Creating Awareness and Engaging People through Digital Touch Points

Transcription

1 Creating Awareness and Engaging People through Digital Touch Points November 17, 2008 Genesis Capunitan Management Supervisor - DDB Worldwide Phone: genesis.capunitan@la.ddb.com 1

2 Creating Awareness and Engaging People Through Digital Touch Points 1. What is considered a digital touch point? 2. Viral Marketing vs. Viral Expansion Loop 3. The Obama Campaign 4. Implications for a Low-Carbon Movement 2

3 What is a Digital Touch Point? A digital application (i.e. online banner, website, blog, text message, etc.) that provides two-way interaction capability through a personal electronics devices. 3

4 One screen is now many screens, which means there are more opportunities to interact with users. 4

5 Social Networking Display Ads Organic and Paid Search Outreach Online Widgets User-Generated Content 5

6 Branded Content Mobile and Handheld Online Mapping and GPS Digital Signage Virtual Reality Blog or Micro-Blog 6

7 Why are these digital touch points important? Users spend a lot of time online and it is only increasing. Allows your company to inform people that there are you new products and services available. Every touch point is an opportunity to say something great about your brand (or movement). A great channel to build loyalty and measure their behaviors. Connect your users to other users to build community. Online entertainment-based content to capture more time from users. The digital channel is always on 24/7, on demand, and possesses a ubiquitous omnipresence. 7

8 What can these digital touch points accomplish? Viral Marketing Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Cadbury Gorilla: branded content and shared media. Viral Expansion Loop A viral expansion loop is similar to viral marketing with one notable difference: viral marketing can't be replicated indefinitely, while a viral expansion loop must be, in order for it to exist. When properly conceived and implemented, a viral loop almost guarantees self-replicating growth. Create a network of friends. Mentos & Diet Coke: user generated content and shared media. Create a network of professionals. Create your own social network based on a particular interest. 8

9 The Viral Continuum A gradual transition from a viral one-off marketing event to a repeatable and multiplied expansion of exponential users that possesses a sustained growth. Viral Marketing One-Off = a spike in users and interest and then declines Viral Expansion Loop May start off as a viral marketing one-off event but transitions to a self-replicating user growth phenomena. Employ social networking and social media tactics with clear value to the individual user. 9

10 Launched a digital campaign with a viral intent Online users build the brand through social networking, user generated content, shared media and branded entertainment. Speak directly to users: Text message campaign, website, and online banners. The brand was a creation of socially focused group effort: They took the concept of change and expanded it. Created a specific and intentional user experience: inclusion and accessibility: Foster conversation and harness the power of shared media. 10

11 Then evolved into a viral expansion loop and into a movement. Social Networks: Thousands of networks representing millions of people were created. Text Message VP announcement was sent before an official television announcement was made. User Generated Video Thousands of personal home video extending the message of change and hope. 11

12 What are the implications for an energy efficiency movement and a low-carbon future? Some consideration points 1.Continue to build education on global warming and modify the hearts and minds of skeptics. 2.Convey a clear behavior: call-to-action at home, the commute and at work. 3.Make aware of how carbon-based electricity is produced and align that information with home and automobile behaviors that are understandable. 4.Sway and build public opinion. 5.Influence state and federal legislation. 6.Utilize consumer pressure on manufacturers and retailers to produce good products and eliminate bad ones. 7.Online community calling to contain climate change. This is an opportunity for US leadership. 12

13 Key Takeaway: Digital touch points are not as effective by themselves but by offering these touch points to users and conveying why it is personally valuable to share content with others combined with a long term set of goals is where the viral impact lies. 13

14 Some reading suggestions regarding viral marketing The Nature of Marketing: Marketing to the Swarm as well as the Herd by Chuck Brymer Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff 1. Look at engaging communities as a longterm process 2. It all starts with branding 3. Live your brand message 4. Listen to your customer community 5. Listen to you internal community 6. Listen to your creative community 7. Make a numbers case for social marketing 8. Keep learning from nature 9. Look beyond buying and selling 10. Embrace change and the rate of change 1. People: What are your customers (users) ready for? 2. Objectives: What are your social media goals? 3. Strategy: How do you want relationships with your customers to change? 4. Technology: What applications should you build? What technologies already exist? 14

15 Thank You! Genesis Capunitan Management Supervisor - DDB Worldwide Phone: genesis.capunitan@la.ddb.com 15