bluetext digital marketing trends - presented at dig - design in government: 11-7-2014
DESCRIPTION
Design in Government (DIG) Meeting - On November 7th, the IRS Design Office hosted the second Design in Government (DIG) meeting in the main IRS Auditorium, the only meeting gathering of federal graphic designers government-wide. The goal of the DIG meeting was to strengthen the federal graphic design community and to help build relationships across federal agencies to encourage networking and discuss innovation, design management and design complex issues in a collaborative way, during these difficult budget times.TRANSCRIPT
Digital Trends
Agenda
• Mashup 3.0 (HTML + Video)• Challenges This Solves• Key Learnings• Case Studies
– Adobe– USO– Intel & McAfee– Deltek
What’s the Mashup?
Challenges this Solves?
1. Conference & Event Market Shift
2. Shift Brand Perception3. The First Five Minutes of a
Meeting4. Those that know us love us,
but…I had no idea
Key Learnings
• Pillar KPIs growing vs. traditional campaigns
• Duration of Visit
• Conversions• Swagger
A Progression of Case Studies
The First Five Minutes
• Need a way to tell the story of 80+ solutions to public sector market
• Adobe seamless advantage + Four Pillar Motto = Breakthrough campaign and sales enablement tool
• Keynotes, Sales Pitches, and Digital Campaign Asset– Sales Crutch
Show Video
Technical Insight
• HTML Listens to video player and triggers CTA flyouts which were conversion drivers
Video Play Marker
This is the exact time stamp the video is at
Video Buffer Marker
This is how much video is in cache
HTML Listening Service
A series of CSS and JavaScript that is triggered at various marker points this web service listens to
Conference & Event Market Shift
• GSA scandal sent shockwaves through the Government IT event market place
• Intel and McAfee needed to ensure executive thought leaders were being seen and heard
• FutureAgency.com• 6:40 Duration per visit
Show Video
Technical Insight
• HTML Listens to video player and triggers CTA fly-outs which were conversion drivers
Video Play Marker
This is the exact time stamp the video is at
Video Buffer Marker
This is how much video is in cache
HTML Listening Service
A series of CSS and JavaScript that is triggered at various marker points this web service listens to
Shift Brand Perception
• Change perception from a celebrity driven organization to a mission driven organization
• Leverage video and other assets to present a fresh perspective for a traditional medium
Show Video
Technical Insight
• HTML Listens to video player and triggers CTA flyouts which were rich media assets
Video Play Marker
This is the exact time stamp the video is at
Video Buffer Marker
This is how much video is in cache
HTML Listening Service
A series of CSS and JavaScript that is triggered at various marker points this web service listens to
Those That Know us Love Us, but…
• Very well known with current customers
• Looking to address the “I had no idea you did that” question– Opens new doors– Expands client footprint– Dynamic Brand Story Telling
Show Video
Technical Insight
• HTML Listens to video player and triggers CTA flyouts which were conversion drivers
• Personalization triggersVideo Play Marker
This is the exact time stamp the video is at
Video Buffer Marker
This is how much video is in cache
HTML Listening Service
A series of CSS and JavaScript that is triggered at various marker points this web service listens to
Personalization Engine
A web service that displays dynamic arrays of content based on user interactions
Visual Communications +Accessible Communications
Sustainable and Scalable Design
• A responsive design strategy will address the users of today and tomorrow
• This approach represents the next wave in website design to address how and when people access “the web”– Save Money– Save Time– Be Relevant Longer– Increase Conversions
AND QUICKLY BECOMING WEARABLE
Sharing Visuals #1 on Facebook
Social Data At A Glance
• 73% of the workforce interacts with social media weekly
• 75% of the workforce is purely listening
• 53% of the workforce is influenced by blogs
Enhancing Blogs To Achieve Results
• Video• Infographics• Snackables• Curated Social Content
Why Visual Communications
• STAND OUT!• Demonstrate Your Message• Break Down of Types
– Infographics• AKA Data Visualizations
–Snackables
Key Performance Indicators
• CONTENT SHARING –Social Signal (HUGE FOR SEO)–Viral-ity of Content
• SOCIAL FOLLOWING– Increase base in a multichannel
strategy
THOUGHT LEADERSHIP
THOUGHT LEADERSHIP
TREND SPOTTING
PRESENT DATA
THOUGHT LEADERSHIP
Visual-Based Communications
SNACKABLE
Types of Infographics
• Data Visualization – Static or Real Time Infographics
• Comparative• Chronological• Mind Map• StoryGraphics• Snackable Data Points/Message Points
How To Get Started
• Pick a hot topic that has some compelling data points to aggregate and visualize
• Develop a messaging guide you want this creative to convey
• Work with a creative partner to bring the vision to life
