1. BRAND IS EXPERIENCE
Nick Leigh, Curtin University 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
2. (the intro bit)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
3. A (little) bit about me
17 years in visual comms and digital
Survived Web 1.0, surviving higher ed (so far...)
Stop me for a chat, um, later!
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
4. A bit about you
Who’s in the room?
Who’s ever had a bad customer experience?
Who ever shared that on TripAdvisor, Urbanspoon etc?
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
5. A bit about this session
1. Setting the scene: a competitive world
2. Brand perception and digital (connect)
3. Losing and winning (engage)
4. Free take outs! (retain!)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
6. Outcomes (with any luck)
Compelling reasons to think again about digital
Stories to pass on to illustrate good and bad practices
Tasks to review to gain a competitive advantage
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
7. Caveats
88.2% of stats are made up on the spot*
We’re all in this together
I will be using the word customer...
* thanks Vic Reeves
UniConference: Brand is experience 21.09.11
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CRICOS Provider Code 00301J
8. 1. Setting the scene
UniConference: Brand is experience 21.09.11
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9. Past
Source: PHD
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
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10. UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
11. Today
Source: PHD
(thanks Peter Harris)
UniConference: Brand is experience 21.09.11
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CRICOS Provider Code 00301J
12. “More than 25% of search results on
Google for the world’s 20 largest
brands are links to user-generated
content.
”
(SES Magazine, from Social Media Today, 09.04.10)
UniConference: Brand is experience 21.09.11
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CRICOS Provider Code 00301J
13. “More than 25% of search results on
Google for the world’s 20 largest
brands are links to user-generated
content.
”
(SES Magazine, from Social Media Today, 09.04.10)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
14. Students: eExpectations 2010
76% of university age kids are on Facebook, 59% use Youtube
33% have searched for your university on Facebook
74% of kids expect your university to be on Facebook
80% are looking for official and unofficial information
67% say it’s OK for admissions to connect with them
76% say it’s OK to create your own private social network
Overall: students engaged by a university on a social channel
are more likely to convert
(thanks noellevitz.com)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
15. So what?
The web has changed the behaviour, expectations,
power and influence of our customers
Our stakeholder groups have become informed,
impatient, mobile, social and critical
We’re communicating more than ever on digital.
Have we updated the business accordingly?
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
16.
17. “
Most university websites don't show you
information you want to know, they just
show you the information that they want
”
you to know. That's quite stupid really.
Pupil at Didcot Sixth Form, Oxfordshire, England.
Times Higher Education – Deciphering the code 19.08.10
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
18. What does success look like in 2012?
Continuing to do as we always have isn’t the
smartest strategy in the room: build it does not
mean they’ll necessarily come
Changes to higher ed will impact everyone on
campus. We’ll need to do something exceptional
Let’s start by addressing how our cohort
experience our brand.
UniConference: Brand is experience 21.09.11
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19. 2. Brand perception
(connect)
UniConference: Brand is experience 21.09.11
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20. Brand perceptions
Some think a brand is defined by its ads, products,
logo, design and other obvious features
For customers branding happens with the buildup of
experiences and interactions with the product or
service. This leads to their brand perception
How a customer interacts with your website, mobile
app or other device can greatly influence their
perception of you – even change it.
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
21. Digital changed the game
The web brings the power of experience to the fore:
it’s the ultimate customer-empowering environment
People construct their own experience through the
building blocks you are providing on your website,
social channels, apps, email, portals, CRM etc
Providing a consistently good experience through
these multiple touch points is the key to creating a
successful and trusted brand.
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
22. “Even the best marketing campaign will take second
place to a person’s ability to form their own perception
through the multiple avenues available to interact with
your company.
The right user experiences can build trust, loyalty,
evangelism and a strong positioning in the market for
your brand...the wrong ones can drive a user
”
elsewhere – for good.
Kara McCain
Nielsen Norman Group 09.03.11
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
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23. What really shapes a brand?
The buildup of a person’s experience with a company
resulting from multiple interactions either directly or
indirectly over the course of time.
Person’s
Brand
interaction
with a x Number of
interactions + Course of
time = perception
business
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
24. Trust protects reputation
Trust – protecting your reputation
When a company is distrusted When a company is trusted
57% will believe
negative information
after hearing it 12 times
51%
will believe
positive information
will believe positive after hearing it 12 times
15%
information after 25%
hearing it 12 times
will believe negative information
after hearing it 12 times
(Edelmann Trust Barometer 2011)
Informed publics ages 25 to 64
22
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25. Case in point: Facebook
How has the brand perception of Facebook changed?
In the beginning: simple to use, focus on service, great
experience. Now complex, exploitative and confusing
with a focus on service to outsiders: marketers
It was the people’s darling, but privacy concerns and
continual changes without user consent has seriously
eroded perception of the brand – it’s distrusted
People now seeking an alternative...enter Google+
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
26. Let’s ask the customers shall we?
Get Satisfaction
What makes people follow a brand?
29.06.11
UniConference: Brand is experience 21.09.11
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27. Let’s see that again shall we?
UniConference: Brand is experience 21.09.11
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28. Let’s see that again shall we?
97%
UniConference: Brand is experience 21.09.11
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29.
30.
31.
32.
33. (interlude: flavour of
the month)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
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34. UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
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35. Crunching the numbers
3.5 billion pieces of content shared Facebook / week
Youtube: 2 billion views per day
700 million on Facebook, 200 million on Twitter
96% of 18-35 year olds are on a social network
30 million tweets per day
78% of consumers trust peer recommendations...
...and only 14% trust advertising
(thanks en.guage.media)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
36.
37. In case you missed it
Brand perception is won and lost over time
A bad online experience has revenue ramifications
So many touch points, so much work to do...
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
38. 3.1 Losing (disengage...)
UniConference: Brand is experience 21.09.11
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39. How to lose brand advocates
People already like/love your brand and have
consistently bad experiences over time
People already like/love your brand and have one
really bad experience
People didn’t know what to expect but had a bad
first experience and/or consistently bad
experiences over time
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
40. Remember: experiences are real
People expect any online task to be pain free
They aren’t concerned with your corporate structure
They compare online experiences to real ones
They remember how every other site performs
compared to yours
They either blame themselves for failing to complete
tasks...or your company for poor design.
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
41.
42.
43.
44.
45.
46. UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
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47.
48.
49. In 2011 you are what your site/social/app is
Inconsistency in tone, navigation, quality, functionality,
usability all becomes evident on complex sites
Large businesses ‘show their corporate panty lines’
through their organisationally driven navigation and
fractured/inconsistent digital communications
Show people that their quest for information is important
to you and that you’re helpful
Quit confusing people!
(thanks again Kara)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
50. Universities hall of shame?
Customers want Universities are prone to
Brevity Waffle!
Simplicity Excessive complexity
Ease of use Confusion, dilution
Task driven System and process centric
Intuitive navigation Organisational hierarchy
Powerful search Irrelevant/confusing results
Usable, useful design Stock images, multiple brands
Relevance, context Dated and/or excessive content
Empathy, humanity Company speak
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
51. 3.2 Winning (engage)
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
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52. How to win brand advocates
People already like/love your brand and have
consistently good experiences over time
People already like/love your brand and bad
experiences are kept minor over time
People didn’t know what to expect but have a great
first experience and /or consistently good
experiences over time
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
53. That’s why I’m easy
Your site’s ease-of-use reflects directly on your
brand and shapes your customers’ impression of
whether or not you care enough to build a site
they can successfully use
A competitor is only a click away for an unhappy
customer.
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
54. Have some personality online!
Like it or not, brands have a personality online
Your ‘brand voice’ and conduct is critical
Visual design and imagery: is it relevant, appealing?
Functionality and features: are they usable, helpful?
Are you interacting, engaging or just broadcasting?
How does your online personality differentiate you
from your competitors?
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
55. Online, everyone has power
People are influenced heavily by others
People will seek out genuine reviews and opinions:
they have the power to find information and data
Head off potentially bad PR offline in private
Help people by using transparent evidence, show
and encourage feedback, and give them a clear
way to contact you
Direct engagement builds authenticity and trust
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
56.
57. 3.3 Curtin case studies
and strategies
UniConference: Brand is experience 21.09.11
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58.
59. Studentbox
Purpose: to help students through high school into uni
Objectives: 30% market penetration, help 2% prefs increase
Requirements: safe, engaging, community, timely, integrated
Roles and responsibilities: agency, marketing, digital media
Audience: Year 11 and 12s (WA only)
Scope: hosted, targeted, complementary to website
Risks, assumptions: no interest, cost, hosting, competition
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
60. Studentbox
Content: value, time, flexibility, tools, topics
Engagement: forums, chat, applications
Launch: Student Edge, expos, Facebook, schools
Reporting and optimisation: weekly and monthly, qualitative
and quantitive
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
61. Results – Studentbox
Members: 13,566 (note up from 4,677 in Feb)
Time on site: 2mins 55sec
Usefulness: 95.9% found it easy to use and content useful
Awareness: 91.2% said it raised awareness of Curtin
Preference: 48.4% more likely to make Curtin first pref (+32.7%)
Recommendation: 90.3% would recommend to a friend
Awards: 10 awards including AIM marketing program of the year
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
62. Case study <event>
Harnessing social media for communica5on in the credit industry
AICM (WA) 16 September 2011
63. Curtin Open Day
Purpose: increase noise, ‘buzz’ and interaction around event
Objectives: pre event: date, during event: customer support
Requirements: easy, accessible, useful, manageable
Roles and responsibilities: DMU, PR, FSC & other acronyms
Audience: Yr 11 & 12 plus influencers - smartphone users
Scope: outbound activity program, inbound comments
Risks, assumptions: users are mobile, find the channels
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
64. Curtin Open Day
Content: tailored core messages, reminders, comment
Engagement: Twitter & Facebook, casual tone
Launch: included in all media, website, advertising
Reporting and optimisation: pre event, post event
UniConference: Brand is experience 21.09.11
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CRICOS Provider Code 00301J
65. Results – Open Day
98 tweets (approx 4/hr): 50 replies
Surge in Twitter followers on the day - 300+
22 Facebook posts: 10-40 likes, 3-10 comments per
Surge in Facebook ‘likes’ - 300+
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
66. DMU team building 2011 12.10.11
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67. DMU team building 2011 12.10.11
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68. DMU team building 2011 12.10.11
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69. DMU team building 2011 12.10.11
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70. 4. Your take outs
UniConference: Brand is experience 21.09.11
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71. “It’s the students, dummy.”*
Do you understand the consumer power of digital?
Do you understand the impact on your brand?
Do you work for or against your customers?
You have the power to influence opinion and
behaviour (and sales) through digital tools.
Give digital users the best possible experience at
every touch point...this is an increasingly critical
component of brand building.
(*thanks Bill Clinton)
UniConference: Brand is experience 21.09.11
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72. There’s an
app for that.
UniConference: Brand is experience 21.09.11
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(image: Cristiano Betta)
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73. Are your key touch points pain free?
Courses Campus map(s)
Entry requirements Research centres
Application Student/staff portal
Enrolment Academic calendar
Student support News and alerts
Staff directory ...and it is all mobile?
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
74. Organisational challenges ahead
Encouraging cultural change from organisation to user
centric – acceptance of new skillsets and customer
service standards to drive conversion efficiency, save
the business money and increase sales
Stop the tail from wagging the dog – admin, processes
and systems exist to support your customers’ needs
and are responsible for the +/– experience they have
Think again about what priority is given to digital...
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
75.
76. Bringing it all home
Connect. Via all your touch points – branded,
resourced, prioritised and strategised consistently.
Engage. What’s your brand voice? How are you
making tasks easier? Do you deliver on and offline?
Retain. Get your services right and give your
students (and staff) reason to be advocates.
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
77. The end game
UniConference: Brand is experience 21.09.11
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78. The end game
UserBrandCustomer
Experience
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J
80. Brand is experience
“ for your time.
Thanks
Nick Leigh ”
Curtin University
@nixstuff
UniConference: Brand is experience 21.09.11
Curtin University is a trademark of Curtin University of Technology
CRICOS Provider Code 00301J