Engagement Is The Future Of Branding - Brian Solis (Social Fresh WEST 2013)

@BrianSolisprincipal analyst & author

The Human Algorithm is the confluence of data science and digital anthropology

MEET GENERATION-C

You are now marketing to an audience with an audience of audiences — Creative must engage

and trigger a social effect

See the world differently, not just for what it is but also for what it could be.

You are now competing for…

ATTENTIONAND RELEVANCE

Credit: CRWgraphics

There is no one way to reach “one” audience. And each channel cannot rely on

“one” click path

Your business is structured around a different breed of consumerism. Going social, mobile and local get you closer, but not close enough to reach your connected customer

Credit: Tronvig Group

Persona: An imaginary person with a name, history, and story who has a way of doing things. A persona should have enough psychological detail to allow you to take the persona’s view and see your products and services from her perspective.

Credit: Peter Gentsch, B.I.G.

Personas are real people who can be brought to life by studying social data and

behavior

Source: “The New Multi-Screen World,” Google, 2012

Consumers start on their PC but continue usage on mobile devices

Stimulus

Zero Momentof Truth

First Momentof Truth

Second Momen

tof Truth

Ultimate

Moment

of Truth

Awareness SocialDiscovery

Considerationto Purchase

Experience SharedExperience

UMOT -> ZMOT: Shared expressions form trusted impressionsShared experiences affect every moment of truth

Stimulus

Zero Momentof Truth

Source: What’s the Future of Business ©Brian Solis & @gapingvoid

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 www.google.com/think/insights

Shoppers rely on 10+ sources to make decisions – TWICE as many as the previous year

Social Feeds = Information Discovery

is the new

When it comes to search…

95% of consumers use BOTH YouTube and Google when searching for relevant content.

Source: AskYourTargetMarket Research Study, Q3 2012

First Momentof Truth

Second Momen

tof Truth

Considerationto Purchase

Experience

Gen-C sees the world differently, uniting the online and offline world for others to see &

experience

Ultimate

Moment

of Truth

Awareness SocialDiscovery

Considerationto Purchase

Experience

UMOT -> ZMOT: Shared expressions form trusted impressionsShared experiences affect every moment of truth

SharedExperience

The Experience Divide

Brand Promise CX

Whether we like it or not, customers contribute to the state of our brand simply by sharing their

experiences.

The

EXPERIENCELayer

Born DigitalExperiences, services, and supporting systems that align with expectations and behaviors of Generation C…consistently, seamlessly, across every screen in every scenario.

Connect the dots…A way of looking at the relationship between User, Consumer, and Brand experiences, and how they relate to form an Experience Cycle made of up of new customer touch points

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”— Leon C. Megginson

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Brian Solis

brian@altimetergroup.com

briansolis.com

Twitter: @briansolis

For more information & to buy

the books, please visit:

http://bit.ly/WTFBook

http://bit.ly/EndofBusiness

http://bit.ly/engage2