Experience Planning

15TH ABC MEDIA WORKSHOP Presentation by Mr. Ranganathan Somanathan

Transcript

1. Experiencing Planning Ranga Somanathan Starcom MediaVest Group & Optimedia Malaysia
2. 2 It has never been a more challenging time to be an agency, client or even a consumer
3. 3 We have entered into a new communication era Technology is enabling deeper experiences Control (brands & content) is being democratised Brands are always on (whether they like it or not) More people are getting personal with brands
4. 4 The relationship between how a brand interacts with a consumer has changed Brand as a nation that people joined because of what the brand represented • Functional & emotional attributes Communities that a brand can be a part of • Providing a value exchange • Purpose inspired, benefit driven Community Brand Content Consumer yesterday new reality Brand Content Brand Content Brand Content
5. 5 New Migration: Key elements that are shifting the media landscape today
6. 6 Digital devices increase Mobility and Connectivity Allows consumer to access information anytime anywhere
7. 7 Traditional Media have evolved to be where their audiences are TV and Print evolved into multimedia product
8. 8 Consumers are in POWER! They are more Content Focused Define they own ‘Prime Time’ Ability to Tune Out Advertising
9. 9 Audience is the New Media They no longer are audiences, they have audiences - facebook, tweeter, blogs
10. 10 So what does it mean to us?
11. 11 We need to be putting people at the heart of our business
12. 12 … and creating meaningful experiences that matter
13. 13 Moving from better selling to better serving the consumers and the communities in which they live Centered in Human Understanding Add meaning and value to people’s lives Make all elements of marketing mix work better together End-to-end analytics: do more of what works faster
14. 14 And we need to operate and deliver in real time
15. 15 Therefore, experience planning is key
16. 16 What goes in to create it Human Understanding, Business Intelligence & Brand Strategy
17. 17 What it influences Total brand behavior; Adaptive Experiences the brand needs to develop
18. 18 How its measured Human Reactions Human Behaviors Communications Objectives Sales and ROI
19. 19 Four simple steps to experience planning Define Design Deliver Measure
20. 20 Define Economic targeting – volumetrics and sources of volume Category , brand, human truths Experience Strategy – the brand’s emotional space
21. 21 Design The right brand experiences: ideas Experiences “by the numbers”: channel selection, role of channels, channel interaction
22. 22 My Starbucks Idea: Two way conversation between Starbucks & its customers to co-create & improve its offering Dominos Pizza Tracker: Helping people keep track of their order History Channel & foursquare: Check-in at key historical landmarks and receive content on the history of the area thanks to the History Channel Nike+ Run Clubs: A training community for Nike+ members The framework for designing experiences that matter to people
23. 23 Recognition as well as a deserving chance to be part of the ‘celebrity’ blogging community (invites to big launches, reviewing tech gadgets, VIP passes) As what bloggers do, they blog, they share their opinions, and they have followers who talk – DiGi Angels in total have over 40 million readers (followers). For a year, content created by DiGi Angels mount up to over MYR9 million in PR value, and still growing. Created a community of DiGi ‘earned’ bloggers who congregates during DiGi blogger camps, exchange and share notes, most of all talk about DiGi. CURRENCY CONTENT CONVERSATION COMMUNITY DiGi - Turning Away from Pay-Per-Pitch Blogging
24. 25 Deliver Strategic partnerships, trading, activation Sense & respond
25. 26 Measure Learn, listen and re-apply
27. 28 Experience Creation should be the focus