8. @shivsingh
BRAND ENGAGEMENT
WHAT DID IT START AS?
• Give marketing dollars away to causes
• Let consumers nominate their favorite cause
• Encourage consumers to market the cause
• Multiple levels of awards each month
• Have a meaningful impact on communities
A year long commitment, not a campaign
17. @shivsingh
BRAND ENGAGEMENT
AND TO HELP THE GULF RECOVER
Time
Month 3Shopper
Extensions
Month 3Shopper
Extensions
Month 3Shopper
Extensions
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
MLB
Extensions
Celebrity
Extensions
Do Good
for the
Gulf
20. @shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• Requires educating for the perpetual beta world
• Forces people to think like a CMTO and not a CMO
• Turns the economics of advertising upside down
• Results in a deeper, continuous consumer relationship
This is not a campaign but a commitment.
But still be mindful that commitments like marriages can get boring
25. @shivsingh
BRAND ENGAGEMENT
MOVING TO THE IMPRESSION PLUS
MODEL
Paid
Impression
Value to
Advertiser=1.
Paid
Impression
Click thru rate
Value to
Advertiser=+2.
Paid
Impression
Organic
Impression
Organic
Engagement
Value to
Advertiser=++3.
28. @shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• Display media still has its place. Don’t fight it
• Impression Plus model is display’s future
• Use the Impression Plus model for leverage
• Evolved brand targets to identify and nurture
31. @shivsingh
BRAND ENGAGEMENT
The Consumer Model: What is it
Consumer is exposed
to a brand
He is activated to do
something
Consumer remembers
the experience and
purchases
He engages
experientially with or
through the brand
Takes lots of money but
cheaper online
Needs to be valuable and
be deeply personal
Remember experiences
are remembered more
than brands
That activation may have
little to do with the brand
He tells other consumers
about the experience.
They engage in it
Consumer engages more
deeply and repeatedly
His influencer skills get
tested here
Loyalty
determined
over here
This can happen in a span of a second or a few months
32. @shivsingh
BRAND ENGAGEMENT
The Consumer Model: The Silos
Consumer is exposed
to a brand
He is activated to do
something
Consumer remembers
the experience and
purchases
He engages
experientially with or
through the brand
He tells other consumers
about the experience.
They engage in it
Consumer engages more
deeply and repeatedly
Brand Marketing
Experiential Marketing
Shopper Marketing
Direct Response
Marketing
Social Influence
Marketing
Customer
Relationship
Marketing
33. @shivsingh
BRAND ENGAGEMENT
The Consumer Model: The $$ Upside Down
Consumer is exposed
to a brand
He is activated to do
something
Consumer remembers
the experience and
purchases
He engages
experientially with or
through the brand
He tells other consumers
about the experience.
They engage in it
Consumer engages more
deeply and repeatedly
$$$$$
$$$
$
$$
$$ $
We need to follow the political campaigns model more
34. @shivsingh
BRAND ENGAGEMENT
The Consumer Model: Getting there
Consumer is exposed
to a brand
He is activated to do
something
Consumer remembers
the experience and
purchases
He engages
experientially with or
through the brand
He tells other consumers
about the experience.
They engage in it
Consumer engages more
deeply and repeatedly
Integrate the impression
plus model into media
Make all digital
experiences social
Archive the experience
through social media.
Measure
Leverage peer dynamics
to drive activation
Allow for sharing but
not over sharing
Move to
Social CRM
35. @shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• We need to frame marketing more broadly
• The consumer experience is everything
• Brand engagement is second to that
• Let this happen every single second
38. @shivsingh
BRAND ENGAGEMENT
THE
Brief
Print
Extension
The Big TV Idea
TV
Execution
Radio
Extension
Digital
Extension
THE MODEL IN REALITY
Social
Stuff
Traditional
Agency
Traditional
Agency
Traditional
Agency
Digital Agency
????
Traditional Agency
Client
39. @shivsingh
BRAND ENGAGEMENT
Problem is Digital is not an extension of
Television. Digital is interactive. And
social is a part of digital. TV is flat.
Does the traditional agency do justice to
digital? Or digital to social?
40. @shivsingh
BRAND ENGAGEMENT
THE
Brief
Print
Extension
The IDEAS
TV
Execution
Radio
Extension
Digital
Extension
THE MODEL OF THE FUTURE
Traditional Agency
Digital Agency
Print Agency
Media Agency
PR Agency
Social Agency
Media Companies
Execution driven by
Agency skillsets and
idea type
Execution driven by
Agency skillsets and
idea type
Execution driven by
Agency skillsets and
idea type
Execution driven by
Agency skillsets and
idea type
Consumer
Insights
46. @shivsingh
BRAND ENGAGEMENT
SIM SCORE: Moving to 2.0
Updating the formula as we speak
SIM II Components and Calculations:
R = Reach = [(Brand Mentions/Industry Mentions)*100]*w1;
S = Sentiment = [(P/(P+(N*k))*100]*w2;
P = number of positive brand mentions;
N = number of negative brand mentions;
k = multiplicative effect of negative mentions;
w1 = weight assigned to social reach (0 > w1 > .99);
w2 = weight assigned to social sentiment (1.0 - w1);
48. @shivsingh
BRAND ENGAGEMENT
KEY IMPLICATIONS
• How people talk about your brand is everything
• SIM Score is one critical metric that can help
• Being optimized based on correlating
• Email me your ideas and suggestions
49. @shivsingh
BRAND ENGAGEMENT
IDEAS RECAP
1. Create a Digital Franchise
2. Reinvent Display Media
3. Rethink the marketing model
4. Redefine the Agency Partnership model
5. Look to new metrics like the SIM Score