This presentation was part of a workshop we conducted at the ClickZ Live conference in Bangkok. Brands, if they really want to build relationships with consumers need to become more human, more warm and more empathetic. The focus needs to be on relationships and not transactions. Digital allows this relationship to be fostered and create genuine love between the producer & the consumer

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4. Today we would love to talk about the role
of Digital in building a ‘Human Brand’

5. Here are some thoughts we’ll delve
deeper in...
1. What’s the opportunity with digital to build
relationships?
2. The science behind its efficacy
3. Some cases to demonstrate the above

6. All relationships need to be earned.

7. What’s the opportunity with digital to build
relationships?
● Its an opportunity to interact.
● Its an opportunity to share a story.
Continuously.
● Its an opportunity to collaborate and co-create

8. So how does this make a brand human?

9. Here’s our first attempt at defining a
human brand...
It is Transparent
It is Communicative
It is Collaborative
It is Caring
And so it is Human.

10. The science behind its efficacy -
why do we think it works? For
tangible business results.
Introducing the idea of Warmth
and Competence

11. What earns you the relationship?
Warmth + Competence

12. What are his intentions towards me?...
defined as warmth
How capable is he of carrying out those
intentions towards me?...
defined as competence

13. We continue to make these judgements... in fact more than 80% of
all our judgements are based on warmth & competence...This
relationship extends to brands too.

14. Would you like to share with us some
examples of brands you believe are
warm?

15. Brands that exhibit both warmth &
competence inspire trust & admiration that
motivates us to have a continuing
relationship with the brand.

16. How do you build warmth in a relationship?
We believe it is Empathy

17. Let's look at a brand that seems
to be trying...
Case Study: Umpqua Bank

19. “We build our stores around interactions,
not transactions.”
Lani Hayward, Umpqua Bank

20. Tellers hand out a chocolate
with each cash withdrawal

21. Prominently displayed at every
branch is a phone which connects
directly to the desk of Ray Davis,
The bank’s president
If he is at his desk, he answers.
Typically, he says, the caller just
wants to know if the line is genuine.

22. Most customers hate the idea of stepping
into a bank branch. It makes them feel
frustrated. An experience they’d rather
avoid.

23. Umpqua’s answer to that question has been make its branches look and
feel more like “neighborhood stores,” thanks to elements
like “catalyst walls” (interactive touchscreen displays that highlight products
and services), “refresh bars” that allow customers to grab a cup of the bank’
s proprietary coffee blend or Smith Tea and local products — such as
bonsai trees, bikes, pottery and even skateboards — that are on display
and available for purchase.

24. Many of the bank’s many brick-and-mortar
locations host community and civic events
ranging from speed-dating mixers for single to
wine tastings and yoga classes. It’s also found
success in certain cities with what Hayward
calls its
“Catalyst Series” of speakers,
presentations and workshops –
an exclusive series of seminars the bank hosts
in its branches

25. In the early 1990s, it had only six branches. Its biggest expansion
came in April, when it doubled in size by acquiring Sterling, a
regional rival.
Today, Umpqua Bank has 364 branches spread across
Washington, Oregon, California, Nevada and Idaho
The bank’s appeal also allows it to pay a little less interest than the
norm on deposits, and charge a bit more on loans, giving it high
lending margins

26. Hence we understand that building a
human brand has clear business
advantage

27. Lets look at the opportunity this has for
Search Engine Optimizers and Marketers.

28. How is this relevant to your work?
1. We understand that the key objective you work
towards is to build more prominence / awareness
for your brands online.
2. We also understand that the current
methodology one would use would be based on
content optimization and distribution.
Lets explore how we can achieve the same task in a
“Human Way”

29. The Human interpretation of the optimizers
value chain.
Build Traffic - Great Content - Great Experience - Deep Customer
Understanding.
A great experience translates to the following:
1. Self sustained spread. Once you reach out to your audience
they self propagate your brand further.
2. Third party links that are so dear to Google.
3. A fix to the problem of content plugging and discovery. Its your
real story.

30. Lets share with you another
example
Case Study 2: Panera Bread

32. Panera Bread is a chain of
bakery-café fast casual
restaurants in the United
States and Canada
Offerings include soups,
salads, pasta, sandwiches,
and bakery items.

33. Revenue (2013):
$2.4 billion with $843 million gross profit
39.8% CAGR
Stock price has gained over
190% in the past 5 years & it rose even
during recession!!

34. What do you think is the reason behind this
phenomenal growth?

35. Panera put it as "Panera’s financial
performance has historically benefited
from strategic investments, particularly
investments that directly support the
customer experience"

36. In other words a genuine warmth towards
the customer helps Panera clock in some
impressive numbers. Panera calls it
'Panera Warmth'

37. And it is driven by a concept essence
into which every employee is initiated

38. How is this warmth being exhibited to the
consumer: A couple of stories:

40. “The world still has some great people in it-will make sure I visit Panera soon and give them
some business”

43. How are customers reacting?

44. Do you notice Advocacy?
Loyalty?

45. Some learning to share...
Digital is only a medium
Empathize with your customer first.
Play for the long term: Relationships are based on trust. Work to
earn trust not a sale
Do everything you do keeping at heart the relationship.
Stay Consistent and true to your purpose: What do you
stand for?
Communicate the warmth you're sharing

46. Let's take a break...
And then its over to you...

47. We would love for you to apply what we
spoke about today to your brand and
share with us your thoughts.

48. Some Tools and Techniques to help
you build a Human Brand
1. Active Listening: Empathy + Action
2. Social Media Conversation: Empathy +
Personalization + Empowerment
3. Building your story: Personality + tone +
attitude + themes

49. Thanks for taking this Journey with
us
We would to answer any queries
you might have.

50. Thank You