Taking Scotland to the world: Making your mark digitally

Taking Scotland to the world
Making your mark digitally
1st Nov, 2012

John Campbell Ryan Sackett
Director Consultant

@precedentcomms #PrecSem

Who are
Precedent?

Making your mark 2012

About us
A communications consultancy
specialising in delivering
creative solutions for a digital
world.

– 80 experts
– 5 sectors
– 5 locations
– 21 years

A UK Top 10 digital design agency

1.Grabbing attention in a widening market
2.Assessing your market
3. Distilleries engaging globally
4. Maximising your mark
5. Considering the future
End


Grabbing
attention


3000
Estimates suggest that on average a
person in the UK is exposed to more
than 3,000 brand and advertising
messages a day


1,000,000,000
active Facebook users in the world


Herbert Alexander Simon, an American psychologist summed this problem up
in a simple quote:

"A wealth of
information creates a
poverty of attention"


So attention is what all
brands are now fighting for.
And gaining attention is the
first step to having a
conversation with
consumers.

This may sound obvious but
today's problem is getting consumers to consume
advertising.

Traditional advertisers have always followed a model that
suggested consumers went through a linear process they
called AIDA - Attention, Interest, Desire and Action.

In today's world Attention is the major and key
factor in the process of converting non-consumers
to brands.


How to gain attention
Firstly understand the triggers


As long as the consumer sees relevant
content, he/she is going to stick around or
return again – this creates opportunities to
have a selling conversation.

Relevancy

I thought one couldn't enter a tangent
but only touch one.
Apparently, Tangent is the "grass seed
capital of the world".

Uniqueness
In today’s culture, the things that stand out do so
because they are extremely unique. You can’t just
be slightly different, you need to do something a
little more extraordinary to really catch people’s
attention.


Uniqueness
The only way to be unique is to be yourself and
let a part of you and your personality be reflected
in your product.
Don’t try to be all things to all people, stand for
something.



5.Considering the future
End

Assessing


Traveller touchpoints

Dream Book Count Journey Arrive Experience Leave Remember
Down

Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze

Connect

Explore


Dream Book Count Journey Arrive Experience Leave Remember
Down

Hit the Ground Go with
Inspire Simple Excite First Aid Journal Laters
Running the Breeze

Connect

Explore

Problem
Book Activities (Re)Book
Solve
Focus &
(Co)Plan Cross Sell Orientate Engage Au Revoir Member Reunion
Magnify

Inspiration Organise Looking After Retain


Planning for the audience
Idealise Parallel Twin Value Convert
Audience Believe in you as a Have the same Want the same See the personal Call to Action
eg, ABC1 Fence change agent experience things / agenda benefit
Sitters
Busy, busy, busy! She’s just like me I could use that

Per audience, pick which media will communicate the
planned emotional attachment and CTA

Audience
Persuasive techniques Conversion funnel Media Campaign

Incentives Awareness (could do)
(Right) Messenger
Norms (what others do) Options (might do)
Defaults (go with flow)
Salience (value or novelty)
Priming (setting expectations) Evaluate (thinking about doing)
Affect (emotional message)
Commitment (promise to do) Shortlist (maybe convert)
Ego (Feel better about yourself)
Convert (buy / sign-up)

Opportunity chart
Digital
promotion – AR
Opportunity

& QR potential

Press reporting
Reporting and
Impact analysis blog of success Promotion to Regular
TV, broadcast join, product connection –
Event give away Twitter, email
promotion Personal Sign up
Social
connection
Advertising connection
Facebook /Blog

Idealise Parallel Twin Value Convert
Web site: must be Website: clear Event module: a clear Web Site: Link to the Website: simple and
directed to a strong information providing areas on the web site products to offer easy to follow sign up.
presence. unbiased and positive for events. product with sign up.
reasons to select. Webshop: clear link and
Mobile site: mobile Blog: blogging from TGB Share: promote the tell initial discount in the
Touchpoints

channel should be used Mobile: optimised and personalities to a friend option across webshop.
for promotional experience on the introduce current and the social space
connection. QR & AR mobile personal experiences. Promotion: Tell a
opportunity Friend

Ad campaign: general
awareness


Being integrated
Digital

Online ads

Direct
Landing page
marketing
Word of
Social
mouth Mobile
Email

Awareness Interest Desire Action

Tourism Web site Web site
agency Staff

Shop E-newsletter
PR

Physical


Research methods
Permanent
Stakeholder
Phone Staff Face-to-face
(Staff)
Interview Survey Interview
Workshop

Crowdsourced Idea Storming
Crowdsourced Pain Storming
Remote Personal
Experimental Sandpit
(International)

Traveller
Insight Persona Development
Questionnaire
Diary Study

Buzz Monitoring Transient
Stakeholder
(Travellers)


low identified fan highly identified fan

medium identified fan


Knowledge
“My needs change
Experience
with time. I want
someone that is
proactive, that I can Service
trust and that isn‟t
going to rip me off” Technology

Influencers
Networks

Opinion

Research

Events
Ash, 40, small business owner Commercial client
Peers

Goals Behaviours b+m must b+m must not
Find relevant services All his energy goes Be upfront with costs Be overly complex
Have a b+m „person‟ into his business Meet deadlines Be slow to respond



End

Customer engagement
through use of digital Viewed of as:
channels to meet customers The novice
needs. The enthusiast
The devotee

We considered their Web space, social
and mobile presence


Some findings:
1. Web sites being seen in isolations.
2. Brand are not differentiating and balancing
the educational and emotional needs and the
clear calls to action.
3. Stereotypical



End

Let your website do
the talking


We need to sell
more ….


I need a ….


As a new parent, I want to save
money, so that I can have enough
put aside for when my son goes to
university.


Outcomes for your website
Attract new customers

Retain existing customers

Build trust

Increase reach

Sell something


Decisions are
rational and
emotional


We must understand our users, and their
motivation

We must balance our outcomes with our
users‟ motivation

We must respond to the context

We must engage our audiences


What is engagement?

…the process of forming an attachment (emotional and
rational) between a person and a brand.

engagement measures the extent to which a consumer
has a meaningful brand experience when exposed to a
particular experience.

turning on a prospect to a brand idea enhanced by the
surrounding context


It is impossible to engage
someone if you don’t know
what’s motivating them.


Grab their attention

Help them comprehend the proposition you are
making

Give them what they need to make a decision

Enable them to recall you and your offer

Give them satisfaction


Making an emotional connection

Framing
Feedback loops
Goal setting / Achievements
Story
Familiarity Bias


“Less than a cup
of coffee a day”


We are engaged by
situations in which we
see our actions
modify subsequent
results.


We are engaged by
experiences that can
bring meaningful
achievements


Narrative elements are
more believable.


“Storytelling is the best way to emotionally
connect to people. We all have stories in
common so instead of listing facts and
figures on your website, tell the story
behind them.”

Robert Mills


Info-graphic


We prefer things
that are familiar to
us.


“Showing personality in your app, website, or
brand can be a very powerful way for your
audience to identify and empathize with you.
People want to connect with real people and too
often we forget that businesses are just
collections of people. So why not let that shine
through?”
Aarron Walter


Driving people to you...
Digital integration or isolation?


What is Social media

Social Media is not about exposure but
influencing individual consumers to buy
your product, engage with your
communication teams, share your
ideas, and tell their friends about you.


Ref DAVID ARMANO

Social and the enterprise

Social media is no longer simply about
the conversation.

Social Business is about making all
material in the company shareable and
findable.

Empower your employees and clients will
share, comment and engage.

• Need of the 'life' of the company.
• Be Personal (Use your own voice)
• Know your audience
• Focused (what’s really important)
• Interesting, useful & timely
• Quick to read (400 – 1,000 words)
• Enable a community (Question, listen &
interact)


digital marketing must match your
individual problems and culture
because without a custom fit, you’re
missing the point.


individual problems and culture
because without a custom fit, you
are missing the point.


The internet @ Google web 2.0 Summit

Tactics to victory


Tactic 1: SEO
Long-term influence
and growth. Great effort
with great effect.


Tactic 2: Social Media
Win hearts and minds.
Small effort for short
lived effects.


Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.


Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.


SEO
SEO missions
“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”


Learning
The internet has no borders.
Find unlikely allies to
further your campaigns.


Tactic 1: SEO


SEO results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email


Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.


Email missions
“There are so many things
Tactic 1: SEO
our customers could be doing!”
“There are so many things
our customers should know!”


Email results
Tacticincrease in site
400% 1: SEO
visits during Alzheimer’s
Awareness Month.


Tactic 2: Social Media
Win hearts and minds.
Small effort for short
lived effects.


Social media missions
“People don’t know us enough.”
Tactic 1: SEO
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”


Learning
There is no end destination.
Pick one target, many
platforms, and never let go.


Case Study: Cairn versus Greenpeace

Target response only to Cairns audience

1. Integrate social media with other public
relations
2. Put in place three tiers of response
1. listening
2. proactive
3. Reactive
3. Expand media relations to include Cairn
advocates


Social media result
Tactic 1: SEO and approach
Cairn have a policy
ASOS: 1.7 million VERY
active ambassadors


PPC missions
“We’re about to do a launch.”
Tactic 1: SEO
“We’ve got a market to fill.”
“We need aggressive SEO.”
“We have a specific problem.”


PPC results
Tactic 1: SEO sites
415 participating
36 million impressions
300% increase in donations
compared to same period


campaigns are the way to market
digitally because without targeting
you‟re just paying to spam.


campaigns are the way to market
digitally because with targeting
you‟ll be able to track your
success.


“Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”


The Mission
The Climate
The Ground
The Leadership
The Method

“Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”

The Mission:
What is your objective and
who is your target?


"To help 11-18 year olds
be better informed about
drinking, smoking and
drug taking."


The Climate:
What‟s the competitive
landscape? What‟s the
behaviour of target users?


The Ground:
Is the territory familiar?
Is it familiar to the
competition?


The Leadership:
How will it be managed?
Where will responsibilities
be allocated?


The Method:
Which tactics will be used?
How will they be planned
and implemented?


Some findings
1. Need to add personality to posts
2. Integrate channels
3. Analyse reach and not just numbers

Mobilise your
community


Mobile, a growth channel that your
users choose and enjoy using.
Don’t disappoint.


Do you know environment?
Various platforms, from traditional web browsers solutions, to the many mobile
platforms.

Apple iPhone Apple iPad Android Blackberry Smart TV
& Windows mobile


Take the time to understand
your user’s behaviour and
context.


• 59% female
• 47% pay in instalments
• 58% full time employed
•48% bought direct through the web
• 17% 25-29; 15% 30-34 and 15% 35-39 so 47% between 25 - 39


Don’t just follow the web
1

Move from a 4 to 6 step
process

Provide a quick quote?


Remember a mobile user is

1. Typically short bursts of activity
2. Often time restricted
3. Goal driven
4. Loves using his phone - joy of use
5. Likely to tell others of a good experience
6. Needs a simple uncomplicated experience


Take the opportunity
to innovate in design
and function.


Mobi

Responsive

Framework

Native

Content leads approach
Mobile from the ground up Making mobile from pre-existing
- Desktop applied to mobile
- Custom approaches
- Stress / break points
- Considered context
- Reworked content
- Specific content

A mobile first content approach An adaptation approach


Mobi site, easier to implement


Responsive site – whole site approach


Mobile Frameworks – develop once


Content
Mobile from the ground up Making mobile from pre-existing
- Custom approaches - Desktop applied to mobile
- Considered context - Stress / break points
- Specific content - Reworked content

A mobile first content approach An adaptation approach

Resource & Process
Avoid digital bloat by
monitoring the effectiveness of
your channels and adjust your
resourcing accordingly

“The more channels I run,
the more resource I‟ll
need, right?”

Strategic change typically needs to happen?

Today: Silo projects Tomorrow: Multi device projects
Project
Initiation Multi Device Initiation
Desktop Process
Android App
iPhone App

??? Process
New Teams
Campaigns
Web App

Customer Journey & Design
New
Owners
Multi Platform Development

Sales and Service Sales and
Service


Mobile, a growth channel.
Don’t disappoint
Don’t be afraid to innovate
Don’t delay in providing a solution
( think-apply-review-refine )


Finally are you getting a return?

Do you know your ROI?

Today consider the RoR


ROI = Gain – Cost
Cost

It is simple?

Assessing your ROI
A 6 step process
1. Define the appropriate and practical return
2. Select and setup tracking and measurement tools
3. Review and work with the business owners
4. Create a measurement model
5. Measure, review and adjust
6. Create a reporting dashboard


ROI tracking in practice (simplified)

IP Australia St Andrews Links
Aim: cost recovery Aim: create revenue
agency encouraging for the trust to
Australians to innovate reinvest from
and protect their IP. providing the optimum
Product: Trademark golfing experience.
and Patent Product: Golf rounds,
registrations shop income.


Sample evaluation tools
1. Search volume trends (trend across years)
2. Consider impressions & clicks (potential and actual)
3. Sales funnels – conversions
4. Social conversion


Success metrics
Drive more traffic to the website through all channels means…….

Traffic Actual
increase by registration
Trademarks % increase % Increase
1. Increase visits 20 262 4.8
2. Increase impression to clicks 24 450 8.2
+ Increase conversion on site

Patents
1 Increase visits 20 73 2.8
2. Increase impression to clicks 12 146 5.5
+ Increase conversion on site

Monthly
Total IPAusCl average Growth potential
Keyword Impression icks % Search wide %
Patent 12,500 720 6 22,200 44
Trademark 23,000 3,200 14 47,100 51


250000 Rounds played
200000

150000

100000 2010

Revenue (with protential 50000 2009

digital impact) 0
£15,000,000 golfers (local) Visiting Total
£10,000,000 Page views (6 months)
£5,000,000
2010
£- 200000
2009 150000
100000
50000
2010-11 (6mths)
0
ROI Model 2010 2009-10 (6mths)

Castle

shop
Ballot_times

How to book
Green Fees
Old Course
Value per golfer £ xx
Average online purchase £ xxx
Visit per golf round 7
Conversion 5%
100000
Site Visits (6 months)
2010 Increase 80000
Income £ xxxxxx £ xxxxxx 60000
Online shop income £ xxxxxxxxx £ xxxxxxxx 40000
20000
2010-11 (6mths)
0
Increase site visits 20% 2009-10 (6mths)
Increase online shop conversion 10%



End

The technology hype curve


Back in 2010


Blippar™ is the first image-recognition
phone app aimed at bringing to life real-world
newspapers, magazines, products and posters
with exciting augmented reality experiences
and instantaneous content.


Think big

Start small
Act quickly


Find our Precedent group and follow us at
on LinkedIn for a chance @precedentcomms for
to find out more about Precedent news, seminar info
our and general observations
seminars, network, share #PrecSem
ideas and quiz the
Precedent team on
seminar issues and more!

Taking Scotland to the world: Making your mark digitally

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