October 15 Inbound Lunch Bunch:Creating Personal Digital Experience

OCTOBER:Creating Personal

Digital Experiences

SPOTLIGHT TOPIC:Personal Digital

Experiences

EXAMPLES OF PERSONAL DIGITAL EXPERIENCES

CREATING YOUR OWN PERSONAL DIGITAL EXPERIENCES

•92% believe in recommendations from friends•47% believe in TV ads•33% believe in banner ads

•Nielsen Global Advertising Trust Study

How Do We Get People to Recommend?

•35% of shoppers have had a ‘wow’ experience in last 6 months

BUT•Needed to deliver simultaneously on at least TEN touchpoints to get there

-Wharton Business School

“Peoples’ expectations are pretty high. It’s easy to [fall short of those expectations], and hard to eclipse [bad experiences, even] with something that’s over-the-top,” says Wharton marketing professor Stephen Hoch. “Bitching and moaning is more common than praise.”

Association Changes that Need to Occur:• Setting Realistic Expectations•Mindset of Entertainment & Facilitation•Not a Quantity Game•Reviewing Data & Paying Attention to

Look for It•Praise Praise Praise

Setting Realistic Expectations:

• Impressions•Reach•Cost Per Engagement•Timeframes

Association Mindset: Producer, Curator, Host

We Need to:

• Reassess our digital portfolio in context of the user’s buying journey

• Reassess our content from an enjoyment POV

• Reassess our digital from an interactive POV

•Other Ideas:• Self-benchmarking•Facebook contests•Selfie contests• Instagram•Calculators•Planning Tools•Matchmaking

•What Associations Are Doing Now:• Hard Look at Ecommerce Experience• Changing Transactional Email Receipts• Adding in Intelligent Content Recommendation

Tools• Aggregating Digital Data to Get a Comprehensive

User Profile• Developing Personas• Re-thinking Email to be Personal•Writing Headlines per Audience/Persona

U

DO GOOD WORK.MAKE TODAY GREAT.