taking scotland to the world: making your mark digitally

@precedentcomms #PrecSem

Taking Scotland to the worldMaking your mark digitally1st Nov, 2012

John CampbellDirector

Ryan SackettConsultant

Making your mark 2012

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


http://www.thepensionsregulator.gov.uk/index.aspx


1.Grabbing attention in a widening market 2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5. Considering the futureEnd


Grabbing attention


3000Estimates suggest that on average a person in the UK is exposed to more than 3,000 brand and advertising messages a day


1,000,000,000active 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.And 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 have always followed a model that suggested consumers went through a linear process they called AIDA - Attention, Interest, Desire and 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.

This is the most important trigger and the key 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

I thought one couldn't enter a tangent but only touch one. Apparently, Tangent is the "grass seed capital of the world".

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.

1.Grabbing attention in a widening market

2.Assessing your market3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd


Assessing


Traveller touchpoints

Simple

Book CountDown

Journey Arrive Experience Leave

Inspire

Dream Remember

Excite First Aid Hit the GroundRunning Journal Go with

the Breeze Laters

Connect

Explore


Simple

Book CountDown

Journey Arrive Experience Leave

Inspire

Dream Remember

Excite First Aid Hit the GroundRunning Journal Go with

the Breeze Laters

Connect

Explore

Inspiration Looking After RetainOrganise

Orientate EngageCross SellFocus & Magnify (Co)Plan

Book ProblemSolve Activities (Re)Book

Au Revoir Member Reunion

Twitter

Mobile

Campaign

Idealise Parallel Twin Value Convert

Believe in you as a change agent

Have the same experience

Want the same things / agenda

See the personal benefit

Call to Action

Busy, busy, busy! She’s just like me I could use that

Audienceeg, ABC1 Fence

Sitters

MediaAudience

Audience

Audience

Per audience, pick which media will communicate the planned emotional attachment and CTA

Persuasive techniques

Incentives (Right) MessengerNorms (what others do)Defaults (go with flow)Salience (value or novelty)Priming (setting expectations)Affect (emotional message)Commitment (promise to do)Ego (Feel better about yourself)

Conversion funnel

Awareness (could do)

Options (might do)

Evaluate (thinking about doing)

Shortlist (maybe convert)

Convert (buy / sign-up)

Planning for the audience


Idealise Parallel Twin Value Convert

Web site: must be directed to a strong presence.

Mobile site: mobile channel should be used for promotional connection. QR & AR opportunity

Ad campaign: general awareness

Website: clear information providing unbiased and positive reasons to select.

Mobile: optimised experience on the mobile

Event module: a clear areas on the web site for events.

Blog: blogging from TGB and personalities to introduce current and personal experiences.

Web Site: Link to the products to offer product with sign up.

Share: promote the tell a friend option across the social space

Website: simple and easy to follow sign up.

Webshop: clear link and initial discount in the webshop.

Promotion: Tell a Friend

Touc

hpoi

nts

Opp

ortu

nity

Press reporting

TV, broadcast

Advertising

Impact analysis Promotion to join, product give awayEvent

promotion

Regular connection – Twitter, email

Sign upSocial connectionFacebook /Blog

Reporting and blog of success

Personal connection

Digital promotion – AR & QR potential

Opportunity chart


Digital

Physical

Awareness Interest Desire Action

Word of mouth

Landing page

Web site

PR

Tourism agency

Online ads

Email

Staff

Shop

Web site

Direct marketing

MobileSocial

E-newsletter

Being integrated


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

Research methods


low identified fan

medium identified fan

highly identified fan


GoalsFind relevant servicesHave a b+m ‘person’

BehavioursAll his energy goes into his business

b+m mustBe upfront with costsMeet deadlines

b+m must notBe overly complexBe slow to respond

KnowledgeExperience

Service

Technology

Influencers

Networks Opinion

ResearchEvents

Peers

“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

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

3. Distilleries engaging globally4. Maximising your mark5.Considering the futureEnd


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.


Some findings:1. Web sites being seen in isolations.2. Brand are not differentiating and

balancing the educational and emotional needs and the clear calls to action.

3. Stereotypical


http://www.laphroaig.com/home.aspx

1.Grabbing attention in a widening market 2.Assessing your market3. Distilleries engaging globally

4. Maximising your mark5.Considering the futureEnd


Let your website do the talking


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


We must understand our users, and their motivation

We must balance our outcomes with our users’ motivation

We must respond to the context

We must engage our audiences


What is engagement?

…the process of forming an attachment (emotional and rational) between a person and a brand.

engagement measures the extent to which a consumer has a meaningful brand experience when exposed to a particular experience.

turning on a prospect to a brand idea enhanced by the surrounding context


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


Grab their attention

Help them comprehend the proposition you are making

Give them what they need to make a decision

Enable them to recall you and your offer

Give them satisfaction


FramingFeedback loopsGoal setting / AchievementsStoryFamiliarity 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


Driving people to you...Digital integration or isolation?


Social Media is not about exposure but influencing individual consumers to buy your product, engage with your communication teams, share your ideas, and tell their friends about you.

What is Social media

Making your mark 2012Ref DAVID ARMANO


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.

Social and the enterprise


• Need of the 'life' of the company.• 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)


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


individual problems and culture because without a custom fit, you are missing the point.

The internet @ Google web 2.0 Summit


Tactics to victory


Tactic 1: SEOLong-term influenceand growth. Great effortwith great effect.


Invasion


Tactic 2: Social MediaWin hearts and minds. Small effort for short lived effects.



outpost


Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.


Tactic 3: PPC advertisingNeeded for aggressive SEOinvasions. Targeted for focused, short-term wins.

MISSILES


Tactic 4: Email marketingSqueeze existing users. So targeted you can seethe whites of their eyes.



SNIPERS


SEOSEO missions“People know us for x but not y.”“Certain people don’t know us.”“People go to competitors.”“No one knows us. We’re so alone.”



LearningThe internet has no borders.Find unlikely allies to further your campaigns.


Tactic 1: SEO


Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases

Nearly 13 million views for the cost of one email


Tactic 1: SEOSEO resultsTop search result for all topanimal related key phrases

Nearly 13 million views for the cost of one email

victory


Tactic 1: SEOEmail missions“There are so many things our customers could be doing!”“There are so many thingsour customers should know!”


Tactic 1: SEO


Tactic 1: SEOEmail results400% increase in site visits during Alzheimer’sAwareness Month.

victory



Tactic 1: SEOSocial media missions“People don’t know us enough.”“People don’t use us enough.”“Our audiences need to meet.”“Our audience don’t work for us.”



LearningThere is no end destination.Pick one target, many platforms, and never let go.


Tactic 1: SEO

Making your mark 2012@precedentcomms #PrecSem


Tactic 1: SEO


1. Integrate social media with other public relations

2. Put in place three tiers of response 1. listening2. proactive3. Reactive

3. Expand media relations to include Cairn advocates

Case Study: Cairn versus Greenpeace

Target response only to Cairns audience


Tactic 1: SEOSocial media resultCairn have a policy and approachASOS: 1.7 million VERY active ambassadors

victory


Tactic 1: SEOPPC missions“We’re about to do a launch.”“We’ve got a market to fill.”“We need aggressive SEO.”“We have a specific problem.”


Tactic 1: SEO


Tactic 1: SEOPPC results415 participating sites36 million impressions300% increase in donationscompared to same period

victory


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.


“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”


“Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.”

The MissionThe ClimateThe GroundThe LeadershipThe Method


The Mission:What is your objective andwho is your target?


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


The Climate:What’s the competitivelandscape? What’s the behaviour of target users?


The Ground:Is the territory familiar?Is it familiar to the competition?


The Leadership:How will it be managed?Where will responsibilities be allocated?


The Method:Which tactics will be used?How will they be plannedand implemented?

Some findings1. Need to add personality to posts2. Integrate channels3. Analyse reach and not just numbers

http://www.facebook.com/bowmore

https://it.twitter.com/bowmore1779


Mobilise your community


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


Android

Blackberry& Windows mobile

Various platforms, from traditional web browsers solutions, to the many mobile platforms.

Apple iPhone

Apple iPad

Do you know environment?

Smart TV


Take the time to understandyour user’s behaviour andcontext.


• 59% female• 58% full time employed• 17% 25-29; 15% 30-34 and 15% 35-39 so 47% between 25 - 39

• 47% pay in instalments•48% bought direct through the web


Don’t just follow the web1

Move from a 4 to 6 step process

Provide a quick quote?


Remember a mobile user is

1.Typically short bursts of activity2. Often time restricted3. Goal driven4. Loves using his phone - joy of use 5. Likely to tell others of a good

experience6. Needs a simple uncomplicated

experience


Take the opportunity to innovate in designand function.

Mobi

Responsive

Framework

Native


Content leads approachMobile from the ground up- Custom approaches- Considered context - Specific contentA mobile first content

approach

Making mobile from pre-existing- Desktop applied to mobile- Stress / break points- Reworked content

An adaptation approach


Mobi site, easier to implement


Responsive site – whole site approach


Mobile Frameworks – develop once

ContentMobile 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

“The more channels I run, the more resource I’ll need, right?”

Avoid digital bloat by monitoring the effectiveness of your channels and adjust your resourcing accordingly

Resource & Process


Strategic change typically needs to happen?

Andr

oid

App

Web

App

iPho

ne A

pp

Cam

paig

ns

???

Proc

ess

Desk

top

Proc

ess

Sales and Service

Project Initiation Multi Device Initiation

Customer Journey & Design

Multi Platform Development

Sales and Service

Today: Silo projects Tomorrow: Multi device projects

New Teams New Owners


Mobile, a growth channel.Don’t disappointDon’t be afraid to innovateDon’t delay in providing a solution( think-apply-review-refine )


Do you know your ROI?

Today consider the RoR

Finally are you getting a return?


ROI = Gain – Cost Cost

It is simple?


Assessing your ROI A 6 step process1. Define the appropriate and practical return 2. Select and setup tracking and measurement

tools3. Review and work with the business owners4. Create a measurement model5. Measure, review and adjust6. Create a reporting dashboard


IP AustraliaAim: cost recovery agency encouraging Australians to innovate and protect their IP.Product: Trademark and Patent registrations

ROI tracking in practice (simplified)

St Andrews LinksAim: create revenue for the trust to reinvest from providing the optimum golfing experience. Product: Golf rounds, shop income.


Sample evaluation tools1. Search volume trends (trend across years)2. Consider impressions & clicks (potential and actual)3. Sales funnels – conversions4. Social conversion


Success metricsDrive more traffic to the website through all channels means…….

Trademarks

Traffic increase by

%

Actual registration

increase % Increase

1. Increase visits 20 262 4.8

2. Increase impression to clicks 24 450 8.2

+ Increase conversion on site

Patents

1 Increase visits 20 73 2.8

2. Increase impression to clicks 12 146 5.5

+ Increase conversion on site

KeywordTotal

ImpressionIPAusCl

icks %

Monthly average

Search wideGrowth potential

%

Patent 12,500 720 6 22,200 44

Trademark 23,000 3,200 14 47,100 51


visito

r gree

n fees

Other go

lfing inc

Caterin

gReta

il

Online s

hopTo

tal

£- £4,000,000 £8,000,000

£12,000,000 £16,000,000

Revenue (with protential digital impact)

20102009

golfers (local) Visiting Total0

50000

100000

150000

200000

250000 Rounds played

20102009

St Andrew

s Golf

St Andrew

s

St Andrew

s Golfc

ourse

St Andew

s Links

St Andrew

s Link T

rust

0

30000

6000090000

Site Visits (6 months)

2010-11 (6mths)2009-10 (6mths)

Ballot_ti

mes

Old Course

Green Fe

esCast

le

How to book

shop0

4000080000

120000160000200000

Page views (6 months)

2010-11 (6mths)2009-10 (6mths)

ROI Model 2010 Value per golfer £ xx Average online purchase £ xxx Visit per golf round 7 Conversion 5% 2010 Increase Income £ xxxxxx £ xxxxxx Online shop income £ xxxxxxxxx £ xxxxxxxx Increase site visits 20% Increase online shop conversion 10%

1.Grabbing attention in a widening market 2.Assessing your market3. Distilleries engaging globally4. Maximising your mark

5.Considering the futureEnd


The technology hype curve


Back in 2010


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.


Think big

Start small

Act quickly

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

taking scotland to the world: making your mark digitally

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