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Brand building in a digital world (Intro to Digital for Grads)

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David Carr

This document discusses brand building in a digital world. It begins by noting that technology is defined differently by generations and that the world is now digital for most people under 22. It then asks how brands should approach brand building in this digital world. It discusses the importance of manifesting a brand's inherent behaviors to achieve measurable marketing goals like increasing sales or brand share. It also discusses the importance of engagement and defines engagement as creating windows of enhanced attention to influence behaviors and motivations. The document then discusses various considerations for digital planning, including understanding people, channels, and experiences. It emphasizes putting people before technology and the importance of participation that is actually useful and relevant to people. In summary, the document provides guidance on how brands can build

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JWT GRADS 2012 DIGITAL PLANNING & UX: Brand building in a digital world.
DIGITAL.
Brand building in a digital world (Intro to Digital for Grads)
TECHNOLOGY is anything that wasn’t around WHEN YOU WERE BORN. Alan Kay
THE INTERNET THE MOBILE PHONE THE COMPUTER GAME is not technology is not technology is not technology FOR ANYONE UNDER 22. FOR ANYONE UNDER 29. FOR ANYONE UNDER 40. IT IS ALREADY A DIGITAL WORLD.
How do we approach BRAND BUILDING IN A DIGITAL WORLD?
worldmade by MANIFEST THE BEHAVIOUR INHERENT IN A BRAND IDEA... A brand idea sits at the heart of “What makes a brand successful? everything a brand does and is the First it has to be a coherent anchor and point of consistency for totality, not a lot of bits.” all communications and marketing. Stephen King, What is a brand?
...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL. DRIVE SALES. MAKE A PRODUCT... ...cheaper ...more convenient ...easier ...distinctive ...more desirable to buy. to access. to use. & different. to use (together). INCREASE BRAND SHARE.
If we must use the dirty e-word*: ENGAGEMENT. *Not the C word: Conversation. Interruption may be over but there is no conversation. “Don’t pretend the consumer cares as much as you”. Help people along the way to purchase, repurchase, recommendation and getting what they want from brands.
ENGAGEMENT. #1 Establish the meaning of Seymour Papert’s Learning Theory of Constructionism. “The belief that people learn most effectively by doing things rather than sitting and listening.”
HOPEFULLY NOT...
THE CREATIVE “The production budget is going to be VIEW? amazing. We’re going to re-build the internet. Book the tickets to Cannes.”
THE PLANNER “I think we are going to need a VIEW? multi-insight-channel-platform funnel. And a bigger econometric model.”
THE CLIENT “People are going to wake-up thinking about VIEW? our product and go to bed thinking about our product. They will love our product.”
OK, seriously... WHO REALLY UNDERSTANDS ENGAGEMENT?
Brand building in a digital world (Intro to Digital for Grads)
NOT PSEU “Bad DO-G ges AMIF are f ICAT or bo ION. y sco uts”
GAMING. 5 million gamers in the U.S. spending more than Half a billion people worldwide playing computer 40 hours games for at least a week playing games. 1 hour a day. The biggest games in the world measure MORE THAN ONE BILLION points of data about their players. Sources: Jane McGonigal: Gaming can make a better world & Tom Chatfield: 7 ways games reward the brain
A DEFINITION OF ENGAGEMENT INSPIRED BY GAMING. CREATING WINDOWS OF ENHANCED ATTENTION TO INFLUENCE BEHAVIOUR & MOTIVATIONS. Inspired by: Tom Chatfield: 7 ways games reward the brain
#2 Establish how the engagement BUILDS THE BRAND & BUSINESS. CREATING WINDOWS OF ENHANCED ATTENTION TO INFLUENCE BEHAVIOUR & MOTIVATIONS. BRAND SALIENCE. Building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes. DRIVING BUYER CHOICE & BEHAVIOUR.
BRAND SALIENCE. Building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes. IS WHY WE CREATE ENGAGEMENT.
HOW DO WE PLAN FOR THIS? PEOPLE. CHANNELS. EXPERIENCE.
worldmade by process discover: what can we discover from the world? collision: interaction creates make: ideas make things with a “go” mentality
PEOPLE > TECHNOLOGY. What type of general activities do they engage in on-line and what is the frequency? What is the wider current digital zeitgeist? (Application, game, start-up, mobile, etc) What are the particular/ local websites, social networks and Internet services they use BEHAVIOUR and what is the primary activity on these sites? What do I actually do? How do they interact with brands and why? Industry/category insights? How do they perceive technology and digital tools? What is their current cultural zeitgeist? (Overall tone, socio-political landscape, popular culture themes and trends) ATTITUDES What is the outlook on social networks and associated themes? How do I feel about it? (Transparency, Sharing, Interacting with brands, etc) What are the key attitudinal trends and themes in the industry/category? What does ownership of technological devices look like? ACCESS (Smart-phones, analog phones, computers, tablets, etc) What is the Internet usage across different devices? What can I do? What is the Internet penetration in the target region? START What (if any) are government rules and limitations? Personas & Scenario Analysis Listening Audit
BRAND THEIR
VALUE EXCHANGE begins with asking “What is your brand here for, how can it help?” HAVE A POINT OF VIEW ON THE WORLD/CULTURE 1 NOT JUST A POSITION IN A CATEGORY UNDERSTAND WHAT THE DIFFERENT SEGMENTS 2 ARE INTERESTED IN AND WORK BACK THE FUTURE ISN’T MESSAGING, 3 IT IS IDEAS THAT SOLVE BUSINESS PROBLEMS IN A CULTURALLY POSITIVE WAY
1,500 NIKE MAGS AUCTIONED ON EBAY WITH MONEY RAISED MATCHED UP TO $50m BY SERGEY BRIN. THEIR BRAND Connect Sneakerheads, Back Scarcity value & a CSR brand to the Future Fans & the boost increases saliency Parkinson’s community to outside core sports territory & relive their youthful hopes & justifies the price premium in a raise money for research with recessionary market. the Michael J. Fox Foundation.
LEVI’S/GET TO WORK. “After a tough decade, one of the world’s most famous brands has pressed the reset button, returning to its pioneering roots and pitching a new definition of what it means to work. Equal parts elbow grease and empowerment, Levi’s prolific new strategy incorporates CSR initiatives, an overhaul of the women’s range, and a focus on digital communication as the most effective way of creating meaningful campaigns.” Contagous 24
BUT ARE WE ASKING TOO MUCH OF PEOPLE? IS IT PARTICIPATION FOR PARTICIPATION’S SAKE?
THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? WHAT TYPE OF Frustration Aspiration PARTICIPATION? high involvement Brand can make Brands can inspire UTILITY? things simpler Sports Finance Nike+ Mint Irritation Fun low involvement Brands can make Brands make things easier things more fun Toilet paper Drinks Charmin Sit or Squat Smirnoff Nightlife Exchange Do w e rea ANO lly ne THER ed APP? negative motivation positive motivation Source: ingmar de lange / mountview
THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? WHAT TYPE OF PARTICIPATION? MASS? MASS EXPOSURE? Easy, relevant & brand related. A Fewer participants but what they significant number of people will get produce or achieve is of greater public involved & complete the process/action. interest & spreads. Their participation & Every interaction has a direct business interactions have a direct business effect effect on the person interacting. on people exposed to their outputs. Source: Nick Emmel
THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? RECOGNISE... ...THE LIMITS OF ...THE LIMITS EFFECTIVENESS. OF REALITY. EXAMPLE: EXAMPLE: PEPSI REFRESH KINGSMILL
PEPSI REFRESH. In 2010 instead of advertising during the Super Bowl Pepsi spent $20 million on a social media campaign called The Pepsi Refresh Project. More people have voted for projects pitched to Pepsi Refresh than voted for the last U.S. president. It is still the best-known online charitable giving program recognized by a third of consumers, according WSJ and has become a benchmark for modern, socially enabled CSR campaigns. BUT... 5% decline Pepsi market share 5% decline in Diet Pepsi market share Loss of half a billion dollars worth of sales. Pepsi looses its number two spot as the biggest cola brand in the US to Diet Coke... PEPSI’S VP MARKETING RALPH SANTANA... “The key learning for us was that in addition to having a cultural idea that taps into a mass sensibility, you need to make sure that your idea is getting enough exposure to be successful.” Or as John Sicher, the editor of Beverage Digest, more plainly put it: Pepsi needs “more product-oriented advertising and marketing”.
KINGSMILL CONFESSIONS. “You want me to make and upload a video of me confessing about the last-time I stole a sandwich? WTF?”
Good Enough to Share? Fighting it out from the marketing web to the real internet. does it seem to be b w and ecom eem ne ing it s pop es ula Do Strengthen r? Bonds sharing it let people.. Will . Make Life TEARS Gain Easier Status GOOSE- RAISED BUMPS EYEBROWS e a physica ulat l re tim sp ts on i es se Do SHOUT SMILE ?* Help Define It stands THE IDEA It stands Other Group a chance. People or a chance. Identity THE ASSET BLUSHES FROWN AROUSAL LAUGHTER A-HA! Fuel Get A People to Passion Respond Express Themselves *Not an exhaustive list. Rate the level of response on a scale of 1-10, anything less than 7 is a “meh” and Sources: Henry Jenkins, Convergence Culture Consortium MIT, the idea needs to be much stronger. Daren C. Brabham, Unruly, and Facebook
“take advantage of the unique properties of the online media such as its immediacy, interactivity and depth of content that is only limited by imagination and resource.” WHAT DO THEY GET OUT OF THE RELATIONSHIP? WHY SHOULD THEY BOTHER GIVING US THEIR ATTENTION? CAN BE THIS A TWO-WAY INTERACTION? WHAT IS OUR COMMITMENT? MANIFEST THE BEHAVIOUR INHERENT IN A BRAND IDEA... ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL.
De ve l op in ga CONSUMER NEEDS nO (plus “the job” the product delivers against) nline Value Prop CULTURAL BRAND & INFLUENCES BUSINESS (context, macro-trends & technologies) ACTIVITY (Distinctiveness & os Reasons to believe) ition .
Internal Only. Sorry.
CONSUMER NEEDS (plus “the job” the product delivers against) CULTURAL BRAND & INFLUENCES BUSINESS (context, macro-trends & technologies) ACTIVITY (Distinctiveness & Reasons to believe) COMMS ROLE OF DIGITAL (What can digital do that other channels can’t?)
to bring brand behaviour to life, achieve business objectives and deliver value to people. DIGITAL AS A HUB/ENABLER. Use digital platforms to tie together, facilitate and fuel the communications activity. DIGITAL AS A MULTIPLIER. Use digital networks to extend the reach and longevity of the communications activity. DIGITAL AS THE PHILOSOPHY. Use digital trends and behaviours to inspire the inception of creative and strategic ideas.
DIGITAL AS A HUB/ENABLER. Use digital platforms to tie together, facilitate and fuel brand activity.
DIGITAL AS A MULTIPLIER. Use digital networks to iterate and extend the reach and longevity of brand activity.
For Bailey, the primacy of the digital experience is self-evident. "I find it weird that anyone would find it weird [digital-first thinking]. "Most of us are very digital in our daily lives now. Burberry is a young team and this is instinctive to us. To the younger generation who are coming into adulthood now, this is all they know." DIGITAL AS THE PHILOSOPHY. Use digital insights and behaviours to inspire the inception of creative and strategic ideas.
BRAND IDEA ONLINE VALUE PROPOSITION ENGAGEMENT ENGAGEMENT ENGAGEMENT TERRITORY TERRITORY TERRITORY OR TASKS OR TASKS OR TASKS COMMUNICATIONS ROLE OF DIGITAL DIGITAL DIGITAL DIGITAL CHANNELS CHANNELS CHANNELS
* *UTC time v. International Atomic Time
Brand building in a digital world (Intro to Digital for Grads)
3D Glasses buildings & buildings Digital steps & vending machines AND NEW TECHNOLOGIES. Utility & Data Services Services Visualisation Mobile & Social TV V Commerce & Communityy Platforms s
MORE & MORE BRANDS, PUSHING MORE & MORE MESSAGES, ABOUT MORE & MORE PRODUCTS*.
The future is not about technology. IT IS ABOUT ATTENTION. “As a technologist, we all like ‘techno-utopia’, this is the great democratiser. Sure, we’ve made creation and distribution more available to anyone, but at the same time we’ve made those things irrelevant. Now the commodity isn’t distribution, it’s attention – and guess what? Who gets attention is still sitting on a power law curve...we’re not actually democratising the whole system – we’re just shifting the way in which we discriminate.” * * Danah Boyd, @Zephoria Microsoft Research Lab
But what about channels?
Now channels are as creative as any ad. IN FACT MORE SO. They can tell the story... be the story... ...embody the story. A great idea can take an ordinary channel & make it extraordinary.
We must choose our channels & technologies wisely: VISIBILITY avoid tech of the month & the usual suspects. Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger TIME Innovators Early Adopters Early Majority Late Majority Laggards Source: Gartner’s Hype Cycle
urettes twitter to isn’t the a nswer eith er...
Decide a depth of engagement that we can sustain. Community. DIFFICULTY Utility. Media.
Digital Channel Planning is THE ART OF SACRIFICE. What can we do well? What can we afford to do well?
Channel distinctions are not as clear as some agendas suggest. PAID OWNED EARNED A catalyst of Brand domain A transparent space for original content and platforms for longer and conversation, advocacy audience exposure. deeper relationships. and word of mouth.
Channel distinctions are not as clear as some agendas suggest. PAID OWNED CO-OPTED EARNED A catalyst of Brand domain Engagement platforms A transparent space for original content and platforms for longer and adopted by brands for conversation, advocacy audience exposure. deeper relationships. their utility & audience. and word of mouth. EMBASSIES OUTPOSTS Facebook, Twitter, Forums, Blogs, YouTube etc. comments etc.
Payment models are less important than peoples’ GOOGLE is what you’re looking for when BEHAVIOUR no one is looking; how to’s and entertainment related searches & knowing the appropriate trend quickly. It is about the language of intent or need. behaviour in each channel. FACEBOOK TWITTER is a public space; it’s what you is content that you’re proud of; want your friends to know about more top-down, since its (politics, humor, social causes, cool influences include a culturally stuff, charity). It is about sharing savvy audience, celebrities, and showing who you are. techies, or perhaps people trying to be funny. It is about showing off and shouting out.
WAYS INSPIRED BY BEHAVIOUR on the part of REAL PEOPLE. USE INSIGHT USE THEIR & ATTITUDES. DECISION JOURNEY. Use channels to take a behaviour & Use channels to support a behaviour make it better, easier, more social. with useful, timely, helpful connections. EXAMPLES: EXAMPLES: CNN T-SHIRTS (OLD FAV) KERATINOLOGY STARHUB MUSICAL FITTING ROOMS.
How do you promote a new online video news offering? Use behaviourial insights to make something fun and useful. THE NEWS PEOPLE ARE INTERESTED IN, PLUS THE SOURCE THEY GET IT FROM, DEFINES THEIR IDENTITY. & CNN IS KNOWN FOR ITS “SLIGHTLY ODD” HEADLINES WHICH OFTEN GET SHARED ONLINE. “The premise of our idea was simple. We wanted to add a t-shirt icon next to video-related headlines in the Latest News section of the front page of CNN.com. We made no real mention of the t-shirts other than adding this little icon. We knew that the massive amount of traffic would ensure that a good number of people would click on the icon out of pure curiosity.” “Clicking on the icon would lead them to a custom t-shirt shop, which we created in partnership with Spreadshirt. Here you could purchase a t-shirt with the headline on it. The shirts were emblazoned with the “I just saw it on CNN.com” tagline, along with the date and time of the headline.”
STARHUB MUSICAL FITTING ROOMS. Youth define themselves by the type of music they listen to, and by the clothes they wear. StarHub Online Music Store wanted to build stronger affinity and increase web traffic and music downloads. The solution: Clothes Fitting Rooms in 42 Singapore stores suggested songs that suited the style of clothing being tried on. RFID chips were tagged to clothes and RFID readers with directional speakers were installed in fitting rooms. When a garment was brought into a fitting room, the RIFD chip triggered the reader to play music that matches the style of the garment. A proximity text was then sent to the person’s mobile containing information about the suggested song and the online music store. Average click-through rate was 84%. Paid music downloads increased by over 21%. Brand equity score among youth increased by 57%. And over 47,000 songs from 16 genres were recommended to people across the country. This campaign is ranked as one of the most successful youth promotions for StarHub.
KERATINOLOGY BY SUNSILK Salon going consumers represent a highly involved group, proven to invest considerable money in getting their hair to look right. & They have a need to maintain the “look” of their treatment for longer and to repair some of the damage done to their hair as a result of their salon processes. CAMPAIGN IDEA The infinite cycle of renewal. The story of enduring hair beauty from the micro to the macro, ending where we begun.
DECISION JOURNEY Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research with information gathering key Start with a shortlist of brands/solutions Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience On-going exposure C Closure & the moment of decision Consumer builds expectations based on experience to inform their next decision journey Source: McKinsey
DECISION JOURNEY Pre-treatment research online & offline, link Keratinology to treatment as “part of the ritual”, help with variant selection & reasons to believe Choose Keratinology variant for treatment Reinforcing Keratinology as “part of Awareness the process” and prolonging the beauty of salon treated hair (linked to her previous experience) Select Keratinology variant in store First product usage Build relationship & ensure she gets the most out of the product – the experience will inform her next decision journey
A seemless journey across events, web & mobile building awareness, stimulating trial and encouraging loyalty & repeat usage.
Brand building in a digital world (Intro to Digital for Grads)
The foundations of any approach: Guided by:
COMMON SENSE, IA OR UX? Imaging we are given... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
COMMON SENSE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
INFORMATION ARCHITECTURE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
USER EXPERIENCE DOES... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
But great User Experience asks: “WHO SAID THEY NEEDED US TO LAY A TABLE?”
GREAT USER EXPERIENCE IS EVERYONE’S RESPONSIBILITY . * Designers Developers Planners Creatives Account Management Project Business Management Consultants Managers Analysts UX’S ROLE IS TO ALIGN & ENSURE WE GET THERE, BALANCING THE NEEDS OF THE BUSINESS & TECHNOLOGY WITH THE NEEDS OF PEOPLE. *In fact these days more and more of these people are producing the traditional outputs of UX – interaction designs, user flows, business logic etc
This is done Or what we by using User Centric Design Thinking like to call USER CENTRIC MAKING THINGS DESIGN THINKING. BETTER, SOONER. DESIRABILITY (Human) FEASIBILITY VIABILITY (Technology) (Organisation) User Centred Design Solutions are an overlap of these three lenses; they need to be Desirable, Feasible, and Viable. Source: IDEO
WHAT IS THE VALUE & BENEFIT OF UX? FASTER WAY TO MORE SUCCESSFUL A BETTER SOLUTION. & EFFECTIVE WORK. GREATER PRODUCTIVITY & A WAY TO PUSH INNOVATION.
A COLLABORATIVE & ITERATIVE PROCESS. ALL SKILLSETS ARE INVOLVED THROUGHOUT, BUT PEOPLE’S INVOLVEMENT & DELIVERABLES WEIGHTING CHANGES BY PHASE. DISCOVER COLLISION MAKE PLANNING UX UX CREATIVE/DESIGN DEVELOPMENT WE NEED TO PLAN RESOURCE ACCORDINGLY – IT IS NOT ABOUT PASSING WORK “OVER THE FENCE”.
WHAT HAPPENS WHEN A UX ARCHITECT IS NEW TO A STANDARD PROJECT? DIGEST & EXPLORE & BRIEF FIRST RESEARCH SKE TCHES (ASK QUESTIONS) DAY 1 DAY 2 ITERATE (SKE TCHES & IDEAS) DAY 7 DOCUMENT/ PROTOT YPE DAY 6 DAY 3/4/5 (or more) (PRESENT WORK) ITERATE MAKE (REFINE & GE T (COLLABORATE ON AGREEMENT ) DESIGN SOLUTIONS) NB: NOT A SPRINT
DELIVERABLES. “UX, they’re the people that do wireframes.” - Anonymous
“Grrrr.” - Anonymous* *me
DISCOVER COLLISION MAKE Start of Project Sketches Iterating Testing Review & Site audits Storyboards Monitor Proof of concept Competitor, Peer, Concept Models QA Lateral Analysis Mood Boards Listening audits Personas User Stories Prototypes Audience Research Design Comps Stakeholder Interviews Digital Strategy User Testing Beta Testing User Journeys Functional Specs Site Maps KPIs/Objectives Tech Specs Content Strategy Taxonomy Cardsorts Project Discovery Report UX/Design Brief Prototypes Assessment & Collision Session & Team alignment & Final Documentation UX Involvement Time Line Key Sign-off
DELIVERABLES SHOULD DEPEND ON WHAT WE ARE TRYING TO ACHIEVE. SKE TCH PROTOTYPE Evocative Didactic Suggest Describe Explore Refine Question Answer Propose Test Provoke Resolve Tentative Specific Noncommittal Depiction WIREFRAMES? (Based on best solution) Source: Bill Buxton
DELIVERABLES ALSO DEPEND ON TIMINGS, PROJECT SCOPE & CLIENT. Production-ready prototype When clients ST O really engage C & Image-mapped Better at communicating E Design Comps M Design Comps than documenting, good TI for user research Graphically “skinned” prototype VISUAL FIDELITY Walkthrough Design Comp video Interactive wireframe Paper wireframe prototype prototype Good for solving the problem, but clients can struggle to engage (& a wrong decision here can cause issues later) Wireframes JUST BECAUSE WE CAN DO SOMETHING, DOESN’T MEAN Page sketches Image-mapped Page sketches Box page diagrams WE SHOULD. FUNCTIONAL FIDELITY Source: Fred Beecher, Evantage Consulting “The Dimensions of Fidelity”
IT DOESN’T END WITH DELIVERABLES. ALLOW TIME (& BUDGET) FOR TESTING. Guerrilla or Eyetracking or Corridor Testing Lab etc. on Sketches, Concepts on final designs & & WIREFRAMES. BETA RELEASES. ESPECIALLY ON LARGE OR LONG LASTING PROJECTS... ...& PREPARE TO REFINE WHEN WE GO LIVE* *Despite implementing best practice and extensive testing, when a project goes live with real people in the real world you will always discover something new, unexpected and in need of a fix.
BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE. ER V O CO DISC It is about getting people to LLIDE see something, do something, and successfully enjoy doing it . MA KE
BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.
BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE. A CIRCLE MANIFESTING THE BEHAVIOUR INHERENT IN A BRAND IDEA... ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL.

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Brand building in a digital world (Intro to Digital for Grads)

  • 1. JWT GRADS 2012 DIGITAL PLANNING & UX: Brand building in a digital world.
  • 4. TECHNOLOGY is anything that wasn’t around WHEN YOU WERE BORN. Alan Kay
  • 5. THE INTERNET THE MOBILE PHONE THE COMPUTER GAME is not technology is not technology is not technology FOR ANYONE UNDER 22. FOR ANYONE UNDER 29. FOR ANYONE UNDER 40. IT IS ALREADY A DIGITAL WORLD.
  • 6. How do we approach BRAND BUILDING IN A DIGITAL WORLD?
  • 7. worldmade by MANIFEST THE BEHAVIOUR INHERENT IN A BRAND IDEA... A brand idea sits at the heart of “What makes a brand successful? everything a brand does and is the First it has to be a coherent anchor and point of consistency for totality, not a lot of bits.” all communications and marketing. Stephen King, What is a brand?
  • 8. ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL. DRIVE SALES. MAKE A PRODUCT... ...cheaper ...more convenient ...easier ...distinctive ...more desirable to buy. to access. to use. & different. to use (together). INCREASE BRAND SHARE.
  • 9. If we must use the dirty e-word*: ENGAGEMENT. *Not the C word: Conversation. Interruption may be over but there is no conversation. “Don’t pretend the consumer cares as much as you”. Help people along the way to purchase, repurchase, recommendation and getting what they want from brands.
  • 10. ENGAGEMENT. #1 Establish the meaning of Seymour Papert’s Learning Theory of Constructionism. “The belief that people learn most effectively by doing things rather than sitting and listening.”
  • 12. THE CREATIVE “The production budget is going to be VIEW? amazing. We’re going to re-build the internet. Book the tickets to Cannes.”
  • 13. THE PLANNER “I think we are going to need a VIEW? multi-insight-channel-platform funnel. And a bigger econometric model.”
  • 14. THE CLIENT “People are going to wake-up thinking about VIEW? our product and go to bed thinking about our product. They will love our product.”
  • 17. NOT PSEU “Bad DO-G ges AMIF are f ICAT or bo ION. y sco uts”
  • 18. GAMING. 5 million gamers in the U.S. spending more than Half a billion people worldwide playing computer 40 hours games for at least a week playing games. 1 hour a day. The biggest games in the world measure MORE THAN ONE BILLION points of data about their players. Sources: Jane McGonigal: Gaming can make a better world & Tom Chatfield: 7 ways games reward the brain
  • 19. A DEFINITION OF ENGAGEMENT INSPIRED BY GAMING. CREATING WINDOWS OF ENHANCED ATTENTION TO INFLUENCE BEHAVIOUR & MOTIVATIONS. Inspired by: Tom Chatfield: 7 ways games reward the brain
  • 20. #2 Establish how the engagement BUILDS THE BRAND & BUSINESS. CREATING WINDOWS OF ENHANCED ATTENTION TO INFLUENCE BEHAVIOUR & MOTIVATIONS. BRAND SALIENCE. Building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes. DRIVING BUYER CHOICE & BEHAVIOUR.
  • 21. BRAND SALIENCE. Building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes. IS WHY WE CREATE ENGAGEMENT.
  • 22. HOW DO WE PLAN FOR THIS? PEOPLE. CHANNELS. EXPERIENCE.
  • 23. worldmade by process discover: what can we discover from the world? collision: interaction creates make: ideas make things with a “go” mentality
  • 24. PEOPLE > TECHNOLOGY. What type of general activities do they engage in on-line and what is the frequency? What is the wider current digital zeitgeist? (Application, game, start-up, mobile, etc) What are the particular/ local websites, social networks and Internet services they use BEHAVIOUR and what is the primary activity on these sites? What do I actually do? How do they interact with brands and why? Industry/category insights? How do they perceive technology and digital tools? What is their current cultural zeitgeist? (Overall tone, socio-political landscape, popular culture themes and trends) ATTITUDES What is the outlook on social networks and associated themes? How do I feel about it? (Transparency, Sharing, Interacting with brands, etc) What are the key attitudinal trends and themes in the industry/category? What does ownership of technological devices look like? ACCESS (Smart-phones, analog phones, computers, tablets, etc) What is the Internet usage across different devices? What can I do? What is the Internet penetration in the target region? START What (if any) are government rules and limitations? Personas & Scenario Analysis Listening Audit
  • 26. VALUE EXCHANGE begins with asking “What is your brand here for, how can it help?” HAVE A POINT OF VIEW ON THE WORLD/CULTURE 1 NOT JUST A POSITION IN A CATEGORY UNDERSTAND WHAT THE DIFFERENT SEGMENTS 2 ARE INTERESTED IN AND WORK BACK THE FUTURE ISN’T MESSAGING, 3 IT IS IDEAS THAT SOLVE BUSINESS PROBLEMS IN A CULTURALLY POSITIVE WAY
  • 27. 1,500 NIKE MAGS AUCTIONED ON EBAY WITH MONEY RAISED MATCHED UP TO $50m BY SERGEY BRIN. THEIR BRAND Connect Sneakerheads, Back Scarcity value & a CSR brand to the Future Fans & the boost increases saliency Parkinson’s community to outside core sports territory & relive their youthful hopes & justifies the price premium in a raise money for research with recessionary market. the Michael J. Fox Foundation.
  • 28. LEVI’S/GET TO WORK. “After a tough decade, one of the world’s most famous brands has pressed the reset button, returning to its pioneering roots and pitching a new definition of what it means to work. Equal parts elbow grease and empowerment, Levi’s prolific new strategy incorporates CSR initiatives, an overhaul of the women’s range, and a focus on digital communication as the most effective way of creating meaningful campaigns.” Contagous 24
  • 29. BUT ARE WE ASKING TOO MUCH OF PEOPLE? IS IT PARTICIPATION FOR PARTICIPATION’S SAKE?
  • 30. THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? WHAT TYPE OF Frustration Aspiration PARTICIPATION? high involvement Brand can make Brands can inspire UTILITY? things simpler Sports Finance Nike+ Mint Irritation Fun low involvement Brands can make Brands make things easier things more fun Toilet paper Drinks Charmin Sit or Squat Smirnoff Nightlife Exchange Do w e rea ANO lly ne THER ed APP? negative motivation positive motivation Source: ingmar de lange / mountview
  • 31. THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? WHAT TYPE OF PARTICIPATION? MASS? MASS EXPOSURE? Easy, relevant & brand related. A Fewer participants but what they significant number of people will get produce or achieve is of greater public involved & complete the process/action. interest & spreads. Their participation & Every interaction has a direct business interactions have a direct business effect effect on the person interacting. on people exposed to their outputs. Source: Nick Emmel
  • 32. THE PARTICIPATION QUESTION. IS YOUR BRAND A PARTICIPATION BRAND? REALLY? RECOGNISE... ...THE LIMITS OF ...THE LIMITS EFFECTIVENESS. OF REALITY. EXAMPLE: EXAMPLE: PEPSI REFRESH KINGSMILL
  • 33. PEPSI REFRESH. In 2010 instead of advertising during the Super Bowl Pepsi spent $20 million on a social media campaign called The Pepsi Refresh Project. More people have voted for projects pitched to Pepsi Refresh than voted for the last U.S. president. It is still the best-known online charitable giving program recognized by a third of consumers, according WSJ and has become a benchmark for modern, socially enabled CSR campaigns. BUT... 5% decline Pepsi market share 5% decline in Diet Pepsi market share Loss of half a billion dollars worth of sales. Pepsi looses its number two spot as the biggest cola brand in the US to Diet Coke... PEPSI’S VP MARKETING RALPH SANTANA... “The key learning for us was that in addition to having a cultural idea that taps into a mass sensibility, you need to make sure that your idea is getting enough exposure to be successful.” Or as John Sicher, the editor of Beverage Digest, more plainly put it: Pepsi needs “more product-oriented advertising and marketing”.
  • 34. KINGSMILL CONFESSIONS. “You want me to make and upload a video of me confessing about the last-time I stole a sandwich? WTF?”
  • 35. Good Enough to Share? Fighting it out from the marketing web to the real internet. does it seem to be b w and ecom eem ne ing it s pop es ula Do Strengthen r? Bonds sharing it let people.. Will . Make Life TEARS Gain Easier Status GOOSE- RAISED BUMPS EYEBROWS e a physica ulat l re tim sp ts on i es se Do SHOUT SMILE ?* Help Define It stands THE IDEA It stands Other Group a chance. People or a chance. Identity THE ASSET BLUSHES FROWN AROUSAL LAUGHTER A-HA! Fuel Get A People to Passion Respond Express Themselves *Not an exhaustive list. Rate the level of response on a scale of 1-10, anything less than 7 is a “meh” and Sources: Henry Jenkins, Convergence Culture Consortium MIT, the idea needs to be much stronger. Daren C. Brabham, Unruly, and Facebook
  • 36. “take advantage of the unique properties of the online media such as its immediacy, interactivity and depth of content that is only limited by imagination and resource.” WHAT DO THEY GET OUT OF THE RELATIONSHIP? WHY SHOULD THEY BOTHER GIVING US THEIR ATTENTION? CAN BE THIS A TWO-WAY INTERACTION? WHAT IS OUR COMMITMENT? MANIFEST THE BEHAVIOUR INHERENT IN A BRAND IDEA... ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL.
  • 37. De ve l op in ga CONSUMER NEEDS nO (plus “the job” the product delivers against) nline Value Prop CULTURAL BRAND & INFLUENCES BUSINESS (context, macro-trends & technologies) ACTIVITY (Distinctiveness & os Reasons to believe) ition .
  • 39. CONSUMER NEEDS (plus “the job” the product delivers against) CULTURAL BRAND & INFLUENCES BUSINESS (context, macro-trends & technologies) ACTIVITY (Distinctiveness & Reasons to believe) COMMS ROLE OF DIGITAL (What can digital do that other channels can’t?)
  • 40. to bring brand behaviour to life, achieve business objectives and deliver value to people. DIGITAL AS A HUB/ENABLER. Use digital platforms to tie together, facilitate and fuel the communications activity. DIGITAL AS A MULTIPLIER. Use digital networks to extend the reach and longevity of the communications activity. DIGITAL AS THE PHILOSOPHY. Use digital trends and behaviours to inspire the inception of creative and strategic ideas.
  • 41. DIGITAL AS A HUB/ENABLER. Use digital platforms to tie together, facilitate and fuel brand activity.
  • 42. DIGITAL AS A MULTIPLIER. Use digital networks to iterate and extend the reach and longevity of brand activity.
  • 43. For Bailey, the primacy of the digital experience is self-evident. "I find it weird that anyone would find it weird [digital-first thinking]. "Most of us are very digital in our daily lives now. Burberry is a young team and this is instinctive to us. To the younger generation who are coming into adulthood now, this is all they know." DIGITAL AS THE PHILOSOPHY. Use digital insights and behaviours to inspire the inception of creative and strategic ideas.
  • 44. BRAND IDEA ONLINE VALUE PROPOSITION ENGAGEMENT ENGAGEMENT ENGAGEMENT TERRITORY TERRITORY TERRITORY OR TASKS OR TASKS OR TASKS COMMUNICATIONS ROLE OF DIGITAL DIGITAL DIGITAL DIGITAL CHANNELS CHANNELS CHANNELS
  • 47. 3D Glasses buildings & buildings Digital steps & vending machines AND NEW TECHNOLOGIES. Utility & Data Services Services Visualisation Mobile & Social TV V Commerce & Communityy Platforms s
  • 48. MORE & MORE BRANDS, PUSHING MORE & MORE MESSAGES, ABOUT MORE & MORE PRODUCTS*.
  • 49. The future is not about technology. IT IS ABOUT ATTENTION. “As a technologist, we all like ‘techno-utopia’, this is the great democratiser. Sure, we’ve made creation and distribution more available to anyone, but at the same time we’ve made those things irrelevant. Now the commodity isn’t distribution, it’s attention – and guess what? Who gets attention is still sitting on a power law curve...we’re not actually democratising the whole system – we’re just shifting the way in which we discriminate.” * * Danah Boyd, @Zephoria Microsoft Research Lab
  • 50. But what about channels?
  • 51. Now channels are as creative as any ad. IN FACT MORE SO. They can tell the story... be the story... ...embody the story. A great idea can take an ordinary channel & make it extraordinary.
  • 52. We must choose our channels & technologies wisely: VISIBILITY avoid tech of the month & the usual suspects. Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger TIME Innovators Early Adopters Early Majority Late Majority Laggards Source: Gartner’s Hype Cycle
  • 53. urettes twitter to isn’t the a nswer eith er...
  • 54. Decide a depth of engagement that we can sustain. Community. DIFFICULTY Utility. Media.
  • 55. Digital Channel Planning is THE ART OF SACRIFICE. What can we do well? What can we afford to do well?
  • 56. Channel distinctions are not as clear as some agendas suggest. PAID OWNED EARNED A catalyst of Brand domain A transparent space for original content and platforms for longer and conversation, advocacy audience exposure. deeper relationships. and word of mouth.
  • 57. Channel distinctions are not as clear as some agendas suggest. PAID OWNED CO-OPTED EARNED A catalyst of Brand domain Engagement platforms A transparent space for original content and platforms for longer and adopted by brands for conversation, advocacy audience exposure. deeper relationships. their utility & audience. and word of mouth. EMBASSIES OUTPOSTS Facebook, Twitter, Forums, Blogs, YouTube etc. comments etc.
  • 58. Payment models are less important than peoples’ GOOGLE is what you’re looking for when BEHAVIOUR no one is looking; how to’s and entertainment related searches & knowing the appropriate trend quickly. It is about the language of intent or need. behaviour in each channel. FACEBOOK TWITTER is a public space; it’s what you is content that you’re proud of; want your friends to know about more top-down, since its (politics, humor, social causes, cool influences include a culturally stuff, charity). It is about sharing savvy audience, celebrities, and showing who you are. techies, or perhaps people trying to be funny. It is about showing off and shouting out.
  • 59. WAYS INSPIRED BY BEHAVIOUR on the part of REAL PEOPLE. USE INSIGHT USE THEIR & ATTITUDES. DECISION JOURNEY. Use channels to take a behaviour & Use channels to support a behaviour make it better, easier, more social. with useful, timely, helpful connections. EXAMPLES: EXAMPLES: CNN T-SHIRTS (OLD FAV) KERATINOLOGY STARHUB MUSICAL FITTING ROOMS.
  • 60. How do you promote a new online video news offering? Use behaviourial insights to make something fun and useful. THE NEWS PEOPLE ARE INTERESTED IN, PLUS THE SOURCE THEY GET IT FROM, DEFINES THEIR IDENTITY. & CNN IS KNOWN FOR ITS “SLIGHTLY ODD” HEADLINES WHICH OFTEN GET SHARED ONLINE. “The premise of our idea was simple. We wanted to add a t-shirt icon next to video-related headlines in the Latest News section of the front page of CNN.com. We made no real mention of the t-shirts other than adding this little icon. We knew that the massive amount of traffic would ensure that a good number of people would click on the icon out of pure curiosity.” “Clicking on the icon would lead them to a custom t-shirt shop, which we created in partnership with Spreadshirt. Here you could purchase a t-shirt with the headline on it. The shirts were emblazoned with the “I just saw it on CNN.com” tagline, along with the date and time of the headline.”
  • 61. STARHUB MUSICAL FITTING ROOMS. Youth define themselves by the type of music they listen to, and by the clothes they wear. StarHub Online Music Store wanted to build stronger affinity and increase web traffic and music downloads. The solution: Clothes Fitting Rooms in 42 Singapore stores suggested songs that suited the style of clothing being tried on. RFID chips were tagged to clothes and RFID readers with directional speakers were installed in fitting rooms. When a garment was brought into a fitting room, the RIFD chip triggered the reader to play music that matches the style of the garment. A proximity text was then sent to the person’s mobile containing information about the suggested song and the online music store. Average click-through rate was 84%. Paid music downloads increased by over 21%. Brand equity score among youth increased by 57%. And over 47,000 songs from 16 genres were recommended to people across the country. This campaign is ranked as one of the most successful youth promotions for StarHub.
  • 62. KERATINOLOGY BY SUNSILK Salon going consumers represent a highly involved group, proven to invest considerable money in getting their hair to look right. & They have a need to maintain the “look” of their treatment for longer and to repair some of the damage done to their hair as a result of their salon processes. CAMPAIGN IDEA The infinite cycle of renewal. The story of enduring hair beauty from the micro to the macro, ending where we begun.
  • 63. DECISION JOURNEY Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research with information gathering key Start with a shortlist of brands/solutions Active & Passive Loyalty Active Loyalty fuels advocacy but Passive is a larger audience On-going exposure C Closure & the moment of decision Consumer builds expectations based on experience to inform their next decision journey Source: McKinsey
  • 64. DECISION JOURNEY Pre-treatment research online & offline, link Keratinology to treatment as “part of the ritual”, help with variant selection & reasons to believe Choose Keratinology variant for treatment Reinforcing Keratinology as “part of Awareness the process” and prolonging the beauty of salon treated hair (linked to her previous experience) Select Keratinology variant in store First product usage Build relationship & ensure she gets the most out of the product – the experience will inform her next decision journey
  • 65. A seemless journey across events, web & mobile building awareness, stimulating trial and encouraging loyalty & repeat usage.
  • 67. The foundations of any approach: Guided by:
  • 68. COMMON SENSE, IA OR UX? Imaging we are given... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 69. COMMON SENSE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 70. INFORMATION ARCHITECTURE DOES... Forks Knives Spoons Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 71. USER EXPERIENCE DOES... Source: Gail Leija “What is an IA?”; images adapted from The Order of Things: How Everything in the World is Organized into Hierarchies, Structures and Pecking Orders Barbara Ann Kipfer, Random House NY 2000
  • 72. But great User Experience asks: “WHO SAID THEY NEEDED US TO LAY A TABLE?”
  • 73. GREAT USER EXPERIENCE IS EVERYONE’S RESPONSIBILITY . * Designers Developers Planners Creatives Account Management Project Business Management Consultants Managers Analysts UX’S ROLE IS TO ALIGN & ENSURE WE GET THERE, BALANCING THE NEEDS OF THE BUSINESS & TECHNOLOGY WITH THE NEEDS OF PEOPLE. *In fact these days more and more of these people are producing the traditional outputs of UX – interaction designs, user flows, business logic etc
  • 74. This is done Or what we by using User Centric Design Thinking like to call USER CENTRIC MAKING THINGS DESIGN THINKING. BETTER, SOONER. DESIRABILITY (Human) FEASIBILITY VIABILITY (Technology) (Organisation) User Centred Design Solutions are an overlap of these three lenses; they need to be Desirable, Feasible, and Viable. Source: IDEO
  • 75. WHAT IS THE VALUE & BENEFIT OF UX? FASTER WAY TO MORE SUCCESSFUL A BETTER SOLUTION. & EFFECTIVE WORK. GREATER PRODUCTIVITY & A WAY TO PUSH INNOVATION.
  • 76. A COLLABORATIVE & ITERATIVE PROCESS. ALL SKILLSETS ARE INVOLVED THROUGHOUT, BUT PEOPLE’S INVOLVEMENT & DELIVERABLES WEIGHTING CHANGES BY PHASE. DISCOVER COLLISION MAKE PLANNING UX UX CREATIVE/DESIGN DEVELOPMENT WE NEED TO PLAN RESOURCE ACCORDINGLY – IT IS NOT ABOUT PASSING WORK “OVER THE FENCE”.
  • 77. WHAT HAPPENS WHEN A UX ARCHITECT IS NEW TO A STANDARD PROJECT? DIGEST & EXPLORE & BRIEF FIRST RESEARCH SKE TCHES (ASK QUESTIONS) DAY 1 DAY 2 ITERATE (SKE TCHES & IDEAS) DAY 7 DOCUMENT/ PROTOT YPE DAY 6 DAY 3/4/5 (or more) (PRESENT WORK) ITERATE MAKE (REFINE & GE T (COLLABORATE ON AGREEMENT ) DESIGN SOLUTIONS) NB: NOT A SPRINT
  • 78. DELIVERABLES. “UX, they’re the people that do wireframes.” - Anonymous
  • 79. “Grrrr.” - Anonymous* *me
  • 80. DISCOVER COLLISION MAKE Start of Project Sketches Iterating Testing Review & Site audits Storyboards Monitor Proof of concept Competitor, Peer, Concept Models QA Lateral Analysis Mood Boards Listening audits Personas User Stories Prototypes Audience Research Design Comps Stakeholder Interviews Digital Strategy User Testing Beta Testing User Journeys Functional Specs Site Maps KPIs/Objectives Tech Specs Content Strategy Taxonomy Cardsorts Project Discovery Report UX/Design Brief Prototypes Assessment & Collision Session & Team alignment & Final Documentation UX Involvement Time Line Key Sign-off
  • 81. DELIVERABLES SHOULD DEPEND ON WHAT WE ARE TRYING TO ACHIEVE. SKE TCH PROTOTYPE Evocative Didactic Suggest Describe Explore Refine Question Answer Propose Test Provoke Resolve Tentative Specific Noncommittal Depiction WIREFRAMES? (Based on best solution) Source: Bill Buxton
  • 82. DELIVERABLES ALSO DEPEND ON TIMINGS, PROJECT SCOPE & CLIENT. Production-ready prototype When clients ST O really engage C & Image-mapped Better at communicating E Design Comps M Design Comps than documenting, good TI for user research Graphically “skinned” prototype VISUAL FIDELITY Walkthrough Design Comp video Interactive wireframe Paper wireframe prototype prototype Good for solving the problem, but clients can struggle to engage (& a wrong decision here can cause issues later) Wireframes JUST BECAUSE WE CAN DO SOMETHING, DOESN’T MEAN Page sketches Image-mapped Page sketches Box page diagrams WE SHOULD. FUNCTIONAL FIDELITY Source: Fred Beecher, Evantage Consulting “The Dimensions of Fidelity”
  • 83. IT DOESN’T END WITH DELIVERABLES. ALLOW TIME (& BUDGET) FOR TESTING. Guerrilla or Eyetracking or Corridor Testing Lab etc. on Sketches, Concepts on final designs & & WIREFRAMES. BETA RELEASES. ESPECIALLY ON LARGE OR LONG LASTING PROJECTS... ...& PREPARE TO REFINE WHEN WE GO LIVE* *Despite implementing best practice and extensive testing, when a project goes live with real people in the real world you will always discover something new, unexpected and in need of a fix.
  • 84. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE. ER V O CO DISC It is about getting people to LLIDE see something, do something, and successfully enjoy doing it . MA KE
  • 85. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE.
  • 86. BECAUSE DIGITAL PLANNING & UX IS PART OF A CIRCLE. A CIRCLE MANIFESTING THE BEHAVIOUR INHERENT IN A BRAND IDEA... ...TO DELIVER A MEASURABLE, BUSINESS BUILDING, MARKETING GOAL.