The document discusses three common digital marketing flaws that can negatively impact a brand online: 1) having a disconnected story across platforms by only publishing videos to YouTube without connecting them to the brand's main website, 2) treating social media as just another publishing channel rather than engaging with audiences, and 3) thinking of mobile experiences as separate from other digital experiences instead of providing consistent branding across devices. It provides examples of how to avoid these flaws by adding annotations and descriptions to videos, tailoring social media content to different networks and audiences, and designing for consistent experiences across devices. The key is to focus on building trust, personalization, authenticity, connection, and consistency for digital audiences.
17. What Can You Do?
Add “annotations” to your video as Call-to-Actions
Doesn’t work on mobile/tablet
Use the video description to reinforce how the video fits
into your story
33. Facebook Is Not Twitter Is Not LinkedIn
Different methods
Facebook accepts long posts, inline images, and video
Twitter is like Instant Messaging (but with a lot of people at the
same time)
LinkedIn’s audience are business professionals
How to keep content in context
Remember the audience of the social network. To whom are you
communicating? What do they want to read or see?
Fit the format.
Make the content relevant. If you are just re-posting stuff from
your website with links, you are treating social media like just
another channel…
36. Doing It Right: Coca-Cola
On average, at least 1
interaction per post
Interaction is conversational
connecting the brand with the
audience (multiple likes on the
brand comments)
37. Not So Doing It Right: British Airways
On average, less than 1
comment per 5 or six posts
Comments are customer-
service in nature, adding
nothing to the conversation
(not interactive)
39. Doing It Wrong on Twitter: Coca-Cola
Notice the distinct lack of
references to anyone
Coca-Cola is just using Twitter
to distribute messages
No interaction…anywhere…
(no RTs, no mentions, etc.)
40. Doing It Right On Twitter: McDonald’s
Lots of RTs and mentions
Conversations with lots of
different users
Direct responses:
“Glad you liked them! RT…”
41. Social Engagement = Brand Equity
Among highly-satisfied consumers (satisfaction scores of
951 and higher on a 1,000-point scale), 87 percent
indicate that the online social interaction with the
company "positively impacted" their likelihood to
purchase from that company.
Conversely, among consumers who are less satisfied
(scores less than 500), one in 10 consumers indicate
that the interaction "negatively impacted" their likelihood
to purchase from the company.
J.D. Power and Associates 2013 Social Media Benchmark Study
42. Different but not Separate
Mobile is an aspect of your marketing strategy
48. What It Really Means…
More complicated workflow
Content is treated “differently” for mobile
Slower time to market
More elements of your digital presence to manage
53. Like Ciena
Focused workflow on creating content, not converting it
Selected content management tool that provided for
automatic conversion of content through mobile
“templates”
Focused on answering the question,
“What kind of content do people want to see when they are not
at their computer?”
65. The Result For Your Online Brand?
“Serving customers relevant content, delivering
experiences that are engaging instead of intrusive and, just
as importantly, measuring what’s working and what isn’t so
that we can improve our marketing are all critical. When
marketers begin to master these things we’ll turn the corner
– consumers will start to notice and we’ll start to capitalize.”
Ann Lewnes, chief marketing officer, Adobe
66. Maybe Hamlet Could Have Used Some Data?
0
5
10
15
20
25
30
Act 1 Act 2 Act 3 Act 4
Likelihood of Tragic Death
Propensity to Brood
Family Murders
Well…more specifically, what makes him a tragic characterIn short, he becomes more and more trapped in his own thoughts ( a tragic flaw) that prevents him from acting quickly in life. And all the dissociation there in
if you could all turn your books to Act II, Scene 1
I didn’t say “April Fools DAY…”
No really, before we jump into talking about your brand and the digital world, let’s set the stage first. Like explaining the title of this keynote and why what I just said is actually important
We are in marketing sometimes to share Hamlet’s tragic flaw- we focus on our own ideas and thoughts about what our audience wants (come on, you’ve all had the internal monologue) and react too slowly to what’s actually happening. It’s a left over from the previous decades of marketing.
Our digital marketing efforts can actually be flawed to begin with and, ultimately, undermine our brand online
What might you be doing wrong of which you aren’t even aware?
Act 1 Scene 1: your story has published some video. Its brilliant! Oscar Nominated stuff. Only you decide to just publish it on Youtube. It’s not on your site. The Youtube description doesn’t tie into your story.
Act 1, Scene 2: Your audience has watched your video. But they don’t know where to go next. No link to your website. No connection between the video and your other content. The result? Your Story is Dead!
No, but you need to connect those videos to your story. How can you do that? Let’s take a look at some examples.
Your story is back! Literary license, I’ve resurrected your story. And it wouldn’t be a good presentation without at least 1 zombie reference.
It’s Act 2, Scene 2: Your Story is Getting Louder. In fact, it’s yelling…the same message everywhere. Facebook. Twitter. Linkedin. Website
It may not be rosencrantz and gildenstern but your story is in jeopardy of getting killed again (sent by your boss, BTW; maybe time to look for a new job). Why? Because your committing a major social media flaw that is jeopardizing your online brand
On average, at least 1 interaction per conversation. Interaction is conversational.
I’ve called off the hounds and returned your story to Denmark (incase you didn’t know, that’s where Hamlet is from)
Remember, you are Hamlet. Tragic character. Focused to much internally. So you don’t see the writing on the wall. Treating mobile as a separate part of your digital strategy is like Hamlet not realizing that Claudius and Laertes are planning to kill him upon his return.
Is this not getting old? But that’s what happens when you don’t integrate mobile into the very DNA of how you present your story and engage with your audience digital
There are core themes that will bolster your
A new hierarchy of needs for digital consumers?
messages in different channels support other messages
appropriate messages and engagement for each channel
a message or story tailored to the individual
How you feel when someone you’ve lent money to pays you backNo, really, it’s how your audience feels about your brand online when your story is consistent, connected, authentic, and personalized. They come to you first.
To avoiding these and other tragic flaws that could undermine your online brandWhy? Because you stop focusing inward and start focusing outward