The document discusses three common digital marketing flaws that can negatively impact a brand online: 1) having a disconnected story across platforms by only publishing videos to YouTube without connecting them to the brand's main website, 2) treating social media as just another publishing channel rather than engaging with audiences, and 3) thinking of mobile experiences as separate from other digital experiences instead of providing consistent branding across devices. It provides examples of how to avoid these flaws by adding annotations and descriptions to videos, tailoring social media content to different networks and audiences, and designing for consistent experiences across devices. The key is to focus on building trust, personalization, authenticity, connection, and consistency for digital audiences.

1. Literature 101, Week 6
Professor Thibeault

2. Understanding Hamlet

3. Act 1, Scene 1

4. April Fools!

5. “Getting Hamleted”
Three Tragic Digital Marketing Flaws That Can Ruin Your Brand Online

6. Setting the Stage

7. The Digital World Provides More
Opportunities to Become a Tragedy

8. The Result?

9. Can You Recognize Your Flaws?

10. A Disconnected Story
a.k.a. Lonely Video

11. Digital Is The Stage For Your Story!

12. Tragedy Strikes!

13. That was quick!

14. So Is It Bad To Publish To YouTube?

15. When You Only Publish to YouTube…

16. Users Are Disconnected From Your Story

17. What Can You Do?
 Add “annotations” to your video as Call-to-Actions
 Doesn’t work on mobile/tablet
 Use the video description to reinforce how the video fits
into your story

18. Annotate Your Videos
http://www.labnol.org/internet/youtube-links-to-external-sites/26209/

19. Annotation Example: 3 (UK Mobile Provider)
http://www.youtube.com/watch?v=Ekr05T9Iaio

20. Use Video Descriptions To Reinforce Your
Story

21. The Result?
Your website

22. Mistaken Identity
Social Media is not just another channel
22

23. Yeah! Your Story is Alive (Again)

24. Your Story: Act 2, Scene 2

25. Uh Oh.

26. Social Is Not Just Another Channel

27. What Can You Do?
 Keep it in Context
 Be Your Audience

28. Keep it in Context

29. The Trap Of Consistency

30. Context Is About Targeting

31. Context In the Digital World

32. These Two Things Are Not the Same

33. Facebook Is Not Twitter Is Not LinkedIn
 Different methods
 Facebook accepts long posts, inline images, and video
 Twitter is like Instant Messaging (but with a lot of people at the
same time)
 LinkedIn’s audience are business professionals
 How to keep content in context
 Remember the audience of the social network. To whom are you
communicating? What do they want to read or see?
 Fit the format.
 Make the content relevant. If you are just re-posting stuff from
your website with links, you are treating social media like just
another channel…

34. Tie Product Into Audience

35. Be Your Audience

36. Doing It Right: Coca-Cola
 On average, at least 1
interaction per post
 Interaction is conversational
connecting the brand with the
audience (multiple likes on the
brand comments)

37. Not So Doing It Right: British Airways
 On average, less than 1
comment per 5 or six posts
 Comments are customer-
service in nature, adding
nothing to the conversation
(not interactive)

38. You Can’t Engage If You Are Observing

39. Doing It Wrong on Twitter: Coca-Cola
 Notice the distinct lack of
references to anyone
 Coca-Cola is just using Twitter
to distribute messages
 No interaction…anywhere…
(no RTs, no mentions, etc.)

40. Doing It Right On Twitter: McDonald’s
 Lots of RTs and mentions
 Conversations with lots of
different users
 Direct responses:
 “Glad you liked them! RT…”

41. Social Engagement = Brand Equity
 Among highly-satisfied consumers (satisfaction scores of
951 and higher on a 1,000-point scale), 87 percent
indicate that the online social interaction with the
company "positively impacted" their likelihood to
purchase from that company.
 Conversely, among consumers who are less satisfied
(scores less than 500), one in 10 consumers indicate
that the interaction "negatively impacted" their likelihood
to purchase from the company.
J.D. Power and Associates 2013 Social Media Benchmark Study

42. Different but not Separate
Mobile is an aspect of your marketing strategy

43. The Hunt For Your Story Has Been Called Off

44. But It’s Not Out of Danger Yet

45. Act III, Scene 1: Your Story Is Dead Again.

46. When You Think of Mobile as Separate

47. The Result?

48. What It Really Means…
 More complicated workflow
 Content is treated “differently” for mobile
 Slower time to market
 More elements of your digital presence to manage

49. Ciena: Avoiding the Tragic Flaw of Separation
49

50. Same Content, Mobile Experience
Swipe Touch

51. It May Seem Confusing But It’s Not Rocket
Science

52. Stop Thinking About Devices and More About
Behavior

53. Like Ciena
 Focused workflow on creating content, not converting it
 Selected content management tool that provided for
automatic conversion of content through mobile
“templates”
 Focused on answering the question,
 “What kind of content do people want to see when they are not
at their computer?”

54. Don’t Get Hamleted!

55. But These Flaws Are Only Examples
 Video Example?
 Connectedness
 Social Example?
 Authenticity
 Mobile Example?
 Consistency

56. Bad Graphic, Good Info (Thanks Microsoft)
Trust
Personalized
Authentic
Connected
Consistent

57. Consistent

58. Don’t Care About Different Devices?
“The Multi-Screen World.” Google. 2012.

59. Connected

60. Authentic

61. Personalized

62. Trust

63. And When You Have Trust, You Get
Engagement

64. How Do You Build That Pyramid?

65. The Result For Your Online Brand?
“Serving customers relevant content, delivering
experiences that are engaging instead of intrusive and, just
as importantly, measuring what’s working and what isn’t so
that we can improve our marketing are all critical. When
marketers begin to master these things we’ll turn the corner
– consumers will start to notice and we’ll start to capitalize.”
Ann Lewnes, chief marketing officer, Adobe

66. Maybe Hamlet Could Have Used Some Data?
0
5
10
15
20
25
30
Act 1 Act 2 Act 3 Act 4
Likelihood of Tragic Death
Propensity to Brood
Family Murders

67. Questions?