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

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

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@BrianSolisprincipal analyst & author

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

MEET GENERATION-CYou 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 forATTENTIONAND RELEVANCE10

Credit: CRWgraphicsThere is no one way to reach one audience. And each channel cannot rely on one click pathhttp://www.crwgraphics.com/multi-channel-marketing-cross-media-marketing-services.htm12

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 customerCredit: 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 personas view and see your products and services from her perspective. http://www.tronviggroup.com/customer-personas-what-sally-can-show-you/14Credit: 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

StimulusZero Momentof TruthFirst Momentof TruthSecond Momentof TruthUltimate Momentof TruthAwarenessSocialDiscoveryConsiderationto PurchaseExperienceSharedExperienceUMOT -> ZMOT: Shared expressions form trusted impressionsShared experiences affect every moment of truth

StimulusZero Momentof Truth

Source: Whats the Future of Business Brian Solis & @gapingvoid

Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 www.google.com/think/insightsShoppers rely on 10+ sources to make decisions TWICE as many as the previous yearSocial Feeds = Information DiscoveryQ2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003


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 2012http://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-web-contenthttp://www.everydaycheapskate.com/tips/youtube-demo-videos-a-hit-with-consumers/http://www.mediapost.com/publications/article/163492/youtube-the-monster-search-engine-you-cant-ignor.html#axzz2H3cQpTmt25

First Momentof TruthSecond Momentof TruthConsiderationto PurchaseExperience

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


Ultimate Momentof TruthAwarenessSocialDiscoveryConsiderationto PurchaseExperienceUMOT -> ZMOT: Shared expressions form trusted impressionsShared experiences affect every moment of truthSharedExperience

The Experience DivideBrand PromiseCXWhether we like it or not, customers contribute to the state of our brand simply by sharing their experiences.




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

Connect the dotsA 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. Megginson38

Brian Solisbrian@altimetergroup.combriansolis.comTwitter: @briansolis

For more information & to buy the books, please visit: http://bit.ly/WTFBookhttp://bit.ly/EndofBusiness http://bit.ly/engage2