using cultural cues to propel your company 3.25
TRANSCRIPT
1!©2015
2!©2015
New Orleans Entrepreneur Week
Using Cultural Cues to Propel Your Business 3.25.15
3!©2015
What does culture have to do with growing a business?
4!©2015
“Culture is context, plain and simple. It’s the filter we subconsciously subscribe to in order to process the myriad of messages we get every day. If you can unlock the cultural clues of a person or group, you immediately understand all that they value, and why. Now more than ever – in social groups and in marketing – culture matters.”
Josh Mayer, Executive Creative Director
5!©2015
Unlocking Cultural Opportunities
6!©2015
7!©2015
Analyzing Culture
8!©2015
Cultural analysis can be applied in • Ad Agencies • PR Companies • Brand Consultancies • Trend Houses • Monetized Blogs
9!©2015 9!©2014
Analyzing Culture: What is ‘cultural evidence’ ?
9 9
Online pla*orms
gaining trac2on
Brand innova2ons
capitalizing on mature social
trends
Academic research
New gadgets and
technological enhancements
Brand collabora2ons
Disrup2ve crea2vity
Construc2ve outcomes of poli2cal and economic tensions
Companies reshaping consumer
expecta2ons
Koubachi enables plants to message owners when they need water or nutrients.
Microsoft and Whole Foods team up to develop an interactive grocery cart
Iceland produces the world’s first crowdsourced constitution
Shapeways enables a larger group of people to develop and sell products they design
3D Systems sell printers, software, and custom parts for printers
A Victoria’s Secret runway show features their first printed undergarment
MIT's Skylar Tibbits is developing structures that self-assemble. This is being called 4D printing
AirBNB enables travelers to avoid hotels by reserving rooms with local apartments
10!©2015
Subhead Analyzing Culture: The resources we mine for evidence
We curate and harness information from a variety of sources that can be categorized into three areas. Our evidence points include: • ad campaigns • new businesses • Start-ups and apps • Editorial and expert
opinion • And more!
Our Sources
Content Aggregators + Social Listening
Trend Sites + Blogs
Intelligence Databases
11!©2015 11!©2014
Gather cultural evidence through RSS and social media Identify thought leaders, media moments, new products, regulatory developments, maturing start-ups, academic papers, and ad campaigns that inform and paint the cultural landscape Dig into existing client research and/or data resources (e.g. Nielsen, Crimson-Hexagon)
Methodology & Process
MINE VALIDATE SYNTHESIZE REFINE
12!©2015 12!©2014
Methodology & Process
MINE VALIDATE SYNTHESIZE REFINE Cluster cultural evidence Begin shaping buckets, mapping where cultural activity is gaining traction Harness trend work of cultural intelligence agencies and trend sites (e.g. Iconoculture) Begin shaping critical storytelling concepts (i.e. Kidfluence, Sheconomy, or Culture of Curation)
13!©2015 13!©2014
Methodology & Process
MINE VALIDATE SYNTHESIZE REFINE Streamline the cultural lens What does your company positioning mean through a cultural lens? Clarify consumer context and trim down to focus on the marketing challenge and core brand assets Link priority ideas to connections planning and tactical implementation. Move non-priority ideas to appendix
14!©2015 14!©2014
Methodology & Process
MINE VALIDATE SYNTHESIZE REFINE Identify key idea Crystallize cultural territories that tees up cultural opportunity Tell your entire story in a single sentence
15!©2015
CASE STUDIES
16!©2015 16!©2014
Example of insight territories for Zatarain’s
17!©2015 17!©2014
Example of insight territories for Zatarain’s
Changing American PaleCe
The Rise of Spice & Southern
The New “Family Friendly”
Collab Society
Cura2on Power
Digital Innova2on
Health and Food Choice
Content Marke2ng Changes Food
Niche Foodie Commu-‐ni2es
Revised Food
Pyramid & Policy
Transparency /
Authen2city
Snacking & Indulgence
18!©2015 18!©2014
Example of insight territories for Zatarain’s
Changing American paleCe
The Rise of Spice & Southern
The New “Family Friendly”
Collab Society
Cura2on Power
Digital Innova2on
PRIORITIZE
19!©2015 19!©2014
Example of insight territories for Zatarain’s
The Rise of Spice & Southern
Collab Society
Crawfish Corridors World’s Largest
Crawfish Boil
Changing American paleCe
20!©2015 20!©2014
Example of insight territories for Asheville
21!©2015
The trip is but a small part of the travel experience.
Post-‐Trip Halo On-‐Site Immersion Pre-‐Trip Planning The Traveler’s Experience:
22!©2015
Every stage provides marketing opportunities.
Post-‐Trip Halo On-‐Site Immersion Pre-‐Trip Planning The Traveler’s Experience:
Our Marke2ng Goals:
• Drive Awareness • Drive Conversions • Increase Length of Stay
• Earn Repeat Visits • Drive Word of Mouth (Digital & Tradi2onal)
• Drive Repeat Visits • Drive Longer Visits • Fuel Word of Mouth
23!©2015
Trends are reshaping how visitors experience destinations.
Post-‐Trip Halo On-‐Site Immersion Pre-‐Trip Planning The Traveler’s Experience:
• Drive Awareness • Drive Conversions • Increase Length of Stay
Our Marke2ng Goals:
• Earn Repeat Visits • Drive Word of Mouth (Digital & Tradi2onal)
• Drive Repeat Visits • Drive Longer Visits • Fuel Word of Mouth
Relevant Trends:
• Sneak Peek Immersion
• Journey Management
• Human Powered • Togetherness Basics • Elevated Engagement
• Digital Autobiography
24!©2015
Trends are reshaping how visitors experience destinations.
Post-‐Trip Halo On-‐Site Immersion Pre-‐Trip Planning The Traveler’s Experience:
• Drive Awareness • Drive Conversions • Increase Length of Stay
Our Marke2ng Goals:
• Earn Repeat Visits • Drive Word of Mouth (Digital & Tradi2onal)
• Drive Repeat Visits • Drive Longer Visits • Fuel Word of Mouth
Relevant Trends:
• Sneak Peek Immersion
• Journey Management
• Human Powered • Togetherness Basics • Elevated Engagement
• Digital Autobiography
LET’S LOOK AT AN EXAMPLE
25!©2015
What’s happening? • Consumers now have access to
digital tools that enable them to easily visualize destinations before deciding to visit
• Web experiences in particular are drawing on the fields of video games, film and TV to draw consumers in
Sneak Peek Immersion: Defining the Trend
How can we leverage? • Enrich the planning experience
• Provide travelers with information and content that enable them to immerse themselves
• Consider designing pre-travel experiences to entice visitors
Digital advances are making destination visualization and pre-trip planning more vivid than ever
26!©2015
Sneak Peek Immersion: Validating the Trend
Women rely on broader social networks to help
choose vaca2on des2na2ons
“Whether you're an intrepid traveler or an armchair one, virtual online tours can make you feel like you've already arrived.” Evelyn McCormack of Demand Media, in USA TODAY
80% of diners want to see a menu before they eat at a restaurant. Constant Contact/SinglePla*orm survey, January 2013
27!©2015
Sneak Peek Immersion: Examples
Facebook’s Oculus Rift allows for physical and active immersion in virtual reality. Developer YouVisit has more than 1,000 virtual tours of colleges aiming to change the way universities promote their campuses.
Google's Cultural Institute leverages HTML5 to enable visitors to discover museum exhibits, world wonders, street art, historic moments…. Many other brand sites leverage HTML5 to provide more compelling experiences across devices.
A variety of start-ups are embracing the business model of monthly subscriptions to help consumers sample products they might be interested in. Examples include Birchbox for beauty products, BarkBox for dog products and Escape Monthly for destination inspiration.
British Columbia tourism promoted itself by placing giant vending machines in key target markets.
28!©2015
- Make the website less “brochure-like” and more conversational, powered by social, catered to lifestyles of travelers
- Develop tactics around the insight that visits to the site become more frequent as the trip nears
- Provide a destination planning catalog that then becomes a useful app on-site
- Create itineraries that enable prospective visitors to envision several days in Asheville
- Create a tour powered by videos that are transmitted via beacons
- Team up with a subscription service or consider starting your own
- Develop an immersive tour bus that goes around the country and gives visitors a taste of the Asheville experience
- Establish an Asheville 101 course for potential visitors to take
- Provide influencers with round-trip tickets to explore and enjoy Asheville for 10 days
- Empower certain organizations or individuals to create content that entices visitors
- Send influential bloggers three backdrops, and ask them to take pictures in front of the backdrops and share photos online
Sneak Peek Immersion: Thought Starters for Asheville
29!©2015
5 BEST PRACTICES
BECOME YOUR OWN CULTURE WATCHER
30!©2015
Intuition Matters. So trust it.
31!©2015
RSS is your Backbone
32!©2015
Contextualize fast moving trends within frameworks that reflect slow shifts in values
33!©2015
Establish a new browsing habit every 6 months
34!©2015
Participate in the conversation of measuring culture
35!©2015
Becoming Your Own Culture Watcher
1) Intuition Matters. So trust it.
2) RSS is your Backbone. Use Feed.ly or Hootsuite
3) Contextualize fast moving trends within frameworks that reflect slow shifts in values
4) Improve how you browse the web every 6 months
5) Participate in the conversation of measuring culture
36!©2015
CHEERS