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.

 

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

View more presentations from fasci624

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

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.

 

Making QR the Hero: JetBlue

Every morning during my commute to work I see the different ads posted in the subway.  One recent JetBlue ad really captured my attention and kept me thinking about the brand between train rides.

JetBlue made a QR code the central focus of their subway poster.  Wow!  Talk about straying from the brand’s look-book.  Kudos to the creatives for making technology aesthetically pleasing! 

JetBlue’s ‘in-your-face’ approach to QR codes seems to do three things really well:

1. Spark immediate intrigue with bold visuals
2. Reinforce perception that JetBlue embraces new technologies
3. Facilitate program response with immediately available technologies

 

From a strategic perspective, I’m left asking if they were focused on one or many different goals.

The ad actually functions – quite literally as a traffic driver to JetBlue’s St. Pete / Clearwater promotion, which gives away one free trip for every week of February.  The call-to-action tells viewers to go to the vanity URL jet2thebeach.com and enter to win.  But why have a QR code in addition to the vanity URL, and why place the QR code so prominently in relation to the vanity URL?

I’m inclined to believe that QR on subways – and even on-the-go for that matter - is particularly relevant for facilitating what the name claims: ‘quick response’.  If you see a URL in a magazine, you just mark the page and come back to it when you’re ready to act on it.  But if you don’t own the magazine or if you’re on the subway, you may be captivated by the ad momentarily, but by the time you sit back down at your computer, the program is likely forgotten.  Capturing the QR code makes response easier, and on a device where action can be taken more immediately, from almost anywhere. 

On my phone I scanned the ad with the RedLaser app, which is a popular QR scanner.  I did not have immediate service in the subway, but once I was back on the street, all I had to do was tap on the bookmarked link (rather than remembering to type in the URL).  Upon arriving at the campaign microsite, I was redirected to a mobile optimized site, which prominently showcased the basic call to action: enter the sweepstakes by filling out the form. 

Ultimately, QR can help both perception and direct response – it’s not an “either / or” opportunity.  JetBlue showed bold, creative thinking by making QR the visual focus.  That said, QR still presents a big opportunity for the vast majority of brands who are simply looking to make their traditional media more response oriented and immediately actionable.

 

 

Further reading:

On Mashable, Hamilton Chan discusses:

Why QR Codes Will Go Mainstream and

Why the Best Online Marketing May be Headed Offline

Key recommendations highlighted:

1. Optimize for mobile
2. There must be a payoff to QR programs
3. Consider ‘Context Sensitive Marketing’ (CSM), which promotes impulse actions

 

Utility Drives Mobile Strategy

Quick facts hot off the press:

• eMarketer estimates 31% of mobile users, (73.3 million in US), have a smartphone in 2011.  
• Among marketers who are planning to implement a mobile program (34%) mobile web search and display will get the most resources.
• 69% of US smartphone owners have downloaded a mobile app as of October 2010 (eMarketer). 
• Brand example:  IHG’s mobile application lets current and future guests tap into the collective knowledge and experiences of InterContinental Concierge Teams in more than 120 destinations to get recommendations for restaurants, shops and nightspots, as well as insider tips on local culture, attractions and events.

More and more, phones are operating as multi-purpose digital tools, driven by utility.  For travelers in particular, whether researching a trip, staying organized while in-transit, connecting with surroundings, or even relating to brands, convenience-driven utility is essential for any meaningful and lasting mobile experience.  To plan for utility, begin by considering needs, immediacy, and context.  In identifying utility-driven needs, start by first asking the obvious questions:  What do travelers need while they travel?  What can travel brands offer travelers to make their lives more seamless on-the-go?  How does location factor into the business' strengths and needs as a travel brand with locations around the globe?

For mobile immediacy, focus on simple, direct and easily completed calls-to-action in rich media, static display and search media.  Long headlines and drawn-out flash animations translate much differently when the screen and media units are pocket-sized.  If campaign's call-to-action can happen within the unit, you’ll see far more response.  Finally, think about value-add information that can be displayed right in the unit, such as delivering addresses, phone numbers or directions specific to the mobile user’s current location.  The Dunkin Donuts ad featured to the right is a strong example of immediately impactful, direct mobile display banner, which includes value-add information in the form of a nearby address.

Finally, mobile is expanding the possibilities of marketing context in unprecedented ways.  Geo-targeting based on phone GPS data and check-in information is not only helping to drive conversion-by-proximity, it’s also helping marketers gain deeper insights at specific points in the customer journey, which go far beyond the click or check-in.  As mobile evolves into a direct response end-point of cross-channel strategies, these insights will help marketers inform campaigns and better judge success.

Moving from Early Adopters to Mainstream - Another Reason for Utility:

 

 

One major shift that will occur is the demos that use smartphones.  Right now, advanced mobile usage in areas like application downloads and banner click through is highest among an early a

dopter audience (affluent, 35-54.)  As smartphones continue to become mainstream, we'll see less trigger-happy click through among early adopters and more basic usage but the mainstream.  Again, it comes back to utility.  The mainstream is not going to click on branded mobile media just for novelty's sake - they are going to expect real value - which will likely be in the form of utility.

 

 

The State of Social Travel

Which do you trust more – travel marketing or reviews from people just like you?  The truth is, the traveler has never been more empowered to make informed decisions. The exchange of travel information on blogs, community review forums, flash sales, mobile apps and many other emerging media experiences have put much more information in the hands of travelers to plan, initiate, track, share and connect.  While there’s nothing new about friends and family informing and influencing their peers' decisions, what is new is the pervasive integration of consumer recommendations, the connectivity people have that spans well beyond their personal networks, and the fact that all of this happens on channels that scale and facilitate bookings in the travel space.

What's more, the mindset and experience of the traveler (much like participants of social media) is an inherently fluid and gregarious mentality.  For this reason, travel marketers aiming to expand their presence in social should start by sparking high quality, engagement-driven relationships.  As the metaphor goes:  Social media is a bit like a dinner party.  If I mentioned at the table that I’m going to San Antonio, how do you think I’d feel if everyone started shouting “book now!” at me?  Like any skilled conversationalist, it's critical to build rapport before making the hard sell. Once your brand has established social currency, begin to consider planning how social impacts businesses more deeply and how to gain greater scale. 

I’ve identified five trends in travel social media that were big in 2010 and will be important to track in 2011.  At the core of all these trends, social media is less of a broadcast “push channel” and more about loyalty, reputation and advocacy

Five trends to track:

1. Friends get special access to deals and programs: 

It’s important to remember, relationships are not just about a pat on the back; they also should deliver real consumer benefits.  Research suggests that 59% of those who became a fan/follower of a travel company in social media did so for special offers and discounts (eMarketer, “The Impact of Social Media,” 9/9/10).  

2. Digital travelers never travel alone:

Leisure travel planning is often more fun when it’s with friends and family.  Recent trends are providing tangible evidence for this basic insight.  20% of Facebook users have asked their network friends for travel advice (eMarketer, “The Impact of Social Media,” 1/10).  Further, apps and communities are beginning to empower shared planning among friends and connections by taking advantage of "network effect."  

3. Loyalty is increasingly about style, not just bookings:

Most travel brands limit loyalty programs to the transaction when in fact travelers are thinking about travel well beyond the swipe of their card.  With social media integrating into mobile devices, many hotels and airlines have realized that they can engage a significant number of travelers at touch points throughout the travel journey. 

4. What travelers discuss is found and compared:

The release of Google ‘Places’ and the recent whispers of the forthcoming Google ‘Place Recommendations’ reflect the close relationship of location reviews and search.  What can brands do?  For starters, actively engage in ‘reputation management’, which involves monitoring for issues, responding when necessary and optimizing how both brand sites and brand reviews are indexed in search. 

5. Service is extended via connections:

Social media is a “live channel” that can be leveraged for addressing customer issues in real time and for routing customers to service channels directly.  35% of travelers have used social media to interact with a travel company (eMarketer, “PhoCusWright Cross-Channel Survey,” 7/1/10).  

 

Setting Expectations for Digital Media

I'm here at the Pivot Conference listening to discussions about digital media, social media and "branding's next revolution."  One speaker effectively emphasized the importance of reflection by stating, “we are at the most important moment in advertising since the advent of TV… because the internet opens unprecedented ways to connect with people on their own terms.”  These conferences are really helpful for fostering important reflections about what we as digital marketers are doing right and wrong.  One of the major themes I've observed has been that digital marketers are not setting effective expectations with clients.  Expectations and business goals are where every program begins and how every program is judged in the end - so we better get the expectations right.  Unfortunately, many of us would agree that we're not getting the expectations and business goals right.

Some high level Pivot observations about digital expectations:

1. Embrace what’s different about digital and stop trying to make it fit into traditional conventions of marketing.  Awareness is not the specialty of digital (although it can play a role); facilitating opinion formation and purchase decision are far more relevant to the medium.
2. Stop focusing on the click!   The goal of brands for hundreds of years has been to build relationships with customers – and now it’s just about clicks (which means less and less than it did before).  We as marketers set expectations with our clients.  If we’re frustrated that CTR is overly emphasized, we need to set different expectations up front.  It’s different for everybody, but time spent, repeat visitation, engagement and influence are better insights to begin considering.
3. Don’t let the metrics muddle the long-standing goal: emotional connections.  Increasingly marketers will aim to establish emotional connections that are with the consumer all the time.  Digital is an “always on” and increasingly “always with me” channel.
4. Quality is better than quantity.  That doesn’t mean forget scale, but it means that we need to add deeper insights to the connections established with consumers.  Insights are what differentiate the digital medium!  Let’s bring more focus to digital insights and apply them to the overall process, which will show value through application.
5. Make marketing discoveries by testing, learning and asking/engaging your most loyal consumers.  Digital is the place to do this because it’s quick for implementation and you get direct feedback.  Feedback is what keeps all of us honest.  If you make mistakes that’s okay – just admit when you’re wrong.  Keep trying and focus on an iterative process.  If you stay committed, you’ll eventually get it right.  And if you’re trying to get into digital and social, the simple truth is that you will only learn by doing.
6. There is no such thing as a campaign – only a continuum.  Building a foundation for the long term will pay dividends when you really need it.  You may not need immediately need owned digital media channels and communities, but you almost certainly will find use in the future.
7. Measure what matters - sales and the bottom line are the first priority.  Response to promotions/discounts, loyalty, and continued engagement are great ways to prove value as well.

 

Cause Marketing: TownePlace Suites on Facebook

TownePlace Suite's Make-A-Bed program is a cause marketing promotion that aims to reward consumer engagement with donations to the American Red Cross Disaster Relief.  In addition, participants can win a grand prize free extended stay at TownePlace Suites.  

I've been honored to support this effort strategically and I'm really proud of what we've come up with.  One of my main tasks was to determine our conversation strategy.  Because we are giving away Flip Cameras as secondary prizes, I recommended that Flip Cam video interviews with the ARC be a part of our wall strategy.  As is the case with many social media campaigns, we were working on a limited budget and the Flip interviews were a great way to develop compelling content on-the-fly.  Justification for shooting on the Flip Cam was essentially that while the production value may not be at the level of traditional marketing and advertising, Flip interviews speak in a uniquely social voice and humanize both the partnership with the Red Cross and also the prize that is being given away.

I think our effort with the Flip Cam interviews speaks to a larger trend in our industry around the need to spark 2-way conversations between brands and consumers.  The quick video interview is effective at sparking conversations through taped conversation.  We've seen some great comments on our Flip Cam videos and I'm hopeful that marketers will begin to see that in "always-on" social channels, on-the-fly efforts are often appreciated by fans and followers when they are posted.

Go to www.facebook.com/makeabed to help support the program give up to $50,000 to the American Red Cross.  Every click on the Make-A-Bed tab helps TPS donate 2 dollars to the ARC.  "You Click - We Donate."

Check out causemarketing.biz to see a full interview with Marriott's head of public relations about the TownePlace Suites Make-A-Bed program.

Below are 2 of the Make-A-Bed Flip Cam interview videos: