Success in Digital Social, Video, Mobile & Utility 04/17/2014
Success in Digital Marketing: Dealing with root causes of failure
Oct 21, 2014
Lecture given to MBA students at UNC Chapel Hill in 2014. What does it mean to succeed in digital and how to avoid industry traps. Also, why does digital marketing fail even when we think it succeeds.
Generously invited by the wonderful Professor JoAnn Sciarrino - http://www.jomc.unc.edu/directory/faculty/joann-sciarrino
Generously invited by the wonderful Professor JoAnn Sciarrino - http://www.jomc.unc.edu/directory/faculty/joann-sciarrino
Welcome message from author
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Transcript
Success in Digital
Social, Video, Mobile & Utility
04/17/2014
Me• Digital Producer
• Started in entertainment for MTV / VH1
• Agency side in ‘digital production’
• Pure-play digital, creative agencies and in-house
• Brands like M&M’s, Snickers, Pedigree, GE, Nike, and MAC Cosmetics
• Digital advertising (content, ads, contests, microsites), brand websites, web software, mobile apps, internal sales systems, web-connected products, and installations
My assumptions
• You will work for brands that are regionally, nationally or globally-recognized (this is not geared to SMBs)
• Most of you will work on the client-side in some kind of marketing capacity
• You have some experience actually trying to market in a real-world setting
• B2C
We aren’t covering• Media planning
• Production dos and don’ts
• Measurement / metrics
• Stuff you already know (eg. the O continuum)
• Storytelling
• Organizational structure and change management
• Branded entertainment
Digital is kind of a big deal.
strategy for digital… content
communications products services
experiences …?
Current trend… OMNICHANNEL
Instagram / Tumblr
Youtube
Apps
Websites
Web-connected products
TV Commercials
Brands online
Our digital lives
EXERCISE - INFORMAL POLL Immediate recall -
Something you enjoyed and/or passed on 1 person = 1 answer = 1 sticky
Use different color stickies for answers
Success is upon us
Question you should be asking
Who is really succeeding here?
For example: Brand Awareness
–GE President, Olympic Sponsorship and Corporate Sales
“If you can’t find a link to driving company profits—don’t do it!”
An Illustration
Video - keynote only
An Illustration
Video - keynote only
We did everything right.
GE 2012 Olympics
15
responsive websites
(on NBC, ESPN)
dynamic banners
data viz. yelp integration
116 videos
celebrities
rich media ads
Facebook app Sponsored stories
live twitter visualization
–Global executive director of digital advertising at GE
"This is not just a 17-day (social-media) goal. The Olympics are step one."
The problem with ‘success’
• Campaign-centric planning and interruption-based thinking as foundational for all work
• A complicit industry (metrics can be misleading)
• Marketing as science (feeling of control)
Most successful digital marketing fails for customers.
!
Deliverables are a misdirect. !
We’ve got to change our foundations.
AUTHENTICITY Not ‘what to do’
!
HOW TO BE !
‘what to do’ follows
How did we get here? success vs. value
SUCCESS
Brand manager
SUCCESS
Brand manager
Boss(s)
SUCCESS
Brand manager
Procurement
Boss(s)
SUCCESS
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
CustomersEyeballs
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
CustomersEyeballs
Agency Partners
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
CustomersEyeballs
Agency Partners
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
CustomersEyeballs
Agency Partners
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
CustomersEyeballs
Agency Partners
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
CustomersEyeballs
Agency Partners
IT / IS
PRODUCT
RETAIL / CHANNEL
ECOMMERCE
Brand manager
Procurement
Boss(s)
‘Digital’ floater(s)
SUCCESS
CustomersEyeballs
Agency Partners
VALUE
VALUE
THE BRAND (YOU)
VALUE
THE BRAND (YOU)
Customers
VALUESilos
BRAND COMMS IT / IS
PRODUCT RETAIL
THE BRAND (YOU)
Customers
VALUESilos
BRAND COMMS IT / IS
PRODUCT RETAIL
THE BRAND (YOU)
Customers
VALUESilos
BRAND COMMS IT / IS
PRODUCT RETAIL
THE BRAND (YOU)
Customers
Agency Partners
CREATIVE SHOPPER MKTG
SOCIAL RETAIL
VALUESilos
BRAND COMMS IT / IS
PRODUCT RETAIL
THE BRAND (YOU)
Customers
Agency Partners
CREATIVE SHOPPER MKTG
SOCIAL RETAIL
VALUESilos
BRAND COMMS IT / IS
PRODUCT RETAIL
THE BRAND (YOU)
Customers
Agency Partners
CREATIVE SHOPPER MKTG
SOCIAL RETAIL
VALUESilos
BRAND COMMS IT / IS
PRODUCT RETAIL
THE BRAND (YOU)
Customers
Agency Partners
CREATIVE SHOPPER MKTG
SOCIAL RETAIL
‘SUCCESS’ VALUEVS.
Brand-first
Campaigns
Fast
Metrics to prove value
Listening to write a case study
Execution is easier
Marketing department only
Person-first
Commitments (can have campaigns)
Slow
Metrics to learn and change
Listening to listen and act
Execution is harder
Whole organization involvement
Obvious right?
Obvious right?Easter / seasons!
Obvious right?Easter / seasons!
New product release
Obvious right?Easter / seasons!
New product release
Earnings are down
Obvious right?Easter / seasons!
New product release
Earnings are down
Industry pressure
Obvious right?Easter / seasons!
New product release
Earnings are down
Industry pressure
KPIs & bonuses
Obvious right?Easter / seasons!
New product release
Earnings are down
Industry pressure
KPIs & bonuses
Bad press
Obvious right?Easter / seasons!
New product release
Earnings are down
Industry pressure
KPIs & bonuses
Bad press
Fiscal year end
Budgets don’t roll over
How to avoid shiny objects, sure things, and rabbit holes
Problems vs. symptoms
• Everything is connected
• Question things- metrics are the opiate of the marketers
• Human psychology is key to understanding industry-wide failing at marketing effectiveness
Tactical Rigor
Strategy
Values
Getting to values
• Be honest about your brand
• Who do you serve?
• What matters to them?
Be honest about your brand• Field research
• Fly-on-the-wall observation
• Surveys and cultural probes
• Extreme Interviews
• Existing research, social listening
• Internal performance metrics (bottom-line figures) and SWOT
• Information radiators
Who do you serve?• Field research
• Walk-a-Mile Immersion
• Interviewing / contextual inquiry
• Existing consumer research, social and CRM data
• Stakeholder and Empathy maps
• Personas
What matters to them?• Field research
• Camera journal
• Narration / Contextual Inquiry
• Unfocus group
• Journey Maps
• Affinity diagram / card sort
• Information radiators
Make lots of friends
• Strategic Partnerships
• Channels
• IT
• eCommerce
• Retail
• Product
Your values become real
• Your baseline for digital marketing is colorful, specific and full of insight:
• A true brand ‘SWOT’ with real life examples and participants for future test & learns
• A nuanced, deep and wide understanding of your target with data to inform partners and internal friends
• Specific ideas for the things your audience cares about and the factors that influence their behavior
Transformation is hardBut it is worth it
What if you were Walgreens?
• What if I don’t have an authentic place in the channels? (what if I’m Walgreens?)
• Entertainment as value?
Workshop
• Group up
• Review the brief together
• Do empathy map
• Decide on a few commitments
Things silos are doingPharmacy chat
New Point of Sale
New loyalty program w/ fitbit
Order prescriptions from your phone
Developer program (open API)
Workshop • Parents (choose the mother or father; younger or older)
• Situation (examples)
• Child gets burned / has rash for longer than normal / warts in strange spots …etc - not sure what to do
• At a new doctor; need to select a pharmacy to send prescriptions to
• Spouse wants pictures from the weekend getaway printed for get together with friends tonight
• GOAL: What can we do with digital marketing to change our image?
Some of what happened• Youtube
• https://www.youtube.com/results?search_query=walgreens
• Twitter/Facebook/Instagram
• https://twitter.com/search?q=walgreens&src=typd
• https://www.facebook.com/Walgreens
• http://www.snapsbywalgreens.com/walgreensluv/
• Other
• https://itunes.apple.com/us/app/walgreens/id335364882?mt=8
• http://www.google.com/trends/explore#q=walgreens
• https://developer.walgreens.com/
• Mobile
• https://itunes.apple.com/us/app/printicular-print-instagram/id570103834?mt=8
Does this mean
• I shouldn’t do [insert deliverable]?
• Classic metrics don’t matter?
No• The problem with failing to succeed isn’t execution or failure to
measure - its strategy and the communications paradigm
• Marketing fails to build the brand and business because it isn’t values-first. It has no insight and is not primarily concerned with the customers. We need marketers who will go to the mat for the customer.
• That will change strategy and its connection to the tactics through the line. Sometimes it will mean heavy social media and branded entertainment. Often it won’t.
Appendix. My thoughts on…
How to use…social
• Use it mostly for listening, learning and responding. Its a customer-service tool for marketing, not for entertainment.
• Only a few brands have the right to be entertaining socially (eg. use it as a channel for pushing content). Be honest with yourself.
• Take the ‘O Continuum’ seriously
• Question the marketing science with social as media; have meaningful metrics
How to use…video• Depending on your brand, entertainment-based content may be your best
bet for serving people. Most brands think it is but its only right for a few. Its a crowded space. Consider content from other angles.
• If you are a content-brand (eg. CPG), put all your eggs in this basket. Focus entirely on creating wildly entertaining content that is participating in the existing dialog online. Ignore utility.
• Don’t start with your brand. Start with what people are enjoying and go from there. Hire lots of awesome partners and take lots of small bets until you have clear sight for a big bet.
• Make CSR (corporate social responsibility) your business; align with a cause
How to use…mobile/utility• Be as close as you can to purchase intent - retail and POS is really
wonderful and mostly unexplored
• Find ways to improve customer experience with unexpected small ‘digital’ bets. Mobile is very popular with brands but few use it right.
• Get back to the basics - use ‘digital’ to help grow revenue and that doesn’t always mean targeting your consumers directly with promotions or campaigns (eg. consider sales tools)
• Don’t make an app unless your solving a real problem. If you do make an app, dedicate yourself to it beyond a campaign. Commit to solving the problem, not to your campaign cycle.
How to use…brand sites
• See previous slide on mobile (ex…they are the same thing).
• If you have eCommerce, don’t be scared of them! Its amazing how often the marketing and store teams have near zero engagement with each other.
• Reconsider what a ‘brand site’ is. Create a joint task force to serve the customer. You serve the same person.
…knowing what to do doesn’t make a great marketer
!
Relentlessly focus on values and the rest follows
Tactical Rigor
Strategy
Values
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