wit Mobile; Names on a Coke bottle
Coca-Cola’s global Share a Coke campaign on The Wall
Names sent via Text Messages (SMS) appeared on Coke bottle
in real time (after moderation), and Street Team activated people
to Share a Coke
The spot was running in a 2 hour ”Impact Zone” domination on
the Wall in five days (instead of standard spots within a loop)
The Universal Music’s 30 Seconds to Mars Tweet
Hunt –reveal campaign started with a 30 seconds
video clip by the lead Singer Jared Leto asking the
Finnish fans to join the Tweet Hunt to reveal the
unique band picture
The campaign consisted of altogether 9 versions
of this unique image, which was revealed part by
part as the Tweets came in. The target of 1000
Tweets was received in 22 hours, and the fans
were greeted with this exclusive image in full, and
an URL to special fan competition
Latest tweets were dynamically shown on the
Wall, and the local Echelon fan club was activated
for the campaign moderation
The campaign was shown as 20 second double
spot supported with selected Shopping Digital
screens inside the Kamppi mall
Dialog with Mobile; 30 Seconds to Mars Tweet Hunt
TASK
Create a brief digital marketing campaign plan. The aim is to engage the chosen target audience (segmentation) before, during and after a cultural event and boost recommendation (viral effect).
First, plan segmentation: target audience that you want to engage. Define USP, campaign targets, measuring tools and criteria. Create a creative idea. Define touch point strategy and campaign roadmap. Use mind mapping, process description and other planning tools.
Finally, pitch the plan to get comments and recommendations. Teacher: Laura-Maija Hero
• Pitching + presentation
TASK: Linnanmäki Events – case Gymnae Strada
• Gymnae Strada global gymnastics event summer 2015
– Many events around Helsinki
– Linnanmäki as one event venue
• Who could partner up with Gymnae Strada / Gymnastics in general to benefit from the buzz, and support the Gymnae Strada Event
• Share your key idea (SMS/Twitter @Poll)
Links to videos
Frankenstein Kinect: https://www.youtube.com/watch?v=8dUJpEXjfVo Mentos Mobile Game: http://vimeo.com/108783190 Plan Finland: Sponsor a Dream webcam http://vimeo.com/109314118
QR code • Quick Response code • 2 dimensional bar code • Can contain a phone number,
SMS, URL or contact details • The code is identified by the
four squares (red arrows). The horizontal and vertical lines (highlighted in yellow), which alternate black and white, are used for alignment.
• QR code generator (example) at http://qrcode.kaywa.com
Near Field Communication (NFC)
• The N-Mark is global in scope and is available for use in applications that are compliant with the NFC Forum's NFC Data Exchange Format (NDEF) specification and where the tags used meet the NFC Forum Type 1-4 Tag Operation specifications