jour 3275 digital strategy
TRANSCRIPT
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy in strategic communicationsFebruary 4, 2016
A very brief overview of communication theory
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Elaboration Likelihood ModelThe most authoritative theory for communications. Developed by Richard E. Petty and John Cacioppo in the mid-1980s, it proposes that that messages can follow two separate paths.
Model from Petty and Cacioppo, website: Floris Wolswijk, 2014
Developed by Elias St. Elmo Lewis 1898
It proposes that changed behavior is a result of changed attitudes.
AIDA Model
Image via: greeneyefordesign.com/
Image via: greeneyefordesign.com/
Comms theory developed in age of mass mediaCommunication theories like these came into vogue when mass media was approaching its zenith. When it was still possible to reach mass audiences and shape mass culture through communications.
http://inroadsjournal.ca/how-the-crtc-lost-the-internet-tv-war/
Cognitive dissonanceBut, 60 years ago, cracks began to appear in these theories. The theory of cognitive dissonance was developed by Leon Festinger in 1957. It states we change our attitudes to fit our behavior rather than the other way around.
Image via: thefreeman.netImage via: thefreeman.net
University of Illinois Professor: Readings in Attitude Theory and Measurement 1967
“After more than seventy five years of attitude research, there is little, if any, consistent evidence supporting the hypothesis that knowledge of an individual’s attitude toward some object will allow one to predict the way he will behave with respect to the object. Indeed, what little evidence there is to support any relationship between attitude and behavior comes from studies showing that a person tends to bring his attitudes into line with his behavior rather than from studies demonstrating that behavior is a function of attitude.”
Martin Fishbein
Image via razonrazonada.wordpress.com
Google: 1998Developed an experience that rewards curiosity. Changing the way we think about learning.
searchengineland.com
Facebook: 2005Developed an experience that rewards sharing. Changing the way we think about privacy.
Reuters
Airbnb: 2008Developed an experience that rewards renting. Changing the way we think about property.
Behavior drives attitudes.
Digital drives behavior.
Brands are vehicles for driving behaviorWhile many things in marketing have changed, the fundamental role of a brand has remained the same. It’s a mechanism for creating valuable behavior in owners and customers.
interbrand.com
Classic Branding
Designed to fuel communications
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Image via: Thomas R. Bruce/
Modern brands are defined by what they do.Not by what they say.
Classic Branding Modern Branding
Designed to fuel communications Designed to fuel experiences
Classic Branding Modern Branding
Guided by a purpose
Company culture
Multiple coherent ideas
Deliver an experience
Trust through transparency
Progress by iterating
Empowering
Marketing is built-in
Create communities
Build platforms for shared value
Delivering a promise
Consumer insight
Singular consistent messages
Communicate an image
Trust through authority
Strive for perfection
Controlling
Marketing as a layer
Create a transactional relationship
Winner take all mentality
Modern brands do.
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
A defining moment in the young Napoleon’s career and a gift to strategy lecturers everywhere.
Siege of Toulon
Image via gallica.bnf.fr
Lessons from Toulon
• Identify the pivot point
Lessons from Toulon
PatagoniaBuild the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• Identify the pivot point
• Align with basic motivations
Lessons from Toulon
Nike:To Bring Innovation And Inspiration To Every Athlete* In The World. *If You Have A Body, You Are An Athlete.
• Identify the pivot point
• Align with basic motivations
• Allow anyone to participate
Lessons from Toulon
GoogleTo Organize The World’s Information And Make It Universally Accessible.
• Identify the pivot point
• Align with basic motivations
• Allow anyone to participate
• Use the environment
Lessons from Toulon
Modern brand strategy: do things with and for people.
Digital is how modern brands do.
PatagoniaWorn Wear and Common Threads part of Patagonia’s integrated program to extend the life of their clothing and reduce the environmental impact of their brand.
NikeNike Pro Bra and Training Club are two of Nike’s women-specific programs that tap into the very specific needs and preferences of achievement for women.
GoogleUsing Waze, Google has recently launched a ride-sharing program in Israel. A brilliant and useful demonstration of how organized information around real-time traffic can improve life.
LegoLego’s Movie Maker App simplifies the process of making stop-motion videos and opens up a new avenue of creativity for its customers.
Digital built around behavior, not around media.
Communications planned around existing behaviorFor communications, the starting point in “brand experience” is understanding a person’s existing behavior and then attempting to fit into their life. However, this is still done primarily through interruption or fighting for attention
CONSUMER
Existing Behavior
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Modern brands start with desired behaviorThey think about what people would like to do, even when the people don’t know it themselves. They think about ways to bring their purpose to life in useful, exciting and inspiring new ways.
CONSUMER
Existing Behavior
Desired Behavior
Commoditized
Functional advantage
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Digital delivers desired benefits in unique waysModern brands enable new behaviors and create rituals based upon delivering unique experiences. They don’t simply fit into a person’s existing day, they enhance it in proprietary ways.
CONSUMER
Existing Behavior
Desired Behavior
Unique Rituals
Commoditized
Functional advantage
Highly differentiated
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The full Common Threads program is a comprehensive series of digital and physical experiences, services, partnerships and communications that give Patagonia customers benefits that their competitors don’t.
Common Threads is an ecosystem, not a site.
The initiative kicked off with a full page ad in the NYT and other media urging people not to buy their products.
Newspaper launch: Black Friday 2011
Multiple components on eBayThe pledge with email capture, content, eBay seller signup, the store(s) and other notifications make the site feel fairly comprehensive and fairly well branded (within the eBay template)
Multiple components on PatagoniaContent, services and deeper engagement are shared on the “used clothing” section of patagonia.com. In addition, a tour brings repair services and sales to multiple locations around the country.
Yerdle and iFixit integrations extend the utility and impact of this program in smart ways.
Services and partnerships
Both digital and physical assets were strategically coordinated to deliver a great experience to their customers.
Assets aligned into a strategic and coherent system
Modern brands do things with and for people.
Digital is just a part of how brands do.
Modern strategy helps brands build unique experiences.
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy in strategic communicationsFebruary 4, 2016
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy in strategic communicationsFebruary 4, 2016
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Digital strategy in strategic communicationsFebruary 4, 2016
2640 Lyndale Ave. South | Minneapolis, Minnesota 55408 | T +1 612 279 1400 | www.zeusjones.com
JOUR 3275: Strategy in strategicFebruary 4, 2016
Thank You