Creating Awareness and Engaging People through …...shared media. Mentos & Diet Coke: user generated content and shared media. Create a network of friends. Create a network of professionals

Project Energy Efficiency Foundational Assignment | October, 2008|1

“Creating Awareness and Engaging People through Digital Touch Points”

November 17, 2008

Genesis CapunitanManagement Supervisor - DDB Worldwide Phone: 310-907-1572E-mail: [email protected]


“Creating Awareness and Engaging People Through Digital Touch Points”

1. What is considered a digital touch point?

2. Viral Marketing vs. Viral Expansion Loop

3. The Obama Campaign

4. Implications for a Low-Carbon Movement


What is a Digital Touch Point? A digital application (i.e. online banner, website, blog, text message, etc.) that provides two-way interaction capability through a personal electronics devices.


One screen is now many screens, which means there are more opportunities to interact with users.


Social Networking Display Ads Organic and

Paid Search

E-mail Outreach

Online Widgets

User-Generated Content


Branded Content

Mobile and Handheld

Online Mapping and GPS

Digital Signage

Virtual Reality Blog or Micro-Blog


Why are these digital touch points important?

•Users spend a lot of time online and it is only increasing.

•Allows your company to inform people that there are you new products and services available.

•Every touch point is an opportunity to say something great about your brand (or movement).

•A great channel to build loyalty and measure their behaviors.

•Connect your users to other users to build community.

•Online entertainment-based content to capture more time from users.

•The digital channel is always on 24/7, on demand, and possesses a ubiquitous omnipresence.


What can these digital touch points accomplish?

Viral MarketingViral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.

Viral Expansion Loop A viral expansion loop is similar to viral marketing with one notable difference: viral marketing can't be replicated indefinitely, while a viral expansion loop must be, in order for it to exist. When properly conceived and implemented, a viral loop almost guarantees self-replicating growth.

Cadbury Gorilla: branded content and shared media.

Mentos & Diet Coke: user generated content and shared media.

Create a network of friends.

Create a network of professionals.

Create your own social network based on a particular interest.


The Viral Continuum

•A gradual transition from a viral one-off marketing event to a repeatable and multiplied expansion of exponential users that possesses a sustained growth.

Viral Marketing“One-Off” = a spike in users and interest and then declines

Viral Expansion LoopMay start off as a viral marketing “one-off event” but transitions to a self-replicating user growth phenomena.

Employ social networking and social media tactics with clear value to the individual user.


Online users build the brand through social networking, user generated content, shared media and branded entertainment.

• Speak directly to users: Text message campaign, website, e-mail and online banners.

• The brand was a creation of socially focused group effort: They took the concept of “change” and expanded it.

• Created a specific and intentional user experience: inclusion and accessibility: Foster conversation and harness the power of shared media.

Launched a digital campaign with a viral intent…


Then evolved into a viral expansion loop…and into a movement.

Text MessageVP announcement was sent before an official television announcement was made.

Social Networks: Thousands of networks representing millions of people were created.

User Generated Video Thousands of personal home video extending the message of change and hope.


What are the implications for an energy efficiency movement and a low-carbon future?

Some consideration points…

1.Continue to build education on global warming and modify the hearts and minds of skeptics.

2.Convey a clear “behavior:” call-to-action at home, the commute and at work.

3.Make aware of how carbon-based electricity is produced and align that information with home and automobile behaviors that are understandable.

4.Sway and build public opinion.

5.Influence state and federal legislation.

6.Utilize consumer pressure on manufacturers and retailers to produce good products and eliminate bad ones.

7.Online community calling to contain climate change. This is an opportunity for US leadership.


Key Takeaway:

•Digital touch points are not as effective by themselves but by offering these touch points to users and conveying why it is personally valuable to share content with others combined with a long term set of goals is where the viral impact lies.


Some reading suggestions regarding viral marketing…

1. Look at engaging communities as a long-term process

2. It all starts with branding

3. Live your brand message

4. Listen to your customer community

5. Listen to you internal community

6. Listen to your creative community

7. Make a numbers case for social marketing

8. Keep learning from nature

9. Look beyond buying and selling

10. Embrace change – and the rate of change

1. People: What are your customers (users) ready for?

2. Objectives: What are your social media goals?

3. Strategy: How do you want relationships with your customers to change?

4. Technology: What applications should you build? What technologies already exist?

Groundswell: Winning in a World Transformed by Social Technologies

by Charlene Li and Josh Bernoff

The Nature of Marketing: Marketing to the Swarm as well as the Herd

by Chuck Brymer


Thank You!

Genesis CapunitanManagement Supervisor - DDB Worldwide Phone: 310-907-1572E-mail: [email protected]

Documents

Creating Awareness and Engaging People through …...shared media. Mentos & Diet Coke: user generated content and shared media. Create a network of friends. Create a network of professionals