Integration of Mobile and Social Marketing
DMA Seminar, 8th November [email protected]
http://www.slideshare.net/contentandmotion/
@RogerWarner
The importance of rewiring, plumbing and ideas
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Big Brand Ideas: Hardwired for Social
• Part of Box Network Europe
• Formed 2009
• 18 staff, and growing
• 20 active clients
• 25+ active programs and campaigns
• All revenue is digital and majority is retained
• One focus: SOCIAL Communications
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About Box Network
• Instant scale and coverage
• Pure play social media specialist
• Extensive social media experience
• Expert execution: cultural and local insight
• Central campaign management model
UKGermany & NetherlandsItaly & Spain France & Benelux
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An Advertising Man, 1980-Something
• John Hegarty
• Co-Founder of Bartle, Bogle, Hegarty
• Author of Hegarty on Advertising
• Pioneers of modern advertising (esp TV)
• Founded 1982
• Levis, Audi, Lynx (Axe)
buy!
Rewiring
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There’s an App for That (... for Everything)
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“Social Media is a Conversation”
• Goal: deliver consistent stream of comms
• Success determined by how compelling, rewarding and relevant the brand is - as long term engagement, dialogue and support programs
• Problem: competition not other nearby brands, but every other online activity between breakfast and bedtime - friends, family, and other smart engaging brands on Facebook
• Talk is not cheap
• We can’t ALL be friends on Facebook!
• The app store is very crowded
• Brands want conversations / ‘engagement’. People want.... what?
• ...be careful not to lose the plot
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Occasionally Perfect
(Pls Click)8
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Tactics
mobile?
desk?
iPad?App?
•To the left is a classic consultant chart (an old one of ours)
•Brands want to plot the audience on a neat map
•Also plot channels and platforms
•Trap: real people don’t behave like this
•What if the real world just doesn’t want to talk to you on Facebook?
•Engage with that...
People Aren’t Dumb. You Are One. Think Like You.
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The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial...
Hegarty
Opportunity
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The Opportunity...?
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• Messages that sell are great ideas, stories
• But the playbook is static - TV, display, etc
• We’re addicted to the media / the media is not the message
• Traditional advertising wins by attrition, repetition
• Those with the best ideas and the deepest pockets win
• Social doesn’t work that way - it’s a relationship, a dialogue
• How do you deliver a great creative idea, via dialogue, 24x7, multi-channel?
• Houston, we need re-wiring
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Average Days
The Real Change
The value of a great idea hasn’t changed, but the opportunity to exploit it has...
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Hegarty
Mobile
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What We Use Our Mobiles For...
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What We Use Our Mobile For...
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TomTom #BreakFree
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Chris Kamara / #BreakFree
(Pls Click)19
Campaign Overview• Main vehicles are experiential and events-driven. Singing and fun is platform for creative strategy
and tactics (e.g. Caraoke)
• Core strategies are editorial - giving audiences an array of backstories to aspire to, believe in, and - most importantly - join (cool gigs, Queen hit songs)
• All of these happenings are centralised on Facebook, and driven to the outer world via Social (mobile) channels such as Twitter and online PR
• Everything is branded. #BreakFree simply asks people to ‘sing, win and #BreakFree’. #BreakFree from the tyranny of traffic (and a host of other tedious things that are on people’s minds). Share content. Win things - Renault cars, TomTom product, etc. (NB: 2011 marks the 20th anniversary of Freddie’s death - and so all activity was geared to coincide with wider public Queen/Mercury tributes)
• Events and experiences provide rich content opportunities for brand and users - video, pictures, etc - all of which are featured on the central brand .com, Facebook, YouTube, Flickr, etc. Content is a series of micro stories (and updates) to amplify the activity and to further engage
• Turns brands into content-based Social engagement platforms that give consumers a bigger (more aspirational) reason to believe - via offline events and key comms channels such as Facebook and Twitter, with publishing tools such as YouTube and Flickr being used as a Social CMS to make core content as agile, findable and usable as possible
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Recruitment, Engagement, Awareness, WOMMORE THAN ‘MOBILE’ / EVERYTHING IS INTEGRATED
Core creative strategy - strong, populist narrative - celebrity led: Sing, Win and #BreakFree (Freddie Mercury and Queen)
Brand content - celeb and humour driven, syndicated via Social with strong incentives to share
User content - fun, simple apps to encourage people to get involved and win brand prizes - Sing, Win and #BreakFree
Everything promoted via simple #Hashtag - (#BreakFree) to ensure talk-ability and share-ability
Social acquisition built in - goal is to drive Facebook fan base
Offline executions promoted via .com - exclusive trade-in offers are tied to the main online campaign and promoted via banners, PPC, web sites
Built to amplify via Social shares - all supporting widgets and apps have branded sharing and #Hashtags built in at source
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Occasionally Freddie (#Bestival)
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• Global integrated Social campaign: Sing, win and #Break Free! (from traffic). • Goals:
• Build community• Engage younger audience• Build brand awareness• Drive trade-in sales
• Measured on:• Share of voice• Awareness / coverage• Sentiment• Participation• Sales
• Results:• 5.5m+ views of branded #BreakFree videos since campaign start• 1.5m visits from Facebook to TomTom.com in first month• 200%+ increase in positive sentiment on Social Media since start• 100%+ increase in volume of Social Media mentions since start• 158% increase in Facebook fan base since start - up to 105k• <1k app downloads 23
TomTom #BreakFree Results
Mobile Sofas
(Pls Click)24
Mobile Wardrobes
Top Shop fashionistas submit their ‘looks’ for the season. Top Shop also posts its own catalogue of shoots/images. Voila: instant curation of an amazing ‘Look Book’.
Tumblr feed populated. People graze feed via categories/tags. Platform built for feedback and the share.
People share Tumblr content via social - retweet, post to Fb
“Ask fashion queries, reblog favourite snaps, follow your style crushes. Submit pics of yourself, we’ll be tumbling the looks we love the most. Tell your friends...”
People driven back to Tumblr. Friends of friends too. And so on...
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Mobile Bargains
(Pls Click)26
Mobile Rules
entertaining
valuablefree
easyin step w
ith
my life
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Campaign Planning (Plumbing)
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Council: Platform (Planning and Plumbing)
•Move away from existing device and campaign channels and/or internal team silos
•Place emphasis on a central creative program (idea) supported by multiple teams and content assets
•Success hinges on the successful liberation of assets from brand teams and disciplines
•A corporate event is a Facebook promo opportunity. A new product launch is a blogger briefing and a content syndication opportunity, etc - and everything must be published in an agile manner (Social) so that it is available for multi platform / channel executions - web site, email, Facebook, mobile, etc
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Run Mode: Council Constituents
Execs/VPs
Comms/PR Product/Brand Corporate Support Other...?
A
B
C
A
B
C
A
B
C
A
B
C
A
B
C
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Run Mode: Council in Action
Comms/PR
Support
Product Corporate
Other...?
VP seat?
Program Lead /Chair
• Regular plan/review meetings
• Standing agenda - each council member brings their own requirements to the table
• Themes and priorities agreed for programs/campaigns
• Actions (esp content) allocated to stakeholders
• Central (simple) comms plan managed centrally in a web-accessible format 31
In Store
TomTom Microsite
TomTom Facebook Page
Break Free Tab
Break FreeYouTube Channel
(all UG videos)
Content hub (backend)
Record video
Social share video
Trade-in tab
Break Free Me App
Careoke iphone
app
Record video
capture user info
Personal Facebook
Personal Twitter
Personal Blog
Record video
(no app)
Social share video
QR Codes
QR Landing
Video playerembed
TomTom App Integration Map and User Experience Flow
Auto generated email with links to user's video/creation and the
BF FB page
Newsletter
View/share
BUY
TRADE IN
Facebook ads &
engagementBlogs &
News sitesBanner/
online ads
First time buyers
Non-live PND Owners
Competitor device owner
TomTom Live PND owners
Nav 2 device owner
Nav 3 Device owner
Software flashes
Targets
Engagement platforms
Radio Direct mailTraditional press
Live (local) events
TomTom Nav 2 owner
Points of entry
Booth
Trade-in info
HD traffic info
Mobile phone
Dev elements
Log user
shares
User actions
Incentives WIN (weekly)
WIN (Grand Prize)
KEY
€50 off
capture user info
RENEW SUB
WIN (daily)
Log #breakfree +@tomtom
hashtag use
Auto-populate:
#BreakFree@TomTom
Think user experience!
Don’t try this alone!
• Multi-team
• Multi-discipline
• Developer
• Brand
• PR
• Advertising
• Retail
• Product
• etc
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Integrated Mobile Planning: Summary
• Effective mobile programs are not about apps - they’re about experiences
• Creative should be driven by user cases: entertaining, valuable, free, easy, fits with my life
• Mapping: helps to visualise the connections that are required amongst internal teams, working processes and content outputs
• Rewiring: support teams work with comms teams; retail teams work with Facebook developers; events teams work with advertising
• Alongside these campaign architectures we need to develop organisational maps that plot the roles, responsibilities and interdependencies that are required amongst team members
• Somebody needs to step out of the fray and shoulder responsibility
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It’s Not Really About the Plumbing
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[On the introduction of TV advertising]
The boffins had taken over - they could bamboozle clients with all the technical jargon of this mind boggling new media. In the land of the blind, the one-eyed producer proved to be king. And these one-eyed men - and they were all men - were the kings of advertising. Until, that is, someone said ‘we need an idea.‘ And then the one eyed producers were found to be somewhat wanting...
Hegarty
John Cleese / #BreakFree
(Pls Click)35
Thanks / Planning Qs...?
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http://www.slideshare.net/contentandmotion/
@RogerWarner
creative?
hiring!
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