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Experience Planning

abcm
April 17, 2012
120

Experience Planning

15TH ABC MEDIA WORKSHOP Presentation by Mr. Ranganathan Somanathan

abcm

April 17, 2012
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Transcript

  1. 2 It has never been a more challenging time to

    be an agency, client or even a consumer
  2. 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
  3. 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
  4. 7 Traditional Media have evolved to be where their audiences

    are TV and Print evolved into multimedia product
  5. 8 Consumers are in POWER! They are more Content Focused

    Define they own ‘Prime Time’ Ability to Tune Out Advertising
  6. 9 Audience is the New Media They no longer are

    audiences, they have audiences - facebook, tweeter, blogs
  7. 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
  8. 20 Define Economic targeting – volumetrics and sources of volume

    Category , brand, human truths Experience Strategy – the brand’s emotional space
  9. 21 Design The right brand experiences: ideas Experiences “by the

    numbers”: channel selection, role of channels, channel interaction
  10. 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
  11. 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
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