About Thirteenth Floor: A Digital Customer Engagement agency
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ABOUT THIRTEENTH FLOOR
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We believe that the most powerful force in marketing is engagement – moving customers with content and experiences that they want, rather than interrupting them with media they don’t. Thirteenth Floor is a digital customer engagement agency. That means we create ongoing programmes of digital content – measured and improved with data – that drive customer action through engagement. What’s different about us is that we have a strategic approach that puts your customer at their core of the digital ecosystem – rather than just one element of it, like a digital, SEO, content or social media agency would. We work with all types of companies across industries and business types including – * GlaxoSmithKline (consumer healthcare) * Wolters Kluwer (information services and publishing) * VMware (Software) * The Australian Defence Force * SASH (the small animal specialist hospital). The common factor between them all is that they have customers who like to engage with digital content, and products, brands or services to connect these customers with. We are a member of the Now Communications Group. [email protected] thirteenthfloor.com.au @13th_Floor_AU
Transcript of About Thirteenth Floor: A Digital Customer Engagement agency
ABOUT THIRTEENTH FLOOR
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WHEN CUSTOMERS USE DEVICES
Source: AOL 2014
As customers our desire to engage is rampant - the only time we don’t use devices is when we sleep.
Source: Milward Brown AdReaction, 2014
Daily distribution of Australian screen minutes
Smartphone 132
Tablet 37
Laptop + PC 102
TV 125
This is backed up by where Australians spend their screen minutes; TV is now the second screen. !
TV is still a valuable tool, but the opportunity to engage outside of it is huge.
WHILE DIGITAL ENGAGEMENT IS CLEARLY A HUGE OPPORTUNITY, IT’S ALSO VERY DIFFICULT
THAT’S BECAUSE THE INTERNET IS LIKE SPACE
IT’S VIRTUALLY INFINITE
IT’S DEADLY
IT DOESN’T CARE ABOUT YOUR CONTENT
We know that just like life, digital engagement needs an ecosystem to survive and grow within. !
In the universe, that ecosystem is made up of elements like air, water and land . !
In the internet, that ecosystem is made up of other elements, depending on your customer and your goals.
COMMUNITY
CHAT SOCIAL
SEM/SEO
CONTENT PLATFORMS
APPS
CRM
Elements in a typical digital ecosystem
Most agencies come from the perspective of just one of those elements - content, or social or SEO for example. !
We believe that it’s vital not only to be able to see the whole picture, but then be able to implement it. !
Otherwise if you’ve only got a hammer, everything will start to look like a nail.
Thirteenth Floor is a digital customer engagement agency
We design engagement strategies with our clients and then build the digital ecosystems that bring them to life
Coming from the direction of the customer - rather than the solution -
is what makes our ecosystems work
WHAT WE DO
MyPharmassist is an online pharmacy assistant community and training resource ecosystem that we have built for GSK Consumer Health.
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MODULE ENGAGEMENT
Our registered MyPharmassist users spend on average 10 minutes per visit engaging with our interactive modules that educate on GSK category areas and products.
We amplify both new and existing content using social and personalised CRM channels. We also create varied tiers of content to suit different user persona wants and needs.
The result is a steady growth in both registered users and levels of engagement.
We’ve built the Australian Defence Force’s digital ecosystem to help up-skill service men and women in financial literacy and planning.
The ecosystem includes an interactive website, mobile app and CRM programme.
With a dedicated user following, we’re in planning to broaden our engaged base.
HOW WE DO IT
We've all got digital assets - websites, social, CRM - but have we got the right ones and are they linked together in the right ecosystem to generate engagement for you brand? !This process will help design that ecosystem based on your customers and their journeys. The output is a plan to help you optimise your digital customer engagement. !To get to that plan, there are three key steps that we work through with our clients: !1. build personas based on their wants, needs and fears so we can
create content that engages them and drives action !
2. map the opportunities throughout their customer journey (a customer experience map) and
3. from that build an interconnected network of engagement touch points (a digital ecosystem) that will give them what they need to get them to where we want them to go.
!The process is based around a one day workshop where the customer profiles and experience maps are co-created. !Before that workshop we collect and analyse all customer research and data we can get our hands on to inform our work. !After the workshop we develop the digital ecosystem that will best meet our objectives and the opportunities unearthed by the customer experience map. !Working with our clients we then plan how to best bring the agreed ecosystem to life - one step at a time - and then help them do it.
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DIGITAL ENGAGEMENT PLANNING
2. EXPERIENCE MAP
3. DIGITAL ECOSYSTEM
1. PERSONA DEVELOPMENT
– DAVID OGILVY
"You cannot bore people into buying your product; you can only interest them in buying it."
THIRTEENTHFLOOR.COM.AU
@13TH_FLOOR_AU
