Behaviour underpins brand in a networked age
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A presentation we did for a brand marketing consultancy to explain how, of the 4 pillars of brand (behaviour, comms, environment and product) - understanding of behaviour was the critical factor in successful brand mak
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Behaviour underpins brand in a networked age
- 1. How behaviour underpins brand in a networked age Human digital
- 2. Who we are Established 2007 Human analysis of online conversations A proprietary research methodology A unique consulting framework A proprietary ROI model Proven across an international client base
- 3. our clients
- 4. 9 case studies … 3 social applications 3 social brand campaigns 3 social brands
- 5. Brand in a networked age
- 6. Brand in a networked age
- 16. 3 social Brand campaigns
- 17. 42 million votes in 12 months Pepsi
- 18. Pepsi
- 19. 107% increase in sales Old Spice
- 20. Old Spice
- 21. Best Buy 28,000 questions answered
- 22. Best Buy
- 23. 3 social Brands
- 24. Sold to Amazon for $1.2b Zappos
- 25. Zappos
- 26. 250,000 - $20 virtual tractors sold a day…. Farmville
- 27. Farmville
- 28. Obama Outspent McCain in key states 20-1
- 29. Obama
- 30. how?
- 31. Social? Or just Digital
- 32. Social brands understand behaviour… Behaviour
- 33. Behaviour + Objectives = ROI
- 34. Behaviour – 7 Questions Q1: Where is my audience online? Q2: What is my audience talking about? Q3: Is the audience talking about my brand positively or negatively? Q4: How much is the audience talking about my brand / issue? Q5: What type of websites is my audience using? Q6: What type of content drives engagement? Q7: How best to engage with my audience?
- 35. Behaviour – 7 Questions Q2 Q3 Q5 Q6 Q7 Q4 Q1
- 36. What is the future of brand?
- 37. Sarah Ward, Founder sarah@human-digital.com (m) +44 (0) 7590 374 533 Christian Gladwell, Chief Executive christian@human-digital.com (m) +44 (0) 79545 159 012 Mark Bjornsgaard, Strategy Partner mark@human-digital.com (m) +44 (0) 7939 155 935
Notas del editor
- Case studiesInspire us with 'what's hot' in digital brand marketingshow us lots of examples of inspiringdigital brand activation that has delivered tangible results for brands (e.g. overall ROI, increased engagement/awareness/desirability)What examples do you love and really inspire you? (from social media to augmented reality through mobile apps and integrated brand campaigns)Which consumer brands are leading the way in using digital to engage with consumers and increase the desirability of their brands? (I.e. what's new/hot?)What hasn’t really worked/what myths need debunking - e.g. digital activity that gets a lot of undue attention but doesn't actually achieve much?ScienceWhy?How do they increased levels of desire?What makes them so powerful and exciting?
- Talk today about 9 real world examples of social media and digitalBroken 3 different categoriesapplications and technology – in a campaign settingWider, more long term brand campaigns with social / digital @ their coreBrands who are social – whose DNA is social – who have grown out of the social web
- We’ll see how each one – stacks up against a fairly standard – brand definition modelSo when we think of brand – we think of 4 major facets:Behaviour – the way a brand actsCommunications – the things it says and how it says themEnvironment – the places where it operatesProduct – the things it sells
- It appears that successful digital / social brands flip this thinking& understand this model from the perspective of their customerTo understand how a brand should act – a brand must know how their customers behaveTo understand how to communicate – a brand must know how their audience talks to each other – and what they talk aboutTo understand the environment in which to exist – a brand must understand where their customer are onlineTo understand what products and services to offer – a brand must understand what products and services their customer want to buySo its this model – we’ll use to run a quick diagnostic over each of the case studies we look at….
- Without further ado…..A few nice case studies of small, tactical campaign based social / digital activiation
- Augmented reality campaign for the relaunch of the iPlayer
- (Point out – ongoing grey – aspects important - not a differentiator)Behavioursocial capital – personalised and exclusiveunlock AR + DMindividualised to influencerCommunicationRufus / ironic / in on the joke / “orbs of light”EnvironmentTechnology prof. – on Twitterinterested in augmented reality
- Nike Run’s Mobile appNike run - largest community of runners everevents / mobile apps / BTLutility for runners around the worldThis app – monitors your run, sends data back about location, speed / allows user to share
- So how does it stack up?Behaviour- Audience want to share their passion - want support - want to show offEnvironment Fascinating – this wasn’t brand on the bus home, or just “on mobile” – brand whilst people were sweating it out on a 5 milerWas iPhone that made collecting data possibleEarned this right from utility – no usage / unless it delivered genuine utility
- Mad Men YourselfAvatar creation app for season 3 / recently re-launched / updated and developed for latest seasonLike elf yourself – starting to be “known” as a stand alone assetnot revolutionary / we like / really well put together / resonated with the brand values of the show / simple mechanic / fun to use / my linked in profile is now me as Don Draper – says something about me
- BehaviourAudience wants to participate – to create, to personalisepart of the showEnvironmentTV audience also onlinetalking about the show / swapping anecdotes / discussing past and future plot linesCommsprops, manic attention to detail / everything 50s, cool / cigarettes in the app aren’t cigarettes – they’re lucky strikesRiffs on that / detailing on the app is brilliantProductThey weren’t specifically – but plenty of examples of TV and gaming directly informing their products – allowing audience to participate – Sega,
- So now I The distinction between digital and social – we’ll come back to at the end
- ditched $20 super bowl ad spendnot for “viral” ads – real, meaningful engagement - Demi Moore asking for 250,000 to help child poverty in the US – not Africa – USA brave move – Human, empathic, empowering, generous, simple mechanic & spoke to the concerns of AmericansFollowed the mantra of “bigger the brand, smaller it must act”Now in its 3rd year – extending it outside US – plainly a massive brand “hit”
- behaviour- Audience wanted to get involved – wanted grass root solutions they could take charge of – identify the problem – then get out the wayenvironment- online as important as TVComms- highly visual – video based proposition – talked to them in a human, collaborative – but challenging way – we’ve taken as risk – now you have toProduct- Users were defining the product – Pepsi weren’t saying “we’re investing in this” – asked people to decide what to invest in
- We loved itIt was very originalit was funny (wet fish hand catch)human (when Isaiah mentioned his daughter in one of the last clips)Genius idea – using ATL to drive a brilliant Started ATL – then over the course of 24rhs – team worked around the clock, to answer people’s tweets and messages – in real timeAlthough much was rehearsed – we loved it – redefined using social media
- Behaviour– social, love sharing content, they’re mobile, using Comms– understood old spice had a reputation management issue – boring old brand your dad – or even worse – your grandad usedEnvironment– twitter, facebook, you tube – all content capable of being shared, mashhed up, customised – made personal
- Twelpforce is Best Buys’ – Twitter based, tech. answering service1,000s of employees around the world – coming together to answer customer service issues in real time – breaks down barriersBrilliant brand marketing which is actually an SEO strategy….
- Behaviourtech. audience – disporoportionally early adopter - tech. savvyEnvironment– want customer service in the channel which suit them – twitter- Communications- Audience talking about the products and the brands selling them on Twitter – so enagge them there
- Now – really getting to the good stuff – those brands who are defining their proposition – through social behaviours
- Idiosyncratic culture – with emphasis on obsessive customer experienceNo discounting – service nad selection over price Primary objective - improve our relationship and connection with our customers.“There is no marketing – no flashing virals, no big TV adsInstead – all about customer retention
- Behaviour- Core of their proposition was WOM – they knew – if they got their service right – people would talkEnvironmentCustomers were time poor – online – weren’t on the high street – saw the opportunity to sell clothes online – so long as the customer service was top dollarCommunicationsAll about comms – all about making sure that satisfied customers talked – e.g. The longest customer service call took almost six hours…. Known to tell themProduct- listen obsessively to what their customers want / don’t’ want – e.g. Free 2 way shipping – moved the enture warehousing operation from california to kentucky – to take delivery time to east coast from 5 days to 2 / wanted accurate inventory online – so what the website said was available actually was
- We love farmville – it is, whether we like it to not – the quintessential web business – ultimately flexible and responsive businessAny business for 7-9b which sells 250,000 virtual tractors a day @ $20 a pop is f**king amazing All games have the simplists mechanics – missions – whether you’re putting together a look for a party, or a squad to assassinate a gang member, or sowing a field of virtual barley
- Behaviour- All about standing out – accuring social capitalCommunicationseverything tailored around how they talk and learn from their customers – forums say they want beetroot tomorrow – give them beetrootwhere its customers areMobile, virtual worlds, consolesProductListens to customers in forums – creates products their audience wants
- Obama campaign remains the definitve master of social mediaSimple principle of audience engagement - get a voter to do just 1 thing more….If they’ll send an email – will they attend a rallyIf they’ll donate $10 will they take someone to the pollsOutside of the fact he was elected president of the US – outspent his oponent 20:1 6m donations of less than $10Held negative conversations on his own platformsUse of video and mashups to hijack his oponents marketing spend
- Hardly any surprise Obama campaign lights the dialsbehaviourYoung electorate were social – they wanted to be involved, to understand, to stand out amounts their peers, be part of a cause they believed inWhat its customers talk aboutSegmented his database into 40,000 separateWould ask supporters to make their own video rebuttal ads and “channel” floodOn the flip – held a difficult conversation – was seen to take rough with smoothEnvironmentKnew they were using social networksKnew they wereproductpopulation was highly cynical about politicsShaped his message and policies to what concerned people
- Looking at brilliant case studies is great – but the question must now be – howHow do we put our own clients’ brand in a position to be able to recreate and build on this success?
- First - difference between “social media” – and digitalMuch labelled“social” – is conventional marketing - in digital channels –broadcastingmessagefine…Reason distinction – find our clients –get excited about the kinds of case studies we’ve talked aboutBut to do thisTo create “an asymmetrical, uncontrollable explosion of an idea across a network”Not as “easy” as simply broadcasting a message
- To generate “an asymmetrical, uncontrollable explosion of an idea across a network”Above allelse – you need behaviourEverything “social” is ultimately – grounded in deeply understanding how their audience behavesBecause “social” is a behaviour – not a platformAll these 9 case studies – are case studies – and not just ok campaigns - because they grounded their thinking and approach in the behaviours of their audience
- Come as no surprise to learn – that Human digital proposition is Behaviour + objectives = ROIWhat we mean by that – is to be successful – to deliver ROI…we need to combine an understanding of brand objectives with, an understanding of audience behaviour
- To understand behaviouranswering 7 questions[1min only on research methdology – just the juicy headlines]You can see – that if we map a understanding of behaviour against the original model….
- The core work for everyone involved with brand is more important than ever – deep, clear understanding of audienceAnd whilst continuing to understand an audience’s particular issues / ways of being specifically around our clients’ product / serviceWe must widen our gaze – start to look outside product / service itself – and see how it applies / is used in the everydayNike (environment) – whilst their in ATL work - it is about communicating the brand attributes / product benefits – and always will be…They also saw how they could live, be relevant and useful in an environment, while their customer was runningBBC (communications) – we understood exactly the technologies, personalities and tone – which would resonate with the audiencePepsi (behaviour) – reaosn why Pepsi brand is now synonomous with social causes and caring – because they deeply understood what their audience wantedFarmville (product) – reaons why Zinga will be the biggest ever internet IPO, and they sell 250k tractors a day – is because they are hyper resonsive to their audience