We’re All Divas Now — How to Reach High-Maintenance Consumers with Your Brand Story Consumers have taken over, and they’re driving conversations that brands once owned. They’re doing this across channels, applications, and devices. For brands and interactive marketers, this makes defining and delivering a consistent journey and value-centric story for consumers exponentially more difficult. From social editorial content planning to mobile application messaging and email communications, brands and agencies have their work cut out for them. Additionally, consumers – and their shortened attention span – have a ridiculously high bar for brand impressions. Transparency and relevancy are no longer enough. They demand value. They thrive on having and knowing things early. They socialize through sharing. Moderator: Julie Rezek, Seattle Wunderman Network Panelists: Kelby Johnson, Seattle Wunderman Network Esther Lim, Story Worldwide Jessica Michaels, BreadNButter

1. We’re all
divas now

2. Big data buzz
112,000,000
Blog posts discussing big data
1,350,000,000
Search
results
for
“What
is
big
data?”
(Yes,
that’s
billions)
120+
TwiDer
accounts
for
big
data
70,000
Wikipedia “big data”
hits a month
Source:
IBM
2
million
PDFs
to
read
on
big
data
2010:
0
2012:
9,000
Job
search
results
for
data
scienLsts

3. Every minute of
the day…
YouTube users upload
48 hours of new
video
Instagram
users share
3,600
new photos
The
mobile
web
receives
217
new users
Foursquare
users
perform
2,083
Consumers
spend
$272,070
on web
shopping
Email users send
204,166,667
check-ins
Facebook users
messages
share 684,478
pieces of content
Wordpress
blog owners
publish 347
new blog
posts
Twitter users send over
100,000 Tweets
Brands and
organizations receive
34,722 “Likes”
Source:
Domo

5. Create
memorable
experiences

6. Experience framework
Understand
Marry digital and empirical research to
understand passions, perceptions, and
motivations
Integrate
Holistic thinking across all customer touch
points leads to integrated planning
Build
The magic is in compelling creative and
interactive assets that drive engagement
Optimize
Listening enables you to identify trends and
optimize the marketing mix
Customer Ecosystem

7. Craft lasting
connections

8. “People want
People want
stories. They
stories.
are rooting for
They are
us to give
dying for
them the right
them
thing.”

9. Authentic
Storytelling
Audience
Knowledge
Great
Characters
Customized
Journeys
Compelling, Meaningful Experience

10. Make your brand personable

11. Identify authentic areas for storytelling

12. Don’t be everything to everyone

13. Know and respect your audience

14. DEFINE THE STORY
Understand the brand
and the story you want
to share
MAP BEHAVIORS AND KPIs
Understand the behaviors you
want to drive and the actions
you want audiences to take
Map the experience journey

15. Awareness (Mindset)
Behaviors/Metrics
Consideration (Needs)
Behaviors/Metrics
Trial (Expectations)

16. All journeys roll back up to the core story

17. MULTIPLE SCREENS = MULTIPLE TOUCHPOINTS
COMPLEXITY
-
-
-
-
-
E-Marketer reports that between Q1 2102 and Q1 2013 tablet search grew 85% and
mobile search grew 90%
Multiple OS’s
Multiple Screen Sizes
Targeting complexity
Attribution complexity
App environments

18. EVERYTHING HAS AN ACTION AND A VALUE, EVEN IF IT’S NOT A TRANSACTION
P
A
I
D
EMOTIONAL
O
W
N
E
D
AWARENESS AND
BRAND
ENGAGEMENTS –
TYPICALLY
FALL HERE
P
A
I
D
O
W
N
E
D
E
A
R
N
E
D
O
W
N
E
D
P
A
I
D
LONG &
DEEP
SHORT &
FLEETING
DIRECT MEDIA
TACTICS –
TYPICALLY
FALL HERE
RATIONAL
E
A
R
N
E
D

19. CREATING A VALUE EXCHANGE
“CREATING CUSTOMERS WHO CREATE
CUSTOMERS”
AUDIENCE + GEO + CONTEXT
FOR THE
PEOPLE
• Establishing incremental value for participating or
engaging with a brand
DRIVING
VALUE
FOR THE
BUSINESS
• Igniting and capturing active demand
• Attracting the highest yield customer
• Using marketing as a service to enhance the
customer experience
• Provide access and assets – a reason to talk
about you
Source: P Drucker
• Facilitating and leveraging advocacy
• Enhancing brand perception and consideration

20. STORYTELLING WITH DATA
Advanced
Targeting &
Attribution
Modeling
Do I need a DMP?
How do I find high
yield customers and
maximize our media
budget?
Media &
Platform
Integration
Access to
Actionable
Data
Do I need to invest in
mobile apps?
Should I buy third
party data?
What about mobile
and tablet display?
If so, what data matters to
our business?
How can I set up
a testing matrix?
Process and
Organizational
Rigor
How do I manage our
social outreach
authentically and at
scale?
What is my POE media
budget mix?
Defining KPI’s
&
Measurement
Rationale
What's KPI’s matter
most…. reach, clicks,
engagement, brand lift,
filling retargeting pools,
likes etc.?

21. INNOVATORS