Digital Discourse

Digital Strategy Through the Lens of Behavior

My colleague Taylor Davidson (@tdavidson) recently wrote a very thought provoking post around the idea that "context first" is a useful way to view and make sense of the innovation occurring in digital and mobile media.  I agree with this notion and built upon it by adding that from the perspective of a digital marketer it should also be viewed as "behavior first."  Taylor asked that I write a few sentences to elaborate so that he could share.  I've drafted and here it is below.  Would love to hear what everyone thinks in the comments!  I've also included an interesting visual that seems relevant:

Digital Strategy is the process of specifying an organization’s unmet needs, business goals, and activation vision in the digital space.  As with most marketing, a vision is built around consumer insights – but in digital media, because people go online often to actively complete tasks ranging from communication to research to transactions – the ecosystem is behavioral by its very nature.  For this reason, all the data that we have access to should be viewed through the lens of behavior.  We often talk about context, relevancy, targeting, etc.  Most of this at it’s core becomes actionable to a marketer when you look at it through the lens of behavior and how to influence or aide that behavior in a meaningful way that helps the organization or brand in the end.

 

BMW Spreads DESIR3 with Co-Creation Branding

Head over to YouTube.com where BMW has launched a video contest with a home page takeover.  The contest is fun, creative, and the prize is pretty fantastic – win a BMW 3 Series!  I worked on the digital strategy behind this effort and have to say it’s really exciting to see your recommendations become a reality.

 

The effort is part of the larger DESIR3 campaign that is focused on raising awareness of the all new BMW 3 Series.  For this particular work, the original challenge was to develop a recommendation around how to fully leverage a large media buy and amplify the media value beyond the impression and click.  What we did was create a program that lives longer than one single day (during the homepage takeover). 

How it works:  Show BMW how much you DESIR3 the new 3 Series in 5.9 seconds or less and it's yours - but you have to be as quick as the 3 - which hits 60mph in 5.9 seconds.

 

One of the driving activation insights behind this effort is that collective branding via user generated content (UGC) can help aspirational drivers feel an emotional connection to the brand.  And further, co-creation generates creative assets that spread!  I posted my video last Friday and it already has over 1000 views (see bottom of post).  If you start to project that engagement out with hundreds or thousands of submissions you inevitably see a nice amount of earned media value. 

As a final thought - whenever working in UGC, it’s important to offer some creative structure to participants – or else it just becomes a free for all that loses site of the campaign and brand message.  The structure we provided was focusing on an emotional brand value and placing limits on the submission to 5.9 seconds.  "Less is more," right?  The cumulative effect – beyond media exposure and awareness – is that BMW’s DESIR3 means something completely different after this partnership with consumers has taken place.  In today's modern media landscape, brands need to show that willingness to cede some control to their enthusiasts.

If you don’t have time today, the contest will live on after our take over media.  The amount of time you have to enter is, of course, 3 weeks.

Here's my submission - I shot it on the Super 8 iPhone App!

 

Content for Non Profits

I’ve just returned from a trip out to Rwanda with the medical non-profit organization, Team Heart.  Their mission is to address and prevent Rheumatic Heart Disease in Rwanda and East Africa, which is a significant problem to the tune of causing 30% of all hospitalizations.  Their strategy is to administer penicillin for prevention and operate on those who need heart surgery.

When I first met Team Heart I realized that their mission was multi-layered and that the language of medicine is not easily familiar to those outside of the medical world.  I produced this video to help them explain their mission in an accessible and easily digestible manner.

For my most recent trip with Team Heart, my goal was to create a video that they can use for their fundraising efforts.  Strategically, my aim for this work was not just to help people understand the mission, but also to build more of an emotional connection between the story and prospective donors. 

Every messaging strategy mixes logic with emotion but I think when it comes to giving your money for good, the logic needs to hit a certain baseline threshold and then the emotion needs to be the ultimate selling point.  Generally inspiration will always beat out urgency of the mission.  There are lots of urgent causes – but inspiration is ultimately going to be what make people feel good about giving and telling their friends.  For Sr. Cardiac Surgeon, Dr. Chip Bolman, the patients inspire him.

Short term, I’ve been sharing photos on Tumblr and Picasa (hit me up on G+)… Mid term I plan to deliver a 5-10 minute video for fundraisers… As for long term?  Dave Wilson, Chairman of Team Heart tells me I should think Sundance - but we’ll see about that!

Of course non profits do not need to hire a photographer / videographer to produce great content.  Simply starting a blog, Tumblr or YouTube page can allow you to share great content frequently enough to keep everyone engaged with the mission.  The key is to keep it simple and let the story tell itself.  And as always, the more visual the better!  Make sure to check out Team Heart's Blog.

 

#FIRSTANDFOREVER at Frontrunner Gallery

Doc Maarten’s recently showcased their social media prowess by hosting the #FIRSTANDFOREVER event at Frontrunner Gallery in TriBeCa, NY.  The event featured a new media installation of projected video, instagrams printed to canvas, DJ, custom bourbon drinks and the new line of Doc Maartens shoes.  A fine assortment of downtown regulars and bloggers were in attendance and spirits were high.

Among all the great accouterments and creative uses of the Frontrunner space, the Instagrams printed to canvas felt particularly innovative.  The prints showcased the spirit of Doc Maartens and the evolving beauty of mobile photography.  Now I need to make my own!  Great for bringing some life to that undersized New York City apartment!

Inspired by the mobile photo installation, I captured Instagram portraits of the event attendees.

 

CrossLink: Cause Marketing for Social Brands

Cause Marketing has established itself in the mainstream of marketing.  Not only are lots of brands doing it, but lots of customers are seeking it.  The research confirms what we've all observed, with majority of consumers responding positively, and the year-over-year trend being noticeably positive:

 I worked with Frontrunner Magazine to launch the meetup series, ‘CrossLink’ on June 6 with the topic ‘Cause Marketing for Social Brands’.  I quickly presented on trends in this emerging space (featured in the embedded presentation.)  Edward Symes followed by screening 15 minutes of his recent documentary, ‘Los Medicos’ which follows the story of volunteer doctors in Guatemala.  The seminar concluded with a panel discussion that also featured Tim Fogarty, Chief Strategy Officer for Organic Spread Media.

Cause Marketing - CrossLink Meetup Overview

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Team Heart Mission Overview

 

Team Heart is a non profit medical organization that aims to address rheumatic heart disease in Rwanda.  The approach is two fold.  First, the organization works to prevent new cases through screening and medical treament. For those who have advanced cases, surgeons operate on the heart to restore the individuals back to strength.

I met Ceeya and Chip Bollman and was instantly drawn to their story in its own right, but also because of my past experiences working in Rwanda.  Their effort is one of remarkable heroism and they cannot do it alone.  They've turned to digital and social media to spread the word and raise additional funding.

I worked with Team Heart to produce these video interviews, which are meant to more fully explain the organization's mission and approach.  While the video is basic, it is my hope that we can raise additional funding to support a trip out their to capture additional media, that can more fully tell this story.

During my last trip to Rwanda, I gained a great deal of understanding about how telling human stories can establish an emotional connection to organizations and individuals.  I hope that someday we will be telling the whole story of Team Heart from the field.

Website: http://www.teamheart.org/

Facebook:  http://www.facebook.com/TeamHeartRwanda

 

CrossLink: Crowdsourced Fundraising Nets $3K for Documentary

CrossLink’s second session, ‘Crowdsourced Fundraising’ covered the emerging opportunity on sites such as Kickstarter, ProFounder, CrowdRise, and JustGiving (see my presentation) - also shown below.  The focus then turned toward  two filmmakers, Ollie and Zach of Sent Productions, who are currently tapping into crowd funding via KickStarter for their project, ‘Breaking Trail.’  The film is about a father / son duo from Aspen who are starting a back country ski operation in El Arpa, Chile.  During the session, attendees donated $3000 and the project has now successfully captured $4,675 in funding.

Crowdsourced Fundraising

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CrossLink: Mobile Photography Installation & Meetup

On Thursday, August 4, colleagues from my team at KBS+P, in partnerships with Frontrunner Gallery hosted a Mobile Photography installation.  It was an effort to put on display the creative behaviors that have become common practice on the phone.  Hosting the output of serendipitous digital creativity in the gallery setting was somethign we saw as very similar to the Frontrunner mission - to support emerging artists and innovators.  The event functioned as part of the bi-monthly CrossLink meetup, which explores the connection between digital strategy and creativity.  Join CrossLink on Meetup.  Join Frontrunner Gallery on Facebook to see all of the photos!  The strategy presentation is featured at the bottomr of this post!

Official event description:

#MobileGallery explores the rapidly emerging behavior of connected mobile photography and the associated creative opportunities for artists, marketers, and everyday people.  The event showcases a selection of photos shot on iPhones by members of The Socialites, a group of social media strategists whose mission is to illuminate the frontiers of digital technology and creativity.  Some are practicing photographers while others are simply ‘cool kids with digital style.’   The combined presentation wrestles with the fine line between formal creativity and informal visual sharing among friends. Strategic points of view are offered regarding the space and directional trends that are making headlines today.  The show’s hashtag is #mobilegallery, on which a conversation, in both comments and photos takes place.

 

Mobile Photography at #MobileGallery

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The turnout at Frontrunner Gallery in TriBeCa for the CrossLink Event:

Details Matter - Spade & Partners say "Think Small"

Details matter.  They can be a real pain but when you get them right it makes all the difference.

Details matter in tedious areas like book keeping.  They also really matter in creative areas like art, experience and design.  And people notice details.  That's what makes them make the end result special.

Andy Spade and Anthony Sperduti discuss this insight in their presentation at PSFK.  Their thesis is that big brands can make a huge impact on how people percieve them by thinking small and paying close attention to detail.  

A great example that resonated with me is their work with J. Crew in creating the Liquor Store in TriBeCa, New York.  In the 90's J. Crew had no identity as a men's brand.  The solution was to simply fix up an old dive bar and make it a place to shop.  Initiatives such as the Liquor Store gave men a place to shop that felt authentic and comfortable.  Details such as the preserved bar, the gallery within the fitting room, and the sign outside the shoppe makes the larger experience feel authentic - i.e. - not global brand and generic.

Thinking about my own work in ad agencies, I've also learned a similar lesson.  When working with massive companies and many different teams, it's best to find a focus and do that REALLY well.  When you spread yourself thin with many different "one-off" engagements, you may very well help a larger group of people, but you likely won't be remembered for hitting the home run or changing the way people think and approach problems.

All of this thinking is inspiration for the partners at Frontrunner Gallery.  We're thinking about how to make the space feel more like a truly unique and brand experience.  If you have ideas, please shoot them our way or comment below!  We'd love to hear from you!

Media Innovation Payoffs & Risks: Volvo

The Volvo banner featured in this post caught my eye because it actually uses a QR code in digital paid media to drive to a mobile app so that users can play a branded game.  My immediate reaction was first one of skepticism, because it felt unnecessary to deliver an interactive experience in mobile, when a user is already on their computer.  Digging a little deeper, it makes a bit more sense when I think about the number of mobile programs that I’ve seen clients develop without having a promotional strategy in place.  The digital media / QR approach is actually quite innovative if you have a client that’s looking to promote their mobile experience for the right reasons. 

Assessing the payoff:

If you’re going to invest in driving people to an app, you have to assess how much value you place on app downloads and whether they’re likely to engage with the app once versus many times.  In the Volvo example, is it worth the spend when you’re getting users to download a branded app that they may use only one or twice?  For branded apps that are more utility driven, and thus, used more than once and for a longer term, investing in app promotional strategy may show a much higher ROI.

Interestingly, it appears Volvo often goes for the innovation angle.  Being the first to do something new has always had PR and buzz value.  Further, if it’s untested, you can usually negotiate for more value-add in the media deal.  The big take away here is that innovation entails more risk in advertising, but it can also spark more value, buzz and positive perception than playing it safe all the time.  Obviously, the risk assessment always needs to be calculated – but can pay off in the end.