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Human Nature @Scale

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In today’s connected culture, earning and maintaining attention is hard.

Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’

Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.

Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.

1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?

Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."

Publié dans : Médias sociaux
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Human Nature @Scale

  1. 1. HUMAN NATURE @SCALE Building Valuable Relationships with Social & Content
  2. 2. HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES
  3. 3. UNDERSTANDING THE OPPORTUNITY Traditional Media & Advertising Based on Reach
  4. 4. UNDERSTANDING THE OPPORTUNITY CRM Designed to Drive Engagement and Advocacy
  5. 5. HOW GROUPS OF PEOPLE NATURALLY ARRANGE THEMSELVES A social strategy that’s flexible enough to reach people where they’re at
  6. 6. MULTI-LAYERED TOUCH POINTS (WITH MEASURABLE OUTCOMES) f
  7. 7. GUIDING PRINCIPLES
  8. 8. CONTENT STARTS (AND ENDS) WITH RELATIONSHIPS Content is your contribution to the relationship with the individual. There is no such thing as ‘Consumers’ there are only people to relate to, to understand, to move. Content should not speak at demographics, it should speak with people.
  9. 9. THE BEN FRANKLIN EFFECT "He that has once done you a kindness will be more ready to do you another than he whom you yourself have obliged." – Benjamin Franklin
  10. 10. USE DATA TO MOVE QUICKLY tBig data is good—smart data is better. When you see what resonates with your people and what doesn’t, you can adjust the entire system to better serve them.
  11. 11. SOCIAL AND MOBILE ARE HUMAN BEHAVIORS Social is not a ‘Channel’ it is a behavior and an opportunity to connect, but more importantly, social is a vital way to ask: For participation. For contribution. For favors.
  12. 12. VALUE, LIKE RELATIONSHIPS, IS BUILT OVER TIME, ACROSS MULTIPLE ENGAGEMENTS AND TOUCH POINTS, THROUGH ONGOING BEHAVIOR.
  13. 13. WITHOUT IDENTIFYING THE ENGAGED FEW 60 MM TWITTER FOLLOWERS DON’T MATTER
  14. 14. THE MARKETING FUNNEL IS NOW A CURVE
  15. 15. 34 ENGAGEMENT DESIGN Impressions Advocacy RelationshipValue Social & CRM Reach-based
  16. 16. 35 LADDERING ENGAGEMENT Advertising RelationshipValue Social & CRM Reach-based
  17. 17. 36 LADDERING ENGAGEMENT Advertising Promoted Social RelationshipValue Social & CRM Reach-based
  18. 18. 37 LADDERING ENGAGEMENT Advertising Promoted Social Organic Social RelationshipValue Social & CRM Reach-based
  19. 19. 38 LADDERING ENGAGEMENT Advertising Promoted Social Organic Social Registratio n RelationshipValue Social & CRM Reach-based
  20. 20. 39 LADDERING ENGAGEMENT Advertising Promoted Social Organic Social Registration Small Contributio n RelationshipValue Social & CRM Reach-based
  21. 21. 40 LADDERING ENGAGEMENT Advertising Promoted Social Organic Social Registration Small Contribution Activate RelationshipValue Social & CRM Reach-based
  22. 22. 41 LADDERING ENGAGEMENT Advertising Promoted Social Organic Social Registration Small Contribution Activate Advocacy RelationshipValue Social & CRM Reach-based
  23. 23. TRANSLATING THIS FOR YOUR BUSINESS (MARKETING)
  24. 24. USE THE ARC TO BRING RELATIONSHIPS TO LIFE
  25. 25. 44 USE THESE RELATIONSHIP MARKERS TO CONNECT YOUR PLATFORMS ReferralPurchase/ Reviews/U GC CouponsRegistratio n Social Follow/ Organic Paid Promotion Advertising RelationshipValue Social & CRM Reach-based
  26. 26. RULE #1: KILL YOUR SILOS
  27. 27. RULE #1: KILL YOUR SILOS CONTENT DATA
  28. 28. RULE #2: ASK FOR VOLUNTEERS
  29. 29. RULE #2: ASK FOR VOLUNTEERS Small, meaningful actions.
  30. 30. RULE #3: FIND YOUR PEOPLE
  31. 31. RULE #3: FIND YOUR PEOPLE
  32. 32. RULE #4: REWARD THE EXTRAORDINARY
  33. 33. WOULD YOU TREAT THIS PERSON…
  34. 34. THE SAME AS THIS PERSON?
  35. 35. Service is your product. Customers are your product. Experience is your product.
  36. 36. NOT ONLY DRIVE PREFERENCE, BUT OVERCOME CHOICE AND CHANGE BEHAVIOR
  37. 37. THANK YOU @calebgardner @cheimbuch

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