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Getting Hamleted
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Transcript of Getting Hamleted
Literature 101, Week 6
Professor Thibeault
Understanding Hamlet
Act 1, Scene 1
April Fools!
“Getting Hamleted” Three Tragic Digital Marketing Flaws That Can Ruin Your Brand Online
Setting the Stage
The Digital World Provides More Opportunities to Become a Tragedy
The Result?
Can You Recognize Your Flaws?
A Disconnected Story a.k.a. Lonely Video
Digital Is The Stage For Your Story!
Tragedy Strikes!
That was quick!
So Is It Bad To Publish To YouTube?
When You Only Publish to YouTube…
Users Are Disconnected From Your Story
What Can You Do?
Add “annotations” to your video as Call-to-Actions Doesn’t work on mobile/tablet
Use the video description to reinforce how the video fits into your story
Annotate Your Videos
http://www.labnol.org/internet/youtube-links-to-external-sites/26209/
Annotation Example: 3 (UK Mobile Provider)
http://www.youtube.com/watch?v=Ekr05T9Iaio
Use Video Descriptions To Reinforce Your Story
The Result?
Your website
Mistaken IdentitySocial Media is not just another channel
22
Yeah! Your Story is Alive (Again)
Your Story: Act 2, Scene 2
Uh Oh.
Social Is Not Just Another Channel
What Can You Do?
Keep it in Context Be Your Audience
Keep it in Context
The Trap Of Consistency
Context Is About Targeting
Context In the Digital World
These Two Things Are Not the Same
Facebook Is Not Twitter Is Not LinkedIn
Different methods Facebook accepts long posts, inline images, and video Twitter is like Instant Messaging (but with a lot of people at the
same time) LinkedIn’s audience are business professionals
How to keep content in context Remember the audience of the social network. To whom are you
communicating? What do they want to read or see? Fit the format. Make the content relevant. If you are just re-posting stuff from
your website with links, you are treating social media like just another channel…
Tie Product Into Audience
Be Your Audience
Doing It Right: Coca-Cola
On average, at least 1 interaction per post
Interaction is conversational connecting the brand with the audience (multiple likes on the brand comments)
Not So Doing It Right: British Airways
On average, less than 1 comment per 5 or six posts
Comments are customer-service in nature, adding nothing to the conversation (not interactive)
You Can’t Engage If You Are Observing
Doing It Wrong on Twitter: Coca-Cola
Notice the distinct lack of references to anyone
Coca-Cola is just using Twitter to distribute messages
No interaction…anywhere… (no RTs, no mentions, etc.)
Doing It Right On Twitter: McDonald’s
Lots of RTs and mentions Conversations with lots of
different users Direct responses:
“Glad you liked them! RT…”
Social Engagement = Brand Equity
Among highly-satisfied consumers (satisfaction scores of 951 and higher on a 1,000-point scale), 87 percent indicate that the online social interaction with the company "positively impacted" their likelihood to purchase from that company.
Conversely, among consumers who are less satisfied (scores less than 500), one in 10 consumers indicate that the interaction "negatively impacted" their likelihood to purchase from the company.
J.D. Power and Associates 2013 Social Media Benchmark Study
Different but not Separate Mobile is an aspect of your marketing strategy
The Hunt For Your Story Has Been Called Off
But It’s Not Out of Danger Yet
Act III, Scene 1: Your Story Is Dead Again.
When You Think of Mobile as Separate
The Result?
What It Really Means…
More complicated workflow Content is treated “differently” for mobile
Slower time to market More elements of your digital presence to manage
49
Ciena: Avoiding the Tragic Flaw of Separation
Same Content, Mobile Experience
Swipe Touch
It May Seem Confusing But It’s Not Rocket Science
Stop Thinking About Devices and More About Behavior
Like Ciena
Focused workflow on creating content, not converting it Selected content management tool that provided for
automatic conversion of content through mobile “templates”
Focused on answering the question, “What kind of content do people want to see when they are not
at their computer?”
Don’t Get Hamleted!
But These Flaws Are Only Examples
Video Example? Connectedness
Social Example? Authenticity
Mobile Example? Consistency
Bad Graphic, Good Info (Thanks Microsoft)
Trust
Personalized
Authentic
Connected
Consistent
Consistent
Don’t Care About Different Devices?
“The Multi-Screen World.” Google. 2012.
Connected
Authentic
Personalized
Trust
And When You Have Trust, You Get Engagement
How Do You Build That Pyramid?
The Result For Your Online Brand?
“Serving customers relevant content, delivering experiences that are engaging instead of intrusive and, just as importantly, measuring what’s working and what isn’t so that we can improve our marketing are all critical. When marketers begin to master these things we’ll turn the corner – consumers will start to notice and we’ll start to capitalize.”
Ann Lewnes, chief marketing officer, Adobe
Maybe Hamlet Could Have Used Some Data?
Act 1 Act 2 Act 3 Act 40
5
10
15
20
25
30
Likelihood of Tragic DeathPropensity to BroodFamily Murders
Questions?