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How brands can build emotional connections through digital strategies
- 1. Branding for results - Seagull Advertising
- 2. Have you heard of these brands? What made them so famous?
- 3. The Consumer What is the world’s most powerful medium?
- 4. What business are these brands really in?
- 5. Making India healthy Making search easy Improving the quality of life of Indians Spreading happiness
- 6. Products have rationales brands have emotionales
- 7. Consumers champion brands which meet their emotional needs 21st Century brands own an Obvious Emotional Truth
- 8. Coke’s OET: People need happiness in their lives
- 10. But if a Brand is all about an emotional experience, how do you put numbers on it?
- 11. How do you align your Business Interests to your Brand Strategies?
- 12. Seagull’s 3 stage Wings 4 Profit process Charting your Brand’s Flight Map Giving your Brand Wings Defining your Brand’s Challenge
- 13. Seagull’s W4P process helps create integrated campaigns across mediums that give results.
- 14. # Let’s get social
- 15. The world is now communicating online
- 16. And soon most communication will only take place online
- 17. Barack Obama relied heavily on social media to win the 2008 elections
- 18. Twitter, FB are already having an impact on Indian politics
- 19. did you know? • 41% of people said social media would affect their choice of healthcare provider • 77% of patients used search prior to booking an appointment. • Roughly 1/3 of patients used tablets or mobile devices on a daily basis for research and/or to book appointments • 51% say they’d feel more valued as a patient via digital health communications • Email is a valued channel across nearly all message types, from patient care and health tips to seasonal reminders and payment reminders (Source: Google, TeleVox)
- 20. Social movements are now taking place on social media
- 23. So what do big brands do on social media? They LIBEF and SOSHA
- 24. What does that mean? LISTEN: Listen to conversations happening online, relevant to your keywords BEFRIEND: Make your customer your friend SOLVE: Solve their problems, queries, doubts SHARE: Share information, valuable content with them
- 25. The case of Audi R8: • In 2011, a young lady named Joanne McCoy tweeted everyday using #WantanR8’. • Luckily for her, Audi was listening, and responded by showing up at her Washington, D.C. home with a brand-new sports car for the day • From there onwards, the company went on to share the love and started giving fans who tweeted using this hashtag an Audi R8 for a day • So far, the hash tag has been used over 75,000 times since its inception, but that number is expected to skyrocket How successful brands LIBEF and SOSHA
- 26. What happens when brands don’t LIBEF and SOSHA?
- 27. Dave Carroll’s viral video • In 2008, Canadian musician Dave Carroll took a United Airlines flight •Upon reaching his destination, he discovered that his $3500 Taylor guitar was severely damaged due to rough handling •When he raised his claim to United Airlines, he was met with indifferent employees and his claim was ultimately apparently because he hadn’t submitted it ‘in time’ •In protest, Dave Carroll went on to do what he did best: he made a song about the whole episode and published it on youtube •Almost immediately, the video went viral, generating a lot of negative feedback for United Airlines, from other disconcerted passengers •Till date, this video has garnered 2.5 million views and Dave is planning on a sequel, plus a book
- 29. How to create a successful digital strategy • Build a digital community • Generate enquiries/sales
- 30. Say Hello to the AECCC strategy From David Rogers: ‘ The Network Is Your
- 31. • A band created for Healthberries Clinic Pune, which stores all relevant medical information about you • This band could also possibly give you alerts on medical tests, medical precautions you need to take on a real-time basis and relay important information back to your physician ACCESS: Be present where your consumer is
- 32. Scanadu Scout: Brainchild of entrepreneur Walter De Brouwer • A device which helps people capture health information such as temperature, blood oxygen level and electrical heart activity by holding the gadget to your temple for 10 seconds. ACCESS: Be present where your consumer is
- 34. Mayo Clinic: Aggressive on Social Media
- 36. 5 ways how Mayo Clinic uses social media Here are 5 ways how Lee Aase, the director of the Center for Social Media at Mayo Clinic uses social media Youtube: YouTube is one of a hospital’s most successful outlets in terms of marketing itself to potential clients. At Mayo, we utilize this for patients to highlight our areas of expertise and focus. Twitter: For Mayo, word of mouth has been the best way to get our name out there for the past 100 years, but Twitter has taken that model to the next level Facebook: On Facebook, we can build a community of former patients, current patients and future patients. Facebook acts as a forum for patients to interact with the hospital and with one another, but Facebook lets its community go into more depth Blogs: Blogs are a great way to publish timely news. Blogs also offer the added benefit of tending to fare well in search engine optimization Cross promotion: We utilise as many social media outlets as possible and emphasise on cross promotion, for example, taking YouTube clips and posting them on the hospital’s Facebook wall or Twitter feed. If done properly, health organizations will see an increase in patient volumes.
- 37. Derm TV •Internet’s top skin care resource hosted by leading New York based dematologist Dr. Neal Schultz. Topics include acne, wrinkles, exfoliation and more. •His videos have received over 97 lakh views ENGAGE: Become a source of valued content
- 38. Motherhood Simplified •Motherhood Simplified:* An online and offline platform developed by Seagull Advertising which gives information on pregnancy through on ground seminars, online blogs, videos and user generated content. ENGAGE: Become a source of valued content In concept stage
- 39. Will it Blend? •Blendtec, a local commercial and home blender manufacturer from Utah has created one of the most successful viral social media marketing campaigns 6 years ago. •Once a small manufacturer, currently active in 90+ countries, Blendtec is today known to millions with its crazy yet funny "Will It Blend?" videos. ENGAGE: Become a source of valued content
- 41. CUSTOMISE: Adapt your offerings to your customer’s needs In today’s age, we can’t give consumers what we want, we need to give them what they need or are looking for. The three slides which follow, show three examples of brands which have successfully adapted their product to their consumers’ needs and wishes.
- 45. COLLABORATE: Involve your customers and co-create with them Threadless clothing: The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by enabling anyone to submit designs for t-shirts and asking its community of more than 500,000 members to help select winning designs. Threadless encouraged community members to actively participate by critiquing submitted designs, blogging about their daily lives, posting songs and videos inspired by the designs, and, most important, purchasing t-shirts that have won the weekly design competitions.
- 47. COLLABORATE: Involve your customers and co-create with them Wikipedia: The world’s biggest free-content, collaborative online encyclopaedia A wiki is a website that allows contributors to create and edit the wiki’s own pages using a simplified editor within the browser. This self-editing software was invented by Ward Cunningham
- 48. CONNECT: Be a part of your customer’s conversation PatientsLikeMe: A platform for people afflicted with diseases to connect to other patients suffering from the same disease, to exchange vital information, find companionship and also report drug side effects directly to government regulators.
- 50. CONNECT: Be a part of your customer’s conversation McDonalds: Our Food. Your questions. Giving consumers a platform to ask their questions and answering them in an engaging, informative manner.
- 52. CONNECT: Be a part of your customer’s conversation March of Dime Charity: •Allowing people to make their own 60 second ad to raise awareness of premature births. People were invited to share their baby stories through videos, blogs. •Over 80 ads were submitted, 3000 votes were cast and the winning ad was distributed nationally on tv.
- 54. all ready for take-off! @seagullads Seagull Advertising /company/seagull-advertising www.seagulladvertising.com